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                         THE BUSINESS OF SHAREWARE
                             TABLE OF CONTENTS

The Business of Shareware
Eugene Mallay
Copyright 1996
All Rights Reserved
===========================================================================

Here's the Table of Contents as of June 22, 1996:

   * Introduction
     A short lead-in to the book.

   * Chapter 1: The Shareware Industry
     Provides you with an overview of the shareware industry, outlining the
     characteristics of the business and highlighting important trends.
     Entry and exit barriers are also discussed.

   * Chapter 2: The Nature of the Business
     Discusses a few of the basic issues and considerations involved in
     operating a shareware business. This chapter is essentially about
     attitude.

   * Chapter 3: Viability of a Shareware Product
     Examines the viability of the shareware concept, including considering
     each of the common complaints made about shareware publishing. The
     characteristics of successful shareware publishers are briefly
     introduced.

   * Chapter 4: The Shareware Sales Process
     Covers the shareware sales process, explaining each of the five stages
     in detail. While not complicated, this chapter is extremely important
     and should be thoroughly understood before moving on.

   * Chapter 5: New Product Development
     Covers the steps involved in selecting and developing a new product.
     Topics include the drivers of new product success, using focus groups,
     creating solutions, and product release strategies.

   * Chapter 6: Designing To Sell
     An extension of the material introduced in Chapter 5, with the
     emphasis on how to design "selling power" right into your product.

   * Chapter 7: Maximizing Total Revenue
     Perhaps the most important chapter in the book. It explains in detail
     how to maximize your revenue (and profitability). Topics include front
     and back-end promotions, using complementary products, and building an
     on-going relationship with your users. A closely related chapter is
     Chapter 14, Strategic Alliances.

   * Chapter 8: Know Thyself: Preparing An Internal Analysis
     Explains how to use internal analysis - analyzing the strengths and
     weaknesses of your business and choosing mission statements, goals,
     and objectives.

   * Chapter 9: Identifying Competitive Opportunities
     Describes how to identify competitive opportunities. Topics include
     analyzing the marketplace and the signs of competitive opportunity.

   * Chapter 10: Understanding Your Competition
     Explains the importance of understanding your competition. It outlines
     what information you should gather, along with tips on how to do it.

   * Chapter 11: Positioning Analysis
     Thoroughly explains product positioning and positioning analysis. It
     shows you how to use positioning as a competitive tool, how to
     recognize and interpret innate, portrayed, and perceived positioning,
     and how to create your own positioning strategy. This chapter is
     extremely important and, along with Chapters 4, 7, 12, and 15,
     represents the core of the book.

   * Chapter 12: Differentiating Your Products
     Discusses how to differentiate your products so that they stand out
     from the competition and have their perceived value enhanced. Topics
     include the steps involved in differentiation, how to maintain your
     focus, the sustainability of differentiation, creating brand identity,
     and addressing implied value.

   * Chapter 13: Formulating Competitive Tactics
     Briefly outlines some of the issues you should consider when
     formulating your competitive tactics. The kinds of tactics you might
     use are discussed, and special attention is given to what is involved
     in attacking the market leader.

   * Chapter 14: Strategic Alliances
     Explains how to use strategic alliances to dramatically expand your
     business opportunities. This is a critical area completely overlooked
     by most shareware publishers.

   * Chapter 15: Elements of a Registration Incentive Strategy
     Discusses how to develop a registration incentive strategy. Users are
     classified according to their registration tendencies and the
     implications of these classifications are discussed. The roles of
     various types of incentives are also outlined.

   * Chapter 16: Registration Incentives
     Examines in detail each of the major registration incentives,
     discussing how they are best used, their advantages and disadvantages,
     and the impact they have on each of the five types of users (as
     defined in Chapter 15).

   * Chapter 17: The Product Life Cycle
     Introduces the product life cycle, explaining the four stages that
     each product goes through during its life. For each stage, tips are
     provided on overall strategy, product development, pricing, promotion,
     and distribution. The trends you should expect during each stage are
     also outlined.

   * Chapter 18: Performing A Feasibility Analysis
     Shows you how to perform a feasibility analysis. Each of the steps you
     should take to determine the probability of success of an application
     are covered.

   * Chapter 19: The Numbers Game
     Examines in detail a wide range of numbers and statistics you can use
     to analyze the performance of your business. It outlines how to
     calculate and interpret them, and offers tips on gathering the raw
     data.

   * Final Thoughts
     A brief summing up.

   * Glossary
     Defines most of the terminology used in this book. It's thoroughly
     cross-referenced and very extensive, so any time you see a word or
     phrase you aren't familiar with, check here.

   * The Business of Shareware FAQ
     Answers to commonly asked questions about The Business of Shareware.

   * Latest News
     Announcements and current happenings relating to The Business of
     Shareware.

                ------------------------------------------
                Should You Read The Business Of Shareware?
                ------------------------------------------
Here's what "The Father of Shareware" has to say about The Business of
Shareware:

     I cannot be lukewarm about this book. It is simply the best book
     ever written to help shareware authors. I wish I had 500 copies
     of the book - one to give to every puzzled shareware author who
     asks me what he should do next.

     Eugene... Where were you when I needed you? For 12 long years I
     stumbled through the shareware / software publishing wilderness
     without help. If only you or your book had been available to me,
     I might have avoided most of my biggest mistakes.

     Heck, I know I would have made a lot more money than I did.

     This book is easily worth 10 or 20 times its price!

     This book is like drinking pure knowledge from a fire hose. There
     is no fluff here. Read it all. Every line. Carefully apply it all
     to yourself. Mallay presents all sides of most issues. The
     practical experience to be gleaned from this book could be
     literally worth millions of dollars to you.

     The next time I am asked to give a talk or a presentation on the
     subject of shareware marketing, this book will be at the podium
     with me.

     Jim Knopf
     knopf@halcyon.com
     http://www.halcyon.com/knopf/jim

     (Jim Knopf -aka Jim Button- invented the shareware concept back in
     1982 with his top-selling program PC-File. He's one of the great
     success stories in shareware. If you haven't done so already,
     visit The Father of Shareware WWW Page - it's a great site! And
     be sure to read his story of how it all began.)

                   -------------------------------------
                   No-Hassle 90-Day Money-Back Guarantee
                   -------------------------------------
Your satisfaction is my top priority. If for any reason you are not 
completely satisfied with your purchase, simply send me a signed letter 
within 90 days stating you've destroyed all copies of the book and I'll 
send you a full refund. No hassles. No fuss.

That's my commitment to you.

                     --------------------------------
                     Order Now For Immediate Delivery
                     --------------------------------

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Business of Shareware in a matter of hours! Simply complete the order form 
and fax or email it to me. See below for my complete contact information.

       ===>>No credit card necessary -- I'll invoice you.<<===

        Company purchase orders are accepted from most shareware
        publishers (Terms: Net 30)

You can contact me by any of the methods listed below:

    Email: emallay@interlog.com
    WWW: http://www.interlog.com/~emallay/
    Surface Mail:
       Eugene Mallay
       27 Short Hills Drive
       Hilton, NY  14468

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