The Mac update for Raylight has now been released. This is the program I cut my teeth on Cocoa with. DVFilm is all about improving the workflow of post production video editing. I worked on adding MXF support to Raylight. MXF stands for “Media Exchange Format” which is a popular format used by cameras including the Panasonic HVX200 hand-held, high-definition camera. The camera uses P2 Cards to store video. P2 cards are solid state flash memory packaged as PCMCIA cards. Raylight is actually a set of tools that includes a decoder and plugins for video editing software such as Final Cut Pro for Mac and Sony Vegas & Adobe Premier on the Mac.
Our website describes it his way:
- Raylight for Mac puts MXF files from the P2 Card straight into Final Cut Pro!
- It allows instant, direct editing of MXF files in FCP, or any video application on the Mac.
- It turns the Quicktime Player and FCP into a P2 Card Viewer.
- View Metadata in the first or second frame of every clip Automatically name and organize clips based on Metadata.
- New with 2.0: Export Quicktimes from FCP and make a P2 Card!
- It allows instant, direct editing of MXF files in FCP, or any video application on the Mac
The first code I had a hand in at DVFilm.com has gone live. It wasn’t a lot but it’s always fun to get "published" and have something you helped with used by real customers. Ironically I only worked on this Sony Vegas plugin update for about two weeks. I’ve actually been working on the soon to be released Raylight for Mac update most of the time since starting at DVFilm back on July 23rd.
Photo applications and websites that create galleries of photos seem to be a dime a dozen; so why is ExpressDigital so successful?
A key ingrediant is found in Joel’s MicroISV interview:
…If you could pick one tip based on
your experience in going from zero to hero, what would be the thing you
would tell yourself from five years ago if you could give yourself a
piece of advice now to be the one thing not to miss – the one thing you
Joel: Can I have two things?
Bob: You can have two things.
The number one thing is a micro-ISV shouldn’t be one person, it should
be two people at the very least and one of them should have the
business and marketing and sales skills experience.
The second part, and Bob alluded to this earlier, which is my
prototypical example of the photo gallery which is probably nine
million micro-ISVs have made an application where it’s like “Hey,
everybody’s got these digital cameras my application lets you upload
all your pictures and put them on the web and make web galleries.”
There have been about a million of these and a very tiny number of them
have been successful and the vast majority of them have been instant
flops. For some reason this is an incredibly appealing idea for
software developers to do, maybe because they feel like they know how
to do everything, all the steps they’re going to need to do to write
the code to make this work, but for some reason they never really make
But what I’ve always told these people time and
time again, and they never listen to me, is instead of making the
generic “upload your pictures application” take a very, very small
niche audience – wedding photographers – and make the ultimate
application for wedding photographers. Find out exactly what wedding
photographers need. There’s a lot of money around wedding
photographers, they get paid an awful lot of money, and figure out
exactly what their workflow is. If you need to find wedding
photographers because they’re in the yellow pages and there are
directories of these things. Call them all and find out what they want
and try to sell them your solution.
This is a great post. Randy does a great job of breaking down the cost and benefits of PhotoReflect and comparing them to other sites. Recently I was researching the “free” online photo sites. Not so much for myself (I create html slideshows and FTP them up to my personal site) but to recommend to friends and family as an alternative to emailing multi-meg files through the Internet.
Or course PhotoReflect is not intended for casual personal use and would not match up well if compared to other sites by the casual photographer. It’s a site tailored to those wishing to promote and sell their work, and for that targeted market, it shines.
I am eager to find out who are customers are and what they think of our software. Before I started work at ExpressDigital, I tried searching the web for discussions about our company and products. We were not appearing as predominantly in the results as I expected.
I soon came across the Digital Imaging Notebook blog,and found this post titled Workflow Software, where he explains why he recommends our software. I read a few other posts including one where he reviewed another product. This guy is good. He is honest and to the point. There is no doubt in my mind that if our software fails to meet his needs he will drop us in favor of a competitor. But I’d rather have an honest loyal customer, that will put us to the fire if necessary, than someone that doesn’t appreciate the value of our offerings.
I’m subscribed and hope to find more customers like him I can learn from.
Sweet. I like how we state our policy on ownership of work posted on our PhotoReflect site. Short and to the point:
3. License and Ownership of Work Product.
Express Digital shall not gain any ownership interest in the Photographer’s images.
I started my new job as Senior Developer with ExpressDigital yesterday. I’ve had some great jobs in the past. I feel spoiled that for most of my career, I’ve actually looked forward to going into work. I could tell ExpressDigital was going to be one of those places. I love their products and their software is right up my alley. They have the intangibles down too. They arranged to take me out to lunch the first day, and even toasted me! Talk about feeling welcomed. I never understood why companies often ignored the little things that make coming to work a joy. Maybe I didn’t get an Aeron Chair, but I did get my own office with a beautiful view of Lake Austin and the 360 bridge. Sweet. I’m looking forward to helping make ExpressDigital even more successfull than they already are. Expect a lot more posts about them here.