The Dojo is the official blog of the marketing software company TraceWorks.

Headlight: “To be or not to be …”

Morten E. Wulff Jun 22nd

Software projects have a very ugly tendency to be delayed – most often very delayed. Microsoft is delayed with Vista and even the ultra-lean “getting real” phenomenon, 37Signals, seems delayed with their new CRM’ish software solution, Sunrise.

What I’m trying to do is of course to try and build a good defense - before publicly admitting that we have made some huge mistakes and basically done exactly what we hoped never to do; be un-realistic (fools).

We promised to release Headlight™ (the software formerly known as Project Drangonflux) early 2006. It’s now becoming mid/late 2006. We know that many companies are desperately waiting - and have done so for over a year.

First I want to say that we are very sorry - in more than one way. We’re very sorry to disappoint our customers and also sorry to disappoint ourselves; It’s mentally very hard constantly pushing self-defined deadlines … and obviously delays also mean lost sales – so it’s something we take deadly serious.

To be or not to be – it’s not the question, actually. It will be, that I promise. The question is when and perhaps also what the hell happened!?

Why is Headlight delayed for more than 6 months?
Right now I don’t really know. The main focus is getting the job done. But one thing which stands clear is that working with new and fairly un-tested technology – Flex 2.0 / AS3.0 / AJAX / .NET 2.0 / Analysis Services 2005 and trying to integrate with Beta APIs (e.g. Google’s API for Adwords) have some pretty steep learning curves.

With a fully loaded suitcase of experience from designing and developing StatLynx v1.0 / v2.0 / v3.0 we didn’t think for minute that our launch would be delayed. We simply underestimated everything, more or less.

When is Headlight ready for its first public beta?
Honestly, I can’t say for sure – and even if I thought I knew exactly spot-on “when” then I would probably hesitate announcing it (nor would I never ever again print in on a t-shirt and send to a 1000 of our customers for Christmas). It can be anything from a few weeks to a few months. If we get lucky and unscramble some of our current issues it will be ready pretty soon (BTW > We need a DB-VLDB Developer).

We receive about 10 new beta requests every day and a lot of mails from existing StatLynx customers. We are as eager as anybody about launching - but we have a strict protocol - in contrast to our commucation strategy - not to release anything before our core technology is 100% stabile. It simply isn’t yet and we will never sacrifice performance / security for the purpose of reaching a deadline. We are trying to do the responsible thing here… We focus on product quality and on delivering a great out-of-box experience. Maybe in the past we would have just gone ahead but now we’re not going to do that.

One Response to “Headlight: “To be or not to be …””

  1. Pelle  June 22nd

    If someone thinks this seems like a giant failure of a project at the moment, I can’t blame them.

    There is (almost too) much truth in the saying: How does a project come a year behind schedule: One day at a time!

    I really can’t imagine how we could have done worse on most levels – and this is the project manager replying the CEO in public!

    But at least we are honest about our problems and we are getting there slowly. Someday soon Headlight will have its heyday and knock of marketers’ feet!

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