Lincoln Murphy

@16v Blog: SaaS University Slides, Answers, and Thoughts

2009-07-07T00:24:00.003-05:00

I presented to a very receptive crowd at SaaS University last week in Chicago. My topic was "Multi-Tenancy in SaaS: The Business Case" and I posted the slide deck, my thoughts on the event, and the answer to a question on the topic over at the Sixteen Ventures blog. Be sure to check it out.

@16V Blog: SaaS Vendors Should Learn from Netflix

2009-05-21T01:47:00.002-05:00

I posted an article titled SaaS Vendors Should Learn from Netflix on the Sixteen Ventures blog after reading a story about the great, proactive Customer Service at Netflix. It made for a great analogy for SaaS Vendors (though Netflix itself is SaaS by definition), and by extrapolation Blockbuster (or an analog) is like a Legacy Software vendor. Be sure to check it out, but make sure you read the comments... already a great discussion going on there.

Follow me on Twitter @lincolnmurphy or @16v

@16V Blog: Maximize Revenue with Strategic Product Development Webinar - Recording, Slides, and Q&A

2009-05-12T16:44:00.004-05:00

The Recorded Maximize Revenues with Strategic SaaS Product Development Webinar, Slides from the webinar, and answers to the Q&A questions that we didn't have time for are now available on the Sixteen Ventures blog. That was a great webinar and working with OpSource on that was a fantastic experience. I hope to do it again soon.

Traction

2009-04-30T03:05:00.004-05:00

How often do you hear the word "traction" when talking about growth in market share? "All we need is to get some traction." Does it matter what kind of "traction" you get?

I was speaking to a colleague about this and the notion of those 4x4 Rock Crawlers came up as the most common kind of traction in early-stage companies. Its not ideal, its hard to get, and you might fall over. This type of traction is often seen by companies whose growth is due to the fact that their product solves a pain, but their growth is ultimately stymied by inability to accurately convey that message to their clients. In other words, their clients have figured out their value prop, even if they haven't!

I got this picture from Off-Road.com

This type of traction is often the result of failed marketing (or lack thereof) within the organization, but the fact that there is any traction at all is enough to encourage the team to keep moving forward as they have been. Ultimately, this type of traction is not sustainable and should be avoided.

The other type of traction would be that of a dragster... you smoke your tires at first to make them sticky, but from then on its a straight shot down the track. It is not without its risks of course... if you veer off course, even a little, you might quickly run into a wall. Or, if you take your mind off of what you are doing for just a second, you could run out of track and crash at the end.

I got this picture from here... its not in English so I don't know what it says

In other words, don't be fooled by this type of traction... it might not be as great as it seems. Ensure that the traction you are gaining is profitable or you could run out of track before you know it.

Finally, while I was searching for pictures to accompany this post I was reminded of yet another kind of traction... the kind that you endure in recovery from a neck injury! If you are unaware of the dangers of the other two types of traction, you might just end up here!

I got this picture here

Rick Bayless, Mexican Food, and Building a Business

2009-04-29T01:04:00.005-05:00

Rick Bayless of Frontera Grill, Topolobampo, Frontera Foods, and Mexico: One Plate at a Time was featured on the latest episode of CNBC's original series "The Entrepreneurs." I eat at Frontera Grill whenever I'm in Chicago (I will be up there in June and I can't wait!), I love his show on PBS, and after watching the latest episode of "The Entrepreneurs" on CNBC, well... I just like him and his story even more.

It is Rick's show on PBS that introduced me to him and I've been a fan ever since. The cool part is that his show was basically a marketing gimmick that he and his business partner Manuel Valdes, now CEO of Frontera Foods, came up with to further their brand. I didn't realize that. They saw how the Food Network was really growing and Celebrity Chefs such as Emeril Lagasse and Bobby Flay were using their new found fame as leverage to expand their restaraunt and product empires. Rick and Manuel decided that they didn't want to wait for the Food Network to come calling so they funded and produced the show for PBS themselves.

Now here is the very interesting part. The first season of Mexico: One Plate at a Time cost them $1.4M to produce. One season (26 episodes) of a cooking show broadcast on Public Television cost $1.4M, which they raised in the form of sponsorships. And it most likely took countless staff to pull it off, from on-location logistics, to post-production, the amount of hands in that pot were likely in the hundreds. This is not unusual... look at the credits at the end of a TV show or even more mind-blowing a Movie. Look at all of the people involved in creating and executing on the creation of that show or movie.

Amazing isn't it? Amazing that so much money, time, effort, manpower, etc. can go into the creation of even the simplest of TV show, and yet many entrepreneurs feel that they can build a Software Company by themselves and with little to no money. I mean, best of luck to you, but at the end of the day, if you want to create something that is an on-going concern, that generates profitable revenue in a sustainable and scalable way, you might want to ask yourself this fundamental question: Given what I have now and what I've put into this venture, is it enough to produce even one episode of a TV show? If not, then how do you plan to actually succeed in building a real business?

Fun fact: The last time I was in Frontera Grill, Lanie, Rick's daughter who is often on his show, was working. Okay, so perhaps I'm too big of a fan.

Check out the episode of The Entrepreneurs below:

Webinar: Maximize Revenue with Strategic SaaS Product Development

2009-04-28T01:23:00.004-05:00

I just posted to the Sixteen Ventures blog that I will be doing a Webinar with Opsource on 5/6 at 9:00AM Pacific/Noon Eastern. The title is Maximize Revenue with Strategic SaaS Product Development. I'm really looking forward to this as I intend to bring up some topics that many SaaS Vendors have never even considered and yet only SaaS Vendors are in a position to benefit from them.

Oh, and this won't be just a big ad for Sixteen Ventures or Opsource. Both companies feel it is important to just provide great educational content that promotes thought within the SaaS community rather than have a 45 minute commercial for our services.

Be sure to check it out if you can make it. Also Follow @opsource @16v and @lincolnmurphy on Twitter.

Guerilla Marketing for a Good Cause

2009-04-28T01:13:00.003-05:00

This is a brilliant strategy for getting an incredible amount of publicity for a relatively small amount of money (or none, read on). This is especially good if your business is something that resonates with people who listen to Public Radio. The idea is simple:

Offer a Challenge Grant on Public Radio

The process is simple:

Pick an amount: $500 or $1000
Pick a long time-frame, say 5 - 9AM (Morning Drive-time)
Pick a reachable, yet not-to-small of a goal (like 100 new members, or 100 renewing members, or 100 people from your profession)
Sit back and listen to your company name repeated over and over and over during key times of the day to a very targeted, loyal audience.

Here are the cool parts:

If your challenge is not met, you received several hours worth of free advertising since you were not required to pay out on the challenge. My suggestion is to let it ride... do that all day long until the challenge is met. Ideally you will actually end up donating the money; you want the challenge to be met, its just that if it isn't the first time around, that is just more publicity for you the second, or third times around.
When the challenge is finally met, your "advertising dollars" are tax deductible (see your tax professional of course!)
and you help a great cause
oh, and you build your brand with a very faithful audience

I spent a great deal of time in the car one day during KERA's (DFW Public Radio) last fund-raising drive and I listened to a yoga studio's name all day long (their challenge was not met while I was listening, but they kept letting it ride...)

Go do it tomorrow! Help end the fund raising drive faster (always a good thing) and get some inexpensive, yet very valuable marketing at the same time!

As always, don't forget to follow @keratx and @lincolnmurphy

New Post @16V: Announcing New Partners and Events

2009-04-24T00:47:00.003-05:00

I posted a new entry on the Sixteen Ventures blog Announcing New Partners and Events. We've got some really amazing Webinars, Seminars, and Articles coming up over the next couple of months and I am really excited about it. The Webinar has not been officially announced yet so I can't say anything... next week, though! Stay tuned, for sure.

We also landed two new partners... Keychain Logic and OpSource. Very, very excited about that. If you don't know, those are two Major Players in the Software-as-a-Service industry.

Check out the blog post and don't forget to follow me on Twitter @lincolnmurphy.

The SaaS Single-Tenancy vs. Multi-Tenancy Debate

2009-04-14T21:35:00.002-05:00

I just posted an article on The SaaS Single-Tenancy vs. Multi-Tenancy Debate over on the Sixteen Ventures blog. Check it out and please tell me what your take is on this subject!

New Post on 16v: SaaS Multi Tennancy: The Business Case

2009-04-13T12:04:00.003-05:00

I just posted a new entry over the Sixteen Ventures blog announcing that I will be speaking at Softletter's SaaS Unversity in Chicago 6/30-7/2, 2009. The topic is "SaaS Multi Tennancy: The Business Case" and I will be writing a two-part article for the Softletter publication leading up to the event. Be sure to check it out.

Shortened URLs Revisited (and a Twitter Revenue Model)

2009-03-10T08:10:00.004-05:00

I've been spending more time on Twitter lately and have been using the is.gd URL shortening service a lot. It is one of hundreds of URL shortening services and I have no idea why I chose that one in particular. But this reminded me that back in January 2008 I wrote a post asking why Google doesn't have their own URL shortening service. Here, I revisit that idea, as well as what a Twitter version might look like. Along the way, I found a revenue model for Twitter. You are most welcome.

The way it works today, one URL could have millions of variants from various URL shortening services. Twitter should expand and contract all shortened URLs sent through their system. Upon expansion, they could see if the URL already has a shortened version and use that same shortened URL. By doing this, they end up building much better metrics around one URL. URLs sent via Twitter that are not shortened could get shortened in the same way.

Now, the monetization scheme for Twitter. For free users, all URLs they send would be framed with a contextual banner ad like owl.ly does. Additionally, in a somewhat controversial move, they could also not do a proper redirect plus add a "nofollow" on links sent by free users. This would potentially eliminate Twitter as a way to spam search engines with link bait.

UPDATE: Turns out Twitter already applies "nofollow" to its links. So I was late to the game on that controversy (happened about 1 year ago). But, it seems that people would like to have that turned off, and they might be willing to pay for it.

If you want to tweet short URLs that are SEO friendly, do not have an ad frame, include a proper redirect and have the nofollow removed, you could pay Twitter. Spammers might still use Twitter, but at least they'd be paying for it and keeping it free for the regular users.

This is better than trying to charge based on number of followers or even the followers/following ratio. Although I think that people on Twitter with a skewed f/f ratio don't use the service right, that becomes a slippery slope as you start to limit the usage of the platform. Instead of limiting usage by differentiating subscription tiers on usage metrics, find something that encourages use and a better experience and charge for that. In fact, I just wrote a quick post on the Sixteen Ventures blog about SaaS Revenue Models and Tiered Pricing Strategy that talks about this.

Frankly by leveraging more control over the URLs, Twitter gets a lot of power back and has a way of making money without charging the average user. Spammers aren't the only users that might pay for these features. Legit business users that like the link love and want a cleaner look than the ad frame overlay would gladly pay for this.

Now, those are my thoughts for Twitter, but when it comes to URL shortening, I believe that Google should just create a shortened URL for every page and kill the shortening services. They could create an API for developers and could integrate it with toolbar, WebMaster toolkit, Blogger, etc.

Twitter could even use Google's URL Shortening service. Upon expansion of a pre-shortened URL, or if they get one that isn't shortened, Twitter could just hit the Google API for the given URL and grab the Google URL (gurl?). This way Google does the heavy lifting and continues to own the internet. Twitter remains a communications channel... I think this might mess with the monetization strategy for Twitter from above though. Oh well... its a start. Now discuss...

Sixteen Ventures takes all my time!

2009-03-03T01:03:00.004-06:00

I have been spending all of my time working on the Sixteen Ventures site, blog (feed), @16v on Twitter, presentations, etc. Basically all of my time is spent building content for the new company, oh... and also working with some killer clients.

Because of that, I've let this blog collect dust. I am going to attempt to keep this site fresh(ish) by posting random thoughts here (business ideas, rants, etc.) and post any relevant stuff, good content, thought-leadership articles, etc. to the Sixteen Ventures blog.

I will continue to tweet @lincolnmurphy on Twitter if you want to follow me. That will be the same as this blog... anything not relevant to Sixteen Ventures will go there.

Thank you for your patience!

Hey Tech Entrepreneur! Its the Execution that matters...

2008-11-14T11:10:00.004-06:00

Hey technology entrepreneur... stop what you are doing and go listen to this podcast from the Entrepreneurial Thought Leader lecture series at Stanford. It is Steve Blank, the serial entrepreneur behind companies such as ZiLog, MIPS, and SuperMac, among others. At the 13 minute(ish) mark on the MP3, he says something that I've been saying for a long time... its not the technology, stupid, its the execution.

He's a bit more eloquent than I, and states it this way (paraphrased):

"Of all the businesses that fail, only 10% do so because their technology was inadequate"

What is he saying? 90% of the companies that fail have technology that meets or exceeds customers expectations. So, just because you can build a great product doesn't mean you can build a great business around that product. Ultimately, it is the business that matters, not the technology. Let me know if you need some help.

Here is a great presentation by Steve Blank that aligns with the content of the podcast I linked to.

Customer Development Methodology

View SlideShare presentation or Upload your own. (tags: market customer development)

Finally, if you haven't seen this, after you listened to Steve Blank, watch this... its Steve Jobs describing the market for NeXT workstations.

There... I've done my community service for the week. Now go build something with actual market value!

third ping.fm test

2008-11-03T18:11:00.001-06:00

did this work with a title and body?

2008-11-03T18:10:00.001-06:00

ping.fm test>try this again... cool stuff

2008-11-03T18:07:00.001-06:00

Testing ping.fm status update tool

Dallas Start-up Happy Hour July 7th!

2008-06-24T17:01:00.003-05:00

One last post today and then back to work. Alexander Muse has announced the creation of the Dallas Startup Happy Hour with the inaugural event taking place on July 7, 2008, with subsequent events every other week thereafter). Here is what he sent me and a link to his original blog post.

I am hosting a regular 'startup happy hour' every other week (starting July 7th) and would love for you to attend. The idea is fairly simple, get entrepreneurial people together on a regular basis to facilitate the creation of a vibrant 'startup community' here in Dallas.

The event is completely free (i.e. no one is going to make money, EVER) and is being sponsored by SpringStage (the startup blog network that owns the Texas Startup Blog). If you can't attend, please help me get the word out.

We held the first event at the Ritz last week (between 16-25 people attended), but we have decided to move the happy hour to The High Tech Bar in the INFOMART (I35 and Oaklawn). Here are the details:

Event: Startup Happy Hour
Place: High Tech Bar at the INFOMART (I-35 and Oaklawn)
Date: Monday, July 7, 2008
Time: 5PM - 8PM (drinks are free from 5PM-6PM)
Host: Alexander Muse, Scott Ryan and Brad Merritt

For more information or to RSVP:
http://www.texasstartupblog.com/2008/06/23/announcing-springstage-startup-happy-hour-dallas/

Make sure you check out his entire thread on the Dallas Startup scene and how we can improve it. Note the "we"... this isn't all on Alex, its on all of us. Either help or stop complaining!

Radio Silence...

2008-06-24T16:52:00.003-05:00

I have been so busy working at Morph I have neglected my blog. Unfortunately, don't look for that to change anytime soon. I'm going to post a couple of items, but that is it for now. If you absolutely must keep track of me, you can do so on my LinkedIn profile and on Twitter.

Morph, Rails, and AWS

2008-04-15T11:40:00.004-05:00

I just posted a lengthy article about the Morph Application Platform, Ruby on Rails, and Amazon Web Services at the Morph Labs USA Blog. Basically, there is a lot of confusion about how developers interact with the Amazon Web Services when deploying their Rails applications on the Morph Application Platform.

The takeaway from the article is simple. When you deploy your application using Morph AppSpaces, you do not interact directly with Amazon Web Services unless you want to. You will never work directly with EC2, but you could leverage S3 or SQS if you want to for centralized storage; but you don't have to. Morph completely abstracts developers from the underlying technology so developers are free to focus on development of the core product.

Check it out if you had any questions about how Ruby on Rails developers work with Amazon Web Services when leveraging the Morph Application Platform.

Morph AppSpaces: First PaaS for Ruby on Rails

2008-04-08T15:41:00.005-05:00

I have been actively blogging over at the Morph Labs USA blog. I will probably post something here very so often, but for now, if you want to know what is going on with me or Morph Labs, check out our USA blog or grab the feed.

My main focus at Morph is bringing the concept of a Platform-as-a-Service (PaaS) to the Ruby on Rails community. The idea of a PaaS for your Rails applications is quite compelling, but is also difficult to wrap your brain around for those with a server-centric background. With a PaaS, you no longer think about servers or infrastructure. Obviously the benefits of PaaS to a Software-as-a-Service (SaaS) or web start-up are great, the least of which is the reduction of infrastructure investment. The greatest gains come in the form of improved productivity by allowing developers to focus on the core product and not the underlying system administration and scalability functions.

The productivity gains from a PaaS such as the Morph Application Platform and Morph AppSpaces, that allow you to use standard development and deployment tools (such as Git, Capistrano, etc.), along with a standard language and framework (Ruby and Rails respectively) are significant. Where in the past you might have pushed features to version 2.0 (or higher) because you needed to spend time on scalability, security, and administration features or spend money on infrastructure and not developers, with Morph AppSpaces, you can pull those features back into the 1.0 release!

Developers can try out the Morph eXchange, Morph Application Platform, and Morph AppSpaces for FREE, too. Simply signup and you can start deploying your applications to show off to your friends or potential clients. If your application gains traction and you want to move into production, you can simply change the "type" of AppSpace from developer to production. You can "move" to production without actually "moving" anything. All of the pricing is detailed on the site, but the "smallest" production account, which gives you an elastically scalable, redundant system, that is load balanced, highly-available, backed-up, monitored, etc. is about US$1.00 per day!

Obviously I'm pretty excited about what Morph is doing. The Platform-as-a-Service (PaaS) market is heating up, and Morph is right there with the first PaaS offering for Ruby on Rails applications. If you are a Rails developer, you owe it to yourself and your clients to take a look at what we have to offer.

SaaS ISVs Rejoice; MorpheXchange is Here!

2008-03-04T11:32:00.002-06:00

On December 31, 2007 I wrote a post about what 2008 will hold for Software-as-a-Service (SaaS). In that article I stated that 2008 will be the year the small ISV enters the SaaS market in a big way. It was, and is, my opinion that in order for this to happen, certain barriers to entry had to be removed. For instance, it is one thing to build an application, and it is yet another altogether to architect that system properly for scalability and business continuity.

Additionally, existing Platform-as-a-Service (PaaS) offerings, especially those that resemble RAD tools in deployed software, require developers to learn and program around proprietary APIs or even worse, learn an entire, also proprietary, programming language. Finally, pricing is generally such that an entrepreneur or start-up that builds a SaaS product and wants to launch into a production-ready environment must shell out a lot of money for dedicated systems at a host or "virtual" systems at a SaaS enabler or other "clustered" type of host.

What if there was a system that SaaS application developers could leverage without changing the way they build their software, that would allow them to rapidly deploy their SaaS or Web 2.0 solution on a platform that can grow with them (elastic) and provide the business continuity that their clients require?

What if the pricing structure was such that you can start for free, deploy a prototype, expand and contract your available resources on-demand, allowing you to instantly scale to handle whatever load is required, always paying only for what you use and nothing more. If this type of system existed, this would be the key to lowering those barriers to entry for small ISVs and would allow that large influx of vertically focused and tight horizontal niche SaaS to come to market as I predicted.

Guess what? It does exist and I've decided to put my money where my mouth is! I've joined Morph Labs, the creators of the Morph Application Platform. Morph Application Platform allows Ruby on Rails developers to quickly (it takes 6 minutes... see this video) deploy an application that leverages grid computing technology (currently using Amazon S3 and EC2) and provides the afore mentioned benefits.

My role with Morph Labs is Business Development Manager and I am going to be building out the user community and affiliate network in the United States. If you are a Ruby on Rails developer, ISV that builds applications in Rails, an offshore/near shore development company, or anyone else that would like to participate in our Beta program, please sign up here. This is your chance to test the system and tell us what you think, request features that don't exist, and generally have a hand in building something necessary for the industry.

Also, if you have a Ruby on Rails or SaaS group and would like us to come show you what the Morph Application Platform is all about and how we believe it can help your developers and entrepreneurs, please give me a shout at lincoln //at// morphlabs //dot// com.

Starbucks to offer Free Wi-Fi

2008-02-13T11:45:00.001-06:00

Back in December 2007 I wrote a post about saving Starbucks from its impending doom. As it turns out, they took my advice and are going to begin offering free Wireless Internet access. Hopefully this will stop the bleeding.

Taking Action on Web Activity Intelligence

2008-02-01T10:22:00.000-06:00

I've been monitoring my web statistics and have noticed some interesting things, and have also made some changes.

First, I've noticed a handful of clicks on my email address, which is behind a "mailhide" feature I wrote about here. I've noticed that these clicks came from people that found my site via a search for something to do with SaaS or they came from my LinkedIn profile. Either way, I can see that they weren't robots. The problem is that I never received an email from them.

Either the system failed (thy couldn't read the captcha, the popup was blocked, etc.) or they simply got irritated and moved on. Either way, that cost me a valuable contact so I have removed it. You can now contact me directly via email at lincoln@lincolnmurphy.com.

Second, aside from SaaS traffic, which makes up the majority of my traffic, thankfully, I've also noticed a lot of traffic coming on older articles. Some are links from other blogs that linked to my article when it was first posted. Others are coming in from Google searches (almost exclusively). Many keyword searches include the term Mapsco and end up at my lengthy article about the mapping company. In fact, I've had a handful of searches internally via my Lijit widget with the term Mapsco. The other non-SaaS traffic is coming from northwest Arkansas (Wal-Mart territory) to my article published early in 2007 about Wal-Mart's customer segmentation plan.

I'm have an pipeline of Software-as-a-Service (SaaS) Product Marketing articles that I'm going to try to bring online in the next couple of weeks. Also, I'm experimenting with Squidoo as a platform for aggregating SaaS Product Marketing news and articles.

New SaaS Objections?

2008-01-16T19:00:00.000-06:00

I'm always trying to learn about real life, in-the-field objections that sales people are having when it comes to selling SaaS products, especially to enterprise clients. There was an article published today on Silicon.com that features an objection to a SaaS product that I have not yet heard of... limited feature set. Wait, yes I have, and this is not a SaaS problem just because the product in question was a SaaS product.

If you aren't interested in reading the article, or the synopsis of the article, here is my take on it. Basically, the vendor showed the client some pre-release features that they couldn't deliver in a timely manner so the client looked for a product that could deliver. Unfortunately to get the features they needed, the client had to take a best-of-breed (do we still say this?) approach rather than an integrated one. This new approach caused problems since sharing data with the systems chosen proved to be a challenge.

This scenario could have occurred regardless of the software delivery method. First, integrating products that are not built to share data is not easy. Whether deployed or SaaS, products that are built without data sharing in mind often cause problems when forced to integrate. I think the mentality with a deployed solution, where you generally have access to the underlying database, is that if push comes to shove, you can drop down and query the data manually. Queries are one thing, but often people think they can import and export data this way. What they often miss is that business rules are enforced within at the application level and by writing directly to the database they could be causing data integrity problems.

Since SaaS products are hosted, a mechanism to directly work with the underlying database is generally not available, nor should it be. The SaaS vendor should know their market, know where they fit in the market, and know what products they might have to integrate with. They should learn this early in the process and create the tools necessary to allow for integration with those third-party systems. This should not come up as a concern to the client if the SaaS vendor has done their homework.

Second, in the case of the scenario referenced in the Silicon.com article, the vendor made the error of showcasing features they were not ready to deliver. Again, this is not a SaaS problem but an age-old problem in the Software business itself. Selling features that do not exist yet, or even products that don't exist yet, is not new, and not limited to SaaS. Software vendors of every kind must be cognizant that over promising and under delivering is not the way to build a sustainable business.

SaaS in North Texas

2008-01-16T17:37:00.000-06:00

At the first Southwest Venture Forum meeting of 2008, the official topic was "Venture Capital Update: 2008", but the unofficial topic, when speaking with those in attendance, was all SaaS. First, I spoke to a banker who said his client is a SaaS vendor (technically an ASP, but I forgive him) and the company handing out a 3-fold pamphlet for their MySpace killer (guerrilla style) have a "SaaS Guru" as their CTO.

Finally, the two companies that presented their investor pitches (Red Oxygen and 2Go Software) made sure to use the SaaS buzzword in their presentations, even though they don't seem to have SaaS products at all. Red Oxygen definitely has a hosted solution and I think 2Go said they do as well. Don't forget, however, that hosted is not the same as SaaS.

This was interesting, especially given the fact that this was a non-tech event. I do think that we need to re-define what SaaS is, but at least its out there, and technology start-ups in North Texas apparently see enough value in the term to use it in their pitches. I'm going to begin work cataloging the true SaaS start-ups in North Texas. If you have a SaaS start-up in this neck of the woods, drop me a line… lincoln [at] lincolnmurphy [dot] com