How can MSPs (managed services providers) push into software development for on-premises or cloud services? I explored that question a bit about a week ago. Now I’ve got some updated thoughts from Chris Chase, CEO of both Directive (an MSP) and JoomConnect (a Web software add-on for MSPs running ConnectWise). JoomConnect now has 400 partners leveraging its software and business marketing solutions. The big question: How is Chase building and managing two companies at once? And what inspired him to get into the software business? Here’s the interview, packed with updates.

MSPmentor: Refresh my memory: When did you launch Directive?

Chase: Directive was launched in 1993, web design and marketing division for local and regional clients in 1996.

MSPmentor: So when did you launch JoomConnect and why?

Chase: JoomConnect was launched in September 2009. That year we were moving from break-fix to managed services and building out our new website at www.directive.com. We wanted to let our clients log into our website and the ConnectWise Client Portal at the same time with a unified login, so we developed that for ourselves internally.

At a ConnectWise User Group Meeting, they broke up tables and asked everybody to come up with the best idea for ConnectWise. The table with the best idea would win a cash prize.  I was there with a new employee who had just started a week or two before. When it got to my turn to offer up an idea (I was going to mention a cool trick we were doing with agreements in CW), I had went to the bathroom and the new employee leaked JoomConnect, he didn’t know it was a secret. My table convinced me to present about it and the idea received enthusiastic applause and a standing ovation. JoomConnect won the contest. From that point on, I knew we needed to get it launched sooner than we originally planned.

MSPmentor: How are you balancing your need to focus on two businesses?

Chase: I have to admit it’s been very difficult. I’ve promoted from within with great success and have great people who have taken on my old roles on the MSP side of the business. I’m still very involved but the day to day is being handled by my staff. I’ve been focusing on growth, strategy and the tools we use etc. The Marketing we do for MSP clients is also used for our own MSP business and has been “forcing growth” on the MSP side even when I’m not ready for it.

I am mostly focused on the JoomConnect side of the business. But still LOVE my MSP Practice.

Recent Achievements

MSPmentor: What have been some key milestones this year?

Chase: There have been a few I’m pretty excited about. Many of these have been in the works for a long time but all came to a head this year.

Next Moves

MSPmentor: Any key goals for rest of year and 2013?

Chase: Lots of them. They include:

Big Risks, Big Rewards

As I’ve mentioned before, I think the best, most profitable MSPs will ultimately build their own intellectual property (in this case, Directive launching JoomConnect). But software development can be a particularly process for MSPs — especially those that have smooth-running recurring revenue businesses and don’t really want to get into the complexities of code development.

If I had to guess, I suspect fewer than 10 percent of MSPs have truly successful software development teams working on customer projects. And fewer than 1 percent of MSPs actually build out their own software — on premises, or on the cloud — as part of a separate business launch. Again, consider those figures educated guesses at best.