How to build a user group network.

Two years ago, Alpha Software took the plunge and sponsored a small Boston-area user group. "We half expected the group to fizzle out after a few meetings," admits Alpha chairman Richard Rabins. But instead the idea caught fire and turned into a nationwide network of 35 Alpha-specific user groups, 16 of which Rabins says are "very active." That's a strong presence for a company that sells its products primarily by direct mail and often struggles for visibility in a database market dominated by Microsoft and Borland. The secret, says Rabins, is to make sure that members get real benefits from group meetings. "Certain kinds of products, like databases, lend themselves to the user group concept," he says. "And there's comfort in seeing familiar faces and being in a supportive environment."

We asked Rabins how to build a successful user group network. His answers:

* Pick the right group leader: Alpha's first group in Boston was launched by an especially dynamic leader, says Rabins, and he's found that leadership is usually the most critical factor for a group. "The best user group leaders are consultants, because they're motivated by revenue and business concerns that someone who's just a customer won't feel," says Rabins. "It also takes a blend of skills to be a good leader--especially product knowledge and social and speaking skills." One of Alpha's less-successful groups recently changed leaders, Rabins says, and "the group is now flourishing, with about a hundred members."

* Spend money: Alpha encourages its groups to be independent, but the company also provides a modest amount of financial support. Rabins estimates that Alpha spends about $15,000 a year on start-up kits, door prizes, product giveaways, postage, and mailing lists. "We don't have exact numbers," he says, "but I'm confident that we offload enough technical support, marketing, and sales to justify our financial support."

* Help with promotion: "One of the most important things we provide is a regional mailing list for each user group leader," says Rabins. "And we also provide examples of successful postcard and direct mail layouts that other user groups have used for mailings."

* Share organizational tips: Every new group gets a collection of tips that Alpha has collected about the best way to run a small volunteer organization. The tips cover such topics as how often to meet (once a month works best, with a regular schedule and consistent location), how to structure meetings (a central topic and guest speaker are the most popular format), and how to find good speakers and topics (start by asking your own members for leads, Alpha suggests).

Richard Rabins, co-chairman, Alpha Software, 168 Middlesex Turnpike, Burlington, Mass. 01803; 617/229-2924.