Do you sell them a GPS tracker and show them their GPS logs in an online map maybe?

If so, I'd make the selling of the GPS tracker more obvious. You can also do customer testimonials.

The "customers" are ski area managers, they pay me to publish their maps and generate their trail reports.

The sign-up process is slightly obtuse on purpose. Because I'm still busy developing the site, only the really motivated customers actually contact me (via the "Contact" page), so I don't have to spend too much time doing a sales pitch that goes nowhere. I'm fortunate that I have a decent runway to play with.

I'll change that a bit this summer once I'm no longer frantically building out features.

There is effort required on my part for each sign-up, mostly around cleaning up GIS data that new customers supply, although I do supply a backend with tools for map management. The ski area managers are often extremely non-technical, and like the personal touch. I charge a modest premium for that.

A couple of areas are funding their subscription by getting a local ski shop to pay for the service. There's a huge range of budgets across the industry, it's been tricky figuring out pricing that works for everyone.

There are a couple of areas that have tried to DIY, with limited success, they usually simply don't have the technical knowledge on staff. I've been surprised myself at the breadth of technical turf I've had to cover to create something that works reliably and simply. For a reasonably technical software engineer with a bit of hardware experience, it's not a big deal, but for everyone else, it's too complex a problem.

One of the really interesting problems I had to solve was reliably figuring out which trail the grooming equipment was traversing. Unlike roadways, the GPS data for the trails is typically either non-existent, inaccurate or just plain wrong. Cleaning that up is a bit of effort for each ski area. In addition, ski trails are often in much closer proximity than roadways, which combined with GPS error margins, means that I had to do some fairly gnarly stuff to avoid jumping between nearby trails constantly. It looks simple enough on the surface, but it required some real hair-pulling to get working reliably.

Contract negotiations with cell-network providers weren't much fun either. Many ski areas are in pretty marginal cell-network coverage regions, so finding devices that behaved well in that environment was critical (in addition to handling very cold weather, i.e. -40F for 8 hour stretches). The grooming staff are typically completely non-technical, working weird shift hours, etc, so the system has to be completely hands-off after installation. Finding a device that would do that, handle the harsh environment and be properly certified to operate on the north american mobile networks was no easy task.

I also make a version of the tracker that I pack inside a Pelican case and expose a cigarette lighter plug, for use on snowmobiles. Most people can handle plugging that in, no instructions required.

My local ski area has a couple of machines that they let me crawl through, so I take lots of photos of the important parts of the installation process, best places to place antennas, etc, and put them in an "install guide" PDF that I print and include in any shipments I send. I also wrote up a "how to test/verify that the unit is working" guide, and ask people to go through that before contacting me for troubleshooting. If they call, I ask if they've gone through the test/verify guide. If they haven't, I tell them to do that, then call back if it's still not working.

So far, so good.

Ski areas pay me to generate trail reports, and either link to the "default" report I publish for each area, or they publish the reports on their own websites. Reports are also printed and pinned up in lodges, or emailed by marketing departments to subscribed skiers. I'm not depending on people visiting my site for revenue.

What you have to realize is that people aren't out there searching for "gps grooming reports" (although I think I do pretty well in the search results for that phrase now). A this stage, they don't even know it exists. The sales channels that have worked so far are: word-of-mouth (it's a tiny industry where everyone knows everyone), personal introductions and a few cold-calls when I can summon the courage, and I don't expect that to change significantly.

This is the first "season" that I've worked on it full time and I've almost hit minimum wage. I expect to do better than that next winter. I have a decent runway, live very cheaply and don't have billion-dollar ambitions. I've supplemented the revenue with a little bit of side-consulting, but not a lot.

Chill, man.