Targeted at entrepreneurial programmers, Walsh, a successful programmer and businessman, hopes to help people realize their dreams of becoming successful ISVs: Independent Software Vendors. Written colloquially, the author walks the reader through the process of simultaneously defining, developing and marketing of a software product or web-based service while building an internet-centric, self-funded company. The book covers both general business topics (such as marketing a product), and specifics for ISVs (finding product testers and blogging). It includes multiple interviews with successful ISV entrepreneurs. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)