Assuming you're using visual studio (not command-line) right click on your project in the Solution Exploerer window, and select Properties. Look for the 'TargetServerURL' property, ensure that this si set to something like http://steves_machine/reportserver , so in short, if you're deploying to your local, then this should be your machine name slash reportserver (not reports). Reports is report manager, reportserver points to the web service which will let you publish the report/s.