how to make sure the ceo funds your crazy ideas to make developers happy
TRANSCRIPT
© 2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Adam FitzGerald
Head, Worldwide Developer Marketing Amazon Web Services
How to make sure the CEO funds your crazy ideas to make developers happyFunding Models for Developer Relations Programs
@DevRelChap
Who am I?
Who are you?
What do you make/sell?
What do you make/sell?
What do you make/sell?
Pay as you GoSubscription
Consumption Pricing
You are a cost center!
What does one developer mean to my company’s business?
What do you make/sell?
What do you make/sell?
DevAcqCost < X%*UnitsSold*MargVal
What do you make/sell?
SpringSource 2006
Spring Community Population (Open Source)User base: 2,500,000
Key RatiosCore:Expert 20:1Forum:Registered 10:1Registered:Global 20:1
Global Population
Registered
Forum
Experts
Core
Active: 12,000
Committers: 20
Population
20x
30x
20x
Subscribers: 125,000
Answers: 400
10x
User base: 2,500,000
Application Management
Middleware / App Server Platform
Frameworks and Tools
Hyperictc ServerSpring & Grails
ManageRunBuild
SpringSource Solution:Modern Platform for Business Critical Applications
Spring Community Population (Open Source)User base: 2,500,000
Usage drives requirements
Key RatiosCore:Expert 20:1Forum:Registered 10:1Registered:Global 20:1
Global Population
Registered
Forum
Experts
Core
Active: 12,000
Committers: 20
Population
20x
30x
20x
Subscribers: 125,000
Answers: 400
10x
User base: 2,500,000
Raw Leads: valid contact information, but have not been assigned to an AE.
Open Leads: “Assigned Leads”have not yet been contacted by an AE.
Cam
paigns to Close to U
psell
Raw Leads
Open Leads
In Process
Working
OPPTY
In Process Leads: AE's are attempting to make contact via email and phone calls.
Working Leads: The lead responded to an email or a conversation has taken place..
Opportunites: AE was able to determine that there is a real project with a real budget and a project will take place in the next 3-months.
Ass
igne
d Le
ads
Community
$
5%
25%
30%
30%
20%
Key ConversionsCommunity-to-Raw: 5%Raw-to-Open: 25%Open-to-Working: 30%Working-to-Opty: 30%Opty-to-Close: 20%
DevAcqCost < X% * CCR*CRO*COW*CWO*COC*avgD$
Pay as you GoSubscription
Consumption Pricing
developer == customer
Customer Lifetime Value
Auto Regressive Integrated Moving Average
DevAcqCost < X% * CustLifeValueFT
How to make sure the CEO funds you crazy ideas to make
developer happy?
1: Know your expected DevAcqCost for each tactic2: Know your company’s business model3: Know your CEO’s tolerance for X%
AWS Pop-up Loft
Thank you!
Adam FitzGerald @DevRelChap