Introduction to Application Distribution


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You've built the killer app, and now you just need to get it into the hands of prospects and customers. Don't let the process intimidate you! Come to this session to learn the ins and outs of packaging, security, license management, distribution channels, upgrades, and support. You'll be on the right road in no time!

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  • Good afternoon everyone and welcome to the session: Introduction to App Distribution . My name is Bill Mariani and along side of me is Andrew Albert. Both of us work in our ISV group and provide assistance to make our ISV’s successfulWe have a packed session in store you today where we plan to walk you through the App Distribution Lifecycle and Andrew here will demo some of the key areas in that process. So whether new to salesforce or a seasoned ISV vet there’s a lot of information that you will find useful store in today’s session. So with that… let’s get started
  • Here’s our Safe Harbor. Salesforce is a publicly traded company. More information about our Safe Harbor can be found on our website.
  • For starters:We do this by giving ISV’s the tools to the most common hurdles they face building commercial apps Technology CommercialismFor example: Many of the ISV’s that I talk either have an app already built in another technology or are thinking about building one and want the fast path to the cloud. And not just any cloud technology but one that gives them the tools to build a robust app.Next they need a way to distribute and market that app. The platform is why we have over 500 ISV using this techology today
  • We talk about marketing…A unique opportunity that ISV’s can take advantage of is our Appexchange. It’s a cloud marketplace that is a one stop shop for over 1000 cloud based applications. We have over 1000 apps build on the platform and that number continues to grow each dayMany of our customers realize that they are not in the business of building apps and need things to help support their businessCustomers and Prospects frequently visit the AppExchange to see how they can extend or customize salesforce instanceModel that is Trusted by our Customers and has been validated by our partners as a revenue generating opportunity
  • Since the launch of the Appexchange in 2006, our partners have earned over $350 Million in revenue. Partners large and small have found success in distributing their apps to customers. And new partners are added every day.Suggest talk to some of our established ISV partners to hear their stories while your out here
  • Our focus this afternoon is the Distributed Org ModelThis is the model that most of our ISV partners go withThe Distributed Org model is one in which you build an application that customers will install into their own environment After install, your customers gain the benefit of all the administration and customization capabilities native to the platform
  • When I mentioned early on about the app distribution life cycle we can think of it in 5 ways. This is probably a slide that your going to see a lot in the next few days for the ISV track. We like to focus on the first 3 today and then provide an overview of the Sell & Support. There’s some other sessions within the ISV track that you will want to attend that focus on these areas.
  • So let’s walk thru the 10 steps that are involved with distributing your app on the appexchange. Some of the steps are pretty self explanatory while others may need some further clarification if you’re new to the process. For those steps, we will demo those to give you a better understanding.So… first thing is to Register yourself as a Partner. Besides being part of the salesforce partner program you’ll find a lot of good information on the website about how to grow your business.Q: “What that cost for me to join?” Do I need to have my credit card ready”A: “It’s free to join”
  • Create a Partner DE OrgQ: “Why can you create so many different environments”A: “This allows ISV’s to build & test their app a number of different environments”
  • With, there’s no infrastructure to manage and no complicated software stack to install, patch, or tune. We take care of all of the infrastructure for you, with world-class security, scalability, and also gives you a development platform for building enterprise apps. Building custom apps on is much faster than traditional platforms, because we provide pre-built business app components like database, programmable UI and Logic, workflow, analytics, and more.Plus with Chatter, every app you build on can be a social app, with pre-built collaboration components like profiles, feeds, and content sharing.
  • So now that you have a better idea what packaging options are available to you and why you would use one vs. another… lets talk about how you would create a package. With managed packages, you’ll first need to create a namespace prefix. Salesforce prepends this prefix along with (2) underscores to components that need to be unique such as custom objects & fields. Q: “When I package up my app, does my Apex code test coverage need to be at least 75%”?A: Yes, anytime you package something, whether it’s a managed or unmanaged package.
  • We learn a few slides ago the (2) ways to distribute your app. Now let’s focus on the ISV Route: Managed packages. With the Managed Package, there are (2) flavorsavailable: Beta and ReleasedBeta Managed Package – Can be modified if changes are required. Used during the testing process and thus cannot be upgradedRelease Manage Package – Once you have completed your testing, you create a released package, thus locking down some components but allowing for it to be upgraded. Also, only Released Packages are tied to the LMA (Licenesing App) we will cover laterNote: Managed Packages can only be created from Developer Edition (DE) orgsQ: “This beta managed package, I understand this is something for testing purposes, but is it something that I could give to a prospect or customer to test out?”A: “You can however, beta packages are not product ready packages and cannot be installed into a production Org”
  • This step is one that you can and will typically run in parallel with some of the other steps and one that will be executed over and over again. Before you release your Managed Package, you'll want to ensure it adheres to our security recommendations. The scan looks for any anti-patterns such as ensuring your triggers are bulkified or making sure your test methods include assertion. It will also help with the AppExchange Security Review which we will cover on the next slide.
  • Andrew to Transition to BillAndrew was able to demo some of the key steps involved in configuring and packaging your app for distribution to your customers. Lets change gears and look at the Selling and Distribution aspects available for ISV’s.Distribution
  • Create your License Management Org – where you will manage customer’s access to your app. The LMA is a free app from that provides ISV’s a way to stay connected to your customersWhen a customer installs a version of your app, a lead record and a license record is created in the LMA
  • We at salesforce believe that the success of Cloud computing is dependant on earning and maintaining customer trust. As such there is nothing more important than the privacy of our customer data. So in line with that, we want to ensure that our ISV community also value trust and security as a value in the community. If you plan to release your app publicly on the AppExchange or you are an OEM planning to distribute your app through Trialforce, you must pass the Security Review. Important thing to note is that there are a number of free resources available to help you with this process for each phase (design to deploy)One of these is the Online Code Scanner which allows you to submit your custom code and have it run thru an automated series of checksGive you a back a report that highlight specific areas within your code (line number) to mitigate any issuesQ: “Do we need to go through a Security Review for every upgrade ”?A: “ No just every major upgrade“
  • Manage your own listing…. Selling and Distribution really starts with the Appexchange for a lot of your customers. It’s a marketplace that gives you the ability to Create Public Listing for your company and your product. It’s also where you setup how to manage the licenses for your customers and prospects, set up a test drive of your application And setup Free Trials – provides the ability to setup 30 day trials of salesforce and your app pre installed. In fact these trials can come pre loaded with sample data to help with user experience. No longer do you need to be the Sys Admin to try out an app. Get it Now Button – Users have the option to install it into an existing Org or provision a new one. Lastly it also where you will initiate your security review to make your app publicly available Q: “How much does salesforce keep for every dollar earned on the Appexchange”A: “Zero, there is no revenue sharing model”
  • Another option: other than Appexchange is TrialforceWe talked about the appexchange and how its this great place to sell and distribute apps to my customers that have salesforce. Well what do you do if you want to sell and market to customers that don’t have salesforce and want a free trial of it. Welcome to Trialforce – Provides a simple and straight forward way to provision free trials. Also it allows you to deploy your app from your own website. Really it allows ISV’s the ability to expand their distribution channel outside of the salesforce community.How does it work. User clicks a link on your website which in turn is linked to a DOT (Default Org Template) and creates a copy of your app in a brand new org.
  • Bill to Transition to Andrew
  • All about patches Roadmap is the ability to push new versions (all releases)
  • ISV’s about support to their customersTech support.. Logining in on a customers behave
  • Introduction to Application Distribution

    1. 1. Introduction to Application Distribution<br />Developers<br />Bill Mariani:<br />Andrew Albert:<br />
    2. 2. Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This document and others are available on the SEC Filings section of the Investor Information section of our Web site. <br />Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.<br />
    3. 3. Key Takeaways<br /> is a trusted enterprise platform for ISVs to distribute cloud-based applications <br />The distribution technology allows ISVs to develop, distribute, embed, install, upgrade, and license applications <br />
    4. 4. Agenda<br />Why build a Commercial app on<br />What is the distribution model for publishing an app?<br />Q&A<br />Tip: Post questions to Chatter in the Dreamforce App! <br />
    5. 5. Why ISV’s Build on<br />
    6. 6. Over 500 ISVs Partners in Market Today<br />ISV Partners<br />ISVs Have Access to:<br /><ul><li>Proven Cloud Technology
    7. 7. Go-to-Market Programs</li></ul>Build Commercial Apps<br />Develop on<br />Sell to New Markets<br />Market on the AppExchange<br />Partner <br />Support<br />Joint Sales<br />Engagement<br />Marketing &<br />Events<br />Tools <br />& Education<br />Access to<br />Partner Portal<br />Technology<br />Enablement<br />
    8. 8. The AppExchange MarketplaceMarket to millions of Salesforce customers and prospects<br />1000+<br />Apps <br />5000+ <br />Daily Unique Visitors<br />1000+<br />Daily Installs<br />
    9. 9. A Thriving Economy of Apps & Services The trusted enterprise cloud marketplace<br />$350 Million+<br />AppExchange partner revenue to date from AppExchange apps*<br />100% of all revenue goes to AppExchange developers<br />
    10. 10. Distribution Model Overview<br />
    11. 11. Our Focus: Distributed Org Model<br />Customer A<br />Customer B<br />Customer C<br />
    12. 12. Application Distribution ModelStep by Step<br />
    13. 13. Cloud App Lifecycle<br />Sell<br />Build<br />Support<br />Test<br />Package<br />
    14. 14. Cloud App Lifecycle<br />Sell<br />Build<br />Support<br />Test<br />Package<br />
    15. 15. Step 1: Register as a Partner.<br />Register on the Partner Portal<br />Go to and click Join Now<br />
    16. 16. Step 2: Create Developer Orgs<br />
    17. 17. Step 3: Build your Application<br />
    18. 18. Step 4: Choose Package Type<br />Unmanaged<br />Managed<br />Upgradeable<br />IP Protection<br />License Management<br />Support Tools<br />API Versioning<br />Namespaced<br />Not Upgradeable<br />Open Source<br />Templates<br />Fully Editable<br />Packaging is a way you can store and distribute your app to customers & prospects.<br />
    19. 19. Step 5: Package Your App<br />A component is one constituent part of a package. It defines an item, such as a custom object or a custom field.<br />Add Components<br />
    20. 20. Manage Package Version Options<br />Release<br />Beta<br />GA Release<br />Upgrade-able<br />Components are locked<br />Testing Purposes<br />Not upgrade-able<br />Components are unlocked<br />Installed only in DE or Sandbox orgs <br />Tip– Beta Packages cannot be installed in a production org<br />
    21. 21. Step 6: Test Installation<br />Tip: Use Beta Managed Packages to test <br />Upload your app as Beta Managed Package<br />Test full installation on various environments<br />Perform full QA cycle<br />Apply bug fixes in primary Developer Edition where package was uploaded<br />Upload as Managed-Released only after QA has been completed. <br />
    22. 22. Demo(Build & Test)<br />
    23. 23. Cloud App Lifecycle<br />Sell<br />Build<br />Support<br />Test<br />Package<br />
    24. 24. Step 7: Install License Manage Application<br />Allows you to apply licensing to your application<br />Receive notifications when new trials are provisioned<br />Track Installations & Used Licenses <br />Support Customer Installs <br />Install the LMA app from Appexchange into an Org<br />Tip: Make sure you link your LMA Org to your Appexchange listing before you ship it<br />
    25. 25. License Management Application (LMA)<br />
    26. 26. Step 8: Appexchange Security Review<br />Trust is of utmost importance <br />Make sure partner applications conform to industry standards<br />Customers trust 3rd party apps published on Appexchange<br />Mandatory for all public apps listed on the Appexchange <br />$300 for initial review & $150 each year thereafter<br />Duration: Approximately 2-4 weeks<br />Additional Resources: <br />Online Code Scanner<br />Security Checklist<br /> AppExchange Security Review<br />Tip: Use these additional resources well before you plan to initiate the Security Review<br />
    27. 27. Step 9: Appexchange Publishing Console<br />Create Public Listing<br />Setup Test Drive<br />Setup Free Trials<br />Manage Default Licenses<br />Initiate Security Review<br />Trials: Allow prospects to sign up for a free 30-day trial of Salesforce and your application.<br />
    28. 28. Demo(Distribute & Sell)<br />
    29. 29. Trialforce<br />Host a signup page to provision free, 30 day trials of your application.<br />Customize your application, including functionality, design, data and trial experience <br />Maximize the distribution of your applications<br />Run your own marketing campaigns<br />
    30. 30. Cloud App Lifecycle<br />Sell<br />Build<br />Support<br />Test<br />Package<br />
    31. 31. Package Upgrades<br />Patch Bug Fixes<br />Create a dev org for patch development<br />Automatically Deploy to Subscribers <br />Tip: Only supported for managed packages<br />
    32. 32. ISV Support<br />Spring ‘11<br />Package Support Access (Read-Only Setup Area)<br />Login Access (on behalf of customer)<br />Debug Logs<br />
    33. 33. Let’s Review<br />Register as Partner<br />Provision DE Org<br />Build app<br />Package App<br />Test Beta Package<br /><ul><li>Upload Released Package
    34. 34. Setup LMA
    35. 35. Configure Appexchange Listing
    36. 36. Appexchange Security Review
    37. 37. Setup Trialforce</li></ul>Distribute<br />Sell<br />Support<br />Build<br />Test<br />
    38. 38. What Next?<br />
    39. 39. Recommended Sessions @Dreamforce <br />Expanding Your Reach: How to Build a Killer Listing on the AppExchange<br />Wednesday, 12:15pm-1:15pm, West Mezzanine 270<br />Unleash the Power of the License Management Application<br />Wednesday, 1:45pm-2:45pm, Moscone West 2002<br />What’s New in for ISVs? <br />Wednesday, 3:15-4:15pm, Moscone West 2002<br />Architecting for Success: Designing and Building Your Commercial App<br />Thursday, 8:30am-9:30am, Moscone West 2002<br />
    40. 40. Q&A<br />Please post Questions to Chatter in Dreamforce App! <br />
    41. 41. How to Get Started<br />Sign up to be a Partner (<br />Visit the Partner Program & Appexchange Booths @Campground<br /> Zone @Moscone West <br />Review this presentation on the Chatter feed shortly<br />Post Questions to the DreamForce Chatter Session<br />
    42. 42. Resource Library<br /><ul><li>ISV Partner Program Overview
    43. 43. Application Distribution Overview
    44. 44. Introduction to Packaging
    45. 45. Introduction to Partner Environments
    46. 46. Designing an Application for Professional Edition
    47. 47. License Management Application Documentation
    48. 48. Trialforce Documentation
    49. 49. Appexchange Publishing Guide
    50. 50. Appexchange Security Review</li></li></ul><li>Introduction to Force.comApplication Distribution<br />
    51. 51. Visit the Developer Training and Support Booth in Zone<br />D I S C O V E R<br />Developer training, certification and support resources <br />that help you achieve<br />S U C C E S S<br />Find us in the Partner Demo Area of <br /> Zone 2nd Floor Moscone West<br />Learn about Developer Certifications<br />Discover Developer Learning Paths<br />
    52. 52. Remember. . .<br /><ul><li>Check Chatter for additional session information
    53. 53. Get your developer Workbooks and Cheat Sheets in the Zone
    54. 54. Visit for more information related to this topic</li></ul>Don’t forget the survey!<br />
    55. 55. How Could Dreamforce Be Better? Tell Us!<br />Log in to the Dreamforce app to submit<br />surveys for the sessions you attended<br />Use the Dreamforce Mobile app to submit surveys<br />OR<br />Every session survey you submit is a chance to win an iPod nano!<br />
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