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Power Your Business & Your App with APIs and Marketplaces
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Power Your Business & Your App with APIs and Marketplaces

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B2B App Marketplaces present a terrific opportunity for app developers to distribute their software (typically SaaS) to well-qualified users who are ready to try and buy. This presentation will teach …

B2B App Marketplaces present a terrific opportunity for app developers to distribute their software (typically SaaS) to well-qualified users who are ready to try and buy. This presentation will teach you how to pick the best APIs and marketplaces for your app.

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  • 1. Power Your Business & Your App with APIs and Marketplaces Cooper Marcus Business Development - Platform, New Relic Formerly: Co-founder, Wishery cooper@newrelic.com @coopermarcus
  • 2. What was Wishery?
  • 3. What was Wishery? • Wishery = Gmail Gadget for CRM • 5 business app integrations • #1-ranked or Featured in 5 B2B app marketplaces • 100+ companies sign-up weekly • 20%+ upgrade to paid
  • 4. Orientation • Less: • Consumer • Mobile • Downloaded • Distinctions are disappearing - eg. Win8 App Store • More: • B2B • Web apps • SaaS
  • 5. Terminology • Publisher = produces an app THAT HAS an API and marketplace • Developer = produces an app LISTED ON a marketplace
  • 6. Why? • Discovery - Be where buyers are shopping • SEO • Enhanced conversions to paid • Co-marketing with marketplace hosts • Free $ (depending on marketplace) • The future is now
  • 7. 1.5x to 5x conversion to paid (compared to non-Google Apps Marketplace installs) http://googleappsdeveloper.blogspot.com/2011/09/finding-success-on-google-apps.html http://www.google.com/events/io/2011/sessions.html
  • 8. 1 tweet = 10x traffic to Wishery website
  • 9. How? 1. Scan 7. Launch 2. Deep Dive 8. Reviews and Ranking 3. Engage 9. Invest 4. Prioritize 10. Profit! 5. Build 11. More Profit! (aka Learn - and Repeat) 6. Test and Tune
  • 10. 1. Scan • Build list of all applicable marketplaces • See resources link at end • Seek: • Minimum initial effort • Audience appeal • Addressable market size
  • 11. 2. Deep Dive • Publisher customer perspective • Marketplace accessible? • Promoted by publisher? • Developer perspective • Marketing support? • Developer support? • API capabilities and quality? • Terms and conditions
  • 12. 3. Engage • Contact Publisher • Seek Publisher feedback on app and/or integration plans • Publisher’s Product Manager may have valuable insights • Solicit commitments • Co-marketing • Free $?
  • 13. 4. Prioritize • Rank Publishers - and re-rank • Start at the top • Parallel tracks?
  • 14. 5. Build • Minimum Viable Product (that isn’t lame) • New to APIs and integrations? • First time is tougher • OAuth and SSO • Runscope.com • Runnable.com
  • 15. 6. Test and Tune • Closed or Open beta? • “Reset button” for new user experience testing • Minimize publisher effort to support you (for now)
  • 16. 7. Launch • (First: pass Publisher review) • Quietly • Provide incredible support • Communicate personally with all new signups • Fix issues quickly • #1 most critical step - maximize your focus • Bad launch = bad reviews = unhappy Publisher
  • 17. 8. Reviews and Ranking • Ask for great reviews - Apptentive at 2:15pm! • Ask for no bad reviews • Measure and monitor - ChangeDetection.com • Most marketplaces have no analytics • Experiment to improve ranking • Reviews • Installs (maybe net installs) • AMO (App Marketplace Optimization)
  • 18. Keyword stuffing...
  • 19. or market research?
  • 20. 9. Invest • Spend social capital to get “featured” • Spend $ to get promoted • Advertise • Content Marketing: Blog posts, videos, case studies • Co-market and promote with Publisher • Outsource production? • More features? • Careful! Feature work may be easy, but non-productive
  • 21. 10. Profit!
  • 22. 11. More Profit! • Do it all again • Faster, smarter, better next time
  • 23. Resources • https://docs.google.com/spreadsheet/ccc? key=0As25v1LSfTQodDNCamd6UjJralJtMDR1eVF PSU1YYWc#gid=3 • cooper@newrelic.com • @coopermarcus • http://meetme.so/cooper • Share what you learn - let’s get better together