Creating Successful Developer Programs

Creating Successful Developer Programs: All About the Geeks Dave McClure Master of 500 Hats http://www.500hats.com http://500hats.typepad.com

7 Habits of Highly Successful Developer Programs
Audience : Identify Your Main Geeks
Product : Make Sure It’s Cool
Geeks : Takes One to Know One
Metrics : You Get What You Measure
Biz Model : Bake it into the API
Education : What Lombardi Said…
Marketing : Sell Them, Not You

Who’s Your Audience?
Who are you trying to reach?
end-customer
developers
indies?
small co’s?
enterprise partners?
What Makes Them Tick?
What Problems Do They Have?
Are there geeks who are ALREADY solving your customers’ problems?
if so, find & recruit them to your cause
if not… better find some fast.

Your Product = Better be Cool
To get Geeks behind your product, it needs to be Cool
cool = new, innovative, useful, latest tech
If it ain’t cool, MAKE it cool.
Provide [code] examples
Find developers who are already solving the problem; see if they will use your tools
if not, back to the drawing board
Your #1 Job is to help geeks:
1) Make Money, OR
2) Become Famous
(either one works)

Your Team = More Geeks
Q1: Are you a Geek?
A: if Yes -> Good. Now Go Find some More
A: if No -> STOP. Do not Pass Go. Do Not Collect $200
Hire EXTROVERTED Geeks (tough)
Bloggers / Writers
IRC / Wiki / Forum Addicts
Hang Out at Conferences & Draw a Crowd
Enjoy writing code samples & helping others
Recruit “Geek Advisory Board” with Target Expertise
Target Languages / Platforms
Customer Verticals
Already Successful / Making Money / Well-Known

Geek Metrics
Have Some.
Aligned with overall
business goals.
Examples:
# new customers
# downloads
# active developers
# transactions
$ revenue from APIs
TIP #1: Make Sure Your (non-Geek) Boss / Business Unit signs off on your metrics & goals
TIP #2: Assume <1% of downloads convert to active use

API Biz Model = Biz Model
Bake your Business Model into your API
no free rides, unless your product is free
Ultimately, your API is just a [hopefully] big business development deal
if your API helps geeks make $$$, YOU WIN!

Education = It’s The Only Thing
To Win , You Must Educate (Product Mktg)
To Educate , You Must Speak (Blog)
To Speak , You Must Do/Show (Code Examples)
TIP: DO NOT REQUIRE REGISTRATION OR LOGIN TO EDUCATE. EVER.
PERHAPS Require Reg / Login to Make Money / Get Fame ( but only if absolutely necessary )
EARLY BETA PROGRAMS = VIRTUE
NDAs & LEGAL DOCUMENTS = CARDINAL SIN

Marketing = Sell The Geeks, Not You
What do Geeks Crave?
Respect (always)
Attention (sometimes)
Money (sometimes)
If you help them -> BFF
Sell Your Best Geeks, Others Will Follow
Product Directory of 3 rd -party apps / services
Preferred / Certified developer program
Affiliate / Incentives for your geeks
$end them a $teady $tream of customer$

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Creating Successful Developer Programs

by Dave McClure on Oct 15, 2007

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