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Creating Successful Developer Programs
Creating Successful Developer Programs
Creating Successful Developer Programs
Creating Successful Developer Programs
Creating Successful Developer Programs
Creating Successful Developer Programs
Creating Successful Developer Programs
Creating Successful Developer Programs
Creating Successful Developer Programs
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Creating Successful Developer Programs

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Presentation for 'Business of APIs' Conference, San Francisco, 10/15/07, Dave McClure.

Presentation for 'Business of APIs' Conference, San Francisco, 10/15/07, Dave McClure.

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  • Thanks for the post. Here’s a free developer program you can join to increase your knowledge and credibility in cloud application development. Get certified and bid on Caspio-specific projects to earn more money http://blog.caspio.com/news/announcing-caspio-certification-and-developer-network/
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  • good stuff!!
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  • 1. Creating Successful Developer Programs: All About the Geeks Dave McClure Master of 500 Hats http://www.500hats.com http://500hats.typepad.com
  • 2. 7 Habits of Highly Successful Developer Programs <ul><li>Audience : Identify Your Main Geeks </li></ul><ul><li>Product : Make Sure It’s Cool </li></ul><ul><li>Geeks : Takes One to Know One </li></ul><ul><li>Metrics : You Get What You Measure </li></ul><ul><li>Biz Model : Bake it into the API </li></ul><ul><li>Education : What Lombardi Said… </li></ul><ul><li>Marketing : Sell Them, Not You </li></ul>
  • 3. Who’s Your Audience? <ul><li>Who are you trying to reach? </li></ul><ul><ul><li>end-customer </li></ul></ul><ul><ul><li>developers </li></ul></ul><ul><ul><ul><li>indies? </li></ul></ul></ul><ul><ul><ul><li>small co’s? </li></ul></ul></ul><ul><ul><ul><li>enterprise partners? </li></ul></ul></ul><ul><li>What Makes Them Tick? </li></ul><ul><li>What Problems Do They Have? </li></ul><ul><li>Are there geeks who are ALREADY solving your customers’ problems? </li></ul><ul><ul><li>if so, find & recruit them to your cause </li></ul></ul><ul><ul><li>if not… better find some fast. </li></ul></ul>
  • 4. Your Product = Better be Cool <ul><li>To get Geeks behind your product, it needs to be Cool </li></ul><ul><ul><li>cool = new, innovative, useful, latest tech </li></ul></ul><ul><li>If it ain’t cool, MAKE it cool. </li></ul><ul><li>Provide [code] examples </li></ul><ul><li>Find developers who are already solving the problem; see if they will use your tools </li></ul><ul><ul><li>if not, back to the drawing board </li></ul></ul><ul><li>Your #1 Job is to help geeks: </li></ul><ul><ul><li>1) Make Money, OR </li></ul></ul><ul><ul><li>2) Become Famous </li></ul></ul><ul><ul><li>(either one works) </li></ul></ul>
  • 5. Your Team = More Geeks <ul><li>Q1: Are you a Geek? </li></ul><ul><ul><li>A: if Yes -> Good. Now Go Find some More </li></ul></ul><ul><ul><li>A: if No -> STOP. Do not Pass Go. Do Not Collect $200 </li></ul></ul><ul><li>Hire EXTROVERTED Geeks (tough) </li></ul><ul><ul><li>Bloggers / Writers </li></ul></ul><ul><ul><li>IRC / Wiki / Forum Addicts </li></ul></ul><ul><ul><li>Hang Out at Conferences & Draw a Crowd </li></ul></ul><ul><ul><li>Enjoy writing code samples & helping others </li></ul></ul><ul><li>Recruit “Geek Advisory Board” with Target Expertise </li></ul><ul><ul><li>Target Languages / Platforms </li></ul></ul><ul><ul><li>Customer Verticals </li></ul></ul><ul><ul><li>Already Successful / Making Money / Well-Known </li></ul></ul>
  • 6. Geek Metrics <ul><li>Have Some. </li></ul><ul><li>Aligned with overall </li></ul><ul><li>business goals. </li></ul><ul><li>Examples: </li></ul><ul><ul><li># new customers </li></ul></ul><ul><ul><li># downloads </li></ul></ul><ul><ul><li># active developers </li></ul></ul><ul><ul><li># transactions </li></ul></ul><ul><ul><li>$ revenue from APIs </li></ul></ul><ul><li>TIP #1: Make Sure Your (non-Geek) Boss / Business Unit signs off on your metrics & goals </li></ul><ul><li>TIP #2: Assume <1% of downloads convert to active use </li></ul>
  • 7. API Biz Model = Biz Model <ul><li>Bake your Business Model into your API </li></ul><ul><ul><li>no free rides, unless your product is free </li></ul></ul><ul><li>Ultimately, your API is just a [hopefully] big business development deal </li></ul><ul><ul><li>if your API helps geeks make $$$, YOU WIN! </li></ul></ul>
  • 8. Education = It’s The Only Thing <ul><li>To Win , You Must Educate (Product Mktg) </li></ul><ul><li>To Educate , You Must Speak (Blog) </li></ul><ul><li>To Speak , You Must Do/Show (Code Examples) </li></ul><ul><li>TIP: DO NOT REQUIRE REGISTRATION OR LOGIN TO EDUCATE. EVER. </li></ul><ul><li>PERHAPS Require Reg / Login to Make Money / Get Fame ( but only if absolutely necessary ) </li></ul><ul><li>EARLY BETA PROGRAMS = VIRTUE </li></ul><ul><li>NDAs & LEGAL DOCUMENTS = CARDINAL SIN </li></ul>
  • 9. Marketing = Sell The Geeks, Not You <ul><li>What do Geeks Crave? </li></ul><ul><ul><li>Respect (always) </li></ul></ul><ul><ul><li>Attention (sometimes) </li></ul></ul><ul><ul><li>Money (sometimes) </li></ul></ul><ul><li>If you help them -> BFF </li></ul><ul><li>Sell Your Best Geeks, Others Will Follow </li></ul><ul><ul><li>Product Directory of 3 rd -party apps / services </li></ul></ul><ul><ul><li>Preferred / Certified developer program </li></ul></ul><ul><ul><li>Affiliate / Incentives for your geeks </li></ul></ul><ul><ul><li>$end them a $teady $tream of customer$ </li></ul></ul>

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