Stop selling Drupal, start selling solutions to business problems.

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Using open source solutions like Drupal can save you money. Hurray! The bottom line always counts, especially today. No one should be wasting money.

But there are important reasons to use open source solutions beyond the price tag. The "Four Freedoms" that define open source software also define real business value: innovation, cost-savings, and risk mitigation. If you understand the true value in open source software and in a massively successful project like Drupal, you can bring your organization real benefits and add real value.

Let's think open source (let's think Drupal!), be its champions and explain it to our colleagues, bosses, friends, and decision makers: whether your MP, European bureaucracy, or marketing department.

Some questions and issues addressed by this session:

- The real values offered by the open source model and how to pitch it without "sounding like a software hippie".
- Explained: The open source model is clearly a safer, cheaper, and more innovative model for businesses and others.

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  • Take your business (and the Drupal project itself) to the next level with Drupal products.\n
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  • How many of you are new to Drupal?\nHow many of you are assessing or using Drupal for clients?\nHow many for your own projects, businesses, or ideas?\n\n
  • I am going to do this a couple of time today: when you hear one word, I’ll ask you to think of another.\nWhen you see and hear “Linux” now, think “Drupal”.\n
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  • What is the next watershed moment for Drupal?\n\n
  • Deanspace - Howard Dean, US presidential candidate.\n
  • mtv.co.uk, first Drupal version in D4.7 (?)\n
  • Commercial support.\n\n
  • whitehouse.gov\n\n
  • Al Jazeera, Warner Bros, Sony, Examiner.com, economist.com ...\n\n
  • What is the next watershed moment for Drupal?\n\n
  • More than 3000 people took the “State of Drupal 2011” survey.\n\n
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  • This flexibility allowed the emergence of Drupal software companies\nwith innovative products built with Drupal - I think these are the next watershed moment for Drupal\nDrupal's flexibility has resulted in Drupal products\nProducts are the key to the project's future:\n- as demo and pitch tools - lego tub and picture on lego set box\n- as work-reduction and efficiency aids\n- as solutions to commons problems\n- to grow the project, create more Drupal jobs, make more money ... I'll come back to this ...\n
  • Listen to your customers, give them the flexibility to solve problems\nthat you haven’t thought of or that don’t exist yet.\nRemember: Drupal is to our clients as PHP is to us ...\na too, a means to an end.\n
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  • This flexibility allowed the emergence of Drupal software companies\nwith innovative products built with Drupal - I think these are the next watershed moment for Drupal\nI’m going to talk about Drupal Commerce today, but it is only one example of many possibilities.\nThere are many verticals, many opportunities for Drupal PRODUCTS to make a difference: to the world, to your business, to the Drupal project, and so on\nDrupal Rooms, Open Public, etc. ...\n\n
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  • D7 is being adopted more rapidly than any other version of Drupal before. 100,000 live sites in 6 months. Drupal 6 took 1 year to reach this milestone.\n\n
  • Thanks to the innovations in Drupal 7, we’re starting to see great things happen:\nThe Commerce module is a great example of leveraging Drupal 7. I think it is going to expose Drupal to a new world.\n
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  • Let’s talk about the history of e-commerce and define the problem space a little better that Drupal Commerce is solving.\n
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  • • Mostly B2B\n• Online (not web!) - “MODEM COMMERCE”\n• No full transaction support\n• Completely custom\n
  • • Large players and large B2C markets\n• Pure e-commerce players\n• Focused on early adopters\n• Mostly custom platforms\n
  • • Profitability (!)\n• Channels & players multiply\n• Traditional retailers arrive\n• Multiple software platforms\n• Online shopping is a game for customers\n
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  • Provide and/or leverage multiple channels around and/or via your e-commerce platform:\n► Implement Product Content Management // ► Web, Mobile\n► Point of Sales // ► Blogs // ► Print, Videos, TV\n► Social Networks // ► B2B, B2C, C2C\n
  • Use rich content to recruit visitors, then provide an innovative experience to retain them:\n► Online Catalogs, not just shops // ► “Media Commerce”\n► Flash / Private Sales // ► Quality customer communities\n► Customization // ► Personalization //\n► Multichannel when it make sense\n
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  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • I just went through a lot of details about e-commerce and Drupal Commerce.\nWhy does any of this matter?\n(And keep in mind, this doesn’t just apply to e-commerce, it’s only one of many potential verticals and examples.)\n\n
  • - E-Commerce Expo London is not the biggest E-Commerce event: in\nEurope, E-Commerce Paris is bigger, in the US, IRCE is the biggest.\nThere is also a lot of smaller events that are bigger than EE London.\n
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  • The average E-retailer spends 7.4% of its revenues on technologies\n(including software, services, hardware and specific facilities).\nThe top of e-commerce pyramid spends 20% of its revenues on technologies,\nthe bottom spends down to 0.05% of its revenues on technologies.\n\n
  • Drupal is a small market compared to\nthe E-Commerce technology market as a whole\n
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  • E-Commerce != Drupal\n\nWe went to the biggest E-Commerce conferences and tradeshows in the world, only to realize huge differences between what customers and integrators expect from technologies in the e-commerce market and the Drupal market\n
  • E-Commerce != Drupal\n\nWe went to the biggest E-Commerce conferences and tradeshows in the world, only to realize huge differences between what customers and integrators expect from technologies in the e-commerce market and the Drupal market\n
  • Drupal is to our clients as PHP is to us ... a too, a means to an end.\nThe next slide is from 2001. I want you to imagine you hear the word “CMS” when you hear “personal computers” and ... this is important, “clients” when you hear the word “kids”. When you hear “educational software”, think “Drupal products.”\n
  • Drupal is to our clients as PHP is to us ... a too, a means to an end.\nThe next slide is from 2001. I want you to imagine you hear the word “CMS” when you hear “personal computers” and ... this is important, “clients” when you hear the word “kids”. When you hear “educational software”, think “Drupal products.”\n
  • Drupal is to our clients as PHP is to us ...\na too, a means to an end.\n
  • Listen to your customers, give them the flexibility to solve problems\nthat you haven’t thought of or that don’t exist yet.\n
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  • Stop selling Drupal, start selling solutions to business problems.

    1. 1. D rup alHow cts canp ro du the the t ake t to j ec pro level & n ex t is is hy th for w ne ws gr ea t o u. A. “jam” McGuire yJeffrey Acquia Manager of Community Affairs
    2. 2. How Drupal productsare good news for us all.
    3. 3. Who are you?
    4. 4. Drupal is changing business and theThis has happened beforein other open source projects.
    5. 5. “Linux is a transformational technology.Jim Whitehurst, CEO of Red Hat - http://techcrunch.com/2011/08/17/red-hat-ceo-at-linuxcon-i-have-no-idea-whats-next/
    6. 6. “The technology of Linux empowersadvancements and innovations that havenothing to do with the technology ofLinux. That is to say ...
    7. 7. “Linux supports the development ofnew business models, as well asnew technologies.”
    8. 8. Some history ...
    9. 9. Drupal watershedmoments
    10. 10. Drupal watershedmoments
    11. 11. Drupal watershedmoments
    12. 12. Drupal watershedmoments
    13. 13. Drupal watershedmoments
    14. 14. What’s next?
    15. 15. Describe Drupal in oneword
    16. 16. Flexibilityhas resulted in products
    17. 17. Intranet E-Commerce Social Business PublishingOnline Site-Builder Hosted Drupal
    18. 18. Don’t sell Drupal.Sell solutionsto real business problems.
    19. 19. For example ...
    20. 20. Dries Buytaert,Drupal ProjectLead
    21. 21. Drupal 7 is beingadopted morerapidly than anyother versionof Drupal before. DrupalCon London Keynote, August 2011
    22. 22. The Commerce moduleis a great exampleof leveraging Drupal 7.I think its going toexpose Drupal to a newworld. DrupalCon London Keynote, August 2011
    23. 23. Drupal Commerce went 1.0August 30th, 2011 at DrupalCon London
    24. 24. Commerce Guys+ Drupal+ E-Commerce expertise
    25. 25. On August 21st, 2011,2934 websites were alreadyusing Drupal Commerce. http://drupal.org/project/usage/commerce
    26. 26. As of October 9th, 2011 ...4725! http://drupal.org/project/usage/commerce
    27. 27. And on April 8th, 2012 ...12,583. http://drupal.org/project/usage/commerce
    28. 28. An e-commerce primer.
    29. 29. Where are we coming from?
    30. 30. 1980s: Early experiments son Ho li days, UK1981: Tho m B online shopping B2 2: Minitel , France198 1985: N issan UK
    31. 31. ot co m!!! D1990s: The webera ebpage ordering1994: Pi zza Hut w , Dell, eB ay - .co m1995: Amazon ba Gro u p & ATG19 98: Aliba
    32. 32. 2000s:All-outexpansion Amazon’s 1s t profit20 0320 0 6 Shopify20 08 Magento
    33. 33. 2010s: Where are we going?
    34. 34. Content-Driven, Open, SaaS,Mobile, Context-Aware ...
    35. 35. The challenges of e-commerce:
    36. 36. You need to attract and helpmany kinds of customers:
    37. 37. different ages,genders, locations,
    38. 38. different purchasing powers,preferences, and more.
    39. 39. You’re up against
    40. 40. many places toshop
    41. 41. on many devices Multiple Places to Buy Multiples Sources of Information
    42. 42. with many sources ofinformation. Multiple Places to Buy Multiple Devices
    43. 43. Can you handle it so far?
    44. 44. Can you handle it so far? It gets better ...
    45. 45. How things used towork:
    46. 46. How it works now:
    47. 47. How do you addressthe new reality?
    48. 48. Option 1: Play thegameGo multichannel
    49. 49. Option 2: Beat the gameContent-driven conversion& customer visitor experience
    50. 50. Drupal Commerceis getting tractionbecause does all of thisand more.
    51. 51. CONTENT MANAGEMENTSECURITY AND SCALABILITY CHANNEL MANAGEMENT PAYMENT PROCESSING PRODUCT MANAGEMENT PRODUCT SEARCH CUSTOMER MANAGEMENT E-COMMERCE EXTENSIONS ORDER MANAGEMENT PERSONALIZATION INTEGRATION
    52. 52. CONTENT MANAGEMENTSECURITY AND SCALABILITY CHANNEL MANAGEMENT PAYMENT PROCESSING PRODUCT MANAGEMENT PRODUCT SEARCH CUSTOMER MANAGEMENT E-COMMERCE EXTENSIONS ORDER MANAGEMENT PERSONALIZATION INTEGRATION
    53. 53. Content-Driven Conversion: PERSONALIZATION ARTICLES OPINION FORUMS BLOGS VIDEO OPINION SOCIAL WEB INTEGRATION
    54. 54. Why doesthis matter?
    55. 55. Drupal Services &related products in2011600 million €(best guess, but w00t!)
    56. 56. Global E-CommerceRetail Sales 2011: +19% 2010 2011 2009 20082007http://techcrunch.com/2011/01/03/j-p-morgan-global-e-commerce-revenue-to-grow-by-19-percent-in-2011-to-680b/http://seekingalpha.com/article/244604-j-p-morgan-global-e-commerce-revenue-to-grow-by-19-in-2011http://www.internetretailer.com/2011/01/04/global-e-commerce-sales-head-1-trillion-mark
    57. 57. Global E-CommerceRetail Sales 2011: +19% 2010 2011 2009 20082007 492B €http://techcrunch.com/2011/01/03/j-p-morgan-global-e-commerce-revenue-to-grow-by-19-percent-in-2011-to-680b/http://seekingalpha.com/article/244604-j-p-morgan-global-e-commerce-revenue-to-grow-by-19-in-2011http://www.internetretailer.com/2011/01/04/global-e-commerce-sales-head-1-trillion-mark
    58. 58. Global E-CommerceTechnology Market2011 36.4B€ E- Commerce Global Technology E- 492B€ Market Commerce MarketBased on Gartner, Forrester and Internet Retailer
    59. 59. GlobalE-Commerce Drupal – Services Technology & related Market products 36.4B€ 0.6B€ E-Commerce Software 3.3B€
    60. 60. But we needto get our act together.
    61. 61. E-commerce v. Drupal
    62. 62. Business-driven Developer-driven Open Source? Open Source! Now In a few months Buy Develop and Contribute E-Commerce Culture Web culture Products, Revenues Content, Community Roadmap mandatory Roadmap optional Site down: lose Site down: lose traffic revenues B2C B2B/B2C Moving slowly intoMoving fast into Mobile Mobile No religion Love Web standards
    63. 63. What does this teach us?
    64. 64. Back in 2001 someone elsedecided to focus onsolutions ...
    65. 65. Don’t sell Drupal.Sell solutionsto real business problems.
    66. 66. Special thanks:Luc Byhetdrupalcommerce.orgcommerceguys.comacquia.com
    67. 67. Thank you!Jeffrey A. “jam” McGuireAcquia Manager of CommunityAffairsjam@acquia.comTwitter: @horncologne

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