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Every Cloud Service NeedsAPI Product ManagerThe marketer’s point of view
@Elie__“API” VS “Product”
@Elie__They say:
@Elie__“My API is my product”They say:
@Elie__Are they wrong?
@Elie__Are they wrong?“A mean rather than an end”
Headline should look like this@Elie__API = Deliver a Product
Headline should look like this@Elie__API = Deliver a Product≠ Product.= A way to access an app.
Headline should look like this@Elie__All we can say?
Headline should look like this@Elie__“Their product is deliveredthrough an API.”All we can say?
Headline should look like this@Elie__“Their product is deliveredthrough an API.”All we can say?But still, it feels wrong
@Elie__No APIs Before theProduct ManagerCame in
Headline should look like this@Elie__Now Everybody Knows About APIs
Headline should look like this@Elie__Now Everybody Knows About APIs
Headline should look like this@Elie__Now Everybody Knows About APIs
Headline should look like this@Elie__Now Everybody Knows About APIsB2C / Prosumers
Headline should look like this@Elie__Productization by
Headline should look like this@Elie__Made APIs popular: EC2, S3...Productization by
Headline should look like this@Elie__Wait. “Productization?”
Headline should look like this@Elie__Wait. “Productization?”It sounds bad but...
Headline should look like this@Elie__Building products
Headline should look like this@Elie__Building productsThat’s what they do
Headline should look like this@Elie__Before productization
Headline should look like this@Elie__Before productizationOnly potential
Headline should look like this@Elie__After productization
Headline should look like this@Elie__After productizationUsable
@Elie__Productization Is Vital
@Elie__To Sell
@Elie__Bezos didn’t invent REST,Jobs didn’t invent touchscreensProduct Management Is Key
@Elie__Hum.
@Elie__Hum.Not convinced?
@Elie__Know this startup?
@Elie__Know this startup?= 100% API-driven
@Elie__Know this guy?
@Elie__Know this guy?Ex Product Manager @Amazon
@Elie__
@Elie__API Veterans
@Elie__API Veterans
@Elie__API Veterans
@Elie__Not a single person
@Elie__Not a single personBut still, the product was an API
@Elie__“As a service” Meansyou are Selling aProduct, Not a Service
@Elie__Classic definitions
@Elie__Classic definitionsStill valid?
@Elie__= Physical Goods
@Elie__= ImmaterialSERVICE
@Elie__Can’t Touch MP3s
@Elie__Can’t Touch MP3sBut I can listen to it
@Elie__Pay attention to the “as a”
@Elie__= The way the product is deliveredPay attention to the “as a”
“SaaS”, “Web Service”...
“SaaS”, “Web Service”...= Business Model / Marketing Notion
“SaaS”, “Web Service”...= Business Model / Marketing Notion= “Get the advantages of a product,but consume it like a servic...
@Elie__“Products” areConsistent While“Services” are Not
@Elie__“Products”
@Elie__“Products”YOU pick them.
@Elie__“Services”
@Elie__“Services”THEY perform.
@Elie__Consistency VSuncertainty
@Elie__Companies want to deliverproducts, not services.
@Elie__
@Elie__“Your most valuable assets walk inand out of the door every day.”A Service Company
@Elie__
@Elie__“To create a service business you cansell, do whatever you can to make yourbusiness have a product and a formulatha...
@Elie__Bottom line:
@Elie__Bottom line:
@Elie__MUST be productsBottom line:
@Elie__Turning Your APIService into a Product
Headline should look like this@Elie__Again
Headline should look like this@Elie__Again(I don’t own stocks)
Headline should look like this@Elie__Follow the recipe:
Headline should look like this@Elie__1- Name itFollow the recipe:
Headline should look like this@Elie__1- Name it2- Package itFollow the recipe:
Headline should look like this@Elie__1- Name it2- Package it3- Write instructionsFollow the recipe:
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of cautionFollow the recipe:
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode itFollow th...
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywr...
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywr...
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywr...
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywr...
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywr...
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywr...
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywr...
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywr...
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywr...
Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywr...
@Elie__The API Manager makesthe magic happen
@Elie__About Me
Ive studied philosophy but myhead ended up in the cloud.Head of Marketing @MailjetFollow me @Elie__@Elie__About Me
See ya!@Elie__
See ya!elie.limailjet.comspeakerdeck.com/elie@Elie__
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Every Api Needs a Product Manager • Mailjet

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Every Api Needs a Product Manager by Elie Chevignard (Mailjet)

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Transcript of "Every Api Needs a Product Manager • Mailjet "

  1. 1. Every Cloud Service NeedsAPI Product ManagerThe marketer’s point of view
  2. 2. @Elie__“API” VS “Product”
  3. 3. @Elie__They say:
  4. 4. @Elie__“My API is my product”They say:
  5. 5. @Elie__Are they wrong?
  6. 6. @Elie__Are they wrong?“A mean rather than an end”
  7. 7. Headline should look like this@Elie__API = Deliver a Product
  8. 8. Headline should look like this@Elie__API = Deliver a Product≠ Product.= A way to access an app.
  9. 9. Headline should look like this@Elie__All we can say?
  10. 10. Headline should look like this@Elie__“Their product is deliveredthrough an API.”All we can say?
  11. 11. Headline should look like this@Elie__“Their product is deliveredthrough an API.”All we can say?But still, it feels wrong
  12. 12. @Elie__No APIs Before theProduct ManagerCame in
  13. 13. Headline should look like this@Elie__Now Everybody Knows About APIs
  14. 14. Headline should look like this@Elie__Now Everybody Knows About APIs
  15. 15. Headline should look like this@Elie__Now Everybody Knows About APIs
  16. 16. Headline should look like this@Elie__Now Everybody Knows About APIsB2C / Prosumers
  17. 17. Headline should look like this@Elie__Productization by
  18. 18. Headline should look like this@Elie__Made APIs popular: EC2, S3...Productization by
  19. 19. Headline should look like this@Elie__Wait. “Productization?”
  20. 20. Headline should look like this@Elie__Wait. “Productization?”It sounds bad but...
  21. 21. Headline should look like this@Elie__Building products
  22. 22. Headline should look like this@Elie__Building productsThat’s what they do
  23. 23. Headline should look like this@Elie__Before productization
  24. 24. Headline should look like this@Elie__Before productizationOnly potential
  25. 25. Headline should look like this@Elie__After productization
  26. 26. Headline should look like this@Elie__After productizationUsable
  27. 27. @Elie__Productization Is Vital
  28. 28. @Elie__To Sell
  29. 29. @Elie__Bezos didn’t invent REST,Jobs didn’t invent touchscreensProduct Management Is Key
  30. 30. @Elie__Hum.
  31. 31. @Elie__Hum.Not convinced?
  32. 32. @Elie__Know this startup?
  33. 33. @Elie__Know this startup?= 100% API-driven
  34. 34. @Elie__Know this guy?
  35. 35. @Elie__Know this guy?Ex Product Manager @Amazon
  36. 36. @Elie__
  37. 37. @Elie__API Veterans
  38. 38. @Elie__API Veterans
  39. 39. @Elie__API Veterans
  40. 40. @Elie__Not a single person
  41. 41. @Elie__Not a single personBut still, the product was an API
  42. 42. @Elie__“As a service” Meansyou are Selling aProduct, Not a Service
  43. 43. @Elie__Classic definitions
  44. 44. @Elie__Classic definitionsStill valid?
  45. 45. @Elie__= Physical Goods
  46. 46. @Elie__= ImmaterialSERVICE
  47. 47. @Elie__Can’t Touch MP3s
  48. 48. @Elie__Can’t Touch MP3sBut I can listen to it
  49. 49. @Elie__Pay attention to the “as a”
  50. 50. @Elie__= The way the product is deliveredPay attention to the “as a”
  51. 51. “SaaS”, “Web Service”...
  52. 52. “SaaS”, “Web Service”...= Business Model / Marketing Notion
  53. 53. “SaaS”, “Web Service”...= Business Model / Marketing Notion= “Get the advantages of a product,but consume it like a service.”
  54. 54. @Elie__“Products” areConsistent While“Services” are Not
  55. 55. @Elie__“Products”
  56. 56. @Elie__“Products”YOU pick them.
  57. 57. @Elie__“Services”
  58. 58. @Elie__“Services”THEY perform.
  59. 59. @Elie__Consistency VSuncertainty
  60. 60. @Elie__Companies want to deliverproducts, not services.
  61. 61. @Elie__
  62. 62. @Elie__“Your most valuable assets walk inand out of the door every day.”A Service Company
  63. 63. @Elie__
  64. 64. @Elie__“To create a service business you cansell, do whatever you can to make yourbusiness have a product and a formulathat predictably delivers results.”David Ogilvy
  65. 65. @Elie__Bottom line:
  66. 66. @Elie__Bottom line:
  67. 67. @Elie__MUST be productsBottom line:
  68. 68. @Elie__Turning Your APIService into a Product
  69. 69. Headline should look like this@Elie__Again
  70. 70. Headline should look like this@Elie__Again(I don’t own stocks)
  71. 71. Headline should look like this@Elie__Follow the recipe:
  72. 72. Headline should look like this@Elie__1- Name itFollow the recipe:
  73. 73. Headline should look like this@Elie__1- Name it2- Package itFollow the recipe:
  74. 74. Headline should look like this@Elie__1- Name it2- Package it3- Write instructionsFollow the recipe:
  75. 75. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of cautionFollow the recipe:
  76. 76. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode itFollow the recipe:
  77. 77. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywrite itFollow the recipe:
  78. 78. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywrite itFollow the recipe:Let’s try with an API?
  79. 79. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywrite itSee how it works
  80. 80. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywrite it‣ MailjetSee how it works
  81. 81. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywrite it‣ Mailjet‣APIsSee how it works
  82. 82. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywrite it‣ Mailjet‣APIs‣API DocSee how it works
  83. 83. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywrite it‣ Mailjet‣APIs‣API Doc‣Terms of UseSee how it works
  84. 84. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywrite it‣ Mailjet‣APIs‣API Doc‣Terms of Use‣SaaSSee how it works
  85. 85. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywrite it‣ Mailjet‣APIs‣API Doc‣Terms of Use‣SaaS‣Proprietary MTASee how it works
  86. 86. Headline should look like this@Elie__1- Name it2- Package it3- Write instructions4- Words of caution5- Barcode it6- Copywrite it‣ Mailjet‣APIs‣API Doc‣Terms of Use‣SaaS‣Proprietary MTASee how it worksThanks P&G!
  87. 87. @Elie__The API Manager makesthe magic happen
  88. 88. @Elie__About Me
  89. 89. Ive studied philosophy but myhead ended up in the cloud.Head of Marketing @MailjetFollow me @Elie__@Elie__About Me
  90. 90. See ya!@Elie__
  91. 91. See ya!elie.limailjet.comspeakerdeck.com/elie@Elie__

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