Every Api Needs a Product Manager • Mailjet

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

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

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