The document discusses strategies for API adoption, including focusing on business development partnerships with common customers first, offering tiered pricing models that start free to attract developers, marketing by sharing knowledge rather than just features, building an online and offline community, open sourcing libraries and documentation, and creating a popular service. It also highlights the importance of champions in sales, business development, marketing, community management, and open source.

1. 5!OR 6!
Adam DuVander
API
adoption strategies
@adamd

2. Your Typical Developer

3. Chris Jason, ESPN

5. ESPN
SportsZone
Launched
April 1, 1995

6. SO…
YOU HAVE
AN API

7. NOW YOU:
Hackathon!
Hacker News!
AdWords?

9. ArmchairBuilder.com

10. Why do you need
developers?

11. THEY MIGHT KNOW
Sales
Business Development
Marketing

12. THEY NEED CHAMPIONS
Community
Open Source

13. Business Development
Sales
Marketing
THE SIX
Community
Open Source
Jens Tärning, Mister Pixel, Aziz, Wilson Joseph and Björn Andersson

14. THE SIXTH
100%*

15. CREATE A SERVICE
THAT IS
POPULAR

16. Flickr user skipjack2000

18. THE FIRST
BIZ DEV

19. Jens Tärning

20. “PARTNER
FIRST
not ecosystem first”

21. Customers in common

23. “We find that if our
customers use any single
integration, they are three
times as likely to convert
to paid.”

25. Scouting developers
Alessandro Suraci

26. “If developers haven’t
launched an app yet, the
chance they’ll launch and
move the needle for
Retailigence is slim.”

28. THE SECOND
SALES

33. Pay as You Go
Pay for what you use
Grows as you grow
Seems fair
Tiered
Traditional SaaS model
Predictable
Allows volume discounts
Tiered with Trial
Get started for free
Upgrade when you grow
Devs like freemium
Most!
popular!!

35. THE THIRD
MARKETING

36. SumCo is proud to
announce a major update
to its Arithmetic API that
allows divisors with
values less than one…
blah blah blah

37. HOW TO
Divide by Zero

38. Lemon Liu
SHARE KNOWLEDGE
not features

39. How to Convince
Your Company to Go
with Golang
Why We Open
Sourced Our
Documentation

42. ALSO “DOCUMENTATION”
Tutorials
Sample Apps
Client Libraries

43. THE FOURTH
COMMUNITY

44. Wilson Joseph and SimpleScott

45. ONLINE
Y Hacker News

46. OFFLINE

47. THE FIFTH
OPEN
SOURCE

48. Contribute
to what you use
“Library support is a weakness.
I prefer to turn it into a strength
by open sourcing libraries that
we have to develop in Go.”

49. Open Source
Your Product

50. Integrate Your Product
With Open Source*
Plugins
Add-ons
*FOR COMMUNITY GOOD

51. Open Source
All You Can
Libraries
Documentation
Maybe Your Secret Sauce

52. API