How Not to Confuse Your Open Source Community with Your Customers
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How Not to Confuse Your Open Source Community with Your Customers

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My talk from OSCON 2012 in Portland, OR ...

My talk from OSCON 2012 in Portland, OR
http://www.oscon.com/oscon2012/public/schedule/detail/23398

Before we had Internet-sized bandwidth on which to collaborate around software, traditional software business was a simple pipeline. R&D delivered product into the pipe. Marketing delivered messages. Sales and marketing managed and qualified leads through the pipeline and if the product solved a customer problem properly, a market was made and you could measure the profits.

With the rise of the Internet collaborative development communities formed around FOSS licenses. Many have tried to create businesses around such communities, or conversely create their own communities as an adjunct to their business. But in the ensuing confusion of customers and community no one is ever happy.

This talk offers insight into how to think about both groups differently to everyone’s benefit.

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How Not to Confuse Your Open Source Community with Your Customers How Not to Confuse Your Open Source Community with Your Customers Presentation Transcript

  • How Not to Confuse Your Open Source Community with Your Customers Stephen R. Walli Technical Director, Outercurve Foundation @stephenrwalli stephen.walli@gmail.comMonday, 23 July, 12
  • Traditional Software Business R&D Product Customer Pipeline $$$ Messages Marketing Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 2Monday, 23 July, 12
  • Misconceptions about Community R&D Code, Product etc. Community Customer Pipeline $$$ Messages Marketing Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 3Monday, 23 July, 12
  • A Better Model for Community & Pipeline R&D Code, etc. Product Community Customer Pipeline $$$ Messages Conversations Marketing Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 4Monday, 23 July, 12
  • A Better Model for Community & Pipeline Community members build awareness and evangelize, Identify R&D provide expertise and trial support, are a demonstration of community solution viability, and provide great inertia around your solution Code, What etc. Product Mission? Platform & Tools $$$ Arch. of Deploy? Participation Identify Customer Awareness Download & Try Train? ??? Buy Code of Conduct IP Machine Messages Conversations Governance Structure Marketing Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 5Monday, 23 July, 12
  • What do you want to happen in Community • Bug Reports? (Test/QA) • Code? (New Innovation, Bug Fixes) • Translations? • Forums? (Support) • Education? (Tutorials, How-to) • “Plug-in” modules? (“Partners”) Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 6Monday, 23 July, 12
  • A Model for a Community Pipeline Download R&D Install/ Configure Code, etc. Product Use/ Deploy Report a Bug $$$ Download Source Code Build to Known State Messages Conversations Test to Known State Submit a Patch Marketing Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 7Monday, 23 July, 12
  • Understanding Community & Customers Community • Users with time but no money • Will contribute time to solve their problems • Look to community and project for solutions • Need guidance and tool support • Play by the community code of conduct • Become technology evangelists • Become knowledgeable experts Customers • They have money but little time • They want to buy something • Look to the product to solve their problems • Community/project is a test for product Before we had online communities around • May participate in community (by the rules) open source projects, tech communities overlapped customers much more because one needed to be a customer before one had the interest and joined the community Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 8Monday, 23 July, 12
  • Understanding Community and Open Source Pure Open Published Software Source Community Community • Users with time but no money • Will contribute time to solve their problems • Look to community and project for solutions • Need guidance and tool support • Play by the community code of conduct • Become technology evangelists • Become knowledgeable experts Traditional Closed Differentiated Product Company Customers • They have money but little time • They want to buy something • Look to the product to solve their problems • Community/project is a test for product • May participate in community (by the rules) Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 9Monday, 23 July, 12
  • Understanding Community and Open Source There is no requirement Published Softwa Published Sourcere to build a community if you publish source code You can have a Community community without open • Users with time but no money • Will contribute time to solve their problems source (e.g. MSDN) and • Look to community and project for solutions you can have open • Need guidance and tool support source without • Play by the community code of conduct • Become technology evangelists community • Become knowledgeable experts DifferentiatedProduct Publishing source is a sign of strength and confidence in your Customers customer commitment as • They have money but little time a company • They want to buy something • Look to the product to solve their problems • Community/project is a test for product Product • May participate in community (by the rules) Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 10Monday, 23 July, 12
  • Understanding Community & Partner Programs Community • Users with time but no money • Will contribute time to solve their problems • Look to community and project for solutions • Need guidance and tool support • Play by the community code of conduct • Become technology evangelists • Become knowledgeable experts Customers Partners • They have money but little time • Want to grow their business • They want to buy something • Want to complement the product • Look to the product to solve their problems • Want to cross-sell • Community/project is a test for product • May join the community • May participate in community (by the rules) • MUST play by community rules Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 11Monday, 23 July, 12
  • Understanding Community & Foundations Community • Users with time but no money • Will contribute time to solve their problems • Look to community and project for solutions • Need guidance and tool support • Play by the community code of conduct • Become technology evangelists • Become knowledgeable experts Members Foundations • Create neutral non-profit collaboration space • Provide IP management and risk mitigation • Provide project management expertise • Promote the technology (marketing) • Provide business operations • Provide technical services &infrastructure Members • Pay to manage the roadmap • Share the cost of technology promotion • Share the cost of clear IP management • Play by the rules of membership Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 12Monday, 23 July, 12
  • A Model for Thinking about Foundations • Neutral non-profit IP management machines • Encourage corporations to contribute and adopt –Better provenance management –Neutral ownership –Legal governance and bylaws • Henrik Ingo’s Observations –Foundations by the Numbers –The 9 largest open source communities versus the 10th • OpenStack and CloudStack Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 13Monday, 23 July, 12
  • James Dixon’s Beekeeper Model - I Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 14Monday, 23 July, 12
  • James Dixon’s Beekeeper Model - II Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 15Monday, 23 July, 12
  • Matt Aslett Evolves the Beekeeper Model Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 16Monday, 23 July, 12
  • The Reading List Customers and Community http://stephesblog.blogs.com/my_weblog/2010/05/open-source-communities-and-customers-in-pictures.html Products versus Projects http://www.networkworld.com/community/blog/foss-project-isn%E2%80%99t-necessarily-software-produ James Dixon’s Beekeeper Model http://jamesdixon.wordpress.com/the-bees-and-the-trees/ Henrik Ingo’s Foundation Numbers http://openlife.cc/blogs/2010/november/how-grow-your-open-source-project-10x-and-revenues-5x http://openlife.cc/blogs/2012/july/cloudstack-has-proof-foundations-way-create-foss-community Blog: Once More Unto the Breach http://stephesblog.blogs.com/ Twitter: @stephenrwalli Email: stephen.walli@gmail.com Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 17Monday, 23 July, 12
  • FIN Copyright, Stephen R. Walli, some rights reserved Distributed under a CC BY-NC-ND 2.0 Deed 18Monday, 23 July, 12