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How to make sure the CEO funds your crazy ideas to make developers happy

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How do you convince your business leaders that your programs to engage and excite developers are good for business?

This talk will analyze case studies on three successful developer engagement programs: packaged licensed software, open source development framework, and infrastructure as a service. Each of these different business models has a different way to measure the value of a developer. Understanding what this value is and how it is computed is essential for securing funding for the developer programs you want to build.

Published in: Marketing
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How to make sure the CEO funds your crazy ideas to make developers happy

  1. 1. © 2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Adam FitzGerald Head, Worldwide Developer Marketing Amazon Web Services How to make sure the CEO funds your crazy ideas to make developers happy Funding Models for Developer Relations Programs @DevRelChap
  2. 2. Who am I?
  3. 3. Who are you?
  4. 4. What do you make/sell?
  5. 5. What do you make/sell?
  6. 6. What do you make/sell?
  7. 7. Pay as you Go Subscription Consumption Pricing
  8. 8. You are a cost center!
  9. 9. What does one developer mean to my company’s business?
  10. 10. What do you make/sell?
  11. 11. What do you make/sell?
  12. 12. DevAcqCost < X%*UnitsSold*MargVal
  13. 13. What do you make/sell?
  14. 14. SpringSource 2006
  15. 15. Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population Registered Forum Experts Core Active: 12,000 Committers: 20 Population 20x 30x 20x Subscribers: 125,000 Answers: 400 10x User base: 2,500,000
  16. 16. Application Management Middleware / App Server Platform Frameworks and Tools Hyperictc ServerSpring & Grails ManageRunBuild SpringSource Solution: Modern Platform for Business Critical Applications
  17. 17. Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population Registered Forum Experts Core Active: 12,000 Committers: 20 Population 20x 30x 20x Subscribers: 125,000 Answers: 400 10x User base: 2,500,000
  18. 18. Raw Leads: valid contact information, but have not been assigned to an AE. Open Leads: “Assigned Leads”have not yet been contacted by an AE. Raw Leads Open Leads In Process Working OPPTY In Process Leads: AE's are attempting to make contact via email and phone calls. Working Leads: The lead responded to an email or a conversation has taken place.. Opportunites: AE was able to determine that there is a real project with a real budget and a project will take place in the next 3-months. AssignedLeads Community $ 5% 25% 30% 30% 20% Key Conversions Community-to-Raw: 5% Raw-to-Open: 25% Open-to-Working: 30% Working-to-Opty: 30% Opty-to-Close: 20%
  19. 19. DevAcqCost < X% * CCR*CRO*COW*CWO*COC*avgD$
  20. 20. Pay as you Go Subscription Consumption Pricing
  21. 21. developer == customer
  22. 22. Customer Lifetime Value
  23. 23. Auto Regressive Integrated Moving Average
  24. 24. DevAcqCost < X% * CustLifeValueFT
  25. 25. How to make sure the CEO funds you crazy ideas to make developer happy?
  26. 26. 1: Know your expected DevAcqCost for each tactic 2: Know your company’s business model 3: Know your CEO’s tolerance for X%
  27. 27. AWS Pop-up Loft
  28. 28. Thank you! Adam FitzGerald @DevRelChap

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