1. How to Build an
AWS Consulting Practice
Cameron Inchley, Partner Manager
Amazon Web Services

2. Key Takeaways
• As an adviser to consumers of technology;
– You understand the unique market opportunity
presented by the emergence of AWS
– Based on research, experience and observation (not
opinion), we want to guide you on how to build a
consulting practice
– We want to make sure you have access to the tools
and resources to make sure you’re

3. Agenda
1. 5 Reasons to Build an AWS Practice (why)
2. Customer adoption lifecycle (what)
3. Practice Development (how)
i. Specialists
ii. Transformers
4. Best Practices, Resources, and Next Steps

4. 1. It’s Still Early
• We are in Year 3 of a 10 year adoption cycle
• In 2013 and 2014, we saw:
– Over $50m in funding go into our consulting ecosystem
– Analysts at IDC predict that the market for public cloud consulting
would grow 10x faster than overall IT professional services
– Multiple Enterprise customers going “all-in”
• AWS job postings show 1,500% increase since 2011
from

5. 2. Go Global in Minutes

6. 2. Go Global in Minutes

7. 3. Managed Solutions are Driving Revenue

8. 3. Managed Solutions are Driving Revenue

9. 4. AWS Improves Margins and Team Performance
Script your most common
project environments

10. 5. AWS Partner Network (APN) - Can Help You

11. Customer Cloud Adoption

12. The Journey – Plan the Work
Dev & Test True Production Mission Critical All-in
Build production apps
Migrate production apps
Marketing
Build mission-critical apps
Migrate mission-critical apps
Development and
test environments
Corporate standard
Experimentation Limited Use Widespread Use Corporate Standard

13. Three Ways to Develop a Practice
• Be a Specialist - Embed AWS into existing practices
Digital Media Big Data Storage Healthcare
Life Sciences Microsoft SAP Oracle
http://aws.amazon.com/partners/competencies

14. 1. Be a Specialist - Embed AWS into existing practices
Three Ways to Develop a Practice
Digital Media Big Data Storage Healthcare
Life Sciences Microsoft SAP Oracle
http://aws.amazon.com/partners/competencies

15. 1. Be a Specialist - Embed AWS into existing practices
Three Ways to Develop a Practice
Digital Media Big Data Storage Healthcare
Life Sciences Microsoft SAP Oracle
http://aws.amazon.com/partners/competencies
2. Be a Transformer - Develop overall cloud transformation practice

16. 1. Be a Specialist - Embed AWS into existing practices
Three Ways to Develop a Practice
Digital Media Big Data Storage Healthcare
Life Sciences Microsoft SAP Oracle
http://aws.amazon.com/partners/competencies
2. Be a Transformer - Develop overall cloud transformation practice
3. Do Both

17. DegreeofCloudAdoption
Time (Customer’s “Cloud Journey”)
Two Paths to Building a Practice
We
proactively
drive a
customer’s
movement
through the
journey.

18. DegreeofCloudAdoption
Time (Customer’s “Cloud Journey”)
Two Paths to Building a Practice
We
proactively
drive a
customer’s
movement
through the
journey.
Explore Adopt
VPC
Deployment
Backup /
Archiving
Dev/Test
Security and
Roles
LOB Application
Dev/Test
AD Integration
BI Project/ Data
Warehouse
Website Migration
New Web
Applications
Mobile
Applications
Internet of Things
Virtual Desktops
“Specialists”

19. DegreeofCloudAdoption
Time (Customer’s “Cloud Journey”)
Two Paths to Building a Practice
We
proactively
drive a
customer’s
movement
through the
journey.
Explore Adopt
VPC
Deployment
Backup /
Archiving
Dev/Test
Security and
Roles
LOB Application
Dev/Test
AD Integration
BI Project/ Data
Warehouse
Website Migration
New Web
Applications
Mobile
Applications
Internet of Things
Virtual Desktops
“Specialists”
Expand Transform
Trusted
Advisor
“Transformers”
Expand Transform
Department
Charge back
Models
Change
Management
Workshops
Provisioning
and Service
Catalog Design
Workload and
Cost Modeling
Tools
DevOps /
Cloudformation
Catalogue
IT Development
Processes
Managed
Services
Infrastructure
Deployment
Code Refactoring
Processes

20. The “Specialists”

21. Sales Opportunity
• Combine software or domain expertise with on
demand infrastructure to create turnkey solution
• Leverage cloud interest and adoption to generate
new clients in your area of expertise
• Opportunity to expand beyond pure SOWs into
full solution stack

22. Building AWS Capabilities
• New cloud roles are critical:
– AWS Architect
– AWS Software DevOps Lead
– Cloud Sales Leader (pricing and methodology)
• Understand and be able to model and explain licensing
models for your area of expertise
• Develop a cloud based methodology that leverages time
to market
• Build managed service capabilities, or find a partner

23. Specialists Revenue Opportunities

24. Specialists Revenue Opportunities
Solution Sell
$200K
➢ $100K to customize Solution
➢ $50K OnDemand EC2 over
1 year to run on AWS
➢ $25K in 3rd party SW
➢ $15K in Managed Services

25. Specialists Revenue Opportunities
Professio
nal
Services
/ Strategy
Consulti
ng /
Architect
ure
• 2x to 5x
• Multiplier
on top
• Of AWS
Applicati
on /
Develop
ment /
Integratio
n /
Migration
• $50k
• To
• $200K
Managed
Infrastru
cture
Services
• 15% to
40%
Uplift
• On AWS
AWS
Usage
Profit
Levers
• RI
Purchase
s
• Reduce
Costs
• 10% -
30%
Software
• 5% to
30%
License
Margins
Solution Sell
$200K
➢ $100K to customize Solution
➢ $50K OnDemand EC2 over
1 year to run on AWS
➢ $25K in 3rd party SW
➢ $15K in Managed Services
Overall Cost:
$115K
✓ $55K to Partner (IP)
✓ $30K to AWS (RI purchase)
✓ $20K for SW (20% margin)
✓ $10k for Mgd Svcs. (30%
margin)

26. Examples of Successful Partners:
ESRI seamless server migration
Use case: SAP and Sharepoint/SQL servers

27. Examples of Successful Partners:
Divested entity needing enterprise application
Use case: SAP Managed Services

28. The “Transformers”

29. Media Company: Journey into the cloud
True
Production
Share development
globally, in minutes
Dev & Test
APIs integrated legacy
technology
Mission Critical
Dozens of mobile apps
Key Back office apps
All-in
3,000 apps
• Migration 101
• Scale Fast-Global
• Security
• Enterprise Migration
• Legacy integration
• Big Data, Analytics
• HPC workloads
• Corporate Web/e-
Commerce
• Mobile/Social
• BackUp-HA-
Recovery-Archive-
DR-Storage
• Security
• CRM
• Large Database
• ERP
• Microsoft, SAP
• Infor, Oracle
• Cloud Desktops
• Collaboration/
FileSharing
• Security
• Cloud 1st
• All applications
• Operate at Scale
• Automation
• Global footprint
• Security
• DevOps –
Infrastructure as
Code

30. Media Company: Journey into the cloud
True
Production
Share development
globally, in minutes
Dev & Test
APIs integrated legacy
technology
Mission Critical
Dozens of mobile apps
Key Back office apps
All-in
3,000 apps
• Migration 101
• Scale Fast-Global
• Security
• Enterprise Migration
• Legacy integration
• Big Data, Analytics
• HPC workloads
• Corporate Web/e-
Commerce
• Mobile/Social
• BackUp-HA-
Recovery-Archive-
DR-Storage
• Security
• CRM
• Large Database
• ERP
• Microsoft, SAP
• Infor, Oracle
• Cloud Desktops
• Collaboration/
FileSharing
• Security
• Cloud 1st
• All applications
• Operate at Scale
• Automation
• Global footprint
• Security
• DevOps –
Infrastructure as
Code
APN and Consulting Partner Opportunity…Expanding

31. Cloud Adoption Framework - The Big Picture

32. Cloud Adoption Framework - The Big Picture
The AWS CAF organizes and describes
the perspectives in planning, creating,
managing, and supporting a modern IT
service.
Offers practical guidance and
comprehensive guidelines for
establishing, developing and running
AWS cloud-enabled environments.
It provides a structure where business
and IT can work together towards
common strategy and vision, supported
by modern IT automation and process
optimization.
People
Perspective
Process
Perspective
Security
Perspective
Maturity
Perspective
Platform
Perspective
Operating
Perspective
Business
Perspective

33. CAF Core Perspectives

34. CAF Core Perspectives
People Perspective
Defining and acquiring the skills
needed to adopt the AWS cloud
platform. Examples guidance include
role descriptions, training, certification
and mentoring.

35. CAF Core Perspectives
People Perspective
Defining and acquiring the skills
needed to adopt the AWS cloud
platform. Examples guidance include
role descriptions, training, certification
and mentoring.
Business Perspective
Identifying, delivering, and measuring business
impact using architectural approaches that align
technical delivery to business imperatives.

36. CAF Core Perspectives
People Perspective
Defining and acquiring the skills
needed to adopt the AWS cloud
platform. Examples guidance include
role descriptions, training, certification
and mentoring.
Platform Perspective
Represents the technology services of the
AWS cloud platform. Provides patterns,
guidance, and tools for optimal use of the
technology services and services to
implement.
Business Perspective
Identifying, delivering, and measuring business
impact using architectural approaches that align
technical delivery to business imperatives.

37. CAF Core Perspectives
People Perspective
Defining and acquiring the skills
needed to adopt the AWS cloud
platform. Examples guidance include
role descriptions, training, certification
and mentoring.
Maturity Perspective
Defining the target state architecture of the
organization and creating the required
blueprints and roadmaps.
Platform Perspective
Represents the technology services of the
AWS cloud platform. Provides patterns,
guidance, and tools for optimal use of the
technology services and services to
implement.
Business Perspective
Identifying, delivering, and measuring business
impact using architectural approaches that align
technical delivery to business imperatives.

38. CAF Core Perspectives
Process Perspective
Managing portfolios, programs and
projects to deliver expected business
outcome on time and within budget,
while keeping risks at acceptable
levels.
People Perspective
Defining and acquiring the skills
needed to adopt the AWS cloud
platform. Examples guidance include
role descriptions, training, certification
and mentoring.
Maturity Perspective
Defining the target state architecture of the
organization and creating the required
blueprints and roadmaps.
Platform Perspective
Represents the technology services of the
AWS cloud platform. Provides patterns,
guidance, and tools for optimal use of the
technology services and services to
implement.
Business Perspective
Identifying, delivering, and measuring business
impact using architectural approaches that align
technical delivery to business imperatives.

39. CAF Core Perspectives
Process Perspective
Managing portfolios, programs and
projects to deliver expected business
outcome on time and within budget,
while keeping risks at acceptable
levels.
People Perspective
Defining and acquiring the skills
needed to adopt the AWS cloud
platform. Examples guidance include
role descriptions, training, certification
and mentoring.
Maturity Perspective
Defining the target state architecture of the
organization and creating the required
blueprints and roadmaps.
Platform Perspective
Represents the technology services of the
AWS cloud platform. Provides patterns,
guidance, and tools for optimal use of the
technology services and services to
implement.
Security Perspective
Defining and implementing the
required levels of security, governance,
and risk management to achieve
compliance.
Business Perspective
Identifying, delivering, and measuring business
impact using architectural approaches that align
technical delivery to business imperatives.

40. CAF Core Perspectives
Process Perspective
Managing portfolios, programs and
projects to deliver expected business
outcome on time and within budget,
while keeping risks at acceptable
levels.
People Perspective
Defining and acquiring the skills
needed to adopt the AWS cloud
platform. Examples guidance include
role descriptions, training, certification
and mentoring.
Maturity Perspective
Defining the target state architecture of the
organization and creating the required
blueprints and roadmaps.
Platform Perspective
Represents the technology services of the
AWS cloud platform. Provides patterns,
guidance, and tools for optimal use of the
technology services and services to
implement.
Operating Perspective
Represents the ongoing management of the
functioning IT environment of AWS. Provides
process, guidance and tools for optimum
operational service management of the AWS
environment.
Security Perspective
Defining and implementing the
required levels of security, governance,
and risk management to achieve
compliance.
Business Perspective
Identifying, delivering, and measuring business
impact using architectural approaches that align
technical delivery to business imperatives.

41. Building the Adoption Roadmap

42. Building the Adoption Roadmap
People
Perspective
Process
Perspective
Security
Perspective
Maturity
Perspective
Platform
Perspective
Operating
Perspective
Business
Perspective

43. Building the Adoption Roadmap
People
Perspective
Process
Perspective
Security
Perspective
Maturity
Perspective
Platform
Perspective
Operating
Perspective
Business
Perspective

44. Building the Adoption Roadmap
Cost Mgmt
BCP
Org
Structure
Architecture
Optimization
Security
Review
Capability
Review
Process
Automation
People
Perspective
Process
Perspective
Security
Perspective
Maturity
Perspective
Platform
Perspective
Operating
Perspective
Business
Perspective

45. Building the Adoption Roadmap

46. New Required Skills
• Change Management Experts (IT Transformation,
Communication)
• Technical Skills (Cloud Architects, AWS Services
Experts, DevOps, App Migration, App Optimization)
• Security, Risk & Compliance
• Project Management (Agile & Formal)
• Specialists May be Required (Big Data, SAP, …)

47. Examples of Successful Partners
Use Case: QANTAS leverages Sourced Group for IT
transformation

48. Examples of Successful Partners
Use Case: Complete cloud journey supported by Odecee
Large
Australian
Logistics
Company

49. Resources and Best Practices

50. DegreeofCloudAdoption
Time (Customer’s “Cloud Journey”)
Tools to help advance the Journey
We
proactively
drive a
customer’s
movement
through the
journey.

51. DegreeofCloudAdoption
Time (Customer’s “Cloud Journey”)
Tools to help advance the Journey
We
proactively
drive a
customer’s
movement
through the
journey.
AWS Free Tier
FREE How-to
Videos
Joint Calls
Exec Briefings
AWS Partner
Educate
AWS Online
Accredidations
Explore

52. DegreeofCloudAdoption
Time (Customer’s “Cloud Journey”)
Tools to help advance the Journey
We
proactively
drive a
customer’s
movement
through the
journey.
AWS Free Tier
FREE How-to
Videos
Joint Calls
Exec Briefings
AWS Partner
Educate
AWS Online
Accredidations
Explore
Self-paced Labs
run.qwiklabs.com
Solution Architect
Advanced AWS
Training Courses
POC Funding
Certification
Programs
AMI’s /
Marketplace
Adopt

53. DegreeofCloudAdoption
Time (Customer’s “Cloud Journey”)
Tools to help advance the Journey
We
proactively
drive a
customer’s
movement
through the
journey.
AWS Free Tier
FREE How-to
Videos
Joint Calls
Exec Briefings
AWS Partner
Educate
AWS Online
Accredidations
Explore
Self-paced Labs
run.qwiklabs.com
Solution Architect
Advanced AWS
Training Courses
POC Funding
Certification
Programs
AMI’s /
Marketplace
Adopt
Custom Training
TCO Calculator
and Economics
Center
AWS PS
Supercharge
Enterprise
Agreements
Security &
Compliance
Expand

54. DegreeofCloudAdoption
Time (Customer’s “Cloud Journey”)
Tools to help advance the Journey
We
proactively
drive a
customer’s
movement
through the
journey.
AWS Free Tier
FREE How-to
Videos
Joint Calls
Exec Briefings
AWS Partner
Educate
AWS Online
Accredidations
Explore
Self-paced Labs
run.qwiklabs.com
Solution Architect
Advanced AWS
Training Courses
POC Funding
Certification
Programs
AMI’s /
Marketplace
Adopt
Custom Training
TCO Calculator
and Economics
Center
AWS PS
Supercharge
Enterprise
Agreements
Security &
Compliance
Expand
Trusted
Advisor
TAM
Executive
Coverage
Customer Advisory
Board
Transform
COE Program

55. Instructor-Led Training Courses
Solutions
Architects
Developers
SysOps
Administrators
Architecting
on AWS
DevOps Engineering
on AWS
Developing
on AWS
Systems Operations
on AWS
AWS
Technical
Essentials
Advanced
Architecting on AWS
Getting Started Advanced
Visit aws.amazon.com/training for course descriptions
Introduction
to AWS
Series
Big Data
on AWS
Specialty

56. Consulting Partner Best Practices Summary
✓ Decide early – specialist or transformer (or both!)
✓ Repeatable solutions, recurring revenue vs.
projects
✓ Automation, utilize products like CloudFormation,
Chef, and Puppet
✓ Formalized training & certification program
combined with competencies
✓ Dedicated sales, cloud practice leader with
assigned revenue goal
✓ Drink your own champagne (get your hands dirty)
✓ Generate case studies/references/, PR has
greater reach, advertise your success (social
media impact/awareness)
Deployment / Management / Design

57. Next Steps

58. Next Steps
• Review the following guides:
– APN Consulting Best Practices Guide*
– AWS Customer Adoption Framework*

59. Next Steps
• Review the following guides:
– APN Consulting Best Practices Guide*
– AWS Customer Adoption Framework*
• Choose your AWS Competency (more coming)

60. Next Steps
• Review the following guides:
– APN Consulting Best Practices Guide*
– AWS Customer Adoption Framework*
• Choose your AWS Competency (more coming)
• Look into the AWS Managed Service Program

61. Next Steps
• Review the following guides:
– APN Consulting Best Practices Guide*
– AWS Customer Adoption Framework*
• Choose your AWS Competency (more coming)
• Look into the AWS Managed Service Program
• Invest in solution repeatability

62. Next Steps
• Review the following guides:
– APN Consulting Best Practices Guide*
– AWS Customer Adoption Framework*
• Choose your AWS Competency (more coming)
• Look into the AWS Managed Service Program
• Invest in solution repeatability
• Understand AWS economics

63. Next Steps
• Review the following guides:
– APN Consulting Best Practices Guide*
– AWS Customer Adoption Framework*
• Choose your AWS Competency (more coming)
• Look into the AWS Managed Service Program
• Invest in solution repeatability
• Understand AWS economics
• Leverage AWS Marketplace (1500+ offerings)

64. Next Steps
• Review the following guides:
– APN Consulting Best Practices Guide*
– AWS Customer Adoption Framework*
• Choose your AWS Competency (more coming)
• Look into the AWS Managed Service Program
• Invest in solution repeatability
• Understand AWS economics
• Leverage AWS Marketplace (1500+ offerings)
• Leverage APN programs to expand your customer base

65. Next Steps
• Review the following guides:
– APN Consulting Best Practices Guide*
– AWS Customer Adoption Framework*
• Choose your AWS Competency (more coming)
• Look into the AWS Managed Service Program
• Invest in solution repeatability
• Understand AWS economics
• Leverage AWS Marketplace (1500+ offerings)
• Leverage APN programs to expand your customer base

66. Next Steps
• Review the following guides:
– APN Consulting Best Practices Guide*
– AWS Customer Adoption Framework*
• Choose your AWS Competency (more coming)
• Look into the AWS Managed Service Program
• Invest in solution repeatability
• Understand AWS economics
• Leverage AWS Marketplace (1500+ offerings)
• Leverage APN programs to expand your customer base

67. Next Steps
• Review the following guides:
– APN Consulting Best Practices Guide*
– AWS Customer Adoption Framework*
• Choose your AWS Competency (more coming)
• Look into the AWS Managed Service Program
• Invest in solution repeatability
• Understand AWS economics
• Leverage AWS Marketplace (1500+ offerings)
• Leverage APN programs to expand your customer base
* Both available through the APN Portal