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How to grow your business with an API

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Learn how to create your whole product by integrating other products' features and growing your business.

Presented at the Barcelona Product Meetup in itnig, on March 2017.

Published in: Business
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How to grow your business with an API

  1. 1. how to grow your business with an API Bruno Pedro • March 2017
  2. 2. ABOUTME • Since 2004 has been building hundreds of API integrations • 2015: Co-founded Hitch, API community & support platform Bruno Pedro@bpedro
  3. 3. PARTI THE WHOLE PRODUCT
  4. 4. BREAD @hitchhq
  5. 5. BREAD 8 % 11 % 28 % 53 % Europe Americas APAC MEA Global market 2015 USD $187.1 B { source: Technavio
  6. 6. WHOLE PRODUCT (…) a whole product is a generic product augmented by everything that is needed for the customer to have a compelling reason to buy. —Regis McKenna
  7. 7. WHOLE PRODUCT
  8. 8. WHOLE PRODUCT Your Product Whole Product External Features
  9. 9. WHOLE PRODUCT Your Product Whole Product External Features
  10. 10. PARTII THE AUGMENTED PRODUCT
  11. 11. AUGMENTED PRODUCT The augmented product consists of the measures taken to help the consumer put the actual product to sustained use. —Philip Kotler
  12. 12. BUILD Your Product 🕒 🕒 🕒 🕒 🕒 }Time investment
  13. 13. BUY $ $ $ {Capital investment Your Product
  14. 14. BUYAND BUILD {Capital investment }Time investment $ $ $ 🕒 🕒 🕒 🕒 🕒 Your Product
  15. 15. PARTNER P P P Your Product
  16. 16. PARTIII THE INTEGRATED PRODUCT
  17. 17. PARTNER P P P Your Product
  18. 18. AUTOMATION Your Product Your API
  19. 19. AUTOMATION Your API Your Product
  20. 20. INTEGRATION Your Product Your API Integration
  21. 21. COSTOF INTEGRATION Integration Your Product $ $ $ Your API @hitchhq
  22. 22. COSTOF INTEGRATION Development costs Maintenance costs Support costs
  23. 23. COSTOF INTEGRATION CoI over time costpercentage 0% 25% 50% 75% 100% time Development
  24. 24. COSTOF INTEGRATION CoI over time costpercentage 0% 25% 50% 75% 100% time Development Maintenance
  25. 25. COSTOF INTEGRATIONcostpercentage 0% 25% 50% 75% 100% time Development Maintenance Support @hitchhq
  26. 26. INTEGRATION LTV LTV on the integration cohort (usually calculated for a 36 month period) {The lifetime value of the whole integration
  27. 27. PAYBACK PERIOD Integration cohort MRR {How long it takes you to recover the CoI
  28. 28. GROWTH {Recommended values for SaaS
  29. 29. SUMMARY THE WHOLE PRODUCT THE AUGMENTED PRODUCT THE INTEGRATED PRODUCT @hitchhq
  30. 30. THANK YOU.

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