The document discusses how to grow a business through API integrations, outlining the importance of the whole product concept which includes necessary features to drive customer purchases. It explains the augmented product, which focuses on consumer support for sustained product use, and provides insights on costs associated with integration and the lifetime value of integrations. The content emphasizes strategic considerations for product development in the SaaS market.

1. how to
grow your business
with an API Bruno Pedro • March 2017

2. ABOUTME
• Since 2004 has been building hundreds of API integrations
• 2015: Co-founded Hitch, API community & support platform
Bruno Pedro@bpedro

3. PARTI
THE WHOLE PRODUCT

4. BREAD @hitchhq

5. BREAD
8 %
11 %
28 %
53 %
Europe Americas APAC MEA
Global market 2015
USD $187.1 B
{
source: Technavio

7. 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

8. WHOLE PRODUCT

9. WHOLE PRODUCT
Your Product
Whole Product
External Features

10. WHOLE PRODUCT
Your Product
Whole Product
External Features

11. PARTII
THE AUGMENTED PRODUCT

12. AUGMENTED PRODUCT
The augmented product consists of the measures
taken to help the consumer put the actual
product to sustained use.
—Philip Kotler

13. BUILD
Your Product
🕒
🕒
🕒
🕒
🕒
}Time
investment

14. BUY
$
$
$
{Capital
investment Your Product

15. BUYAND BUILD
{Capital
investment
}Time
investment
$
$
$
🕒
🕒
🕒
🕒
🕒
Your Product

16. PARTNER
P
P
P
Your Product

17. PARTIII
THE INTEGRATED PRODUCT

18. PARTNER
P
P
P
Your Product

19. AUTOMATION
Your Product
Your API

20. AUTOMATION
Your API
Your Product

21. INTEGRATION
Your Product
Your API
Integration

22. COSTOF INTEGRATION
Integration
Your Product
$
$
$
Your API
@hitchhq

23. COSTOF INTEGRATION
Development costs Maintenance costs Support costs

24. COSTOF INTEGRATION
CoI over time
costpercentage
0%
25%
50%
75%
100%
time
Development

25. COSTOF INTEGRATION
CoI over time
costpercentage
0%
25%
50%
75%
100%
time
Development Maintenance

26. COSTOF INTEGRATIONcostpercentage
0%
25%
50%
75%
100%
time
Development Maintenance Support
@hitchhq

27. INTEGRATION LTV
LTV on the integration cohort
(usually calculated for a 36 month period)
{The lifetime value
of the whole
integration

28. PAYBACK PERIOD
Integration cohort MRR
{How long it
takes you to
recover the CoI

29. GROWTH
{Recommended
values for SaaS

30. SUMMARY
THE WHOLE PRODUCT THE AUGMENTED PRODUCT THE INTEGRATED PRODUCT
@hitchhq

31. THANK YOU.