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Product growth 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 Beta-i, in Lisbon, on March 2017.

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Product growth with an API

  1. 1. how to grow your business with an API Bruno Pedro β€’ March 2017
  2. 2. ABOUTME β€’ Since 2004 has been building hundreds of API integrations β€’ 2008: Co-founded tarpipe, a predecessor to IFTTT and Zapier β€’ 2016: Co-founded Hitch, API community & support platform Bruno Pedro@bpedro
  3. 3. PARTI THE WHOLE PRODUCT
  4. 4. 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. β€”Regis McKenna
  5. 5. WHOLE PRODUCT
  6. 6. WHOLE PRODUCT Your Product Whole Product External Features
  7. 7. WHOLE PRODUCT Your Product Whole Product External Features
  8. 8. PARTII THE AUGMENTED PRODUCT
  9. 9. AUGMENTED PRODUCT The augmented product consists of the measures taken to help the consumer put the actual product to sustained use. β€”Philip Kotler
  10. 10. BUILD Your Product πŸ•’ πŸ•’ πŸ•’ πŸ•’ πŸ•’ }Time investment
  11. 11. BUY $ $ $ {Capital investment Your Product
  12. 12. BUYAND BUILD {Capital investment }Time investment $ $ $ πŸ•’ πŸ•’ πŸ•’ πŸ•’ πŸ•’ Your Product
  13. 13. PARTIII THE INTEGRATED PRODUCT
  14. 14. PARTNER P P P Your Product
  15. 15. AUTOMATION Your Product Your API
  16. 16. AUTOMATION Your API Your Product
  17. 17. INTEGRATION Your Product Your API Integration
  18. 18. COSTOF INTEGRATION Integration Your Product $ $ $ Your API @hitchhq
  19. 19. COSTOF INTEGRATION Development costs Maintenance costs Support costs
  20. 20. COSTOF INTEGRATION CoI over time costpercentage 0% 25% 50% 75% 100% time Development
  21. 21. COSTOF INTEGRATION CoI over time costpercentage 0% 25% 50% 75% 100% time Development Maintenance
  22. 22. COSTOF INTEGRATIONcostpercentage 0% 25% 50% 75% 100% time Development Maintenance Support @hitchhq
  23. 23. INTEGRATION LTV LTV on the integration cohort (usually calculated for a 36 month period) {The lifetime value of the whole integration
  24. 24. PAYBACK PERIOD Integration cohort MRR {How long it takes you to recover the CoI
  25. 25. GROWTH {Recommended values for SaaS
  26. 26. SUMMARY THE WHOLE PRODUCT THE AUGMENTED PRODUCT THE INTEGRATED PRODUCT @hitchhq
  27. 27. THANK YOU.

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