Launching an App on AppExchange - Knowing the Unknown


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You will learn the Do's and Don'ts of how to launch your app on the AppExchange.

It covers the following topics:

• How to register for ISV Partner program
• Benefits of being ISV Partner
• Your first app idea - You built it and packaged it, Now what ???
• How to launch your first app? FREE vs. PAID?
• How to manage Patches, Teams, Testing, and new versions?
• LMA (License Management Org) - Best Practices?
• Resources

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Launching an App on AppExchange - Knowing the Unknown

  1. 1. Presented at Twin Cities Salesforce User Group (TCSFUG) & Twin Cities Salesforce Developer User Group (TCDUG) Launching Your App on AppExchange Knowing the Unknown By Kashif (Kashi) Ahmed @KashifAhmed Disclaimer: Words and Opinion are my own, based on my personal experience…
  2. 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forwardlooking statements.
  3. 3. Little Bit About Me Kashif (Kashi) Ahmed Technologist and CRM Evangelist Co-Leader of Twin Cities Salesforce Developer User Group Thomson Reuters, Lead CRM Analyst Webider, LLC, Founder & Owner @KashifAhmed in/Kashi Currently Salesforce ISV AppExchange Partner Created an Open Source Mobile2Lead App Launched two apps on AppExchange When not working
  4. 4. Agenda •  What motivated me to launch an App? (MY STORY) •  Why should you launch an app? •  Roadmap to Launch Your First App •  ISV Partner Program •  Manage Billing and Checkout •  LMA (License Management Application) •  Understanding Partner Orgs and Managing them •  Demo •  Lesson Learned, Tips, and Best Practice •  Resources •  Q&A
  5. 5. Poll Raise hand, if you have an IDEA & want to launch an App on AppExchange?
  6. 6. What motivated me to launch an App? MY STORY
  7. 7. Mobile App Competition in 2013 •  Got interested when Salesforce Touch launched • launched Mobile App competition in 2013 •  Built an app in 2 days and submitted in the competition •  Created an Open Source Web to Mobile App •  •  i.e. Didn’t win the competition, but ... What’s next?
  8. 8. What’s Next àApps on AppExchange •  •  •  Excited about App Development and launching one of my own app on AE Started learning about AppExchange program & Managed Packaged App Development Signup for Salesforce ISV AppExchange Partner i.e. •  Developed app, went through security review process (Learning Curve) •  Launched following two apps on AppExchange in 2013 My Favorites App Travel Management App Just ONE CLICK! Yes, this app allows you to bookmark any page or task or URL. Access important records & Reports in 1-Click Travel requests and approvals just got easier and more efficient via Workflow, Chatter, & Email. Manage requesting travel to client site in SFDC.
  9. 9. Why do you want to launch an App? You see a problem, you develop a solution, and want to share it with the rest Questions you might face: •  Unmanaged vs. Managed Packages? •  Open Source vs. FREE vs. PAID App •  Launch it as an App on AppExchange? •  How to launch it? How to manage billing and customers? •  What is the cost involved in launching an app?
  10. 10. Roadmap to Launch Your First App •  Iron out your idea’s details •  ISV Programs: Register as App Provider / ISV partner •  Register for Checkout process & setup billing (only for Paid apps) •  Create partner Developer org and build your app •  Create partner Test orgs and Test – Test – Test •  Get Free CRM Business Org (LMO/APO) •  Install LMA (License Management App) 2.0 – Need to create a case with partner portal to get it •  Link your orgs together - LMO (License Management Org) / APO (AppExchange Publishing Org) •  Submit app for Security Review $$$ •  Create an AppExchange listing and market Image credit: Google Images -
  11. 11. Idea’s Details •  Iron out the details of your App idea, as you would get a call from Salesforce rep assigned to you to qualify you as a partner, once you apply •  Be ready to answer the following questions if you are subscribing as an ISV Partner •  Provide your registered LLC or company info •  Description of your company’s business •  What type of app you are planning to develop? •  What's the time frame to develop the app? •  When you plan to launch the app •  What would be the cost and pricing structure or license structure? •  Is it a Free app? OR Paid •  Is it going to integrate to any other application outside •  What industry or vertical are you targeting •  What is your go to market strategy?
  12. 12. ISV Partner Program •  Apply to become a Salesforce Partner: •  ISVforce vs. Embedded vs. Checkout Partner (!!!) •  •  ISVForce: 15% net revenue •  •  Get dedicated team to support you during the process and onboarding Checkout Partner: 15% net revenue •  •  Complex & Large Apps, dedicated AE to support you with process and launch Embedded (OEM): 25% net revenue •  • Same as ISV partner, but for small apps, self paced resources support ISV Partner Benefits All comes with 2 free CRM Enterprise Licenses (Business Org)
  13. 13. ISV Partner Program: Benefits •  Dedicated Partner Portal: •  3 user license to partner portal •  Basic Partner Support – Create Cases for support •  AppExchange Partner Program (APP) - ISV Lifecycle Academy •  Partner Content and Help •  Two Free CRM Enterprise Licenses to manage your business •  1 year free premium partner training subscription – certification preparation •  Partner Edition Development and Test Environments • •  No limits on apps, tabs, objects (managed packages) •  License Management Application (LMA) •  ISV Office Hours support
  14. 14. Manage Billing and Check Out Process •  Note: If your app is free, you can skip this step •  Sign up for AppExchange Checkout, the feature that lets customers pay for your applications directly on the AppExchange •  •  Credit Card Easy, Automated Billing, LMA Synchronizations, multiple payment plans, trial, and coupons Salesforce switched their billing system from Recurly to Stripe in October 2013 •  You do not need merchant account anymore with Stripe •  You can have a choice to use your own payment gateway or use Stripe •  Overview of Publishing your First App with AppExchange Checkout •  • Follow the steps defined in AppExchange Publishing Guide • index_Left.htm#CSHID=appexchange_publish.htm%7CStartTopic=Content%2Fappexchange_publish.htm %7CSkinName=webhelp
  15. 15. All About Environments / Orgs •  Partner Developer Org vs. Test Org vs. APO vs. LMO vs. LMA •  Intro to Environments: •  Test Orgs Intro: •  Don't get confused by different editions of test orgs. All of these Test orgs are meant for developing, testing, demos only •  Each one of them comes with 20 Salesforce licenses for your team •  Business CRM ORG i.e. APO / LMO •  You need to link this org on AppExchange as AppExchange Publishing Org (APO) to manage licenses and manage security reviews •  Use temporary DEV org as APO, once you get your business org, then switch to LMO •  For those partners who do not use currently to manager their business, Salesforce gives two free licenses (usually $125/user/month) to manage the business and app licenses •  Make sure to install License Management App (LMA) in this org, that makes it LMO (License Management Org)
  16. 16. Tips for App Development •  ISVForce Guide – is your FRIEND – read and follow the steps • •  To get Partner DE org, login to Partner Portal, choose ‘Create a Test Org’, select ‘Partner Developer Edition’ (it is a super-sized DE org) •  Create separate partner DE ORG for each app •  Link all your DEV orgs to your APO publishing org on AppExchange •  Get your app prepped for Security Review — put it through the Checkmarx Security Scanner (for native apps), and all of the other security guidelines available over at or sign up for BURP Tool, if you have external integrations •  Save the reports, as you would need to submit them for security review •  Get “Push Upgrades” enable in your partner DE org by creating a case in partner portal •  DO NOT install LMA in your Partner DEV Org or Free Personal DEOrg
  17. 17. Managed vs. Unmanaged vs. Extension
  18. 18. Tips for App Testing •  You need one dedicated TEST org per App (Managed Package) for testing •  This is the org where your application will be tested by security team •  You need to install the only one managed package and setup / configure it with all use cases and users etc. for security review team to perform the testing •  To get Test org, login to Partner Portal, choose ‘Create a Test Org’, select appropriate org type. You then can use this org for security review as well •  Use partner Enterprise Edition or DE org to provide access to Salesforce for testing •  Use your private AE package URL to install your app into a test org •  Create a TEST org environment for each edition you plan to support •  Fully test your app with different types of users who you envision to use your app •  Make sure you have enable grant access to Salesforce support in your Test org •  Provide all the users accounts and passwords and testing use cases to the security team for testing
  19. 19. Security Review Process •  As of 9/1/13 – Security Review fee = $2700 (used to be $300) - only for PAID apps •  Annual renewal $150 / year •  Develop and fully Test your app – Test coverage should me more than 70% •  Submit for security review: 7 Step wizard like process – could take 4 to 6 weeks •  As long the package it same you only pay once, though it asks for payment information every time you submit for review •  You can create multiple version and have them review the specific version of the managed package for security review •  Once you passed security review, you can list your app on AppExchange by creating listing using APO and manage your licenses and trial offering •  Automated Scans: •  Manual Testing •  Learn more about Security Review:
  20. 20. LMA (License Management Application) •  LMA is free on AppExchange, you need to log a case at Partner portal to have access •  Install LMA in your primary business org edition where you are doing your sales and marketing with Salesforce i.e. Your CRM / LMO / APO org •  DO NOT install LMA in your Developer org where you are building the application •  Once install - LMA can’t be moved with existing licenses •  Make sure to register any new version of your app with LMO •  LMA Online Course • •  YouTube Webinar: Unleash the Power of the License Management Application • •  LMA Overview Help •
  21. 21. AppExchange Listing and Marketing •  Provide at least 30 days trial •  Have good logo, tile, banner graphics and app screen shots •  Have a Demo video •  Offer trials or test drives •  Have a complete AppExchange listing •  Provide contact information and post install documentation •  Watch Quick Video on “How to Build a Killer Listing” •
  22. 22. AppExchange Listing and Marketing Logo icon 60x60 Banner Image 1200x300 Listing Logo / Image – 240 x 65 Tile Image 280x205 – Need one HQ Transparent too Watch Quick Video on “How to Build a Killer Listing”
  23. 23. Demo Watch Webinar Recording at
  24. 24. Lesson Learned, Best Practices and Tips •  Use security code scanner to test your code and fix the bugs before you submit for security review •  Start with launching a FREE App & experience the product development life cycle. Start with Lab apps and build upon them •  Don’t shy to create case with partner portal support •  Apps Development is a journey not a destination •  You think you are done once you launch your app → WRONG → this is just the start of your journey •  If PAID app, the hardest part is not development, nor even launching the app, it is selling it to the enterprises and going through the Sales Cycle •  Last but not least, it is the BEST way to learn CRM &
  25. 25. Resources •  ISVForce Guide & Workbook •  •  •  Guide: Workbook: Security Cheat Sheet • •  FREE Salesforce1 Development Course: •  Dreamforce 2013 videos on YouTube •  •  New Free App to manage your ideas and app development •  • Blog Posts: •  Kashi’s Blog: •  Tips to Make App Development a Breeze •  Understanding the AppExchange publishing process, environments, and app lifecycle •  Publish Your First App with AppExchange Checkout - •  Webinar:
  26. 26. Visit my Blog to learn more about App Development & Salesforce Kashif (Kashi) Ahmed Technologist and CRM Evangelist Webider, LLC, Founder & Owner @KashifAhmed in/Kashi