Creating a compelling developer story for your cloud based api final

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Lessons and strategy from DocuSign's creation of developer community.

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Creating a compelling developer story for your cloud based api final

  1. 1. Creating a Compelling Developer Story for Your Cloud-Based API<br />Mike Borozdin<br />DocuSign, Inc. – the Cloud Based eSignature Company<br />
  2. 2. DocuSign’sDev Community Results<br /><ul><li>Processes about 70% of all the cloud-based eSignature traffic
  3. 3. 50% is through API = our API processes more transaction than the rest of the market combined
  4. 4. Developer community of 5033 developers as of 05/03/2011 with about 100+ new development sandboxes requested every month</li></li></ul><li>Creating a Story<br />Start with a compelling product<br />Your first API customers<br />Iterating<br />Tools and documentation<br />Personnel<br />Join communities<br />Create your own community<br />Tailor to three different developer groups<br />Bring the community together<br />
  5. 5. Start with a Compelling Product<br />DocuSign Story<br />Industry Precedent<br />Step 1:Create a compelling product _______<br />If you don’t build a great product – you will have a tough time with the rest of the steps. In fact, some of them might be detrimental.<br />Recent History: the iPhone and the iPhone SDK<br />June 29th, 2007 – the phone is released<br />March 6th, 2008 – after the product has proven to be a success, Steve Jobs has released the SDK<br />“We wanted to make it as painless as possible. This is where we felt DocuSign was best for the person doing the signing. The best part is documents could be signed in literally minutes versus months.”<br />Mike Machado<br />CRM Manager, Yamaha Commercial Audio<br />“Using DocuSign has saved Dow AgroSciences considerable administrative time, energy and resources. Our seed retailers no longer have to wait on a cumbersome paper process to obtain a license number for their growers and invoice the seed and traits. And, our growers can execute their agreements quickly and securely.”<br />Doug Hoberty<br />OneSource Manager, Dow AgroSciences<br />
  6. 6. Your First API Customers<br />Who:<br />Close partners<br />Big corporate IT<br />What:<br /><ul><li>Solve complete problems with your API</li></ul>Examples:<br /><ul><li>I want to send you a set of documents for signature, in return I need to get an ID which I can use to track whether or not an “Envelope” of documents has been signed</li></ul>DocuSign Started in 2003 <br />End user interface<br />Business cases<br />First API Customers were in 2006<br /><ul><li>It was not open
  7. 7. DocuSign created a Professional Services department to help people with the API
  8. 8. Complete business problems were solved and tremendous efficiencies over manual processes were proven</li></li></ul><li>Iterating<br />Your partners and customers are going to imagine things that you never thought of<br />Do not have API that doesn’t support versioning like:<br />http://yourapp.com/api/api.asmx<br />Version 1.0 of your API is going to get old…. Quickly.<br />You will always have to support multiple versions, just get ready for it from the beginning<br />
  9. 9. Tools and Documentation<br />Tools<br />Code Samples in C#, Java, PHP, Ruby, Python<br />Code snippets for copy and paste<br />Diagnostic tools or guidelines (web service tracing, log4j instructions, ruby request/response dump)<br />Documentation<br />Both PDF and Online<br />Searchable<br />Need to be up to date<br />Bad documentation turns people off and you won’t be able to complete step #7<br />
  10. 10. Tools and Documentation<br />www.DocuSign.com/DevCenter<br />
  11. 11. Personnel<br />1 part – software engineer<br />1 part – customer service rep<br />1 part – marketing manager<br />Look for:<br />Social engineers<br />Ex-consultants<br />Not so good results with:<br />People who never had hands-on code experience<br />Anti-social people<br />
  12. 12. Join Communities<br />General Rules<br />Go where your developers are<br />Understand different culture<br />.NET communities vs. Python communities<br />Give to the community before you ask for anything<br />DocuSign Example <br />Salesforce Cookbook<br />
  13. 13. Create Your Own Community<br />Create a forum<br />Recognize top posters<br />Resolve un-answered questions<br />Encourage people that e-mail you to use the forum and share knowledge<br />community.docusign.com<br />
  14. 14. Create Your Own Community<br />Create a MarketPlace or an App Gallery<br />Help your developers<br />Help your customers<br />Help your sales people<br />www.DocuSign.com/MarketPlace<br />
  15. 15. Three Different Types of Developers<br />IT Developer – they are your direct customer<br />System Integrator – they sell expertise and labor<br />ISV – they have a piece of software that they want to connect to your API<br />Different goals<br />Different appetite for paying for services<br />Different methods of getting ROI<br />
  16. 16. Bring the Community Together<br />
  17. 17. Questions?<br />@mikebz<br />@docusignAPI<br />

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