This document discusses HeadCase Manufacturing, a technology startup based in LA that is using AWS services. It has 8 employees and was founded in 2006. The startup is taking an early-stage approach of entering the market early with limited budget, using speculative approaches and letting customers determine what works through a "fail fast" methodology. The system architecture discussed utilizes Amazon SQS message queues, open source tools like DJOP for job orchestration, and services like S3 and optionally EC2.

1. Using AWS
PACO NATHAN
AWS Start-Up Project, Santa Monica
2007-10-23

2. HeadCase Humanufacturing
• Technology start-up based in LA
• Founded 2006-06, A series funding
• 8 employees, plus contractors
• TrueVentures early-stage portfolio
http://trueventures.com

3. Early-Stage Strategy
• Enter market early, limited budget,
speculative approaches
• “Fail fast”: see what sticks among
customers
• Hopefully some aspect scales rapidly,
unexpectedly
• Avoid getting locked into SLAs

4. (T2 script, IMSDB.com)

5. (T2 poster)

6. (Facebook text)

7. Wall-to-Wall Dialog:
(Facebook screen)

8. (SecondLife text)

9. (SecondLife screen)

10. Whether people are involved in a
web community, a social network, an
online game, a virtual world... they
are still people - as projections of
persona - interacting online.
If we could model that interaction as
screenplays, we would be much
closer to generating characters for
virtual worlds.

11. (edit sources)
•

12. (tag cloud)

13. (hood graph)

14. System Architecture

15. SQS Message Queues

16. Open Source: DJOP
http://code.google.com/p/djop
Java-based job orchestration
SQS, S3, and optionally EC2
• Florian Leibert (AWS infrastructure, open source)
• Paco Nathan (system arch, apps, integration)
• Stephen Newman (network operations)

17. PACO NATHAN
paco@headcaselabs.com
http://headcaselabs.com