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APIS for Startups - Running your Business Inside Out
The document discusses the importance of APIs for startups and businesses, emphasizing that core value lies in data, key functionality, and audience reach rather than just attractive design. It outlines various API models and execution strategies, highlighting the necessity for businesses to adopt a clear approach to API management while avoiding common pitfalls. The ultimate goal is to create value and effectively engage with users while considering scalability and developer support.
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APIS for Startups - Running your Business Inside Out
- 1. APIS: Running your BusinessInside out Steven Willmott 3scale Inc. @njyx, @3scale
- 2. Thank you forthe Invitation!
- 3. or…: “APIs forStartups:
- 4. 3scale is… API Management Provider ! Power 400+ APIs ! 120,000 Developers writingApps ! API Tech Operations API Business Operations Developer Support (Selection) 3scale.net
- 5. + Apitools Also havea new service for Developers ! Track Transform Analyze API Traffic ! http://www.apitools.com
- 6.
- 7. Agenda Inside Out Business& APIs API Models Execution Not so obvious Gotchas
- 8. Who has APIs? (andwhy?)
- 9.
- 10. Common API Debates Whichframework to use? REST/SOAP - What is Rest anyway? Streaming API? Internal / External? Versioning? Make it public? Should we charge? By API Call? Should we put rate limits on? Won’t it kill our Ad- Revenue?
- 11.
- 12.
- 13. Truism #5471: Business isChanging Fast..
- 14. One of theways is in how we build stuff.. Build Everything! Build Nothing! 2000 2014
- 15.
- 16. But what isCore Value?
- 17. Engineering Answer Our BeautifulUnique Code! Made by Rockstars over Many Months! (even) our awesome UI!X X XWrong Answer
- 18. Your Value isone or more of: 1.Your Data 2.Key Functionality 3.Your Audience/Reach That’s all people care about
- 19. The Following Helpbut are secondary 1. Being Cool 2. Having a Nice UI 3. Having a Nice API None is a reason for people use you per se Lipstick / Pig
- 20. I.e. Make sure your Baconis Good Otherwise Packaging isn’t going to help
- 21. So.. Core Value Stuff you really don’t wantto build!! Open as many channels as you can
- 22. So.. Core Value Stuff you really don’t wantto build!! Web Mobile Customers Distributors Resellers New apps
- 23. Different Access forDifferent Targets. E.g. An app for Seniors, who are Piano Teachers and need a very advanced UI -> API? A new humorous content for an 18-25 Audience Demographic -> API? A new advanced algorithm for predictive price plan optimization for retailers ->API?
- 24. Inside Out Means… Providingpotentially deep access to your core functionality to others at whatever level they can handle Reusing the core functionality of others where you possibly can Don’t write code you don’t have to!
- 25.
- 26. “A ‘startup’ isa company that is confused about – 1. What its product is. 2. Who its customers are. 3. How to make money.” Dave McClure, 500Startups “A ‘startup’ is a company that is confused about – 1. What its product is. 2. Who its customers are. 3. How to make money.”
- 27. Here are someoptions…
- 28. Mobile Enablement Backend foryour own Mobile Apps Multi-platform and/ or supporting HTML5 / SPA Focus: stable backend • Often combined with others • Assume it is not private • Apps drive business
- 29. Customer Ecosystem Data Integrationfor reporting (in / out) Increases comfort level v’s lock in Allows self customization • Normally free or bundled • Useful for driving up-sell • Big driver for stickiness
- 30. Partner Ecosystem 3rd Partiescan add value that you can’t Can be smaller or larger Alternative to manual software integration • Increase functionality • Add data • Increase reach
- 31. Content/eCommerce Distribution Special caseof partners Partners resell & amplify Focus: gaining audience / transactions • Partners may pay • Or be paid • Drive transactions to core
- 32. API As ABusiness What everyone thinks APIs are about… Access / per transaction fee Instant gratification • Often data on demand • Or functionality on demand • API is the Business
- 33. Internal Innovation Sorting outinternal legacy Cross-department teams made more agile Focus: refactoring • Increase agility • Reduce cost • Up developer happiness e.g.
- 34. Other Models Many companiesuse multiple models Models often change over time Some apply more / less to startups Feel free to invent new ones Whatever happens: be clear which your model is !
- 35.
- 36. “I find yourlack of faith disturbing”
- 37. Skipping the Captain ObviousErrors… (e.g. poor docs, crappy design, …)
- 38. 1. Make itvaluable
- 39. 2. Have aplan and a business model
- 40. 3. Make itsimple, flexible and easy to adopt
- 41. 4. Make itmanaged and measured
- 42. 5. Provide greatsupport
- 43. 6. Make sureit scales
- 44. 7. (Meta) ! Create morevalue than you capture
- 45.
- 46.
- 47. A Surprise inEvery Egg..
- 48.
- 49. 2. API codebifurcation
- 50.
- 51. 4. Not choosingyour poison
- 52. 5. API launchcoolaid
- 53.
- 54. 7. Not caringabout performance
- 55. Expected Use ofYour API Expected Unexpected DesiredUndesired Yay! Innovation Not so Good Oh-Oh.. Concept: Thor Mitchel / Google
- 56. As a Startup,Primary problem Expected Unexpected DesiredUndesired Making this Happen
- 57.
- 58. Covered Inside Out Business& APIs API (Business) Models Execution Not so obvious Gotchas
- 59. Conclusions Don’t get religious Makesure you are delivering genuine value Treat the API as your product Focus on the early key passionate users Decide if you are a platform or an application/service Always enhance your core company value - do make it a separate business
- 60. 3scale: http://www.3scale.net APItools: http://www.apitools.com APICodex:http://apicodex.3scale.net
- 61. Questions Please! Contact: http://www.3scale.net @njyx -steve@3scale.net
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- 63.