This document provides an overview of a presentation on building a serverless data lake on AWS. It discusses why organizations are moving from traditional data warehousing approaches to data lakes, the benefits of data lakes such as having a centralized repository for storing all types of structured and unstructured data at scale. It also outlines some key benefits of data lakes such as being able to ingest data quickly without needing to define a schema upfront, separating storage and compute to allow independent scaling, and applying analytics by defining schemas on read rather than on write.

1. AWS Immersion Day with kreuzwerker
Zurich, Switzerland
May 30th, 2022

2. © kreuzwerker 2022
Intro
2

3. © kreuzwerker 2022
Contacts
3
2013
Oliver Gehrmann
Managing Director Frankfurt
oliver.gehrmann@kreuzwerker.de
Mike Kasher
Head of Sales - AWS
mike.kasher@kreuzwerker.de
Manuel Vogel
Head of Solution Architecture
manuel.vogel@kreuzwerker.de
Lo Voelsen
Marketing Manager
lo.voelsen@kreuzwerker.de

4. © kreuzwerker 2022 4
Locations

5. © kreuzwerker 2022
History
5
2010 2013 2017 2019 2020
Founding
kreuzwerker
GmbH
Founding
kreuzwerker
Polska,
Warsaw
Founding
kreuzwerker
AG, Zurich
Opening of the
branch office in
Munich
Founding
kreuzwerker
Frankfurt
GmbH

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Our AWS Business Offerings
6
Cloud
Engineering
Data
Engineering
Custom SW
Development
AWS Managed
Services
FinOps Practice
(AWS Reselling)

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Customer Examples - Startups / DNB
7

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© kreuzwerker 2022
Agenda
8
AWS Cloud Basics
Why Landing Zone:
Pain of manual governance
superwerker Landing Zone
benefits
design principles
internals

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© kreuzwerker 2022
AWS Cloud Basics
9

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AWS Basics
10
❓ AWS benefits
❓ Pricing philosophy
❓ Global infrastructure
○ Virtual Private Cloud (VPC)
○ EC2 instances

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What is AWS?
AWS provides a highly reliable, scalable, low-cost infrastructure
platform in the cloud that powers millions of businesses in over
190 countries around the world.
Benefits
- Low Cost
- Elasticity & Agility
- Open & Flexible
- Secure
- Global Reach
What is AWS?

12. © kreuzwerker 2022
Building and managing cloud since 2006
175+ services to support any cloud workload; rapid
customer driven releases
77 Availability Zones within 24 geographic Regions, 1 Local Zone, 216
Points of Presence (205 Edge Locations and 11 Regional Edge Caches) in
84 cities across 42 countries.
Tens of thousands of APN partners. The AWS Marketplace offers
50 categories, and more than 8,000 software listings
Experience: 1M+
customers
Service Breadth & Depth; pace of
innovation
Global
Footprint
Ecosystem
Fine-grained control
Security
More machine learning happens on AWS than anywhere else.
Machine learning in the hands of every developer and data scientist.
Machine
Learning
AWS positioned as a Leader in the Gartner Magic Quadrant for
Cloud Infrastructure as a Service, Worldwide
Enterprise leader
What sets AWS apart?

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Pricing Philosophy
High volume / low margin businesses are in the AWS core DNA
Trade CapEX for
variable expense
Our economies of
scale provide us
with lower costs
85 price
reductions
since 2006
Pricing model
choice to support
variable and
stable workloads
On-demand
Reserved Instances
Spot
Save more money
as you grow bigger
Tiered pricing
Volume discounts
Custom pricing
Pay for
what you
use

14. © kreuzwerker 2022
Customer obsessed
of roadmap originates with customer requests
and are designed to meet specific needs
90%
“Performance, reliability, and responsiveness are fundamental
to our customer experience, and T3 instances help us to deliver on
that customer promise while also controlling our costs.”
—Heroku

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24
Regions

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205
Amazon
CloudFront
Points of
Presence

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103
AWS Direct
Connect
locations

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© kreuzwerker 2022
This sounds very amazing,
so let’s start building on
AWS 🚀
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🏁 󰝅󰝄

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Expectation
19
1. Idea 2. Create AWS Account 3. Start building!

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Expectation zoomed in
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But in reality ... Multi-account
or not?
Which
foundational AWS
services should be
enabled?
How to ensure a
secure AWS
setup?
How to keep costs
under control?
How to keep up to
date with the pace
of AWS?
How to detect
incidents and
events, how to
handle them?
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Manual governance in AWS at scale ... ⚡
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❓ Account management
- how to automate policies?
- how to automate identity federation?
- how to do account automation?
❓ Security and compliance
- identity & access automation?
- security automation?
- policy enforcement?
❓ Budget & Cost management:
- planning and enforcement? 🤯

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Building an AWS Foundation usually ends up ...
Pay consultants
OR
Custom-build inhouse Do nothing
OR
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Problems with custom-built AWS foundations
Expensive “Time to AWS” slowed
down
Best practices not
known
24
Insecure: Easy to
overlook basic security
services

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Comparison
Consultants /
custom-built
Do nothing superwerker
Zero upfront cost ❌ ✅ ✅
Immediate start ❌ ✅ ✅
Near-zero maintenance costs ❌ ❌ ✅
Open source ❌ ❌ ✅
Security controls enabled ❓ ❌ ✅
Stay up-to-date with best practices ❓ ❌ ✅
25

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© kreuzwerker 2022
Landing Zone with
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🛬🛬🛬

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What exactly is a Landing Zone? 🤔
27
A Landing Zone is a well-architected
multi-account AWS environment that is
scalable and secure ✅

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The superwerker open source solution automates
the setup of an AWS Cloud environment with
prescriptive AWS Best Practices.
28
It enables Startups and SMBs to focus
on their core business. By saving setup
and maintenance time and money

29. © kreuzwerker 2022
superwerker benefits
Free and open-source
official AWS Quick
Start
Off-the-shelf AWS
experience
(fully automated setup)
Secure AWS
environment
in hours
instead of weeks
Bundled and codified
experience of two AWS
Advanced Partners
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superwerker design guidelines
End-to-end tests with
real AWS accounts and
resources
Forward compatibility
and adoption
Low total cost of
ownership: only
serverless AWS
services are used
Documented with
Architecture Design
Records (ADR)
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What’s included in
superwerker?
In the initial release,
superwerker enables
the following AWS
services and features in
a fully automated way:
Control Tower
Base for a future-proof multi-account
setup
Security Hub
Org-wide ensure established security
standards
GuardDuty
Org-wide automatic detection of
possible threats breaches
AWS Backup
Org-wide automated backups
Preventive Guardrails
protect the infrastructure
Billing/Budget Setup
Budget Alarms.
Secure AWS Account Mailboxes
Configure dedicated secure mail domain for AWS
Accounts
SSM OpsCenter/Items
For notifications / incident response
handling
Quick-start dashboard
Quick-Links to e.g. services, SSO setup,
notification center
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The Concept of a Landing Zone 🛬
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A well-architected multi-account AWS environment
that is scalable and secure

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Organization Management account
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One account to rule them all….

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AWS Organizations
34

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Security OU - Security Tooling account
35
Security Tooling account dedicated to operating security services.

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Security OU - Log Archive account
36
Collect, monitor and
audit all security
related logs in one
central place.

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Infrastructure OU - Network account
37
The gateway between your business and the broader internet.

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Infrastructure OU - Shared Services account
38
Share services between
teams and applications.

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Sandbox OU
39
Fail fast, fail smart!

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AWS Control Tower
40

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Secure multi-accounts setup with Control Tower
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AWS Security Hub
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Security posture management service that performs security best practice checks,
aggregates alerts, and enables automated remediation.

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Continuous monitoring of security best practices
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Amazon GuardDuty
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Continuous security
monitoring and
intelligent threat
detection

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Continuous threat detection
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AWS Backup
46
Centralize and automate data protection:
- across AWS services
- in the cloud
- and on premises

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AWS Budgets
47
Keep your spending in check with
custom budget threshold and auto alert notification.

48. © kreuzwerker 2022
Automated Billing and Budget Setup
✅ Get alerted when overall AWS spend reaches defined thresholds
- we start with 100$ / month initially
- rolling update over the last 3 months
- credits are currently ignored to reflect usage and not the spend
✅ PLANNED: Set VAT-ID
✅ PLANNED: Enable Tax inheritance for multiple accounts
✅ PLANNED: Setup correct Currency
✅ PLANNED: Setup PDF invoices by mail
48

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Automated Billing and Budget Setup
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Quick-start dashboard
superwerker provides a quick-start dashboard with:
✅ Installation instructions
✅ Links to resources, e.g. how to set up single sign-on with existing identity provider
✅ Links to service dashboards, e.g. GuardDuty/Security Hub
✅ Link to notification center
✅ First steps, e.g. AWS account factory howto and links
50

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https://kreuzwerker.de/
© kreuzwerker 2022
Quick-start dashboard
51

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Secure Root Mail Handling
AWS accounts need unique email addresses. Access to these email accounts has to be
secured properly since they provide full access to the AWS accounts.
52
✅ superwerker sets up a secure mail (sub-)domain in the DNS namespace of the AWS user
✅ Takes care of generating email addresses for new AWS accounts
- E.g. root+22c29f9d33ad@aws.<yourcompany>.com
✅ Consolidates all mail traffic / notifications to Systems Manager OpsCenter

53. © kreuzwerker 2022
superwerker is available as AWS Quickstart & OSS
For updates, please look at the homepage, the Quickstart home
and subscribe to our mailing list or join the Slack channel.
- www.superwerker.cloud
- aws.amazon.com/quickstart/architecture/superwerker
- github.com/superwerker/superwerker
- Slack: og-aws #superwerker (invite)
53

54. © kreuzwerker 2022
https://kreuzwerker.de/
© kreuzwerker 2022 54
https://superwerker.cloud/

55. © kreuzwerker 2022
https://kreuzwerker.de/
© kreuzwerker 2022 55

56. © kreuzwerker 2022
Key takeaways
- AWS gives you maximum flexibility, however setting up the
foundation correctly is crucial 🛬
56
- AWS has a lot of services, you simply need to know
that they exist and then how to use them,
and how to connect them together
- We recommend to start your journey with an AWS Partner 󰙢

57. © kreuzwerker 2022
Thank you!
Questions?

58. kreuzwerker GmbH
Ritterstr. 12-14
10969 Berlin
www.kreuzwerker.de
Fon +49 30 609 838 80
Fax +49 30 609 838 899
Please rate us

60. 90% of the data in the world was generated
in the last 2 years.

61. Why do you need a data lake?
Sep 15, 2020, 09:00am EDT | 8,807 views
Data Is The Biggest Asset On
Your Balance Sheet: How Well
Do You Manage It? Forbes
Digital Insights Are the
New Currency of Business
Forrester
Oct 15, 2020, 11:57am EDT | 5,019 views
Rise of the Analytical
Executive Forbes
https://www.forbes.com/sites/sap/2020/09/15/data-is-the-biggest-asset-on-your-balance-sheet-how-well-do-you-manage-it/?sh=28a67b14b25e
https://www.forrester.com/blogs/15-04-27-digital_insights_are_the_new_currency_of_business/
https://www.forbes.com/sites/sisense/2021/10/15/rise-of-the-analytical-executive/?sh=52a4ff90639f

62. © 2021, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Building a Serverless Data
Lake on AWS
Ermin Džinić,
Senior Startup Solutions Architect at AWS

63. The of data being produced is increasing

64. Data is produced from a large of sources
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ocs/test

65. Why do you need data analytics?
INSIGHT
INFORMATION
DATA
Centralized repository that allows you to store all your structured and unstructured
data at any scale

66. Traditionally, Analytics Looked Like This
TBs-PBs Scale
Schema Defined Prior to Data Load
Operational and Ad Hoc Reporting
Large Initial Capex + $$K / TB/ Year
Relational Data
Data silos
OLTP ERP CRM LOB
DW Silo 1
Business
intelligence
Devices Web sensors Social
DW Silo 2
Business
intelligence

67. Customers moving from traditional data warehouse approach
Data silos to
OLTP ERP CRM LOB
DW Silo 1
Business
Intelligence
Devices Web Sensors Social
DW Silo 2
Business
Intelligence
Data Lake
Non-
relational
databases
Machine
learning
Data
warehousing
Log
analytics
Big data
processing
Relational
databases

68. Why Data Lakes?
Data Lakes provide:
Relational and non-relational data
Scale-out to EBs
Diverse set of analytics and ML tools
Work on data without any data movement
Designed for low cost storage and analytics

69. What is Data Lake?
Stores both structured and unstructured data
Stores data as-is in open-source file formats to enable
direct analytics
A centralized, secure repository that enables
you to govern, discover, share, and analyze
varied datasets at any scale

70. Benefits of a Data Lake – All Data in One Place
Store and analyze all of your data,
from all of your sources, in one centralized
location.
“Why is the data distributed in many
locations? Where is the single
source of truth ?”

71. Benefits of a Data Lake – Quick Ingest
Quickly ingest data
without needing to force it into a
pre-defined schema.
“How can I collect data quickly
from various sources and store it
efficiently?”

72. Benefits of a Data Lake – Storage vs Compute
Separating your storage and compute
allows you to scale each component as
required
“How can I scale up with the volume of
data being generated?”

73. Benefits of a Data Lake – Schema on Read
“Is there a way I can apply multiple
analytics and processing frameworks to
the same data?”
A Data Lake enables ad-hoc analysis by
applying schemas
on read, not write.

74. More data lakes & analytics on AWS than anywhere else

75. Building a Data Lake on AWS

76. S3
Lake Formation & AWS Glue
Snowball Kinesis
Data Streams
Snowmobile Kinesis
Data Firehose
Amazon
Redshift
Amazon
EMR
Athena
Kinesis
Amazon ES
Robust data lake infrastructure with AWS
Amazon
SageMaker
Comprehend
Amazon
Rekognition
Durable and available; exabyte scale
Secure, compliant, auditable
Object-level controls for fine-grained access
Fast performance by retrieving subsets of data
Decoupling of compute and storage
On-demand resources, tiering, cost choices

77. Designed for 11 9s
of durability
Designed for
99.99% availability
Durable Available High performance
§ Multiple upload
§ Range GET
§ Store as much as you need
§ Scale storage and compute
independently
§ No minimum usage commitments
Scalable
§ Amazon EMR
§ Amazon Redshift
§ Amazon DynamoDB
§ Amazon SageMaker
§ Many more
Integrated
§ Simple REST API
§ AWS SDKs
§ Read-after-create consistency
§ Event notification
§ Lifecycle policies
Easy to use
Why Amazon S3 for a Data Lake?

78. Lake house architecture
Scalable data lakes
Purpose-built data services
Seamless data movement
Unified governance
Performant and cost effective
Non-relational
databases
Machine
learning
Data
warehousing
Log
analytics
Big-data
processing
Relational
databases
Data lake

79. Lake House architecture on AWS
SCALABLE DATA LAKES
PURPOSE-BUILT
DATA SERVICES
SEAMLESS
DATA MOVEMENT
UNIFIED GOVERNANCE
PERFORMANT AND
COST-EFFECTIVE
Amazon
DynamoDB
Amazon
SageMaker
Amazon
Redshift
Amazon
Elasticsearch
Service
Amazon
EMR
Amazon
S3
Amazon
Aurora
Amazon
Athena

80. Processing & Analytics
Real-time Analytics
AI & Predictive
BI & Data Visualization
Transactional &
RDBMS
AWS Lambda
Apache Storm on
EMR
Apache Flink on
EMR
Spark Streaming on
EMR
Elasticsearch
Service
Kinesis Data Analytics,
Kinesis Data Streams
DynamoDB
NoSQL DB Relational Database
Aurora
EMR
Hadoop, Spark,
Presto
Redshift
Data Warehouse
Athena
Query Service
Amazon Lex
Speech
recognition
Amazon
Rekognition
Amazon Polly
Text to speech
Machine Learning
Predictive analytics
Kinesis Streams
& Firehose
SageMaker
Datalake Ecosystem

81. What can you do with a Data Lake?

82. Query Directly with Amazon Athena

83. Analyze with Hadoop on Amazon EMR

84. Create Visualizations with Amazon QuickSight

85. Train ML Models with Amazon SageMaker

86. Create a Central Data Catalog with AWS Glue

87. Load into Downstream Services
AURORA
Amazon Redshift
Amazon DynamoDB
Amazon Aurora
Amazon Elasticsearch
Run complex analytic queries against
petabytes of structured data
A NoSQL database service that delivers
consistent, single-digit millisecond latency
at any scale.
A MySQL and PostgreSQL compatible relational database
built for the cloud
Delivers Elasticsearch’s real-time analytics
capabilities alongside the availability, scalability,
and security that production workloads require.
Amazon SageMaker
fully managed service that provides every
developer and data scientist with the ability
to build, train, and deploy machine learning
(ML) models quickly

88. One ring to rule them all

89. Typical steps of building a data lake
Setup Storage
1
Move data
2
Cleanse, prep, and
catalog data
3
Configure and enforce
security and compliance
policies
4
Make data available
for analytics
5

90. AWS Lake Formation

91. Data Lake Ecosystem
Catalog & Search Access & User Interfaces
Data Ingestion
Analytics & Serving
S3
Amazon
DynamoDB
Amazon Elasticsearch
Service
AWS
AppSync
Amazon
API Gateway
Amazon
Cognito
AWS
KMS
AWS
CloudTrail
Manage & Secure
AWS
IAM
Amazon
CloudWatch
AWS
Snowball
AWS Storage
Gateway
Amazon
Kinesis Data
Firehose
AWS Direct
Connect
AWS Database
Migration
Service
Amazon
Athena
Amazon
EMR
AWS
Glue
Amazon
Redshift
Amazon
DynamoDB
Amazon
QuickSight
Amazon
Kinesis
Amazon
Elasticsearch
Service
Amazon
Neptune
Amazon
RDS
Central Storage
Scalable, secure, cost-
effective
AWS
Glue
AWS
DataSync
AWS Transfer
for SFTP
Amazon S3 Transfer
Acceleration

92. CHALLENGE
Need to create constant feedback loop for
designers
Gain up-to-the-minute understanding of
gamer satisfaction to guarantee gamers are
engaged, thus resulting in the most popular
game played in the world
Fortnite | 125+ million players

93. Cataloging and Transforming Data
Working with AWS Glue

94. Run your jobs on a serverless, fully managed, scale-out
environment. No compute resources to provision or
manage.

95. AWS Glue: Components
Job Authoring
Data Catalog Job Execution

96. Crawlers: Classifiers
IAM Role
Glue Crawler
Data Lakes
Data Warehouse
Databases
Amazon RDS
Amazon Redshift
Amazon S3
JDBC Connection
Object Connection
Built-In Classifiers
MySQL
MariaDB
PostreSQL
Aurora
Redshift
Avro
Parquet
ORC
JSON & BJSON
Logs
(Apache, Linux, MS, Ruby, Redis, and many others)
Delimited
(comma, pipe, tab, semicolon)
Compressed Formats
(ZIP, BZIP, GZIP, LZ4, Snappy)
Create additional Custom Classifiers with
Grok!

97. AWS Glue Studio
A graphical interface to create and monitor AWS Glue Jobs

98. Querying the Data Lake
Working with Amazon Athena

99. An interactive query service that makes it easy to analyze data
directly from Amazon S3 using Standard SQL

100. What does it look like?

101. • Support for complex joins, nested queries & window functions
• Support for complex data types (arrays, structs)
• Support for partitioning of data by any key
Use ANSI SQL
Use ANSI SQL

102. Familiar Technologies Under the Covers
• Used for SQL Queries
• In-memory distributed query engine
• ANSI-SQL compatible with extensions
• Used for DDL functionality
• Complex data types
• Multitude of formats
• Supports data partitioning

103. Visualizing the Data Lake
Working with Amazon QuickSight

104. Cloud-native Business Intelligence with
Pay-per-Session Pricing and ML Insights for
everyone

105. Insights For Everyone

106. Create beautiful, interactive
dashboards.
• Add rich interactivity like filters, drill downs,
zooming, and more
• Blazing fast navigation
• Accessible on any device
• Data Refresh
• Publish to everyone with a click

107. Insights Delivered to Your Inbox
QuickSight lets you send report snapshots directly to your users inbox.
• Schedule email reports on a daily,
weekly, or monthly basis
• Sent to individual users or groups
• Users can opt out of any report so they
can focus on what’s important
• Uses Pay-per-Session Pricing

108. Introducing ML Insights
Cutting edge ML tools that automatically discover powerful insights for your users.
• ML powered Anomaly Detection
• ML powered Forecasting
• ML predictions via integration with
SageMaker*
• Auto-generated natural language
narratives and summaries
*currently in preview

109. Embedding Dashboards In Your Application
QuickSight allows you to seamlessly integrate interactive dashboards and analytics into your own
applications
• Enhance your applications with rich
analytics and dashboards
• Easy maintenance, no servers to manage
• Fast! No Custom development or domain
expertise needed
• Leverage new features as we add them
• Utilizes Pay-per-Session Pricing

110. Anomaly detection
Discover unexpected trends
and outliers against millions
of business metrics
Auto narratives
Summarize your business
metrics in plain language
Forecasting
Machine learning forecasting with
point-and-click simplicity
ML predictions
Visualize and build predictive
dashboards with Amazon
SageMaker models
Augment your data with machine learning
Q
Ask questions using
natural language

111. SPICE
SPICE
Your Data Source
QuickSight is powered by SPICE, a super-fast calculation engine that delivers
performance and scale, regardless of how many users are active.

112. Why Startups Love QuickSight?
• Pay-as-you-go without compromising the quality of insights.
• 1/10the cost provides startups access to enterprise level tools.
• Integration made easy for S3, Athena, Redshift and all other AWS products.
• Easily join data sources together to find insights across various data sets

113. Thank you
© 2021, Amazon Web Services, Inc. or its affiliates. All rights reserved.

114. FinOps & Cost Optimization
Oliver Gehrmann - kreuzwerker
AWS Immersion Day @ AWS Zürich

115. Oliver Gehrmann
- Windows Administration, DevOps
Engineering, Some Start-Ups, Consulting
and Management
- AWS since 2015
- Managed roughly $50M AWS ARR
- 4x AWS certified, 4x MS certified, FinOps
Practitioner, Product Owner, Scrum Master
󰗧 : Traveling, Reading, Podcasting, Wind-
and Watersports
2

116. 70%
of organizations will overshoot their infrastructure as a
service (IaaS) budget in 2022
according to Gartner
3

117. 4
The Rise of the
Cloud Economy
AWS Summit Sydney 2019
Pre- 2000’s
Datacenter Centric IT
Fixed Cost
capEx Weighted Spend
2000’s
Born in the Web
Companies
2006
EC2 Launched, Rise of
Agile, Lean & Devops
Now
Cloud Centric IT
Variable Cost
opEx Weighted Spend
Public Cloud Spend
$ 360 B
by 2022

118. Cloud challenges
re:Invent 2019 - 310 Business and IT Executives
https://www.zdnet.com/article/cloud-customers-pairing-aws-microsoft-azure-more-according-to-kentik/
5

119. Why do we engineers should care about cloud cost?
6

120. Financial Management in the Cloud
or
The method of economic thinking and cost awareness in
the cloud
FinOps
7

121. FinOps
Reporting
Goals &
KPIs
Education
Collaboration
Automation
Cost
Optimization
8

122. Phases of FinOps
9
INFORM
Visibility & Allocation
OPTIMIZE
Utilization
OPERATE
Continuous Improvement &
Operation

123. How to mature - Examples
Crawl Walk Run
Visibility & allocation of
cloud spend
Reliant on vendor invoices
and manual reconciliation
>1 Day for partial visibility
<1 Hour or real time visibility
of all spend
Team budgets Teams have no budgets Teams have budget
Teams budget and track
spend against budget
Committed Savings 0-20% 40-50% 80-100%
Find and remove
underutilised services
Every few months Weekly Automated & policy driven
10

124. “If you can’t measure it,
you can’t improve it”
– Peter Drucker
11

125. 12
Netflix Cost per streaming second/minute/hour
Lieferando Cost per delivery
Lyft Cost per ride
AirBnB Cost per booking
What could be your main FinOps KPI?

126. Decision making - KPIs
13

127. LET’S GET OUR HANDS DIRTY
Real world AWS cost optimization
14

128. Ask AWS for
Credits
- Apply for AWS Activate for up to
$100.000 in Credits (for Startups)
- Cloud Credits for Research
- Testing & POC Credits
- Credits for Nonprofits
- AWS EdStart for Education
Companies
15
💡 Pro tip: Ask your AWS account manager

129. AWS EDP (Enterprise Discount Program)
- Tailored agreement with AWS
- Commitment to spend a certain amount on AWS to receive a discount
- Up to 25% for large accounts
16
💡 Pro tip: Ask for a grace period!

130. Implement cost-saving routines
- Make cloud cost saving a part of your daily routine
- Start by spending 15 minutes each day to
- monitor accounts
- prioritize cost reduction actions
- Implement a weekly cost reduction meeting with engineers to
- review
- and assign actions
17
💡 Pro tip: Start with small and easy steps

131. Use gamification as motivation
Don't we all like a little challenge sometimes?
- Let teams challenge themself who can save the most %
- Setup a screen with teamcosts and a ranking
- Reward it
18
➡ Winner gets 🍕🍻

132. Tags & Visibility
- Tag everything whats taggable!
- Make sure everyone is able to access cost reports
- Drive more responsibility by implementing showback
and chargeback
19
💡 Pro tip: There are open source tools that can help you with
automatic tagging like graffiti-monkey or auto-tag

133. Reserved Instances / Savings Plans
- 1 or 3 year commitment
- Save up to 72%
- Can be used for EC2, RDS, Elasticache,
Redshift, Elasticsearch, Fargate, Lambda
- Easy to implement hard to master
💡 Pro tip: You can use the AWS Marketplace to sell and buy Reserved Instances
💡 Pro Tip 2: Don’t manage RI’s/SP’s manually
20

134. Choose AWS support plan wisely
21

135. Use cheaper AWS regions
- Cheapest regions: North Virginia, Ohio and Oregon
- Most expensive regions: Sao Paulo, Sydney, and Cape Town
22

136. Rightsizing EC2 Instances
- Always start with monitoring and analyzing current workloads
- Don’t forget to monitor memory (Custom Cloudwatch Metric)
- Reduce incrementally. It makes no sense to rush. Resize, analyze, repeat.
23
💡 Pro tip: Automate the process. Instance owners will be notified and have
to opt-out manually to avoid automatic rightsizing.

137. Scheduling On/Off Times
- Identify most & less frequently used instances
- Running infrastructure only workdays from 8am to 5pm
saves 76% of the costs.
- Think of Development and Test Environments
24
💡 Pro tip: Use AWS Instance Scheduler

138. Stop RDS instances without connections
- Identify RDS instances with no connections in period X
- Use the Trusted Advisor Amazon RDS Idle DB instances check
25

139. Delete unattached EBS Volumes
26
- Identify unused EBS Volumes & get rid of them
- You will be charged for EBS Volumes attached to stopped instances
💡 Pro tip: Automate the process with a simple script
(examples on GitHub)

140. Delete obsolete Snapshots
- EBS Snapshots costs 0,05$ per GB-month
- Often forgotten!
- Review your snapshots regularly and delete them accordingly
27
💡 Pro tip: Use Amazon Data Lifecycle Manager to automate Snapshot
management

141. Delete idle Load Balancers
- Use Trusted Advisor to identify idle LBs
28

142. Released unattached Elastic IP’s
- Costs 3,60$ per 30 day month or 43,20$ per year
- Use Trusted Advisor to identify unattached EIPs
29

143. Upgrade Instances to the latest Generation
- Make sure to use always the latest instance
- Cheaper and better performance
30
↓
- 24% ↓
- 4%
💡 Pro tip: You need to enable ENA (Enhanced Networking Adapter) when
resizing to newer Linux Instances that are based on the Nitro Hypervisor

144. Upgrade to the newest instance families
- Graviton (ARM) or AMD
- 10%-40% cost saving compared to the “standard”
- For General Purpose, Compute, Memory, Storage
31

145. Use the right EBS volume type
32
https://blog.sysfore.com/amazon-big-data-services-powers-up-with-two-new-ebs-storage-volumes/
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146. Use S3 (Intelligent) Data Tiering
33
Types of S3
Storages
💡 Pro tip: Careful with small files! You are charged by request

147. Manage Data Transfer Costs
- Use Cloudfront (AWS CDN) to deliver (outgoing) content faster and cheaper
- Choose Private IP over EIP whenever possible to avoid inter-region data
transfer costs
- Single AZ to avoid data transfer per region
- Use Backup and File storage in the same region
34
💡 Pro tip: Use CloudFront private contract & Volume Pricing.
Ask your account manager.
💡 Pro tip 2: Use the AWS Budget Tool for preventive alerting

148. Change to license free OS versions
- It’s highly beneficial to change to non- licensed OS version
- Can you justify why you need a paid OS?
35
InstanceType Linux On Demand RHEL On Demand Windows On Demand
c5.large $0.085 hourly $0.145 hourly $0.177 hourly
m5.large $0.096 hourly $0.156 hourly $0.188 hourly

149. I’m overwhelmed. Where do I start?! 🤨
- Remember:
Inform ➡ Optimize ➡ Operate
- Grab the Low Hanging Fruits.
You can achieve a lot with little effort.
- Be accountable!
You need someone or a team who drives the process.
36

150. Conclusion
1. FinOps is cross functional. It is designed
to break down silos and start conversations
2. FinOps is not about saving money,
it’s about making money
3. FinOps is a practise, not a prescription.
See it as an iterative process
37

151. Suggested Literature
38
Cloud FinOps by O’Reilly Media
Collaboratively contributed by FinOps
Foundation members
Available on Amazon

152. Questions?
That’s what I’m here for!

153. 40
kreuzwerker GmbH
Ritterstr. 12-14
10969 Berlin
www.kreuzwerker.de
Fon +49 30 609 838 80
Fax +49 30 609 838 899

154. © 2021, Amazon Web Services, Inc. or its Affiliates.
Immersion Day for Startups
5/30/2022

155. © 2021, Amazon Web Services, Inc. or its Affiliates.
AWS has extensive experience helping Startups grow in Switzerland
YOU

156. © 2021, Amazon Web Services, Inc. or its Affiliates.
AWS Startup Universe
Idea Build Your MVP OR Move to AWS Grow and Scale
Startup Loft Accelerator (FREE)
Equity-free program focused on supporting early
stage startups.
APPLY HERE
Referred by: #StartupBootcamp for expedited
application
Startup Loft Trainings (FREE)
Startup event hub covering topics like pitching,
networking etc.
JOIN HERE
Activate Founders (FREE)
$1000 Credits with Support credits for
startups who are just getting started
APPLY HERE
Roundtables and
Networking (FREE)
JOIN HERE
AWS Activate Program (FREE)
Program specifically designed for early stage
entrepreneurs to build on AWS with up to $100k
credits.
APPLY HERE
Partner Funding (Co-funded)
Work with AWS Advanced Partners to save you
time and money, and AWS can co-fund.
CONTACT US HERE
CONTACT our partner Ankercloud HERE
Build Your MVP (FREE)
Get a dedicated point of contact that can provide you
the technical and business resources you require to
build your MVP
CONTACT US HERE
Architecture Optimization
Explore advanced services to allow for even
better scale and performance.
CONTACT US HERE
Cost Optimization (FREE)
Join our monthly Cost Optimization Webinar
JOIN HERE
Cost Optimization (FREE)
Take control of cost and continuously optimize your
spend, while building modern, scalable applications to
meet your needs.
READ HERE
Well Architected Review (FREE)
Build secure, high-performing, resilient, and
efficient infrastructure for free.
TRY IT HERE
AWS Partner Network (FREE)
Prospect and get business with AWS via Amazon
Partner Network. Registering is free.
APPLY HERE
Co-brand with AWS (FREE)
Speak in AWS events, co-create marketing materials
and build better branding with AWS.
CONTACT US HERE
Training & Certifications
Upskill and get free technical trainings.
LEARN HERE
Recruitment
Get the talents you need through our partners
Vicoland
LEARN HERE
AWS Data Exchange
Find, subscribe to, and use third-party data in the
cloud with AWS Data Exchange.
APPLY HERE
AWS Marketplace
Sell your solution to our customers via the AWS
Marketplace.
APPLY HERE
Co-market and Co-sell
Migrate to AWS (Funded)
If you are moving workloads to AWS, we have
programs that can help you. You will also get a
dedicated account manager.
CONTACT US HERE
Ask a Technical Expert (FREE)
Speak to an AWS technical expert and get free technical
advice.
BOOK A SLOT HERE
Business or Developer Support
Enhanced technical support and architectural
guidance that comes with your Activate Credits.
Learn more HERE
1:1 Architecture Review (FREE)
Get a dedicated solution architect to help you with
your complex technical questions.
CONTACT US HERE
AWS Activate Provider (FREE)
Ask your investor or startup enabling organization to
participate in AWS Activate. APPLY HERE
Partner Consultation (FREE)
Get an architecture review and statement of
work from our AWS Advanced Partners.
CONTACT US HERE or
CONTACT our partner Ankercloud HERE
Dozens of programs and a dedicated organization for Startups

157. © 2021, Amazon Web Services, Inc. or its Affiliates.
AWS Startup Loft Accelerator
Accelerate your growth with our virtual, equity-free, startup accelerator
APPLY HERE
10-week virtual acceleration program for early-stage cloud-based startups

158. © 2021, Amazon Web Services, Inc. or its Affiliates.
Credit and Funding Programs
Activate | Migration | Partner Funding | Experiment

159. © 2021, Amazon Web Services, Inc. or its Affiliates.
Overview
Program AWS Activate Are You Migrating? Partner Programs
Want to Try New
Services?
For who Self-funded Funded Moving to AWS
Want to work with AWS
Advanced Partners
Try new services
(for customers not eligible for any
of the credit programs)
Credits $1,000 USD / 2 years
Up to $100k USD with
1 or 2 year validity Up to 4 months of credits
+
Up to 3 months of partner
funding based on current
spend
+
Business Support Plan credits
of $5k valid for 1 year
Jumpstart: Up to 50%
POA: 10% of ARR
WAPP: USD 5k
Up to 10% of expected
annual run rate (ARR)
Technical Support
$350 USD Developer
Support / 1 year
Up to $10k USD
Business Support
Free Technical Partner
Consultation
Partner Support
Optional
(Partner engagements are
co-funded via Jumpstart
Program)
Optional
(Partner engagements are
co-funded via Jumpstart
Program)
Activate Migration
Partner
Programs
New
Services
*Subject to our service terms and approval

160. © 2021, Amazon Web Services, Inc. or its Affiliates.
AWS Activate
(1) Activate Founders (2) Activate Portfolio
Eligibility:
q For early-stage startups with no institutional funding
q Self-funded, unbacked or bootstrapped
q Have not previously received credits
q Active AWS Account
What You Get:
1. AWS Credits: $1,000 USD / 2 years
2. Technical: $350 USD Developer Support / 1 year
Eligibility:
q Funded Startup (venture capital firms, accelerators, incubators,
University, Angel, or Startup Organizations)
q Do not exceed $100k USD in redeemed credits
q Active AWS Account
What You Get:
1. AWS Credits: Up to $100k USD with 1 or 2 year validity
2. Technical: Up to $10k USD Business Support
Apply for Activate HERE
Watch an Introduction to Activate video HERE
Watch How to Apply AWS Activate video HERE
Developer vs Business Support details HERE
We want to help startups build through credits, technical and training support. You can focus on your growth!
Activate Migration
Partner
Programs
New
Services

161. © 2021, Amazon Web Services, Inc. or its Affiliates.
Technical Support Credits
(1) Business Support (2) Developer Support
Business Support provides access to:
• Third-party software support
• Documentation and forums
• AWS Trusted Advisor
• AWS Personal Health Dashboard
• AWS Support API
• Launch and event planning
Developer Support provides access to:
• Documentation and forums
• AWS Trusted Advisor
• AWS Personal Health Dashboard
Contact technical support HERE
Developer vs Business Support details HERE
Pricing details HERE
All AWS Activate recipients get free support credits which can be used for enhanced technical support and architectural guidance
Activate Migration
Partner
Programs
New
Services

162. © 2021, Amazon Web Services, Inc. or its Affiliates.
AWS Activate Providers
Venture Capitalists Accelerator/Incubator
EXAMPLES / There’s MORE! You can inform your AWS Contact so he/she can check
Government
University Programs
Scouts/Others Startup Organizations
Global Founders
High-Tech Gründerfonds
HV Capital
Wingman Ventures
La Famiglia
Seed & Speed Ventures
ZKB Venture Capital
Energy Innovation Capital
Verve Ventures
SICTIC
Volta Ventures
Rocket Internet
Techstars
YC Startup School
F10
Plug and Play A&I – Germany
MassChallenge
CV Labs
ESA Bic
EntrepreneurFirst
Antler NL
Techleap NL
EXIST
Technology Fund CH
ETH Entrepreneur Club
Wingman Campus Fund
S2S Ventures
WHU
RWTH
UnternehmerTUM
Dealroom (for Zurich/Cologne-based customers) OTP Startup
NAPADROKU
MIT Enterprise Forum
Activate Migration
Partner
Programs
New
Services
BeAngels
Hummingbird
Endeit
Peak
Leapfunder
InnovationQuarter
Prime

163. © 2021, Amazon Web Services, Inc. or its Affiliates.
AWS Activate
HOW?
Activate Founders Activate Portfolio
WHAT IF?
Activate Console Activate Console
VC/Investor
Organization ID which is a
voucher code
q Our investor is not an Activate Provider yet? If they are eligible, they can apply as an Activate Provider here. This take a few minutes, and up to 2 weeks to
be approved. The eligibility is on the link as well.
q We have multiple Activate Providers (multiple codes)? Some startups receive $5k, $10k, $25 or $100k (depending on the affiliation). Activate credits
cannot stack. All startups are eligible for a maximum of $100k USD. Let’s say you received a $5k USD code, then received another $25k USD code – the total
amount that will be active is $25k USD (the second code if effectively $20k USD).
q How do I choose between $25k/2 years versus $100k/1year? It depends on your estimated usage. You can use the AWS Monthly Calculator or consult our
SA to make a decision. For example, a $25k/2 is best for $3k MRR while $100k/1y is best for $8k MRR.
q Can I extend the validity? Credit extension is extremely difficult (almost impossible), so choosing the right timeframe and utilizing the credits are very
important. Contact us here.
q We are finishing the credits soon? Join our monthly Cost Optimization workshop here
email verify apply
Account Manager/
Investor Relations Team
Activate Migration
Partner
Programs
New
Services

164. © 2021, Amazon Web Services, Inc. or its Affiliates.
Are You Planning on Migrating?
Make Your Migration Seamless
Eligibility:
q For customers who are trying to migrate workloads from any external platform
q Migrating from competing platform, on-premise, colocation, Heroku
What You Get:
• Up to 4 months of credits
• Up to 3 months of partner funding based on current spend
• Business Support Plan credits of $5k valid for 1 year
• Architecture Mapping by AWS Solution Architect
• Cost Optimization
HOW? Contact us HERE
Activate Migration
Partner
Programs
New
Services

165. © 2021, Amazon Web Services, Inc. or its Affiliates.
Jumpstart Partner Program
Get the Expertise You Need
Eligibility:
q For customers who want to adopt AWS strategic services (i.e. Analytics, IoT, ML, Containers, Non-Relational DB) but want it
implemented fast or have technical knowledge or resource limitations
q Activate customers can apply for Jumpstart
What You Get:
q FREE initial engagement with Partner (SoWAAS), who can give you a Statement of Work
q Statement of Work: contains plan for implementation and potential savings
q Up to 50% Funding (pending approval)
Activate Migration
Partner
Programs
New
Services
HOW? Contact us HERE

166. © 2021, Amazon Web Services, Inc. or its Affiliates.
Well Architected Partner Program (WAPP):
Build Powerful Solutions
Purpose:
q For customers who want to improve production workload using the AWS Well-Architected Framework (WAF)
q Map architecture against design principles and architectural best practices
q Check 5 pillars: operational excellence, security, reliability, performance efficiency, and cost optimization
What You Get:
q FREE (USD 5,000 AWS Credits)**
Conditions**
Resolve a minimum of 25% of all HRIs (High Risk Issues) identified through the review (example, if 16 issues are found, you must resolve a minimum of 4)
Give feedback about the performance of the partner and by filling out a customer survey that will be sent by AWS
Activate Migration
Partner
Programs
New
Services
HOW? Contact us HERE

167. © 2021, Amazon Web Services, Inc. or its Affiliates.
PoC (Proof of Concept)
Experiment at Low Risk
Eligibility:
q For customers who want to adopt AWS strategic services (i.e. Analytics, IoT, ML, Containers, Non-Relational DB) but want it
implemented fast or have technical knowledge or resource limitations
q Customer does not have other active credits
q Eligible for services used at <=$100 level in the past 12 months
We want to customers mitigate the financial risk of trying new AWS services and architectures that are more effective and efficient than
their existing solution
Activate Migration
Partner
Programs
New
Services
HOW? Contact us HERE

168. © 2021, Amazon Web Services, Inc. or its Affiliates.
FinTech Startups have found a home on AWS
of the DACH FinTech
Unicorns run on AWS
100%
Dedicated FinTech Startup team
Support in scaling, compliance, co-selling,
DeFi challenges, etc.

169. © 2021, Amazon Web Services, Inc. or its Affiliates.
Are AWS services compliant?
All AWS services can be used in compliance with GDPR.
Can AWS services be used in compliance with DiGAV?
Yes. We provide a list of Privacy Features of AWS Services to help you determine which AWS service can be used without transferring data from the AWS regions.
This allows you to build and run applications that are intended to be reimursed under DiGAV. You can also access AWS GDPR Center to learn how to use AWS
services in compliance with GDPR and the DiGAV Blueprint tool.
How many law reforcement requests resulted in the disclosue to the US government of enterprise content data located outside
the US?
None. (See Information Request Report)
Customers we already work with:
Dedicated Healthcare Life Sciences Team to Support You

170. © 2021, Amazon Web Services, Inc. or its Affiliates.
AWS Startup Universe
Idea Build Your MVP OR Move to AWS Grow and Scale
Startup L.oft Accelerator (FREE)
Equity-free program focused on supporting early
stage startups.
APPLY HERE
Startup Loft Trainings (FREE)
Startup event hub covering topics like pitching,
networking etc.
JOIN HERE
Activate Founders (FREE)
$1000 Credits with Support credits for
startups who are just getting started
APPLY HERE
Roundtables and
Networking (FREE)
JOIN HERE
AWS Activate Program (FREE)
Program specifically designed for early stage
entrepreneurs to build on AWS with up to $100k
credits.
APPLY HERE
Partner Funding (Co-funded)
Work with AWS Advanced Partners to save you
time and money, and AWS can co-fund.
CONTACT US HERE
CONTACT our partner Ankercloud HERE
Build Your MVP (FREE)
Get a dedicated point of contact that can provide you
the technical and business resources you require to
build your MVP
CONTACT US HERE
Architecture Optimization
Explore advanced services to allow for even
better scale and performance.
CONTACT US HERE
Cost Optimization (FREE)
Join our monthly Cost Optimization Webinar
JOIN HERE
Cost Optimization (FREE)
Take control of cost and continuously optimize your
spend, while building modern, scalable applications to
meet your needs.
READ HERE
Well Architected Review (FREE)
Build secure, high-performing, resilient, and
efficient infrastructure for free.
TRY IT HERE
AWS Partner Network (FREE)
Prospect and get business with AWS via Amazon
Partner Network. Registering is free.
APPLY HERE
Co-brand with AWS (FREE)
Speak in AWS events, co-create marketing materials
and build better branding with AWS.
CONTACT US HERE
Training & Certifications
Upskill and get free technical trainings.
LEARN HERE
Recruitment
Get the talents you need through our partners
Vicoland
LEARN HERE
AWS Data Exchange
Find, subscribe to, and use third-party data in the
cloud with AWS Data Exchange.
APPLY HERE
AWS Marketplace
Sell your solution to our customers via the AWS
Marketplace.
APPLY HERE
Co-market and Co-sell
Migrate to AWS (Co-funded)
If you are moving workloads to AWS, we have
programs that can help you. You will also get a
dedicated account manager.
CONTACT US HERE
Ask a Technical Expert (FREE)
Speak to an AWS technical expert and get free technical
advice.
BOOK A SLOT HERE
Business or Developer Support
Enhanced technical support and architectural
guidance that comes with your Activate Credits.
Learn more HERE
1:1 Architecture Review (FREE)
Get a dedicated solution architect to help you with
your complex technical questions.
CONTACT US HERE
AWS Activate Provider (FREE)
Ask your investor or startup enabling organization to
participate in AWS Activate. APPLY HERE
Partner Consultation (FREE)
Get an architecture review and statement of
work from our AWS Advanced Partners.
CONTACT US HERE or
CONTACT our partner Ankercloud HERE
Dozens of programs and a dedicated organization for Startups