AWS is proposing a new initiative called "AWS Beyond the Cloud" to help startups and investors in India. The initiative would provide services like predictive analytics reports on startups, exclusive access to AWS networking events, and discounted cloud packages. AWS plans to partner with venture capital firms, accelerators, and attend various startup events in India to promote the initiative over 90 days and establish AWS as the preferred cloud provider for startups seeking to scale globally.

1. AWS – Beyond the Cloud
Murtuza Y. Haryanawalla
1

2. Your Investment Strategy
• Capital Efficient
• Deep Technology
• Large Markets
• Differentiated Economic Advantage
2

3. Your Investment Reality :
• Capital Efficiency
– Reducing Infrastructure and Operational overhead
• Deep Technology
– Focus away from core value and product
– Long cycle-time to build prototype and pivot
• Large Markets
– Proving that product is enterprise grade,
scaleable, secure and globally accessible
– Building for zero-touch-sale
• Differentiated Economic Advantage
– Addressing segments requiring tough compliance
– Regulated Industries e.g. Aerospace, Agriculture, Energy
STARTUPS Struggling with….
3

4. Investment
Strategy
Startup
Reality
AMAZON
AWS
PREDICT,
VALIDATE
Predictive Big Data
Access, Technology
Due Diligence,
Investor and Startup
GROW
Network, Connect, Partner,
Scale
Align your Investment Strategy and Startup reality…
COLLABORATE
Help Pivot, Avoid Surprises
Pre-Investment Investment Post - Investment
Elastic Scaleable
Flexible
Dependable Proven
Secure
Experienced Compliant
Global
Capital
Efficient
Deep
Technology
Large Markets
Differentiated
Cost Inefficiencies
Diluted Focus
Not Ready for
Scale
Low barrier,
Narrow
+ AWS Beyond the Cloud
STARTOSPHERE (AS)
…and build Success
4

5. Always available
and scaleable!
No service outage
due to capacity
constraints, No
business lost
Pay-as-you go. No
wasted capex or
headcount to get
started
No need for
hardware updates
or capex to meet
increasing
demand
Help Pivot based on
active monitoring
and big data
predictive analytics
Big data industry
specific predictive
analytics curve
Migration Costs
and time lost
Other limited
service options
time
costs
early stage scale growth
Ready for massive
growth with 40+
services,
compliances,
robustness and
global locations
Beanstalk, EC2, ELB,
EBS,RDS , AutoScaling,VPC,
Direct Connect
Route53, Compliances, SLA
Get to MVP and 10K users for
almost Free
S3, Elasticache
CloudFront, CloudSearch,
EMR
10K-1M users
Glacier, Redshift,
DynamoDB, Transcoder,
SWF, SQS, SES, SNS,
Security
1M - >10M users
5

6. Fast
Dependa
ble
Global
Elastic
Scalea
ble
Flexible
Secure
Proven
Compliant
Easy
(AWS)
Application Hosting Backup & Storage Content Delivery Databases Ecommerce IT HPC Media Hosting Search Life Sciences
6

7. • Investor +
• Portfolio
Startups (Nominated
for Amazon AS by
Investor)
Activate AS
Beyond the Cloud
• Startup Health Report on pre-
selected parameters for each
portfolio startup (avoid
surprises and help pivot)
• Predictive Tools and Reports
using Big Data
• Access to Technical Expertise
for Due Diligence and Advise
• Exclusive Invites to ‘Beyond
the Cloud’ networking, investor
and startup events
Investor
Account
• Exclusive Startup Only
Packages to minimize
costs and optimize
valuations
• Exclusive Access to Global
Amazon Network i.e.
Business Mentors,
Technical Experts, AWS
Peers
• Special Access to Global
Amazon/Partner events,
conferences, Industry
reports and resources
Startup
Account
AWS Beyond the Cloud
STARTOSPHERE (AS)
7

8. Investor Services
Startup Health Report on
pre-selected parameters for
each portfolio startup (avoid
surprises and help pivot)
Exclusive Invites to
‘Beyond the Cloud’
networking, investor and
startup deal flow events
Predictive Tools and
Reports using Global
Big Data
Access Technical
Expertise for Due
Diligence and Advice
HPAS Techligence
Crystal Data Avantage
8

9. Startup Services
Exclusive Startup Only
Packages to minimize costs
and optimize valuations
Special Access to Global
Amazon/Partner events,
conferences, Meetups,
Workshops, Hackathons
Industry reports and
resources, webinars
normally accessible by
Enterprises only
Exclusive Access to
Amazon’s People
Network of Business
Mentors, Technical
Experts, AWS Peers
StartEasy StarterNet
Starterprise StartEvents
9

10. 10

11. END INVESTOR PITCH
BEGIN GO-TO-MARKET
11

12. Exec Summary
• India’s startup ecosystem is ready to scale and hence it is important for
Amazon to move now! Ecosystem has ~150 Investor outfits serving a
few thousand startups which is expected to scale to millions by 2020
• Focus on Big Picture, Total Life Cycle Costs, Migration Costs and
building partnerships for Success – beyond the clouds
• A five point detailed approach for AWS Business Development is
suggested, based on challenges faced by Startups and alignment of
Investor goals
• New service products are suggested which capitalize on Amazon’s
inbuilt advantages and make them available to the Global Investor and
Startup communities
• Long term vision for ‘Pioneer’ positioning is outlined. Recommend
combination of real world touch points with Online and Social Media
e.g. Amazon Startup Lounges, Amazon Startup Radio and TV shows
12

13. India’s internet industry is set to contribute
up to US$ 100 billion to the country’s GDP
and generate 22 million jobs by 2015
By 2020, 114 million Indians will start
one-person companies
India’s e-commerce market will grow
sevenfold to US$ 22 billion by 2020
Working women segment grew 43% in
2013 and constitutes nearly 10% of active
internet users in India according to i-Cube
Aviation growth driven by Corporate India
recognising business aviation as a vital commerce
tool, HNI growth, number of billionaires,
Development of tier II and III cities, Life saving
measures for critical patients and use in disaster
management, Industrial, business opportunities in
remote areas, in the hinterland.
Insurance sector which stood at a strong US$
72 billion in 2012 has the potential to grow to
US$ 280 billion by 2020 driven by the
country’s favourable regulatory environment
which ensures stability and fair play.
It is believed that the Water sector can create potential
investment of approximately US$ 130 billion by 2030.
Water recycling, industrial water treatment and sea
water desalination are some of the big opportunities.
Rural India - potential to add $US 1.8
Trillion to Indian Economy
Tourism – India expected to be fastest
growing markets between 2013 – 2023
Arts, Culture and IT Services
“…India is the most important entrepreneurial
Healthcare market in the world.”
- Jeff Immelt, CEO, General Electric
“…the low consumption of Agro Chemical products in
India accounting for only 0.58 kg/hectare relative to
the world average of 3 kg/hectare indicates immense
growth potential for the pesticides business in India”
data source : www.ibef.org
India’s Innovation Forecast
13

14. India’sVenture Landscape
1. Unilazer Ventures
2. Indian Angel Network
3. KAE Capital
4. IvyCap Ventures
5. IndiaVentures (Piramal)
6. Blume Ventures
7. Mumbai Angels
8. GSF
9. 5Ideas
10. Chennai Angels
11. Seedfund
12. Angel List
13. Nirvana Venture Advisors
14. The HIVE
15. The Ant Farm
16. CIIE
17. UnLtdIndia
18. SeedFarm
1. TiE
2. NEN
3. Venture Nursery
4. Tlabs
5. Techsparks
6. Mahindra SparktheRise
7. Ryerson Zone Startups
8. Investopad, Delhi
9. India Quotient
10. 500 Startups
11. Kyron
12. The Startup centre
13. Startup Village
14. One97 Mobility Fund
1. Sequoia Capital
2. Canaan Partners
3. SAIF Partners
4. Lightspeed Venture Partners
5. Nexus Venture Partners
6. Ojas Venture Partners
7. Accel Partners
8. DFJ
9. Capital18
10. Helion Venture Partners
11. Bessemer Venture Partners
12. Omidyar Fund
13. Walden
14. Sherpalo Ventures
15. Foundation Capital
16. Lightbox Ventures
1. Qualcomm Ventures
2. Nokia Ventures
3. Edelweiss Capital
4. Google Ventures
5. Microsoft Ventures
6. Intel Capital
7. Walmart
8. Target
1. 51 TBIs Across India
(includes IITs, IIMs)
2. 17 STEPs Across India
3. Nasscom 10K
4. Academic Incubators
14

15. Venture Comm.
Mentoring, Pivot,
Guidance
Prototype Development,
Hiring and Team
Building
Sales, Partnerships
Funding,
Infrastructure
Startups
Mentor Connect
Access to Resources for
Product/Prototype
Customer Connects
Strategic Funding
Establish AWS partnerships with ecosystem
players and on-the-ground representation at
Accelerators, Angel and Venture firms.
Sign-up Vertical Experts and Mentors
Represent AWS at Targeted
Events and Conferences and
provide curated lead
generation
Create strategic mindshare for
AWS through social media, PR
and networking
Promote AWS Technology and
Product partnerships through
Hackathons, Workshops and
Setting up Labs, Lounges
Conduct AWS Exclusive
Networking, Investor and
Startup deal source events
AWS India Go-to-Market Strategy
15

16. AWS GO-TO-MKT Days 30 Days 60 Days 90
Venture Outreach
(~150)
Establish Enterprise partnerships with
ecosystem players and on-the-ground
representation at Accelerators, Angel
and Venture firms.
1. Canaan Partners
2. Capital18
3. Nexus Venture Partners
4. Indian Angel Network
5. KAE Capital
6. Mumbai Angels
7. Blume Ventures
8. Ryerson Zone
9. UnltdIndia
10. SINE IITB
1. Unilazer Ventures
2. Lightbox Ventures
3. Lightspeed Venture Partners
4. IvyCap Ventures
5. CIIE
6. IIT Kanpur
7. NID
1. The HIVE
2. The Ant Farm
3. STEPs
4. TBIs
Startup Outreach  LetsVenture (outreach to 900+
startups)
 Wishberry (7000+ projects
completed)
 Suport Women entrepreneur
events and programs
AMAZON Startup Lounges in
Premium Locations or even at
Central Metro/Rail stations.
Third Party Events
Represent Enterprise at Targeted
Events and Conferences and provide
curated lead generation
1. Techsparks
2. Unpluggd
3. Startup Weekend
4. TiE Events
5. IAN Events
6. StartupRoots
7. Social Media Summit
8. Global Entrepreneurship Summit
1. MakerFest
2. Startup Festival
3. INK
 Vertical conferences on
Cloud, Bigdata, Healthcare,
Agriculture, Aviation,
Insurance, Energy etc
AWS Events
Promote Enterprise Technology and
Product partnerships through
Hackathons & Workshops
 Meetup/Explara Workshop  Meetup/Explara Workshop
 Hackathon
 AWS Investors Summit
showcasing the best from
each investor partner
Awareness and Mindshare
Create strategic mindshare for the
Enterprise through social media, PR
and networking
 Linked in Groups for Cloud, CIOs
and DevOps
 Twitter campaign
 YouTube channel
 BLOG at Yourstory etc
 Speaker/Thought leadership
Opportunities at various
partner conferences
 PR using traditional media
 AWS + TV Entrepreneurship
Show to profile startups and
show their use of the cloud
 AWS + FM Radio targeting
SME entrepreneurs16

17. 17

18. Venture Outreach
Position AWS as the de-facto choice defining industry standards for Pricing and
Technology . Only Cost optimized Partner with offerings for every step of the
lifecycle.
Prepare detailed Life Cycle Cost proposal highlighting Lifting costs, Migration Costs,
Opportunity Costs, Customer experience and business impact, Security of Data,
Partnership for Success and related network effects.
Work with AWS Sales/Solution team to identify potential candidates for adoption or
migration to AWS
Study the portfolio companies of target Ventures/Accelerators
18

19. Amazon Startup Lounges
• Premium Strategic Locations near major Metro/Travel Hubs such
as Bandra in Mumbai and Rajiv Chowk in New Delhi. (People
have ideas, just don’t know the next steps and cannot take time
out from their daily grind)
• Envision a thriving place where Developers, Geeks and
Entrepreneurs, business owners, professionals can walk in and
speak to an Amazonian, see Demos, get mentored and walk out
empowered on a Startup journey.
• A weekly Showcase for AWS Startups and Entrepreneurs where
developers, entrepreneurs, investors can walk in to Startup
pitches every Friday evening
• Can serve as AMZN Ecommerce and Drone Drop-off locations
19

20. Amazon FM and TV Shows
• To leverage Entertainment and Traditional Media for creating
awareness and outreach to Entrepreneurs and Startups
• Radio show vision - Connect Global experts with Featured
Startups for discussions on Product, Market and Funding.
– Massive Mindshare at Scale and be seen as the Pioneers in the ecosystem
– Compelling channel to connect with Mainstream Entrepreneurs in
different Verticals
• TV Show vision – Platform to showcase startups in various life
stages from early stage, scale and growth.
– Visibility for AWS startups
– Visibility for Amazon Partners (VCs, Accelerators)
– Helps draw Talent and
– Creates Thought Leadership
20

21. Startup Health Report on
pre-selected parameters for
each portfolio startup (avoid
surprises and help pivot)
Exclusive Invites to
‘Beyond the Cloud’
networking, investor and
startup deal flow events
Predictive Tools and
Reports using Global
Big Data
Access Technical
Expertise for Due
Diligence and Advice
HPAS
Techligence Crystal Data
Avantage
Exclusive Startup Only
Packages to minimize costs
and optimize valuations
Special Access to Global
Amazon/Partner events,
conferences, Meetups,
Workshops, Hackathons
Industry reports and
resources, webinars
normally accessible by
Enterprises only
Exclusive Access to
Amazon’s People
Network of Business
Mentors, Technical
Experts, AWS Peers
StartEasy StarterNet
Starterprise
StartEvents
30 day 60 day 90 days and ongoing
AWS Beyond the Clouds STARTOSPHERE (AS) GO-TO-MKT
21

22. 22

23. Thank You
Murtuza Y. Harianawala
@gandhigiry @strtupnet
mh@strtup.net
+1-408-676-8787 (San Francisco)
+91-9930520052 (Mumbai)
23