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Amazon War Stories
Avoiding casualties, collateral damage, and
being outflanked on the road to world domination




Jon Gallagher, CEO/CTO
Nube de Helado Software, Inc.
jon@nubedehelado.com
http://NubeDeHelado.com
619-318-5999
@JonGal @nubedehelado


            Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
Your Allies




     Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
The 3 Elements of Systems
    Management
       Reactive Management – Managing to Stop Losing Money
       Proactive Management – Managing to Save Money
       Strategic Management – Managing to Make Money

    You should be doing all three all the time, but your emphasis will
    change as time goes on.




                                                                                                S
R   P   S         R                                 R       P
                          P                                        S                R       P
                                S
System Design          System Beta                   System Rollout                World Dominance


                Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
So What’s the Problem?




            BRILLIANC
            E!
Inevitable, Overwhelming, and
      Complete Success!
    Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
System Design War Stories
   Business Issues
    ◦ Construct your relationship with your
      provider like any major vendor
      relationship (e.g., your banker)
    ◦ Budgeting/cost control
   Operational Issues
    ◦ Who’s doing what, when are they doing
      it, why are they doing it, and where?
   Technical Issues
    ◦ System configuration skews

         Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
System Design Casualty
Prevention
   Business Issues – 7 P’s
    ◦ Create your business relationship
    ◦ Create your system diagram
    ◦ Map the AWS infrastructure to your diagram
   Operational Issues – 5 W’s
    ◦ Structure your access to AWS with their Identity and
      Access Manager ( IAM)
    ◦ Create a corporate account
    ◦ Use IAM to structure who is allowed to do what
   Technical Issues – The How
    ◦ Use AWS CloudFormation to build your systems
    ◦ Create your development infrastructure in
      CloudFormation
    ◦ Test and deploy from CloudFormation

           Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
The Instagram-ish Growth Path




http://speakerdeck.com/u/mikeyk/p/scaling-instagram
          Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
System Beta War Stories
   Business Issues
    ◦ Understanding all the costs
      (money, time, etc.)
    ◦ Modeling the business
   Operational Issues
    ◦ Monitoring the systems
    ◦ Using the feedback
   Technical Issues
    ◦ Security
    ◦ Configuration
         Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
System Beta Collateral Damage
Prevention
   Business Issues
    ◦ Build a cost model of each type of service
      you use
    ◦ Understand what you are delivering
   Operational Issues
    ◦ Use the monitoring inherent in every service
   Technical Issues
    ◦ Use your security groups—and use them
      wisely
    ◦ Test yourself for vulnerabilities
    ◦ Assume the worst
          Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
System Rollout War Stories
   Business Issues
    ◦ Are your systems delivering the promise you’re
      marketing?
    ◦ Never pay for marginal costs with fixed dollars
   Operational Issues
    ◦ SLAs
    ◦ Scalability
    ◦ Survivability
   Technical Issues
    ◦ SLAs
    ◦ Scalability
    ◦ Survivability

           Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
System Rollout – Guarding Your
Flanks
   Business Issues
    ◦ What does your customer want out of the system and what are
      they getting?
    ◦ Are you building barriers to entry?
   Operational Issues
    ◦ Does your reporting include the information needed to protect the
      company’s advantage?
    ◦ Are you collecting information that can answer questions about
      the user’s experience?
    ◦ Are you forecasting system usage? The effect of outages?
      Testing disaster scenarios?
   Technical Issues
    ◦ Do you have monitoring for system responsiveness and
      capabilities?
    ◦ Can you meet the explicit and implicit SLAs your company
      makes?
    ◦ Can you recover from outages in critical components? Do you
      have outage plans, communication strategies, and escalation
      procedures?
            Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
World Domination War Stories
   Business Issues
    ◦ When is it time to leave AWS?
    ◦ When is it time to go back to AWS?
   Operational Issues
    ◦ Eliminate the job you started with
   Technical Issues
    ◦ Plan for obsolescence



         Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
World Domination
   Business Issues
    ◦ Is it cheaper to build now, rather than
      buy?
      Facebook
       (blog.facebook.com/blog.php?post=262655797
       130)
    ◦ Are you big enough to make the best
      deal?
      Netflix
       (http://techblog.netflix.com/2010/12/5-lessons-
       weve-learned-using-aws.html)
         Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
World Domination (cont.)
   Operational Issues
    ◦ Have you spun off all non-essential tasks?
      IT Infrastructure
   Technical Issues
    ◦ What are your dependencies?
    ◦ What are the technical trends?
    ◦ What is everyone else using?




          Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
Global Domination – Temporary
for the Ill-Preprepared




     Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com

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Aws Presentation Cloud Security 20120419

  • 1. Amazon War Stories Avoiding casualties, collateral damage, and being outflanked on the road to world domination Jon Gallagher, CEO/CTO Nube de Helado Software, Inc. jon@nubedehelado.com http://NubeDeHelado.com 619-318-5999 @JonGal @nubedehelado Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 2. Your Allies Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 3. The 3 Elements of Systems Management  Reactive Management – Managing to Stop Losing Money  Proactive Management – Managing to Save Money  Strategic Management – Managing to Make Money You should be doing all three all the time, but your emphasis will change as time goes on. S R P S R R P P S R P S System Design System Beta System Rollout World Dominance Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 4. So What’s the Problem? BRILLIANC E! Inevitable, Overwhelming, and Complete Success! Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 5. System Design War Stories  Business Issues ◦ Construct your relationship with your provider like any major vendor relationship (e.g., your banker) ◦ Budgeting/cost control  Operational Issues ◦ Who’s doing what, when are they doing it, why are they doing it, and where?  Technical Issues ◦ System configuration skews Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 6. System Design Casualty Prevention  Business Issues – 7 P’s ◦ Create your business relationship ◦ Create your system diagram ◦ Map the AWS infrastructure to your diagram  Operational Issues – 5 W’s ◦ Structure your access to AWS with their Identity and Access Manager ( IAM) ◦ Create a corporate account ◦ Use IAM to structure who is allowed to do what  Technical Issues – The How ◦ Use AWS CloudFormation to build your systems ◦ Create your development infrastructure in CloudFormation ◦ Test and deploy from CloudFormation Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 7. The Instagram-ish Growth Path http://speakerdeck.com/u/mikeyk/p/scaling-instagram Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 8. System Beta War Stories  Business Issues ◦ Understanding all the costs (money, time, etc.) ◦ Modeling the business  Operational Issues ◦ Monitoring the systems ◦ Using the feedback  Technical Issues ◦ Security ◦ Configuration Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 9. System Beta Collateral Damage Prevention  Business Issues ◦ Build a cost model of each type of service you use ◦ Understand what you are delivering  Operational Issues ◦ Use the monitoring inherent in every service  Technical Issues ◦ Use your security groups—and use them wisely ◦ Test yourself for vulnerabilities ◦ Assume the worst Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 10. System Rollout War Stories  Business Issues ◦ Are your systems delivering the promise you’re marketing? ◦ Never pay for marginal costs with fixed dollars  Operational Issues ◦ SLAs ◦ Scalability ◦ Survivability  Technical Issues ◦ SLAs ◦ Scalability ◦ Survivability Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 11. System Rollout – Guarding Your Flanks  Business Issues ◦ What does your customer want out of the system and what are they getting? ◦ Are you building barriers to entry?  Operational Issues ◦ Does your reporting include the information needed to protect the company’s advantage? ◦ Are you collecting information that can answer questions about the user’s experience? ◦ Are you forecasting system usage? The effect of outages? Testing disaster scenarios?  Technical Issues ◦ Do you have monitoring for system responsiveness and capabilities? ◦ Can you meet the explicit and implicit SLAs your company makes? ◦ Can you recover from outages in critical components? Do you have outage plans, communication strategies, and escalation procedures? Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 12. World Domination War Stories  Business Issues ◦ When is it time to leave AWS? ◦ When is it time to go back to AWS?  Operational Issues ◦ Eliminate the job you started with  Technical Issues ◦ Plan for obsolescence Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 13. World Domination  Business Issues ◦ Is it cheaper to build now, rather than buy?  Facebook (blog.facebook.com/blog.php?post=262655797 130) ◦ Are you big enough to make the best deal?  Netflix (http://techblog.netflix.com/2010/12/5-lessons- weve-learned-using-aws.html) Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 14. World Domination (cont.)  Operational Issues ◦ Have you spun off all non-essential tasks?  IT Infrastructure  Technical Issues ◦ What are your dependencies? ◦ What are the technical trends? ◦ What is everyone else using? Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com
  • 15. Global Domination – Temporary for the Ill-Preprepared Jon Gallagher • jon@nubedehelado.com • 619-318-5999 • http://NubeDeHelado.com

Editor's Notes

  1. It’s a cliché to say that business is like war, quoting Sun Tzu. But warfare is a useful model to check yourself against. Precept such as “no plan survives first contact with the customer”, etc.
  2. ----- Meeting Notes (4/13/12 11:34) -----Business Issues: Put as much care in constructiong your business relationship with AMZ or any other provider as you did in creating the business. Sole proprietor? ok, use your own card. LLC, or Corp? create and use the entity's credit facilities. Partnership? you're on your own.Operation Issues:Who is in charge? – Every hour that ticks by the AMZ cash register rings. Use IAM to establish the rights and responsibilties of everyone who has access to the AWS resources.. Also, never ever let marketing do anything but look at pretty pictures (Story about Kelly picking the biggest EC2 instance)What are we running? Where are we running it?When are we running it?Why are we running itTechnical Issues –Use CloudFormation to create and document your systems. Use it to upgrade and document your systems. (Supplyframe ‘s critical ad server still running on ephemeral storage)
  3. Rough story of how Instagram grew. Started with one hard server
  4. Technical Issues – Understand what your need for security is, and what your commitment is. Obviously things like HIPAA, PIC, etc. are your guidelines, but what if you’re a scrapbooking site? You need to test yourself before the script kiddies do.
  5. Understanding your customer expereince is key to making sure you don’t lose customers to competitors, or even initecompetors in the first place. Supplyframe struggling to provide ads quickly to China, having to own the experience. Customers will quietly slip away.Technical/Operational Issues –It doesn’t matter that it has never happened before, you should still prepare for it. Netflix Chaos monkey.More importantly, you should be the one to know there are problems before the customer does. Supplyframe escalation broken, email from CEO frequently the first sign of an outage.
  6. Technical Issues -