Francesco Fullone is the CEO and founder of ideato, originally a web agency but now pivoted to a tech agency. As a web agency, they found clients wanted designers and content managers rather than developers, and projects had to conform to CMS limitations instead of startup needs. This led them to pivot to a tech agency focusing on apps instead of sites using modern PHP and best practices. Their goals in pivoting were to have fewer bugs, lower maintenance costs, and faster responses for customers through techniques like TDD, frameworks, and continuous integration. They now look for clients needing partners for their projects and share their development culture.

1. From a web agency to...
a better job, a better life, a lot of fun!
Francesco Fullone
ff AT ideato.it

2. Chi sono
Francesco Fullone aka @Fullo
- PHP developer since 1999
- President
- and Open Source Evangelist
- CEO @
- founder @
- Nerd and geek

6. web agency
Looking for clients that need websites

7. CMSes
content management systems

8. impose limits (AI, UX, ...)
project has to adapt to them
not suited for startups
unsatisfied customers

9. not enough
good code culture
in PHP CMSes

10. Web agency clients don't
need skilled developers
but skilled designers and
communicators

11. Clients need to mantain
contents, do adv, ...
(good code is only a secondary benefit)

12. This was not our job...
(we are a PHP company)

14. Lesson learned: pivoting!

15. Tech agency
Looking for clients that need apps and not sites

16. PHP 5.3 revolution
namespaces
decoupled frameworks
real OOP

17. Our needs:
Less bugs
Less (maintenance) costs
Faster replies to customers
No graphic or content issue

18. Less bugs:
Test: TDD (phpUnit), BDD (Behat)
Good Practices (using decoupled frameworks)
Create a development culture

19. Less maintenance costs:
Automatic deploy strategies
(ant, phing, capistrano, fabric, idephix*)
Continuous Integration
(jenkins)
* tba

20. Faster response:
small code batches
small (self-sufficient) teams
flow culture

21. Reduced activities:
Partners for UX, Design, Layout
Partners for content delivery, adv, etc.
Small batches of activities

22. We can do better: pivoting!

23. Pivoting
from supplier
to partner

24. Dev company
Looking for clients that need partners for their
projects

25. Share culture
Mentoring & Coaching on:
- Agile methods
- Technical Stuff
- Lean practices

26. Hey Dude! It's brogramming!

28. If it worked for us...
Will it work for anyone?

29. ?

30. jsDay + phpDay 2012
16-19 Maggio 2012 Verona
www.phpday.it / www.jsday.it

31. Francesco Fullone
ff@ideato.it
@fullo
via Quinto Bucci 205
47023 Cesena (FC)
info AT ideato.it
www.ideato.it