HOWTO: Shut It Down
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How and why you would shut down an API program, some alternatives, and the top 3 reasons a platform will get retired.
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HOWTO: Shut It Down
- 1. SHUT IT DOWN HOW TO: Tyler Singletary @harmophone
- 2. “IT IS FORBIDDEN TO KILL; THEREFORE ALL MURDERERS ARE PUNISHED UNLESS THEY KILL IN LARGE NUMBERS AND TO THE SOUND OF TRUMPETS.” Voltaire SHUT IT DOWN
- 3. SHUT IT DOWN LET'S SET SOME CONDITIONS ▸ LET: The API is built. The program is launched. ▸ LET: You have usage, some significant partnerships or customers
- 4. SHUT IT DOWN WHY?? ▸ Your executive leadership just isn't into it ▸ You didn't hit the revenue or enterprise value to channel conflict ratio ▸ The product wasn't good enough :(
- 5. SHUT IT DOWN TWO WAYS TO KILL YOUR API
- 6. SHUT IT DOWN LET IT DIE ▸ Don't invest in it. Minimal human effort. API Management runs it. ▸ Don't engage and support with your customers. ▸ Don't have buy-in from executive leadership. ▸ Don't regularly check in with engineers that manage Pager Duty, nightly jobs, data quality, overall health. ▸ Market only to developers. ▸ Don't treat it like a product, don't have a sales process. Product lifecycle. ▸ Sell too soon. Over monetize and process-ify your process.
- 7. OR...
- 8. SHUT IT DOWN CULTIVATE, BRING TO MARKET, SWAP CROPS ▸ You don't have to leave your program to die, even if you're shutting it down ▸ Time to end-of-life after any legal contracts expire, and don't auto-renew them. [Conversely...] ▸ Turn off new API sign ups, if you're public. Make it clear your program is closed to new customers. ▸ Provide a path to alternatives. Might be: partnering, exports, SAAS alternatives, and the dreaded competitor- recommendation
- 9. SHUT IT DOWN MORE THAN A COLLECTION OF ENDPOINTS ▸ You can shut down particular use cases (see: Twitter) ▸ You can shut down particular customers ▸ You can change your terms, business model, pricing, packaging, rate limits ▸ Move from Open to Partner API, or Partner API to Private ▸ Version your API, or version your commitments
- 10. SHUT IT DOWN HOW TO: Tyler Singletary @harmophone