AWS Partner Network (APN) Partners seek a SaaS delivery model for their products to support rapidly changing customer business needs, save costs, and expand market value. AWS has over ten years of experience supporting thousands of ISVs who use AWS services and products as the foundation for their software business, leveraging our rapid pace of service and product innovation, pay-as-you-go pricing, scale and availability, security and compliance, and global reach. In this session, you hear directly from partners who have successfully built their SaaS business on AWS, including how they transformed their business, the impact on business and customers, and ways they used the APN along the way.

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Maximize Innovation and Agility by
Building Your SaaS Solution on AWS
Craig Wicks
Sr. Manager, AWS SaaS Factory
G P S B U S 2 1 3
Emily Tyack
Manager, ISV Programs

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Agenda

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SaaS [saes]

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A brand or a business model?

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21%
29%
22%
16%
9%
Customer Demand and Preference (IDC)
n = 2,902, Source: IDC SaaSView 4Q18, October 2018, IDC

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21%
29%
22%
16%
9%
Customer Demand and Preference (IDC)
n = 2,902, Source: IDC SaaSView 4Q18, October 2018, IDC

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21%
29%
22%
16%
9%
Customer Demand and Preference (IDC)
n = 2,902, Source: IDC SaaSView 4Q18, October 2018, IDC

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21%
29%
22%
16%
9%
Customer Demand and Preference (IDC)
n = 2,902, Source: IDC SaaSView 4Q18, October 2018, IDC

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21%
29%
22%
16%
9%
Customer Demand and Preference (IDC)
n = 2,902, Source: IDC SaaSView 4Q18, October 2018, IDC

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Customer expectations
Frictionless
onboarding
Rapid and
painless
innovation
Consumption
based pricing
Simplify IT
management

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More than a product strategy
Product
development
Sales and
marketing
Operations
Business Transformation

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Making the move
Customer Demand
Time to Market
Competitive Pressure
Survival

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Core
App
Managed services
Development of managed
services delivery model (single-
tenant)
Examples: managed services,
discrete opportunities and
segments
(+) Meeting customer
needs/demand
(-) Cost and innovation concerns
related to scale
Managed
Current
Customers
New
Customers

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New “Greenfield” application
New
App
New
Customers
Development of new
application/company focused on
new customers
Examples: start-ups, spin-off
(+) Opportunity to “get it right”
(-) Balancing speed to market
with functionality (MVP)

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New app to new customers
New
App
New
Customers/
Markets
Current
Customers
Core App
Development of new application
based on an existing functionality
to reach new markets
Examples: mid-market, SMB,
cross-industry
(+) Brand, built in demand, lower
operational cost, managed
expectations
(-) Customer acquisition cost

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New app to current customers
Development of new application
that complements an existing
core application
Examples: Analytics, reporting
(+) Lower cost of acquisition and
less risk
(-) Limited return
Core
App
New
Current
Customers

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Risk and reward
Time to marketDrive Innovation
Operational Cost New Customers
?

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Managed
Services
Risk and reward
Time to marketDrive Innovation
Lower Operational Cost New Customers
Greenfield
App
(startup)
New App
New
Customers
New App
Current
Customers

24. “SaaS companies have to be agile. Having AWS allowed us to build our service
much faster than if we had to run our own infrastructure stack. Since its inception,
Sumo has been entirely powered by AWS..”
Bruno Kurtic
Founding VP of Product and Strategy, Sumo Logic

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Implementation of privacy and
protection programs (GDPR,
CCPA)
Launched company and SaaS
solution in 18 months on AWS
and in AWS Marketplace
Early customers include
Under Armour and
Blackboard

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Integration PaaS platform that
allows customers integrate to
applications at scale
Full migration of Dell Boomi
platform to AWS in late 2018
Availability of services for
elasticity, storage, and
provisioning

27. “To be a successful SaaS provider we use AWS wherever we can. For us, the
Amazon technology teams are an extension of our internal R&D teams. They are
our ‘R&D outside the building’. We do not build anything we can leverage from
AWS and we use the R&D saved to create new solutions tailored to our
customers’ needs.”
Keith Cerny
CTO, ACL

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Provides a secure model for sharing network-based services
Enables ISV to vend SaaS services securely, particularly for
customers with specific regulatory and compliance needs
Opens up additional migration possibilities for SI and MSP
partners to facilitate
AWS PrivateLink
Creates new customer opportunities for SaaS ISVs
4

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SaaS on Amazon Aurora
Free technical staff from common operational tasks
No expensive, restrictive commercial database licenses
MySQL and PostgreSQL-compatible relational database
built for the cloud
Pay only for what you use with Amazon Aurora Serverless

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The APN Partner journey
Innovate, differentiate, mature,
and grow exceptional products
& solutions on AWS
Build
Sell Market

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Build
Build

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AWS SaaS Factory
Provides business and technical enablement with SaaS
experts
A range of learning opportunities from self-service
education, in-person events, and workshops
Available to any APN Partner across all APN tiers
Build

35. Justin Antonipallai,
CEO, WireWheel.

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AWS SaaS Factory
Learning modules
- Critical needs across business and technical
topics
- Available to any APN Partner across all tiers
- New! 15+ learning modules in 2019!
Monthly Webinar Series
- Global user friendly times
- Recorded for later reference
- Available to any APN Partner across all tiers
- Interactive experience – ask questions of
SaaS experts
Build

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AWS SaaS Factory
AWS SaaS Factory Blog Post Series
- Learn about new AWS services or features
- Hear from SaaS experts on new trends they’re seeing
- Learn from other SaaS companies who have built their SaaS
business on AWS
Build
In person workshops
- In person interactive workshops and bootcamps guided by SaaS
experts
- Business and technical topics
- Events held around the world in 2019

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Market
Market

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Differentiate your product
to customers
Showcase expertise in a
specific industry, solution, or
workload
Unlock solution specific benefits
Market
AWS Competencies are granted to APN Partners who have
demonstrated technical proficiency and proven customer success in
specialized solution areas

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Market
Government Education Financial
services
HealthcareLife sciences Marketing &
commerce
Digital media
Storage DevOps SecurityIoT Mobile MigrationBig data Machine
learning
Networking
Industry
Solution
Workload
Oracle Windows SAP
Industrial
software
Cloud
management tools

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APN Marketing Central
Market
Customize and launch
solution-based campaigns
Find an agency with
experience messaging AWS
Generate demand for your
solutions on AWS
Access quick and easy marketing tools that enable you to
generate demand for your solutions on AWS

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APN Marketing Central
Market
Emails Landing
Pages
Syndicated
Content
Banner AdsSocial Media Solution
Briefs
Copy Blocks Case Study
Templates
Webinar-in-a-box Lead
Management
Agency
Marketplace
vPMM
Support

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Sell
Market

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Sell
Pay-as-you-go
subscriptions
Pre-paid
contracts
AWS Marketplace
AWS Marketplace is a sales channel that makes it easy for APN Partners to
offer software solutions that run on the AWS Cloud.
Seller private
offers
Single bill
for
customers
Minimal
procuremen
t friction

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Sell
AWS Marketplace
Cloudability’s True Cost™ management platform
delivers accurate cloud financials empowering
companies to run their cloud with financial and
operational excellence.
• Launch partner for the new Cloud Management Tools
Competency
• Customers can purchase Cloudability through AWS
Marketplace, and take advantage of a 14 day free trial
Ibotta saves $1m on AWS with
Cloudability through the AWS Marketplace

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Engaging with the AWS Sales Team
Identify new account opportunities and open up new relationships
Overcome customer challenges to accelerate adoption and sales cycles
Drive mutual revenue growth and deliver better business outcomes
Sell
Evangelize your business and customer outcomes

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APN Customer Engagements Program (ACE)
Technical
resources
Tools Sales
support
Successful customer outcomes
Sell

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Why ACE?
Tools and processes to manage your pipeline of customers on AWS
Accelerate deals
Evangelize your existing AWS Business
Visibility and increased engagement with AWS Sales
Eligibility to receive AWS Lead Referrals
Sell

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How to get started
Submit opportunities
and highlight your
AWS business
Connect with AWS
and partner sales
teams to evangelize
customer accounts
Leverage validated
opportunities towards
your APN journey

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Key takeaways

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SaaS Sessions – 18 sessions
Tuesday, November 27
ARC210: SaaS Jumpstart: A Primer for Launching Your SaaS Journey
November 27, 2018; 9:15-10:15a | Venentian, Level 4, Lando 4304
Friday, November 30
ARC325: SaaS Analytics and Metrics: Capturing and Surfacing the Data That's
Fundamental to your Success
November 30, 2018; 10-11a | Venetian, Level 4, Lando 4305
Wednesday, November 28
ARC418: Deconstructing SaaS: Deep Dive into Building Multi-Tenant Solutions on AWS
November 28, 2018; 12:15-1:15p | Mirage, Mirage Event Center B

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SaaS on AWS Office Hours
Tuesday, November 27 1:00-4:00p
Wednesday, November 28 11:00-3:00p
Thursday, November 29 12:00-2:00p
Location: APN Desk at AWS Village in Expo Hall

55. Thank you!
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Craig Wicks
Sr. Manager, AWS SaaS
Factory
Emily Tyack
Manager, ISV Programs

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