Mindbody: A Digital Transformation Story
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Mindbody: A Digital Transformation Story. A presentation by Mindbody's Alex McClure at Apigee's Adapt or Die, San Francisco 2016. See events.apigee.com
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Mindbody: A Digital Transformation Story
- 2. Our Digital Transformation Story Alex McClure Sr. Product Manager – Platform & APIs
- 4. MINDBODY HQ in San Luis Obispo, CA 4 hours south of San Francisco
- 5. Our genesis had a humble mission: Improve the Wellness of the World, by leveraging technology
- 6. A story that begins before mobile… before the Cloud… before SaaS…
- 7. App Builder 1 Subscriber’s Database at a Time
- 8. all 3rd party logos and brands are trademarks of their respective owners APIs powering Fitness Mobile Apps
- 9. Zenrez: Flexible Fitness Emma: CRM & Marketing Tools ClassPass: Complete Workout Variety Perkville: Loyalty & Rewards Programs
- 10. A History of Evolving Assets Online Availability Integrated PaymentsSoftware Customized Experiences
- 11. “Our SaaS powers over 55,000 businesses which serve over 31M consumers.” What is our Greatest Asset?
- 12. “Our SaaS powers over 55,000 businesses which serve over 31M consumers.” The Digital Transformation Moment The most diverse collection of real time fitness classes, spas, salons and wellness services in the world…
- 13. An Incredible Network Effect 14 more than 55,000 businesses reach their 31M consumers MINDBODY
- 14. Public APIs: We’re No Longer Capped by our Own Resources 15 more than 55,000 businesses any developer, any experience APIs
- 15. The Digital Transformation Moment 16 more than 55,000 businesses APIs
- 16. Growth Moments when Externalizing APIs… 18
- 17. 19 The Developer’s Experience IS the product. Enabling “Hello World” in 5 minutes is important! (developers are people, too) “Hello, Dev”
- 18. The single most important thing… 20
- 19. Developers Want Easy Access to… 21 more than 55,000 businesses over 31M consumers
- 20. Without Having to Become Experts in our Core Software…
- 21. The (other) single most important thing… 23
- 22. Internal Developers != External Developers 24
- 23. Dialogue Between Internal Developers… “Hey John, we didn’t have time to implement constraints around the number of records you can call, so, make sure you don’t go above 10.” 25 “Yep. You had better put that on the backlog… But OK.”
- 24. Along comes Kevin, an External Developer “I wonder if this endpoint will let me call 1,000,000 records…” 26 Internally… “!!! W.T.-
- 25. Productized APIs start becoming trendy... 27
- 26. 28
- 27. 29
- 28. 30
- 29. 31 Digital Assets Demand for APIs The World’s Best API Management Gateway A Business Model that Works API Ninja T-Shirts
- 30. APIs are Enabling Digital Transformation 32
- 31. Corporate Wellness employers offering rewards based upon actual gym attendance
- 33. An Affiliate API to Book Fitness Classes Anywhere 35
- 34. What can we now aspire towards? 36
- 35. “Hello” Messenger Bot, Siri, Alexa, Assistant 37 Siri, Alexa, Assistant, Jarvis and Iron Man are registered trademarks of Apple, Amazon, Google & Marvel, respectively.
- 36. Personalized Workouts Based upon your DNA? 38
- 37. Are you ready for the most exciting piece of innovation…? 39
- 38. 40
- 39. Digital Transformation Drives Innovation 41
- 40. Thank You
Editor's Notes
- Good afternoon everyone, It’s good to be here at an API conference People who care! Lead MINDBODY’s Platform & APIs strategy We’re on this digital transformation journey ourselves, and wanted to share our story
- MINDBODY is the world’s leading provider of business management software for the wellness and beauty industry. For MINDBODY, the one thing that we’ve always valued the most has been our relationships with our customers. That is such an integral part of our story because one of the keys to our growth has ben in adding adding so many new features to our core software in order to make our subscribers successful, one business at a time.
- Who is MINDBODY? We’re a software company in San Luis Obispo It’s an amazing city about 4 hours south of here.
- While we aren’t sending rockets to mars, investing self driving cars, or creating the world’s next big cloud, we are doing something just as difficult – influencing human behavior.
- Like many of you, our story doesn’t begin in the clouds. It didn’t begin on mobile. Didn’t even begin on the web. round circular things that most people only refer to as coasters or free frisbees these days. We were founded out of our CEO’s garage back in 2001. Then transitioned to make our software available online through a web browser Integrated payments solution About 5 years ago introduced APIs that allowed our subscribers to access their data That ended up being pretty useful for mobile apps that we were beginning to create
- Some really, really neat use cases began popping up. All of a sudden there were entire companies getting started, all based on our APIs, filling in our product gaps. Here is a picture of a few examples of Fitness Mobile Apps in action. Entirely branded mobile applications for our joint customers.
- Previously recorded demonstration of Fitness Mobile Apps in action.
- As our evolution continued, we now have an online marketplace of solutions. These solutions have been built by our partners and ISVs in our ecosystem. Examples include Emma, who has built a really powerful CRM & Marketing platform. ClassPass: Who offers a terrific way for people to get fit at a variety of businesses. Then there is Zenrez, who allows you to look for great deals at fitness studios in your area. And loyalty rewards programs by companies like Perkville.
- As our story evolved, so did our realization of what our greatest assets are. We were one of the first online Software as a Service companies in the wellness industry. We made it really, really easy to get started online. One of the first to offer an integrated payments solution. Our asset then? Integration with everything you need to run a business. Even building a commonly used SaaS solution, used by tens of thousands of subscribers ISVs can have one consistent set of APIs that they write towards and reach all of those businesses To engage with our consumers… Our Asset was the ability for developers to learn 1 Software as a Service system, and then reach a network of thousands of subscribers. But over time we began asking... What is our most important asset? Did you hear it? I just mentioned it
- What has been our greatest asset? It’s our SaaS offering, right?
- What if we challenged that idea? Do you know what 55,000 businesses in the health and wellness space represents? The most diverse collection of real time fitness classes, spas, salons, and wellness services in the world. Do you know how many amazing health and wellness applications can get created when we begin thinking about a user base 55,000 businesses and and 31M consumers?
- MINDBODY builds the software that allows over 55,000 businesses to successfully engage with their consumers
- Through APIs We don’t have to create every type of user experience that is our there Our single greatest asset is not just our software anymore It is our network of businesses that use our software Their real time scheduling availability Their data Now available, to the entire world APIs to enable ISVs to connect and build for multiple businesses You know why that is so powerful?!?! I don’t have to be limited by our resources and budget constraints anymore I don’t have to be limited by our own R&D dollars The platform mentality is to enable the world of developers and businesses with the tools they need to make their own investments, to follow their own passions, and create a win-win for everyone.
- The really neat thing though, is that when you have that kind of thinking… APIs end up benefiting your internal teams as well. Frees passionate teams members to work on projects that they reall care about. One example of that is our MINDBODY App.
- This involved lots of cultural shifts internally because we had to begin realizing that our API IS the product. Partners, especially companies with consumer networks of their own, that want to enhance their offerings… they expect modern REST APIs. They expect quality. How many developers in this room can attest that standards matter. Response codes matter Performance and uptime matters. Being able to get started with a “Hello World” app in 5 minutes or less matters. You know what? If I were to be honest. This was really really hard for us. There was pain here. This was culture. Sometimes it feels like you’re challenging the status quo when you advocate for developer experience, that, at times might be perceived as competition to your core offering.
- But do you want to know what the single most important thing is?
- when we’re building APIs that connect over 55,000 businesses and 31M consumers to 3rd party applications.
- In our core software Yes they want to know about it But not necessarily learn all of the intracicies of what we offer.
- We would have caught the rest of that sentence except for the poor system went down…
- All around the office, developers began wearing API t-shirts. The t-shirts began getting everywhere. Our team decided to hire a technical writer to make sure that all of our APIs were being properly documented. He began wearing API t-shirts! Then we would start walking around the campus and, we don’t even know this guy, but even he is wearing a t-shirt.
- API stickers all over our weight rooms
- Even brock went and got a tatoo on his back saying he loves APIs.
- So lets review Now we have digital assets We have these things Everything is checked off
- Now we’re fully ready for digital transformation Lets talk about what that looks like going forward
- We’re connecting corporate wellness programs with these digital apps
- We recently announced a partnership with Under Armour. Exciting because of their focus on technology and digital apps. They own MyFitnessPal, Under Armour Record, MapMyFitness, etc. A user base that numbers in the millions. We’re working together to help create a healthier world by seamlessly connecting the largest health and fitness community (Under Armour) to our clients’ inventory of fitness activities.We’ll be announcing a lot more very soon, so stay tuned. Really excited about the experience we’re creating for fitness enthusiasts.
- Wouldn’t it be neat if you could book a fitness class or a massage at the studio right next to where you just booked your hotel? What if if you were traveling and your travel companion app was smart enough to tell you the closest crossfit box doing the same workout of the day as your home box? That is now possible with our Affiliate API. A complete package and product to enable these types of experiences for 3rd parties.
- What other things are we aspiring towards? These are our “pie in the sky” ideas, so to speak.
- Wouldn’t it be neat if you could chat with a messenger bot, or say, “Hey Siri, Hey Alexa, Hey Assistant”… and book into a class that your friends are booking into? Or I don’t know… what if you were using your favorite search engine and wanted to find a pilates class nearby?
- Why not? If dating services are experimenting with consumer DNA testing, why shouldn’t your health gym?
- Are you ready for the most exciting pieces of innovation? Do you want to know what it is that inspires us to come into the office every day and build out these APIs and an awesome developer experience? Do you want to know how we’ll look back years from now we’ll be thinking, “wow, that is so much cooler than we imagined.” Do you want to know what that thing is?
- That thing… That’s right It has yet to even be built or invented That’s the greatest part about innovation with APIs That’s the greatest part about building platforms!
- The future holds so many possibilities. And that is the really really exciting part… When we build platforms and APIs, the best innovation happens when companies and teams start brainstorming ideas and collaborating together. That’s the best part about digital transformation.
- Thank you!