How to make sure the CEO funds your crazy ideas to make developers happy

© 2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

Adam FitzGerald

Head, Worldwide Developer Marketing Amazon Web Services

How to make sure the CEO funds your crazy ideas to make developers happyFunding Models for Developer Relations Programs

@DevRelChap

Who am I?

Who are you?

What do you make/sell?

What do you make/sell?

What do you make/sell?

Pay as you GoSubscription

Consumption Pricing

You are a cost center!

What does one developer mean to my company’s business?

What do you make/sell?

What do you make/sell?

DevAcqCost < X%*UnitsSold*MargVal

What do you make/sell?

SpringSource 2006

Spring Community Population (Open Source)User base: 2,500,000

Key RatiosCore:Expert 20:1Forum:Registered 10:1Registered:Global 20:1

Global Population

Registered

Forum

Experts

Core

Active: 12,000

Committers: 20

Population

20x

30x

20x

Subscribers: 125,000

Answers: 400

10x

User base: 2,500,000

Application Management

Middleware / App Server Platform

Frameworks and Tools

Hyperictc ServerSpring & Grails

ManageRunBuild

SpringSource Solution:Modern Platform for Business Critical Applications

Spring Community Population (Open Source)User base: 2,500,000

Usage drives requirements

Key RatiosCore:Expert 20:1Forum:Registered 10:1Registered:Global 20:1

Global Population

Registered

Forum

Experts

Core

Active: 12,000

Committers: 20

Population

20x

30x

20x

Subscribers: 125,000

Answers: 400

10x

User base: 2,500,000

Raw Leads: valid contact information, but have not been assigned to an AE.

Open Leads: “Assigned Leads”have not yet been contacted by an AE.

Cam

paigns to Close to U

psell

Raw Leads

Open Leads

In Process

Working

OPPTY

In Process Leads: AE's are attempting to make contact via email and phone calls.

Working Leads: The lead responded to an email or a conversation has taken place..

Opportunites: AE was able to determine that there is a real project with a real budget and a project will take place in the next 3-months.

Ass

igne

d Le

ads

Community

$

5%

25%

30%

30%

20%

Key ConversionsCommunity-to-Raw: 5%Raw-to-Open: 25%Open-to-Working: 30%Working-to-Opty: 30%Opty-to-Close: 20%

DevAcqCost < X% * CCR*CRO*COW*CWO*COC*avgD$

Pay as you GoSubscription

Consumption Pricing

developer == customer

Customer Lifetime Value

Auto Regressive Integrated Moving Average

DevAcqCost < X% * CustLifeValueFT

How to make sure the CEO funds you crazy ideas to make

developer happy?

1: Know your expected DevAcqCost for each tactic2: Know your company’s business model3: Know your CEO’s tolerance for X%

AWS Pop-up Loft

Thank you!

Adam FitzGerald @DevRelChap