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THE OLD WAYTHE NEW WAYTHE INSPIRED WAY
CHRIS KENNEDYVice President, Revenue
Management
Marketing • Business Intelligence • Product Management
INSIDE GO DADDY
World’s largest web presence provider
Domain Names: #1
Hosting: #1SSL Certificates:
#1Customers: #1
Support: #1
INSIDE GO DADDY
Alexa Rank: 21
INSIDE GO DADDY
1/3 of all domains in the world resolve through Go Daddy
INSIDE GO DADDY
11 MillionCustomers
50 MillionDomains
4,000Employees
1.8 MillionCalls / Month
ONLINE LEAGUEMANAGEMENT
• Interactive
• Social
• Easy to use
• Comprehensiv
e
PLANNING
PLA
NN
ING THE OLD WAY:
Requirements
System Design
Coding
Unit Testing
Integration
System Testing
Operation
PLA
NN
ING THE NEW WAY:
KAIZEN
• Continuous improvement
• Builds nimble cultures
• Necessary for Lean and
Agile
PLA
NN
ING THE NEW WAY:
PLA
NN
ING THE INSPIRED WAY:
ReverseWaterfall
Build the App
UX Design
Systems &Capacity
Requirements
DEVELOPMENT
DEV
ELO
PM
EN
T THE OLD WAY:
DEV
ELO
PM
EN
T THE NEW WAY:
LocalOutsourcin
g
OnshoreOutsourcin
g
OffshoreOutsourcin
g
FTEStaff
Flexibility and Speed
LOW HIGH
Investm
ent
Require
dLO
WH
IGH
DEV
ELO
PM
EN
T THE NEW WAY:Agilesoftware development
PRODUCT
BACKLOG
SPRINT PLANNIN
G
SPRINTBACKL
OG
SPRINT
1DAY
1WEEK
SHIPPABLE
SOFTWARE
DEV
ELO
PM
EN
T
is important!
QA
DEV
ELO
PM
EN
T THE INSPIRED WAY:
YOU do it.
DEV
ELO
PM
EN
T
Scottsdale Community College Classes:
Web Development CIS133/233Web Scripting with PHP CIS166MySQL Database CIS276E-Commerce CAS235Adobe Photoshop CIS120/220
DEV
ELO
PM
EN
T
Junior Developer Program
INFRASTRUCTURE
INFR
ASTR
UC
TU
RE THE OLD WAY:
Shared Hosting Private ServersYour Servers
• Manage your own web hosting servers
• Expensive
• Security risk
• Continual maintenance
• Cheap…very cheap
• Doesn’t scale
• Less flexible
• Good-enough performance
• Outsourced support
• Ultimate flexibility
• Performance scales
• Dedicated orvirtual dedicated
INFR
ASTR
UC
TU
RE THE NEW WAY:
• Flexibility – change direction easily
• Zero or low capital outlay• Rapid scalability• Low maintenance costs• Global access• Load balancing
Cloud Servers
INFR
ASTR
UC
TU
RE THE NEW WAY:
Cloud Resellers
Cloud Solution Providers
Mass Market Hosters
Managed Hosting
Providers
Telcos& ISPs
Hyperscale
Providers
Ephor GroupNumber of Servers
Marke
t Size
Serv
ed
INFR
ASTR
UC
TU
RE THE INSPIRED WAY:
The FreeCloud
• 750 hours EC2 / month• 750 hours load
balancer• Free 12 months
• 28 instance-hours / day• 1GB/day bandwidth• Free forever
MOBILE
MO
BIL
E THE OLD WAY:Full
BrowserMobile Site
Nathan, Arizona
ProgramsParksPoolsClassesAboutFull Site
• Full functionality• Rich media
• Functionality subset• Guessing at user
needs
MO
BIL
ECase Study: 2012 Election
Brad Frost, Smashing Magazine, August 2012
MO
BIL
E THE NEW WAY:
•Mobile integrated from day 1
•Common code base
•Mobile rendered in display
layer
MO
BIL
E THE INSPIRED WAY:
Nathan, ArizonaSports Parks About
MobileFirst
Login
Password
Today’s League Schedule:
MARKETING
MA
RK
ETIN
G THE OLD WAY:
•No channel coordination
•“They’ll find us”
•Goals: drive website traffic
MA
RK
ETIN
G THE NEW WAY:
Relationship Marketing & Direct Engagement
Employee participation in online communities
Active social media thatdelivers something of value
Clear, consistent messagesacross all channels
Engage customersoutside of the website
MA
RK
ETIN
G THE INSPIRED WAY:
•The right metrics
•Get that URL out there
•Customize your SEORatings on the ad:Click-through +15%Conversion +18%