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Establishing Your Program's ROI The first hurdle is at home. Every program manager must defend his program to the execs in the corner office. It is absolutely essential that you can establish a positive ROI for your program and be able to show its value. Bruce Jones will show you how this is done. First Presented: March 23, 2014 - Developer Relations Bootcamp
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Developer Program
ROI
The Workshop
A new perspective
Be able to demonstrate ROI
To dance well when you can not
Bruce [email protected]/bmccjLinkedin.com/in/bmccj
C Programmer, MBA
Entrepreneur
Developer Evangelist
Consultant
Automotive, StartUps, App Stores Mobile OEMs, Mobile Payments,
BMcCJ, LLC – Your Developer Relations Team™
Your Developer Relations Team™ - Three Consultants (so far) - Automotive, Digital Health & Wearables
The Future of Developer Programs
The more new inventions we have, the more developers we will need to program them. We will have developer programs, encouraging developers to build to these new technologies for the next 100 years.
- Bruce Jones
ROI
What is it?
A Reminder…ROIReturn On Investment
Your Boss/Com
pany…
You
Program
Developer Program ROI?
?
Developer Program ROI?
Your Developer Program ROI or
Why?
?
15
Is it Change or Die?
Losers OEM “Walled Gardens” Few Select Partner Developers Limited Consumer Experience Slow to respond to consumers
Winners Open Developer Ecosystems Access to consumers Hundreds of Thousands of Developers Rich Platforms, Data, Experiences Nmarket response to consumers
Measurments
More than “integrations”
More than “apps built”
More than “API keys issued”
Consider the 3 Cs & 4 Ps
4 PsProduct
Price
Cost of Developement
Place
Online
In the field
Promotion
Discounts
T Shirts
Benefits
Co Promotion
3 Cs
Company
Competition
CustomersDevelopers
End Consumer
Company Developer Perceptions?
Are we perceived to be cool?
Are we trustworthy?
Where will our APIs be in the future?
Should developers invest their time with us?
Consider Market Research
People / Team Roles
Developer Marketing
Developer Advocate
Technical Evangelist
Developer Evangelist
Field Event Planner
Online Communications (CRM & Social Media)
Engineering Support
Marketing
Public Relations
Legal
Executive Support
CompetitionWhat are the other APIs in your space?
What are the alternatives to implementation?
CustomersBuyers = Decision Makers = Business Leaders
Consumers of the API = Developers = Influencers
Consumers of the final product
Influencers
Independent App Developers
Everyone Publishes java/html
Walled Garden - CVC
Professional
Tinkerer / Academic
Let’s Get Some Developers
Some dudes in a garage, with spare time
Crowd Sourcing vs. Developer
Sourcing*
vs.
*© 2013 Bruce Jones
Inside Developer Heads
Who Are They?
What do they believe now?
What do they do today?
Which ones can we influence?
What do we want them to Believe?
What do we want them to do?
ACTION
Research
DRMDeveloper Relationship Management*
*© 2013 Bruce Jones
Product: Education, API, Platform
Price & Commitment
The Cost of Development
1 man month, $12,500
A Car
A Commitment
Place: Developers are Global
PlacePortal: http://developer.company.com/
Social: @CompanyDev (Twitter, G+, blogs)
Fields EventsGroups, MeetUps, Conferences, Parties
VCs, Incubators, Exubators, Accelerators, Vertical Accelerators, HackerSpaces, Peer Evangelists
CRM / eMail Followup Campaigns
Promotion: Field / Booth / Prizes
PromotionEducation / InformationHacks / WorkshopsDiscounts / Free APIsSwag, T Shirts, DevicesPrizesBenefitsCo PromotionCVC Dollars
Measuring Success
Funnel
DRM System
Business Card
ListEvent
Pres0s
FunnelMetrics
DRM System
Business Card
ListEvent How Many?
Total Audience?
How many?Time to first…
Automate and feed into…
Pres0s
Growth over time,Quality, Segmentation,Usefulness
PipelineAware
Consider&
Trust
Trial
Usage
Commitment
PipelineAware
Consider&
Trust
Trial
Usage
Commitment
Market Research
Website Traffic
Time to Hello World
POC App Built or Integration
Publish
Benchmark
Example: Cost per App Built:
Our Cost: $nnn
Competitor’s Cost: $nn,nnn
Benchmark
Examples: AwarenessAttitudeTime to TrialNumber of API Keys issuedNumber of Apps Built using APIMarketing Cost per App Built
Closing
A new perspective
Be able to demonstrate ROI
To dance well when you can not
Bruce [email protected]/bmccjLinkedin.com/in/bmccj
BMcCJ, LLCYour Developer Relations Team™bmccj.com
