Power Your Business & Your App with APIs and Marketplaces

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B2B App Marketplaces present a terrific opportunity for app developers to distribute their software (typically SaaS) to well-qualified users who are ready to try and buy. This presentation will teach you how to pick the best APIs and marketplaces for your app.

Technologie Business

Power Your Business &
Your App with APIs and
Marketplaces
Cooper Marcus
Business Development - Platform, New Relic
Formerly: Co-founder, Wishery
cooper@newrelic.com
@coopermarcus

What was Wishery?
• Wishery = Gmail Gadget for CRM
• 5 business app integrations
• #1-ranked or Featured in 5 B2B app marketplaces
• 100+ companies sign-up weekly
• 20%+ upgrade to paid

Orientation
• Less:

• Consumer
• Mobile
• Downloaded

• Distinctions are

disappearing - eg.
Win8 App Store

• More:

• B2B
• Web apps
• SaaS

Terminology
• Publisher = produces an app THAT HAS an API
and marketplace

• Developer = produces an app LISTED ON a
marketplace

Why?
• Discovery - Be where buyers are shopping
• SEO
• Enhanced conversions to paid
• Co-marketing with marketplace hosts
• Free $ (depending on marketplace)
• The future is now

1.5x to 5x conversion to paid
(compared to non-Google Apps
Marketplace installs)

http://googleappsdeveloper.blogspot.com/2011/09/ﬁnding-success-on-google-apps.html
http://www.google.com/events/io/2011/sessions.html

How?
1. Scan

7. Launch

2. Deep Dive

8. Reviews and Ranking

3. Engage

9. Invest

4. Prioritize

10. Proﬁt!

5. Build

11. More Proﬁt! (aka Learn
- and Repeat)

6. Test and Tune

1. Scan
• Build list of all applicable marketplaces
• See resources link at end

• Seek:

• Minimum initial effort
• Audience appeal
• Addressable market size

2. Deep Dive
• Publisher customer perspective
• Marketplace accessible?
• Promoted by publisher?

• Developer perspective

• Marketing support?
• Developer support?
• API capabilities and quality?
• Terms and conditions

3. Engage
• Contact Publisher
• Seek Publisher feedback on app and/or integration
plans

• Publisher’s Product Manager may have valuable insights

• Solicit commitments
• Co-marketing
• Free $?

4. Prioritize
• Rank Publishers - and re-rank
• Start at the top
• Parallel tracks?

5. Build
• Minimum Viable Product (that isn’t lame)
• New to APIs and integrations?
• First time is tougher
• OAuth and SSO

• Runscope.com
• Runnable.com

6. Test and Tune
• Closed or Open beta?
• “Reset button” for new user experience testing
• Minimize publisher effort to support you (for now)

7. Launch
• (First: pass Publisher review)
• Quietly
• Provide incredible support
• Communicate personally with all new signups
• Fix issues quickly
• #1 most critical step - maximize your focus
• Bad launch = bad reviews = unhappy Publisher

8. Reviews and Ranking
• Ask for great reviews - Apptentive at 2:15pm!
• Ask for no bad reviews
• Measure and monitor - ChangeDetection.com
• Most marketplaces have no analytics

• Experiment to improve ranking

• Reviews
• Installs (maybe net installs)
• AMO (App Marketplace Optimization)

9. Invest
• Spend social capital to get “featured”
• Spend $ to get promoted
• Advertise
• Content Marketing: Blog posts, videos, case studies
• Co-market and promote with Publisher
• Outsource production?

• More features?

• Careful! Feature work may be easy, but non-productive

11. More Proﬁt!
• Do it all again

• Faster, smarter, better next time

Resources
• https://docs.google.com/spreadsheet/ccc?

key=0As25v1LSfTQodDNCamd6UjJralJtMDR1eVF
PSU1YYWc#gid=3
• cooper@newrelic.com
• @coopermarcus
• http://meetme.so/cooper

• Share what you learn - let’s get better together

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