This document summarizes how startups can use AWS to rapidly develop and scale their applications. It provides examples of companies like Instagram and WhatsApp that leveraged AWS to grow extremely quickly. It outlines how AWS offers global infrastructure, services, tools and libraries that allow startups to focus on their product instead of undifferentiated heavy lifting. Startups can experiment more and reduce costs by paying for only what they use on AWS. This document recommends strategies like reserved instances, spot instances and CloudFront to optimize costs as startups scale.

1. Startups on AWS:
Running Lean & Scaling Fast
Martin Yan
AWS Greater China

2. Which company…
…grew to 14 million users in just over a year
…reached 150 million photos & terabytes of data
…signed up 10 million users in 12 hours after launching an Android app
…with only 3 engineers?

4. HOW?

6. =
“Cloud is like a fertilizer that creates
Startups”
Eric Ries, author of NY Times
bestseller “The Lean Startup”

7. These Asia startups … are getting the same… as these companies:
DURABILITY
SECURITY
SCALABILITY
AFFORDABILITY
RELIABILITY

8. These Asia startups benefit from AWS… just like these companies:
E-COMMERCE
CONSUMER APPS
GAMING
MEDIA
ENTERPRISE / SaaS

9. And all these startups…
…”are standing on the shoulders of giants”

10. On a global footprint
Region
US-WEST (Oregon) EU-WEST (Ireland)
GOV CLOUD ASIA PAC
(Tokyo)
US-EAST (Virginia)
US-WEST (N. California)
ASIA PAC
(Singapore)
SOUTH AMERICA (Sao
Paulo)
ASIA PAC
(Sydney)

11. On a global footprint
Availability Zone (AZ)

12. On a global footprint
Edge Locations
London(2)
Seattle South Bend New York (2) Amsterdam
Newark Dublin Stockholm
Palo Alto
Tokyo
San Jose
Frankfurt(2)
Paris(2)
Ashburn(2) Milan
Osaka
Los Angeles (2) Jacksonville
Dallas(2) Hong Kong
St.Louis
Miami Singapore(2)
Sydney
Sao Paulo

13. idea demo scale profitability
01 02 03 04
How do I How do I How do I run
develop fast deal with lean and
and get to unpredictable continue to grow
market faster? demand & scale my revenue?
up easily?

14. Experiment More & Develop Faster
Launch your infrastructure in a few clicks so you can Reduce
Time to Market
Pay only what for you use, with no commitment and lock in, so you
can Experiment More at Lower Costs
Leverage SDK’s, libraries, deployment tools and more to achieve
Shorter Development Cycles

15. Code, Libs, SDK’s, Architectures
aws.amazon.com/code aws.amazon.com/architecture

16. Full Elasticity for Maximum Scalability
Scale to 1000s of servers in minutes
Fully automate the process of scaling up & down
Add billions of objects with Amazon S3
Globally distribute petabytes of data
Select any level of desired throughput

17. 2GB free
millions of
users

19. Go global in minutes to reach a global audience
Fast & Easy customer acquisition leveraging AWS content distribution
Application

20. "With our social game growing from 1 million to 3
million in 3 months, we can spin out more than 300
servers quickly, only managed by ONE engineer.”
Yitao Guan, CTO

21. You begin your Startup in a garage…

22. …and build a fantastic app

23. people love it!

24. and everyone wants to use it…
Now what?!

25. Reduce Costs & Grow revenue
Consider reserved capacity purchase options : Reserved
Instance (EC2/RDS/Elasticache), Spot instance, Cloudfront
Reserved Capacity
Leveraging our large scale, we have reduced our prices 30+
times in the last years, leading to Low Costs
AWS removes undifferentiated heavy lifting – allowing you to focus
70:30
on your business and Generate Revenue

26. Economies of Scale
Lower variable expense than companies can achieve themselves
Reduced More
Prices Customers
Lower More AWS
Costs Usage
Economie More Infra-
s of Scale structure

27. Cost Optimization using different purchase models
Free Tier On-Demand Reserved Spot Dedicated
Get Started on AWS Pay for compute Make a low, one-time Bid for unused capacity, Launch instances within
with free usage & no capacity by the hour payment and receive a charged at a Spot Price Amazon VPC that run
commitment with no long-term significant discount on which fluctuates based on hardware dedicated
commitments the hourly charge on supply and demand to a single customer
For POCs and For spiky workloads, For committed For time-insensitive or For highly sensitive or
getting started or to define needs utilization transient workloads compliance related
workloads

28. 18m users
410TB data
12 staff

29. • Most traffic happens in the
$52 / hr day afternoons and evenings, so
they reduce the number of
instances at night by 40%.
• At peak traffic $52 an hour is
spent on EC2 and at night,
$15 / hr day during off peak, the spend is
as little as $15 an hour. The
difference is an amazing 71%

30. To close off……
Not undifferentiated heavy IT lifting
We take care of… …so you don’t have to…
Data centers Buy and install new hardware
Power Set up and configure new
Focus on YOUR Cooling software
business and idea Cabling Build new data centers
Networking
Racks
Servers
Storage
Labour

32. PROMPT> ec2-run-instances ami-b232d0db -k gsg-keypair --
client-token 550e8400-e29b-41d4-a716-446655440000

33. Thank you!

34. http://aws.amazon.com/apac/awsday/taipei-zh

35. http://bit.ly/echelontw2013
Martin Yan
AWS Greater China
ymartin@amazon.com