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

1. Developer Program
ROI

2. The Workshop
A new perspective
Be able to demonstrate ROI
To dance well when you can not

3. Bruce Jones
@BMcCJ
slideshare.com/bmccj
Linkedin.com/in/bmccj
C Programmer, MBA
Entrepreneur
Developer Evangelist
Consultant
Automotive, StartUps, App Stores
Mobile OEMs, Mobile Payments,
BMcCJ, LLC – Your Developer Relations Team™

5. Your Developer Relations Team™
- Three Consultants (so far)
- Automotive, Digital Health & Wearables

7. 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

8. ROI
What is it?

9. A Reminder…ROI
Return On Investment

11. Your
Boss/Compa
ny…
You
Program

12. Developer Program
ROI?

13. Developer Program
ROI?

14. Your Developer
Program ROI or Why?

15. 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

16. Measurments
More than “integrations”
More than “apps built”
More than “API keys issued”

17. Consider the 3 Cs & 4 Ps

18. 4 Ps
Product
Price
Cost of Developement
Place
Online
In the field
Promotion
Discounts
T Shirts
Benefits
Co Promotion

19. 3 Cs
Company
Competition
Customers
Developers
End Consumer

20. 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

21. 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

22. Competition
What are the other APIs in your space?
What are the alternatives to implementation?

31. Customers
Buyers = Decision Makers = Business Leaders
Consumers of the API = Developers = Influencers
Consumers of the final product

32. Influencers
Independent App Developers
Everyone Publishes java/html
Walled Garden - CVC
Professional
Tinkerer / Academic

33. Let’s Get Some
Developers
Some dudes in a garage, with spare time

34. Crowd Sourcing vs.
Developer Sourcing*
*© 2013 Bruce Jones

35. 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

36. Research

37. DRM
Developer Relationship Management*
*© 2013 Bruce Jones

39. Product:
Education, API, Platform

40. Price & Commitment
The Cost of Development
1 man month, $12,500
A Car
A Commitment

41. Place: Developers are
Global

42. Place
Portal: http://developer.company.com/
Social: @CompanyDev (Twitter, G+, blogs)
Fields Events
Groups, MeetUps, Conferences, Parties
VCs, Incubators, Exubators, Accelerators, Vertical
Accelerators, HackerSpaces, Peer Evangelists
CRM / eMail Followup Campaigns

43. Promotion:
Field / Booth / Prizes

44. Promotion
Education / Information
Hacks / Workshops
Discounts / Free APIs
Swag, T Shirts, Devices
Prizes
Benefits
Co Promotion
CVC Dollars

45. Measuring Success

46. Funnel
DRM System
Business
Card
List
Event
Pres0s

47. Funnel
Metrics
DRM System
Business
Card
List
Event How Many?
Total Audience?
How many?
Time to first…
Automate and feed
into…
Pres0s
Growth over time,
Quality, Segmentation,
Usefulness

48. Pipeline
Awar
e
Consider
& Trust
Trial
Usage
Commitment

49. Pipeline
Awar
e
Consider
& Trust
Trial
Usage
Commitment
Market Research
Website Traffic
Time to Hello World
POC App Built or Integration
Publish

50. Benchmark
Example: Cost per App Built:
Our Cost: $nnn
Competitor’s Cost: $nn,nnn

51. Benchmark
Examples:
Awareness
Attitude
Time to Trial
Number of API Keys issued
Number of Apps Built using API
Marketing Cost per App Built

52. Closing
A new perspective
Be able to demonstrate ROI
To dance well when you can not

53. uce Jones
@BMcCJ
slideshare.com/bmccj
Linkedin.com/in/bmccj
McCJ, LLC
our Developer Relations Team™
mccj.com