You will learn the Do's and Don'ts of how to launch your app on the Salesforce.com AppExchange. It covers the following topics: • How to register for ISV Partner program • Benefits of being ISV Partner • Your first app idea - You built it and packaged it, Now what ??? • How to launch your first app? FREE vs. PAID? • How to manage Patches, Teams, Testing, and new versions? • LMA (License Management Org) - Best Practices? • Resources

1. Presented at
Twin Cities Salesforce User Group (TCSFUG)
&
Twin Cities Salesforce Developer User Group (TCDUG)
Launching Your App on AppExchange
Knowing the Unknown
By
Kashif (Kashi) Ahmed
@KashifAhmed
Disclaimer: Words and Opinion are my own, based on my personal experience…

2. Safe harbor
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties
materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results
expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be
deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other
financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any
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The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
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releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization
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3. Little Bit About Me
Kashif (Kashi) Ahmed
Technologist and CRM Evangelist
Co-Leader of Twin Cities Salesforce Developer User Group
Thomson Reuters, Lead CRM Analyst
Webider, LLC, Founder & Owner
@KashifAhmed
in/Kashi
KashifAhmed.com
Currently Salesforce ISV AppExchange Partner
Created an Open Source Mobile2Lead App
Launched two apps on AppExchange
When not working

4. Agenda
• What motivated me to launch an App? (MY STORY)
• Why should you launch an app?
• Roadmap to Launch Your First App
• ISV Partner Program
• Manage Billing and Checkout
• LMA (License Management Application)
• Understanding Partner Orgs and Managing them
• Demo
• Lesson Learned, Tips, and Best Practice
• Resources
• Q&A

5. Poll
Raise hand, if you have an
IDEA & want to launch an
App on AppExchange?

6. What motivated me to launch an App?
MY STORY

7. Mobile App Competition in 2013
•
Got interested when Salesforce Touch launched
•
Salesforce.com launched Mobile App competition in 2013
•
Built an app in 2 days and submitted in the competition
•
Created an Open Source Web to Mobile App
•
•
i.e. https://github.com/kashiahmed/Mobile-Lead-Form
Didn’t win the competition, but ...
What’s next?

8. What’s Next àApps on AppExchange
•
•
•
Excited about App Development and launching one of my own app on AE
Started learning about AppExchange program & Managed Packaged App Development
Signup for Salesforce ISV AppExchange Partner i.e. http://www.webidercrm.com
•
Developed app, went through security review process (Learning Curve)
•
Launched following two apps on AppExchange in 2013
My Favorites App
Travel Management App
Just ONE CLICK! Yes, this app allows you to
bookmark any page or task or URL. Access
important records & Reports in 1-Click
Travel requests and approvals just got easier and
more efficient via Workflow, Chatter, & Email.
Manage requesting travel to client site in SFDC.
http://bit.ly/sfdcmyfavorites
http://bit.ly/TravelManagementApp

9. Why do you want to launch an App?
You see a problem, you develop a solution, and want to
share it with the rest
Questions you might face:
• Unmanaged vs. Managed Packages?
• Open Source vs. FREE vs. PAID App
• Launch it as an App on Salesforce.com AppExchange?
• How to launch it? How to manage billing and customers?
• What is the cost involved in launching an app?

10. Roadmap to Launch Your First App
• Iron out your idea’s details
• ISV Programs: Register as App Provider / ISV partner
• Register for Checkout process & setup billing (only for Paid apps)
• Create partner Developer org and build your app
• Create partner Test orgs and Test – Test – Test
• Get Free CRM Business Org (LMO/APO)
•
Install LMA (License Management App) 2.0 – Need to create a case with partner portal to get it
•
Link your orgs together - LMO (License Management Org) / APO (AppExchange Publishing Org)
• Submit app for Security Review $$$
• Create an AppExchange listing and market
Image credit: Google Images - iheartmrktg.com

11. Idea’s Details
• Iron out the details of your App idea, as you would get a call from Salesforce rep
assigned to you to qualify you as a partner, once you apply
• Be ready to answer the following questions if you are subscribing as an ISV
Partner
• Provide your registered LLC or company info
• Description of your company’s business
• What type of app you are planning to develop?
• What's the time frame to develop the app?
• When you plan to launch the app
• What would be the cost and pricing structure or license structure?
• Is it a Free app? OR Paid
• Is it going to integrate to any other application outside salesforce.com
• What industry or vertical are you targeting
• What is your go to market strategy?

12. ISV Partner Program
•
Apply to become a Salesforce Partner: http://www.salesforce.com/partners/join/
•
ISVforce vs. Force.com Embedded vs. Checkout Partner (!!!)
•
•
ISVForce: 15% net revenue
•
•
Get dedicated team to support you during the process and onboarding
Checkout Partner: 15% net revenue
•
•
Complex & Large Apps, dedicated AE to support you with process and launch
Force.com Embedded (OEM): 25% net revenue
•
•
http://www.salesforce.com/partners/isv/program-models/
Same as ISV partner, but for small apps, self paced resources support
ISV Partner Benefits
All comes with 2 free CRM Enterprise Licenses (Business Org)

13. ISV Partner Program: Benefits
•
Dedicated Partner Portal: http://p.force.com
•
3 user license to partner portal
•
Basic Partner Support – Create Cases for support
•
AppExchange Partner Program (APP) - ISV Lifecycle Academy
•
Partner Content and Help
•
Two Free CRM Enterprise Licenses to manage your business
•
1 year free premium partner training subscription – certification preparation
•
Partner Edition Development and Test Environments
•
http://wiki.developerforce.com/page/Partner_Development_%26_Test_Environments
•
No limits on apps, tabs, objects (managed packages)
•
License Management Application (LMA)
•
ISV Office Hours support

14. Manage Billing and Check Out Process
•
Note: If your app is free, you can skip this step
•
Sign up for AppExchange Checkout, the feature that lets customers pay for your
applications directly on the AppExchange
•
•
Credit Card Easy, Automated Billing, LMA Synchronizations, multiple payment plans, trial, and coupons
Salesforce switched their billing system from Recurly to Stripe in October 2013
•
You do not need merchant account anymore with Stripe
•
You can have a choice to use your own payment gateway or use Stripe
•
Overview of Publishing your First App with AppExchange Checkout
•
•
http://p.force.com/checkoutsteps
Follow the steps defined in AppExchange Publishing Guide
•
https://appexchange.salesforce.com/resource/1382162400000/help/
index_Left.htm#CSHID=appexchange_publish.htm%7CStartTopic=Content%2Fappexchange_publish.htm
%7CSkinName=webhelp

15. All About Environments / Orgs
•
Partner Developer Org vs. Test Org vs. APO vs. LMO vs. LMA
•
Intro to Environments: http://wiki.developerforce.com/page/An_Introduction_to_Environments
•
Test Orgs Intro: http://wiki.developerforce.com/page/Partner_Development_%26_Test_Environments
• Don't get confused by different editions of test orgs. All of these Test orgs are meant for
developing, testing, demos only
• Each one of them comes with 20 Salesforce licenses for your team
• Business CRM ORG i.e. APO / LMO
• You need to link this org on AppExchange as AppExchange Publishing Org (APO) to manage licenses
and manage security reviews
• Use temporary DEV org as APO, once you get your business org, then switch to LMO
• For those partners who do not use Salesforce.com currently to manager their business, Salesforce gives
two free licenses (usually $125/user/month) to manage the business and app licenses
• Make sure to install License Management App (LMA) in this org, that makes it LMO (License
Management Org)

16. Tips for App Development
•
ISVForce Guide – is your FRIEND – read and follow the steps
•
http://www.salesforce.com/us/developer/docs/packagingGuide/index.htm
•
To get Partner DE org, login to Partner Portal, choose ‘Create a Test Org’, select ‘Partner
Developer Edition’ (it is a super-sized DE org)
•
Create separate partner DE ORG for each app
•
Link all your DEV orgs to your APO publishing org on AppExchange
•
Get your app prepped for Security Review — put it through the Checkmarx Security
Scanner (for native apps), and all of the other security guidelines available over at
http://security.force.com or sign up for BURP Tool, if you have external integrations
•
Save the reports, as you would need to submit them for security review
•
Get “Push Upgrades” enable in your partner DE org by creating a case in partner portal
•
DO NOT install LMA in your Partner DEV Org or Free Personal DEOrg

17. Managed vs. Unmanaged vs. Extension

18. Tips for App Testing
•
You need one dedicated TEST org per App (Managed Package) for testing
•
This is the org where your application will be tested by security team
•
You need to install the only one managed package and setup / configure it with all use cases and users
etc. for security review team to perform the testing
•
To get Test org, login to Partner Portal, choose ‘Create a Test Org’, select appropriate
org type. You then can use this org for security review as well
•
Use partner Enterprise Edition or DE org to provide access to Salesforce for testing
•
Use your private AE package URL to install your app into a test org
•
Create a TEST org environment for each edition you plan to support
•
Fully test your app with different types of users who you envision to use your app
•
Make sure you have enable grant access to Salesforce support in your Test org
•
Provide all the users accounts and passwords and testing use cases to the security team
for testing

19. Security Review Process
•
As of 9/1/13 – Security Review fee = $2700 (used to be $300) - only for PAID apps
•
Annual renewal $150 / year
•
Develop and fully Test your app – Test coverage should me more than 70%
•
Submit for security review: 7 Step wizard like process – could take 4 to 6 weeks
•
As long the package it same you only pay once, though it asks for payment information
every time you submit for review
•
You can create multiple version and have them review the specific version of the managed
package for security review
•
Once you passed security review, you can list your app on AppExchange by creating
listing using APO and manage your licenses and trial offering
•
Automated Scans: http://security.force.com
•
Manual Testing
•
Learn more about Security Review: http://wiki.developerforce.com/page/Security

20. LMA (License Management Application)
• LMA is free on AppExchange, you need to log a case at Partner portal to have access
• Install LMA in your primary business org edition where you are doing your sales and
marketing with Salesforce i.e. Your CRM / LMO / APO org
• DO NOT install LMA in your Developer org where you are building the application
• Once install - LMA can’t be moved with existing licenses
• Make sure to register any new version of your app with LMO
• LMA Online Course
• https://salesforce.adobeconnect.com/_a13852757/lma2
• YouTube Webinar: Unleash the Power of the License Management Application
• http://www.youtube.com/watch?v=NHXNRHFNrXA
• LMA Overview Help
• http://www.salesforce.com/docs/en/lma/Content/lma_overview.htm

21. AppExchange Listing and Marketing
• Provide at least 30 days trial
• Have good logo, tile, banner graphics and app screen shots
• Have a Demo video
• Offer trials or test drives
• Have a complete AppExchange listing
• Provide contact information and post install documentation
• Watch Quick Video on “How to Build a Killer Listing”
• http://youtu.be/4PjqY_KrrpY

22. AppExchange Listing and Marketing
Logo icon 60x60
Banner Image
1200x300
Listing Logo / Image – 240 x 65
Tile Image 280x205 – Need one HQ Transparent too
Watch Quick Video on “How to Build a Killer Listing”
http://youtu.be/4PjqY_KrrpY

23. Demo
Watch Webinar Recording at https://cc.readytalk.com/play?id=8c09an

24. Lesson Learned, Best Practices and Tips
• Use Force.com security code scanner to test your code and fix the bugs
before you submit for security review http://security.force.com
• Start with launching a FREE App & experience the product development life
cycle. Start with Salesforce.com Lab apps and build upon them
• Don’t shy to create case with partner portal support
• Apps Development is a journey not a destination
• You think you are done once you launch your app → WRONG → this is just
the start of your journey
• If PAID app, the hardest part is not development, nor even launching the app,
it is selling it to the enterprises and going through the Sales Cycle
• Last but not least, it is the BEST way to learn CRM & Salesforce.com

25. Resources
•
ISVForce Guide & Workbook
•
•
•
Guide: http://www.salesforce.com/us/developer/docs/packagingGuide/index.htm
Workbook: http://www.salesforce.com/us/developer/docs/workbook_isv/
Security Cheat Sheet
•
https://na1.salesforce.com/help/doc/en/salesforce_security_developer_cheatsheet.pdf
•
FREE Salesforce1 Development Course: http://bddy.me/1gNtcld
•
Dreamforce 2013 videos on YouTube
•
•
New Free App to manage your ideas and app development
•
•
http://www.youtube.com/user/dreamforce/videos
https://appexchange.salesforce.com/listingDetail?listingId=a0N3000000B4Z1XEAV
Blog Posts:
•
Kashi’s Blog: http://www.kashifahmed.com
•
Tips to Make App Development a Breeze http://disq.us/8gjlq4
•
Understanding the AppExchange publishing process, environments, and app lifecycle http://wp.me/p1KhYi-2l
•
Publish Your First App with AppExchange Checkout - developer.force.com http://buff.ly/1gQnrTP
•
Webinar: http://wiki.developerforce.com/page/Webinar:_AppExchange_for_Developers_(2012-Dec)

26. Visit my Blog to learn more about App Development & Salesforce
http://www.kashifahmed.com
Kashif (Kashi) Ahmed
Technologist and CRM Evangelist
Webider, LLC, Founder & Owner
http://www.webider.com
@KashifAhmed
in/Kashi
KashifAhmed.com
http://bit.ly/TravelManagementApp
http://bit.ly/sfdcmyfavorites