Lessons and strategy from DocuSign's creation of developer community.

1. Creating a Compelling Developer Story for Your Cloud-Based API Mike Borozdin DocuSign, Inc. – the Cloud Based eSignature Company

3. 50% is through API = our API processes more transaction than the rest of the market combined

5. Start with a Compelling Product DocuSign Story Industry Precedent Step 1:Create a compelling product _______ If you don’t build a great product – you will have a tough time with the rest of the steps. In fact, some of them might be detrimental. Recent History: the iPhone and the iPhone SDK June 29th, 2007 – the phone is released March 6th, 2008 – after the product has proven to be a success, Steve Jobs has released the SDK “We wanted to make it as painless as possible. This is where we felt DocuSign was best for the person doing the signing. The best part is documents could be signed in literally minutes versus months.” Mike Machado CRM Manager, Yamaha Commercial Audio “Using DocuSign has saved Dow AgroSciences considerable administrative time, energy and resources. Our seed retailers no longer have to wait on a cumbersome paper process to obtain a license number for their growers and invoice the seed and traits. And, our growers can execute their agreements quickly and securely.” Doug Hoberty OneSource Manager, Dow AgroSciences

7. DocuSign created a Professional Services department to help people with the API

9. Tools and Documentation Tools Code Samples in C#, Java, PHP, Ruby, Python Code snippets for copy and paste Diagnostic tools or guidelines (web service tracing, log4j instructions, ruby request/response dump) Documentation Both PDF and Online Searchable Need to be up to date Bad documentation turns people off and you won’t be able to complete step #7

10. Tools and Documentation www.DocuSign.com/DevCenter

11. Personnel 1 part – software engineer 1 part – customer service rep 1 part – marketing manager Look for: Social engineers Ex-consultants Not so good results with: People who never had hands-on code experience Anti-social people

12. Join Communities General Rules Go where your developers are Understand different culture .NET communities vs. Python communities Give to the community before you ask for anything DocuSign Example Salesforce Cookbook

13. Create Your Own Community Create a forum Recognize top posters Resolve un-answered questions Encourage people that e-mail you to use the forum and share knowledge community.docusign.com

14. Create Your Own Community Create a MarketPlace or an App Gallery Help your developers Help your customers Help your sales people www.DocuSign.com/MarketPlace

15. Three Different Types of Developers IT Developer – they are your direct customer System Integrator – they sell expertise and labor ISV – they have a piece of software that they want to connect to your API Different goals Different appetite for paying for services Different methods of getting ROI

16. Bring the Community Together

17. Questions? @mikebz @docusignAPI