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.
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Power Your Business & Your App with APIs and Marketplaces
- 1. Power Your Business & Your App with APIs and Marketplaces Cooper Marcus Business Development - Platform, New Relic Formerly: Co-founder, Wishery cooper@newrelic.com @coopermarcus
- 3. 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
- 4. Orientation • Less: • Consumer • Mobile • Downloaded • Distinctions are disappearing - eg. Win8 App Store • More: • B2B • Web apps • SaaS
- 5. Terminology • Publisher = produces an app THAT HAS an API and marketplace • Developer = produces an app LISTED ON a marketplace
- 10. 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
- 13. 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
- 15. 1 tweet = 10x traffic to Wishery website
- 20. 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
- 21. 1. Scan • Build list of all applicable marketplaces • See resources link at end • Seek: • Minimum initial effort • Audience appeal • Addressable market size
- 22. 2. Deep Dive • Publisher customer perspective • Marketplace accessible? • Promoted by publisher? • Developer perspective • Marketing support? • Developer support? • API capabilities and quality? • Terms and conditions
- 27. 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 $?
- 28. 4. Prioritize • Rank Publishers - and re-rank • Start at the top • Parallel tracks?
- 29. 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
- 30. 6. Test and Tune • Closed or Open beta? • “Reset button” for new user experience testing • Minimize publisher effort to support you (for now)
- 31. 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
- 32. 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)
- 40. 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
- 41. 10. Profit!
- 42. 11. More Profit! • Do it all again • Faster, smarter, better next time
- 43. 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