Twilio - Business of APIs & Doers - GlueCon 2011
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This document discusses business strategies for application programming interfaces (APIs). It notes that enterprises are not the primary customers for APIs and that the focus should be on attracting and enabling "DOers", or developers and operations teams, instead. It outlines strategies like providing self-service documentation and pricing information to help DOers experiment and innovate independently, while still offering full sales support for larger enterprise deals. The goal is to attract DOers by getting out of their way and enabling experimentation through easy access to API tools and resources.
Twilio - Business of APIs & Doers - GlueCon 2011
- 1. Business of APIs twilio GlueCon Je Lawson www.twilio.com May 16, 2011 je @twilio.com @twilio @je el
- 4. Progress!
- 7. Talking to skeptical DOers
- 8. The Enterprise *Is Not Your Customer
- 9. @jazzychad
- 10. Mating Calls
- 12. Self Service
- 13. Documentation
- 14. Pricing
- 16. Get Out of the Way of Experimentation & Innovation
- 17. Seem Obvious ?
- 21. * Je ’s Rule of Enterprise Software “The number of people capable of buying the product is inversely proportional to the intensity of the awkward multicultural people in the photos.”
- 22. * Je ’s Rule of Enterprise Software
- 23. Withhold information from “Enterprises” Give information to DOers
- 24. No shananigans.
- 25. the DOer funnel or “Mommy, where do customers come from?”
- 26. marketing adoption funnel } website visitor self service SIGNUP PAY! PRIVILEGED & CONFIDENTIAL
- 28. Don’t You Just LOVE that SDK? Does it come in Ruby?
- 30. Enterprise DOers
- 32. marketing adoption funnel } website visitor self service SIGNUP PAY! Full Service Sales Team! PRIVILEGED & CONFIDENTIAL
- 34. Attract DOers Get OUT OF THEIR WAY Don’t forget FULL SERVICE
- 35. twilio www.twilio.com @twilio Je Lawson je @twilio.com @je el