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How Cloud is
changing the VC &
  Startup space

 Joe Ziegler & Pieter Kemps, Amazon Web Services
“Cloud is like a fertilizer that creates
              Startups”

           Eric Ries, author of NY Times
           bestseller “The Lean Startup”
You begin your Startup in a garage…
…and build a fantastic app
people love it!
and everyone wants to use it…




                      Now what?!
Which company…

…grew to 14 million users in just over a year
…reached 150 million photos & terabytes of data

…signed up 10 million users in 12 hours after launching an Android app




               …with only 3 engineers?
AWS Presentation at the 2012 TechSparks Finale
HOW?
AWS Presentation at the 2012 TechSparks Finale
Impact of Cloud on Venture Capital
   Impact of Cloud on Startups
     Netscape vs Instagram
“Amazon changed the VC industry. This is
mind boggling. That little online book
company. Not Google. Not Microsoft. Not
IBM, HP, Accenture, Cisco, Salesforce.com or
anybody else. Amazon. 100% of the credit.”

                         Mark Suster, serial entrepreneur
                         and MD at GRP Partners
1995 & Before
                                      Technology Startups require physical hardware and
                                          proprietary software to build their business

          Typical Series A                                                                                                                                       Spent on…                                                                                                                                 Innovation

                                                                                                                                      • $2.5: marketing,                                                                                                                      • Not a lot, because
                                                                                                                                        sales, etc.
                     5-10M                                                                                                            • $2.5M on
                                                                                                                                                                                                                                                                                experimentation is
                                                                                                                                                                                                                                                                                costly
                                                                                                                                        infrastructure


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  2010	
  	
  	
  	
  	
  2011	
  
2000: Rise of Open Source
           Open source software drove technology costs down by 90%,
                    which spurred innovation in technology

          Typical Series A                                                                                                                                       Spent on…                                                                                                                                 Innovation
                                                                                                                                   • Less on technology                                                                                                                       • A lot more, as
                             3-5M                                                                                                  • More on team, product
                                                                                                                                     development, etc
                                                                                                                                                                                                                                                                                experimentation is
                                                                                                                                                                                                                                                                                now less costly



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  2011	
  
2005: Enter the Cloud
                                            Public Cloud led by Amazon drove total operating
                                                           costs down by 90%

          Typical Series A                                                                                                                                       Spent on…                                                                                                                                 Innovation

                       500K-
                                                                                                                                   • Staff – the battle for                                                                                                                   • Explosion in
                                                                                                                                     talent                                                                                                                                     experimentation,
                                                                                                                                                                                                                                                                                innovation, and
                        3M                                                                                                         • Customer Acquisition
                                                                                                                                                                                                                                                                                Startups



1995	
  	
  	
  	
  	
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  2010	
  	
  	
  	
  	
  2011	
  
2007: Micro VC / Seed
                            Public Cloud led to explosion in the number of Startups
                                       and the emerging of “micro VCs”

                                       Angels                                                                                                                      Incubators                                                                                                                                               VC’s
     Angels unite in ‘Super                                                                                                                  Boom in incubator                                                                                                                           GP-LP structured
       Angels’ for Seed                                                                                                                     programs, with micro                                                                                                                       funds to back early-
     investments thru VC-                                                                                                                       investments,                                                                                                                            stage startups with
           like setup                                                                                                                          mentoring, etc.                                                                                                                                $500k
    E.g. Manu Kumar (K9), Ram Shriram                                                                                                        E.g. TechStars, YC, The Morpheus,                                                                                                             E.g. True Ventures, First Round
                (Sherpalo)                                                                                                                      Startmate, Innovation Works                                                                                                                 Capital, Matrix Partners India



1995	
  	
  	
  	
  	
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  2009	
  	
  	
  	
  	
  2010	
  	
  	
  	
  	
  2011	
  
“Amazon has kind of transformed our ability
to not just do hundreds or thousands, but
hundred thousands of startups.”



                         Steve Blank, author of “The Four
                         Steps to Epiphany”
Impact of Cloud on Startups
idea                     demo                 scale              monetize
01                       02                    03                    04




       Experiment More          Elasticity            Reduce Costs
              &                     &                      &
        Develop Faster          Scalability           Grow Revenue
Experiment More & Develop Faster


Launch your infrastructure in a few clicks so you can Reduce
Time to Market

Pay only what for you use, with no commitment and lock in, so you
can Experiment More at Lower Costs


Leverage community support, SDK’s, libraries, and more to
achieve Shorter Development Cycles
AWS Presentation at the 2012 TechSparks Finale
Full	
  Elas.city	
  for	
  Maximum	
  Scalability	
  


    Scale up to 1000s of servers in minutes

Fully automate the process of scaling up & down

            Store billions of objects

      Globally distribute petabytes of data
AWS Presentation at the 2012 TechSparks Finale
Reduce	
  Costs	
  &	
  Grow	
  revenue	
  


            Pay only what for you use, with no commitment and lock in, so
            No Up-Front Capital Expense


            Leveraging our large scale, we have reduced our prices 19 times
            in the last years, leading to Low Costs


            AWS removes undifferentiated heavy lifting – allowing you to focus
70:30	
     on your business and Generate Revenue
Economic impact of Elastic Cloud

Infrastructure
Cost $


                                               Unable to serve
                                                 customers

                                                       Predicted
                                                       Demand
                                                       Traditional
                        Opportunity Cost –             Hardware
                        Capital locked up in           Actual
                          idle resources               Demand
                                                       Elasticity &
                                                       Autoscaling


                                                    Time
Old Startup World
        vs
       New
Old World



New World
•  Pay for what you use = saving money
•  Most traffic happens in the afternoons
   and evenings, so they reduce the
   number of instances at night by 40%.
•  At peak traffic $52 an hour is spent
   on EC2 and at night, during off peak,
   the spend is as little as $15 an hour.
   The difference is an amazing 71%
AWS Presentation at the 2012 TechSparks Finale
The Start – Development, Innovation, Iteration



 •  Manually Install Software on each      •  Deploy Globally with a Click
                  server                       •  Scale Out Instantly
     •  Costly and Lengthy to Fail
         •  Not Invented Here




                           •  Build Data Centres
                             •  Scale out Slowly
And then…scaling up and scaling out



•  Build Data Centres              •  Deploy Globally with a Click
  •  Scale out Slowly                  •  Scale Out Instantly




                    •  Unlimited Storage
Result



 Valuation of 1 Billion Dollars at IPO       Currently valuated at 1.5 Billion
Staff of 250 People with peak at 2300          during last funding round
                                                        Staff of 31




                    In July 2011 valuated at 1 Billion with
                               130 Employees
Your Applications
Management &     Web Interface                   Identity and Access                            Deployment & Automation               Monitoring
Administration

                   Console                     IAM        Federation Billing                    Beanstalk CloudFormation              CloudWatch


                    CDN                    Messaging                        Search          Distributed Computing          Libraries and SDKs
Application
 Platform
                 CloudFront        SES         SNS           SQS        CloudSearch           EMR      SWF


                    Compute                Storage                             Networking                                  Database

 Foundation

                      EC2                EBS         S3               ELB      Route 53      VPC               RDS   Dynamo ElastiCache SimpleDB




                                                                   Availability
                                 Regions                             Zones                          Edge Locations


                                         AWS Global Infrastructure
Your Applications
Management &     Web Interface                   Identity and Access                            Deployment & Automation               Monitoring
Administration

                   Console                     IAM        Federation Billing                    Beanstalk CloudFormation              CloudWatch


                    CDN                    Messaging                        Search          Distributed Computing          Libraries and SDKs
Application
 Platform
                 CloudFront        SES         SNS           SQS        CloudSearch           EMR      SWF


                    Compute                Storage                             Networking                                  Database

 Foundation

                      EC2                EBS         S3               ELB      Route 53      VPC               RDS   Dynamo ElastiCache SimpleDB




                                                                   Availability
                                 Regions                             Zones                          Edge Locations


                                         AWS Global Infrastructure
Your Applications
Management &     Web Interface                   Identity and Access                            Deployment & Automation               Monitoring
Administration

                   Console                     IAM        Federation Billing                    Beanstalk CloudFormation              CloudWatch


                    CDN                    Messaging                        Search          Distributed Computing          Libraries and SDKs
Application
 Platform
                 CloudFront        SES         SNS           SQS        CloudSearch           EMR      SWF


                    Compute                Storage                             Networking                                  Database

 Foundation

                      EC2                EBS         S3               ELB      Route 53      VPC               RDS   Dynamo ElastiCache SimpleDB




                                                                   Availability
                                 Regions                             Zones                          Edge Locations


                                         AWS Global Infrastructure
Your Applications
Management &     Web Interface                   Identity and Access                            Deployment & Automation               Monitoring
Administration

                   Console                     IAM        Federation Billing                    Beanstalk CloudFormation              CloudWatch


                    CDN                    Messaging                        Search          Distributed Computing          Libraries and SDKs
Application
 Platform
                 CloudFront        SES         SNS           SQS        CloudSearch           EMR      SWF


                    Compute                Storage                             Networking                                  Database

 Foundation

                      EC2                EBS         S3               ELB      Route 53      VPC               RDS   Dynamo ElastiCache SimpleDB




                                                                   Availability
                                 Regions                             Zones                          Edge Locations


                                         AWS Global Infrastructure
Your Applications
Management &     Web Interface                   Identity and Access                            Deployment & Automation               Monitoring
Administration

                   Console                     IAM        Federation Billing                    Beanstalk CloudFormation              CloudWatch


                    CDN                    Messaging                        Search          Distributed Computing          Libraries and SDKs
Application
 Platform
                 CloudFront        SES         SNS           SQS        CloudSearch           EMR      SWF


                    Compute                Storage                             Networking                                  Database

 Foundation

                      EC2                EBS         S3               ELB      Route 53      VPC               RDS   Dynamo ElastiCache SimpleDB




                                                                   Availability
                                 Regions                             Zones                          Edge Locations


                                         AWS Global Infrastructure
Your Applications
Management &     Web Interface                   Identity and Access                            Deployment & Automation               Monitoring
Administration

                   Console                     IAM        Federation Billing                    Beanstalk CloudFormation              CloudWatch


                    CDN                    Messaging                        Search          Distributed Computing          Libraries and SDKs
Application
 Platform
                 CloudFront        SES         SNS           SQS        CloudSearch           EMR      SWF


                    Compute                Storage                             Networking                                  Database

 Foundation

                      EC2                EBS         S3               ELB      Route 53      VPC               RDS   Dynamo ElastiCache SimpleDB




                                                                   Availability
                                 Regions                             Zones                          Edge Locations


                                         AWS Global Infrastructure
Standing on the Shoulders of Giants
May 8, 2012
Breakout Tracks
Corporate Track                                                Start up & Developer Track
12:45 - 1:25      Planning the Migration to the Cloud          12:45 - 1:20    AWS Enabling the Startup Ecosystem
                  Santanu Dutt, Solutions Architect, AWS                       Pieter Kemps, Business Development Manager,
                                                                               AWS

1:25 - 2:05       CloudFront & Serving Media from the Edge     1:20 - 1:55     Agile Development on the Cloud
                  Kingsley Wood, Business Development                          Joe Ziegler, Technology Evangelist, AWS
                  Manager, AWS

2:05 - 2:40       Security and Privacy in the AWS Cloud        1:55 - 2:30     Partner Presentation by Intel: The Disruption
                  Miles Ward, Solutions Architect, AWS                         of Big Data
                  Trend Micro                                                  Mrittika Ganguli, Platform Software Architect, Intel


2:40 - 3:40       Amazon Database Services: DynamoDB: A        2:30- 3:05      Architecting your Killer App on AWS
                  seamlessly scalable NoSQL datastore &                        Joe Ziegler, Technology Evangelist, AWS
                  Relational Database Services Deep Dive
                  Sundar Raghavan, General Manager, Amazon
                  RDS, AWS                                     3:05 - 3:40     Developing for your Target Market: Social,
                                                                               Games & Mobile Apps
                                                                               Kingsley Wood, Business Development Manager,
                                                                               AWS
3:40 - 4:15       Benchmarking and Performance on AWS          3:40 - 4:15     Best Practices: Microsoft on AWS
                  Robert Barnes, Director, Benchmarking, AWS                   Miles Ward, Solutions Architect, AWS

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AWS Presentation at the 2012 TechSparks Finale

  • 1. How Cloud is changing the VC & Startup space Joe Ziegler & Pieter Kemps, Amazon Web Services
  • 2. “Cloud is like a fertilizer that creates Startups” Eric Ries, author of NY Times bestseller “The Lean Startup”
  • 3. You begin your Startup in a garage…
  • 4. …and build a fantastic app
  • 6. and everyone wants to use it… Now what?!
  • 7. Which company… …grew to 14 million users in just over a year …reached 150 million photos & terabytes of data …signed up 10 million users in 12 hours after launching an Android app …with only 3 engineers?
  • 11. Impact of Cloud on Venture Capital Impact of Cloud on Startups Netscape vs Instagram
  • 12. “Amazon changed the VC industry. This is mind boggling. That little online book company. Not Google. Not Microsoft. Not IBM, HP, Accenture, Cisco, Salesforce.com or anybody else. Amazon. 100% of the credit.” Mark Suster, serial entrepreneur and MD at GRP Partners
  • 13. 1995 & Before Technology Startups require physical hardware and proprietary software to build their business Typical Series A Spent on… Innovation • $2.5: marketing, • Not a lot, because sales, etc. 5-10M • $2.5M on experimentation is costly infrastructure 1995          1996          1997          1998          1999          2000          2001          2002          2003          2004          2005          2006          2007          2008          2009          2010          2011  
  • 14. 2000: Rise of Open Source Open source software drove technology costs down by 90%, which spurred innovation in technology Typical Series A Spent on… Innovation • Less on technology • A lot more, as 3-5M • More on team, product development, etc experimentation is now less costly 1995          1996          1997          1998          1999          2000          2001          2002          2003          2004          2005          2006          2007          2008          2009          2010          2011  
  • 15. 2005: Enter the Cloud Public Cloud led by Amazon drove total operating costs down by 90% Typical Series A Spent on… Innovation 500K- • Staff – the battle for • Explosion in talent experimentation, innovation, and 3M • Customer Acquisition Startups 1995          1996          1997          1998          1999          2000          2001          2002          2003          2004          2005          2006          2007          2008          2009          2010          2011  
  • 16. 2007: Micro VC / Seed Public Cloud led to explosion in the number of Startups and the emerging of “micro VCs” Angels Incubators VC’s Angels unite in ‘Super Boom in incubator GP-LP structured Angels’ for Seed programs, with micro funds to back early- investments thru VC- investments, stage startups with like setup mentoring, etc. $500k E.g. Manu Kumar (K9), Ram Shriram E.g. TechStars, YC, The Morpheus, E.g. True Ventures, First Round (Sherpalo) Startmate, Innovation Works Capital, Matrix Partners India 1995          1996          1997          1998          1999          2000          2001          2002          2003          2004          2005          2006          2007          2008          2009          2010          2011  
  • 17. “Amazon has kind of transformed our ability to not just do hundreds or thousands, but hundred thousands of startups.” Steve Blank, author of “The Four Steps to Epiphany”
  • 18. Impact of Cloud on Startups
  • 19. idea demo scale monetize 01 02 03 04 Experiment More Elasticity Reduce Costs & & & Develop Faster Scalability Grow Revenue
  • 20. Experiment More & Develop Faster Launch your infrastructure in a few clicks so you can Reduce Time to Market Pay only what for you use, with no commitment and lock in, so you can Experiment More at Lower Costs Leverage community support, SDK’s, libraries, and more to achieve Shorter Development Cycles
  • 22. Full  Elas.city  for  Maximum  Scalability   Scale up to 1000s of servers in minutes Fully automate the process of scaling up & down Store billions of objects Globally distribute petabytes of data
  • 24. Reduce  Costs  &  Grow  revenue   Pay only what for you use, with no commitment and lock in, so No Up-Front Capital Expense Leveraging our large scale, we have reduced our prices 19 times in the last years, leading to Low Costs AWS removes undifferentiated heavy lifting – allowing you to focus 70:30   on your business and Generate Revenue
  • 25. Economic impact of Elastic Cloud Infrastructure Cost $ Unable to serve customers Predicted Demand Traditional Opportunity Cost – Hardware Capital locked up in Actual idle resources Demand Elasticity & Autoscaling Time
  • 28. •  Pay for what you use = saving money •  Most traffic happens in the afternoons and evenings, so they reduce the number of instances at night by 40%. •  At peak traffic $52 an hour is spent on EC2 and at night, during off peak, the spend is as little as $15 an hour. The difference is an amazing 71%
  • 30. The Start – Development, Innovation, Iteration •  Manually Install Software on each •  Deploy Globally with a Click server •  Scale Out Instantly •  Costly and Lengthy to Fail •  Not Invented Here •  Build Data Centres •  Scale out Slowly
  • 31. And then…scaling up and scaling out •  Build Data Centres •  Deploy Globally with a Click •  Scale out Slowly •  Scale Out Instantly •  Unlimited Storage
  • 32. Result Valuation of 1 Billion Dollars at IPO Currently valuated at 1.5 Billion Staff of 250 People with peak at 2300 during last funding round Staff of 31 In July 2011 valuated at 1 Billion with 130 Employees
  • 33. Your Applications Management & Web Interface Identity and Access Deployment & Automation Monitoring Administration Console IAM Federation Billing Beanstalk CloudFormation CloudWatch CDN Messaging Search Distributed Computing Libraries and SDKs Application Platform CloudFront SES SNS SQS CloudSearch EMR SWF Compute Storage Networking Database Foundation EC2 EBS S3 ELB Route 53 VPC RDS Dynamo ElastiCache SimpleDB Availability Regions Zones Edge Locations AWS Global Infrastructure
  • 34. Your Applications Management & Web Interface Identity and Access Deployment & Automation Monitoring Administration Console IAM Federation Billing Beanstalk CloudFormation CloudWatch CDN Messaging Search Distributed Computing Libraries and SDKs Application Platform CloudFront SES SNS SQS CloudSearch EMR SWF Compute Storage Networking Database Foundation EC2 EBS S3 ELB Route 53 VPC RDS Dynamo ElastiCache SimpleDB Availability Regions Zones Edge Locations AWS Global Infrastructure
  • 35. Your Applications Management & Web Interface Identity and Access Deployment & Automation Monitoring Administration Console IAM Federation Billing Beanstalk CloudFormation CloudWatch CDN Messaging Search Distributed Computing Libraries and SDKs Application Platform CloudFront SES SNS SQS CloudSearch EMR SWF Compute Storage Networking Database Foundation EC2 EBS S3 ELB Route 53 VPC RDS Dynamo ElastiCache SimpleDB Availability Regions Zones Edge Locations AWS Global Infrastructure
  • 36. Your Applications Management & Web Interface Identity and Access Deployment & Automation Monitoring Administration Console IAM Federation Billing Beanstalk CloudFormation CloudWatch CDN Messaging Search Distributed Computing Libraries and SDKs Application Platform CloudFront SES SNS SQS CloudSearch EMR SWF Compute Storage Networking Database Foundation EC2 EBS S3 ELB Route 53 VPC RDS Dynamo ElastiCache SimpleDB Availability Regions Zones Edge Locations AWS Global Infrastructure
  • 37. Your Applications Management & Web Interface Identity and Access Deployment & Automation Monitoring Administration Console IAM Federation Billing Beanstalk CloudFormation CloudWatch CDN Messaging Search Distributed Computing Libraries and SDKs Application Platform CloudFront SES SNS SQS CloudSearch EMR SWF Compute Storage Networking Database Foundation EC2 EBS S3 ELB Route 53 VPC RDS Dynamo ElastiCache SimpleDB Availability Regions Zones Edge Locations AWS Global Infrastructure
  • 38. Your Applications Management & Web Interface Identity and Access Deployment & Automation Monitoring Administration Console IAM Federation Billing Beanstalk CloudFormation CloudWatch CDN Messaging Search Distributed Computing Libraries and SDKs Application Platform CloudFront SES SNS SQS CloudSearch EMR SWF Compute Storage Networking Database Foundation EC2 EBS S3 ELB Route 53 VPC RDS Dynamo ElastiCache SimpleDB Availability Regions Zones Edge Locations AWS Global Infrastructure
  • 39. Standing on the Shoulders of Giants
  • 41. Breakout Tracks Corporate Track Start up & Developer Track 12:45 - 1:25 Planning the Migration to the Cloud 12:45 - 1:20 AWS Enabling the Startup Ecosystem Santanu Dutt, Solutions Architect, AWS Pieter Kemps, Business Development Manager, AWS 1:25 - 2:05 CloudFront & Serving Media from the Edge 1:20 - 1:55 Agile Development on the Cloud Kingsley Wood, Business Development Joe Ziegler, Technology Evangelist, AWS Manager, AWS 2:05 - 2:40 Security and Privacy in the AWS Cloud 1:55 - 2:30 Partner Presentation by Intel: The Disruption Miles Ward, Solutions Architect, AWS of Big Data Trend Micro Mrittika Ganguli, Platform Software Architect, Intel 2:40 - 3:40 Amazon Database Services: DynamoDB: A 2:30- 3:05 Architecting your Killer App on AWS seamlessly scalable NoSQL datastore & Joe Ziegler, Technology Evangelist, AWS Relational Database Services Deep Dive Sundar Raghavan, General Manager, Amazon RDS, AWS 3:05 - 3:40 Developing for your Target Market: Social, Games & Mobile Apps Kingsley Wood, Business Development Manager, AWS 3:40 - 4:15 Benchmarking and Performance on AWS 3:40 - 4:15 Best Practices: Microsoft on AWS Robert Barnes, Director, Benchmarking, AWS Miles Ward, Solutions Architect, AWS