1.
© 2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Adam FitzGerald
Head, Worldwide Developer Marketing
Amazon Web Services
How to make sure the CEO funds your
crazy ideas to make developers happy
Funding Models for Developer Relations Programs
@DevRelChap

2.
Who am I?

3.
Who are you?

4.
What do you make/sell?

5.
What do you make/sell?

6.
What do you make/sell?

7.
Pay as you Go
Subscription
Consumption Pricing

8.
You are a cost center!

9.
What does one developer mean
to my company’s business?

10.
What do you make/sell?

11.
What do you make/sell?

12.
DevAcqCost < X%*UnitsSold*MargVal

13.
What do you make/sell?

14.
SpringSource 2006

15.
Spring Community Population (Open Source)
User base: 2,500,000
Key Ratios
Core:Expert 20:1
Forum:Registered 10:1
Registered:Global 20:1
Global Population
Registered
Forum
Experts
Core
Active: 12,000
Committers: 20
Population
20x
30x
20x
Subscribers: 125,000
Answers: 400
10x
User base: 2,500,000

16.
Application
Management
Middleware /
App Server Platform
Frameworks
and Tools
Hyperictc ServerSpring & Grails
ManageRunBuild
SpringSource Solution:
Modern Platform for Business Critical Applications

17.
Spring Community Population (Open Source)
User base: 2,500,000
Key Ratios
Core:Expert 20:1
Forum:Registered 10:1
Registered:Global 20:1
Global Population
Registered
Forum
Experts
Core
Active: 12,000
Committers: 20
Population
20x
30x
20x
Subscribers: 125,000
Answers: 400
10x
User base: 2,500,000

18.
Raw Leads: valid contact information, but
have not been assigned to an AE.
Open Leads: “Assigned Leads”have not
yet been contacted by an AE.
Raw Leads
Open Leads
In Process
Working
OPPTY
In Process Leads: AE's are attempting to
make contact via email and phone
calls.
Working Leads: The lead responded to
an email or a conversation has taken
place..
Opportunites: AE was able to determine
that there is a real project with a real
budget and a project will take place in
the next 3-months.
AssignedLeads
Community
$
5%
25%
30%
30%
20%
Key Conversions
Community-to-Raw: 5%
Raw-to-Open: 25%
Open-to-Working: 30%
Working-to-Opty: 30%
Opty-to-Close: 20%

19.
DevAcqCost < X% *
CCR*CRO*COW*CWO*COC*avgD$

20.
Pay as you Go
Subscription
Consumption Pricing

21.
developer == customer

22.
Customer Lifetime Value

23.
Auto Regressive Integrated Moving Average

24.
DevAcqCost < X% * CustLifeValueFT

25.
How to make sure the CEO
funds you crazy ideas to make
developer happy?

26.
1: Know your expected DevAcqCost for each tactic
2: Know your company’s business model
3: Know your CEO’s tolerance for X%

27.
AWS Pop-up Loft

28.
Thank you!
Adam FitzGerald @DevRelChap