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Stop selling Drupal, start selling solutions to business problems.

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Stop selling Drupal, start selling solutions to business problems.

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Using open source solutions like Drupal can save you money. Hurray! The bottom line always counts, especially today. No one should be wasting money.

But there are important reasons to use open source solutions beyond the price tag. The "Four Freedoms" that define open source software also define real business value: innovation, cost-savings, and risk mitigation. If you understand the true value in open source software and in a massively successful project like Drupal, you can bring your organization real benefits and add real value.

Let's think open source (let's think Drupal!), be its champions and explain it to our colleagues, bosses, friends, and decision makers: whether your MP, European bureaucracy, or marketing department.

Some questions and issues addressed by this session:

- The real values offered by the open source model and how to pitch it without "sounding like a software hippie".
- Explained: The open source model is clearly a safer, cheaper, and more innovative model for businesses and others.

Using open source solutions like Drupal can save you money. Hurray! The bottom line always counts, especially today. No one should be wasting money.

But there are important reasons to use open source solutions beyond the price tag. The "Four Freedoms" that define open source software also define real business value: innovation, cost-savings, and risk mitigation. If you understand the true value in open source software and in a massively successful project like Drupal, you can bring your organization real benefits and add real value.

Let's think open source (let's think Drupal!), be its champions and explain it to our colleagues, bosses, friends, and decision makers: whether your MP, European bureaucracy, or marketing department.

Some questions and issues addressed by this session:

- The real values offered by the open source model and how to pitch it without "sounding like a software hippie".
- Explained: The open source model is clearly a safer, cheaper, and more innovative model for businesses and others.

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Stop selling Drupal, start selling solutions to business problems.

  1. 1. D rup al How cts can p ro du the the t ake t to j ec pro level & n ex t is is hy th for w ne ws gr ea t o u. A. “jam” McGuire yJeffrey Acquia Manager of Community Affairs
  2. 2. How Drupal products are good news for us all.
  3. 3. Who are you?
  4. 4. Drupal is changing business and the This has happened before in other open source projects.
  5. 5. “Linux is a transformational technology. Jim Whitehurst, CEO of Red Hat - http://techcrunch.com/2011/08/17/red-hat-ceo-at-linuxcon-i-have-no-idea-whats-next/
  6. 6. “The technology of Linux empowers advancements and innovations that have nothing to do with the technology of Linux. That is to say ...
  7. 7. “Linux supports the development of new business models, as well as new technologies.”
  8. 8. Some history ...
  9. 9. Drupal watershed moments
  10. 10. Drupal watershed moments
  11. 11. Drupal watershed moments
  12. 12. Drupal watershed moments
  13. 13. Drupal watershed moments
  14. 14. What’s next?
  15. 15. Describe Drupal in one word
  16. 16. Flexibility has resulted in products
  17. 17. Intranet E-Commerce Social Business Publishing Online Site-Builder Hosted Drupal
  18. 18. Don’t sell Drupal. Sell solutions to real business problems.
  19. 19. For example ...
  20. 20. Dries Buytaert, Drupal Project Lead
  21. 21. Drupal 7 is being adopted more rapidly than any other version of Drupal before. DrupalCon London Keynote, August 2011
  22. 22. The Commerce module is a great example of leveraging Drupal 7. I think it's going to expose Drupal to a new world. DrupalCon London Keynote, August 2011
  23. 23. Drupal Commerce went 1.0 August 30th, 2011 at DrupalCon London
  24. 24. Commerce Guys + Drupal + E-Commerce expertise
  25. 25. On August 21st, 2011, 2934 websites were already using Drupal Commerce. http://drupal.org/project/usage/commerce
  26. 26. As of October 9th, 2011 ... 4725! http://drupal.org/project/usage/commerce
  27. 27. And on April 8th, 2012 ... 12,583. http://drupal.org/project/usage/commerce
  28. 28. An e-commerce primer.
  29. 29. Where are we coming from?
  30. 30. 1980s: Early experiments son Ho li days, UK 1981: Tho m B online shopping B2 2: Minitel , France 198 1985: N issan UK
  31. 31. ot co m!!! D 1990s: The web era ebpage ordering 1994: Pi zza Hut w , Dell, eB ay - .co m 1995: Amazon ba Gro u p & ATG 19 98: Aliba
  32. 32. 2000s:All-out expansion Amazon’s 1s t profit 20 03 20 0 6 Shopify 20 08 Magento
  33. 33. 2010s: Where are we going?
  34. 34. Content-Driven, Open, SaaS, Mobile, Context-Aware ...
  35. 35. The challenges of e- commerce:
  36. 36. You need to attract and help many kinds of customers:
  37. 37. different ages, genders, locations,
  38. 38. different purchasing powers, preferences, and more.
  39. 39. You’re up against
  40. 40. many places to shop
  41. 41. on many devices Multiple Places to Buy Multiples Sources of Information
  42. 42. with many sources of information. Multiple Places to Buy Multiple Devices
  43. 43. Can you handle it so far?
  44. 44. Can you handle it so far? It gets better ...
  45. 45. How things used to work:
  46. 46. How it works now:
  47. 47. How do you address the new reality?
  48. 48. Option 1: Play the game Go multichannel
  49. 49. Option 2: Beat the game Content-driven conversion & customer visitor experience
  50. 50. Drupal Commerce is getting traction because does all of this and more.
  51. 51. CONTENT MANAGEMENT SECURITY AND SCALABILITY CHANNEL MANAGEMENT PAYMENT PROCESSING PRODUCT MANAGEMENT PRODUCT SEARCH CUSTOMER MANAGEMENT E-COMMERCE EXTENSIONS ORDER MANAGEMENT PERSONALIZATION INTEGRATION
  52. 52. CONTENT MANAGEMENT SECURITY AND SCALABILITY CHANNEL MANAGEMENT PAYMENT PROCESSING PRODUCT MANAGEMENT PRODUCT SEARCH CUSTOMER MANAGEMENT E-COMMERCE EXTENSIONS ORDER MANAGEMENT PERSONALIZATION INTEGRATION
  53. 53. Content-Driven Conversion: PERSONALIZATION ARTICLES OPINION FORUMS BLOGS VIDEO OPINION SOCIAL WEB INTEGRATION
  54. 54. Why does this matter?
  55. 55. Drupal Services & related products in 2011 600 million € (best guess, but w00t!)
  56. 56. Global E-Commerce Retail Sales 2011: +19% 2010 2011 2009 2008 2007 http://techcrunch.com/2011/01/03/j-p-morgan-global-e-commerce-revenue-to-grow-by-19-percent-in-2011- to-680b/ http://seekingalpha.com/article/244604-j-p-morgan-global-e-commerce-revenue-to-grow-by-19-in-2011 http://www.internetretailer.com/2011/01/04/global-e-commerce-sales-head-1-trillion-mark
  57. 57. Global E-Commerce Retail Sales 2011: +19% 2010 2011 2009 2008 2007 492B € http://techcrunch.com/2011/01/03/j-p-morgan-global-e-commerce-revenue-to-grow-by-19-percent-in-2011- to-680b/ http://seekingalpha.com/article/244604-j-p-morgan-global-e-commerce-revenue-to-grow-by-19-in-2011 http://www.internetretailer.com/2011/01/04/global-e-commerce-sales-head-1-trillion-mark
  58. 58. Global E-Commerce Technology Market 2011 36.4B€ E- Commerce Global Technology E- 492B€ Market Commerce Market Based on Gartner, Forrester and Internet Retailer
  59. 59. Global E-Commerce Drupal – Services Technology & related Market products 36.4B€ 0.6B€ E-Commerce Software 3.3B€
  60. 60. But we need to get our act together.
  61. 61. E-commerce v. Drupal
  62. 62. Business-driven Developer-driven Open Source? Open Source! Now In a few months Buy Develop and Contribute E-Commerce Culture Web culture Products, Revenues Content, Community Roadmap mandatory Roadmap optional Site down: lose Site down: lose traffic revenues B2C B2B/B2C Moving slowly into Moving fast into Mobile Mobile No religion Love Web standards
  63. 63. What does this teach us?
  64. 64. Back in 2001 someone else decided to focus on solutions ...
  65. 65. Don’t sell Drupal. Sell solutions to real business problems.
  66. 66. Special thanks: Luc Byhet drupalcommerce.or g commerceguys.com acquia.com
  67. 67. Thank you! Jeffrey A. “jam” McGuire Acquia Manager of Community Affairs jam@acquia.com Twitter: @horncologne

Notas del editor

  • Take your business (and the Drupal project itself) to the next level with Drupal products.\n
  • \n
  • How many of you are new to Drupal?\nHow many of you are assessing or using Drupal for clients?\nHow many for your own projects, businesses, or ideas?\n\n
  • I am going to do this a couple of time today: when you hear one word, I’ll ask you to think of another.\nWhen you see and hear “Linux” now, think “Drupal”.\n
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  • What is the next watershed moment for Drupal?\n\n
  • Deanspace - Howard Dean, US presidential candidate.\n
  • mtv.co.uk, first Drupal version in D4.7 (?)\n
  • Commercial support.\n\n
  • whitehouse.gov\n\n
  • Al Jazeera, Warner Bros, Sony, Examiner.com, economist.com ...\n\n
  • What is the next watershed moment for Drupal?\n\n
  • More than 3000 people took the “State of Drupal 2011” survey.\n\n
  • \n
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  • This flexibility allowed the emergence of Drupal software companies\nwith innovative products built with Drupal - I think these are the next watershed moment for Drupal\nDrupal's flexibility has resulted in Drupal products\nProducts are the key to the project's future:\n- as demo and pitch tools - lego tub and picture on lego set box\n- as work-reduction and efficiency aids\n- as solutions to commons problems\n- to grow the project, create more Drupal jobs, make more money ... I'll come back to this ...\n
  • Listen to your customers, give them the flexibility to solve problems\nthat you haven’t thought of or that don’t exist yet.\nRemember: Drupal is to our clients as PHP is to us ...\na too, a means to an end.\n
  • \n
  • This flexibility allowed the emergence of Drupal software companies\nwith innovative products built with Drupal - I think these are the next watershed moment for Drupal\nI’m going to talk about Drupal Commerce today, but it is only one example of many possibilities.\nThere are many verticals, many opportunities for Drupal PRODUCTS to make a difference: to the world, to your business, to the Drupal project, and so on\nDrupal Rooms, Open Public, etc. ...\n\n
  • \n
  • D7 is being adopted more rapidly than any other version of Drupal before. 100,000 live sites in 6 months. Drupal 6 took 1 year to reach this milestone.\n\n
  • Thanks to the innovations in Drupal 7, we’re starting to see great things happen:\nThe Commerce module is a great example of leveraging Drupal 7. I think it is going to expose Drupal to a new world.\n
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  • Let’s talk about the history of e-commerce and define the problem space a little better that Drupal Commerce is solving.\n
  • \n
  • • Mostly B2B\n• Online (not web!) - “MODEM COMMERCE”\n• No full transaction support\n• Completely custom\n
  • • Large players and large B2C markets\n• Pure e-commerce players\n• Focused on early adopters\n• Mostly custom platforms\n
  • • Profitability (!)\n• Channels & players multiply\n• Traditional retailers arrive\n• Multiple software platforms\n• Online shopping is a game for customers\n
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  • Provide and/or leverage multiple channels around and/or via your e-commerce platform:\n► Implement Product Content Management // ► Web, Mobile\n► Point of Sales // ► Blogs // ► Print, Videos, TV\n► Social Networks // ► B2B, B2C, C2C\n
  • Use rich content to recruit visitors, then provide an innovative experience to retain them:\n► Online Catalogs, not just shops // ► “Media Commerce”\n► Flash / Private Sales // ► Quality customer communities\n► Customization // ► Personalization //\n► Multichannel when it make sense\n
  • \n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • After all this detail, we get back to my main point:\nDrupal Commerce is not a system within a system, it IS DRUPAL as a product.\n•❑e-commerce is very complex and requires lots of flexibility\n•❑variation in approach and technology in e-commerce are radically different from each other\n▼❑require integration of\n•❑catalog systems, physical systems, CRM, ERP (enterprise resource planning), etc.\n•❑With Drupal's flexibility and ability to integrate, it is our biggest trump card.\n\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • Focus on rich content experience (which Drupal does so well: Sony, Warner, etc.) before or alongside the commerce aspect.\nNo other system can do content-driven conversion like Drupal w/Drupal Commerce.\n
  • I just went through a lot of details about e-commerce and Drupal Commerce.\nWhy does any of this matter?\n(And keep in mind, this doesn’t just apply to e-commerce, it’s only one of many potential verticals and examples.)\n\n
  • - E-Commerce Expo London is not the biggest E-Commerce event: in\nEurope, E-Commerce Paris is bigger, in the US, IRCE is the biggest.\nThere is also a lot of smaller events that are bigger than EE London.\n
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  • The average E-retailer spends 7.4% of its revenues on technologies\n(including software, services, hardware and specific facilities).\nThe top of e-commerce pyramid spends 20% of its revenues on technologies,\nthe bottom spends down to 0.05% of its revenues on technologies.\n\n
  • Drupal is a small market compared to\nthe E-Commerce technology market as a whole\n
  • \n
  • E-Commerce != Drupal\n\nWe went to the biggest E-Commerce conferences and tradeshows in the world, only to realize huge differences between what customers and integrators expect from technologies in the e-commerce market and the Drupal market\n
  • E-Commerce != Drupal\n\nWe went to the biggest E-Commerce conferences and tradeshows in the world, only to realize huge differences between what customers and integrators expect from technologies in the e-commerce market and the Drupal market\n
  • Drupal is to our clients as PHP is to us ... a too, a means to an end.\nThe next slide is from 2001. I want you to imagine you hear the word “CMS” when you hear “personal computers” and ... this is important, “clients” when you hear the word “kids”. When you hear “educational software”, think “Drupal products.”\n
  • Drupal is to our clients as PHP is to us ... a too, a means to an end.\nThe next slide is from 2001. I want you to imagine you hear the word “CMS” when you hear “personal computers” and ... this is important, “clients” when you hear the word “kids”. When you hear “educational software”, think “Drupal products.”\n
  • Drupal is to our clients as PHP is to us ...\na too, a means to an end.\n
  • Listen to your customers, give them the flexibility to solve problems\nthat you haven’t thought of or that don’t exist yet.\n
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  • \n

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