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Every API Needs a Product Manager

Elie
March 25, 2014

Every API Needs a Product Manager

Slides from my talk at APIdays Madrid, May 2013

Elie

March 25, 2014
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  1. Every Cloud Service Needs API
    Product Manager
    The marketer’s point of view

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  2. @Elie__
    “API” VS “Product”

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  3. @Elie__
    “My API is my product”
    They say:

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  4. @Elie__
    Are they wrong?
    “A mean rather than an end”

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  5. Headline should look like this
    @Elie__
    API = Deliver a Product
    ≠ Product.
    = A way to access an app.

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  6. Headline should look like this
    @Elie__
    “Their product is delivered
    through an API.”
    All we can say?
    But still, it feels wrong

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  7. @Elie__
    No APIs Before the
    Product Manager
    Came in

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  8. Headline should look like this
    @Elie__
    Now Everybody Knows About APIs
    B2C / Prosumers

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  9. Headline should look like this
    @Elie__
    Made APIs popular: EC2, S3...
    Productization by

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  10. Headline should look like this
    @Elie__
    Wait. “Productization?”
    It sounds bad but...

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  11. Headline should look like this
    @Elie__
    Building products
    That’s what they do

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  12. Headline should look like this
    @Elie__
    Before productization
    Only potential

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  13. Headline should look like this
    @Elie__
    After productization
    Usable

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  14. @Elie__
    Productization Is Vital

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  15. @Elie__
    To Sell

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  16. @Elie__
    Bezos didn’t invent REST,
    Jobs didn’t invent touchscreens
    Product Management Is Key

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  17. @Elie__
    Hum.
    Not convinced?

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  18. @Elie__
    Know this startup?
    = 100% API-driven

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  19. @Elie__
    Know this guy?
    Ex Product Manager @Amazon

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  20. @Elie__
    API Veterans

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  21. @Elie__
    Not a single person
    But still, the product was an API

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  22. @Elie__
    “As a service” Means
    you are Selling a
    Product, Not a Service

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  23. @Elie__
    Classic definitions
    Still valid?

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  24. @Elie__
    = Physical Goods

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  25. @Elie__
    = Immaterial
    SERVICE

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  26. @Elie__
    Can’t Touch MP3s
    But I can listen to it

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  27. @Elie__
    = The way the product is delivered
    Pay attention to the “as a”

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  28. “SaaS”, “Web Service”...
    = Business Model / Marketing Notion 

    = “Get the advantages of a product,
    but consume it like a service.”

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  29. @Elie__
    “Products” are
    Consistent While
    “Services” are Not

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  30. @Elie__
    “Products”
    YOU pick them.

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  31. @Elie__
    “Services”
    THEY perform.

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  32. @Elie__
    Consistency VS
    uncertainty

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  33. @Elie__
    Companies want to deliver
    products, not services.

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  34. @Elie__
    “Your most valuable assets walk in
    and out of the door every day.”
    A Service Company

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  35. @Elie__
    “To create a service business you can
    sell, do whatever you can to make your
    business have a product and a formula
    that predictably delivers results.”
    David Ogilvy

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  36. @Elie__
    MUST be products
    Bottom line:

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  37. @Elie__
    Turning Your API
    Service into a Product

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  38. Headline should look like this
    @Elie__
    Again
    (I don’t own stocks)

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  39. Headline should look like this
    @Elie__
    1- Name it
    2- Package it
    3- Write instructions
    4- Words of caution
    5- Barcode it
    6- Copywrite it
    Follow the recipe:
    Let’s try with an API?

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  40. Headline should look like this
    @Elie__
    1- Name it
    2- Package it
    3- Write instructions
    4- Words of caution
    5- Barcode it
    6- Copywrite it
    ‣ Mailjet
    ‣APIs
    ‣API Doc
    ‣Terms of Use
    ‣SaaS
    ‣Proprietary MTA
    See how it works
    Thanks P&G!

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  41. @Elie__
    The API Manager
    makes the magic
    happen

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  42. I've studied philosophy but my
    head ended up in the cloud.
    !
    Head of Marketing @Mailjet
    Follow me @Elie__
    @Elie__
    About Me

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  43. See ya!
    elie.li
    speakerdeck.com/elie
    @Elie__

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