James Raquepau (jraquepau@parallels.com)
Errol Vanderhorst (evanderhorst@parallels.com)
APS Business Development
APS Connect:
Building Packages and Landing Deployments
©2014 Parallels IP Holdings GmbH
THE PATH TO DEVELOPING TIGHT INTEGRATION WITH A GREAT USER EXPERIENCE
4 Step Process
Define
The APS
Opportunity
Develop Inhouse or
Outsource
Design
Develop
Deploy
Service
Assessment
Package
Coding &
Review
Launch &
Lifecycle
Service
Design
Certified for
Parallels
Go-toMarket
Program
Service Offer
Development
APS BUSINESS & TECHNICAL INTRODUCTION – LEARN ABOUT APS
What is the APS Ecosystem?
ISVs with self-hosted and syndicated cloud services
•
500 cloud service applications in the APS Catalog
•
10X growth in SMB users in 2013
•
Top workloads in 2013
Email
Websites
The APS
Opportunity
Security
Target channel partners for APS-enabled services
•
Large CSP Operators
•
Hosters
•
Distributors
•
and MSPs
Leadership sponsor, Product and
Technical contacts assigned
APS BUSINESS & TECHNICAL INTRODUCTION – LEARN ABOUT APS
What is an APS application package?
Automated selling/provisioning/billing of services
•
•
APS packages defines the
The APS
Opportunity
•
Business model for selling a cloud service
•
SMB customer information and resources required to provision a cloud service
•
Billing parameters for invoicing an SMB customer for the consumption of a cloud service
Parallels Automation is the platform that runs the APS application package
•
Provides storefront and business (i.e. workflow) automation, including offering bundles, upselling,
and cross selling of multiple services
•
Exposes a service via control panels and processes the APS provisioning logic by providing a
single pane of “glass” for all SMB services offered
•
Collects and processes billable data from the cloud service
APS BUSINESS & TECHNICAL INTRODUCTION – CHANNEL READINESS & API REVIEW
Is your service ready for the service provider channel?
Service Provider Channel Readiness
Service
Assessment
•
•
Support: Service & Support SLAs, Support Systems
Sales: Partner Program & Business Model for Cloud,
Regional Coverage/Localization, Branding/White-label,
Multi-Tier Reseller Support
•
Product/Development: Product Management, Docs, Tools, Support, Dev Platforms
Key API/UX Readiness
•
Public/Private APIs (Self-Hosted/Syndicated)
•
Multi-tenancy support for accounts & users
•
•
Channel ready billing, provisioning, & management APIs (CRUD)
Reseller friendly user experience (Portal or API Oriented)
•
Identity management service interface
•
Service development/testing/QA support
Business and Technical check lists
APS BUSINESS & TECHNICAL INTRODUCTION – CHANNEL READINESS & API REVIEW
Is your service ready for the service provider channel?
APS Business Readiness Assessment Checklist
ISV Name
Service
Assessment
Business Contact Name
Business Contact Email
Date Updated
Product Name
Brief Product Description
#
1
2
3
4
Question
Y/N
Currently Selling or Plans to sell via cloud distribution channel? Please briefly explain history of cloud distribution.
Has sales people or plans to have sales people focused on the cloud distribution channel? Please explain geographic coverage
model.
Has a business model and licensing that supports cloud distribution resale? Please briefly explain how licensing works and
typical terms
Has marketing material to support a cloud distributor?
5
Resale is globally available. If limited, please explain geographic limitations.
6
Qualifying for joining the reseller program is open and not restrictive. Explain qualification requirements and any limitations.
7
Do you have experience negotiating distribution contracts with communications service providers? Example companies?
Are you focused on the SMB market via cloud service distributors? What % of your business is via, SMB vs. Enterprise for cloud
distribution?
8
9
10
Are you investing for the long term for cloud service distribution, including sales development, aps package maintenance, etc.?
What is your ROI timeline expectation for the channel investment?
Do you have a cloud distributor support model?
11
Is the service hosted by the service provider (your software is deployed in the service provider's data center)?
12
13
Is the service syndicated by the service provider (You run an mange the service in your own datacenters)?
14
Is the product available globally without restriction? (if there are restrictions, what are they).
Do you have Multilanguage support? (if yes for which languages)
Business and Technical check lists
Comments
APS BUSINESS & TECHNICAL INTRODUCTION – CHANNEL READINESS & API REVIEW
Is your service ready for the service provider channel?
APS Technical Assessment Checklist
Service
Assessment
ISV Name
Technical Contact Name
Technical Contact Email
Date Updated
Product Name
Brief Product Description
Requiremement
Category
Option
General
On Premise
Syndicated
Yes
No
Yes
No
Yes
No
Yes
No
Service installation type
Application provides customers multi-tenancy
Application provides resellers multi-tenancy
Service is geo-distributed
Service provides different SLA's depending on plan/subscription purchased by account
Business and Technical check lists
On Premise and Syndicated Possible
APS BUSINESS & TECHNICAL INTRODUCTION – BUSINESS/SERVICE MODELING
What are you selling and how will you sell it?
•
Web Presence, Communication & Collaboration, IaaS,
Traditional or Vertical SaaS Solutions
•
Instances (i.e. Website builder, CDN, SEM/SEO),
Seats (i.e. O365, Backup), or Units (i.e. CPU, Storage,
Bandwidth, Minutes, Hours, Days)
•
What are the Business / Offering Model Selling Options?
•
Pricing Model (freemium/premium, levels, discounts, bundles)?
•
Business Rules (upgrades, downgrades, reporting)?
•
Billing APIs or data to support the Business / Offering Model?
•
What is the licensing model (ISV  SP & Parallels  SP & SP  SMB)?
•
Is customer interaction with the ISV Service Portal allowed?
•
Have you validated your offering with a launch partner?
Service Offer Description Document / Checklist
Service Offer
Development
APS BUSINESS & TECHNICAL INTRODUCTION – BUSINESS/SERVICE MODELING
What are you selling and how will you sell it?
APS Application Service Offer Checklist
ISV Name:
Application Name:
Last Update:
Service Offer
Development
1. Business Model
# Question
1.1 Service sold per user or resource
instance or usage counter?
Answer
Comments
Help
Is the service sold per users or per instance/account? E.g. a
website or VM are sold per instance, a mailbox per (assigned)
user.
1.2 List Per user resources
List the billable resources that are sold per user, if applicable.
1.3 List Per Resource Instances
List the billable resources that are sold per instance, if
applicable.
List the resources (from above) that can be billed based on
actual usage. Also describe how often the usage will have to
be updated (e.g. daily or hourly or monthly).
1.4 List Per Usage Based Resources
1.5 Billing period
See comments
What periods are supported to be sold, and what is the
minimum billing period the service can be sold for (day,
week, month, year?)
1.5 Service Offer Examples
See comments
Provide one or multiple example offer configurations with
incl. and additional resources and recommended pricing.
Example Service Plan A:
- Monthly price: $9.99
- Included resources:
o 1 Desktop seat
- Additional resources:
o Desktop Seat: $8.99
o 1 GB disk space: $1.99
Example Service Plan B:
- Monthly price: $39.99
- Included resources:
o 1 Desktop Seat
o 1 Server Seat
o 10 GB of disk space (total 40GB)
- Additional resources:
o Desktop Seat: $8.99
o Server Seat: $29.99
o 1 GB disk space: $1.99
Service Offer Description Checklist
APS BUSINESS & TECHNICAL INTRODUCTION – DECISION POINT
Will you build it or outsource development?
•
Assess Development Skills
– PHP/REST & HTML5/JavaScript
– PA Domain/Resource Modeling Architect Skills
•
Assess Development Effort
– Typically ~3 man months
•
Decision Point: Build In-house or Outsource
– Based on availability of internal resources and skills
– Internally built requires APS & PA Training (online or onsite)
– Outsourced development requires obtaining proposals/bids
•
Either way
– Have a plan to own your APS package
• Assign a Product Manager & Product Marketing Manager
– Support & Maintain your APS package (directly or indirectly)
Develop Inhouse or
Outsource
DEVELOPMENT & DELIVERY PHASE – PACKAGE PLANNING
How do I get started once decision is reached?
•
APS Developer Account
(www.apsstandard.org)
–
–
–
–
–
–
•
•
Documentation
Developer sandboxes
Development tools
Example APS 2 packages
Manage Support requests
Manage package self-validation
Documentation templates for Certified for
Parallels Automation (CfPA)
Training for APS and Parallels Automation
(for in-house developers & outsourced
projects)
Resources committed
Develop Inhouse or
Outsource
DEVELOPMENT & DELIVERY PHASE – PACKAGE PLANNING
What is the APS Service Design process?
•
–
Service Requirements
Non-Functional Requirements
–
Personas
•
Service Dependencies
–
Scenarios
•
Deployment of Service
–
Provider
•
Branding
–
Reseller
•
Support
–
Customer Admin
•
Localization & Internationalization
–
Customer End-User
•
Billing & Licensing
–
Functional Requirements
•
Package Design
•
Application Lifecycle
•
Service Lifecycle
•
User Lifecycle
•
Integrations with other
Applications
•
Service Provider
•
•
Reseller
Single Sign On
•
•
Customer Admin
Migrations
•
Customer End-User
–
Resource Model
•
–
Required POA Types
UX Mockups
Service Design Document Review
Service
Design
DEVELOPMENT & DELIVERY PHASE – PACKAGE PLANNING
What is the APS Service Design process?
•
Engage your assigned Parallels BizDev partner
manager to set up a discovery & design session
Resource Model Complete
Service
Design
DEVELOPMENT & DELIVERY PHASE – PACKAGE PLANNING
How should I build my APS Package UI mockup?
•
Engage Parallels and service provider launch partner
to get input on the planned offering model and
provisioning workflows
Service
Design
Plan for:
• Service Provider Panel
• Reseller Panel
• Customer Control Panel
• My (E/U) Control Panel
UI Mockup Created & Reviewed with Parallels
APS DEVELOPMENT & DELIVERY PHASE – CODING AND TESTING
What are the steps needed to code a great package?
•
Develop both backend (logic) and
frontend (UI) package elements
•
Write documentation following Certified for
Parallels Automation (CfPA) templates
•
Reengage Parallels & launch partner for pre-package review,
including UI
Package Developed & Reviewed by Parallels
Package
Coding &
Review
APS DEVELOPMENT & DELIVERY PHASE – CODING AND TESTING
What are the steps need to certify my package?
•
Submit package for Certified for Parallels
process
Certified for
Parallels
– Package Validation
– Security Audit
– UI Review
– Documentation Review
– Publish Certification
•
Only packages Certified for Parallels will be supported by the
APS Support team
Package Certified by Parallels
APS DEVELOPMENT & DELIVERY PHASE – CODING AND TESTING
What is needed launch and maintain an APS package?
•
Develop APS maintenance and support plan
– Product Management ownership of package
– Plan for future APS package updates to expose
additional services or to support API updates
•
Launch service with Parallels Automation partner
– Ensure sales/support training takes place
– Co-develop marketing plan to drive awareness
•
Build Go-to-Market plan
– Assign Product Marketing Resources
– Compete Phase 2 marketing materials (see next section)
Package Launched
Package
Launch
THE PATH TO DEVELOPING TIGHT INTEGRATION WITH A GREAT USER EXPERIENCE
4 Step Process
Define
The APS
Opportunity
Develop Inhouse or
Outsource
Design
Develop
Deploy
Service
Assessment
Package
Coding &
Review
Launch &
Lifecycle
Service Offer
Development
Service
Design
Certified for
Parallels
Go-toMarket
Programs
LANDING DEPLOYMENTS: WHO ARE PARALLELS AUTOMATION USERS?
Diverse ecosystem of service provider partners
• HOSTERS
• TELCOS
• ISPs
• DISTRIBUTORS
• MSPs
SMBs 1 - 1000
LANDING DEPLOYMENTS: WHO ARE PARALLELS AUTOMATION USERS?
Diverse ecosystem of service provider partners
• HOSTERS
• TELCOS
• ISPs
• DISTRIBUTORS
• MSPs
SMBs 1 - 10 / 10 - 25 / 25 – 100 / 100 - 1000
LANDING DEPLOYMENTS: WHO ARE PARALLELS AUTOMATION USERS?
GTM diversity within segments
TELCO A
TELCO B
Lift ARPU
Retain customers
SMB
SMB & IT Pro
• Syndicate
• Host solution
• Best in brand
• White-label
• One size fits all markets• Differentiate by
region
No two Go To-Market Programs the same!
LANDING DEPLOYMENTS: WORKING WITH LARGE SPs
Taking Products to Market is Complicated
Business Case
Opportunity
Go-to-Market Strategy/Plan
Offer
Channels
Marketing
Market & Sell (GTM Execution)
Sales
• Multiple Orgs Involved
•
•
•
•
•
Product management  Launch Products, compete for attention
IT/Ops  Simplify Life / Play with Cool Stuff / Budget Management
Sales  Meet targets, default to traditional products
Customer Care Customer Sat / Cost control
Marketing The “Big Agenda” of the week
Onboarding
Support
Typically 9-18
months to
launch new
service; +24
months to
scale or fail
• Sometimes don’t align till Executive gets involved
Key to Success
Exec sponsor who cares, continual deep engagement across value chain
LANDING DEPLOYMENTS: WHY SO LONG?
Package GTM & Monetization Barriers
Business
case
• Convince multiple P&L
owners to dedicate
resources to sell non-core
products with lower ARPUs
and margin
• The driver: reduce customer
churn or exploit new
revenue streams
Go-toMarket
• Productize SKUs
• Define Service Plans
• Get PM focus on service
creation
• Compete: cloud vs core
services
• Channel strategy: Multichannel and geography
footprint
• Buyer journey
• Convince multiple BUs with
different focus and KPI’s
• Usage reporting (resources,
activation…)
Market &
sell
• Lack of sales momentum
(inbound upsell, no
campaigns, no marketing)
• Selling standalone vs bundled
services
• Enable multiple channels
• Customer activation
• Compensation considerations
• Approval for ISV sales
incentives on top of corporate
plans
• Marketing: propensity buying
lead/demand gen,
PA
Platform
• Upgrade to PA 5.5+
• Resources to build and test
new services
• Regression testing
• ISV onboarding
• Migration path (APS 1.2 to
APS 2)
• Multi-ISV support model
LANDING DEPLOYMENTS: CURRENT STATE
Where is Parallels spending time?
Business
Case
<5%
Go-ToMarket
<5%
Market &
Sell
<5%
PA
Platform
>85%
Current Focus: Dealing with support, product and account issues, not revenue generation
LANDING DEPLOYMENTS: CURRENT STATE
Where are ISVs spending time?
Business
Case
<5%
Go-ToMarket
<5%
Market &
Sell
<5%
ISV
Service
>85%
Current Focus: Dealing with support, product and account issues, not revenue generation
LANDING DEPLOYMENTS: CURRENT STATE
Where are Service Providers spending time?
Business
Case
40%?
Go-ToMarket
10%
?
Market &
Sell
10%
?
PA
Services
40%?
Current Focus: Dealing with multiple masters, product issues, not revenue generation
LANDING DEPLOYMENTS: PROPOSED STATE
Collective focus on driving sales volume
Commit resource to:
-
Business
Case
Cross department Sales training. Support can also sell.
Work with Business/HR to put incentives in place
Who owns the P&L number? Does he/she really own it?
Have a strategy (perhaps a product) for as many channels as possible
Be proactive: perform outbound campaigns with propensity buying analysis
Consider onboarding players
Go-ToMarket
Market
& Sell
Platform
& Service
LANDING DEPLOYMENTS: RECOMMENDATIONS
Create ‘Marketing & Selling’ Programs
Goal: Drive sales volume based on three pillars
1
Marketing execution
•
Customer propensity
modelling for effective
customer targeting
Better messaging
Effective online journey
Campaign development
•
•
•
2
•
•
Channel expansion
3
Channel strategy and
planning
Introduction and onboard 3rd party
telesales partners
•
•
•
•
•
Sales execution
Sales training
Enablement tools/content
Cross/upsell strategy
Bundle with APS apps
Commission/incentives
analysis
Questions
Paal15
What do we do?
Positioning
& messaging
Concepting
& branding
Go-to-market
& execution
Paal15
What ambitions do we help our customers with?
Setting up new channels
(direct or indirect)
Bringing new services
to the market
Onboarding and activating
new partners or end-users
#ParallelsSummit
©2014 Parallels IP Holdings GmbH