ISV Playbook Modules 2 & 3: Building and Distributing Your App

Salesforce.com Partner Success

Andrew Albert, salesforce.com

Ross Belmont, Appiphony

How to Find This Session in the Dreamforce Mobile App

Chatter Feed: Touch the

Session Name

Session View

Safe Harbor

Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2011. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

Andrew Albert

ISV Technical Evangelist

Ross Belmont

Chief Architect

What if you could build and distribute your app exactly like the world’s

leading cloud ISV?

Market Leader

Leader Sales Force Automation

Groundswell Award

Innovative Company

$2.2 Billion+$2.2 Billion+Annual Revenue Run Rate

#4#4Fastest Growing Company 2010

Best Mobile ExperienceBest Social Networking Solution

Visionary Enterprise Application Servers

104,000+104,000+Paying Customers

ISVforce Lifecycle

Build Distribute SupportSellPlan

Agenda

Getting Started

The Build Process– Environments & Tools

– Editions & Licenses

Application Distribution Overview

Stories from the Field

Next Steps

Q&A

Getting Started

Assemble Product Team

Product Manager

Project Manager

Technical Architect

Developers/QA Engineers

Learn More: ISV Partner RolesLearn More: ISV Partner Roles

Force.com Training

Force.com Classes & Certifications

Online Training– Accessible via Partner Portal

– 30 hours of podcasts (free)

Building Apps with

Force.com

Apex & Visualforce Controllers

Managing Development

with Force.com

+

App Developer Learning Path

Leveraging the Right Resources – Force.com

developerforce

Getting Started – self-taught online tutorials for building

your first app

Force.com Library – free online books on learning

Force.com

Force.com Core Resources

Help & Training – Click “Help & Training” link within

force.com environments

Force.com Discussion Boards

Leveraging the Right Resources – Application Distribution

ISVForce Guide

Application Distribution Homepage on DFC

Releasing an App on Force.com

Developing a Package for Distribution

Create an Appexchange Listing

Trialforce

License Management Application Overview

Force.com Security

Leveraging the Right Resources – Support

Log a Case – Partner Portal

Developerforce Discussion Boards

Partner with a PDO (Development Outsourcer).– Certified Force.com developers

Partner Premier Support

Build Distribute SupportSellPlan

Design AppDev Environments

Dev ToolsTeam DevelopmentTest Environments

EditionsLicenses

ISVforce LifecycleEssential Components to Build

Build Process

Force.com Gives You the Tools to Build Apps

Declarative

Simplicity + Speed Control + Flexibility

Programmatic

ApplicationsTabs

Page LayoutsRecord Types

FormulasValidation Rules

Workflow & Approvals

ObjectsFields

Relationships

Visualforce PagesForce.com Sites

Visualforce ControllersApex

Web Services API

Web Services APIMetadata API

User Interface

Business Logic

Data Model

Build Process

Accounts & Contacts

Content Library

Activities

Platform/Force.com

Custom Apps, Custom Objects

Sales CloudLeads &

CampaignsOpportunities &

Quotes

Cases & Solutions

Products

Forecasts

Service CloudEntitlements Service Contracts

Knowledge

Agent Console 2.0

Licenses

Force.com Sites

Salesforce Licenses

For “internal” usersFor “internal” users

For “external” usersFor “external” users

Salesforce Licenses

Salesforce Editions

Editions Data Sheet Editions Data Sheet

Editions, Features, and Testing

Determine what features are available in the different editions, use the Online Help.

Test your application in different editions

Test your application with the different licenses

Build Process

Typical ISV Environment Topography

PDE

PDE PDE PDE PDE

Development

TestingTrials

TMO

ISV Operations

LMO

TMOTMO

TMOTMO

PTE

Master

Upload

Install

Install

Leads/Licenses

Typical ISV Environment Topography

PDE

PDE PDE PDE PDE

Development

Testing

TMOTMO

PTE

Master

Upload

Install

Legend:

PDE = Partner Developer Edition

PTE = Partner Test Edition

Legend:

PDE = Partner Developer Edition

PTE = Partner Test Edition

Partner EnvironmentsDevelopment & Testing

Professional Edition and Group Edition test environments also availableProfessional Edition and Group Edition test environments also available

Full List of Partner EnvironmentsFull List of Partner Environments

Create Partner Orgs

Development Tools

Eclipse-based plugin for creating, editing, testing, and deploying Force.com applications

Apache Ant-based tool that extends the development process to include external tools such as the IDE, source control systems, and automated build processes.

http://wiki.developerforce.com/index.php/Force.com_IDE

http://wiki.developerforce.com/index.php/Migration_Tool_Guide

Development Tools

Force.com data loader is a free tool to import & export CSV files. Supports ODBC connections and command line.

Force.com Explorer lets developers browse their Force.com schema, objects, fields, and execute queries.

http://na1.salesforce.com/help/doc/en/salesforce_data_loader.pdf

http://wiki.developerforce.com/index.php/ForceExplorer

But ISVs Also Have Specific Business Needs

How do I protect my intellectual

property?

How do I manage upgrades and versioning ?

What about trials?

How will I market my app?

How will I support my customers?

Build Distribute SupportSellPlan

PackageTesting

Security ReviewAppExchange Listing

App LaunchTrials

ISVforce LifecycleEssential Components to Distribute

Distribute Process

Upgrades

IP Protection

License Management

Support Tools

API Versioning

Namespace

Branding Managed Package

Distribute with Managed PackagesTool of choice for commercial apps

Security Review

Trust is of utmost importance

– Make sure partner applications conform to industry standards

– Customers trust 3rd party apps published on Appexchange

Mandatory for all public apps listed on the Appexchange & OEM

apps

$300 for initial review & $150 each year thereafter

Duration: Approximately 4-6 weeks Initiate the process from the Appexchange Publishing Org

http://wiki.developerforce.com/index.php/Security_Reviewhttp://wiki.developerforce.com/index.php/Security_Review

Security Review Best Practices

During development phase, run the free, self-service Force.com

Code Scanner: http://security.force.com/sourcescanner

For composite applications, register and run the free BURP Tool:

http://security.force.com/webappscanner

Run these free tools during development.

Don’t wait til its too late!

Resources at http://security.force.comResources at http://security.force.com

Distribute: Create a Seamless Customer Experience

Pre-configured trials

Easy distribution via AppExchange or your own website

Manage customer licenses

Know when someone installs your app

Seamless upgrades

Push bug fixes to subscribers

Free Trials Made Easy – Showcase Your App

Free listing

Access to over 2 million subscribers

Enterprise grade security reviews

12,000+ leads/month passed to partners

Host your own signup page to provision free trials

Customize your app and trial experience

Maximize distribution of your app

Run your own marketing campaigns

Your Company Website

License Manage Application (LMA)

Key tool that enables ISVs to sell, license, manage, and

support their customers.

Allows you to apply licensing to your application– Receive notifications when new trials are provisioned

– Track Installations & Used Licenses

– Support Customer Installs

Used by your Sales, Operations, and Support

organizations.

LMA Application on AppexchangeLMA Application on Appexchange

Partner EnvironmentsDistribution

Typical ISV Environment Topography

PDE

PDE PDE PDE PDE

Development

TestingTrials

TMO

ISV Operations

LMO

TMOTMO

TMOTMO

PTE

Master

Upload

Install

Install

Leads/Licenses

Stories from the Field

Ross Belmont

Chief Architect

Building for Force.com: Think iOS, Not Java/.NET

New programming language, APIs and runtime

environment

New UI conventions

New distribution options

New quality assurance processes

There’s a different definition ofwhat makes an app great.

Don’t build this.

Real World Examples of Different Thinking

Data modeling: an Object is not a Table

A user interface that fits with Salesforce

First Example: Data Modeling

Declarative

Simplicity + Speed Control + Flexibility

Programmatic

ApplicationsTabs

Page LayoutsRecord Types

FormulasValidation Rules

Workflow & Approvals

ObjectsFields

Relationships

Visualforce PagesForce.com Sites

Visualforce ControllersApex

Web Services API

Web Services APIMetadata API

User Interface

Business Logic

Data Model

Relational Object

ArticlesArticle Category

???

Defining the “Articles” Object

Categories: An Inherent Attribute

Complex Attributes Are Handled Intelligently

Second Example: UI That Fits

Declarative

Simplicity + Speed Control + Flexibility

Programmatic

ApplicationsTabs

Page LayoutsRecord Types

FormulasValidation Rules

Workflow & Approvals

ObjectsFields

Relationships

Visualforce PagesForce.com Sites

Visualforce ControllersApex

Web Services API

Web Services APIMetadata API

User Interface

Business Logic

Data Model

Reduce Friction For Your Users

Plan More for Non-Development Tasks

PDOs Help, Then Roll Off

How Do We Get Started?

Initial conversation with PDO– Communicate the vision for the app

– Meet with the team and understand roles

Possible further meetings to discuss requirements

PDO evaluates platform fit and helps build plan to move

forward– Initial high-level solution architecture

– Validate concepts and design ideas

– Plan for upcoming technical and non-technical work

Build & Distribute Process Overview

Build & Distribute Best Practices

Organize an experienced, well-trained Force.com team

Plan your app– Identify what Force.com features and tools you will use to

architect your app

– Identify what licenses are required

– Identify what editions are required

Test, Test, and Test

Prepare and Plan for the Security Review

Recommended DF11 Sessions Playbook Modules 4 & 5

– Tuesday, 5-6pm

Deep-Dive: Architecting & Designing Your Force.com Commercial

Application– Thursday, 2-3pm

Deep-Dive: Distributing & Licensing Your Force.com Commercial

Application– Thursday, 330pm-430pm

Deep-Dive: Managing & Supporting Your App– Friday, 830am-930am

ISVForce Roadmap – What’s new for ISVs?– Friday, 10-11am

Got a Question? Talk to an Expert!

ISV Tech Room for technical deep dives

Marriott, Sierra Suite, Room H (5th Floor)

Hours of operation:

Wed, Aug 31: 11am – 5pm

Thu, Sept 1: 11am – 4:30pm

Fri, Sept 2: 8:30am – 12pm

Partner Lounge for general questions

Moscone North, Expo Hall, Booth #120

ISVforce Demo Pod

Open during exhibition hours

Watch your inbox at the end of each day for an email from our survey partner, Alliance Tech.

Click on the personalized link to be directed to the survey page for the sessions you attended.

How Could Dreamforce Be Even Better? Tell Us!

Every session survey you submit is a chance to win

an iPad 2!