As a commercial application partner, you've got to consider some important factors before you architect your app. What license types are best for your target audience? How will your app interact with standard Salesforce features and objects? How do you ensure the app can scale to meet the needs of your customers? This session will explore important decisions and best practices for building a commercial grade application on Force.com. This session is primarily intended for product managers and architects

1. Architect & Design Your App for
Commercial Success
Salesforce.com Partner Success
Sarah Whitlock, Salesforce.com, Sr. Director, ISV Technical Evangelism
Warren Chen, Salesforce.com, ISV Technical Evangelist

2. 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 any
litigation, risks associated with completed and any 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-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent
fiscal quarter. These 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.

3. Key Decision Points For Success
Who are Your Customers? What are you building? How to license & distribute?

4. Who are you selling to?
What is your target market?

5. Who are you selling to?
New Users?Existing Salesforce Users?
• Package your app
• Customer installs your package into
their existing org
• Package your app
• Provide your prospect with an
org containing your package
http://www.financialforce.com/

6. What is your target market?
 Large enterprises have
different requirements than
SMB
 Build scale into your
application from the beginning!
 Test for scale before your
customer does
Avoid Growing Pains: Scale Your App for the Enterprise (Room 3016, Monday 5 pm)
> 3000 Employees
501 - 3000
101 - 500
21 - 100
1 - 20

7. What are you selling?
What are you building?

8. CRM
1. SURVEYS
2. CAMPAIGN MGMT
3. EMAIL RESPONSE MGMT
4. SALES PERFORMANCE MGMT
5. MOBILE SALES MGMT
6. LEAD MGMT
7. EVENT MGMT
8. COMPETITIVE INTELLIGENCE
9. CUSTOMER CHAT
10. INCENTIVE MGMT
BACK OFFICE
1. DATA INTEGRATION TOOLS
2. DATA CLEANSING
3. INVOICE MGMT
4. DEMAND PLANNING
5. PRODUCT LIFECYCLE MGMT
6. SUPPLY CHAIN MGMT
7. BUSINESS INTELLIGENCE
8. BIG DATA MGMT
9. PURCHASE ORDER & EXPENSE MGMT
10. PROJECT MGMT
From the May, 2013 Survey of 3,544 Global SFDC Customers
Top Customer Requested Apps

9. Custom ApplicationSales/Service Cloud Extension
• eSignature, Email Marketing etc.
• Extending Sales/Service Cloud
• Standard + Custom Objects
• Project Management, Supply Chain etc.
• No reliance on Sales/Service Cloud
• Custom Objects
What are you selling?

10. • Focus on the end user
• Be disruptive
• Leverage your expertise
➢ What makes you Different!
Build To A New Set Of User Requirements

11. Two Fundamental Architecture Models
Native Composite
ISV Managed Package
Distribution Technologies
trials licensing upgrades support
workflow collaborationanalytics apex
custom objectsaccounts contacts
ISV Managed Package
Distribution Technologies
trials licensing upgrades support
workflow collaborationanalytics apex
custom objectsaccounts contacts
SOAP API
Apex Web Services
Metadata API
Bulk API
REST API
Toolkits
External Services
Data
Logic
Presentation

12. • Runs 100% on force.com
• Multitenant by design
• Managed, scalable, secure services
• Native app building blocks
• Built-in distribution services
Native Architecture

13. • Specialized service not a good fit for force.com
• Large, complex calculations
• Storage-intensive solution
• Phased approach to re-platform on force.com
• Need to integrate with another service
When To Go Composite

14. • Simplicity
• No infrastructure to manage
• Focus 100% on your app
• Multitenancy baked in
• Built-in distribution services
• Seamless integration with Salesfore
and AppExchange apps
• Not suitable for all use cases
DownsideUpside
Native Architecture: Tradeoffs

15. Composite Architecture: Tradeoffs
• Flexibility
• Re-use existing IP
• Leverage existing developer skills and
tool sets
• Complexity
• You have to maintain infrastructure
• Multitenancy not guaranteed
• Distribution services are your responsibility
• Trial experience more challenging
DownsideUpside

16. Scope of Security Review
Native Composite

17. What to build
 Next Generation UX for Your Commercial App: Feed the User (Room 3014, Tuesday 1 pm)
 Emerging Technology: Social & Collaboration Strategies for ISVs (Room 3020, Tuesday 1 pm)
 Mobile for ISVs: How to Develop Mobile Solutions (Room 3014, Tuesday 4 pm)
 Partners Helping Partners: How PDOs Can Help You Build Great Apps (Room 3014, Wednesday 5 pm)
What architecture to use
 Connected Apps: Options to get Your Commercial App to Market (Room 3014, Monday 3:30 pm)
Security review implications
 An Insider’s Guide to Security Review (Room 3014, Wednesday 9 am)

18. How to license & distribute?

19. Every User Needs A License
 Think of the license as a battery
 Not all types power the same features
 Test your app with the expected license type

20. Two License Types For Internal Users
User License Description Use
Salesforce CRM functionality
Full platform access
Custom Objects
Chatter
App requires CRM functionality
Selling app into existing Salesforce
customers
Salesforce Platform No CRM functionality
Accounts, Contacts
Custom Objects
Chatter
App does not leverage CRM functionality
Selling to net-new users and/or existing
Salesforce customers
• What objects does your app need access to?
• Do you need functionality like campaign, case, or opportunity management?

21. Two License Types For External Users
User Licenses Description Use
Customer Community Full Access: Custom Object, Asset, Owned
Cases
Read-only: Account, Contact, Activity, Task
Customer self-service
Collaborative case resolution
White-glove premium support
Partner Community Full Access: Custom Objects, Account,
Contact, Opportunity, Lead, Activity, Task,
Asset, Cases
Read-only: Reports, Dashboard, Campaign
Vendor Collaboration
Partner recruitment and education
Deal management
• Will your customer’s customers (external users) need access to your app?
• If so, what do these users need to do?

22. What Editions do you need to support?
No Workflow, Record Types, Analytics,
Custom Layouts, Custom Profiles, API
Enterprise & Performance EditionGroup & Professional Edition
Workflow, Record Types, Analytics,
Page Layouts, Profiles, API are
available
• Do you want to sell to existing Salesforce customers?
• Do you plan to support Group and Professional Edition?
The Edition determines the features available to the user

23. How do you support various Editions?
Answer: Base Package plus Extension Package
Group & Professional
Edition
Enterprise & Performance
Edition
Base Base Extension+

24. Managed Packages
Trials and
Provisioning
BrandingCustomer
Success
Console
IP Protection Push
Upgrades
A managed package is a collection of all metadata components that
make up your app.

25. Implications of Managed Packages
Limitation Example Implication
Not all components can be
packaged for distribution
Approvals, Profiles,
Data
Post-installation steps may be required
when installing your app from the
AppExchange.
Not all components are
upgradeable
Page Layouts,
Reports,
Dashboards
Developers must account for subscriber
customizations when planning for
upgrades.
Not all sensitive components are
obfuscated
Validation Rules,
Visualforce Pages,
Formulas
Use caution: don’t resort to code just to
obfuscate business logic.
ISV Guide
http://p.force.com/guide

26. License & Distribute
• Distribute & License Your App for Commercial Success (Room 3014, Monday 2 pm)
• Support Your Customers for Commercial Success (Room 3014, Monday 5 pm)
• Manage Your Business with ISV Platform Technologies and the ISV Business Org (Room 3014, Wednesday 12 pm)

27. Key decision points for success
Who are Your Customers? What are you building? How to license & distribute?

28. Sarah Whitlock
Sr. Director, ISV Technical
Evangelism
Warren Chen
ISV Technical Evangelist

29. Ready to Partner with Salesforce.com?
APP Academy: Getting Started as an ISV
Architect & Design Your Commercial App
Design Patterns: ISV Recipes for Success
Connected Apps: Design Options
Interoperability: Combine Forces
Mobile for ISV’s (Part 1): Strategy
Avoid Growing Pains: Scale Your App
Mobile for ISV’s (Part 2): Develop
Next Generation UX for Commercial App
An Insider’s Guide to Security Review
Distribute & License Your App
Manage Your Business. . .
AppExchange Marketing Playbook: Build Your Brand
AppExchange Marketing Playbook: Generate Demand
Driving Sales Success as an ISV Partner
Meet the Power Brokers: VC Panel
Support Your Customers
ISV Roadmap
DF13 ISV Success Sessions
Great sessions for each phase of the partner lifecycle
Build Distribute SupportSellPlan
Follow sessions and join the Partner Success Group on
Emerging Technology:
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- Service Cloud
- Social & Collaboration
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