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2020 Eclipse Cloud Development Tools Marketing Plan

v2020-09

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Contents

Market Situation
Strategy and Goals
Target Audiences
Messaging
Action Plan
Resource Requirements

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Market Situation

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Why ECD Tools Working Group?

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90%

Believe their company will move development entirely to the cloud in the next 3 years.

Moving to the Cloud

66%

Of enterprises are already using containers in development, test or production.

Adopting Containers

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Market Landscape

Currently there is significant market fragmentation on Cloud Native development experiences. https://www.g2crowd.com/categories/integrated-development-environment-ide

Analysts suggest that the market will continue to mature as Microsoft pushes ahead with VS Code Online and Amazon further integrates Cloud9 into their offerings.

https://www.theserverside.com/news/450433105/AWS-Cloud9-IDE-threatens-Microsoft-developer-base

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Growing Number of ECD Tools Projects

Che / Che4z
Orion
Dirigible
Tools for CloudFoundry
Theia

Sprotty
CodeWind
GLSP
EMF.cloud
Open VSX (Q4 2020)

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Strategy and Goals

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ECD Tools Working Group: Mission Statement

Define, promote and implement Web and Cloud-based development tools, and drive the evolution and broad adoption of these tools.

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Strategic Marketing Objectives for 2020

Raise brand awareness for ECD Tools
Drive discoverability and commercial adoption of ECD Tools technologies
Increase Working Group membership
Launch Open VSX marketplace

Raise Awareness

Drive Adoption

Recruit Members

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Target Audiences

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Target Audience and Personas

Primary Target Demographic: Engineering Personas

Software Developers and DevOps Engineers within current and potential adopter and member companies.

Within these audiences we would focus in year 1 on:

North America and EMEA regions
Organizations with large groups of developers
Type of applications being developed

Custom enterprise applications
Cloud-deployed or migrated-to-cloud�

Secondary Target: IT decision makers within potential member organizations

Non-engineer personas focused on reviewing and providing feedback for contributions.
Examples of Persona titles: Product Manager, Product Designer, Development Team Lead.
Big pain felt by IT who supports development teams -- they are eager for solutions
Must appeal to them as the financial and operational gatekeepers

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The software development process involves many people working across various parts of configuration, contribution and review. All of these users work together to advance software projects in their organization.

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Messaging

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Key Messages (Adopters and Members)

Create and expand the portfolio of open source web- and cloud-based development tool projects.
Leverage a community-based governance model that is open to contributions by enterprise adopters and built on vendor-neutral specifications and development processes that enable a beneficial collaboration for all participants.
Build collaboration across the various tools in the ECD portfolio to drive faster, more coordinated enhancements to market.
Ensure compatibility between different solutions and enable integration of available technologies into a seamless cloud-based toolchain.
Avoid vendor lock in by setting open standards, commercial-friendly license models, and open governance
Facilitate community contributions by creating open project structures with a defined contribution process
Provide marketplaces for sharing available solutions and services within the ECD Tools ecosystem

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The Eclipse Cloud Development Tools Working Group (ECD Tools WG) is a vendor-neutral open source collaboration that focuses on defining, promoting and implementing Web and Cloud-based development tools. Primary objectives are:

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Key Messages (WG Members)

Collaborate with industry leaders in the development of common open tool platforms for Cloud IDEs, container management, cloud application deployment, and more.
Participate in defining strategic priorities for ECD Tools.
Gain access to unique insights and market data supporting the ECD Tools roadmap and direction.
Learn best practices to leverage open Cloud Development Tool technologies in order to accelerate product development and improve time-to-revenue.
Help define and build the Open VSX marketplace of VS Code extensions

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Join industry leaders like Ericsson, IBM, Red Hat, and SAP as we define and build the future of Web and cloud development tools. Why join the ECD Working Group?

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Action Plan

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Strategic Marketing Objectives for 2020

Raise brand awareness for ECD Tools
Drive discoverability and commercial adoption of ECD Tools technologies
Increase Working Group membership
Launch Open VSX marketplace

Raise Awareness

Drive Adoption

Recruit Members

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Tactics and Programs

Content

Update ECD web pages to include more complete ECD Member and Adopter pages
Author an ECD Positioning paper
Develop a video content program for members and adopters to share their stories
Build a program to drive traffic to ECD web pages (SEO + PPC)
Commission a survey/research to be used to improve ECD positioning and generate more targeted content

Social and PR

Expand reach by adding LinkedIn, YouTube and other social media channels
Create a social media calendar to highlight ECD milestones and increase engagement
Establish a PR/communications plan
Establish/build support for #ECDtools and other hashtags

Events

Implement ECD webinar series
EclipseCon
Participate in other EF events (J4K, KubeCon, etc.)

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Launch Open VSX Marketplace

Tactics and Programs

Content

Create/migrate Open VSX web pages
Author an Open VSX Positioning paper
Develop video content specifically for Open VSX extensions and marketplace
Build a program to drive traffic to Open VSX pages (SEO + PPC)

Advertising and Branding

Create Open VSX branding package
Review and update messaging and website
Implement a PPC ad campaign

Social and PR

Consider adding separate Open VSX social media channels and hashtags
Create a social media calendar exclusive to Open VSX activities
Establish a PR/communications plan

Events

Create Open VSX specific webinars

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Member Participation

Content

Help us engage your marketing/communications/social teams
Please write blogs (at least 2-3 per member)

Social and PR

Identify and enlist the support of your organization’s Social Media Manager/team to ensure the alignment of social strategies, to amplify ECD messaging, and to maximize social media benefits for your organization.
Use #ECDtools and other WG hashtag whenever relevant in your posts
Provide us with supporting quotes in press releases

Events

Create webinar content focused on use cases, projects, features, etc.

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Key Metrics

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Key Metrics

Metrics	Eclipse Foundation (by Dec 31, ‘20)	Members (by Dec 31, ‘20)
# Blogs	6	20 (assumes min. 4 blogs per strategic members per year)
# of white papers / eBooks	2
# of surveys	1
# end-user use cases	-	5 (assumes 1 end-user use case per member per year*5 strategic members)
# unique visits to website	XXXX/month
# of Marketing Qualified membership leads	XXXX
# social posts from official channels	XXXX/channel	XXXX (assumes XXXX posts per member per year*XXXX strategic members)

For discussion

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Potential Metrics (1 / 3)

Metrics	Targets (by Dec 31, ‘20)
# of website monthly page views
# of website unique monthly visitors

Discovery

Metrics	Targets (by Dec 31, ‘20)
# of Contact us for Membership form submissions
Twitter - % engagement
Twitter - # followers
YouTube - # views

Digital & Social

Metrics	Targets (by Dec 31, ‘20)
# of projects
# of committers
# of contributors
# of project downloads
# of opened issues
# of opened pull requests
# of commercial adopters (self-ID’d)

Participation & Adoption

For discussion

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Potential Metrics (2 / 3)

Metrics	Targets (by Dec 31, ‘20)
# of new members acquired
# of members lost (churn)
End member count

Net Membership Growth

Metrics	Targets (by Dec 31, ‘20)
# of press interviews (esp. with members)
# of media clips (articles & blogs)
# of analyst briefings
# of analyst reports in which WG is covered

PR/AR

Metrics	Targets (by Dec 31, ‘20)
# of WG events (physical & virtual)
# of attendees to WG events (physical & virtual)
# Conferences / Tradeshows
# leads from Conferences / Tradeshows

Community Engagement

For discussion

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Potential Metrics (3 / 3)

Content - Eclipse Foundation

Metrics	Targets (by Dec 31, ‘20)
# of newsletters
# of blogs
# of white papers / eBooks
# of surveys
# of tutorials

Content - Members

Metrics	Targets (by Dec 31, ‘20)
# of end customer reference use cases
# of blogs
# of white papers / eBooks
# of tutorials

For discussion

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Resource Requirements

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Remaining Marketing Program Budget (FY2020)

https://docs.google.com/spreadsheets/d/1KlP3J3ItpLP0_h-kDrfpTCOAvKQBXr1aQOByPjo2Zqg/edit#gid=0

OpenVSX branding	$20,000	Branding/creative development
OpenVSX market launch	$20,000	Advertising, digital marketing, other tactics/deliverables in support of the launch
ECD Tools Advertising	$10,000	Promote ECD Tools and projects, PPC advertising (display, search e.g. Google Ads, Stack Overflow) and social media marketing (Twitter, Facebook, LinkedIn, other)
PR	$10,000	Press release development, distribution and analyst relations for ECD Tools
Virtual events	$ 2,000	Webinar program development and execution
Content creation	$17,000	White papers, case studies, videos, etc.
Web development	$21,000	Contractor for website design & development
Search engine optimization (SEO) consulting	$10,000	Consulting to improve ECD Tools placement in relevant search engine results and drive web traffic to ecdtools.eclipse.org website
Sponsored research	$25,000	Engage analyst to conduct commissioned research on drivers and restraints for adoption of cloud development tools
TOTAL	$135,000

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Thank you!

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ADDITIONAL SLIDES

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