FD.io Marketing Plan
2021
Established on November 13, 2020 MAC Call
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Tactics
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More Tactics
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FD.io Marketing Plan
2020
202 Readout - How Well Did We do?
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FD.io Marketing Plan
Pro Forma to Discuss with TSC
July 25, 2019
Raison D’etre
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VISION
Become the world’s packet processing data plane
for secure network infrastructure applications
CHALLENGE
Fast and secure movement of internet traffic is based on IP packet processing
Traditional kernel-based packet processing has reached its limit
SOLUTION
FD.io Vector Packet Processing is the future
Up to two orders of magnitude packet processing gain
Easily programmable
Deployable anywhere
Target Audience
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Application Developers
Network Engineers
Eprise / xSP IT Execs
Success Blockers
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Application Developers
Network Engineers
Eprise / xSP IT Execs
Marketing Plan
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Application Developers
“My application performance now screams. My CNF/VNF/NFV is turbocharged and agile.”
Network Architects
“I boosted network speed and agility - fast, easy and for a lot less money.”
IT Executives
“We are strategic - IT infra reacts to changing business needs fast - which drives up our stock.”
What Needs to Change (The Ask)
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Thank You
Questions before we start proposed work...
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BACKGROUND
(some of which now needs to be realigned to the Elevator Pitch)
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Vision (what endgame do we want?)
Become the world’s packet processing data plane
for secure network infrastructure applications.
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Problem (what is the pain?)
Fast and secure movement of internet traffic is based on IP packet processing.
Traditional kernel-based packet processing has reached its limit.
It is too slow, costly, and inflexible for modern needs.
The future of IT automation and intent-based networking requires a quantum leap in data plane speed and agility.
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Solution (what makes the pain go away?)
FD.io’s Vector Packet Processing (VPP) is the future
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Audience (who should care?)
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CTA (when we reach them, what should they do?)
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Blockers (why wouldn’t they just do what we want?)
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Application Developers
Network Architects
IT Executives
Value Prop (what’s in it for them if they act?)
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Application Developers
My application performance screams - and it was transparent for me to do.
Network Architects
I boosted network speed and agility - fast, easy and for a lot less money. I’m a hero.
IT Executives
We are strategic - IT reacts to changing business needs fast - which drives up stock.
Content (what will convince them it is time to act?)
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Application Developers
My application performance screams - and it was transparent for me to do.
Network Architects
I boosted network speed and agility - fast, easy and for a lot less money. I’m a hero.
IT Executives
We are strategic - IT reacts to changing business needs fast - which drives up stock.
Reach (how will we get them to engage?)
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Secure Networking Application Developers
My application performance screams - and it was transparent for me to do.
Network Architects
I boosted network speed and agility - fast, easy and for a lot less money. I’m a hero.
IT Executives
We are strategic - IT reacts to changing business needs fast - which drives up stock.
Timeline (what do we need to do by when?)
1. Web Infra: Move Web from Wordpress to Netlify for faster, easier, less expensive web updates and maint.
2. Content / Campaigns: Marketing campaigns targeted at key constituents with use case stories,webinars, white papers, videos, etc.
3. Events: Industry and grass roots physical presence events to speak, booth, live demo, and press the flesh.
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Phase 1
Phase 2
Phase 3
Phase 4
Phase 5
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Campaign 5
Event 1
Event 2
Event 3
Event 4
Event 5
3Q19
4Q19
1Q20
2Q20
3Q20
Phase n
Campaign n
Event n
4Q20
Budget (what will this cost?)
1. Web Infra: Move Web from Wordpress to Netlify for faster, easier, less expensive web updates and maint.
2. Content / Campaigns: Marketing campaigns targeted at key constituents with use case stories,webinars, white papers, videos, etc.
3. Events: Industry and grass roots physical presence events to speak, booth, live demo, and press the flesh.
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Phase 1
Phase 2
Phase 3
Phase 4
Phase 5
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Campaign 5
Event 1
Event 2
Event 3
Event 4
Event 5
3Q19
4Q19
1Q20
2Q20
3Q20
Phase n
Campaign n
Event n
4Q20
People
Tools
Services
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People
Tools
Services
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People
Tools
Services
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People
Tools
Services
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People
Tools
Services
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People
Tools
Services
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People
Tools
Services
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People
Tools
Services
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People
Tools
Services
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People
Tools
Services
Total
People
Tools
Services
Total
People
Tools
Services
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People
Tools
Services
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People
Tools
Services
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People
Tools
Services
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People
Tools
Services
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People
Tools
Services
Total
People
Tools
Services
Total
People (who can we tap?)
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LFN
Resources bought and paid for by LFN membership dues - but we must explicitly request support.
FD.io Mktg Working Group
These are “free” resources who agree to devote time to specific roles and responsibilities.
Community
These are “free” resources who agree to “chime in ad hoc” to help, but are under no obligation.
Demarc (where is the line between resources?)
1. Web Infra: Move Web from Wordpress to Netlify for faster, easier, less expensive web updates and maint.
2. Content / Campaigns: Marketing campaigns targeted at key constituents with use case stories,webinars, white papers, videos, etc.
3. Events: Industry and grass roots physical presence events to speak, booth, live demo, and press the flesh.
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LF (split time)
FD.io Mktg Working Group
Community
LF (split time)
Community
LF (split time)
Community
FD.io Mktg Working Group
FD.io Mktg Working Group
Results (how do we measure success?)
If we want to be the world’s data plane, success is ultimately measured by commercial deployment.
This appears to be a ways off (more than a year) circa publicly admitted volume deployment.
So for the foreseeable future, results should be focused on awareness and engagement metrics.
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Next Steps
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