10 Pro Tips for Scaling Your Startup from 0-10M Users
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The document discusses 10 tips for startups and developers to scale their applications from 0 to 10 million users on AWS. It provides examples of startups like Airbnb and Foursquare that were able to scale significantly using AWS services for computing, storage, databases, analytics and more. The tips include using AWS services to solve problems instead of doing it yourself, focusing on product over infrastructure, using auto-scaling and reserved instances to optimize costs as user base grows.
10 Pro Tips for Scaling Your Startup from 0-10M Users
- 1. AWS Cloud Kata for Start-Ups and Developers Hong Kong 10 Pro Tips for scaling your startup from 0-10M users Pieter Kemps Head of Startup & VC, Asia @P_Kemps
- 2. “Amazon Web Services is probably the most important thing that has happened to mobile and web app developers that the press just misses. Jeff Bezos has accidentally or maybe on purpose powered a whole generation of applications.” Steve Blank
- 3. AWS Cloud Kata for Start-Ups and Developers AWS powering a whole generation of startups
- 4. AWS Cloud Kata for Start-Ups and Developers AWS powering the top Game Developers
- 5. AWS Cloud Kata for Start-Ups and Developers AWS powering Hong Kong
- 6. AWS Cloud Kata for Start-Ups and Developers “Using AWS Cenique was able to roll out a highly scalable IntelliSense analytics platform in to different geographical regions effortlessly” ShyleshKaruvath, CoFounder& CEO
- 7. AWS Cloud Kata for Start-Ups and Developers "AWS helped us accelerate our development and allowed us to go to market on a global basis much faster." MrAlvin Hung, Founder & CEO
- 8. Which Technologies Do Startups Use? An Exploration of AngelListData
- 9. AWS Cloud Kata for Start-Ups and Developers Hong Kong What do these startups like about AWS?
- 10. 1.Backbone of Giants •Level the playing field •Democratize security, Enterprise-grade architectures, and global footprint •10 regions, 26 Availability Zones, 52 Edge locations incl. Hong Kong
- 11. These HK startups … are getting the same… as these companies: DURABILITY SECURITY SCALABILITY RELIABILITY AFFORDABILITY
- 12. 1.Backbone of Giants 2.Developer Centric •AWS is fully focused on developers •Open, flexible, many languages & tools •Many services & rich API •Infrastructure as Code -automate everything
- 14. Develop your Android Apps for Amazon AppStore •Available in HK & China •Go regional: ANZ, ID, MY, SG, VN, TH •Go Global: 234 countries •Amazon has >200m customer credit cards on file •1-Click payment system drives high conversions •Kindle Fire users convert 386% higher than Google (Flurry, Feb 2012) •75% of Android apps work without any need for customization Distribute Monetize Develop
- 15. 1.Backbone of Giants 2.Developer Centric 3.Easy to get Started
- 16. Easy to start with Automated Deployment AWS Elastic Beanstalk
- 17. AWS Cloud Kata for Start-Ups and Developers Hong Kong So when do you get started?
- 19. on DAY 1
- 20. Product Development MVP Time Scale
- 21. Iterative Product Development MVP Time Scale
- 22. Iterative Product Development Time Scale Started: burbn, location-based mobile app. Photo sharing is just one feature Now:re-written as photo app. Sold to FB for 1bn
- 23. Iterative Product Development Time Scale Started: odeo, site to create & share podcasts Now:micro-blogging, 500M users, >10Bn valuation, IPO
- 25. http://www.slideshare.net/gueste94e4c/dropbox-startup-lessons-learned-3836587 Pro Tip #1 Learn early, learn often
- 27. Pro Tip #2 Not launching = Painful Not Learning = Fatal http://www.slideshare.net/gueste94e4c/dropbox-startup-lessons-learned-3836587
- 28. “Code something in a day and release it” AWS Elastic Beanstalk
- 29. Pro Tip #3 “Keep the main thing the main thing” http://www.slideshare.net/gueste94e4c/dropbox-startup-lessons-learned-3836587
- 30. “Fortunately, we spent almost all our effort on making an elegant, simple product that ‘just works’ and making users happy” Drew Houston, Founder, Dropbox
- 31. AWS = building blocks
- 33. Total # AirBnBGuests 9M Up by over 5 million since the beginning of the 2013
- 34. http://aws.amazon.com/solutions/case-studies/airbnb/ Pro Tip #4 Anytime you can use an AWS service to solve a problem, do it so that you don’t have to solve that problem yourself
- 35. API Regions Availability Zones Edge Locations Storage S3 EBS Glacier Storage Gateway Foundation Services Networking VPC DirectConnect ELB Route53 Databases RDS ElastiCache Dynamo RedShift Content Delivery CloudFront Analytics DataPipeline EMR Kinesis EC2 Compute WorkSpaces AWS Global Infrastructure Deployment & Management IAM Federation Identity&Access Monitoring CloudWatch Deployment & Management BeanStalk CloudFormation OpsWork CloudTrail Libraries, SDK’s Web Console Interaction Human Interaction Support Command Line AWS Global Infrastructure Application Services Application Services SES SNS SQS ElasticTranscoder CloudSearch SWF AppStream
- 36. Low-cost, fast development on AWS Time Scale Scenario Small team with initial idea for Mobile app 3 months to get to launch Unknown customer/problem/solution No cash….
- 37. Dev/ Test Environment Time Scale Average Spend $0 p/m
- 38. Amazon EC2 Elastic Load Balancing Elastic Virtual Servers in the cloud Dynamic traffic distribution Amazon Route 53 Availability Zone B Availability Zone A Domain Name System (DNS) web service Amazon RDS Managed relational database service DBA
- 40. http://aws.amazon.com/solutions/case-studies/flipboard Pro Tip #5 Focus less on mySQLadministration, more on scaling out the rest of your services
- 41. Alpha Release Time Scale Average Spend $15 p/m
- 42. Beta Release / MVP Time Scale Average Spend $235 p/m
- 43. Getting to MVP for $250 Time Scale Total Spend to MVP $250 $235 $15 $0 •3 months dev/test/release •Serving Beta customers •Ready for full production and scale
- 44. How do you scale to your 1st10M users?
- 45. 1. Dev & Test 2. Alpha Release 3. Beta Release
- 46. http://aws.amazon.com/solutions/case-studies/flipboard Pro Tip #6 Focus on distributed services and fault tolerant systems from Day 1
- 48. Auto Scaling Actual EC2 Automated scaling ofEC2 capacity
- 49. One of the fastest growing sites in history. Cites AWS for making it possible to handle growth and scale http://highscalability.com/blog/2012/5/21/pinterest-architecture-update-18-million-visitors-10x-growth.html
- 50. EC2 Instance Hours S3 Storage Volume UP 293% UP 1700% •80 millionobjects stored in S3 •410 terabytes of user data •70 master databases •150 EC2 instances in the web tier •90 instances for in-memory caching •35 instances used for internal purposes •Elastic Load Balancing •Elastic MapReduce(Hadoop)
- 51. February 2013 48.7 million users globally Raised $200M (Total = $338M) $2.5B valuation How do we keep costs down as we scale up?
- 52. Pro Tip #7 Use Auto-scaling http://highscalability.com/blog/2012/12/12/pinterest-cut-costs-from-54-to-20-per-hour-by-automatically.html
- 61. Auto-scaling at Pinterest Switch off 40% of resources between peak & off-peak automatically
- 62. Pro Tip #8 Use “Reserved Instances” http://highscalability.com/blog/2012/12/12/pinterest-cut-costs-from-54-to-20-per-hour-by-automatically.html
- 63. AWS offers multiple purchasing models On-Demand Pay for compute capacity by the hour with no long-term commitments For spiky workloads, or to define needs Reserved Make a low, one-time payment and receive a significant discount on the hourly charge For committed utilization Spot Bid for unused capacity, charged at a Spot Price which fluctuates based on supply and demand For time-insensitive or transient workloads Free Tier Get Started on AWS with free usage & no commitment For POCs and getting started
- 64. •Auto-scaling–automated shut down of 40% of instances off-peak •Reserved Instances –to save on EC2 for base workload Savings/h: 71%
- 66. Production 1.0 Architecture Well-designed, 2 Tier architecture Highly Available due to Multiple Availability Zone Load Balancing & Auto-Scaling for full scalability Fully managed Database included Capable of serving >10K-100Ks users BUT…
- 67. Production 1.0 Architecture Wasted server capacity for static content Reliability and durability are not yet optimal End-user experience could be improved thru offloading & caching
- 68. Let’s add Simple Storage Service (S3) & CloudFront to optimize the end-user experience Amazon S3 Images Videos Files Binaries Snapshots Internet scale storage via API Amazon CloudFront distribute content globally
- 70. Production 1.2 Architecture Well-designed, 2 Tier architecture Highly Available due to Multiple Availability Zone Load Balancing & Auto-Scaling for full scalability Fully managed Database included Static content stored in durable, consistent way Improved end-user experience through CDN Capable of serving >100K-1M+ users BUT…
- 71. Production 1.2 Architecture You are now at scale with lots of data… …and need to optimize customer experience…continuously. But how and where?
- 72. http://nerds.airbnb.com/redshift-performance-cost/ Pro Tip #9 Look into all possible ways to improve product and user experience Hint: this involves lots of analytics behind the scene
- 73. Let’s add Big Data for analytics of web, mobile, gaming, and log data Amazon EMR (Elastic Map Reduce) AWS Data Pipeline Hosted Hadoop framework Move data among AWS services and on-premises data sources Amazon Redshift Petabyte-scale data warehouse service
- 74. Foursquare… Founded in 2009 112M in Venture Capital 33 million users 1.3 million businesses using the service …generates a lot of Data 3.5 billion check-ins 15M+ venues, Terabytes of log data
- 75. Benefits of EMR Ease-of-Use “We have decreased the processing time for urgent data-analysis” Flexibility To deal with changing requirements & dynamically expand reporting clusters Costs “We have reduced our analytics costs by over 50%”
- 77. Production 1.3 Architecture Well-designed, 2 Tier architecture Highly Available due to Multiple Availability Zone Load Balancing & Auto-Scaling for full scalability Static content stored in durable, consistent way Improved end-user experience through CDN Big Data analytics built in for continuous optimization Capable of serving >1m-10M+ users
- 78. http://aws.amazon.com/solutions/case-studies/flipboard Pro Tip #10 Control your costs as your user base grows
- 79. Minimizing Costs while scaling to 100M users
- 80. AWS Cloud Kata for Start-Ups and Developers Hong Kong Thank You Pieter Kemps Head of Startup & VC, Asia @P_Kemps