From our APAC Startup Webinar Series. Presented by Pieter Kemps.

1. Startups on AWS:
Running Lean & Scaling Fast
Pieter Kemps
Business Development
Startups & Venture Capital

2. You begin your Startup in a garage…

3. …and build a fantastic app

4. people love it!

5. and everyone wants to use it…
Now what?!

6. Which company…
…grew to 14million users in just over a year
…reached 150million photos & terabytes of data
…signed up 1.0million users in 12 hours after launching an Android app
…over 100million active users in January 2013
…with only 3 engineers?

8. HOW?

10. “Cloud is like a fertilizer that creates
Startups”
Eric Ries, author of NY Times
bestseller “The Lean Startup”
=

11. “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, author of “The Four
Steps to Epiphany”

12. “a whole generation of applications…on AWS”
E-commerce Social Media
Media Sharing SaaS
Gaming
Mobile Apps
Big Data – Hadoop, HPC, etc
Ad hosting and analytics
Storage, backup, and disaster recovery
Life Sciences (sequencing, simulation, etc.)

13. And all these startups…
…”are standing on the shoulders of giants”

14. These Asian startups … are getting the same… as these companies:
DURABILITY
SECURITY
SCALABILITY
RELIABILITY
AFFORDABILITY

15. These Asian startups benefit from AWS… just like these companies:
E-COMMERCE
CONSUMER APPS
GAMING
ENTERPRISE / SaaS
MEDIA

16. Benefits for Startups across the Lifecycle
The AWS Platform
Running Lean & Scaling Fast
What’s Next?
TODAY…

17. Benefits for Startups across the Lifecycle
The AWS Platform
Running Lean & Scaling Fast
What’s Next?

18. 01 02 03 04
idea demo profitabilityscale
How do I
develop fast
and get to
market faster?
How do I
deal with
unpredictable
demand & scale
up easily?
How do I run
lean and
continue to grow
my revenue?

19. Launch your infrastructure in a few clicks so you can Reduce
Time to Market
Pay only what for you use, with no commitment and lock in, so you
can Experiment More at Lower Costs
Leverage SDK’s, libraries, deployment tools and more to achieve
Shorter Development Cycles
Experiment More & Develop Faster

20. aws.amazon.com/code aws.amazon.com/architecture
Code, Libs, SDK’s, Architectures

21. AWS
OpsWorks
AWS
CloudFormation
AWS Elastic
Beanstalk
Web App
Enterprise
App
Database
DevOps framework
for application
lifecycle management
and automation
Templates to deploy &
manage for template-
driven provisioning
Automate resource
management – web
apps made easy
Deployment Tools for Faster Development
DIY /
On Demand
Do it Yourself, on
demand resources:
EC2, S3, customer
AMI’s, etc.
ControlConvenience
Java, .NET, Ruby, PHP,
Python, Node.js

23. “AWS was the clear choice for us. They enabled us to launch our cloud
solution quickly with reliable, uninterrupted, secure service to our customers.”
Jaspreet Singh, Founder & CEO

24. Getting Started = FREE
“AWS Free Usage Tier = more startups. Awesome”
Tweet by Eric Ries
Elastic Compute Cloud (EC2)
Simple Storage Service (S3)
DynamoDB & SimpleDB
Simple Workflow (SWF)
Simple Queue Service (SQS)
Simple Notification Service (SNS)
Relational Database Service (RDS)
CloudWatch
Data Transfer

25. Full Elasticity for Maximum Scalability
Scale to 1000s of servers in minutes
Add billions of objects with Amazon S3
Globally distribute petabytes of data
Select any level of desired throughput
Fully automate the process of scaling up & down

28. “We can add server resources easily when we need. It is very important for us because
we can not predict how many users will play our games. We only have 2 dedicated full-
time infrastructure/operation engineers with so many games released. If we were to go
on premise, we would have had more engineers, and it would have taken more time to
launch the business.”

29. Go global in minutes to reach a global audience
Fast & Easy customer acquisition leveraging AWS content distribution
Application

30. 70:30
Reduce Costs & Grow revenue
Pay only what for you use, with no commitment and lock in, so
No Up-Front Capital Expense
Leveraging our large scale, we have reduced our prices 26 times
in the last years, leading to Low Costs
AWS removes undifferentiated heavy lifting – allowing you to focus
on your business and Generate Revenue

31. Every Day…
AWS adds the equivalent server capacity
to power Amazon when it was a global,
$5.2B enterprise in 2003
2003
$5.2B retail business
7,800 employees
A whole lot of servers…

32. Economies of Scale
Lower variable expense than companies can achieve themselves
Reduced
Prices
More
Customers
More AWS
Usage
More Infra-
structure
Economie
s of Scale
Lower
Costs

33. On-Demand
Pay for compute
capacity by the hour
with no long-term
commitments
For spiky workloads,
or to define needs
Cost Optimization using different purchase models
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

34. • 80 million objects stored in S3 with 410 terabytes of user data
• 150 EC2 instances in the web tier
• 90 instances for in-memory caching
• 35 instances used for internal purposes
• 70 master databases with a parallel set of backup databases in
different regions around the world for redundancy
Pinterest attracted almost 18 million visitors in March, a 50% increase from
February (ComScore). One of the fastest growing sites in the history of the web…

35. • Most traffic happens in the
afternoons and evenings, so
they reduce the number of
instances at night by 40%.
• At peak traffic $52 an hour is
spent on EC2 and at night,
during off peak, the spend is
as little as $15 an hour. The
difference is an amazing 71%

36. Cost optimization through ‘Cost Aware Architecting’
…by using:Reduce Cost of…
Compute
CloudFront for Caching & Offloading
Load Balancing & Auto-Scaling
Storage Storing derivative objects in S3
‘Reduced Redundancy’
Storing objects in S3
Database Read Replicas and/or ElastiCache
Overall Architecture Leverage range of managed services

37. AWS Pricing Philosophy
Pay as you go
Pay less per unit when you use more
Pay even less when you reserve
• Reserved pricing
Pay even less when you architect for cost optimization
• Smart architecting and leveraging AWS managed services
Pay even less as AWS grows
• AWS economies of scale result in continuous price reductions
What does this look like in practice?

38. An example
Enterprise software provider in APAC
Focused on SaaS for storage, security, collaboration, etc.
Backed by leading VC’s in the region
Strong growth – winning customers globally
Focused on profitability & reducing unit costs
Worked closely with the AWS team to optimize its architecture

39. Margin
Growth
-10%
price drop
in S3
-20%
RI purchase
-22%
Migration
Cassandra
to Dynamo
-18%
Price drop in
S3 of 25%
54%
reduction in
unit costs
“Based on a True Story”

40. Benefits for Startups across the Lifecycle
The AWS Platform
Running Lean & Scaling Fast
What’s Next?

41. The AWS Platform
AWS Global Infrastructure
Application Services
Networking
Deployment & Administration
DatabaseStorageCompute

42. AWS Global Infrastructure
9 Regions
25 Availability Zones
39 Edge locations
Continuous Expansion

43. Networking Services
Amazon VPC AWS DirectConnect Amazon Route 53
Availability
Zone B
Availability
Zone A
Private, isolated
section of the AWS
Cloud
Private connectivity
between AWS and your
datacenter
Domain Name System
(DNS) web service.
Amazon CloudFront
Distribute content
globally

44. Compute Services
Amazon EC2 Auto Scaling
Elastic Load
Balancing
Actual
EC2
Elastic Virtual servers
in the cloud
Dynamic traffic
distribution
Automated scaling
of EC2 capacity

45. Storage Services
Amazon EBS
EB
S
Block storage for use
with Amazon EC2
Amazon S3
Images
Videos
Files
Binaries
Snapshots
Internet scale
storage via API
AWS Storage Gateway
S3,
Glacier
Integrates on-premises
IT and AWS storage
Amazon Glacier
Images
Videos
Files
Binaries
Snapshots
Storage for archiving
and backup

46. Database Services
Amazon RDS Amazon DynamoDB
Managed relational
database service
Managed NoSQL
database service
DBA
Amazon EastiCache
Managed Database
cashing service

47. Deployment & Administration
Amazon
CloudWatch
AWS Identity &
Access Mgmt
Monitor resources Manage users,
groups &
permissions
Amazon Cloud Search
Simple Queuing Service
Simple Email Service
Simple Notification Service
Simple Workflow Service
Software Developer Kits
…
+ Many Others:

48. Benefits for Startups across the Lifecycle
The AWS Platform
Running Lean & Scaling Fast
What’s Next?

49. HOW?

50. Your application
Your business & what makes you unique
Innovation, not undifferentiated heavy lifting
Spending developer time in the right place
(Deep insight alert: Developer Time = Money)
FOCUS!

51. "Startups are all about focus. AWS enables focus"
Ray Bradford, Kleiner Perkins, Caulfield & Byers

52. Running Lean & Scaling Fast
AWS managed services allow you to focus
This? or this?
Managing your Data
Serving Customers
Big Data
US EMEA APAC
CloudFront
Elastic MapReduce+ +
Amazon RDS

53. Serving Customers
Why would you need a Content Delivery Network (CDN)?
Low latency data serving (e.g. advertising, gaming)
Log file (e.g. web, gaming, or ad server) processing and analytics
Sentiment analysis (“What are customers saying about my company and
my brand?”)
Large scale Extract-Transform-Load (ETL)
Exploratory and ad hoc analytics
Recommendation and Personalization engines
Multi- and Omni-channel analytics
• Improves customer experience with faster page loads, especially mobile
• SEO benefits: site speed and load times are important to search engine
ranking
– A study by Google showed that every ½ second of page load time dropped customer
traffic by 20%. Google factors in page load times in their quality score
• Makes your site more reliable and scalable
• Provides protection: redundancy across multiple servers/locations
• Reduces costs, by off-loading calls to your compute instance

54. Serving Customers
Amazon CloudFront delivers tangible benefits
Low latency data serving (e.g. advertising, gaming)
Log file (e.g. web, gaming, or ad server) processing and analytics
Sentiment analysis (“What are customers saying about my company and
my brand?”)
Large scale Extract-Transform-Load (ETL)
Exploratory and ad hoc analytics
Recommendation and Personalization engines
Multi- and Omni-channel analytics
• Low latency: Improves content load times
• Redundant: Eliminates single points of failure
• Scalable: Ensure great experience as number of end users grows
• Global: Worldwide network provides great experience globally
• Cost-effective: Pay as you go model with low prices
• High bandwidth: Enables high bit rate HD video and other
bandwidth-heavy applications

55. Amazon CloudFront
Top Startups leverage CloudFront for customer acquisition
Fast Beautiful Photo Sharing
• 100 million Monthly Active Users
• 40 million Photos Per Day
• 1000 Comments Per Second
• Millions of users in Asia
• Terabytes of photos stored on
S3, distributed via CloudFront
Delivering Fun Globally
• 9GAG is the largest fun sharing
community in the world
• 78M monthly visitors, 1.2 billion
monthly page views, 3 engineers
• 500startups, Ycombinator
• Users CloudFront for website
and all content distribution
Reaching the world from Beijing
• Top 10 social game developer on
Facebook and other top SNS
• Grew 1M users to 3M users within
three months.
• Spin up >300 servers globally, all
managed by 1 engineer in Beijing
aws.amazon.com/solutions/case-studies/funplus-game/aws.amazon.com/solutions/case-studies/9gag/

56. Big Data
Typical Big Data use cases
Low latency data serving (e.g. advertising, gaming)
Log file (e.g. web, gaming, or ad server) processing and analytics
Sentiment analysis (“What are customers saying about my company and
my brand?”)
Large scale Extract-Transform-Load (ETL)
Exploratory and ad hoc analytics
Recommendation and Personalization engines
Multi- and Omni-channel analytics
• Low latency data serving: e.g. advertising, gaming
• Log file processing and analytics: e.g. web, mobile, gaming,
or ad server
• Sentiment analysis: social networking, ad serving
• Recommendation and Personalization engines: web apps,
mobile apps, e-commerce

57. Big Data
Multiple managed AWS services for Big Data
Amazon EMR
(Elastic Map Reduce)
Amazon Redshift AWS DynamoDB
• Managed, elastic Hadoop cluster
• Integrates with S3 & DynamoDB
• Leverage Hive & Pig scripts
• Integrates with instance types
such as spot
• Data Warehousing the AWS Way
• Scalable low latency data query
• Rapidly analyze petabytes of data
• 1/10 the cost of traditional DW
• Automated deployment & admin
• Compatible with popular BI tools
• Provisioned throughput NoSQL
database
• Fast, predictable performance
• Fully distributed, fault tolerant
architecture
• Fully managed, zero admin

58. Big Data
AWS Big Data services adopted by Top Startups
Amazon EMR Amazon Redshift AWS DynamoDB
Recommendation Engine
• Runs about 200 EMR jobs per
day, processing 3TB of data
• Saved $55K in upfront hardware
costs and get up and running in a
matter of days not months
• “With AWS, our developers can
now do things they couldn’t before”
Web Analytics
• Comparison between Hive on
Hadoop cluster vs Redshift
• 2 tests: for one, Redshift was 5x
faster, for the other 20x faster
• More impressive was cost saving:
$13.60/hour versus $57/hour.
Redshift is 76% cheaper
Managing Metadata
• Needed a DB engine that can do
12K reads + 12K writes per sec.
• Scalability to deal with 1.2TB /
100GB of metadata per customer
• “…a very smooth experience.
Thank you AWS for a great offering”
https://aws.amazon.com/solutions/case-studies/yelp/ druva.com/blog/2012/05/23/insync-makes-to-aws-dynamodb/http://nerds.airbnb.com/redshift-performance-cost

59. Big Data Benefits of AWS
Benefits of Big Data on AWS
Big Data
Potentially massive datasets
Iterative, experimental style of
data manipulation and analysis
Not a steady-state workload;
peaks and valleys
Time to results is key
• Massive, virtually unlimited capacity – Store and
Analyze GBs, TBs, or PBs of data without
hardware investment
• Iterative, experimental style of infrastructure
deployment/usage
• Low cost experimentation
• Highly efficient with highly variable workloads
• Easy deployment – fully managed services
• Fast – parallel compute clusters

60. Try out DynamoDB – for FREE!
100 MB
of Storage
5 Units
of Write
Capacity
10 Units
of Read
Capacity

61. Amazon Relational Database Service (RDS)
Database is at the core of every startup:
Low latency data serving (e.g. advertising, gaming)
Log file (e.g. web, gaming, or ad server) processing and analytics
Sentiment analysis (“What are customers saying about my company and
my brand?”)
Large scale Extract-Transform-Load (ETL)
Exploratory and ad hoc analytics
Recommendation and Personalization engines
Multi- and Omni-channel analytics
Web apps
Mobile Apps
Gaming
Media serving / sharing
Social networks
Development and testing
Enterprise apps / SaaS
Etc.

62. “Your users around the world don’t care that
you wrote your own DB”
Mike Krieger, Instagram Cofounder

63. Amazon RDS
Fully managed Relational database service that is simple to
deploy, easy to scale, reliable and cost-effective
Amazon Relational Database Service
(RDS)
Easy to Deployment
Fully Automated
Push Button Scalability

64. Amazon RDS
Tangible benefits for fast scaling startups
• Save up to 60% time managing DBs
• Provision your DB in minutes, enabling rapid time to market
• Migrate easily from existing databases
• Standard administration and management tools
• Automates backup/restore/archival as well as version upgrades &
patches
• Automates database failover and replication

65. Problem:
Outgrew existing IT environment
Solution:
AWS’s elasticity made it easy to respond to
demand peaks and saved money during off
peak times
Business Benefits:
Scaled to handle 10 million visitors per day
Reduced time-to-market and dev time
Amazon RDS
Gaming company scaling to millions of users

66. Problem:
Needed to reduce IT costs and were looking to create a
more flexible and scalable IT environment that can help
server customers across the globe
Solution:
With every request, the application authenticates devices
using RDS, delivers apps and content, and pushes
notifications.
Business Benefits:
Overall by running on AWS, saved $34M in hardware and
maintenance expenses, 85% less than running on-premises
Amazon RDS
Significant savings for Samsung SmartHub

67. Try out Amazon RDS – for FREE!
750hrs
Micro DB
Instance
20 GB
of DB
Storage
20 GB
for Backups,
10MM I/Os

68. Benefits for Startups across the Lifecycle
The AWS Platform
Running Lean & Scaling Fast
What’s Next?

69. Visit aws.amazon.com/startups
3 more Startup webinars:
1. From Idea to MVP on AWS May 7
2. From MVP to Scale on AWS May 21
3. From Scale to Profitability on AWS June 4
Sign up here: aws.amazon.com/apac/startupwebinars
Fill up your feedback form !

70. Questions?
Pieter Kemps
Business Development
Startups & Venture Capital