Introduction to the AAARRRP devrel strategy framework

In this talk from DevRelCon London 2016, Phil Leggetter describes his AAARRRP framework for developer relations strategy.


  • What is the AAARRRP, developer relations framework

  • The basic steps to use that framework

  • Dave McClure’s AARRR pirate metricsAcquisition

    • Activation

    • Retention.

    • Referral.

    • Revenue.

  • A..AARRR..P

    • Awareness

    • AARRR

    • Product

  • Using AAARRRP

    • Define your goals

    • Identify the activities to achieve those goals.

    • Plan to execute.

  • Steps

    • Define your goals

      • Mapping of the goals that your company has to the activities that you should undertake to achieve those.

    • Define activities to meet your goals

      • Look at the activities, what activities will achieve those goals and how can you undertake them?

    • Planning the execution -- finding activities that help meet more than one goal.

    • Complimentary activities

      • Can you find the complementary nature of one activity meeting more than one goal and feeding into the next?

    • Execute

      • Really just taking the output of that and taking the resources, your thoughts about team well-being


Dave McClure’s AARRR pirate metrics

  • Acquisition

    • What these specifically mean will vary depending on what you’re doing and the company you’re working for.

  • Activation?

    • Using your product

    • Making that first API call or making a number of API calls that you deem as being activated.

  • Retention.

    • Can you keep them on the product?

    • Are they making a few calls and they’re never coming back?

  • Referral.

    • Do you get enough people using your product and it’s so good that they start to invite other people to it?

    • Do you have a referral mechanism?

  • Revenue.

    • You need to get paid. So, it is an obvious metric.



  • Raising awareness about your product

  • Not pushing folks to sign up but letting them know that you exist.


  • Building the libraries

  • Writing documentation

  • Providing feedback on the product.


  • Define your goals

    • So, do I want to acquire new users?

    • Do I want to activate users?

    • Do I want to get users to refer?

    • Do I want product feedback?

  • Identify the activities to achieve those goals.

  • Plan to execute.

    • Framework itself doesn’t talk about how you plan your execution.

    • You need to take the output of this and ultimately take in a number of other factors.


  • Define your goals with AAARRP

  • Define activities to meet your goals

    • Identify what the activities are that achieve goals.

    • Can you find these activities that meet more than one goal?

    • That’s a good way of utilizing your time well.

    • And can you find complementary activities, something that feeds into the next?

  • Planning the execution -- finding activities that help meet more than one goal.

    • Some weighting.

    • Need to put some additional effort into certain things such as documentation, so we’ve added a weighting column.

  • Complimentary activities

    • Can you find complementary activities?

    • An efficiency measure

    • It’s a natural flow in how you work.

    • “If we can improve the product and then we can create content demonstrating about how we can improve the product”

    • We can define how we attempt our developer relations, strategy and then do a talk on it, it naturally feeds into the next thing.

    • So, we’re creating content. And in creating the content, we increase awareness.

  • Execute

    • Guided by your company and team’s values.

    • Team headcount.

    • Budgets.

    • Team well beings

      • Managing Burnouts

      • Taking feedbacks

      • Communication

    • Evangelism Or Advocacy

    • Team member responsibilities

The DevRelOMeter

  • You look at the activities that you’re doing and it defines the type of work you’re doing. Whether you’re an evangelist or an advocate.

  • Advocacy is a two-way conversation between the customers and the product and engineering teams.

  • Evangelist is more you’re given the product as the first customer, and then you take that to market, the developer market.

Team member responsibilities

  • Many organizations group their teams and the activities that they do by function.

    • Building products, writing documentation, doing API tools, SDKs and libraries. Community, -- startup or general community activities.

  • Developer relations point of view, you probably sit in the outreach marketing.

  • As creative individuals -- It’s very difficult to pigeon into doing just one function.

  • Allow individuals to work from end to end, through involvement in the product, involvement in documentation, the API tools libraries, community involvement and outreach.

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