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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
Example of Goals using AAARRRP
  • 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?
Sorts things that are going to help us achieve those goals.
  • 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.