Architecting for Success: Designing and

Building Your Force.com Commercial App

Developers

Andrew Albert: salesforce.com

David Brooks: salesforce.com

Sarah Whitlock: salesforce.com

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Session Overview

Key Points

Force.com is a trusted application platform for ISVs

building cloud-based applications

Choices made early in the ISV Application Lifecycle can

have implications later on

Understand the impact of your choices

Distribute Sell SupportBuild Brand

Decision Points for Success

What are you building?

Who are you selling to?

?

Branding

Distribution Implications

Licenses & Editions

Architecture Model

Architecture Model

Two Fundamental Architecture Models

Single Org ModelDistributed Org Model

Key Points

The overwhelming majority of ISV apps leverage the

distributed org model.

The single org model is suitable for very specific use

cases.

We will first direct attention to the distributed org model.

Distributed Org Architecture Model

Your Force.com App

(Developer Edition)

Your Customers

(Production orgs)

Install/Deploy your Managed Package using

AppExchange/Trialforce

• Each customer has its own org with app installed

• App distributed via Managed Package

• Upgrades, License Management

• Run multiple apps in customer org

• Development in Developer Edition orgs

What are you building?

Who are you selling to?

?

What are you building?

• Email Marketing, Sales

Compensation, etc.

• Extending Salesforce CRM

• Standard + Custom Objects

• ERP, Accounting, Recruiting,

Project Management, etc.

• No reliance on Salesforce CRM

• Custom Objects

Custom ApplicationCRM Extension

Need Screenshot

+ Logo

?

Who are you selling to?

• Package your app

• Provide your prospect with

an org containing your

package

New Customer?Existing Salesforce

Customer?

?

• Package your app

• Customer installs your

package into their org

Licenses & Editions

Two License Types for Internal Users

User License Description Use

Salesforce CRM license

Full platform access

Custom Objects

Selling app into existing

Salesforce customers

App requires CRM

functionality

Salesforce Platform No CRM functionality

Accounts, Contacts, Documents

Custom Objects

Selling to net-new customer

and/or existing customers

App does not leverage

CRM functionality

• What objects does your app need access to?

• Do you need CRM functionality like campaign, case, or opportunity

management?

Two Licenses Types for External Users

Type License Options Use

High Volume (>100K) Authenticated Sites Marketplace/eCommerce

Millions of authenticated

users

Limited sharing needed

Low Volume (<100K) Customer Portal licenses Supports complex sharing

capabilities and standard

reporting

Less than 100,000 users

• Will your customer’s customers (external users) need access to your app?

• How many external users are expected?

• What kind of sharing is needed between external users?

• What kind of sharing is needed between external users and internal users?

What Editions do you need to support?

• Not all the same features and objects

exist as in EE/UE

• No Workflow, Record Types, Custom

Layouts, Custom Profiles

Enterprise &

Unlimited Edition

Group & Professional

Edition

• Workflow, Page Layouts, Record

Types are available

• Do you want to sell to existing Salesforce customers?

• Do you plan to support Group and Professional Edition?

Support GE/PE & EE/UE with Extensions

Support Optional Features with Dynamic Apex

Scenario: Application needs to handle situations where

features may or may not be enabled

Examples: Multi-currency, Record Types, Apex

Sharing, Territory Management

Solution: Dynamic Apex

– Code inspects and checks if certain objects, fields, or features

are enabled before executing logic

Single Run Time

One Package – Any Customer Org

Apex Detection of Major Functional Selections

Apps Execute in “Enterprise Edition Context”

Contact

Manager

Group

Edition

Professional

Edition

Enterprise

Edition

Unlimited

Edition

Access Based Granular Licensing

Separate Profile Per App

Automate ISV App Installation

Permissions Tied to a License

Multiple Licenses per Package/App

As a West Coast Sales Rep

As a CODA GL Manager

As a Job Sciences Recruiter

As a ServiceMax Field Rep

Coming

Soon!

Branding

Salesforce style or custom UI?

• Integrated feel

• Same customization

• Native reporting

• Seamless user adoption

• Custom user experience

• No predefined expectations

• Self contained app

New CustomerExisting Salesforce

Customer

Example: Standard Page Layouts

Example: Custom UI with Salesforce theme

Example: Custom UI with Custom theme

Three Fundamental UI Options

Standard Page

Layouts

Visualforce

(SFDC Style)

Visualforce

(Custom Style)

Drag-and-Drop

Configuration

Multi-step process (ie

wizards)

Create any UI

Seamless adoption

for existing

Salesforce users

Seamless adoption for

existing Salesforce users

Custom user experience

Easy end-user

customization

Limited end-user

customization of UI

Limited end-user

customization of UI

Dynamic Visualforce & Field SetsSpring ‘11

<!-- Dynamic Binding -->

<apex:repeat value="{!myFieldList}" var="f">

<apex:outputField value="{!account[f]}”/>

</apex:repeat>

Subscriber Editable

Visualforce

Automatically include

customer owned fields

ISV Branding Initiatives

Skinnable Reports/DashboardsProtect our customers from attacks by malicious app developers

Branded LoginEmpower ISVs to brand their entire end user experience from signup to logout

Distribution Implications

Managed PackagesTool of choice for commercial apps

Feature Benefit Implication

Upgrades • Seamless upgrades

• Zero downtime patching of customers

• Built in API versioning support

Many components are

locked once a package

is managed-released.

IP Protection • Obfuscated components: Apex Code,

Custom Settings, Visualforce Components

• Locked components: Visualforce Pages

Certain subscriber

customizations are

limited.

License

Management

• Control how many people access your app

• Manage trial prospects

Support Tools • Package Support Access (GA Spring ‘11)

• Grant Login Access (Pilot Spring ‘11)

• Debug Apex Code in Subscriber

Organizations (Pilot Spring ‘11)

Branding • Branded Trial Experience (Pilot Spring ’11)

Implications of Managed Packages

Limitation Example Implication

Not all components can be

packaged for distribution

Approvals,

Profiles, Data

Post-installation steps may be

required when installing your app

from the AppExchange.

Not all components are

upgradeable

Page Layouts,

Reports,

Dashboards

Developers must account for

subscriber customizations when

planning for upgrades.

Not all sensitive components

are obfuscated

Validation Rules,

Visualforce

Pages, Formulas

Use caution when adding code to

any component you cannot hide in

your app.

Developing Packages for Distribution

bitly.com/package-guide

Single Org Model Overview

Two Fundamental Architecture Models

Single Org ModelDistributed Org Model

Single Org Architecture Model

• Suited for apps that require collaboration

or sharing across external users –

“connecting buyers and sellers”

• App is more of a “service” or website than

an enterprise app

• ISV owns the org

• Users are portal users.

• All customers log into the same org

• No application distribution required

• Development in Sandbox

Single Org Architecture: Primary Concerns

Org scalability

Portal licenses do not add to the following org limits:

– Data Storage

– File Storage

– Daily API calls

Data privacy – Will your customers have issues with

you having full access to their data?

Single Org Architecture: A Good Idea?

The single org model is suitable for very specific use

cases.

Engage a salesforce.com ISV Technical Architect to

discuss design details.

– Talk to your ISV Account Exec to arrange

More?

Declarative MigrationStreamline release management for all Salesforce clouds apps

Change Management Key Initiatives

App Identity ArchitectureInfrastructure for defining Apps and managing their development lifecycle

Metadata CompletenessExpose all platform components through the Metadata API

Metadata for Team DevelopmentSimplify metadata for sharing and continuous integration via a source control system

VMforce and Sites 2

Java Managed Services

Prebuilt Sites with Customization Tools and CMS

Available for use with AppExchange Soon After GA

Sites Your Java

ServicesYour

AppExchange

App

Decision Points for Success

What are you building?

Who are you selling to?

?

Branding

Distribution Implications

Licenses & Editions

Architecture Model

Essential Resources

Developing Packages for Distribution

bitly.com/package-guide

Releasing an Application on Force.com

bitly.com/release-an-app

Q&A – Post to ChatterPlease post Questions

to Chatter in Dreamforce

App!

Architecting for Success: Designing

and Building Your Force.com

Commercial App

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