 Okay, let's start then. You are in the session, move up the value chain and learn how we do it. Thanks for being here. Why we do this talk? Probably you know this guy, Jam. He actually hold a keynote at Drupal Camp London earlier this year and he started the discussion around the question how we make money as Drupal providers and also how we create value with Drupal as a technology and he made a clear statement which is just building websites with Drupal is not enough anymore and amongst other people he mentioned me and my company Netnode as an example on how it's possible to move up the value chain as a Drupal shop and this inspired me to actually share some insights on how we do it and how we moved up the value chain as an agency and I highly recommend to check the YouTube video. The talk is online. It's very inspiring. It's also inspiring on how you could prepare your moustache for next time. Okay, so who are we? I'm Lukas. I'm a founder of Netnode and this is Michi, senior digital consultant and we are a digital agency from Lucerne Switzerland and we are doing digital projects. We actually help organizations doing digital business and we offer everything from consulting to the final product and also ongoing support and of course, yes, we use Drupal a lot. We started to adopt Drupal since version five. So what I want to point out in this session are three points. The first point is the world became digital and everyone is confused. That's one point. The second point is how we Netnode moved up the value chain and also how we actually do the digital projects today. But before we dig into the details, I want to know a little bit more about you and who's in the audience. I have three questions. So who of you is making money with delivering consulting, like digital consulting? Please raise your hands. Okay, couple. And who's actually making money with delivering Drupal code? So obviously most of you. And the last one is hands up who is happy with your current project delivery process. Like who is happy with that? Yeah, some of them. Sorry, you could be better. Okay, cool. So let's start. The world became digital and everyone is confused. In the next couple of slides, I'd like to point out what's happening in a broader sense, like in the whole economy, and why we actually need to adapt and rethink our service model as Drupal shops. So on this slide, you see a timeline showing the history of the four industrial revolutions. Maybe you know that. The first one is the first industrial revolution was triggered by the invention of steam power. Second was triggered by the invention of electricity. The third one was triggered by the invention of electronics. And now the fourth one, where we are in, was triggered by the invention of information technology, and of course, the Internet. I mean, this is common sense probably. What we forget is what you see on the very right. So with every industrial revolution, the complexity grew. So every organization needed to adapt and update and find new ways to manage the existing complexity and also the new one. So I will give you two examples now that illustrates this. The first one, in this picture, you see a timeline between 1990, let's say pre-Internet and 2013. And you see that within around 25 years, the channels or marketing channels actually exploded. So back in the 90s, the amount of channels was relatively clear, easy to use, whereas today we have to think about a lot of stuff like CMS technology, webinars, virtual reality, Google AdWords and all that stuff. And also we have to deal with higher user expectations. So the user wants fancy storytelling. They also want 24-7 access in a customer portal, for example. And also they want same-day delivery from an e-commerce store. So that's crazy complex today, right? So if you compare it to the 90s. Another interesting example are the infographics by Chief Martek. I'm not sure if you know that, but Chief Martek is releasing, it's a blog. They release every year a new edition of their marketing technology landscape. It's like a poster. And they list all the technology software, which is relevant out there on the slide. And you see, they started the first one in 2011, and they listed 150 tools. And today they list over 5000 tools. So within a couple of years, the whole market exploded. And it came very, very complex today. And by the way, there is also a Drupal on the map. Just one with the technology on it. So today's organizations not only need to update marketing and sales, they also need to transform every process within the organization. It includes supply chain management, HR, customer relation management, and also manufacturing. So in general, this update is called digital transformation. Yes. And but what we sometimes forget is that every small and medium-sized and enterprise company actually is actually challenged by this. And in Europe, these are 21 million companies that are actually in this process now. And from my experience, a lot of companies, organizations, struggle to do that. So what are these 21 million companies do today? They are looking for help. For help. And my question is, who's going to help them? Who's actually the partner for digital transformation? And who's going to help them transform marketing and sales? Who's going to help them to transform customer experience? Business process, et cetera. And also, who's going to help them build a website? Is it the branding agency or marketing agency? Or is it the Drupal shop? Or is it maybe even Squarespace or Wix or Jimbo? Or is it Google, Facebook? I tell you who's going to help. It's the digital agency. I see a lot of potential, a lot of business opportunity for digital agencies who are able to serve three core services and includes design consulting, business consulting, and tech. And if you cover all of them, you can provide very holistic solutions and you can truly innovate. So this is the sweet spot in the center. And traditionally, Drupal development jobs are very strong in tech, which I guess is not enough anymore. And this is exactly the shift when I say move up the value chain. And to make it very clear, you can deliver value as a technology provider. In this case, the value you provide is functional code. It's delivering code with Drupal. And we as NetNow decided a couple of years ago that we slightly shift the way we approach customers. Today, we see us as a partner for digital transformation. In this case, the value we provide is solving business problems. And yes, Drupal is still an important part of it. And I mean, you can ask yourself if you are delivering technology or if you are a partner for digital transformation. So that was my part for the moment. And now Michi will explain you how we actually do that. Yeah, as you can see, our process exists in seven phases. In the first phase is discover. Here we ask a lot of questions. We ask our customer, what is your business goal? Or what do you want? Or why do you want a new website? Most of the time, we get the answer. We need more traffic on the website or the website should be responsive or we need a more modern look, my favorite answer. But you know, these are not goals. In the discover phase, two fundamental questions must be answered. The first is, what is the business goal? And the second, what is the need and the pain of the end user? That's two fundamental questions. To find the answers, we do research and workshops with the customer. In the workshops, we combine design thinking methods and bring in our digital expertise. As the agency, we challenge our clients to rethink what is possible. We work with various tools and activities in the discover phase. For example, we create personas, user interviews, risk analysis, stakeholder interviews, paper and pencil prototypes, as well as first technical architectures. All findings are stored in a wiki. We use here confluence. And the most important thing is the view that all the stakeholders has access to the wiki. The second step is called the define phase. In this phase, all the technical requirements and functions are worked out. We create a side map, define content types, include all the fields of the content types, the URL concept and of course, we create a first wireframe of the website. Very important. Usually, this is an iterative process and we create multiple versions of all the deliverables. Very important here is the presentation of the wireframes to the customer or to the stakeholders. During this phase, the two fundamental questions from the discover is always repeated. The customer must know the answer. As tools and activities in the define, we use side maps, wireframes, featured list, user stories and brand-styled guide. And of course, something more details. Also, all the findings are stored in a wiki and also the stakeholder has access to the wiki. It's very important for the whole process. And then, very important, at the end of this process, we can create a detailed offer for the next steps because here we know all the functions and things we want to work. Then the third phase is design. As a basis for the design, we use the wireframes we created in the define. Actually, nothing special, we just design. I think Morten is not in the room. For the customer presentation, we use InVision. Mainly, the customer can see the design in the browser and not in the presentation tool like this or PowerPoint. Within InVision, we also build simple and clickable prototypes. And now the fourth phase, deliver. In deliver, we are finally going for the developers. After all, the use stories and tasks have been created. Our sprints usually have a length of two or four weeks mostly. Our main tools in the delivering phase are Gira and Confluence. Also here, the customer has access to all the tools. But here, be aware, the customer can also read your comments and notes in the tools so write your opinion about the customer better in a Slack channel or talk only about with your colleagues. Do not write. Of course, regular states meetings we have, it's called Sure Fix. Take place with the customer. At the end of the sprints, we plan the next like other HR methods. Then finally, after long days of the developments, we stand before Go Live. This phase is called Distribute. The new solution, the new project will put online and here we work with some different checklists. Everything is checked again. We checked if all navigation points have been translated, the URL concept, the settings of the DNS and much more. In the most cases, just before Go Live, end user training is also taking place, of course. In the Distribute phase, we do a final or a last project meeting. We again take the two fundamental questions and answer and prove if the final product fulfills the business goal. I think also here it's very important. Finally, but not last, we are live and now the work starts. The maintain phase. Drupal core and module updates are released every Thursday. We monitor all our projects and if necessary, we will update as soon as possible. Nothing special, of course, but a lot of work. Now in the last phase, measure and grow. The goal is to see that the set goals are achieved. This can be more leads and sales, less supports, process improvements, et cetera. Our goal is, of course, to have a happy and satisfied customer over a long time. If the customer is happy, my boss Lucas is also happy. And as you know, with an existing user, you made easier profit than with a new user. Measure and grow is all about ongoing optimization. We believe the measure and grow is one of the most important phases at all because we can learn and improve in almost real time. This one decides whether the customer remains a customer for a long time or not. The tools at this stage are well known to all Google Analytics, Google Data Studio, MailChimp, Hotjar, HubSpot or, of course, OpenInbound. OpenInbound is our self-made inbound marketing tool based on Drupal. If you want more to know about OpenInbound, visit openinbound.com. Yeah, we use these seven phases in all our projects and help to achieve a high level of customer integration, of customer satisfaction. What we have noticed in all the years is that the customer wants to be guided. So please note, the customer is the king, but you are the boss, you know the right way, not the customer. So what are the key concepts of our project process? First, we have a focus for a holistic process around digital transformation. We don't build only website, we don't build only fancy website. Second point, we have a combination of design thinking, lean thinking and agile methods. We don't use only crumb, we take the best of all methods. Third, we always set the focus on the two fundamental questions, what is the business goal and what is the need and the pain of the end user. This means we are solving the business goals from the customer, but we have also the focus on the end user. It's very important, the end user. Okay, this is how we do it. The big question is as an H&E, how do we sell that? I mean, how do we sell digital transformation? Selling a website is probably easier than selling digital transformation and I have a solution for that and it's actually evaluating the client's digital maturity and I really like this slide. It shows five stages, the five stages of digital maturity. On the very left you have the digital resistor and on the very right you have the digital disruptor and every stage has certain requirements and if you meet the requirements, your digital maturity is basically higher. For example, you could talk to your client and say, well, okay, you have a nice website, cool, but you're missing out this and this and this, so let's do a project to fix that and then you are in a higher digital majority, very simple concept, but this is very powerful because then you are talking on a strategic level and not on features or something and also as a digital agency, you can show a clear path on how you actually create value for them because it's a shift to a higher majority. Also, you can propose a set of activities and these activities are always related to digital maturity as I said and to a certain business goals. So to wrap up everything, four points, the world became digital and everyone is confused and I guess the world will become even more complex and confusing. As Drupal focused companies, we need a new mindset, just delivering technology is not enough. We are partners for digital transformation. Number three, rethink your project process. We shared our approach, which is a combination of design thinking, lean and agile and last, number four, think about how you sell digital transformation. You can create value when you help your client to reach a higher digital majority. Yeah, that was our presentation. Thanks for listening and I'm curious now, what do you think? Yeah, so a net note, one person is responsible for the maintenance and we have yearly contracts and then we just do the updates. Very simple. So let me go back. It's a proper, let's say, consulting and focusing on business value, that's one thing and also the feedback going back, so combining, measuring, grow and and like proper consulting. Yeah, so I mean, as we tried to point out, it's really about asking what's the real business goal behind and shifting, just talking about one website, one solution to actually have a broader view and what do we actually move if we create this solution. Yeah, and it's interesting if you, I mean, I followed a lot of sessions here and usually we are very focused in the Drupal world. We are very focused on the technical part and yeah. Yeah, I mean, a discover phase can be very short. We always do discover. Sometimes it's just the day, sometimes it's 20 days and yeah, this is what we show to the client from the very beginning. Second, sell the discovery. Yeah, of course, I mean, people come to us because they probably want the Drupal side or they want like a newsletter integration for their solution or online marketing conception over there. It's very diverse. I mean, it's just like digital, anything digital. Yeah, so yeah, I mean, it's also what I tried to point out with this. Yeah, it's also what's interesting. Lots of people come to us and they say, okay, we want something very cool in the digital disruptor thing. And I say, you are not ready for that. I mean, we can do that, but you will lose money, right? We could build an expensive Drupal project. It's good for the agency or for us, but it doesn't do anything in the end. Yeah, digital majority, you can look it up on Google. It's known since years. And but it's I think not very, very common in the Drupal like let's say ecosystem. Yeah, so it's interesting. I don't know if it's for you, if a client approach you actually he doesn't care about the technology in the end, you could offer actually you could offer another tool. I mean, in the end, we know Drupal very well and that's why we can also develop good solution and we can do it quickly. And of course, Drupal has lots of advantages. I mean, the main advantage is its flexibility and also like innovation rate. I mean, you have a module for almost everything. We have a framework we can do proper web applications. And so we, yeah, what was the second part of the question? Yeah. Yeah, it's actually true. And it's also part of this shift that we say Drupal is not the main differentiator for us. Of course, it has its use cases where it's very powerful. Yeah. I mean, we also suggest Squarespace in certain cases. If you need a small website, use Squarespace. Drupal is the wrong tool. Yeah. So you were talking about KPIs and when do you Yeah, that's very hard. I mean, it's also if you have, so we actually differentiate our clients into digital ready clients and digital beginners, right? And we have digital ready clients. We can talk about KPIs. And if we have digital beginners, then we know already what we're going to tell them later, but they, they don't know. I mean, it's, yeah. And there, yeah, I mean, it's, it really depends on the project. I mean, it could be conversion rate optimization or it could be reduction of support requests or whatever. But actually, the, the, I wrote the blog post about that. It's in German. I have a list of all the, sorry. Okay. So yeah, I made a list about 25 main optimization tactics. And yeah. Any other question or comment? I mean, really curious what you think. Yeah. The business goal we mentioned before, what's the business goal? So we are around here anyway. So if you want to chat, thank you for being here.