The Business of Community: Strategic Open Source Engagement for Vertical Markets
summary
Red Hat’s vertical community playbook focuses on three pillars — software projects, software foundations, and industry consortia — and five engagement modes: technology‑led, sales‑led, collaboration‑led, network‑led, and thought‑leadership‑led. It stresses customer education for fledgling verticals, funding and maintainers (not just code), measurable but often qualitative ROI, clear exit plans, and the mandatory hire of domain experts who can speak the vertical’s language and embed engineering, sales and marketing for sustained impact.
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chapters (27)
- 0:00Introduction
- 1:13Presentation parameters
- 2:40Traditional vs vertical community engagement
- 4:13Pillars of vertical community engagement
- 4:24Financial Services
- 5:40Software Foundations
- 7:23Industry Consortia
- 8:54Technologyled Engagement
- 10:09Sales Leadership
- 11:36Collaborationled
- 12:29Networkled
- 13:37Thought Leadership
- 16:05Crossfunctional Engagement
- 17:45Success
- 19:39Forging Your Own Community
- 23:12Path to Product
- 24:14Local Market Dynamics
- 27:36You Cannot Do It All
- 29:06Exit Strategy
- 31:41Guidelines
- 32:31Hiring an Effective Resource
- 35:59Understand Your Audience
- 39:14Story Time
- 42:59Confidence in Open Source
- 46:09Longevity of Open Source
- 50:44Measuring ROI
- 54:22Conflicts with communities
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