Ramiro Berrelleza, Founder and CEO @ Okteto, shares how his company transitioned from an open-source project to a category-creating commercial product and repeatable sales model. He reveals the benefits & opportunities of open source and the potential for community buy-in. Plus strategies for creating a repeatable sales model, how open source projects can guide early-stage decisions, when to begin identifying / building customer personas, prioritization strategies for engineering resources, and recommendations for early-stage hiring, especially for your first marketing hire.

ABOUT RAMIRO BERRELLEZA

Ramiro Berrelleza is the CEO and Co-founder of Okteto, the leading platform for Development Experience Automation. With over 20 years of experience in engineering, Ramiro is a seasoned professional with a passion for building developer tooling.

A visionary, Ramiro is always looking for ways to improve the software development process. He firmly believes that building modern applications is a team sport and understands the importance of removing friction from the development process. He is also a passionate advocate for building a more inclusive tech industry. With Ramiro at the helm, Okteto is well-positioned to continue to grow and shape the way companies architect development experience for their teams.

"Once you're building something commercial, the person that buys your product is not the same person that's gonna use your product and is not the same person that's gonna approve the purchase for your product. So that's already something that when it comes to distribution, when it comes to how you price it, when it comes to like how you talk about the product, that's one of the earliest things that you have to understand because if you don't understand this then you're going to start hitting all these walls.”

- Ramiro Berrelleza   

SHOW NOTES:

• Ramiro’s founder journey & the origins of Okteto (1:49)
• Why Okteto’s founders started it as an open-source project (4:06)
• The benefits & opportunities of starting as Okteto open source project (6:19)
• Transitioning from open-source to commercial (8:39)
• Embrace the community aspect of open-source (11:30)
• How the open-source community can guide early-day founder decisions (13:17)
• Ramiro’s method for identifying Okteto’s personas & its impact on GTM strategy (16:08)
• Using personas to determine what your product is lacking & how to package it (19:04)
• Building a product with the developer persona in mind (21:32)
• Which stage of the founder journey is best for identifying personas (24:30)
• How to prioritize engineering resources in the org’s early days (27:08)
• The importance of shipping a complete experience (29:39)
• Ramiro’s thoughts on the sequence of early-stage hiring (31:58)
• Qualities to look for in your first marketing hire (34:46)
• Tips for hiring someone who is transitioning from big tech to a startup (37:15)
• Why it’s worth hiring folks who can pull their own weight (39:28)
• Rapid fire questions (41:59)

LINKS AND RESOURCES

• The Founders' Paradox - Aishwarya Khan Bhaduri’s book that shines a light on the illusion of progressiveness, the daunting challenges of exploitation, and the cutthroat competition that defines the start-up landscape.

This episode wouldn’t have been possible without the help of our incredible production team:

Patrick Gallagher - Producer & Co-Host

Jerry Li - Co-Host

Noah Olberding - Associate Producer, Audio & Video Editor https://www.linkedin.com/in/noah-olberding/

Dan Overheim - Audio Engineer, Dan’s also an avid 3D printer - https://www.bnd3d.com/

Ellie Coggins Angus - Copywriter, Check out her other work at https://elliecoggins.com/about/