Dix conseils pour supporter la croissance de votre Startup de 0 à 10 millions d'utilisateurs

10 Pro Tips for scaling your

startup from 0-10M users

Stephan Hadinger

Sr Mgr, Solutions Architecture

@aws_actus

Amazon.com, 1995

2 PIZZA TEAMS

Consumer Business

> 270million activecustomers accounts

13 countries:Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Netherlands, Spain, United Kingdom

Seller Business IT Infrastructure Business

> 2 million sellers on Amazon websites

Use Amazon technology for your own retail website

Leverage Amazon’s massive fulfillment center network

> 1 million active customers in over 190 countries

Cloud computing infrastructure for hosting web-scale solutions

9 years youngAmazon S3 launched March 14th 2006

“AMAZON WEB SERVICES IS PROBABLY THE MOST

IMPORTANT THING THAT HAS HAPPENED TO MOBILE AND

WEB APP DEVELOPERS THAT THE PRESS JUST MISSES.

- Steve Blank, The Four Steps to the Epiphany - The Startup Owner’s Manual

…JEFF BEZOS HAS ACCIDENTALLY OR MAYBE ON

PURPOSE POWERED A WHOLE GENERATION OF

APPLICATIONS.”

So when do you get

started?

AWS powering a whole generation of startups

on

DAY 1

Product Development

MVP

Time

Scal

e

Iterative Product Development

MVP

Time

Scal

e

Iterative Product Development

MVP

Time

Scal

e

Started: burbn, location-based mobile app. Photo sharing is just one feature

Now: re-written as photo app. Sold to FB for 1bn

AWS powering a whole generation of startups

http://www.slideshare.net/gueste94e4c/dropbox-startup-lessons-learned-3836587

Pro Tip #1Learn early, learn often

Pro Tip #2Not Launching = Painful

Not Learning = Fatal


“Code something in a day and release it”

AWS Elastic Beanstalk

Speed of iterationbeats quality of iteration

11.6s

Mean time between

deployments

(weekday)

1,079

Max number of

deployments in a

single hour

10,000

Mean number of

hosts

simultaneously

receiving a

deployment

30,000

Max number of

hosts

simultaneously

receiving a

deployment

DEPLOYMENTS AT

AMAZON.COM

Pro Tip #3“Keep the main thing the main thing”


“Fortunately, we spent almost all our effort on making an elegant, simple product that

‘just works’ and making users happy”

Drew Houston, Founder, Dropbox

1. Learn early, learn often2. Not Launching = Painful, Not Learning = Fatal3. Keep the main thing the main thing

http://aws.amazon.com/solutions/case-studies/airbnb/

Pro Tip #4Anytime you can use an AWS service to solve a problem, do it

so that you don’t have to solve that problem yourself

Total # AirBnB Guests

9MUp by over 5 million since the beginning of the 2013

AWS = building blocks

AP

I

Regions Availability Zones Edge Locations

Storage

S3 EBS Glacier StorageGateway

Fo

un

dat

ion

Ser

vice

s

Networking

VPC DirectConnect

ELB Route53

Databases

RDS ElastiCacheDynamo RedShift

Content Delivery

CloudFront

Analytics

DataPipelineEMR Kinesis

EC2

Compute

WorkSpaces

AWS Global Infrastructure

Dep

loym

ent

&

Man

agem

ent

IAM Federation

Identity & AccessMonitoring

CloudWatch

Deployment & Management

BeanStalk Cloud

Formation

OpsWork CloudTrail

Libraries, SDK’s

Web Console

Interaction

Human Interaction

Support

Command Line


Ap

plic

atio

nS

ervi

ces

Application Services

SES SNS SQS ElasticTranscoder

CloudSearch SWF AppStream

*Non comprehensive list

AP

I

Regions Availability Zones Edge Locations

Storage

S3 EBS Glacier StorageGateway

Fo

un

dat

ion

Ser

vice

s

Networking

VPC DirectConnect

ELB Route53

Databases

RDS ElastiCacheDynamo RedShift

Content Delivery

CloudFront

Analytics

DataPipelineEMR Kinesis

EC2

Compute

WorkSpaces


Dep

loym

ent

&

Man

agem

ent

IAM Federation

Identity & AccessMonitoring

CloudWatch

Deployment & Management

BeanStalk Cloud

Formation

OpsWork CloudTrail

Libraries, SDK’s

Web Console

Interaction

Human Interaction

Support

Command Line


Ap

plic

atio

nS

ervi

ces

Application Services

SES SNS SQS ElasticTranscoder

CloudSearch SWF AppStream

Low-cost, fast development on AWS

Time

Scal

e

Scenario Small team with initial idea for Mobile app

3 months to get to launchUnknown customer/problem/solution

No cash….

Dev / Test Environment

Time

Scal

e

Average Spend

$0p/m

*Included in AWS Free Tier

Amazon EC2Elastic Load

Balancing

Elastic

Virtual Servers

in the cloud

Dynamic traffic

distribution

Amazon

Route 53

Availability Zone B

Availability Zone A

Domain Name System (DNS) web service

Amazon RDS

Managed relational

database service

DBA

1. Learn early, learn often2. Not Launching = Painful, Not Learning = Fatal3. Keep the main thing the main thing4. Use AWS services to solve problems that you don’t have to solve yourself

http://aws.amazon.com/solutions/case-studies/flipboard

Pro Tip #5Focus less on MySQL administration,

more on scaling out the rest of your services

Alpha Release

Time

Scal

e

Average Spend

$15p/m

Beta Release / MVP

Time

Scal

e

Average Spend

$235p/m

Getting to MVP for $250

Time

Scal

e

$235$15$0

Total Spend to MVP

$250• 3 months dev/test/release • Serving Beta customers• Ready for full production

and scale

1. Dev & Test

2. Alpha Release

3. Beta Release


Pro Tip #6Focus on distributed services and fault tolerant

systems from Day 1

1. Learn early, learn often2. Not Launching = Painful, Not Learning = Fatal3. Keep the main thing the main thing4. Use AWS services to solve problems that you don’t have to solve yourself5. Focus less on MySQL administration, more on the rest of your services6. Focus on distributed services and fault tolerant systems from Day 1

One of the fastest growing sites in history. Cites AWS for making it possible to handle growth and scale

http://highscalability.com/blog/2012/5/21/pinterest-architecture-update-18-million-visitors-10x-growth.html

February 2013

48.7 million users globallyRaised $200M (Total = $338M)

$2.5B valuation

How do we keep costs down as we scale up?

Pro Tip #7Use Auto-scaling

http://highscalability.com/blog/2012/12/12/pinterest-cut-costs-from-54-to-20-per-hour-by-automatically.html

EC2 Instance Hours S3 Storage Volume

UP 293% UP 1700%

• 80 million objects stored in S3

• 410 terabytes of user data

• 70 master databases

• 150 EC2 instances in the web tier

• 90 instances for in-memory caching

• 35 instances used for internal purposes

• Elastic Load Balancing

• Elastic MapReduce (Hadoop)

Auto-scaling at Pinterest

Switch off 40% of resourcesbetween peak & off-peak

automatically

Pro Tip #8Use “Reserved Instances”

http://highscalability.com/blog/2012/12/12/pinterest-cut-costs-from-54-to-20-per-hour-by-automatically.html

AWS offers multiple purchasing models

On-Demand

Pay for compute

capacity by the hour

with no long-term

commitments

For spiky workloads,

or to define needs

Reserved

Make a low, one-time

payment and receive a

significant discount on

the hourly charge

For committed

utilization

Spot

Bid for unused capacity,

charged at a Spot Price

which fluctuates based

on supply and demand

For time-insensitive or

transient workloads

• Auto-scaling – automated shut down of 40% of instances off-peak

• Reserved Instances – to save on EC2 for base workload

Savings: 71%

1. Learn early, learn often2. Not Launching = Painful, Not Learning = Fatal3. Keep the main thing the main thing4. Use AWS services to solve problems that you don’t have to solve yourself5. Focus less on MySQL administration, more on the rest of your services6. Focus on distributed services and fault tolerant systems from Day 17. Use Auto-scaling8. Use “Reserved Instances”

http://aws.amazon.com/solutions/case-studies/supercell/

Pro Tip #9Look into all possible ways to improve

product and user experienceHint: this involves lots of analytics behind the scene

“THANKS TO AMAZON WEB SERVICES, WE CAN DELIGHT OUR PLAYERS WORLDWIDE.”

Sami Yliharju | Services Lead

Let’s addBig Data

for analytics of web, mobile, gaming, and log data

Amazon EMR (Elastic Map Reduce)

Amazon Kinesis

Hosted Hadoop framework

Real-time processing of large, distributed data

streams

Amazon Redshift

Petabyte-scaledata warehouse service


Pro Tip #10Control your costs as your user base grows

Minimizing Costs while scaling to 100M users

1. Learn early, learn often2. Not Launching = Painful, Not Learning = Fatal3. Keep the main thing the main thing4. Use AWS services to solve problems that you don’t have to solve yourself5. Focus less on MySQL administration, more on the rest of your services6. Focus on distributed services and fault tolerant systems from Day 17. Use Auto-scaling8. Use “Reserved Instances”9. Look into all possible ways to improve product and user experience10. Control your costs as your user base grows

Pro Tip #11

Pro Tip #11Have fun, make history

Moving Viadeo to AWS

Julien Simon, Chief Technology Officer

[email protected]

@julsimon

25

China

9

France

Russia

JV 50/50 with local partner,

1m members

Position in high quality professional

profiles

French-speaking countries

in Africa

Ideally positioned organically with strong

momentum

#1 with 3m members

France

Founded in 2005

Market leader, with 9m

members

Very strong ties with local

recruiters

Strong corporate offering,

with 21% of top 1,000

companies recruiting on

Viadeo

Acquired in 2008

#1 with 25m members

Trusted source of professional data in

China

Bringing trust into the professional world

Strong local management team

China

3

Africa

Viadeo

Viadeo in 2015 ?

Our current platform

• Infrastructure : 250 Linux servers hosted in San Francisco, CA

• Backends : MySQL, ElasticSearch, Hbase, Spark, Hadoop

• Service-oriented platform : « Kasper », Java

– CQRS : Command-Query Responsibility Segregation

– ES : Event Sourcing

– DDD : Domain Driven Design

• Web application : « Limbo », Node.js

• Mobile applications : iOS and Android

AWS @ Viadeo : the story so far

• 2011 : file storage (Amazon S3)

• 2012 : Viadeo office flooded! Internal servers destroyed All services rebuilt in AWS in 48h (VPC, EC2)

• 2013 : data processing (Hadoop, Amazon EMR)

• 2014 : more data !

– New analytics infrastructure : Snowplow S3 Redshift (≈ 20 million events / day for starters)

– Content personalization : EMR, Spark

AWS @ Viadeo : the story so far

• Infrastructure live in 3 regions (us-east-1, us-west-2, eu-west-1)

• 4 VPC

• ≈ 100 EC2 instances (half production, half development)

• ≈ 15 TB in Amazon S3

• 2 Amazon Redshift clusters (5 instances each)

• AWS services currently in production at Viadeo :

– Core infra : VPC, Route 53, IAM, S3, CloudFront,

– Instances : Elastic Load Balancing, Elastic Beanstalk, CloudFormation, EC2

– Data storage & processing : RDS, EMR, Redshift

Enter physical infrastructure challenges…

• Improving our agility

– How can we deploy infrastructure as often as we deploy code (i.e. every day)?

– How can we experiment quickly and at (almost) zero cost?

• Optimizing our spend

– How can we avoid CAPEX peaks caused by hardware refresh?

– How do we best adapt spend to traffic and business conditions?

• Implementing a stronger Disaster Recovery plan

– …without building a 2nd DC which we don’t need anyway

• Scaling storage & CPU for data processing

– Do we really need big servers, lots of rack space and lots of power?

– How do we efficiently handle unpredictable workloads?

Why we decided to move everything to AWS

• We want to focus on our real job : building a great service

– No more issues with hardware vendors, no more licensing hell. Ever!

– Experimenting, (re)deploying & scaling are just a few clicks away

– Great ecosystem of SaaS partners running in AWS

• We’ve been using it for a while now and it just works

– AWS CloudFormation is infrastructure as code

– « Time to server » is in minutes, not days

• We’re ready and eager for it : Agile and DevOps are strong Viadeo values

• We want to measure ROI and optimize cost

Our AWS manifesto

• Key objectives : automation, scalability, safety

• Continuous integration & delivery on all layers (infrastructure, instances, applications)

• Infrastructure : deep integration with AWS services for maximum leverage

• Applications : use our current stack for now, unless the benefit/cost ratio of adopting an equivalent AWS service is too good to pass (Redshift)

• Move everything, but no big bang : the move will be gradual plan & build with parallel run in mind (DC + AWS)

Infrastructure as code: done!

Github

CircleCI

Jenkins

Amazon S3

AWS AMIspacker.io

AWSCloudFormation

Puppet codebase, CloudFormation templates

New challenges ;)

• Some performance & cost trade-off in the short term

• Technical debt (aka « guess what’s under the rug? »)

– Layer 7 load balancing rules (*evil*), legacy filers, etc.

– Servers running really old versions of whatever: keep or reinstall?

– Any cruft ignored over the years. Time to clean up!

• Parallel run requires good connectivity AWS DirectConnect

• CloudFront performance not great across regions need a 2nd CDN

• Negotiating early termination of the legacy hosting contract !

Conclusion

• 5 years ago : «Cloud computing? Why?»

• Now : «NO cloud computing? Why?»

• Some good reasons, but mostly really bad ones

• Cloud computing a fashion? I don’t think so.

• Cloud = infrastructure in digital form (like photos, music, movies, money, etc.)

• Using AWS helps Viadeo change every day, by speeding up innovation and delivery

• See you there!

Inscrivez-vous gratuitement à l’adresse :

aws.amazon.com/summits/paris

Dix conseils pour supporter la croissance de votre Startup de 0 à 10 millions d'utilisateurs

Technology

Transcript of Dix conseils pour supporter la croissance de votre Startup de 0 à 10 millions d'utilisateurs