10. Model Evolution
•No $ for sales team? Must sell itself
•Sell itself? Must be low price
•Low $? Must sell 000s of copies
•000s of copies? Must sell globally
•Customer must buy, we can’t sell
sell itself
11. Model Evolution
•No $ for sales team? Must sell itself
•Sell itself? Must be low price
•Low $? Must sell 000s of copies
•000s of copies? Must sell globally
•Customer must buy, we can’t sell
sell itself affordable
12. Model Evolution
•No $ for sales team? Must sell itself
•Sell itself? Must be low price
•Low $? Must sell 000s of copies
•000s of copies? Must sell globally
•Customer must buy, we can’t sell
sell itself affordable global
13. Model Evolution
•No $ for sales team? Must sell itself
•Sell itself? Must be low price
•Low $? Must sell 000s of copies
•000s of copies? Must sell globally
•Customer must buy, we can’t sell
sell itself affordable global open
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27. “One of my housemates just had his first day at Atlassian today, and he
came home talking about how when he arrived his workstation and user accounts
were already ready to go, and he had a desk with a welcome card and some
chocolates. He was really buzzed about working there.
I'm sure there are a lot of people directly and indirectly responsible for that
experience, but I know how this kind of culture tends to start at the top. I just
wanted to say congratulations, because it sounds like you've created the kind of
environment where your staff feel valued from the second they walk in the
door, and want to brag to their friends when they get home.”
Market to your employees
34. The Mission
“Our mission is to build a different kind of software company.
A company that listens to client needs, values innovation in
development and solves customer problems with brilliant simplicity.
Our commitment to legendary service provides consistent, high
quality support for all our customers.”
35. The Mission
“Create useful products people lust after”
49. 1 Start with two 6 Your first idea will fail
2 Needs a business model 7 Long-term thinking
3 Use your own product 8 Know when to switch gears
4 Test everything 9 Build somewhere you want to work
5 Always be marketing 10 Give experiences
High price, high touch sale
Aggressive discounting
High cost / lead
Expensive sales people
~40% prof services revenue
‘Self service’ enterprise software
Straight line business!
Reasonable price, no discount
$1-5k / server
No professional services
Legendary service
Extreme openness
“Cheapware”
Story about being shit scared opening a bank account
We use Confluence, make it available to everyone.
We use Confluence, make it available to everyone.
We use Confluence, make it available to everyone.
We use Confluence, make it available to everyone.
We use Confluence, make it available to everyone.
We use Confluence, make it available to everyone.
We use Confluence, make it available to everyone.
Imperfect information. Not 100% certain
Analysis Paralysis - always incomplete information
Dropped Google Ads
Specific hypothesis:
- needed to be in America. Support, legendary service
- close to customers: Investment banks, once face to face.
Make joke how we’re buying beer today.
Bought beer at the biz of s/w conference.
Zendesk have done all their marketing in the flesh.
Blogging is still huge, but needs to be authentic
JavaPossie.
Hiring 32 people. Starter campaign. Others?
Evan Williams - Pyra Labs (project management s/w) -> Blogger. Odeo (video syndication) -> Twitter
Discuss how we did OrionSupport, and ended up at Oracle. Crappy business, people calling you in the middle of the night.
Our side project: JIRA. Help support customers. Oracle bought the company, we got shut out.
And remember - your first idea will fail. Ours did.
Be cheap for long enough. Then don't be.
Two people in a hotel room. Shared bathrooms $48 / night.
Borrow office space. Got too big. $100 / month. Time to have our own space for culture. Major transport hubs
Shift to SaaS. Big bet for us. CFO asking why spending money on business that is not making money.
Changing our pricing models
Hiring people - at the start, everyone needs to be all-round. Marketing, conferences, write code. Specialists who are great at functions. They cost more.
Tough to bring in management. The good old days. Some people like being generalists. Tough transitions.
Had all engineers doing support, as we grew - they sucked. Formation of support team
We have let over 30 people.
Hard & constructive. Hardest thing you have to do, one of the most important. Trust your gut.
Most of them are doing better than ever.
80% hiring success rate - if you don’t let them go - you end up with a big company.
Biz outgrows. 0-50, 200-2000.
Let a senior person go, everyone shakes their head - why? But then 2 months later, you start finding out - why not earlier?
It all starts with hiring.
First interview - Owen in pub. Slept on floor.
Behavioural interview. 3 hour. Discuss Ted vs Kevin
Become known for our high standards
100 applicants for every job.
Everything on the wiki. Sales numbers, quarterly goals.
1% model - 1% revenue, 1% equity, 1% employee time
Train students, bat habitat, habitat for humanity
5 year bonus is to give people a trip rather than money
Can't afford the black-tie dinner.
Anton a weekend away. First time he worked a weekend.
End of financial year party - slightly off the wall crazy company events.
Archery is simple, but make it a robin hood day - very different.
All the rooms were locked off with tape - projector set up. Everyone told to sit down & wait.
Movie started playing
Split the teams up - team building
Talk about Campaign Monitor’s party.
Talk about taking photos of people in cabs