- The company has hired 6 new people since April and is still hiring for several roles. - Finances are down from Q2 expectations but better than Q4. The goal remains $3M total revenue for 2015. - Several achievements and next steps were outlined for customer success, including experimenting with a "concierge" role and analyzing NPS survey results. - The dev team made some adjustments to create improvement, feature, and epic teams to better focus work. Several releases occurred in Q2 with more planned for Q3. - Marketing and operations updates were provided on the US office and dev team reorganization. Goals for Q3 include reducing churn, improving faster, and keeping customers.

1. All Hands Meeting
Mid July 2015

2. Wow!

3. 6 new people since April

4. ..and we’re hiring!
• One or two CS agents for San Francisco
• One or two Java developers in Berlin
• One more UI developer in Berlin
• One marketing manager in Sydney

5. But!

6. Finance. Not so wow.

7. Customers vs Revenues
$0
$200000
$400000
$600000
$800000
0
150
300
450
600
Q4
‘11
Q1
’12
Q2 Q3
’12
Q4 Q1
‘13
Q2
’13
Q3 Q4 Q1’14 Q2 Q3 Q4 Q1’15 Q2’15
$rev 8k 22k 65k 40k 72k 140k 193k 257k 283k 320k 402k 432k 564k 790k 645k
#cust 7 19 32 50 73 111 145 195 230 285 350 419 445 520 600
Q2 was worse than expected. Better than Q4, but still…

8. MRR growth
Oops. We’ve plateaued before, but still, this sucks

9. Outlook
• Current 52 week window: $2.5m (up from $2.2m)
• $130k collected in 2 weeks of July. $155k in
outstanding invoices - pretty good for summer
• Goal for 2015 remains $3m in total revenue
• Outlook is still good!

10. Customer Success

11. Achievements since last
All Hands
✓Hired and (in the process of) on boarding Andrew
✓Strengthened collaboration between devs and CS
✓NPS insights
✓Customer Success team building time in SF
✓Experiment with ‘concierge role’

12. NPS survey to date
July 15th 2015

13. NPS survey stats

14. NPS – next steps
• Gathering feedback, patterns and insights
• Concentrate on promoters
• getting them on our testimonial page, some extra
nurturing/pampering?!
• After analysis, deciding how to proceed and build it
into the customer lifecycle

17. Base level support/
Automation
Personalised
customer success
Rock star VIP
treatment

18. Concierge Experiment
• Assessing all signups immediately on company-fit
and expected deployment size
• Trying to reach interesting leads asap, helping
them with questions, say “no” right away if bad fit
• Adrienne in charge for now, but we’ll start
spreading the tasks soonish
• Create Deals in Highrise, follow up until won or lost

19. • Too early to say but: 109 companies assessed, 32 called,
20 reached, 9 spoken to AND the ‘results’ are positive!
First insights

20. Not achieved since last
All Hands
• “Real” Customer Success plan outline
• Better CRM – Migration to Highrise?!
• Updating testimonial page – better distribution of
location and industries
• Resources page – Share valuable articles for
prospects and customers

21. Freshdesk – Q2 2015
Q2 2015
Product Info
9%
Others
11%
Administration
10%
Billing Questions
10%
Feature Request
2%
Bug
7%
4 Modules
10%
Invoices/Quotes
41%
Category
# of Tickets
Q2 2015
Invoices/
Quotes 718
Billing
Questions 181
4 Modules 183
Administration 171
Bug 124
Feature
Request 27
Product Info/
Demo Request 163
Other 196
Total 1763
Category
# of Tickets
Q1 2015
# of Tickets
Q2 2015 Change Change %
Invoices/
Quotes 459 718 259 56.4
Billing
Questions 124 181 57 46
4 Modules 174 183 9 5.2
Administration 187 171 -16 -8.6
Bug 98 124 26 26.5
Feature
Request 29 27 -2 -6.9
Product Info/
Demo Request 177 163 -14 -7.9
Other 143 196 53 37.1
Total 1391 1763 372 26.7

22. Discussions and
process adjustments
• Vision, mission and values
• Project handling, knowledge sharing
• 3 big topics a month to discuss
• Establishing goals and allowing for celebrations

23. CS Road Map

24. ‘Real’ Customer Success
• Post purchase communication
• Establishing ideal touch points
• Higher focus on VIPs
• Automation of smaller accounts

25. Newsletter time
• We have enough releases for a newsletter!
• The last one went out last year. Early last year…
• We wanted to think of a new structure

26. US company trip
• Organising lots of client meetings
• Organising lots of fun
• Organising lots of sightseeing
• Organising an event

27. Ongoing projects
• We do need to look at writing case studies
• We do need new videos. At least user directory
and new objectives
• We do need some analytics – celebrations

28. In summary
• Not much ‘shipped’ in Q2
• Important topics touched
• Growing – in every sense

29. Marketing

30. State of the US office

31. Getting there
• We have a signature from the incorporator on a
PDF, still waiting for the actual document to arrive
• Work on the employee handbook is in progress,
awaiting shortened version this week
• Will need lawyer to physically inspect ID
documents

32. Dev Team Update

33. Slightly adjusted subteams
• 3 “stable” teams
• Movement between teams is fine (not all at once)
• Complementing goals, complementing staff

34. Improvements Team
• Focus on smaller tasks (1h to 3w)
• Extend existing features, improve UI and UX
• Emergency fixes
• Biggest bang for the buck
• Shield the other teams from interruptions

35. Feature Team
• Focus on mid-sized tasks (2w to 8w)
• Work in pairs only:
• Slightly slower than team of 3
• but more efficient
• Can always ask other pair for feedback

36. Epic Team
• Tackle one massive challenge at a time
• More people means more communication overhead
• … but more timely delivery too
• Least interruptible team

37. Objectives
Improvements
Features

38. Released in Q2

39. iOS
• Launched at last
• .. but very slow uptake
• A few quirks reported, and lacks
SSO support
• We’ll wait for more feedback and
usage before deciding on next steps

40. User Import
• BambooHR and Google Apps shipped
• CSV Import very close to CS usage
• Self-service for select customers is due next

43. Security Fixes
• added CSRF tokens to many forms and ajax
actions
• fixed XSS bugs all over the applications
• Fixed open redirects, upgraded ssl certificates,
added confirmation step to Google Apps, etc etc
• Introduced Content Security Policy
• HackerOne was very useful so far

44. Improvements

45. Improvements

46. In summary
• Not that much shipped in Q2
• Onboarding the new staff worked very well…
• unsurprisingly, didn’t make us faster yet
• Should aim for much higher throughput in Q3

47. Features in progress

48. Mail log viewer
• Our initial prototype is being been revamped
• CS team can use it in a week
• End user deployment soon thereafter

50. Cycles Overview
• Took longer than expected due to interruptions
• Almost there, but not quite
• “Edit cycles” not touched yet

52. 360s: Self-Nominations
• Will get tested in internal 360 cycle - next week

53. Objectives

54. Achievements
• Work closer with CS team
• Comments with permissions and mentions
• Activity stream
• Weighting adjustment now very simple
• Replaced wicket tabs on profile, review and feedback
• Deprecated 3 settings (Priority, Threaded discussion, ordering)
• Rework UI and UX of browser, details and create

59. Greatest challenges
• UI prototyping in code was fast but no
documentation/ history
• UX prototyping in code was inefficient

60. Greatest challenges
• Backend not flexible and a lot of code debt.
Very tricky problems to solve (e.g. providing data
for browser efficiently)
• Objectives super configurable SI, complex UI
• Not able to win many clients to participate a user-
tests

61. Key learnings
• Valuable insights and rapid feedback loop to CS team
by having a fixed member, James, at all our meetings
• Focus on user flow’s not single screens
• Use data analysis to understand the usage of features

62. Key learnings
• Tool like InVision to help us focus on UX flows to
have a shared understanding. Documentation and
transparent decisions captured. Clickable
prototypes without coding.
• Weekly meetings very successful to reflect, share
and plan.

63. Q3
• Improve the weekly meetings by making us more
accountable for each week’s tasks
• Finish redesign and continue user-testing!
• Soft launch to evaluators end of July, full launch in
September
• Start developing milestones

64. Features planned

65. Objectives Team
• Softlaunch objectives to new evaluators in August,
full launch in September
• Work on Key Results next (“milestones”)
• Summer holidays are coming, no major plans
beyond this

66. Feature Team
• CSV Import: Make self-service for select clients
• Dashboard 1.5
• Calendar integration
• Achievements page access for clients
• Messages: Praise multiple people
• Edit Cycles

67. Improvements Team
• Cycles overview (in progress)
• Edit user overlay (on hold)
• Export Overlay: Select desired fields
• Pricing page, Tour page
• Further observer improvements
• Mini user Profile
• Show user stats over time

68. Challenges ahead

69. Goal: Reduce churn!
• Churn is too high, especially for smaller customers
• Will introduce base price of $150 per month
• Won’t invoice client until properly tested
• Make achievements page self-service, promote it

70. Goal: Improve faster!
• We need more product improvements, faster
• Good news: We have hired 5 developers
• Will still take time until fully productive
• We’ll tackle large projects like Dashboard and
Streams in late Q3
• Until then: warmup tasks & avoiding gold-plating

71. Goal: Keep customers!
• Better product will help keep customers
• But our outreach must get better too
• Both to new clients and to existing ones
• Need a larger CS team
• but we can start a few things now

72. Goal: Mission and Vision
• We need to create a meaningful values document,
and write down our mission and vision
• Everyone should participate building it
• Please fill in your SI 360 forms!

73. In summary

74. We rock
• Q3/Q4 won’t be a walk in the park!
• Awesome team, and growing
• Terrific features and process improvements in the
pipeline
• Looking forward to Q3

75. Questions & Answers