Present a plan for future growth for GRC products for Servicenow. (Product Strategy)

1. Presented by
Subrat Kumar Dash

2. Agenda
Current Trends
Current Challenges
Goal and Strategy
Plan A
Plan B

3. Current Trends
• No platform does everything, so integration is must.
• GRC Mobility as GRC is no longer for the back-office.
• Industry specific packaged GRC.
• Emerging area of GRC like ESG / Cyber security/ Legal / Finance
Reference: https://grc2020.com/wp-content/uploads/2020/08/2020-08-State-of-the-GRC-Market.pdf

4. GRC inquiries by Organization Size

5. Reference: https://grc2020.com/product/2021-trends-governance-risk-management-compliance-grc/

6. Market Size
of GRC
ServiceNow
TAM
$27.1B (Grow 14% CAGR) Enterprise GRC
SAM
$24.3B (90% Reach by Geo
excluding Middle East,
Africa and North Asia )
SOM
$350M(1.5% Address)
$900M(3% Next 2yr
Include Industry CAGR)
** FY20 revenue of ServiceNow $4.2B and $350M (8.5% from GRC assume
12-13product categories have equal revenue)
https://www.fortunebusinessinsights.com/industry-reports/enterprise-
governance-risk-and-compliance-egrc-market-101415

7. Current
Challenges
A unified vision is misleading to an
organization-wide culture of non-
compliance
Lack of a comprehensive GRC framework
Addressing demands from governments
and regulatory organizations
Too many manual processes continue to
persist
Lack of alignment between the culture of
the organization and GRC
**https://www.inry.com/insights/top-5-common-grc-challenges-and-
how-to-solve-them

8. Business Goal
Grow GRC Business by 50% Year on Year.
ServiceNow subscription revenue target of $10bln+ by 2024.
** Current Revenue from GRC : $350M .**1st Year Expectation:$525M and 2nd Year Expectation: $800M
**30% from Existing Customer with upselling and Cross selling and 70% from New Customer.
** Current Price is dependent on feature taken as part subscription. (Not as whole package pricing)

9. Our Strategy
DIFFERENTIATED STRATEGY
underserved customers
DOMINANT STRATEGY
all types of customers
DISCRETE STRATEGY
customers with limited options
DISRUPTIVE STRATEGY
overserved customers and
Non-consumers
SUSTAINING
STRATEGY
Existing Customer
JTBD Better
JTBD Worse
Price Less
Price More
GRC
ServiceNow
Move from employing a differentiated strategy with an initial product entry to
employing a dominant strategy with other products over time.

10. Business Plan For Acquire New Customer
Proposal
To develop Automated BFSI domain specific GRC by Jan 2023
Drivers
Larger opportunities as BFSI hold 24% of GRC revenue (~$6B) share.
**Recent Win/loss Analysis shows several loss lack of feature specific to BFSI.
Justifying premium by providing first in the industry specific GRC solution.
It is steppingstone for Next $5B in from Servicenow market leader in GRC Industry.
P&L Impact
**Subscription potential of $40M over 1yr, Cost of Development $4.15M over 1yr.

11. BFSI Opportunity
TAM
$27.1B (Grow 14% CAGR) Enterprise GRC
$6B (BFSI hold 24%)
SAM
$2.7B (45% Only US)
$405M (15% innovator/Early
Adaptor)
SOM
$40M(10% Address)
$120M(30%2yr)
First in the Market.
Focused Approach.
Big new growth area.

12. Customer JTBD
Auto-update on
changing regulatory
guidelines
Pre-defined library
of entities and light
weight
Automation – Industry
specific problem
(RPA/API/FTP)
Pre-defined workflows
specific to BFSI persona
GRC
Saves time, money and effort in risk awareness
Informed decision-making
Improving the overall performance of the organization
Industry Specific Product and Feature

13. Jan-Apr 2022
1st Milestone
 Operation BFSI
May-Aug 2022
2nd Milestone
 Audit BFSI
Sep- Dec 2022
3rd Milestone
 Compliance BFSI
 Marking
Jan
Full Lunch
GRC for BFSI
Roadmap

14. Incremental OPEX
**10Dev (8 IN) , 2QA (IN) , 1 writer (IN), 2 SME (US), 1 UX (IN), 1PM
Total Cost – $4.15M (Year 1)
Role Employee Rates/Year Country Expense
Dev 8 200,000IN 1600000
QA 2 150,000IN 300000
SME 2 400,000US 800000
UX 1 250,000IN 250000
PM 1 300,000IN 300000
Liccense 10 50,000IN 500000
Others 2 200,000IN 400000
Total Expense 4150000

15. Business Plan For New Products
Proposal
To develop New Emerging Advance product (ESG/Cyber Security) under GRC.
Drivers
**Recent Win/loss Analysis shows several loss lack of product (ESG/Cyber Security).
Existing and Prospect Customer demand of new ESG product.
It is edge strategy to cross selling and upsell to existing customer.
P&L Impact
Subscription potential of $38M over 6month, Cost of Development $1.02M over 6month.

16. ESG Opportunity
TAM
$27.1B (Grow 14% CAGR) Enterprise GRC
$817MB(3% Demand for ESG GRC)
SAM
$772M (95% Reach by US/Europe )
SOM
$38M(5% 1st year)
First in the market to address ESG
GRC customer need.
ESG is important for organizational
success.
Cyber Security GRC can be planned
with SecOps Servicenow.
(Dependance on platform)

17. 3 Circle Customer Priority Method
Product
Feature
Prospects
Customer
Need
Existing
Customer
Needs
A
G
F
D
E
C
B
C- Existing and Prospect Customer Unmeet
Needs Action: Highest Priority
E – Prospect Customer Unmeet needs (70%)
Action: Adding New Feature – Dependance
of any G
G – Existing customer unmeet needs (30%)
Action: Add to Product roadmap
F - Product used by Few Customer
Action: Marketing Plan/ Educate New
/Existing Customer (Use for 3month free-
Charge after that)

18. Product Competitive Analysis
Customer Criteria MetricStream Riskonnect Servicenow
(Current 13.0.1)
Servicenow
(Next 13.2.3)
Servicenow
(Next+1 14.0.1)
Third Party
Information
Management
(Third Party Library, Auto Trigger of Due
Diligence, Linking to existing Internal
Contact)
Assessments
(Create Question, Upload excel as response,
Send Adhoc Reminders)
Third Party
Integration
(Monitor, Rapid Rating Integration, Fortify
Data Integration)
ESG GRC
(Environmental, Social, Governance)
** Outside in Analysis and Made assumption on Competitor and Servicenow product feature.

19. Incremental OPEX
**4Dev (4 IN) , 1QA (IN) , 1 SME (US), 1PM
** Including Marketing cost.
Total Cost –$1.02M (For 6month)
Role Employee Rates/Year Country Expense
Dev 4 200,000IN 400000
QA 1 150,000IN 75000
SME 1 400,000US 200000
UX 0 250,000IN 0
PM 1 300,000IN 150000
License 4 50,000IN 100000
Others 1 200,000IN 100000
Total Expense 1025000

20. Thank you