all about the marketplace

Wednesday, April 4, 12

All about the Atlassian Marketplace

Jonathan NolenDir. of Developer Relations, Atlassian

Daniel FranzProduct Manager, Developer Ecosystem, Atlassian

AtlasCamp EU 2012

2Wednesday, April 4, 12

3

Best. AtlasCamp. Ever.


4

2010 2011 2012200920082007200620052004

Memory Lane


4

2010 2011 2012200920082007200620052004

Memory Lane

Plugins


4

2010 2011 2012200920082007200620052004

Memory Lane

Plugins

Confluence.Atlassian.Com


4

2010 2011 2012200920082007200620052004

Memory Lane

Plugins


ConfluencePluginRepository


4

2010 2011 2012200920082007200620052004

Memory Lane

Plugin Exchange

Plugins




4

2010 2011 2012200920082007200620052004

Memory Lane

Plugin ExchangeUniversal PluginManagerPlugins




4

2010 2011 2012200920082007200620052004

Memory Lane




More Commercial Plugins


4

2010 2011 2012200920082007200620052004

Memory Lane




2012?

More Commercial Plugins


5

Reach 45,000 of theworld’s best development teams


6

EASYWednesday, April 4, 12

7

1Less code for you

to write and maintain


8

Proven, end-to-endbusiness engine


9

In-product access toevery Atlassian customer


10

Let’s take alook


13

The easiest, best way to sell your add-on


14

What’s the business deal?


15

DEVELOPER75%

ATLASSIAN25%


• 75% straight to the developer


15

DEVELOPER75%

ATLASSIAN25%



• No payment processing fees


15

DEVELOPER75%

ATLASSIAN25%




• Atlassian handles sales taxes


15

DEVELOPER75%

ATLASSIAN25%





• Full integration in our system


15

DEVELOPER75%

ATLASSIAN25%





• Full integration in our system

• 25% to Atlassian to re-invest


16

All the things you don’t do!


16


LICENSING


16


SHOPPINGCART

LICENSING


16


PAYMENTGATEWAY

SHOPPINGCART

LICENSING


16


BILLING & INVOICING

PAYMENTGATEWAY

SHOPPINGCART

LICENSING


16


COLLECTTAXES

BILLING & INVOICING

PAYMENTGATEWAY

SHOPPINGCART

LICENSING


16


RENEWALSCOLLECTTAXES

BILLING & INVOICING

PAYMENTGATEWAY

SHOPPINGCART

LICENSING


17

How does it work?


18

1. Technical Requirements

2. Business Decisions

3. Marketing Capabilities


19

Technical Requirements1


20

}Wednesday, April 4, 12

21

Confluence 3.1 Dec 2009 27 months

JIRA 4.1 April 2010 23 months

Bamboo 2.6 June 2010 20 months

Fisheye / Crucible 2.4 October 2010 16 months

Compatibility


22

Full Details in theNext Talk


23

Business Decisions2


24

One Guiding Principle


• Licensing & Pricing• Legal• Experts• Discounts• Payment


26

Licensing & Pricing


26

Licensing & Pricing

Flexibility & Simplicity


27

Match User Tiers

Licensing & Pricing


28

Match License Types

Licensing & Pricing


29

Licensing & Pricing


29

Licensing & Pricing

You Pick the Prices


30

Example: Confluence Add-on


30

Users Base Confluence

YourAdd-on

Your Renewal

Your Academic

YourAcd. Renewal

Your Community

10 $10 $10 $10 $10 $10 $0

25 $800 $400 $200 $200 $100 $0

50 $1,600 $800 $400 $400 $200 $0

100 $2,200 $1,100 $550 $550 $275 $0

500 $4,000 $2,000 $1,000 $1,000 $500 $0

2,000 $8,000 $4,000 $2,000 $2,000 $1,000 $0

2,000+ $12,000 $6,000 $3,000 $3,000 $1,500 $0

Example: Confluence Add-on


31

• You set commercial price

• 30-day evaluations always free

• Yearly renewals always 50%

• Academic licenses always 50%

• Community licenses always free

• Upgrades calculated automatically

• Never less than $10

Licensing & Pricing


32

• Users use the our shopping cart

• We send evaluation reminders

• We send quotes and invoices

• We send renewal reminders

Licensing & Pricing

Paid InvoiceABN: 53 102 443 916

Paid Invoice SummaryPaid Invoice Number: AT-420278

Date Issued: 11 Mar 2012Bill To:

Jonathan [email protected] Nolen

2125 Bryant Street #118

San Francisco CA 94110United States of America

Ship To:

Jonathan [email protected] Nolen

2125 Bryant Street #118

San Francisco CA 94110United States of America

Total Paid: USD $10.00Date Paid: 11 Mar 2012

OFFICIAL RECEIPT

Invoice Total: $10.00Payment Received: -$10.00Amount Now Due: $0.00

Credit Card Number: ************1969Cardholder's Name: Jonathan D. Nolen

Thank you for your payment!

Refunds and Exchanges: You can request a refund or an exchange up to 30 days after the date of purchase on this invoice.After the 30-day period, refunds or exchanges will not be available. Please note that Starter licenses are not eligible for arefund or an exchange.

Atlassian Pty Ltd, 173-185 Sussex St, Sydney NSW 2000, AustraliaEmail:Tel:Fax:

[email protected](+1) 415 701-1110(+1) 415 449-6222

Qty Product Unit Price Adjustment Total1 JIRA 10 Users: Starter License - Support Period: 11 Mar 2012 - 11 Mar 2013 $10.00 USD $10.00 USD

Total Amount Paid (USD) $10.00ProductSupport Period Support Entitlement NumberJIRA 10 Users: Starter License 11 Mar 2012 - 11 Mar 2013 SEN-2227035


33

?Wednesday, April 4, 12

34

Legal


34

Legal

Atlassian’sStandardTerms


35

Experts


35

Experts

Opt-in20% Incentive


36

Discount


36

Discount

No additional discounts(yet)


37

Payment

$Wednesday, April 4, 12

37

Payment

Monthly payment $Wednesday, April 4, 12

37

Payment

Monthly paymentNear realtime info $


38

Marketing Capabilities3


Selling add-ons

39

Add-on Developers Atlassian customers45k+ Development Teams


Selling add-ons

39

• Marketing and Sales

• Add-on licensing

• Payment processing

• Customer retention

Add-on Developers Atlassian customers45k+ Development Teams


• Tested and working

• Installable in the product via UPM

• Include the branding assets

• Pricing and payment information

• You must offer Support

46

Add-on approval


• Add creative assets to your add-on profile by May 1st• Win free trip and accommodation for Atlassian Summit

49

Add-on profile contest


50

Logo


51

Banner


51

Banner

Lorem ipsum dolor sit amet consectetuer.

My add-on is so awesome and it does so

many things I can’t even begin to tell you

how awesome it is. Try it out for yourself

and be amazed by it’s awesomeness.

Do it. Do it.


51

Banner

Your single source of truthfor managing team leave,tracking projects, and planning events.


• Upload logo and banner• Add 5-10 screenshots• Describe benefits, not only features• Assign the right 3 labels• Frequently update latest changes• Share your add-on profile with the world• Assess your End User License Agreement terms

52

Marketing your add-on


• Add a Google Analytics tracking code to your add-on profile

• Use campaign codes as parameters on every URL

• Regularly check for visitors and their behavior

53

Google Analytics


Use Available on the Atlassian Marketplace badges

54

Badges


55

• Reminder before trial expiry

• After quote was created• Receipt after payment• Contact details

confirmation• Up to 5 emails before

maintenance expiry

Trial conversion and renewals


• Customer and license data• Sales and downloads data• csv reports almost realtime• Financial report end of

month• Later: developer dashboard

56

Customer and Sales data


57

• Technical Requirements

• Business Decisions

• Marketing Capabilities


58

Sign me up!


59

Sign-up

• Set up a Vendor Account

• Tell us about your Add-on

• Set your pricing

• Give us your bank details

• Submit for Approval


60

One More Thing


61

DEVELOPER75%

ATLASSIAN25%

Remember This?


62

DEVELOPER85%

ATLASSIAN15%

Early Bird Pricing

Launch your add-on onMarketplace by May 30th,and get 85/15 revenue splituntil the end of the year!


63

Conclusion


64

Why are we doing this?


65

Strong Developers

Strong Atlassian=Wednesday, April 4, 12

66

New Businesses Thrive


The Choice is Yours

67

• 100% Opt-in• Non-Atlassian Commercial Add-on• Free Add-ons Always Welcome


68

The easiest, best way to sell your add-on


69

Save Time & Effort


70

Reach 45,000 Dev Teams


71

Rev Your Business Engine


72

Build. Something. Amazing.


http://atlss.in/z6X2EW


Objectives of the Marketplace


1. Help Add-on Vendors become more successful


2. Bring new Developers and new Commercial Add-ons into

the Ecosystem


3. Help more users benefit from Add-ons


4. Grow the Ecosystem by allowing Atlassian to re-invest

in it


5. Our products + your plugins become irreplaceable


all about the marketplace

Technology

atlassian customer9wednesday

plugin exchange atlassian

memory lane conuence

business deal

business decisions3

business decisions23wednesday

memory laneplugins

memory lane2012