business of software 2010 atlassian lessons

The Atlassian Story

Scott Farquharscott@atlassian.com Twitter: scottfarkas

From garage to $60 million in 8 years

Launch

Build

Plan

Concept

Track

1

2

3

4Atlassian8 years: Bootstrapped

3 months: Venture Funded

Start with two Need a co-pilot1

Share the low points

Photo from Botswana

Share the high points

Half each That means 50/50!

Need a model Not all models work for bootstrappingbiz

^2

Atlassian ModelEnterprise Software Freemium Model

SalesForce.com DropBox

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

Stay true to your model

Use your own product

3

You are your own best customer

Entire funnel4 Measure everything

82% under 100 days

97% under 100 days80% under 100 days

80% under 100 days

Notes:

- Bamboo and Crowd server id only mandatory since Aug 07, so will be under-represented in > 300 days

- As there may be earlier evaluations, this represents the minimum sales cycle. It may be longer, but not

shorter

- This only represents commercial licenses where we could match a previous eval license.

- Please contact Scott for the methodology before making any decisions on the above data.

57% 25%

13%5%

JIRA Sales Cycle (Days)

200+

101-200

51-100

0-50

200+

101-200

51-100

0-50

81%

16%3%

Crowd Sales Cycle (Days)

60%20%

14%6%

Confluence Sales Cycle (Days)

59%21%

17%4%

Bamboo Sales Cycle (Days)

9/06/10 10:16 AM

Product Spotlight Report (Greenzone) - Reporting Green Zone - Extranet

Page 1 of 1

https://extranet.atlassian.com/display/GREENZONE/Product+Spotligh…onths_value=36&run_1__more=false&run_1_width_value=700&run_1=run

Added by John Rotenstein, last edited by John Rotenstein on May 11, 2010

Data Dictionary

Product Spotlight Report (Greenzone)

Product Spotlight Report (Greenzone)

This data is derived from NetSuite sales figures, updated nightly.

Excludes Starter licenses

In future, we hope to add Active User counts, evaluations, downloads, etc

Please select Report Options

Product JIRA StudioPeriod Month

QuarterDisplay

ChartDisplay

Labelsgreenzone-sales

Printed by Atlassian Confluence 3.3-beta2, the Enterprise Wiki.

Test everything ... and fail fast!

Always be closing5marketing

Be loud & unique

Buy the beer at the conference

Ship something tangible

Make everything a campaign

Market to your employees All the time

“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.”

Your first idea will fail

6

Ours did OrionSupport to JIRA

Long-term thinking Be here in 50 years7

The Mission

“To be the best in the world... sir!” - Maverick, Top Gun

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.”

“Create useful products people lust after”

50,000customers

Know when to switch gears8

Generalists to specialists

Let people go

Build somewhere you want to work

9

“It is promising that Atlassian received such high calibre

applications for mine to be

discontinued”

Jim Collins: Mars Group

Open company, no bullshit.

Build with heart and balance.

Don’t fuck the customer.

Play, as a team.

Be the change you seek.

10

Give experiences

Mission Atlassian

Video online:

http://www.youtube.com/watch?v=kncEDi_hVLM

Events

Start with two

3

1

5

4

2

8

6

7

10

9

Need a business model

Use your own product

Test everything

Always be marketing

Your first idea will fail

Long-term thinking

Know when to switch gears

Build somewhere you want to work

Give experiences

Thank You

Scott Farquharscott@atlassian.com Twitter: scottfarkas