Scaling Atlassian AGSM 2008
-
Upload
scott-farquhar -
Category
Business
-
view
1.314 -
download
0
description
Transcript of Scaling Atlassian AGSM 2008
![Page 2: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/2.jpg)
Atlassian
• Enterprise software company
• Organically grown - no VC
• Australia’s Fastest Growing (2002-2007)
![Page 3: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/3.jpg)
Enterprise Software
• High price, high touch sale
• Aggressive discounting
• High cost / lead
• Expensive sales people
• ~40% prof services revenue
![Page 4: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/4.jpg)
Atlassian Model• ‘Self service’ enterprise software
• Straight line business!
• Reasonable price, no discount
• $1-5k / server
• No professional services
• Legendary service
• Extreme openness
![Page 5: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/5.jpg)
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
![Page 6: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/6.jpg)
Brief History Lesson
![Page 7: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/7.jpg)
2001 - Big Ideas• Scott & Mike - both 21
• Idea: enterprise software without the BS
• $10k ‘startup capital’
• Tried multiple ideas
![Page 8: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/8.jpg)
50,000customers
![Page 9: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/9.jpg)
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.”
![Page 10: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/10.jpg)
The Mission
“To be the best in the world, sir!” - Maverick, Top Gun
![Page 11: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/11.jpg)
2002 - JIRA
Needed it. Couldn’t find it. Built it.
![Page 12: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/12.jpg)
Legendary Service
• Support is sales for us
• No install = no sale, no maintenance
• Drives word of mouth
“Thanks for the feedback - I have never dealt with a company that really does deliver on support but the service is truly excellent.” - NEIL KELLY
![Page 13: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/13.jpg)
2004 - Confluence
Needed it. Couldn’t find it. Built it.
![Page 14: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/14.jpg)
2005 - The USA
![Page 15: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/15.jpg)
2006 Aussie EoY
![Page 16: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/16.jpg)
2007 - Bamboo & Crowd
Needed them. Couldn’t find them. Built them.
![Page 17: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/17.jpg)
2007 - Crucible, Fisheye & Clover
Needed them. Couldn’t find them. Bought them.
![Page 18: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/18.jpg)
How is it working?
![Page 19: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/19.jpg)
Staff
0
30
60
90
120
150
June 02 June 03 June 04 Jun 05 Jun 06 Jun 07 Dec 07
147
98
50
20
742
![Page 20: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/20.jpg)
Customers
0
2,000
4,000
6,000
8,000
10,000
Jun 02 June 03 June 04 Jun 05 Jun 06 Jun 07 Dec 07
9,487
7,468
4,340
2,219
1,039
31918
![Page 21: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/21.jpg)
Who Are They?9500+ customers in 96 countries
across Fortune 1000, public enterprise and technology sectors
Australia: Telstra, ResMed, The Reserve Bank, Cochlear, Caterpillar…
Technology & Biotech
Finance & Banking
Science & Engineering
Telecom & Networking
Corporate & Government
CiscoOracleNovellSiemensFujitsuBorlandPfizerImcloneRoche
CitigroupJP MorganDeutsche BankBNP ParibasCIBCMerrill LynchHSBCWorld Bank
NASABoeingCERNRaytheonNorthrop
GrummanEuropean Space
AgencyStanford Linear
Accelerator
VodafoneNokiaAT&TBell CanadaVerizonKPNNewbury
Networks
US Supreme Court
GEBPSony3MBMWBMGBooz Allen
HamiltonAccenture
![Page 22: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/22.jpg)
Sales
0
8
16
24
32
40
Jun 02 Jun 03 Jun 04 Jun 05 Jun 06 Jun 07 Jun 08
![Page 23: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/23.jpg)
Scaling Problems5 Areas We’ve Struggled
Model - Marketing - People - Innovation - Founders
![Page 24: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/24.jpg)
The Model Itself
• Do software companies scale?
• Know what doesn’t scale in your model
• Software = support / sales!
• Invest in simple, installable, supportable, documented, quality product
![Page 25: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/25.jpg)
Quality First
Raised Fixed
808 338
1622 786
2564 2509
![Page 26: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/26.jpg)
Simple != Simplified
• Beware scaling too fast
• eg “the US question”
• Build the right product, not the first
• Did we build anything new?
• Keep it simple ... as long as possible
• eg OEM, pro services, training?
• Invest in IT systems early
![Page 27: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/27.jpg)
Marketing
• First - word of mouth scales... so make a damn good product to start... and make it attractive!
• Google AdWords
• Trust is hard to scale customer lists, testimonials etc.
• Beware low touch - ship a t-shirt!
![Page 28: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/28.jpg)
T-shirts
• 1000s of shirts shipped... by hand!
• Fulfillment nowoutsourced - scale
• Make them wearable!
![Page 29: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/29.jpg)
PeopleScalable hiring is hard
• Attract the right people
• Hire slowly - don’t fire
• Life @ Atlassianwww.atlassian.com/about/life.jsp
Invest in HR
• Events, buddy system, benefits, 90 day plans, founder’s lunch, induction, foundation, large desks, large screens, 6 fridges, casual learning environment
![Page 30: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/30.jpg)
![Page 31: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/31.jpg)
Innovation• Customer’s buy for innovation
... but push towards normal?!
• Fight it!
• Google’s 20% > Fedex Day
![Page 32: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/32.jpg)
Founders
• People join because of us but we don’t scale!
• Know everyone & care - simple things count
• Hire great management team
• Values can scale
• Define
• Promote!
![Page 33: Scaling Atlassian AGSM 2008](https://reader034.fdocuments.us/reader034/viewer/2022051322/545c2135b0af9f0d318b46d8/html5/thumbnails/33.jpg)
Atlassian Values
Create useful products people lust after.
Open company, no bullshit.
Don’t fuck the customer.
Built with heart and balance.
Be the change you seek.