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Art of the Bootstrap
  From garage to $60 million in 8 years




Mike Cannon-Brookes      Scott Farquhar
mike@atlassian.co...
Atlassian




            3
1   Start with two

                     4
Combine this
& next slide




           Share the low points




                                  5
Share the high points




                        6
Half each

            7
biz
2   Need a ^ model   Not all models work for bootstapping


                                                          ...
Enterprise Software   Atlassian Model

                                        9
Model Evolution

•No $ for sales team? Must sell itself
•Sell itself? Must be low price
•Low $? Must sell 000s of copies
•...
3   Use your own product




                           11
You are your own best customer

                                 12
Prod
                                                                                                                     ...
Make decisions




                 14
Test everything   ... and fail fast!

                                       15
Trial and error




                  16
5   Always be closing
             mark  eting
                           17
Be loud & unique

Buy the beer at the conference




                                 18
Ship something
tangible




                 19
Make everything a campaign




                             20
“One of my housemates just had his first day at Atlassian today, and he
came home talking about how when he arrived his wor...
You can be too clever




                        22
6   Your first idea will fail




                               23
Note: slides automatically progress
after first click                     Ours did

                                      ...
7   Long-term thinking

                         25
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, val...
50,000
customers


  Have lofty goals

                     28
8   Know when to switch gears

                                29
Generalists to specialists




                             30
Learn to let people go




                         31
9   Build somewhere you want to work

                                       32
“It is promising that
  Atlassian received
   such high calibre
applications for mine
to be discontinued”

               ...
34
Open company, no bullshit.



     Build with heart and balance.



            Don’t fuck the customer.



              ...
10 Give experiences
                      36
Mission Atlassian




                    37
Events

         38
39
1   Start with two           6   Your first idea will fail


2   Needs a business model   7   Long-term thinking


3   Use ...
Thank You



Mike Cannon-Brookes   Scott Farquhar
mike@atlassian.com    scott@atlassian.com
                              ...
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The Art of the Bootstrap - Atlassian Starter Day 2010

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The Art of the Bootstrap

Mike Cannon-Brookes & Scott Farquhar, Founders of Atlassian

Transcript of "The Art of the Bootstrap - Atlassian Starter Day 2010"

  1. 1. 1
  2. 2. Art of the Bootstrap From garage to $60 million in 8 years Mike Cannon-Brookes Scott Farquhar mike@atlassian.com scott@atlassian.com 2
  3. 3. Atlassian 3
  4. 4. 1 Start with two 4
  5. 5. Combine this & next slide Share the low points 5
  6. 6. Share the high points 6
  7. 7. Half each 7
  8. 8. biz 2 Need a ^ model Not all models work for bootstapping 8
  9. 9. Enterprise Software Atlassian Model 9
  10. 10. 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 10
  11. 11. 3 Use your own product 11
  12. 12. You are your own best customer 12
  13. 13. Prod uct S potli ght R epo rt (G reen z one) - Rep Prod o rting u Gree ct Sp n Zo 0+ ne - 200+20 Added by Jo ot light Extra 1 0 1 0 -20 Repo net hn R 101-20 00 oten ys) rt (G stein le (Da , last edite reenz les Cyc 1-100 -1 51 d by John one) boo Sa 5 Roten stein Bam 0 0-50 0-5 on M This ay 11 data , 2010 ys) is de Prod cle (Da rived uct S from potlig ales Cy Exclu NetS ht Rep des S uite sa JIRA S 4% In futu tarter les fig ort (G ures, reenzo 17% re, w lic e hope enses upda ted ni ne) to ad ghtly. d Act Pleas ive U 9/06 Prod e sele ser co unts, /10 1 uct ct Rep 0:16 5% evalua ort O JIRA Stud ption tions, AM 13% io s downl Perio oads d , etc 21% Month Quart 59% Disp er lay Char t Data Dictio Disp nary lay 25% 57% days d er 100 80% un ays ys) de r 100 d ales Cy cle (Da 82% un Conflu ence S ays) Sales Cycle (D Crowd 6% 14% 3% 6% 1 20% 60% 81% days d er 100 80% un days der 100 97% un 0 days in > 30 sented t not d er-repre n ger, bu ill be un ay be lo ug 07, so w cyc le. It m since A m sales ndatory minimu only ma nts the license . erver id represe us eval Notes: d Crow ds tions, th is a previo data. boo an rlie r evalua could match n th e above - Bam y be ea ere we isions o ere ma ses wh any dec - As th ial licen making r mmerc ology before shorte resents co method only rep for the - This t Scott e contac - Pleas Labe ls greenz one -s al es Printe d by Atlass ian C onflu ence 3.3 -b eta2, the E nterprise Wiki. https ://ex trane t.atla ssian .com 4 /disp lay/G Measure everything REEN ZON E/Pro duct + Spot ligh… onth s_valu e=36 &run _1__ more = false &run _1_w idth_ value = 700& r un_1 =run Page 1 of 1 13
  14. 14. Make decisions 14
  15. 15. Test everything ... and fail fast! 15
  16. 16. Trial and error 16
  17. 17. 5 Always be closing mark eting 17
  18. 18. Be loud & unique Buy the beer at the conference 18
  19. 19. Ship something tangible 19
  20. 20. Make everything a campaign 20
  21. 21. “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.” Market to your employees 21
  22. 22. You can be too clever 22
  23. 23. 6 Your first idea will fail 23
  24. 24. Note: slides automatically progress after first click Ours did 24
  25. 25. 7 Long-term thinking 25
  26. 26. The Mission “To be the best in the world... sir!” - Maverick, Top Gun 26
  27. 27. The Mission “Our mission is to build a different kind of software company. A company that listens to client needs, values innovation in development “Create useful products people with after” simplicity. and solves customer problems lust brilliant Our commitment to legendary service provides consistent, high quality support for all our customers.” 27
  28. 28. 50,000 customers Have lofty goals 28
  29. 29. 8 Know when to switch gears 29
  30. 30. Generalists to specialists 30
  31. 31. Learn to let people go 31
  32. 32. 9 Build somewhere you want to work 32
  33. 33. “It is promising that Atlassian received such high calibre applications for mine to be discontinued” 33
  34. 34. 34
  35. 35. Open company, no bullshit. Build with heart and balance. Don’t fuck the customer. Play, as a team. Be the change you seek. 35
  36. 36. 10 Give experiences 36
  37. 37. Mission Atlassian 37
  38. 38. Events 38
  39. 39. 39
  40. 40. 1 Start with two 6 Your first idea will fail 2 Needs a business model 7 Long-term thinking 3 Use your own product 8 Know when to switch gears 4 Test everything 9 Build somewhere you want to work 5 Always be marketing 10 Give experiences 40
  41. 41. Thank You Mike Cannon-Brookes Scott Farquhar mike@atlassian.com scott@atlassian.com 41
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