Growing a SaaS Business

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Learn how to grow a software as a service business. This deck covers enterprise growth, retention, and increasing renewal rates. Slides taken from the Growing a Saas Business class taught to startup founders and entrepreneurs by Dyn CTO Cory von Wallenstein at Intelligent.ly in Boston.

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Growing a SaaS Business

  1. 1. presentsCORY VON WALLENSTEIN@cvonwallensteinGrowing aSuccessful SaaS Business
  2. 2. @cvonwallenstein  from  Agenda • Story  of  growing  a  SaaS  business– Growing  enterprise– Ensuring  enterprise  reten=on– Growing  self-­‐service– Increasing  self-­‐service  renewals• Your  story– Let’s  dive  into  what  maCers  for  you!
  3. 3. @cvonwallenstein  from  @DynIncBut  First,  Who  Is  Dyn?• Internet  Infrastructure  as  a  Service– Managed  DNS  and  Email  Delivery• 180  Global  Employees• Headquarters  in  Manchester,  NH  (offices  in  SFO  &  UK  too)• Raised  first  financing  in  Oct  2012:  $38MM  from  NorthBridge
  4. 4. @cvonwallenstein  from  @DynIncGrowing  Enterprise
  5. 5. @cvonwallenstein  from  @DynInc
  6. 6. @cvonwallenstein  from  How  we  grew  our  Enterprise  business• Rock  solid  product  that  met  a  proven  need• Building  a  beCer  mouse  trap  didn’t  ensure  success• Needed  to  stand  out  from  the  crowd– In  garnering  aCen=on– In  being  fundamentally  different• Lock  arms  with  customers,  help  them  build  their  business,  they  will  help  you  build  your  business• Not  selling  DNS,  selling  trust  and  confidence
  7. 7. @cvonwallenstein  from  @DynIncEnsuring  Enterprise  Reten=on
  8. 8. @cvonwallenstein  from  @DynInc
  9. 9. @cvonwallenstein  from  How  we  retain  our  Enterprise  business• Upsell  is  a  cri=cal  component  of  SaaS  growth– Near  50%  from  upsell• Need  more  than  one  vector– Advanced  features– Service  consump=on• DON’T  USE  SEATS!• No  one  likes  overages– Conversa=on  on  “congrats  on  the  growth,  let’s  make  sure  you’re  in  the  right  package  for  next  year!”– Don’t  penalize  growth  of  customers,  reward  them!  
  10. 10. @cvonwallenstein  from  @DynInceCommerce(self  –service)
  11. 11. @cvonwallenstein  from  @DynInceCommerce  on  dyn.com  –  18  months$500k  per  month  in  new  recurring  revenueOver  $6MM  per  year  growth
  12. 12. @cvonwallenstein  from  We  are  the  DNS  experts.• Names  to  numberstwiCer.com  -­‐>  168.143.162.52• Enterprise  (DynECT  DNS)– $200/mo  &  up,  ARPU  $600/mo• SMB  (DynECT  DNS  Lite)– $30-­‐90/mo,  leading  to  full  DynECT• Home  User  (DynDNS)– $20-­‐$30/year,  ARPU  $50/year
  13. 13. @cvonwallenstein  from  Self  service  paCerns  of  behavior• What  paCerns  did  we  find?– Purchase  paFerns• Freemium  vs  trials?• When  do  people  go  from  free  to  paid?– Renewal  paFerns• When  do  people  renew?• How  do  they  renew?• Do  people  forget  to  renew?
  14. 14. @cvonwallenstein  from  @DynIncPurchase  PaCerns
  15. 15. @cvonwallenstein  from  @DynIncFreemium  vs  trials?=  2x
  16. 16. @cvonwallenstein  from  @DynIncWhen  do  people  go  from  free  to  paid?
  17. 17. @cvonwallenstein  from  @DynIncWhen  do  people  go  from  free  to  paid?
  18. 18. @cvonwallenstein  from  @DynIncRenewal  PaCerns
  19. 19. @cvonwallenstein  from  @DynIncWhen  do  people  renew?
  20. 20. @cvonwallenstein  from  @DynIncHow  do  people  renew?
  21. 21. @cvonwallenstein  from  @DynIncHow  do  people  renew?
  22. 22. @cvonwallenstein  from  @DynIncHow  do  people  renew?
  23. 23. @cvonwallenstein  from  @DynIncDo  people  forget  to  renew?
  24. 24. @cvonwallenstein  from  @DynIncYour  Story
  25. 25. @cvonwallenstein  from  @DynIncFireside  Chats
  26. 26. @cvonwallenstein  from  @DynIncGrowing  a  Successful  SaaS  BusinessCory  von  WallensteinChief  Technology  Officer,  Dyn  Inc.@cvonwallensteincvw@dyn.com
  27. 27. Course TitleCourse TitleINSTRUCTOR NAME

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