SaaS 101: The Basics of Cloud Software

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Nicolas gave an introductory session on Software as a Service at this years Heureka conference in Berlin.

Nicolas gave an introductory session on Software as a Service at this years Heureka conference in Berlin.

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  • 1. SaaS 101: The Basics of Cloud Software HEUREKA, May 6. 2014 Nicolas Wittenborn, Point Nine Capital
  • 2. Nicolas Wittenborn Associate at Point Nine Capital Tweet @ncsh and blog at heyni.co
  • 3. Founded 2011 in Berlin Investing €100,000-1,000,000 Raised €45M Team of 7
  • 4. Who’s Point Nine Vancouver Washington D.C Auckland Edmonton New York San Francisco Berlin Riga Point Nine ’s SaaS Paris Barcelona Warsaw
  • 5. ! III. Best Practices ! ! ! ! II. Important SaaS Metrics ! ! ! I. What’s SaaS?
  • 6. ! ! ! I. What’s SaaS?
  • 7. aaS Software as a Service No installation Continuos updates Accessible from everywhere
  • 8. Why VCs like SaaS companies Recurring revenues High margins Global scale from day one
  • 9. The SaaS market is quite ‘frothy’ which might change soon** [EV / Forward Revenue] Multiple of public SaaS companies* * CapIQ Analysis by @bsesser !**Jason Lemkin: ’Unfortunately, SaaS Start-Up Valuations Are About To Fall by 50%’
  • 10. Global SaaS Market Size ROW" 21% France" 3% Canada" 4% Germany" 6% UK" 6% US" 60% Global SaaS Market Volume* shows strong US bias * Siemer's SaaS Industry Report 2013
  • 11. Founded 2007 in Copenhagen Move to US HQ in 2009 40,000+ customers Europe still produces great SaaS companies
  • 12. ! ! ! ! II. Important SaaS Metrics
  • 13. Monthly Recurring Revenue (MRR)
  • 14. LTV CAC
  • 15. Churn & Retention: Cohort Analysis Yours truly: ‘Cohort Analysis Q&A’
  • 16. negative churn Extension MRR > MRR churn
  • 17. ! III. Best Practices
  • 18. Referrals are a great ‘growth hack’* * if you have a suitable (freemium) model
  • 19. Get to WOW! fast* * a great on-boarding can increase conversions significantly
  • 20. ??? You’re too cheap!* * if you provide real value " & haven’t raised prices since you launched ??? Price increase
  • 21. Valuable content = trust One time effort, long time effect
  • 22. There is no silver bullet Just the Long, Slow, SaaS Ramp of Death* * Gail Goodman: How to negotiate the long, Slow, SaaS Ramp of Death
  • 23. Thanks… …and found all the SaaS Startups! nicolas@pointninecap.com
  • 24. Ressources•Blogs: • David Skok http://www.forentrepreneurs.com/ • Tom Tunguz http://tomtunguz.com/ • Christoph Janz http://christophjanz.blogspot.de/ • Jason Lemkin http://saastr.com/ •Slides: • 9 Worst Practices in SaaS Metrics: http://www.slideshare.net/PointNineCap/9-worst-practices-insaas-metrics • Siemer SaaS Industry Report 2013: http://www.slideshare.net/SiemerAssoc/sa-saa-s-industry-report- summer-2013-25007137?ref=http://www.siemer.com/research/summer-2013-saas-industry-report/ •More: • Quora SaaS topics: http://www.quora.com/Software-as-a-Service-SaaS • Long, slow, SaaS Ramp of Death: http://pawel.ch/post/71104054756/the-long-slow-saas-ramp-of-death-i-have-just • Cohort Analysis Q&A: http://heyni.co/post/79862265851/cohort-analysis-a-practical-q-a • ‘Unfortunately SaaS Startup Valuations about to fall by 50%’: http://saastr.com/2014/04/29/unfortunately-saas-start-up- valuations-are-about-to-fall-by-50/ • EV / Forward revs for enterprise SaaS companies: https://twitter.com/bsesser/status/453877615934189569/photo/1 • The Correction in SaaS Company valuations: http://tomtunguz.com/the-correction-in-saas-company-valuations/ x