Secrets to SaaS Start Up Success


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Presentation at Dreamforce 2011 with Dave Yarnold and Matt Holleran

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  • Any purchase decisions customer make should be made based on currently available technology. Please visit our website sto review our Safe Harbor statement in detail.
  • Customer recommendationsWord of MouthNet Promoter ScoreK-factor viral growth score
  • Market sizeMarket leader and need for speedCAC, Retention and CLVDemand curves
  • Secrets to SaaS Start Up Success

    1. 1. Behind The Cloud:Secrets to Building a Successful SaaS Startup<br />Matt Holleran, Venture Partner, Emergence Capital<br />Dave Yarnold, CEO, ServiceMax<br /> Partner Success Track<br />
    2. 2. Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995:<br />This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended April 30, 2011. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.<br />Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.<br />
    3. 3. Agenda<br />Introductions<br />Success Framework<br />Real World Success Stories<br />Q&A<br />
    4. 4. Introductions<br />Mike Kreaden<br />Sr. Director, ISV Partner Success<br />
    5. 5. SaaS Success Framework from ECP Real Success Stories from Dave Yarnold<br />Matt Holleran<br />Dave Yarnold<br />
    6. 6. SaaS Success Framework<br />Matt Holleran<br />
    7. 7. 1. High Demand Problem and Value<br /><ul><li> Value upfront and growth
    8. 8. Mission critical
    9. 9. Lots of companies
    10. 10. Pain NOW or BETTER</li></li></ul><li>2. Domain Expertise<br /><ul><li>Deep understanding of problem space
    11. 11. Customers want to know they are buying from the experts</li></li></ul><li>3. Choose Your Business Model<br /><ul><li>Denominator size matters
    12. 12. No touch initial value proposition
    13. 13. Viral workflow
    14. 14. Clear executive targets
    15. 15. Group value is first value point
    16. 16. Higher pain/price points</li></li></ul><li>4. Beta, Iterate, Make it Great, Success<br /><ul><li> Engagement
    17. 17. Marketplace reviews
    18. 18. salesforce community
    19. 19. WOM ~ NPS
    20. 20. k-factor</li></li></ul><li>5. Partner to Move the Flywheel<br />Momentum works both ways<br />
    21. 21. salesforce Partner Success Timeline<br />Market Success<br />SFDC Community<br />Core SFDC<br />Document Wins<br />More Reviews<br />Dreamforce<br />AppExchange and Reviews<br />First 5 Customers<br />Development<br />Business Case<br />~ 6-18 months<br />
    22. 22. 6. Funding Model and Metrics<br />Venture<br />Angel<br />Bootstrap<br />
    23. 23. 7. Building The Business<br /><ul><li> Invest in the right people
    24. 24. Relentless focus on the right metrics
    25. 25. Culture – write down your values
    26. 26. Culture – quarterly objectives & accountability
    27. 27. Great learning from “Behind the Cloud”, Marc Benioff
    28. 28. Know when to double down (& when not to)
    29. 29. Patient/Knowledgeable Board of Directors</li></li></ul><li>Emergence Capital = Business Apps<br />SaaS<br /><ul><li>
    30. 30. Successfactors
    31. 31. Veeva
    32. 32. ServiceMax</li></ul>Freemium<br /><ul><li>Box
    33. 33. Yammer
    34. 34. yousendit
    35. 35. echosign</li></li></ul><li>Join The Revolution and Lead Yours<br />Customers are moving in all markets<br />Do it now if you are going to do it<br />@mattholleran<br />Matt Holleran<br />
    36. 36. Dave Yarnold<br />CEO, ServiceMax<br />Matt Holleran <br />Venture Partner, Emergence Capital Partners<br />