business freemium at scale

  Scott McMullan (@scottmcmullan)
       Freemium Summit East
         October 25th, 2010
Google Apps Overview

  How we go to market
     w/freemium

What we've learned about
       freemium
Messaging & collaboration suite




                  +
In a nutshell, this our freemium
Lots of customers, growing fast

 30          Over 30M active users (10M are EDU)
             Over 3M businesses
        ...
Rough breakdown of the 30 Million



           "Millions" are paid Premier



         10 Million are free EDU


"The res...
How we go to market:
a) segments & sales teams
5 Editions
8 Customer segments
5 Sales teams
Channel sales too!



Channel   +SIs   +VARs   +VARs   +VARs   +VARs
Sales
This is our freemium.
          Freemium         Free Trial



Channel     +SIs   +VARs   +VARs   +VARs   +VARs
Sales
How we go to market:
a) segments & sales teams
   b) customer lifecycle
Send prospects to web site
EDUs self-select
Smaller prospects can select Standard
Goal: start a Premier trial (or contact sales)
Active selling done here



                                 (1)



                           (3)         (2)



        ...
That's our go to market...

 What have we learned
   about freemium?
Focus on 3 topics


1. Why we like freemium

2. Freemium's impact on direct sales


3. Freemium's impact on channel/ecosys...
We like freemium because...

 entered mature, premium market --> help disrupt
 large addressable market --> upsell math wo...
Think "revenue layer cake"




         http://www.flickr.com/photos/jamieanne/4657851724/ CC-BY
Freemium: impact on direct sales
3 Sales Teams
--------------------
Field sales:           > 3k users
Telesales:          ...
1. Revenue layer cake

Think "use as directed for best results"




                                              FREEMIUM...
Freemium: impact on ecosystem
          VARs                  Apps Marketplace
        ------------           ------------...
1. Revenue layer cake
          2. Use as directed for best results

Think "helps build multiple channels"
2 ecosystem case studies
 from Apps Marketplace
Smartsheet.com




3X better paid conversion rates than pay per click
Cloud-savvy users easier to sell/support
Sliderocket.com




2.5X better paid conversion rates from trial

5X increase in seats/company
1. Create a revenue layer cake
           2. Use as directed for best results
            3. Helps build multiple channels...
Summary: freemium helped us scale
      1. Create a revenue layer cake
        (core, add-ons, ads, ecosystem)

      2. U...
Thanks!
@scottmcmullan
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Freemium Summit East Google Apps Presentation

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Transcript of "Freemium Summit East Google Apps Presentation"

  1. 1. business freemium at scale Scott McMullan (@scottmcmullan) Freemium Summit East October 25th, 2010
  2. 2. Google Apps Overview How we go to market w/freemium What we've learned about freemium
  3. 3. Messaging & collaboration suite +
  4. 4. In a nutshell, this our freemium
  5. 5. Lots of customers, growing fast 30 Over 30M active users (10M are EDU) Over 3M businesses More than 3,000 new businesses each day 2008 2009 2010
  6. 6. Rough breakdown of the 30 Million "Millions" are paid Premier 10 Million are free EDU "The rest" are free Standard/Other
  7. 7. How we go to market: a) segments & sales teams
  8. 8. 5 Editions
  9. 9. 8 Customer segments
  10. 10. 5 Sales teams
  11. 11. Channel sales too! Channel +SIs +VARs +VARs +VARs +VARs Sales
  12. 12. This is our freemium. Freemium Free Trial Channel +SIs +VARs +VARs +VARs +VARs Sales
  13. 13. How we go to market: a) segments & sales teams b) customer lifecycle
  14. 14. Send prospects to web site
  15. 15. EDUs self-select
  16. 16. Smaller prospects can select Standard
  17. 17. Goal: start a Premier trial (or contact sales)
  18. 18. Active selling done here (1) (3) (2) (4)
  19. 19. That's our go to market... What have we learned about freemium?
  20. 20. Focus on 3 topics 1. Why we like freemium 2. Freemium's impact on direct sales 3. Freemium's impact on channel/ecosystem, including 2 case studies
  21. 21. We like freemium because... entered mature, premium market --> help disrupt large addressable market --> upsell math works existing, free consumers --> product & support leverage our apps have network effects --> lower marketing costs students graduate --> bring expectations to work we know ads --> additional revenue stream broad product --> opportunity for differentiation, add-ons
  22. 22. Think "revenue layer cake" http://www.flickr.com/photos/jamieanne/4657851724/ CC-BY
  23. 23. Freemium: impact on direct sales 3 Sales Teams -------------------- Field sales: > 3k users Telesales: 100 - 3k users Online sales: 1 - 100 users Freemium works because... user cap on free --> limits conflict with sales teams big diverse customer base --> more oppty to sell add-ons self-service DNA --> pilots are easier/cheaper A challenge online sales team competes with free
  24. 24. 1. Revenue layer cake Think "use as directed for best results" FREEMIUM: Small biz & EDU only http://www.flickr.com/photos/rapo/2373988909 CC-BY
  25. 25. Freemium: impact on ecosystem VARs Apps Marketplace ------------ --------------------------- 20% discount to VAR 20% revshare to Google Freemium works because... larger customer base --> more "air cover" --> grows appetite for consulting, apps more cloud-savvy user --> better conversion rates A challenge $50/user/year --> pressure on ecosystem prices
  26. 26. 1. Revenue layer cake 2. Use as directed for best results Think "helps build multiple channels"
  27. 27. 2 ecosystem case studies from Apps Marketplace
  28. 28. Smartsheet.com 3X better paid conversion rates than pay per click Cloud-savvy users easier to sell/support
  29. 29. Sliderocket.com 2.5X better paid conversion rates from trial 5X increase in seats/company
  30. 30. 1. Create a revenue layer cake 2. Use as directed for best results 3. Helps build multiple channels Think "You'll find new ways to use it"
  31. 31. Summary: freemium helped us scale 1. Create a revenue layer cake (core, add-ons, ads, ecosystem) 2. Use as directed for best results (right size, right segment) 3. Helps build multiple channels (sales teams, vars, isvs) 4. You'll find new ways to use it (awareness, preferences, ecosystem)
  32. 32. Thanks! @scottmcmullan

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