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All About the Marketplace

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Get into the details of the Atlassian Marketplace with Dir. of Developer Relations, Jonathan Nolen.

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All About the Marketplace

  1. 1. Wednesday, April 4, 12
  2. 2. AtlasCamp EU 2012 All about the Atlassian Marketplace Jonathan Nolen Dir. of Developer Relations, Atlassian Daniel Franz Product Manager, Developer Ecosystem, Atlassian 2Wednesday, April 4, 12
  3. 3. Best. AtlasCamp. Ever. 3Wednesday, April 4, 12
  4. 4. Memory Lane 2004 2005 2006 2007 2008 2009 2010 2011 2012 4Wednesday, April 4, 12
  5. 5. Memory Lane Plugins 2004 2005 2006 2007 2008 2009 2010 2011 2012 4Wednesday, April 4, 12
  6. 6. Memory Lane Confluence. Atlassian.Com Plugins 2004 2005 2006 2007 2008 2009 2010 2011 2012 4Wednesday, April 4, 12
  7. 7. Memory Lane Confluence. Atlassian.Com Plugins Confluence Plugin Repository 2004 2005 2006 2007 2008 2009 2010 2011 2012 4Wednesday, April 4, 12
  8. 8. Memory Lane Confluence. Plugin Exchange Atlassian.Com Plugins Confluence Plugin Repository 2004 2005 2006 2007 2008 2009 2010 2011 2012 4Wednesday, April 4, 12
  9. 9. Memory Lane Confluence. Plugin Exchange Atlassian.Com Universal Plugin Plugins Confluence Plugin Repository Manager 2004 2005 2006 2007 2008 2009 2010 2011 2012 4Wednesday, April 4, 12
  10. 10. Memory Lane Confluence. Plugin Exchange Atlassian.Com Universal Plugin Plugins Confluence Plugin Repository Manager 2004 2005 2006 2007 2008 2009 2010 2011 2012 More Commercial Plugins 4Wednesday, April 4, 12
  11. 11. Memory Lane 2012? Confluence. Plugin Exchange Atlassian.Com Universal Plugin Plugins Confluence Plugin Repository Manager 2004 2005 2006 2007 2008 2009 2010 2011 2012 More Commercial Plugins 4Wednesday, April 4, 12
  12. 12. 5Wednesday, April 4, 12
  13. 13. Reach 45,000 of the world’s best development teams 5Wednesday, April 4, 12
  14. 14. EASY 6Wednesday, April 4, 12
  15. 15. 1 Less code for you to write and maintain 7Wednesday, April 4, 12
  16. 16. 2 Proven, end-to-end business engine 8Wednesday, April 4, 12
  17. 17. 3 In-product access to every Atlassian customer 9Wednesday, April 4, 12
  18. 18. Let’s take a look 10Wednesday, April 4, 12
  19. 19. 11Wednesday, April 4, 12
  20. 20. 12Wednesday, April 4, 12
  21. 21. The easiest, best way to sell your add-on 13Wednesday, April 4, 12
  22. 22. What’s the business deal? 14Wednesday, April 4, 12
  23. 23. What’s the business deal? • 75% straight to the developer 75% DEVELOPER 25% ATLASSIAN 15Wednesday, April 4, 12
  24. 24. What’s the business deal? • 75% straight to the developer • No payment processing fees 75% DEVELOPER 25% ATLASSIAN 15Wednesday, April 4, 12
  25. 25. What’s the business deal? • 75% straight to the developer • No payment processing fees • Atlassian handles sales taxes 75% DEVELOPER 25% ATLASSIAN 15Wednesday, April 4, 12
  26. 26. What’s the business deal? • 75% straight to the developer • No payment processing fees • Atlassian handles sales taxes 75% DEVELOPER 25% ATLASSIAN • Full integration in our system 15Wednesday, April 4, 12
  27. 27. What’s the business deal? • 75% straight to the developer • No payment processing fees • Atlassian handles sales taxes 75% DEVELOPER 25% ATLASSIAN • Full integration in our system • 25% to Atlassian to re-invest 15Wednesday, April 4, 12
  28. 28. All the things you don’t do! 16Wednesday, April 4, 12
  29. 29. All the things you don’t do! LICENSING 16Wednesday, April 4, 12
  30. 30. All the things you don’t do! LICENSING SHOPPING CART 16Wednesday, April 4, 12
  31. 31. All the things you don’t do! LICENSING SHOPPING PAYMENT CART GATEWAY 16Wednesday, April 4, 12
  32. 32. All the things you don’t do! LICENSING SHOPPING PAYMENT BILLING & CART GATEWAY INVOICING 16Wednesday, April 4, 12
  33. 33. All the things you don’t do! LICENSING SHOPPING PAYMENT BILLING & COLLECT CART GATEWAY INVOICING TAXES 16Wednesday, April 4, 12
  34. 34. All the things you don’t do! LICENSING SHOPPING PAYMENT BILLING & COLLECT RENEWALS CART GATEWAY INVOICING TAXES 16Wednesday, April 4, 12
  35. 35. How does it work? 17Wednesday, April 4, 12
  36. 36. 1. Technical Requirements 2. Business Decisions 3. Marketing Capabilities 18Wednesday, April 4, 12
  37. 37. 1 Technical Requirements 19Wednesday, April 4, 12
  38. 38. 20Wednesday, April 4, 12
  39. 39. Wednesday, April 4, 12 } 20
  40. 40. Compatibility Confluence 3.1 Dec 2009 27 months JIRA 4.1 April 2010 23 months Bamboo 2.6 June 2010 20 months Fisheye / Crucible 2.4 October 2010 16 months 21Wednesday, April 4, 12
  41. 41. Full Details in the Next Talk 22Wednesday, April 4, 12
  42. 42. 2 Business Decisions 23Wednesday, April 4, 12
  43. 43. One Guiding Principle 24Wednesday, April 4, 12
  44. 44. One Guiding Principle 24Wednesday, April 4, 12
  45. 45. • Licensing & Pricing • Legal • Experts • Discounts • Payment 25Wednesday, April 4, 12
  46. 46. Licensing & Pricing 26Wednesday, April 4, 12
  47. 47. Licensing & Pricing Flexibility & Simplicity 26Wednesday, April 4, 12
  48. 48. Licensing & Pricing Match User Tiers 27Wednesday, April 4, 12
  49. 49. Licensing & Pricing Match License Types 28Wednesday, April 4, 12
  50. 50. Licensing & Pricing 29Wednesday, April 4, 12
  51. 51. Licensing & Pricing You Pick the Prices 29Wednesday, April 4, 12
  52. 52. Example: Confluence Add-on 30Wednesday, April 4, 12
  53. 53. Example: Confluence Add-on Users Base Your Your Your Your Your Confluence Add-on Renewal Academic Acd. Renewal Community 10 $10 $10 $10 $10 $10 $0 25 $800 $400 $200 $200 $100 $0 50 $1,600 $800 $400 $400 $200 $0 100 $2,200 $1,100 $550 $550 $275 $0 500 $4,000 $2,000 $1,000 $1,000 $500 $0 2,000 $8,000 $4,000 $2,000 $2,000 $1,000 $0 2,000+ $12,000 $6,000 $3,000 $3,000 $1,500 $0 30Wednesday, April 4, 12
  54. 54. Example: Confluence Add-on Users Base Your Your Your Your Your Confluence Add-on Renewal Academic Acd. Renewal Community 10 $10 $10 $10 $10 $10 $0 25 $800 $400 $200 $200 $100 $0 50 $1,600 $800 $400 $400 $200 $0 100 $2,200 $1,100 $550 $550 $275 $0 500 $4,000 $2,000 $1,000 $1,000 $500 $0 2,000 $8,000 $4,000 $2,000 $2,000 $1,000 $0 2,000+ $12,000 $6,000 $3,000 $3,000 $1,500 $0 30Wednesday, April 4, 12
  55. 55. Example: Confluence Add-on Users Base Your Your Your Your Your Confluence Add-on Renewal Academic Acd. Renewal Community 10 $10 $10 $10 $10 $10 $0 25 $800 $400 $200 $200 $100 $0 50 $1,600 $800 $400 $400 $200 $0 100 $2,200 $1,100 $550 $550 $275 $0 500 $4,000 $2,000 $1,000 $1,000 $500 $0 2,000 $8,000 $4,000 $2,000 $2,000 $1,000 $0 2,000+ $12,000 $6,000 $3,000 $3,000 $1,500 $0 30Wednesday, April 4, 12
  56. 56. Example: Confluence Add-on Users Base Your Your Your Your Your Confluence Add-on Renewal Academic Acd. Renewal Community 10 $10 $10 $10 $10 $10 $0 25 $800 $400 $200 $200 $100 $0 50 $1,600 $800 $400 $400 $200 $0 100 $2,200 $1,100 $550 $550 $275 $0 500 $4,000 $2,000 $1,000 $1,000 $500 $0 2,000 $8,000 $4,000 $2,000 $2,000 $1,000 $0 2,000+ $12,000 $6,000 $3,000 $3,000 $1,500 $0 30Wednesday, April 4, 12
  57. 57. Example: Confluence Add-on Users Base Your Your Your Your Your Confluence Add-on Renewal Academic Acd. Renewal Community 10 $10 $10 $10 $10 $10 $0 25 $800 $400 $200 $200 $100 $0 50 $1,600 $800 $400 $400 $200 $0 100 $2,200 $1,100 $550 $550 $275 $0 500 $4,000 $2,000 $1,000 $1,000 $500 $0 2,000 $8,000 $4,000 $2,000 $2,000 $1,000 $0 2,000+ $12,000 $6,000 $3,000 $3,000 $1,500 $0 30Wednesday, April 4, 12
  58. 58. Example: Confluence Add-on Users Base Your Your Your Your Your Confluence Add-on Renewal Academic Acd. Renewal Community 10 $10 $10 $10 $10 $10 $0 25 $800 $400 $200 $200 $100 $0 50 $1,600 $800 $400 $400 $200 $0 100 $2,200 $1,100 $550 $550 $275 $0 500 $4,000 $2,000 $1,000 $1,000 $500 $0 2,000 $8,000 $4,000 $2,000 $2,000 $1,000 $0 2,000+ $12,000 $6,000 $3,000 $3,000 $1,500 $0 30Wednesday, April 4, 12
  59. 59. Example: Confluence Add-on Users Base Your Your Your Your Your Confluence Add-on Renewal Academic Acd. Renewal Community 10 $10 $10 $10 $10 $10 $0 25 $800 $400 $200 $200 $100 $0 50 $1,600 $800 $400 $400 $200 $0 100 $2,200 $1,100 $550 $550 $275 $0 500 $4,000 $2,000 $1,000 $1,000 $500 $0 2,000 $8,000 $4,000 $2,000 $2,000 $1,000 $0 2,000+ $12,000 $6,000 $3,000 $3,000 $1,500 $0 30Wednesday, April 4, 12
  60. 60. Licensing & Pricing • You set commercial price • 30-day evaluations always free • Yearly renewals always 50% • Academic licenses always 50% • Community licenses always free • Upgrades calculated automatically • Never less than $10 31Wednesday, April 4, 12
  61. 61. Licensing & Pricing • Users use the our shopping cart • We send evaluation reminders Paid Invoice Summary Paid Invoice Paid Invoice Number: AT-420 278 ABN: 53 102 443 916 Date Issued: 11 Mar 2012 • We send quotes and invoices Bill To: Jonathan Nolen jonathan@jnolen.com 8058952794 Jonathan Nolen 2125 Bryant Street #118 Ship To: Jonathan Nolen jonathan@jnolen.com 8058952794 Jonathan Nolen 2125 Bryant Street #118 San Francisco CA 94110 • United States of America San Francisco CA 94110 We send renewal reminders United States of America Total Paid: USD $10.00 Date Paid: 11 Mar 2012 Qty Product Unit Price Adjustment JIRA 10 Users: Starter License Total 1 - Support Period: 11 Mar 2012 - 11 Mar 2013 $10.00 USD $10.00 USD Total Amount Paid (USD) Product $10.00 Support Period JIRA 10 Users: Starter License Support Entitlement Number 11 Mar 2012 - 11 Mar 2013 SEN-2227035 OFFICIAL RECEIPT Invoice Total: $10.00 Payment Received: -$10.00 Amount Now Due: $0.00 Credit Card Number: ************1969 Cardholders Name: Jonathan D. Nolen Thank you for your payment! Refunds and Exchanges: You can request a refund or an exchange After the 30-day period, refunds up to 30 days after the date of purchase or exchanges will not be available on this invoice. refund or an exchange. . Please note that Starter licenses are not eligible for a Atlassian Pty Ltd, 173-185 Sussex St, Sydney NSW 2000, Australia Email: billing@atlassian.com Tel: (+1) 415 701-1110 Fax: (+1) 415 449-6222 32Wednesday, April 4, 12
  62. 62. ? 33Wednesday, April 4, 12
  63. 63. Legal 34Wednesday, April 4, 12
  64. 64. Legal Atlassian’s Standard Terms 34Wednesday, April 4, 12
  65. 65. Experts 35Wednesday, April 4, 12
  66. 66. Experts Opt-in 20% Incentive 35Wednesday, April 4, 12
  67. 67. Discount 36Wednesday, April 4, 12
  68. 68. Discount No additional discounts (yet) 36Wednesday, April 4, 12
  69. 69. Payment $ 37Wednesday, April 4, 12
  70. 70. Payment Monthly payment $ 37Wednesday, April 4, 12
  71. 71. Payment Monthly payment Near realtime info $ 37Wednesday, April 4, 12
  72. 72. 3 Marketing Capabilities 38Wednesday, April 4, 12
  73. 73. Selling add-ons Add-on Developers Atlassian customers 45k+ Development Teams 39Wednesday, April 4, 12
  74. 74. Selling add-ons • Marketing and Sales Add-on Developers Atlassian customers • Add-on licensing 45k+ Development Teams • Payment processing • Customer retention 39Wednesday, April 4, 12
  75. 75. 40Wednesday, April 4, 12
  76. 76. 40Wednesday, April 4, 12
  77. 77. 41Wednesday, April 4, 12
  78. 78. 41Wednesday, April 4, 12
  79. 79. 42Wednesday, April 4, 12
  80. 80. 42Wednesday, April 4, 12
  81. 81. 43Wednesday, April 4, 12
  82. 82. 43Wednesday, April 4, 12
  83. 83. Wednesday, April 4, 12
  84. 84. Wednesday, April 4, 12
  85. 85. 45Wednesday, April 4, 12
  86. 86. 45Wednesday, April 4, 12
  87. 87. 45Wednesday, April 4, 12
  88. 88. 45Wednesday, April 4, 12
  89. 89. 45Wednesday, April 4, 12
  90. 90. 45Wednesday, April 4, 12
  91. 91. 45Wednesday, April 4, 12
  92. 92. Add-on approval • Tested and working • Installable in the product via UPM • Include the branding assets • Pricing and payment information • You must offer Support 46Wednesday, April 4, 12
  93. 93. 47Wednesday, April 4, 12
  94. 94. 47Wednesday, April 4, 12
  95. 95. 48Wednesday, April 4, 12
  96. 96. Add-on profile contest • Add creative assets to your add-on profile by May 1st • Win free trip and accommodation for Atlassian Summit 49Wednesday, April 4, 12
  97. 97. Add-on profile contest • Add creative assets to your add-on profile by May 1st • Win free trip and accommodation for Atlassian Summit 49Wednesday, April 4, 12
  98. 98. Logo 50Wednesday, April 4, 12
  99. 99. Logo 50Wednesday, April 4, 12
  100. 100. Logo 50Wednesday, April 4, 12
  101. 101. Logo 50Wednesday, April 4, 12
  102. 102. Banner 51Wednesday, April 4, 12
  103. 103. Banner 51Wednesday, April 4, 12
  104. 104. Banner 51Wednesday, April 4, 12
  105. 105. Banner 51Wednesday, April 4, 12
  106. 106. Banner 51Wednesday, April 4, 12
  107. 107. Banner 51Wednesday, April 4, 12
  108. 108. Banner 51Wednesday, April 4, 12
  109. 109. Banner Lorem ipsum dolor sit amet consectetuer. My add-on is so awesome and it does so many things I can’t even begin to tell you how awesome it is. Try it out for yourself and be amazed by it’s awesomeness. Do it. Do it. 51Wednesday, April 4, 12
  110. 110. Banner Your single source of truth for managing team leave, tracking projects, and planning events. 51Wednesday, April 4, 12
  111. 111. Marketing your add-on • Upload logo and banner • Add 5-10 screenshots • Describe benefits, not only features • Assign the right 3 labels • Frequently update latest changes • Share your add-on profile with the world • Assess your End User License Agreement terms 52Wednesday, April 4, 12
  112. 112. Marketing your add-on • Upload logo and banner • Add 5-10 screenshots • Describe benefits, not only features • Assign the right 3 labels • Frequently update latest changes • Share your add-on profile with the world • Assess your End User License Agreement terms 52Wednesday, April 4, 12
  113. 113. Google Analytics • Add a Google Analytics tracking code to your add- on profile • Use campaign codes as parameters on every URL • Regularly check for visitors and their behavior 53Wednesday, April 4, 12
  114. 114. Google Analytics • Add a Google Analytics tracking code to your add- on profile • Use campaign codes as parameters on every URL • Regularly check for visitors and their behavior 53Wednesday, April 4, 12
  115. 115. Badges Use Available on the Atlassian Marketplace badges 54Wednesday, April 4, 12
  116. 116. Badges Use Available on the Atlassian Marketplace badges 54Wednesday, April 4, 12
  117. 117. Trial conversion and renewals • Reminder before trial expiry • After quote was created • Receipt after payment • Contact details confirmation • Up to 5 emails before maintenance expiry 55Wednesday, April 4, 12
  118. 118. Trial conversion and renewals • Reminder before trial expiry • After quote was created • Receipt after payment • Contact details confirmation • Up to 5 emails before maintenance expiry 55Wednesday, April 4, 12
  119. 119. Customer and Sales data • Customer and license data • Sales and downloads data • csv reports almost realtime • Financial report end of month • Later: developer dashboard 56Wednesday, April 4, 12
  120. 120. Customer and Sales data • Customer and license data • Sales and downloads data • csv reports almost realtime • Financial report end of month • Later: developer dashboard 56Wednesday, April 4, 12
  121. 121. • Technical Requirements • Business Decisions • Marketing Capabilities 57Wednesday, April 4, 12
  122. 122. Sign me up! 58Wednesday, April 4, 12
  123. 123. Sign-up • Set up a Vendor Account • Tell us about your Add-on • Set your pricing • Give us your bank details • Submit for Approval 59Wednesday, April 4, 12
  124. 124. One More Thing 60Wednesday, April 4, 12
  125. 125. Remember This? 75% DEVELOPER 25% ATLASSIAN 61Wednesday, April 4, 12
  126. 126. Early Bird Pricing Launch your add-on on Marketplace by May 30th, 85% DEVELOPER 15% ATLASSIAN and get 85/15 revenue split until the end of the year! 62Wednesday, April 4, 12
  127. 127. Conclusion 63Wednesday, April 4, 12
  128. 128. Why are we doing this? 64Wednesday, April 4, 12
  129. 129. Strong DevelopersWednesday, April 4, 12 = Strong Atlassian 65
  130. 130. New Businesses Thrive 66Wednesday, April 4, 12
  131. 131. The Choice is Yours • 100% Opt-in • Non-Atlassian Commercial Add-on • Free Add-ons Always Welcome 67Wednesday, April 4, 12
  132. 132. The easiest, best way to sell your add-on 68Wednesday, April 4, 12
  133. 133. Save Time & Effort 69Wednesday, April 4, 12
  134. 134. Reach 45,000 Dev Teams 70Wednesday, April 4, 12
  135. 135. Rev Your Business Engine 71Wednesday, April 4, 12
  136. 136. Build. Something. Amazing. 72Wednesday, April 4, 12
  137. 137. http://atlss.in/z6X2EWWednesday, April 4, 12
  138. 138. Objectives of the Marketplace 74Wednesday, April 4, 12
  139. 139. 1. Help Add-on Vendors become more successful 75Wednesday, April 4, 12
  140. 140. 2. Bring new Developers and new Commercial Add-ons into the Ecosystem 76Wednesday, April 4, 12
  141. 141. 3. Help more users benefit from Add-ons 77Wednesday, April 4, 12
  142. 142. 4. Grow the Ecosystem by allowing Atlassian to re-invest in it 78Wednesday, April 4, 12
  143. 143. 5. Our products + your plugins become irreplaceable 79Wednesday, April 4, 12

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