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The Atlassian Story
From garage to $60 million in 8 years




                      Scott Farquhar
                      s...
1
                     Concept


            8 years: Bootstrapped
Atlassian     4
            Launch   Track
            ...
1 Start with two   Need a co-pilot
Photo from
                       Botswana



Share the low points
Share the high points
Half each   That means 50/50!
biz
2 Need a ^ model   Not all models work for bootstrapping
Enterprise Software   Freemium Model
                      Atlassian Model
  SalesForce.com         DropBox
Model Evolution

•No $ for sales team? Must sell itself
•Sell itself? Must be low price
•Low $? Must sell 000s of copies
•...
Stay true to your model
3

Use your own product
You are your own best customer
Prod
                                                                                                                     ...
Test everything   ... and fail fast!
5   Always be closing
                m arketing
Be loud & unique

Buy the beer at the conference
Ship something tangible
Make everything a
campaign
“One of my housemates just had his first day at Atlassian today, and
he came home talking about how when he arrived his wor...
6

Your first idea
   will fail
Ours did   OrionSupport to JIRA
7   Long-term thinking   Be here in 50 years
The Mission




“To be the best in the world... sir!” - Maverick, Top Gun
The Mission


“Our mission is to build a different kind of software company.
A company that listens to client needs, value...
50,000
customers
8   Know when to switch gears
Generalists to specialists
Let
people
go
9
Build somewhere you
want to work
“It is promising
 that Atlassian
 received such
  high calibre
applications for
   mine to be
 discontinued”
Jim Collins: Mars Group
Open company, no bullshit.



    Build with heart and balance.



         Don’t fuck the customer.



              Play...
10

Give
experiences
Mission Atlassian
Video online:

http://www.youtube.com/watch?v=kncEDi_hVLM
Events
1   Start with two          6    Your first idea will fail



2   Need a business model   7    Long-term thinking


       ...
Thank You



      Scott Farquhar
      scott@atlassian.com
      Twitter: scottfarkas
Business of software 2010   atlassian lessons
Business of software 2010   atlassian lessons
Business of software 2010   atlassian lessons
Business of software 2010   atlassian lessons
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Business of software 2010 atlassian lessons

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Business of software 2010 atlassian lessons

  1. 1. The Atlassian Story From garage to $60 million in 8 years Scott Farquhar scott@atlassian.com Twitter: scottfarkas
  2. 2. 1 Concept 8 years: Bootstrapped Atlassian 4 Launch Track 2 Plan 3 months: Venture Funded 3 Build
  3. 3. 1 Start with two Need a co-pilot
  4. 4. Photo from Botswana Share the low points
  5. 5. Share the high points
  6. 6. Half each That means 50/50!
  7. 7. biz 2 Need a ^ model Not all models work for bootstrapping
  8. 8. Enterprise Software Freemium Model Atlassian Model SalesForce.com DropBox
  9. 9. Model Evolution •No $ for sales team? Must sell itself •Sell itself? Must be low price •Low $? Must sell 000s of copies •000s of copies? Must sell globally •Customer must buy, we can’t sell sell itself affordable global open
  10. 10. Stay true to your model
  11. 11. 3 Use your own product
  12. 12. You are your own best customer
  13. 13. Prod uc t Spot lig ht Rep or t (Gre en zone )-R epor Prod ting uct S Green Zone 0+ potlig 200+20 200 - Extr Adde d by John h t Rep anet 1- 100 Roten s) 101-20 00 ort stein le (Day , last edite (Gree Cyc 51-1 51-100 d by nzon o Sales John Roten e) Bambo stein 0-50 0-50 This data on Ma y 11, 20 10 s) is de Prod le (Day rived uct Sp from les Cyc Exclu NetSu otligh des Sta ite sa t Repo JIRA Sa 4% In fut les fig rt (G ure, we rter licens reenz 17% ures, one) hope es upda ted nig to ad htly. d Ac Pleas tive Us 9/06 Prod e selec er co unts, /10 1 uct t Repo evalu 0:16 5% JIRA rt Op ation AM 13% Studio tions s, do wnloa Perio ds, etc d 21% Month Quart 59% Disp er lay Chart Data Dictio Disp na lay ry 25% 57% days der 100 80% un days s) der 100 (Day s Cycle 82% un le ence Sa Conflu s) yc le (Day Sales C Crowd 6% 14% 3% 16% 20% 60% 81% days der 100 80% un days der 100 97% un ys > 300 da nted in t r-represe r, but no be unde be longe , so will . It may Aug 07 les cycle to ry since mum sa manda e mini . id only ents th license Notes: owd se rver is repres s eval o and Cr ions, th atch a previou e data. - Bambo r evaluat could m the abov be earlie ere we ions on ere may ses wh any decis - As th cial licen making shor ter commer log y before esents methodo only repr for the - This t Scott contac - Please Labe ls green zone -sales Printed by Atl as sian Confl uence 3.3 -beta2 , the Enter pri se Wi ki. https: //ex tranet .atlas sian.c om/d isplay /GREE NZO NE/Pr oduc t+ Spot ligh… onth s_valu e=36 &run_ 1__m ore= false& run_ 1_wid th_val ue=7 00&ru n_1= run Page 4 1 of 1 Measure everything Entire funnel
  14. 14. Test everything ... and fail fast!
  15. 15. 5 Always be closing m arketing
  16. 16. Be loud & unique Buy the beer at the conference
  17. 17. Ship something tangible
  18. 18. Make everything a campaign
  19. 19. “One of my housemates just had his first day at Atlassian today, and he came home talking about how when he arrived his workstation and user accounts were already ready to go, and he had a desk with a welcome card and some chocolates. He was really buzzed about working there. I'm sure there are a lot of people directly and indirectly responsible for that experience, but I know how this kind of culture tends to start at the top. I just wanted to say congratulations, because it sounds like you've created the kind of environment where your staff feel valued from the second they walk in the door, and want to brag to their friends when they get home.” Market to your employees All the time
  20. 20. 6 Your first idea will fail
  21. 21. Ours did OrionSupport to JIRA
  22. 22. 7 Long-term thinking Be here in 50 years
  23. 23. The Mission “To be the best in the world... sir!” - Maverick, Top Gun
  24. 24. The Mission “Our mission is to build a different kind of software company. A company that listens to client needs, values innovation in development and solves customer problems with brilliant “Create useful products people lust after” simplicity. Our commitment to legendary service provides consistent, high quality support for all our customers.”
  25. 25. 50,000 customers
  26. 26. 8 Know when to switch gears
  27. 27. Generalists to specialists
  28. 28. Let people go
  29. 29. 9 Build somewhere you want to work
  30. 30. “It is promising that Atlassian received such high calibre applications for mine to be discontinued”
  31. 31. Jim Collins: Mars Group
  32. 32. Open company, no bullshit. Build with heart and balance. Don’t fuck the customer. Play, as a team. Be the change you seek.
  33. 33. 10 Give experiences
  34. 34. Mission Atlassian Video online: http://www.youtube.com/watch?v=kncEDi_hVLM
  35. 35. Events
  36. 36. 1 Start with two 6 Your first idea will fail 2 Need a business model 7 Long-term thinking Know when to switch 3 Use your own product 8 gears Build somewhere you 4 Test everything 9 want to work 5 Always be marketing 10 Give experiences
  37. 37. Thank You Scott Farquhar scott@atlassian.com Twitter: scottfarkas

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