Last Thursday Club Sep 08

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Scott Farquhar's presentation to Last Thursday club on the 25th September, 2008.

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Last Thursday Club Sep 08

  1. 1. Scaling Atlassian From garage to $50 million in 6 years Scott Farquhar scott@atlassian.com
  2. 2. Atlassian • Enterprise software company • Organically grown - no VC • Australia’s Fastest Growing (2002-2007)
  3. 3. Atlassian
  4. 4. Enterprise Software Atlassian Model
  5. 5. 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
  6. 6. Brief History Lesson
  7. 7. 2001 - Big Ideas • Scott & Mike - both 21 • $10k ‘startup capital’ • Tried multiple ideas
  8. 8. The Netherlands
  9. 9. Software ... how hard can it be?
  10. 10. 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 simplicity. Our commitment to legendary service provides consistent, high quality support for all our customers.”
  11. 11. The Mission “To be the best in the world, sir!” - Maverick, Top Gun
  12. 12. 50,000 customers
  13. 13. 2002 - JIRA Needed it. Couldn’t find it. Built it.
  14. 14. 2004 - Confluence Needed it. Couldn’t find it. Built it.
  15. 15. Wiki: Web site that allows collaborative editing of its content and structure by its users.
  16. 16. Development Tools
  17. 17. How are we going?
  18. 18. 187 98 50 20 4 7 2 June 02 June 03 June 04 Jun 05 Jun 06 Jun 07 August 08 Staff
  19. 19. 12,934 7,468 4,340 2,219 1,039 319 18 Jun 02 June 03 June 04 Jun 05 Jun 06 Jun 07 August 08 Customers
  20. 20. Who Are They? 12,000+ customers in 100+ countries across Fortune 1000, public enterprise and technology sectors Technology & Finance & Banking Science & Telecom & Corporate & Biotech Engineering Networking Government Cisco Citigroup NASA Vodafone US Supreme Oracle JP Morgan Boeing Nokia Court Novell Deutsche Bank CERN AT&T GE Siemens BNP Paribas Raytheon Bell Canada BP Fujitsu CIBC Northrop Verizon Sony Borland Merrill Lynch Grumman KPN 3M HSBC European Space Newbury BMW Pfizer World Bank Agency Networks BMG Imclone Stanford Linear Booz Allen Roche Accelerator Hamilton Accenture Australia: Telstra, Macquarie Bank, The Reserve Bank, Cochlear, Caterpillar…
  21. 21. 35 21 USD Mil 11 5 1 0 Jun 02 Jun 03 Jun 04 Jun 05 Jun 06 Jun 07 Jun 08 Sales
  22. 22. 2006 Aussie EoY
  23. 23. Mistakes
  24. 24. Ownership Structure
  25. 25. Intellectual Property
  26. 26. 2005 - The USA
  27. 27. Kick-ass
  28. 28. “It is promising that Atlassian received such high calibre applications for mine to be discontinued”
  29. 29. Atlassian’s Values '$(')&% E?+1:+-57+B56-*?/=5.:7-*+/*6+-657:-1B:+? !quot;#$%& )*+,-./0*1,23-,/-4566789:; <596=->9:8-8+1?:-1,=-4161,.+; @/,A:-B5.C-:8+-.57:/0+?; '612-17-1-:+10; <+-:8+-.81,D+-2/5-7++C;
  30. 30. First impressions
  31. 31. 360 degree feedback
  32. 32. Events
  33. 33. Mission Atlassian
  34. 34. Mission Atlassian
  35. 35. Open Company
  36. 36. Stand Up Meetings
  37. 37. Blogs
  38. 38. Measure Everything JIRA Sales Cycle (Days) Bamboo Sales Cycle (Days) 200+200+ 101-200 101-200 51-100 51-100 5% 4% 0-50 0-50 13% 17% 57% 59% 25% 21% 82% under 100 days 80% under 100 days Crowd Sales Cycle (Days) Confluence Sales Cycle (Days) 3% 6% 16% 14% 60% 20% 81% 97% under 100 days 80% under 100 days
  39. 39. tlassian Dashboard - Extranet http://extranet.atlassian.com/pages/viewpage.action?spaceKey=Admin&title=Atlassian+Dashboard&. Admin Space Metrics Atlassian Dashboard Added by Scott Farquhar, last edited by Scott Farquhar on Feb 18, 2008 (view change) Labels: sales-reporting Weekly Sales Target = US$34m Measure: Sales To reach Last 12 Week target Week Av $755k $753k $676k Marketing: Installs Measure: Installations of 1st Product Q1 Last 12 Week Target Week Avg 825 781 680 Support: Confluence and JIRA SLA Measure: JIRA and Confluence issues not answered within SLA Target Last 12 Week
  40. 40. Listen to customers
  41. 41. Dialogue with customers
  42. 42. Innovation • Customer’s buy for innovation ... but push towards normal?! • Fight it! • Google’s 20% > Fedex Day
  43. 43. Scaling Atlassian
  44. 44. The Model Itself • Do software companies scale? • Know what doesn’t scale in your model • Software = support / sales! • Invest in simple, installable, supportable, documented, quality product
  45. 45. Quality First Raised Fixed 808 338 1622 786 2564 2509
  46. 46. Marketing • First - word of mouth scales ... so make a damn good product to start ... and make it attractive! • Google AdWords • Trust is hard to scale customer lists, testimonials etc. • Beware low touch - ship a t-shirt!
  47. 47. T-shirts • 1000s of shirts shipped ... by hand! • Fulfillment now outsourced - scale • Make them wearable!
  48. 48. Learn
  49. 49. Foundation
  50. 50. Questions? Scott Farquhar scott@atlassian.com

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