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LESSONS LEARNED
From 10 Years
Of
@dharmesh v:00.08
Hi, I’m
@dharmesh
This is #bos2016
All-in-one inbound marketing
and sales software.
I’m co-founder/CTO
I love software
businesses.
2008 Insights From In And Around MIT
My History With Business of Software
2008 Insights From In And Around MIT
2009 Ideas For Building Better Software Businesses
2010 Building Great Software Busin...
2008 Insights From In And Around MIT
2009 Ideas For Building Better Software Businesses
2010 Building Great Software Busin...
$HUBS IPO: OCT 2014
2008 Insights From In And Around MIT
2009 Ideas For Building Better Software Businesses
2010 Building Great Software Busin...
2015: 14,000 people
2008 Insights From In And Around MIT
2009 Ideas For Building Better Software Businesses
2010 Building Great Software Busin...
2008 Insights From In And Around MIT
2009 Ideas For Building Better Software Businesses
2010 Building Great Software Busin...
$15,387
$28,553
$51,604
$77,634
$115,876
$181,943
$0
$25,000
$50,000
$75,000
$100,000
$125,000
$150,000
$175,000
$200,000
...
$HUBS (Q2 2016)
• Revenue: $64M+
• Growth: 50%+
• Customers: 20,000+
• Employees: 1,300+
• Founders: 2 J J
http://growthbot.org
LESSONS LEARNED
From 10 Years
Of (Likely) Mistakes
At
This presentation includes certain “forward-looking statements" within the meaning of the Private Securities Litigation Re...
Just because we’ve done well
in the past doesn’t necessarily
mean we’ll do well in the future.
Your mileage will vary.
OPPOSITE ALSO TRUE:
Just because we’ve made
some sub-optimal decisions in
the past doesn’t mean we’ll do
so in the future.
You’ve got questions?
I’ve got opinions.
(some of them are even well informed)
The Early Days
2727
30
A dozen years ago, I
met this super-clueful
guy at MIT.
31
A dozen years ago, I
met this super-clueful
guy, Brian Halligan.
Just one problem:
He’s in business school.
P(success) = 0.01 (1%)
P(success) =
.01
X * Y * Z
P(success) =
.01
2n
P(success) =
.01
2n
n = # of MBAs on early team
36
Wait…I’m in
business
school too.
Title Degree P(success)
Founder/CEO MBA (MIT) 0.5%
Founder/CTO MBA (MIT) 0.25%
Title Degree P(success)
Founder/CEO MBA (MIT) 0.5%
Founder/CTO MBA (MIT) 0.25%
VP Marketing MBA (MIT) 0.125%
VP Sales MBA ...
Title Degree P(success)
Founder/CEO MBA (MIT) 0.5%
Founder/CTO MBA (MIT) 0.25%
VP Marketing MBA (MIT) 0.125%
VP Sales MBA ...
KIDDING ASIDE:
I am actually a fan of MBAs.
MBA density was not the problem.
THE PROBLEM: Early seeds of homogeneity.
Why People Are Perplexing
PEERS > BEERS
Rank Company Score
#1 Google 4.5
#13 Facebook 4.1
#18 Adobe 4.1
#22 Apple 4.0
#23 LinkedIn 4.0
Top Companies
To Work For 2...
Rank Company
#1 AirB&B
#2 Bain and Company
#3 Guidewire
#4 HubSpot
#5 Facebook
#6 LinkedIn
#7 Boston Consulting Group
#8 G...
PROBLEM:
We should have started sooner.
Took too long to put someone
awesome in leadership role.
Vision and Market
MISSION:
Help organizations grow with a
more human-friendly approach
to marketing and sales.
““Internet marketing is too broad”
“Marketing automation doesn’t fit.
WE’LL CREATE OUR OWN
CATEGORY!
WE CALLED IT:
INBOUND MARKETING
TOOLS
ARE BOUGHT
VS
TRANSFORMATIONS
ARE SOLD
Couldn’t just
build a brand,
had to build a
movement.
Available in
9 languages
14,000+
Registered Attendees
3,000+
Partner...
“Targeting small and
medium businesses is a
Very Bad Idea.
- SAID ALMOST EVERYONE.
PROBLEM:
It is hard to make the unit
economics (LTV:CAC)
work in SMB.
SMB
Small Business
Enterprise
Marketing
SMB
Very Small Business
Enterprise
SMB
Very Small Business
Enterprise
Marketing Sales/CRM
Product (Mis)management
Focus on doing
one thing
exceptionally well.
We are a special little
snowflake.
We make our own rules.
First 4 Years:
Top Of The Funnel
All-In-One Platform
The problem was not trying to
build an all-in-one system.
The problem was not making a
proportional investment in
product.
LEVEL 1:
Sales/Marketing
LEVEL 2:
Product
LEVEL 3:
Culture
“Our SEO tool is great!
Easy story to tell.
Time to value is super-short.
EPISODIC NEEDS VS ETERNAL NEEDS
“We’re in the inbound marketing
business which means ToFu tools,
not marketing automation.
Who made up that definition.
Um...
Use machines to help
you make decisions
that are better for
humans.
Perils Of Pricing and Packaging
“What should we
charge for this
crazy-ambitious,
all-in-one platform
for marketing?
QUESTION: If it takes
6 MBAs 3 months
to come up with pricing,
how long does it take
2 MBAs?
QUESTION: If it takes
6 MBAs 3 months
to come up with pricing,
how long does it take
2 MBAs?
ANSWER: About 3 min.
*Not starting at $250,
just $250.
“This is SaaS. Of course
we’re going to do monthly
payments and not require
annual contracts.
- ME.
“The data we gather is much
more valuable than the
dollars we’d collect.
- ME.
HubSpot	Basic:	$250/month
MORE FEATURES VS DIFFERENT FEATURES
HubSpot	Basic:	$250/month
Bring up pricing
one more time.
I DARE YOU!
HubSpot Marketing Pricing
Upgrade based
on contact
database size.
Upgrade based on features.
Cross sell new
products into
...
Retention, Retention, Retention
Churn is not
the quickest way
to kill a growing
SaaS company.
But, it’s the most reliable.
CUSTOMER
RETENTION
VS
REVENUE
RETENTION
Absence of cancellation
is not proof of the
presence of happiness.
Presence of upgrade sells
is not proof of the absence
of unhappiness.
Winding down…
n=100 years
n=100 years VS n+10 years
BUILD
ON
Questions?
@dharmesh
(or AskGrowthBot.com)
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016
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Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 1 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 2 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 3 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 4 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 5 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 6 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 7 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 8 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 9 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 10 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 11 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 12 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 13 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 14 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 15 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 16 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 17 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 18 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 19 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 20 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 21 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 22 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 23 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 24 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 25 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 26 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 27 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 28 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 29 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 30 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 31 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 32 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 33 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 34 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 35 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 36 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 37 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 38 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 39 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 40 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 41 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 42 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 43 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 44 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 45 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 46 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 47 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 48 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 49 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 50 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 51 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 52 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 53 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 54 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 55 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 56 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 57 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 58 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 59 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 60 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 61 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 62 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 63 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 64 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 65 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 66 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 67 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 68 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 69 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 70 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 71 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 72 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 73 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 74 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 75 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 76 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 77 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 78 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 79 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 80 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 81 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 82 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 83 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 84 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 85 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 86 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 87 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 88 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 89 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 90 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 91 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 92 Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016 Slide 93
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See all talks here: http://businessofsoftware.org/2016/07/all-talks-from-business-of-software-conferences-in-one-place-saas-software-talks/

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Dharmesh Shah, What I learned in a decade at Hubspot, BoS USA 2016

  1. 1. LESSONS LEARNED From 10 Years Of @dharmesh v:00.08
  2. 2. Hi, I’m @dharmesh This is #bos2016
  3. 3. All-in-one inbound marketing and sales software. I’m co-founder/CTO
  4. 4. I love software businesses.
  5. 5. 2008 Insights From In And Around MIT My History With Business of Software
  6. 6. 2008 Insights From In And Around MIT 2009 Ideas For Building Better Software Businesses 2010 Building Great Software Businesses My History With Business of Software
  7. 7. 2008 Insights From In And Around MIT 2009 Ideas For Building Better Software Businesses 2010 Building Great Software Businesses 2011 Building Big-Ass Software Businesses 2012 Strategies For Building Great Companies 2013 Lessons From The Trenches On Scaling Culture My History With Business of Software
  8. 8. $HUBS IPO: OCT 2014
  9. 9. 2008 Insights From In And Around MIT 2009 Ideas For Building Better Software Businesses 2010 Building Great Software Businesses 2011 Building Big-Ass Software Businesses 2012 Strategies For Building Great Companies 2013 Lessons From The Trenches On Scaling Culture 2014 <absent> Time for a break / HubSpot IPO My History With Business of Software
  10. 10. 2015: 14,000 people
  11. 11. 2008 Insights From In And Around MIT 2009 Ideas For Building Better Software Businesses 2010 Building Great Software Businesses 2011 Building Big-Ass Software Businesses 2012 Strategies For Building Great Companies 2013 Lessons From The Trenches On Scaling Culture 2014 <absent> Time for a break / HubSpot IPO 2015 <absent> INBOUND event My History With Business of Software
  12. 12. 2008 Insights From In And Around MIT 2009 Ideas For Building Better Software Businesses 2010 Building Great Software Businesses 2011 Building Big-Ass Software Businesses 2012 Strategies For Building Great Companies 2013 Lessons From The Trenches On Scaling Culture 2014 <absent> Time for a break / HubSpot IPO 2015 <absent> INBOUND event 2016 I’m Back! Did you miss me? My History With Business of Software
  13. 13. $15,387 $28,553 $51,604 $77,634 $115,876 $181,943 $0 $25,000 $50,000 $75,000 $100,000 $125,000 $150,000 $175,000 $200,000 2010 2011 2012 2013 2014 2015 HubSpot Revenue (mn)
  14. 14. $HUBS (Q2 2016) • Revenue: $64M+ • Growth: 50%+ • Customers: 20,000+ • Employees: 1,300+ • Founders: 2 J J
  15. 15. http://growthbot.org
  16. 16. LESSONS LEARNED From 10 Years Of (Likely) Mistakes At
  17. 17. This presentation includes certain “forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995, including statements concerning our position to execute on our growth strategy in the mid-market, and our ability to expand our leadership position and market opportunity for our inbound platform. These forward-looking statements include, but are not limited to, plans, objectives, expectations and intentions and other statements contained in this press release that are not historical facts and statements identified by words such as "expects," "anticipates," "intends," "plans," "believes," "seeks," "estimates" or words of similar meaning. These forward-looking statements reflect our current views about our plans, intentions, expectations, strategies and prospects, which are based on the information currently available to us and on assumptions we have made. Although we believe that our plans, intentions, expectations, strategies and prospects as reflected in or suggested by those forward-looking statements are reasonable, we can give no assurance that the plans, intentions, expectations or strategies will be attained or achieved. Furthermore, actual results may differ materially from those described in the forward-looking statements and will be affected by a variety of risks and factors that are beyond our control including, without limitation, our history of losses, our ability to retain existing customers and add new customers, the continued growth of the market for an inbound platform; our ability to differentiate our platform from competing products and technologies; our ability to manage our growth effectively to maintain our high level of service; our ability to maintain and expand relationships with our marketing agency partners; our ability to successfully recruit and retain highly-qualified personnel; the price volatility of our common stock, and other risks set forth under the caption "Risk Factors" in our Quarterly Report on Form 10-Q and our other SEC filings. We assume no obligation to update any forward-looking statements contained in this document as a result of new information, future events or otherwise. Safe Harbor
  18. 18. Just because we’ve done well in the past doesn’t necessarily mean we’ll do well in the future. Your mileage will vary.
  19. 19. OPPOSITE ALSO TRUE: Just because we’ve made some sub-optimal decisions in the past doesn’t mean we’ll do so in the future.
  20. 20. You’ve got questions? I’ve got opinions. (some of them are even well informed)
  21. 21. The Early Days 2727
  22. 22. 30 A dozen years ago, I met this super-clueful guy at MIT.
  23. 23. 31 A dozen years ago, I met this super-clueful guy, Brian Halligan. Just one problem: He’s in business school.
  24. 24. P(success) = 0.01 (1%)
  25. 25. P(success) = .01 X * Y * Z
  26. 26. P(success) = .01 2n
  27. 27. P(success) = .01 2n n = # of MBAs on early team
  28. 28. 36 Wait…I’m in business school too.
  29. 29. Title Degree P(success) Founder/CEO MBA (MIT) 0.5% Founder/CTO MBA (MIT) 0.25%
  30. 30. Title Degree P(success) Founder/CEO MBA (MIT) 0.5% Founder/CTO MBA (MIT) 0.25% VP Marketing MBA (MIT) 0.125% VP Sales MBA (MIT) 0.0625%
  31. 31. Title Degree P(success) Founder/CEO MBA (MIT) 0.5% Founder/CTO MBA (MIT) 0.25% VP Marketing MBA (MIT) 0.125% VP Sales MBA (MIT) 0.0625% VP Customer MBA (MIT) 0.03125% VP Engineering MBA (MIT) 0.015625%
  32. 32. KIDDING ASIDE: I am actually a fan of MBAs. MBA density was not the problem.
  33. 33. THE PROBLEM: Early seeds of homogeneity.
  34. 34. Why People Are Perplexing
  35. 35. PEERS > BEERS
  36. 36. Rank Company Score #1 Google 4.5 #13 Facebook 4.1 #18 Adobe 4.1 #22 Apple 4.0 #23 LinkedIn 4.0 Top Companies To Work For 2015
  37. 37. Rank Company #1 AirB&B #2 Bain and Company #3 Guidewire #4 HubSpot #5 Facebook #6 LinkedIn #7 Boston Consulting Group #8 Google Top Companies To Work For 2016
 

  38. 38. PROBLEM: We should have started sooner. Took too long to put someone awesome in leadership role.
  39. 39. Vision and Market
  40. 40. MISSION: Help organizations grow with a more human-friendly approach to marketing and sales.
  41. 41. ““Internet marketing is too broad” “Marketing automation doesn’t fit. WE’LL CREATE OUR OWN CATEGORY!
  42. 42. WE CALLED IT: INBOUND MARKETING
  43. 43. TOOLS ARE BOUGHT VS TRANSFORMATIONS ARE SOLD
  44. 44. Couldn’t just build a brand, had to build a movement. Available in 9 languages 14,000+ Registered Attendees 3,000+ Partners 125,000+ Members Trained and certified 17,000+ professionals 2.0+ million Monthly Visits BLOG 19
  45. 45. “Targeting small and medium businesses is a Very Bad Idea. - SAID ALMOST EVERYONE.
  46. 46. PROBLEM: It is hard to make the unit economics (LTV:CAC) work in SMB.
  47. 47. SMB Small Business Enterprise Marketing
  48. 48. SMB Very Small Business Enterprise SMB Very Small Business Enterprise Marketing Sales/CRM
  49. 49. Product (Mis)management
  50. 50. Focus on doing one thing exceptionally well.
  51. 51. We are a special little snowflake. We make our own rules.
  52. 52. First 4 Years: Top Of The Funnel All-In-One Platform
  53. 53. The problem was not trying to build an all-in-one system. The problem was not making a proportional investment in product.
  54. 54. LEVEL 1: Sales/Marketing LEVEL 2: Product LEVEL 3: Culture
  55. 55. “Our SEO tool is great! Easy story to tell. Time to value is super-short.
  56. 56. EPISODIC NEEDS VS ETERNAL NEEDS
  57. 57. “We’re in the inbound marketing business which means ToFu tools, not marketing automation. Who made up that definition. Um, we did. [pause] Oh…
  58. 58. Use machines to help you make decisions that are better for humans.
  59. 59. Perils Of Pricing and Packaging
  60. 60. “What should we charge for this crazy-ambitious, all-in-one platform for marketing?
  61. 61. QUESTION: If it takes 6 MBAs 3 months to come up with pricing, how long does it take 2 MBAs?
  62. 62. QUESTION: If it takes 6 MBAs 3 months to come up with pricing, how long does it take 2 MBAs? ANSWER: About 3 min.
  63. 63. *Not starting at $250, just $250.
  64. 64. “This is SaaS. Of course we’re going to do monthly payments and not require annual contracts. - ME.
  65. 65. “The data we gather is much more valuable than the dollars we’d collect. - ME.
  66. 66. HubSpot Basic: $250/month
  67. 67. MORE FEATURES VS DIFFERENT FEATURES
  68. 68. HubSpot Basic: $250/month
  69. 69. Bring up pricing one more time. I DARE YOU!
  70. 70. HubSpot Marketing Pricing Upgrade based on contact database size. Upgrade based on features. Cross sell new products into both marketing and sales customers 83
  71. 71. Retention, Retention, Retention
  72. 72. Churn is not the quickest way to kill a growing SaaS company. But, it’s the most reliable.
  73. 73. CUSTOMER RETENTION VS REVENUE RETENTION
  74. 74. Absence of cancellation is not proof of the presence of happiness.
  75. 75. Presence of upgrade sells is not proof of the absence of unhappiness.
  76. 76. Winding down…
  77. 77. n=100 years
  78. 78. n=100 years VS n+10 years
  79. 79. BUILD ON
  80. 80. Questions? @dharmesh (or AskGrowthBot.com)
  • BradfordCoffey

    Dec. 6, 2016

Dharmesh talks about the lessons learned in his 10 years at Hubspot. See all talks here: http://businessofsoftware.org/2016/07/all-talks-from-business-of-software-conferences-in-one-place-saas-software-talks/

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