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Scott McMullan Presentation

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Lessons from Leaders at Scale

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Scott McMullan 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 2008 2009 2010 • Over 30M active users • Over 3M businesses • More than 3,000 new businesses each day (10M are EDU)30
  6. 6. Rough breakdown of the 30 Million 10 Million are free EDU "The rest" are free Standard/Other "Millions" are paid Premier
  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. Channel +SIs +VARs +VARs +VARs +VARs Sales F r e e m i u m F r e e T r i a l
  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) (2)(3) (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 ------------ 20% discount to VAR 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 Apps Marketplace --------------------------- 20% revshare to Google
  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. 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) Summary: freemium helped us scale
  32. 32. Thanks! @scottmcmullan

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