HOW TO TRANSFORM A SOFTWARE PRODUCT INTO A PLATFORM SAASTR 2018

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The document discusses how product companies can become platform companies. It notes that a product is an application that solves a specific problem, while a platform is common infrastructure for multiple applications. It asks what value a company's data, users, and features provide to potential platform partners. The document also considers strategic questions around whether to have an open or curated platform, and paid or free services. It suggests companies think about how to share useful, secure data; what core functionality to provide; and questions for different business functions in developing a platform strategy.

Technology

SaaStr Annual 2018 // Product to Platform – 1Ajay Agarwal // ajay@baincapital.com // @ajay_bcv
BILLION DOLLAR SAAS
How product companies become platform companies
Ajay Agarwal
Managing Director
Bain Capital Ventures

SaaStr Annual 2018 // Product to Platform – 2Ajay Agarwal // ajay@baincapital.com // @ajay_bcv
Product
Application to solve a specific
problem or use case
Platform
Common infrastructure essential
to multiple applications
What is the difference?

SaaStr Annual 2018 // Product to Platform – 3Ajay Agarwal // ajay@baincapital.com // @ajay_bcv
What are examples of platforms and their products?

SaaStr Annual 2018 // Product to Platform – 4Ajay Agarwal // ajay@baincapital.com // @ajay_bcv
Proprietary and
Unique Data
Essential
Functionality
What is my value to platform partners?
Distribution
Channel
EXAMPLESVALUE YOU NEED…
Useful Data
Lots of Users
Valuable Features

SaaStr Annual 2018 // Product to Platform – 5Ajay Agarwal // ajay@baincapital.com // @ajay_bcv
What strategic questions to ask when building a platform?
Open vs Curated Paid vs Free
Scale Effects Network Effects

SaaStr Annual 2018 // Product to Platform – 6Ajay Agarwal // ajay@baincapital.com // @ajay_bcv
Developer
Relations
Channel &
Marketing
Your platform strategy leads to important questions…
Corporate
Development
CONSIDERATIONSFUNCTION
• What data could be securely valuable to other applications?
• How can applications provide value back to my platform?
• What functionality is “core” to my platform, and where can third parties
innovate—where should I build, buy or partner?
• Would my platform benefit from certification and training programs for
partners and professionals?
• Do I need a network of system integration partners, and if so, how do I
recruit and engage them?
Engineering • Is my application built such that functions, UIs, and data could be accessed
via API in a secure, scalable way?
Sales • What additional functionality could help me sell and retain the incremental
customer?

SaaStr Annual 2018 // Product to Platform – 7Ajay Agarwal // ajay@baincapital.com // @ajay_bcv
QUESTIONS?
How product companies become platform companies
Ajay Agarwal
Managing Director
Bain Capital Ventures

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