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The Art of the Bootstrap - Atlassian Starter Day 2010
Atlassian started in a garage in Australia in 2002 and has grown to over $60 million in revenue after 8 years. The founders, Mike Cannon-Brookes and Scott Farquhar, bootstrapped the company through careful financial planning and using their product themselves. Their model involved selling software at an affordable price globally to gain thousands of customers and allowing the product to market itself through its usefulness.
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The Art of the Bootstrap - Atlassian Starter Day 2010
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- 2. Art of theBootstrap From garage to $60 million in 8 years Mike Cannon-Brookes Scott Farquhar mike@atlassian.com scott@atlassian.com 2
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- 4. 1 Start with two 4
- 5. Combine this & nextslide Share the low points 5
- 6. Share the highpoints 6
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- 8. biz 2 Need a ^ model Not all models work for bootstapping 8
- 9. Enterprise Software Atlassian Model 9
- 10. 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
- 11. 3 Use your own product 11
- 12. You are yourown best customer 12
- 13. Prod uct S potli ght R epo rt (G reen z one) - Rep Prod o rting u Gree ct Sp n Zo 0+ ne - 200+20 Added by Jo ot light Extra 1 0 1 0 -20 Repo net hn R 101-20 00 oten ys) rt (G stein le (Da , last edite reenz les Cyc 1-100 -1 51 d by John one) boo Sa 5 Roten stein Bam 0 0-50 0-5 on M This ay 11 data , 2010 ys) is de Prod cle (Da rived uct S from potlig ales Cy Exclu NetS ht Rep des S uite sa JIRA S 4% In futu tarter les fig ort (G ures, reenzo 17% re, w lic e hope enses upda ted ni ne) to ad ghtly. d Act Pleas ive U 9/06 Prod e sele ser co unts, /10 1 uct ct Rep 0:16 5% evalua ort O JIRA Stud ption tions, AM 13% io s downl Perio oads d , etc 21% Month Quart 59% Disp er lay Char t Data Dictio Disp nary lay 25% 57% days d er 100 80% un ays ys) de r 100 d ales Cy cle (Da 82% un Conflu ence S ays) Sales Cycle (D Crowd 6% 14% 3% 6% 1 20% 60% 81% days d er 100 80% un days der 100 97% un 0 days in > 30 sented t not d er-repre n ger, bu ill be un ay be lo ug 07, so w cyc le. It m since A m sales ndatory minimu only ma nts the license . erver id represe us eval Notes: d Crow ds tions, th is a previo data. boo an rlie r evalua could match n th e above - Bam y be ea ere we isions o ere ma ses wh any dec - As th ial licen making r mmerc ology before shorte resents co method only rep for the - This t Scott e contac - Pleas Labe ls greenz one -s al es Printe d by Atlass ian C onflu ence 3.3 -b eta2, the E nterprise Wiki. https ://ex trane t.atla ssian .com 4 /disp lay/G Measure everything REEN ZON E/Pro duct + Spot ligh… onth s_valu e=36 &run _1__ more = false &run _1_w idth_ value = 700& r un_1 =run Page 1 of 1 13
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- 15. Test everything ... and fail fast! 15
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- 17. 5 Always be closing mark eting 17
- 18. Be loud &unique Buy the beer at the conference 18
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- 20. Make everything acampaign 20
- 21. “One of myhousemates 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 21
- 22. You can betoo clever 22
- 23. 6 Your first idea will fail 23
- 24. Note: slides automaticallyprogress after first click Ours did 24
- 25. 7 Long-term thinking 25
- 26. The Mission “To bethe best in the world... sir!” - Maverick, Top Gun 26
- 27. The Mission “Ourmission is to build a different kind of software company. A company that listens to client needs, values innovation in development “Create useful products people with after” simplicity. and solves customer problems lust brilliant Our commitment to legendary service provides consistent, high quality support for all our customers.” 27
- 28. 50,000 customers Havelofty goals 28
- 29. 8 Know when to switch gears 29
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- 31. Learn to letpeople go 31
- 32. 9 Build somewhere you want to work 32
- 33. “It is promisingthat Atlassian received such high calibre applications for mine to be discontinued” 33
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- 35. Open company, nobullshit. Build with heart and balance. Don’t fuck the customer. Play, as a team. Be the change you seek. 35
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- 38. Events 38
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- 40. 1 Start with two 6 Your first idea will fail 2 Needs a business model 7 Long-term thinking 3 Use your own product 8 Know when to switch gears 4 Test everything 9 Build somewhere you want to work 5 Always be marketing 10 Give experiences 40
- 41. Thank You Mike Cannon-Brookes Scott Farquhar mike@atlassian.com scott@atlassian.com 41