growing a saas business
DESCRIPTION
Learn how to grow a software as a service business. This deck covers enterprise growth, retention, and increasing renewal rates. Slides taken from the Growing a Saas Business class taught to startup founders and entrepreneurs by Dyn CTO Cory von Wallenstein at Intelligent.ly in Boston.TRANSCRIPT
presents
CORY VON WALLENSTEIN@cvonwallenstein
Growing a Successful SaaS Business
@cvonwallenstein from @DynInc
Agenda • Story of growing a SaaS business– Growing enterprise– Ensuring enterprise reten=on– Growing self-‐service– Increasing self-‐service renewals
• Your story– Let’s dive into what maCers for you!
@cvonwallenstein from @DynInc
But First, Who Is Dyn?• Internet Infrastructure as a Service
– Managed DNS and Email Delivery
• 180 Global Employees• Headquarters in Manchester, NH (offices in SFO & UK too)• Raised first financing in Oct 2012: $38MM from NorthBridge
@cvonwallenstein from @DynInc
Growing Enterprise
@cvonwallenstein from @DynInc
@cvonwallenstein from @DynInc
How we grew our
Enterprise business
• Rock solid product that met a proven need
• Building a beCer mouse trap didn’t ensure success
• Needed to stand out from the crowd– In garnering aCen=on– In being fundamentally different
• Lock arms with customers, help them build their business, they will help you build your business
• Not selling DNS, selling trust and confidence
@cvonwallenstein from @DynInc
Ensuring Enterprise Reten=on
@cvonwallenstein from @DynInc
@cvonwallenstein from @DynInc
How we retain our Enterprise business
• Upsell is a cri=cal component of SaaS growth– Near 50% from upsell
• Need more than one vector– Advanced features– Service consump=on• DON’T USE SEATS!
• No one likes overages– Conversa=on on “congrats on the growth, let’s make sure you’re in the right package for next year!”
– Don’t penalize growth of customers, reward them!
@cvonwallenstein from @DynInc
eCommerce(self –service)
@cvonwallenstein from @DynInc
eCommerce on dyn.com – 18 months$500k per month in new recurring revenue
Over $6MM per year growth
@cvonwallenstein from @DynInc
We are the DNS experts.
• Names to numberstwiCer.com -‐> 168.143.162.52
• Enterprise (DynECT DNS)
– $200/mo & up, ARPU $600/mo
• SMB (DynECT DNS Lite)
– $30-‐90/mo, leading to full DynECT
• Home User (DynDNS)
– $20-‐$30/year, ARPU $50/year
@cvonwallenstein from @DynInc
Self service paCerns of behavior
• What paCerns did we find?– Purchase paFerns• Freemium vs trials?• When do people go from free to paid?
– Renewal paFerns• When do people renew?• How do they renew?• Do people forget to renew?
@cvonwallenstein from @DynInc
Purchase PaCerns
@cvonwallenstein from @DynInc
Freemium vs trials?
= 2x
@cvonwallenstein from @DynInc
When do people go from free to paid?
@cvonwallenstein from @DynInc
When do people go from free to paid?
@cvonwallenstein from @DynInc
Renewal PaCerns
@cvonwallenstein from @DynInc
When do people renew?
@cvonwallenstein from @DynInc
How do people renew?
@cvonwallenstein from @DynInc
How do people renew?
@cvonwallenstein from @DynInc
How do people renew?
@cvonwallenstein from @DynInc
Do people forget to renew?
@cvonwallenstein from @DynInc
Your Story
@cvonwallenstein from @DynInc
Fireside Chats
@cvonwallenstein from @DynInc
Growing a Successful SaaS BusinessCory von Wallenstein
Chief Technology Officer, Dyn Inc.@[email protected]
