subscribed 2015: reigniting your growth engine
TRANSCRIPT
Moderator: Kristin HaganTechnology Partnerships
@kristinhagan
Rebecca KlineCOO, Malwarebytes
Brian CloughleyHead of Business Operations,
Autodesk
Speakers
Rebecca Kline, COO
• Rebecca Kline is COO of Malwarebytes, a computer security firm founded in 2008.
• Current focuses include customer lifecycle management and building the requisite infrastructure and business platforms for scaling.
• She previously served as CMO and implemented a product marketing strategy, including the full rollout of the subscription model.
Brian Cloughley, Head of
Business• Director of Operations for Autodesk BIM
360
• Current focus is on acquiring and retaining subscribers for BIM 360 and insuring tools, processes, and systems are in place to support these new models.
• Previously, Brian has held multiple positions within sales operations and enablement driving out programs to increase sales capacity globally
Corporate Overview
Industry-leading Anti-malware And Internet Security Software
Malwarebytes officially incorporated in 2008; Rooted in malware forums and community
collaboration.
195 employees located globally, with 65% focused on research and development.
Headquartered in San Jose, CA. International offices located in Cork, Ireland and Tallin, Estonia.
Launched Malwarebytes Anti-Malware as a Freemium Consumer offering in 2008; Entered business
market 2012
Acquired Zero Vulnerability Labs in 2013; Launched Malwarebytes Anti-Exploit in 2014.
$30 million growth funding invested by Highland Capital Partners in 2014.
Malwarebytes business products provide the strong anti-malware detection and remediation your business needs to survive in today's threatscape. Unique and powerful, Malwarebytes business products deliver the layered defense experts
recommend.
Malwarebytes was founded by a group of individuals who pledged to make a
difference. Still to this day, we are dedicated to the
creation of a malware-free existence.
1.9B+ Real-time malware protection events
250M+ Unique endpoints cleaned of malware in 2014
300M+ Unique downloads
Individual threats successfully removed5B+
Corporate Overview
Corporate Overview
Autodesk started more than 30 years ago,with 16 employees and one software title.
Today more than 100 million designers, engineers, architects, creative artists, students, and hobbyists use Autodesk software and apps to unlock their creativity, build better products, and address important challenges impacting the world.
Corporate Overview
Looking toward the future
Supported by a firm financial foundation, thousands of software developers, and $500 million in annual R&D investments, Autodesk continues to develop innovative software and solutions, including:
Autodesk® 360 cloud-based framework Autodesk suites and services Integrated tools and streamlined workflows
Corporate Overview
What we do: data-driven design
Based on data-driven design technology from Autodesk, processes have emerged that enable our customers to design in more efficient, more sustainable ways:
Digital PrototypingBuilding Information Modeling (BIM)Digital Entertainment Creation
(DEC)Design visualization
Panel Questions
1. What was the overall strategy in your Pivot to Subscriptions?
e.g. acquisition, hardware to SaaS, perpetual to subscription, etc.
Subscription
$24.95/year for 3x devices
The Pivot to Subscriptions
Free
The Subscription Economy takes the changes wrought by the SaaS
model and applies them to companies in every industy.
Perpetual
$24.95/device
The Pivot to Subscriptions
The Subscription Economy takes the changes wrought by the SaaS
model and applies them to companies in every industy.
2009
First web-based CAD Acquisition
Six Acquisitions in the online applications space
Acquired TinkerCAD – entry level rapid prototyping
3 Additional web-based acquisitions
BIM 360 Subscription Services
2011
2013
2014
2015+
Panel Questions1. What was the overall strategy (acquisition, hardware to SaaS, perpetual to
subscription, etc.)?
2. PRICING: Why did you decide to change pricing? What were your perpetual pricing models? What were the new models?
3. CUSTOMER ACQUISITION: Did the change to subscriptions have an impact (short/long-term) on your customer acquisition?
4. RETENTION & UPSELLS: Did existing customers push back on the new pricing? How did you mitigate churn?
5. REPORTING: How did the change to subscriptions impact your financials?
6. CHALLENGES: What were some learning's from the pivot?
7. SYSTEMS: Did you require any additional platforms/technology?
Panel Questions2. PRICING
Why did you decide to change pricing? What were your perpetual
pricing models?
What are the new models?
Have all of your prices moved to Subscriptions?
Panel Questions
3. CUSTOMER ACQUISITION:
Did the change to subscriptions have an impact on your customer
acquisition?
Short or long-term impact?
Panel Questions
4. RETENTION & UPSELLS:
Did existing customers push back on the new pricing?
How did you mitigate churn?
Panel Questions
6. CHALLENGES:
What were some learning's from the pivot?
Were you able to learn anything from others who did this?