All About the Marketplace

AtlasCamp EU 2012
All about the Atlassian Marketplace

Jonathan Nolen
Dir. of Developer Relations, Atlassian

Daniel Franz
Product Manager, Developer Ecosystem, Atlassian
2
Wednesday, April 4, 12

Best. AtlasCamp. Ever.

3

Memory Lane

2004 2005 2006 2007 2008 2009 2010 2011 2012

4

Memory Lane

Plugins

2004 2005 2006 2007 2008 2009 2010 2011 2012

4

Memory Lane

Conﬂuence.
Atlassian.Com

Plugins

2004 2005 2006 2007 2008 2009 2010 2011 2012

4

Memory Lane

Conﬂuence.
Atlassian.Com

Plugins Conﬂuence
Plugin
Repository

2004 2005 2006 2007 2008 2009 2010 2011 2012

4

Memory Lane

Conﬂuence. Plugin Exchange
Atlassian.Com

Plugins Conﬂuence
Plugin
Repository

2004 2005 2006 2007 2008 2009 2010 2011 2012

4

Memory Lane

Atlassian.Com

Universal Plugin
Plugins Conﬂuence
Plugin
Repository
Manager

2004 2005 2006 2007 2008 2009 2010 2011 2012

4

Memory Lane

Atlassian.Com

Universal Plugin
Plugins Conﬂuence
Plugin
Repository
Manager

2004 2005 2006 2007 2008 2009 2010 2011 2012

More Commercial Plugins
4

Memory Lane
2012?
Atlassian.Com

Universal Plugin
Plugins Conﬂuence
Plugin
Repository
Manager

2004 2005 2006 2007 2008 2009 2010 2011 2012

More Commercial Plugins
4

Reach 45,000 of the
world’s best development teams

5

EASY
6

1
Less code for you
to write and maintain

7

2
Proven, end-to-end
business engine

8

3
In-product access to
every Atlassian customer

9

Let’s take a
look

10

The easiest, best way to
sell your add-on

13

What’s the
business deal?

14

What’s the business deal?

• 75% straight to the developer

75%
DEVELOPER
25%
ATLASSIAN

15


• No payment processing fees

75%
DEVELOPER
25%
ATLASSIAN

15


• Atlassian handles sales taxes
75%
DEVELOPER
25%
ATLASSIAN

15


75%
DEVELOPER
25%
ATLASSIAN
• Full integration in our system

15


75%
DEVELOPER
25%
ATLASSIAN
• Full integration in our system
• 25% to Atlassian to re-invest

15

All the things you don’t do!

16


LICENSING

16


LICENSING SHOPPING
CART

16


LICENSING SHOPPING PAYMENT
CART GATEWAY

16


LICENSING SHOPPING PAYMENT BILLING &
CART GATEWAY INVOICING

16


LICENSING SHOPPING PAYMENT BILLING & COLLECT
CART GATEWAY INVOICING TAXES

16


LICENSING SHOPPING PAYMENT BILLING & COLLECT RENEWALS
CART GATEWAY INVOICING TAXES

16

How does it
work?

17

1. Technical Requirements
2. Business Decisions
3. Marketing Capabilities

18

1
Technical Requirements

19

} 20

Compatibility
Conﬂuence 3.1 Dec 2009 27 months

JIRA 4.1 April 2010 23 months

Bamboo 2.6 June 2010 20 months

Fisheye / Crucible 2.4 October 2010 16 months

21

Full Details in the
Next Talk

22

2
Business Decisions

23

One Guiding Principle

24

• Licensing & Pricing
• Legal
• Experts
• Discounts
• Payment

25

Licensing & Pricing

26

Licensing & Pricing

Flexibility & Simplicity

26

Licensing & Pricing

Match User Tiers

27

Licensing & Pricing

Match License Types

28

Licensing & Pricing

29

Licensing & Pricing

You Pick the Prices

29

Example: Conﬂuence Add-on

30

Example: Conﬂuence Add-on
Users Base Your Your Your Your Your
Conﬂuence Add-on Renewal Academic Acd. Renewal Community

10 $10 $10 $10 $10 $10 $0

25 $800 $400 $200 $200 $100 $0

50 $1,600 $800 $400 $400 $200 $0

100 $2,200 $1,100 $550 $550 $275 $0

500 $4,000 $2,000 $1,000 $1,000 $500 $0

2,000 $8,000 $4,000 $2,000 $2,000 $1,000 $0

2,000+ $12,000 $6,000 $3,000 $3,000 $1,500 $0
30

Licensing & Pricing
• You set commercial price
• 30-day evaluations always free
• Yearly renewals always 50%
• Academic licenses always 50%
• Community licenses always free
• Upgrades calculated automatically
• Never less than $10

31

Licensing & Pricing
• Users use the our shopping cart
• We send evaluation reminders
Paid Invoice Summary
Paid Invoice
Paid Invoice Number: AT-420
278
ABN: 53 102 443 916

Date Issued: 11 Mar 2012

• We send quotes and invoices
Bill To:
Jonathan Nolen
jonathan@jnolen.com
8058952794
Jonathan Nolen
2125 Bryant Street #118
Ship To:
Jonathan Nolen
jonathan@jnolen.com
8058952794
Jonathan Nolen
2125 Bryant Street #118
San Francisco CA 94110

•
United States of America San Francisco CA 94110

We send renewal reminders
United States of America

Total Paid: USD $10.00
Date Paid: 11 Mar 2012

Qty
Product
Unit Price Adjustment
JIRA 10 Users: Starter License Total
1
- Support Period: 11 Mar 2012 -
11 Mar 2013 $10.00 USD
$10.00 USD
Total Amount Paid (USD)
Product $10.00
Support Period
JIRA 10 Users: Starter License Support Entitlement Number
11 Mar 2012 - 11 Mar 2013
SEN-2227035

OFFICIAL RECEIPT

Invoice Total: $10.00
Payment Received:
-$10.00
Amount Now Due:
$0.00
Credit Card Number: ************1969
Cardholder's Name: Jonathan D. Nolen

Thank you for your payment!

Refunds and Exchanges: You can
request a refund or an exchange
After the 30-day period, refunds up to 30 days after the date of purchase
or exchanges will not be available on this invoice.
refund or an exchange. . Please note that Starter licenses
are not eligible for a

Atlassian Pty Ltd, 173-185 Sussex
St, Sydney NSW 2000, Australia
Email: billing@atlassian.com
Tel: (+1) 415 701-1110
Fax: (+1) 415 449-6222

32

?
33

Legal

34

Legal

Atlassian’s
Standard
Terms

34

Experts

35

Experts

Opt-in
20% Incentive

35

Discount

36

Discount

No additional discounts
(yet)

36

Payment

$
37

Payment

Monthly payment

$
37

Payment

Monthly payment
Near realtime info
$
37

3
Marketing Capabilities

38

Selling add-ons

Add-on Developers Atlassian customers
45k+ Development Teams

39

Selling add-ons

• Marketing and Sales
Add-on Developers Atlassian customers
• Add-on licensing 45k+ Development Teams

• Payment processing
• Customer retention
39

Add-on approval
• Tested and working
• Installable in the product via UPM
• Include the branding assets
• Pricing and payment information
• You must oﬀer Support

46

Add-on proﬁle contest
• Add creative assets to your add-on proﬁle by May 1st
• Win free trip and accommodation for Atlassian Summit

49

Logo

50

Banner

51

Banner

Lorem ipsum dolor sit amet consectetuer.

My add-on is so awesome and it does so

many things I can’t even begin to tell you

how awesome it is. Try it out for yourself

and be amazed by it’s awesomeness.

Do it. Do it.

51

Banner

Your single source of truth
for managing team leave,
tracking projects,
and planning events.

51

Marketing your add-on
• Upload logo and banner
• Add 5-10 screenshots
• Describe beneﬁts, not only features
• Assign the right 3 labels
• Frequently update latest changes
• Share your add-on proﬁle with the world
• Assess your End User License Agreement terms
52

Google Analytics
• Add a Google Analytics
tracking code to your add-
on proﬁle
• Use campaign codes as
parameters on every URL
• Regularly check for
visitors and their
behavior

53

Badges
Use Available on the Atlassian Marketplace badges

54

Trial conversion and
renewals
• Reminder before trial
expiry
• After quote was created
• Receipt after payment
• Contact details
conﬁrmation
• Up to 5 emails before
maintenance expiry
55

Customer and Sales data
• Customer and license data
• Sales and downloads data
• csv reports almost realtime
• Financial report end of
month
• Later: developer dashboard

56

• Technical Requirements
• Business Decisions
• Marketing Capabilities

57

Sign me up!

58

Sign-up
• Set up a Vendor Account
• Tell us about your Add-on
• Set your pricing
• Give us your bank details
• Submit for Approval

59

One More Thing

60

Remember This?

75%
DEVELOPER
25%
ATLASSIAN

61

Early Bird Pricing

Launch your add-on on
Marketplace by May 30th,
85%
DEVELOPER
15%
ATLASSIAN and get 85/15 revenue split
until the end of the year!

62

Conclusion

63

Why are we doing this?

64

Strong Developers

=
Strong Atlassian

65

New Businesses Thrive

66

The Choice is Yours
• 100% Opt-in
• Non-Atlassian Commercial Add-on
• Free Add-ons Always Welcome

67

The easiest, best way to
sell your add-on

68

Save Time & Eﬀort

69

Reach 45,000 Dev Teams

70

Rev Your Business Engine

71

Build. Something. Amazing.

72

http://atlss.in/z6X2EW


Objectives of the Marketplace

74

1. Help Add-on Vendors
become more successful

75

2. Bring new Developers and
new Commercial Add-ons into
the Ecosystem

76

3. Help more users beneﬁt
from Add-ons

77

4. Grow the Ecosystem by
allowing Atlassian to re-invest
in it

78

5. Our products + your plugins
become irreplaceable

79

All About the Marketplace

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