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Pitch Deck Teardown: Honeycomb 's $50M Series D deck

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Pitch Deck Teardown: Honeycomb 's $50M Series D deck

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V1-23 Honeycomb Redefining software engineering through observability 2023
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. Honeycomb is the observability category king 2 4 years and counting of 2x+ growth Debuted as a Leader in 2022 Gartner® Magic Quadrant™ 177% at Year 1 255% at Year 2 NRR:
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 3 Today’s cloud-native world is painfully complex 3 Then Now
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 4 4 Built for the future, ready for mass market adoption Cloud adoption K8s / Container Orchestration Serverless Functions 2023 Microservices Service Mesh SRE / Customer-first Engineering Platform Engineering Honeycomb Founded + Scalably collect billions of traces with rich metadata. Instrument once, analyze anywhere Quickly analyze, visualize, and detect patterns across billions of traces
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 5 5 2022 was the year of observability OpenTelemetry: #2 most active project in CNCF
V1-23 “Out of the box” insufficient Too low level Too high level 6 Logging Monitoring APM Observability Honeycomb uniquely built for this future Observability reflects a fundamental shift in how we operate software. “How is my software doing, for whom does it suck, and why?” Observability is a category unto itself
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 7 IoT Streaming media Marketplaces Healthcare Dev tools Travel/logistics Gaming Ecommerce CRM/CDP Fintech Collaboration Demand for Honeycomb is universal 7
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 8 IoT Streaming media Marketplaces Healthcare Dev tools Travel/logistics Gaming Ecommerce CRM/CDP Fintech Collaboration Appeal bridges innovators and mainstream 8
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 9 9 Slow: Optimized for storage, not query speed at scale Honeycomb has eaten traditional tooling Fast: Critical for real-time response Rigid: Predefined or controlled schemas Flexible: Support for high-cardinality data and complex queries Observability Logging Traditional APM Monitoring
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. Goal: Support cloud migration, improved customer experience Results: ● Lowered MTTR in the midst of (multi-)cloud migration ● Reversed trend in reputational impact as availability improved ● Adoption of SLOs enabled burn alert to trigger remediation ahead of any customer impact ● Reduced TCO by displacing Splunk and AppDynamics Honeycomb differentiators: ● Leaders in the vendor-neutral OpenTelemetry movement ● Service Level Objectives (SLOs) map business needs to engineering Outcomes ● BubbleUp to quickly identify and explore outliers 10 Vanguard migrated with clarity, lowered TCO 10
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. Introduced tracing Moved beyond structured logs Land: $xxx Adopted by small group of engineers 11 11 What now seems inevitable started with Honeycomb challenging the impossible We deliver the future at [redacted] I can’t and don’t want to remember a time before Honeycomb. It is now an integral part of the process and toolkit for troubleshooting any really tricky problem. — VP Engineering 💡 High cardinality data Engineering needed Customer ID to understand their service Culture of observability Moving off Datadog APM Today: $xxx ARR Future growth very likely GitHub issues mentioning Honeycomb 2016 2023 2017 2018 2019 2020 2021 2022 “
V1-23 Company and GTM
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 13 MARKET EDUCATION / AWARENESS 13 GTM: Individuals try, teams buy Build developer groundswell Self-serve POC for larger orgs High-touch POC, guided eval Annual contracts FREE / PRO ENTERPRISE EXPANSION 53% of sales-led ARR 47% of sales-led ARR ARR data for new enterprise logos in 2022.
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 14 14 2022 in Gaming: +161% ARR YoY, +116% logo YoY IoT Streaming media Marketplaces Healthcare Dev tools Travel/logistics Gaming Ecommerce CRM/CDP Fintech Collaboration
V1-23 Going forward
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 16 16 Extensive experience building for tech teams Christine Yen CEO / Co-founder Jenny Cristobal VP People Jeff Gray COO Charity Majors CTO / Co-founder Emily Nakashima VP Engineering Megan Gleason VP Product Manny Alves VP Customer Success Jo Ann Sanders VP Marketing Liz Fong-Jones Field CTO
V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 17 17 Next: Category king + enduring company $97M raised to date $xxx cash on hand $50M+ round ● Get to IPO readiness ○ Cash into 2026 ○ $xxx+ ARR ○ Option to pivot to cash-flow neutral or invest to accelerate growth ● Become ubiquitous: geos, alliances, channels ● Execute on product strategy: drive displacement of incumbents and expand our natural user base
V1-23 We make the impossible, possible

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Pitch Deck Teardown: Honeycomb 's $50M Series D deck

  • 2. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. Honeycomb is the observability category king 2 4 years and counting of 2x+ growth Debuted as a Leader in 2022 Gartner® Magic Quadrant™ 177% at Year 1 255% at Year 2 NRR:
  • 3. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 3 Today’s cloud-native world is painfully complex 3 Then Now
  • 4. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 4 4 Built for the future, ready for mass market adoption Cloud adoption K8s / Container Orchestration Serverless Functions 2023 Microservices Service Mesh SRE / Customer-first Engineering Platform Engineering Honeycomb Founded + Scalably collect billions of traces with rich metadata. Instrument once, analyze anywhere Quickly analyze, visualize, and detect patterns across billions of traces
  • 5. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 5 5 2022 was the year of observability OpenTelemetry: #2 most active project in CNCF
  • 6. V1-23 “Out of the box” insufficient Too low level Too high level 6 Logging Monitoring APM Observability Honeycomb uniquely built for this future Observability reflects a fundamental shift in how we operate software. “How is my software doing, for whom does it suck, and why?” Observability is a category unto itself
  • 7. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 7 IoT Streaming media Marketplaces Healthcare Dev tools Travel/logistics Gaming Ecommerce CRM/CDP Fintech Collaboration Demand for Honeycomb is universal 7
  • 8. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 8 IoT Streaming media Marketplaces Healthcare Dev tools Travel/logistics Gaming Ecommerce CRM/CDP Fintech Collaboration Appeal bridges innovators and mainstream 8
  • 9. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 9 9 Slow: Optimized for storage, not query speed at scale Honeycomb has eaten traditional tooling Fast: Critical for real-time response Rigid: Predefined or controlled schemas Flexible: Support for high-cardinality data and complex queries Observability Logging Traditional APM Monitoring
  • 10. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. Goal: Support cloud migration, improved customer experience Results: ● Lowered MTTR in the midst of (multi-)cloud migration ● Reversed trend in reputational impact as availability improved ● Adoption of SLOs enabled burn alert to trigger remediation ahead of any customer impact ● Reduced TCO by displacing Splunk and AppDynamics Honeycomb differentiators: ● Leaders in the vendor-neutral OpenTelemetry movement ● Service Level Objectives (SLOs) map business needs to engineering Outcomes ● BubbleUp to quickly identify and explore outliers 10 Vanguard migrated with clarity, lowered TCO 10
  • 11. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. Introduced tracing Moved beyond structured logs Land: $xxx Adopted by small group of engineers 11 11 What now seems inevitable started with Honeycomb challenging the impossible We deliver the future at [redacted] I can’t and don’t want to remember a time before Honeycomb. It is now an integral part of the process and toolkit for troubleshooting any really tricky problem. — VP Engineering 💡 High cardinality data Engineering needed Customer ID to understand their service Culture of observability Moving off Datadog APM Today: $xxx ARR Future growth very likely GitHub issues mentioning Honeycomb 2016 2023 2017 2018 2019 2020 2021 2022 “
  • 13. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 13 MARKET EDUCATION / AWARENESS 13 GTM: Individuals try, teams buy Build developer groundswell Self-serve POC for larger orgs High-touch POC, guided eval Annual contracts FREE / PRO ENTERPRISE EXPANSION 53% of sales-led ARR 47% of sales-led ARR ARR data for new enterprise logos in 2022.
  • 14. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 14 14 2022 in Gaming: +161% ARR YoY, +116% logo YoY IoT Streaming media Marketplaces Healthcare Dev tools Travel/logistics Gaming Ecommerce CRM/CDP Fintech Collaboration
  • 16. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 16 16 Extensive experience building for tech teams Christine Yen CEO / Co-founder Jenny Cristobal VP People Jeff Gray COO Charity Majors CTO / Co-founder Emily Nakashima VP Engineering Megan Gleason VP Product Manny Alves VP Customer Success Jo Ann Sanders VP Marketing Liz Fong-Jones Field CTO
  • 17. V1-23 © 2023 Hound Technology, Inc. All Rights Reserved. 17 17 Next: Category king + enduring company $97M raised to date $xxx cash on hand $50M+ round ● Get to IPO readiness ○ Cash into 2026 ○ $xxx+ ARR ○ Option to pivot to cash-flow neutral or invest to accelerate growth ● Become ubiquitous: geos, alliances, channels ● Execute on product strategy: drive displacement of incumbents and expand our natural user base
  • 18. V1-23 We make the impossible, possible