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.

1. presents
CORY VON WALLENSTEIN
@cvonwallenstein
Growing a
Successful SaaS Business

2. @cvonwallenstein
from
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!

3. @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

4. @cvonwallenstein
from
@DynInc
Growing
Enterprise

5. @cvonwallenstein
from
@DynInc

6. @cvonwallenstein
from
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

7. @cvonwallenstein
from
@DynInc
Ensuring
Enterprise
Reten=on

8. @cvonwallenstein
from
@DynInc

9. @cvonwallenstein
from
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!

10. @cvonwallenstein
from
@DynInc
eCommerce
(self
–service)

11. @cvonwallenstein
from
@DynInc
eCommerce
on
dyn.com
–
18
months
$500k
per
month
in
new
recurring
revenue
Over
$6MM
per
year
growth

12. @cvonwallenstein
from
We
are
the
DNS
experts.
• Names
to
numbers
twiCer.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

13. @cvonwallenstein
from
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?

14. @cvonwallenstein
from
@DynInc
Purchase
PaCerns

15. @cvonwallenstein
from
@DynInc
Freemium
vs
trials?
=
2x

16. @cvonwallenstein
from
@DynInc
When
do
people
go
from
free
to
paid?

17. @cvonwallenstein
from
@DynInc
When
do
people
go
from
free
to
paid?

18. @cvonwallenstein
from
@DynInc
Renewal
PaCerns

19. @cvonwallenstein
from
@DynInc
When
do
people
renew?

20. @cvonwallenstein
from
@DynInc
How
do
people
renew?

21. @cvonwallenstein
from
@DynInc
How
do
people
renew?

22. @cvonwallenstein
from
@DynInc
How
do
people
renew?

23. @cvonwallenstein
from
@DynInc
Do
people
forget
to
renew?

24. @cvonwallenstein
from
@DynInc
Your
Story

25. @cvonwallenstein
from
@DynInc
Fireside
Chats

26. @cvonwallenstein
from
@DynInc
Growing
a
Successful
SaaS
Business
Cory
von
Wallenstein
Chief
Technology
Officer,
Dyn
Inc.
@cvonwallenstein
cvw@dyn.com

27. Course Title
Course Title
INSTRUCTOR NAME