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The Future of B2B Growth is Product Led - Latitude59

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Product led growth is the future. Find out why PLG companies are able to grow faster and more efficiently and how you can get started.

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The Future of B2B Growth is Product Led - Latitude59

  1. 1. THE FUTURE OF B2B GROWTH IS PRODUCT LED K Y L E P O Y A R O P E N V I E W @ P O Y A R K Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  2. 2. Based in Boston, we invest in software companies around the world aimed at improving people’s working lives. OPENVIEW T H E E X P A N S I O N S T A G E V C Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. Learn more at ov.vc 👆
  3. 3. THE NEXT EVOLUTION OF GO-TO-MARKET IS PRODUCT LED GROWTH. Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  4. 4. BUT FIRST…A QUICK HISTORY LESSON. Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  5. 5. THE HISTORY OF TECH GTM A T I M E L I N E Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. 2 0 0 0 FIELD SALES PRE
  6. 6. THE HISTORY OF TECH GTM A T I M E L I N E Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. 2 0 0 0 FIELD SALES PRE INSIDE SALES 2 0 0 0 s EARLY
  7. 7. THE HISTORY OF TECH GTM A T I M E L I N E Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. 2 0 0 0 FIELD SALES PRE INSIDE SALES 2 0 0 0 s EARLY 2 0 1 0 s INBOUND MARKETING
  8. 8. THE HISTORY OF TECH GTM A T I M E L I N E Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. 2 0 0 0 FIELD SALES PRE INSIDE SALES 2 0 0 0 s EARLY 2 0 1 0 s INBOUND MARKETING T O D AY PRODUCT LED GROWTH
  9. 9. THINK… Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  10. 10. THINK… Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. T H E C O N S U M E R I Z A T I O N O F I T V I R A L G R O W T H F R E E M I U M O R “ T R Y B E F O R E Y O U B U Y ” P R O D U C T Q U A L I F I E D L E A D S B O T T O M S U P S A L E S
  11. 11. PRODUCT LED GROWTH PRODUCT USAGE SERVES AS THE PRIMARY DRIVER OF USER ACQUISITION, CONVERSION AND EXPANSION. Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  12. 12. 12I stopped thinking about our business like a traditional sales and marketing firm. It's more like a flywheel where the customers are the main driver that pulls new prospects in. That flywheel spins at the rate of our customers’ delight. B R I A N H A L L I G A N C O - F O U N D E R & C E O H U B S P O T
  13. 13. HOW DOES THIS REALLY PLAY OUT? R E A L W O R L D I M P A C T Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. SaaS Metric 2018 SaaS S-1 Median Growth (Scale) 118% ($331M) 82% ($401M) 38% ($192M) Gross Margin 82% 87% 73% Operating Cash Flow (Burn) $4M/month $(12)M/month $(0.5)M/month Net Dollar Retention 140% 143% 117% CAC Payback 7 months 13 months 30 months
  14. 14. AND THERE’S MORE Company Enterprise Value FY2018E Revenue FY2018E Revenue Growth Rate TTM Gross Margin FY2018E EBITDA Margin FY2018E Rule of 40 S&M Expense as Percent of 2017 Revenue R&D Expense as Percent of 2017 Revenue Atlassian (NAS: TEAM) $19,499 $1,180 35.1% 81.2% 27.9% 16.5x 63.0% 21.5% 47.6% Shopify (NYS: SHOP) $14,730 $1,057 57.0% 55.8% 3.7% 13.9x 60.7% 33.5% 20.2% Dropbox (NAS: DBX) $8,632 $1,386 25.2% 70.3% 23.5% 6.2x 48.7% 28.4% 34.4% DocuSign (NAS: DOCU) $5,730 $686 32.3% 73.9% 3.7% 8.4x 36.0% 53.6% 17.8% New Relic (NYS: NEWR) $4,634 $469 32.2% 83.7% 14.2% 9.9x 46.4% 58.3% 20.9% Zendesk (NYS: ZEN) $6,363 $592 37.5% 69.9% 6.0% 10.7x 43.5% 51.3% 26.8% LogMeIn (NAS: LOGM) $4,755 $1,203 21.6% 77.4% 36.8% 4.0x 58.4% 35.1% 15.8% Twilio (NYS: TWLO) $9,025 $629 57.6% 53.7% 4.2% 14.3x 61.9% 25.2% 30.3% Wix.com (NAS: WIX) $4,361 $601 41.3% 80.3% 18.9% 7.2x 60.2% 48.0% 36.1% HubSpot (NYS: HUBS) $5,207 $506 34.8% 80.2% 10.4% 10.3x 45.2% 56.7% 18.7% Elasticsearch (NYS: ESTC) $4,914 $237 48.2% 73.6% -24.2% 20.7x 24.0% 51.6% 34.8% Pluralsight (NAS: PS) $3,172 $231 38.2% 71.6% -18.6% 13.8x 19.6% 62.0% 29.5% Smartsheet (NYS: SMAR) $2,558 $168 51.4% 80.7% -22.8% 15.2x 28.6% 65.5% 33.8% MongoDB (NAS: MDB) $4,017 $231 49.3% 72.1% -30.8% 17.4x 18.5% 71.2% 40.3% SurveyMonkey (NAS: SVMK) $1,938 $252 15.3% 69.4% 23.1% 7.7x 38.4% 33.6% 24.5% SendGrid (NYS: SEND) $1,995 $145 29.7% 74.9% 12.6% 13.7x 42.2% 25.2% 26.5% PLG Index Median $4,834 $549 36.3% 73.7% 8.2% 12.2x 44.3% 49.7% 28.2% SaaS Index Median $2,289 $266 25.8% 69.8% 8.0% 6.7x 34.9% 40.7% 15.5% EV / FY2018E Revenue Source: Pitchbook on 12/5/2018. Market data as of 11/30.
  15. 15. FASTER GROWTH RATES Company Enterprise Value FY2018E Revenue FY2018E Revenue Growth Rate TTM Gross Margin FY2018E EBITDA Margin FY2018E Rule of 40 S&M Expense as Percent of 2017 Revenue R&D Expense as Percent of 2017 Revenue Atlassian (NAS: TEAM) $19,499 $1,180 35.1% 81.2% 27.9% 16.5x 63.0% 21.5% 47.6% Shopify (NYS: SHOP) $14,730 $1,057 57.0% 55.8% 3.7% 13.9x 60.7% 33.5% 20.2% Dropbox (NAS: DBX) $8,632 $1,386 25.2% 70.3% 23.5% 6.2x 48.7% 28.4% 34.4% DocuSign (NAS: DOCU) $5,730 $686 32.3% 73.9% 3.7% 8.4x 36.0% 53.6% 17.8% New Relic (NYS: NEWR) $4,634 $469 32.2% 83.7% 14.2% 9.9x 46.4% 58.3% 20.9% Zendesk (NYS: ZEN) $6,363 $592 37.5% 69.9% 6.0% 10.7x 43.5% 51.3% 26.8% LogMeIn (NAS: LOGM) $4,755 $1,203 21.6% 77.4% 36.8% 4.0x 58.4% 35.1% 15.8% Twilio (NYS: TWLO) $9,025 $629 57.6% 53.7% 4.2% 14.3x 61.9% 25.2% 30.3% Wix.com (NAS: WIX) $4,361 $601 41.3% 80.3% 18.9% 7.2x 60.2% 48.0% 36.1% HubSpot (NYS: HUBS) $5,207 $506 34.8% 80.2% 10.4% 10.3x 45.2% 56.7% 18.7% Elasticsearch (NYS: ESTC) $4,914 $237 48.2% 73.6% -24.2% 20.7x 24.0% 51.6% 34.8% Pluralsight (NAS: PS) $3,172 $231 38.2% 71.6% -18.6% 13.8x 19.6% 62.0% 29.5% Smartsheet (NYS: SMAR) $2,558 $168 51.4% 80.7% -22.8% 15.2x 28.6% 65.5% 33.8% MongoDB (NAS: MDB) $4,017 $231 49.3% 72.1% -30.8% 17.4x 18.5% 71.2% 40.3% SurveyMonkey (NAS: SVMK) $1,938 $252 15.3% 69.4% 23.1% 7.7x 38.4% 33.6% 24.5% SendGrid (NYS: SEND) $1,995 $145 29.7% 74.9% 12.6% 13.7x 42.2% 25.2% 26.5% PLG Index Median $4,834 $549 36.3% 73.7% 8.2% 12.2x 44.3% 49.7% 28.2% SaaS Index Median $2,289 $266 25.8% 69.8% 8.0% 6.7x 34.9% 40.7% 15.5% EV / FY2018E Revenue Source: Pitchbook on 12/5/2018. Market data as of 11/30.
  16. 16. HIGHER MULTIPLES Company Enterprise Value FY2018E Revenue FY2018E Revenue Growth Rate TTM Gross Margin FY2018E EBITDA Margin FY2018E Rule of 40 S&M Expense as Percent of 2017 Revenue R&D Expense as Percent of 2017 Revenue Atlassian (NAS: TEAM) $19,499 $1,180 35.1% 81.2% 27.9% 16.5x 63.0% 21.5% 47.6% Shopify (NYS: SHOP) $14,730 $1,057 57.0% 55.8% 3.7% 13.9x 60.7% 33.5% 20.2% Dropbox (NAS: DBX) $8,632 $1,386 25.2% 70.3% 23.5% 6.2x 48.7% 28.4% 34.4% DocuSign (NAS: DOCU) $5,730 $686 32.3% 73.9% 3.7% 8.4x 36.0% 53.6% 17.8% New Relic (NYS: NEWR) $4,634 $469 32.2% 83.7% 14.2% 9.9x 46.4% 58.3% 20.9% Zendesk (NYS: ZEN) $6,363 $592 37.5% 69.9% 6.0% 10.7x 43.5% 51.3% 26.8% LogMeIn (NAS: LOGM) $4,755 $1,203 21.6% 77.4% 36.8% 4.0x 58.4% 35.1% 15.8% Twilio (NYS: TWLO) $9,025 $629 57.6% 53.7% 4.2% 14.3x 61.9% 25.2% 30.3% Wix.com (NAS: WIX) $4,361 $601 41.3% 80.3% 18.9% 7.2x 60.2% 48.0% 36.1% HubSpot (NYS: HUBS) $5,207 $506 34.8% 80.2% 10.4% 10.3x 45.2% 56.7% 18.7% Elasticsearch (NYS: ESTC) $4,914 $237 48.2% 73.6% -24.2% 20.7x 24.0% 51.6% 34.8% Pluralsight (NAS: PS) $3,172 $231 38.2% 71.6% -18.6% 13.8x 19.6% 62.0% 29.5% Smartsheet (NYS: SMAR) $2,558 $168 51.4% 80.7% -22.8% 15.2x 28.6% 65.5% 33.8% MongoDB (NAS: MDB) $4,017 $231 49.3% 72.1% -30.8% 17.4x 18.5% 71.2% 40.3% SurveyMonkey (NAS: SVMK) $1,938 $252 15.3% 69.4% 23.1% 7.7x 38.4% 33.6% 24.5% SendGrid (NYS: SEND) $1,995 $145 29.7% 74.9% 12.6% 13.7x 42.2% 25.2% 26.5% PLG Index Median $4,834 $549 36.3% 73.7% 8.2% 12.2x 44.3% 49.7% 28.2% SaaS Index Median $2,289 $266 25.8% 69.8% 8.0% 6.7x 34.9% 40.7% 15.5% EV / FY2018E Revenue Source: Pitchbook on 12/5/2018. Market data as of 11/30.
  17. 17. WHICH MEANS THEY’RE WORTH 2X MORE Company Enterprise Value FY2018E Revenue FY2018E Revenue Growth Rate TTM Gross Margin FY2018E EBITDA Margin FY2018E Rule of 40 S&M Expense as Percent of 2017 Revenue R&D Expense as Percent of 2017 Revenue Atlassian (NAS: TEAM) $19,499 $1,180 35.1% 81.2% 27.9% 16.5x 63.0% 21.5% 47.6% Shopify (NYS: SHOP) $14,730 $1,057 57.0% 55.8% 3.7% 13.9x 60.7% 33.5% 20.2% Dropbox (NAS: DBX) $8,632 $1,386 25.2% 70.3% 23.5% 6.2x 48.7% 28.4% 34.4% DocuSign (NAS: DOCU) $5,730 $686 32.3% 73.9% 3.7% 8.4x 36.0% 53.6% 17.8% New Relic (NYS: NEWR) $4,634 $469 32.2% 83.7% 14.2% 9.9x 46.4% 58.3% 20.9% Zendesk (NYS: ZEN) $6,363 $592 37.5% 69.9% 6.0% 10.7x 43.5% 51.3% 26.8% LogMeIn (NAS: LOGM) $4,755 $1,203 21.6% 77.4% 36.8% 4.0x 58.4% 35.1% 15.8% Twilio (NYS: TWLO) $9,025 $629 57.6% 53.7% 4.2% 14.3x 61.9% 25.2% 30.3% Wix.com (NAS: WIX) $4,361 $601 41.3% 80.3% 18.9% 7.2x 60.2% 48.0% 36.1% HubSpot (NYS: HUBS) $5,207 $506 34.8% 80.2% 10.4% 10.3x 45.2% 56.7% 18.7% Elasticsearch (NYS: ESTC) $4,914 $237 48.2% 73.6% -24.2% 20.7x 24.0% 51.6% 34.8% Pluralsight (NAS: PS) $3,172 $231 38.2% 71.6% -18.6% 13.8x 19.6% 62.0% 29.5% Smartsheet (NYS: SMAR) $2,558 $168 51.4% 80.7% -22.8% 15.2x 28.6% 65.5% 33.8% MongoDB (NAS: MDB) $4,017 $231 49.3% 72.1% -30.8% 17.4x 18.5% 71.2% 40.3% SurveyMonkey (NAS: SVMK) $1,938 $252 15.3% 69.4% 23.1% 7.7x 38.4% 33.6% 24.5% SendGrid (NYS: SEND) $1,995 $145 29.7% 74.9% 12.6% 13.7x 42.2% 25.2% 26.5% PLG Index Median $4,834 $549 36.3% 73.7% 8.2% 12.2x 44.3% 49.7% 28.2% SaaS Index Median $2,289 $266 25.8% 69.8% 8.0% 6.7x 34.9% 40.7% 15.5% EV / FY2018E Revenue Source: Pitchbook on 12/5/2018. Market data as of 11/30.
  18. 18. SO, YOU WANT TO SURVIVE IN A PRODUCT LED WORLD? Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  19. 19. PRODUCT PRODUCT LED COMPANIES FLIP THE SCRIPT O N E V E R Y A S P E C T O F T H E I R B U S I N E S S Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. MARKETING PRICING SALES
  20. 20. PRODUCT PRODUCT LED COMPANIES FLIP THE SCRIPT O N E V E R Y A S P E C T O F T H E I R B U S I N E S S Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. MARKETING PRICING SALES
  21. 21. Each business only really sells one thing. Obsess over it. I A N S I E G E L C O - F O U N D E R & C E O Z I P R E C R U I T E R
  22. 22. 24 PRODUCT PRINCIPLES Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. S T A R T W I T H R E A L U S E R P A I N ( N O T J U S T B U Y E R ) S T R I P O U T T H E U N C R I T I C A L D E L I V E R V A L U E I M M E D I A T E L Y M A K E T H E P R O D U C T S T I C K
  23. 23. Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. HOW TO GET STARTED ( E V E N I F Y O U S E L L T O T H E E N T E R P R I S E ) • Implement product analytics (you can’t manage what you can’t measure) • Deploy product usage data for customer expansion and retention (customer success shouldn’t only focus on saving accounts at risk of churning) • Add in-product guides to accelerate self-service user onboarding • Bring collaboration into your product to exposure more users within an account • Launch in-product trials for new or premium product features • Prioritize product investments alongside sales & marketing investments
  24. 24. PRODUCT PRODUCT LED COMPANIES FLIP THE SCRIPT O N E V E R Y A S P E C T O F T H E I R B U S I N E S S Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. MARKETING PRICING SALES
  25. 25. THE RESULT? $100 MILLION IN 30 DAYS. Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  26. 26. 29 MARKETING PRINCIPLES Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. E N A B L E V I R A L I T Y : I N T E R N A L L Y & E X T E R N A L L Y Y O U R P R O D U C T I S A M A R K E T I N G C H A N N E L T A R G E T U S E R S , N O T J U S T B U Y E R S
  27. 27. 30 MARKETING PRINCIPLES Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. E N A B L E V I R A L I T Y : I N T E R N A L L Y & E X T E R N A L L Y Y O U R P R O D U C T I S A M A R K E T I N G C H A N N E L T A R G E T U S E R S , N O T J U S T B U Y E R S
  28. 28. Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. WORD OF MOUTH IS ANOTHER TYPE OF VIRALITY 44% of sign-ups
  29. 29. 32 MARKETING PRINCIPLES Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. E N A B L E V I R A L I T Y : I N T E R N A L L Y & E X T E R N A L L Y Y O U R P R O D U C T I S A M A R K E T I N G C H A N N E L T A R G E T U S E R S , N O T J U S T B U Y E R S
  30. 30. Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved 33 33 Individual employees download the mobile app for free and start using it. Then they promote it internally to the decision maker and the decision maker reaches out to us basically already sold by their employees. And then we have order takers on our side to help them get to the buying process. DAVID BARRETT FOUNDER & CEO EXPENSIFY
  31. 31. PRODUCT PRODUCT LED COMPANIES FLIP THE SCRIPT O N E V E R Y A S P E C T O F T H E I R B U S I N E S S Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. MARKETING PRICING SALES
  32. 32. 36 PRICING PRINCIPLES Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. R E M O V E B A R R I E R S F R O M I N I T I A L U S A G E E N F O R C E P A Y W A L L S O N L Y A F T E R V A L U E E X P A N D C U S T O M E R S W I T H S C A L A B L E E X P A N S I O N P A T H S U S E P R O D U C T D A T A T O U P S E L L U S E R S
  33. 33. 55% OF CUSTOMERS WHO SPEND $100K+ STARTED WITH ONE FREE USER
  34. 34. YOU CAN GET CREATIVE WITH BEING FREE!
  35. 35. YOU CAN GET CREATIVE WITH BEING FREE! GRADED OVER 4 MILLION WEBSITES
  36. 36. 41 PRICING PRINCIPLES Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. R E M O V E B A R R I E R S F R O M I N I T I A L U S A G E E N F O R C E P A Y W A L L S O N L Y A F T E R V A L U E E X P A N D C U S T O M E R S W I T H S C A L A B L E E X P A N S I O N P A T H S U S E P R O D U C T D A T A T O U P S E L L U S E R S
  37. 37. PIPEFY LANDS AND EXPANDS WITH LARGE ENTERPRISES O F F E R S P A C K A G E S F O R T E A M S A S S M A L L A S 5 U S E R S O F F E R S T E M P L A T E S T O G E T S T A R T E D N A T U R A L L Y E X P A N D S A S C O M P A N I E S A D D P R O C E S S E S A N D E A C H P R O C E S S T O U C H E S M O R E U S E R S
  38. 38. PRODUCT PRODUCT LED COMPANIES FLIP THE SCRIPT O N E V E R Y A S P E C T O F T H E I R B U S I N E S S Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. MARKETING PRICING SALES
  39. 39. PRODUCT PRODUCT LED COMPANIES FLIP THE SCRIPT O N E V E R Y A S P E C T O F T H E I R B U S I N E S S Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. MARKETING PRICING SALES CUSTOMER SUCCESS
  40. 40. 46 SALES PRINCIPLES Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved. C U S T O M E R S U C C E S S I S Y O U R N O R T H S T A R Y O U E M P O W E R S E L F - S E R V I C E B E A P R O D U C T E V A N G E L I S T C R E A T E O P P O R T U N I T I E S F O R U P S E L L
  41. 41. 47 Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved. When approached in the right way, layering in a human effort can accelerate growth.
  42. 42. ARE YOU THINKING… Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  43. 43. THIS WILL NOT WORK WITH MY PRODUCT / MARKET / BUSINESS MODEL? Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  44. 44. WE ARE NOT SLACK. WE ARE NOT ZOOM. WE ARE TRUE ENTERPRISE SOFTWARE. Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  45. 45. I BRING YOU… Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  46. 46. E N T E R P R I S E S U B S C R I P T I O N T U R N E D “ P A Y A S Y O U G O ” P R I C I N G M O D E L G R E W C U S T O M E R B A S E B Y 5 0 0 % I N L E S S T H A N 1 2 M O N T H S ( 1 0 0 % G R O W T H Y E A R P R I O R ) M A I N T A I N E D A 9 7 % C U S T O M E R S A T I S F A C T I O N S C O R E T R I P L E D C U S T O M E R S U C C E S S T E A M I N 2 0 1 7
  47. 47. PRODUCT LED GROWTH MARKET MAP DEVELOPER & PRODUCT TOOLS BACK OFFICE & OPERATIONS CUSTOMER ENGAGEMENT PRODUCTIVITY & COLLABORATION THE PLGMATURITY OV | PLG
  48. 48. THE FUTURE OF B2B GROWTH IS PRODUCT LED. ARE YOU READY? Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  49. 49. A QUICK PLUG: PARTICIPATE IN OUR ANNUAL SAAS BENCHMARKS SURVEY! H T T P S : / / W W W . S U R V E Y M O N K E Y . C O M / R / O V B E N C H M A R K S 2 0 1 9 Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.
  50. 50. THANK YOU! K Y L E @ O V . V C @ P O Y A R K Proprietary and Confidential ©2019 OpenView Advisors, LLC. All Rights Reserved.

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