How to drive growth in tech start-ups: 3 steps

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In this video from DEMO Traction in San Francisco on April 22, 2015, Jose Morales, VP of corporate development at enterprise software developer company Atlasssian, shares how the company positioned itself for growth. (To watch the video, register or log in below.)

Jose Morales, VP of corporate development Atlasssian DEMO Traction

From the video:

There were three major decisions we made as a company that really formed who we are. The first was about our business model.
We chose to sell online. Twelve years ago, that was really innovative for enterprise software. Some businesses just fall into a business model where you create a product, get a customer, start calling people — it just organically happens. But we’re a Sydney, Australia-based company, and being so far away from the rest of the world meant we didn’t have the ability to fly and speak to somebody or even get on phone calls that matched up with different time zones. The web was a perfect way for us to approach the market.
But in order to sell online, you need a product that sells itself. It needs to be great, and it needs to be priced to sell. To keep prices low, you’ll need to sell in volume, which means you’ll need to sell to everybody. Selling to everybody means that everything your customer wants to know about the product is on your website.
We were really focused on taking the friction out of the buying process, so you can download demos, look at the pricing of products — everything, online. And if you’re going to try a product online, the product needs to be very good. That brings us back to the first thing: You need to have a great product.

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