1. Ten ISV Traps to Avoid on the Path to SaaS Success Phil Wainewright CEO, Procullux Ventures

2. A timeline of SaaS failure 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Red Gorilla Pandesic Futurelink USinternetworking (C11) Qwest CyberSolutions Klir Technologies Microsoft Live SAP Business ByDesign Siebel CRM OnDemand

3. How do I get to SaaS? Defining your strategy –Seeking advice, business objectives, product definition Laying the foundations –Infrastructure choices, service delivery management, business models Go-to-market –Market assessment, partner selection, sales and marketing techniques Journey’s end

4. 1. Well-meant advice

5. 2. Ignoring the Web The Web brings new ways to interact with others –Online selling and service –Collaborative development –Vendor ecosystems Explore and understand network effects –Shared services –Mashups –Aggregate data –The long tail

6. Three monkeys take on SaaS –Adobe: See no SaaS –SAP: Hear no SaaS –Microsoft: Speak no SaaS Cloud deflation –Force.com: $12-18 per user per month –Bungee Labs: $3.60 per user per month 3. Cannibalisation/commoditisation

7. 4. The wrong platform How much multi-tenancy? –Shared infrastructure –Shared application server –Shared database

8. Security Log SaaS Applicatio n Identity Manageme nt Usage Tracking CRM Call Center Support System Managemen t Log SaaS Applicatio n Performanc e Availability Security SLA Monitoring Provisioning Management Agent Access Control Metering Order Management Service Delivery Platform Runtime Billing Managemen t Alerts Credit: Gianpaolo Carraro & Fred Chong, Microsoft Architecture strategy team

9. 4. The wrong platform How much multi-tenancy? –Shared infrastructure –Shared application server –Shared database Virtualization vs consolidation Time-to-market vs building for scale

10. 5. Undervaluing trust

12. 6. Thinking like a software vendor It’s a service, not a toolkit Deliver & Price … like a service provider

13. 7. Market projection

14. 8. Leaving it to partners Channel partners –Traditional –Non-traditional Platform partners –Hosting and utility platforms –Development/deployment platforms Provider partners –Application vendors –Business service providers

15. 9. Build it and they will come The Web is a tool, not a panacea Automated sales processes Online trials and pilots Continuous prospect interaction Better marketing feedback … but enterprise buying is still person-to-person

16. 10. Expecting a destination

17. Q&A Close + clinic