Growth & Tech Atlassian’s Modular Marketplace – Episode 2

Growth & Tech Atlassian’s Modular Marketplace – Episode 2


Hi! Welcome to growth in tech. I’m Chris
I’m all about B2B growth marketing and sales. I’m Tom, and I’m all about tech and
products in the Atlassian space. Today, we’re going to talk about the Atlassian
ecosystem in general, and something that I get asked often is why doesn’t this
feature come out of the box in Jira? I get it all the time, I see it on
the forums and I’m often there because I’m checking out whether people are
requesting features that our app can provide and coming up with ideas for new
apps and the forums are a fantastic opportunity for that, but you do see
people complaining quite a lot. “What?! I’ve paid for Jira!” Why do I have to pay
extra for this feature?” so Tom, I’m interested to hear your thoughts on that . So it’s not just Jira, it’s Confluence as well As all the Atlassian products that have the Atlassian
marketplace attached to them, and the example I’ll start with is Portfolio. So
portfolio is a big project management tool that can be attached to Jira, and
it’s actually in Atlassian app. They acquired it, and they own it, and even
that doesn’t come standard out of the box and I think the reason is that you’d
resent paying for the app if it was a spread cost between
everyone using it so right now, Portfolio is very expensive, but if you want
it? Great! You are happy to pay for it. but if it was built into Jira, and that
product cost was divided across everyone using Jira, then you’d be subsidizing
the people that actually need it. And I could imagine for a smaller development team,
they might not need some of that functionality. So it ends up being a
modular approach, you only pay for what you need, and this works very well for Atlassian, it means they can move faster and actually just focus on the core product,
and allow the market forces – people in the marketplace – to decide what features
need to get made and for who. So this is also true if we zoom in a little bit on
specific marketplace products so you’ve got JQL searching, and that is built into Jira, the basic functionality but if you want to extend it a bit further, if you
need more features, then there are a few add-ons that do that, and the two that
come to mind that a good analogy for this is: JQL search extensions by
Digital Toucan and Adaptavist’s ScriptRunner. Now, they’re quite different but
they achieve the same goal they both add new functions to the search extensions
,to JQL. and that’s really useful, but with ScriptRunner,
you also get loads of other features you get all the automation, and all the
built-in scripts, but those come at a cost, because the price point is is much
higher for ScriptRunner than it is for just the Search Extensions add on,
and, you’ll see this when people come and look at price that they may not be that
sensitive depending on their size. Well so a smaller client I imagine has to
shop around more carefully, and although there are user tiers, obviously for a small
start-up, money is often tight, and it makes absolute sense if you don’t need
all of the features and plus the kitchen sink, Go for exactly what you need, and so
if the micro app does it for you, JQL search extensions? Awesome that’s exactly
what you need. Larger clients obviously have different needs, if you haven’t read
Crossing the Chasm, I’ll give you the highlight reel now. A larger client is
happy to pay more, but they’re going to demand that everything be right and in
order. They’re going to want good documentation, they’re going to want and they expect very good support. They’re gonna want to look at reviews and make
sure every box is ticked. And so in this case, with these
two options, the Atlassian marketplace is able to cater to all sorts of different
potential customers both large and small. Yeah, and we can see the final end goal for this
is Atlassian isn’t against acquiring apps or bringing them
into the main product, but only when it makes sense, and we’ve seen this with
Automation for Jira being acquired and that is a great example of a product
that was a perfect fit with the space and was actually needed for pretty much
every single person in Jira, so they can validate it and say this is needed but
for the smaller apps, I think having the Marketplace gives people the ability to
pick and makes it a much more powerful product. And from a Developer perspective,
and from a marketing perspective for those Developers, I’d just bear that in
mind. Have an idea who your target persona is. If you’re the perfect app for
a small niche player? Brilliant! If you’re looking to scale up? That’s fine, but bear
in mind you’re going to need a lot more marketing, a lot more support, and a lot
more documentation well written before those clients are ready to take that
leap with you. Yup. Cool, thank you! Ok

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