Kellblog covers topics related to starting, managing, leading, and scaling enterprise software startups. My favorite topics include strategy, marketing, sales, SaaS metrics, and management. I also provide commentary on Silicon Valley, venture capital, and the business of software.
CB Insights now has MarkLogic officially on their unicorn tracker where they are in the company of a rather amazing other 102 startups all with $1B+ valuations, with a combined valuation of a staggering $371B.
Congratulations to the many team members with whom I worked during my time there (2004 to 2010), and a few names immediately spring to mind in that regard: Max, Ian, Paul, Ron, Wayne, Mary, Ponz, Larry, Mark, Randall, Chris, Enrique, Dave, Ann, JT, Josh, Kelly, Matt, Norm, Denise, and of course, Brother Makely.
And I should also thank MarkLogic, in particular Bob and Dale, for being a Host Analytics customer — one of many high-growth, high-tech companies that choose Host Analytics as a cloud-based EPM system that you won’t outgrow.
It took me a week or so to get to it, but in this post I’ll take a dive into the Hortonworks S-1 filing in support of a proposed initial public offering (IPO) of their stock.
While Hadoop and big data are unarguably huge trends driving the industry and while the future of Hadoop looks very bright indeed, on reading the Hortonworks S-1, the reader is drawn to the inexorable conclusion that it’s hard to make money in open source, or more crassly, it’s hard to make money when you give the shit away.
This is a company that, in the past three quarters, lost $54M on $33M of support/services revenue and threw in $26M in non-recoverable (i.e., donated) R&D atop that for good measure.
Let’s take it top to bottom:
They have solid bankers: Goldman Sachs, Credit Suisse, and RBC are leading the underwriting with specialist support from Pacific Crest, Wells Fargo, and Blackstone.
They have an awkward, jargon-y, and arguably imprecise marketing slogan: “Enabling the Data-First Enterprise.” I hate to be negative, but if you’re going to lose $10M a month, the least you can do is to invest in a proper agency to make a good slogan.
Their mission is clear: “to establish Hadoop as the foundational technology of the modern enterprise data architecture.”
Here’s their solution description: “our solution is an enterprise-grade data management platform built on a unique distribution of Apache Hadoop and powered by YARN, the next generation computing and resource management framework.”
They were founded in 2011, making them the youngest company I’ve seen file in quite some years. Back in the day (e.g., the 1990s) you might go public at age 3-5, but these days it’s more like age 10.
Their strategic partners include Hewlett-Packard, Microsoft, Rackspace, Red Hat, SAP, Teradata, and Yahoo.
Business model: “consistent with our open source approach, we generally make the Hortonworks Data Platform available free of charge and derive the predominant amount of our revenue from customer fees from support subscription offerings and professional services.” (Note to self: if you’re going to do this, perhaps you shouldn’t have -35% services margins, but we’ll get to that later.)
Huge market opportunity: “According to Allied Market Research, the global Hadoop market spanning hardware, software and services is expected to grow from $2.0 billion in 2013 to $50.2 billion by 2020, representing a compound annual growth rate, or CAGR, of 58%.” This vastness of the market opportunity is unquestioned.
Open source purists: “We are committed to serving the Apache Software Foundation open source ecosystem and to sharing all of our product developments with the open source community.” This one’s big because while it’s certainly strategic and it certainly earns them points within the Hadoop community, it chucks out one of the better ways to make money in open source: proprietary versions / extensions. So, right or wrong, it’s big.
Headcount: The company has increased the number of full-time employees from 171 at December 31, 2012 to 524 at September 30, 2014
Before diving into the financials, let me give readers a chance to review open source business models (Wikipedia, Kellblog) if they so desire, before making the (generally true but probably slightly inaccurate) assertion: the only open source company that’s ever made money (at scale) is Red Hat.
But after those deals, I can’t name too many others. And I doubt any of those companies was making money.
In my mind there are a two common things that go wrong in open source:
The market is too small. In my estimation open source compresses the market size by 10-20x. So if you want to compress the $30B DBMS market 10x, you can still build several nice companies. However, if you want to compress the $1B enterprise search market by 10x, there’s not much room to build anything. That’s why there is no Red Hat of Lucene or Solr, despite their enormous popularity in search. For open source to work, you need to be in a huge market.
People don’t renew. No matter which specific open source business model you’re using, the general play is to sell a subscription to <something> that complements your offering. It might be a hardened/certified version of the open source product. It might be additions to it that you keep proprietary forever or, in a hardcover/paperback analogy, roll back into the core open source projects with a 24 month lag. It might be simply technical support. Or, it might be “admission the club” as one open source CEO friend of mine used to say: you get to use our extensions, our support, our community, etc. But no matter what you’re selling, the key is to get renewals. The risk is that the value of your extensions decreases over time and/or customers become self-sufficient. This was another problem with Lucene. It was so good that folks just didn’t need much help and if they did, it was only for a year or so.
The lower-level the category the more customers want support on it.
The more you can commoditize the layers below you, the more the market likes it. Red Hat does this for servers.
The lower-level the category the more the market actually “wants” it standardized in order to minimize entropy. This is why low-level infrastructure categories become natural monopolies or oligopolies.
And Red Hat set the right price point and cost structure. In their most recent 10-Q, you can see they have 85% gross margins and about a 10% return on sales. Red Hat nailed it.
But, if you believe this excellent post by Andreessen Horowitz partner Peter Levine, There Will Never Be Another Red Hat. As part of his argument Levine reminds us that while Red Hat may be a giant among open source vendors, that among general technology vendors they are relatively small. See the chart below for the market capitalization compared to some megavendors.
Now this might give pause to the Hadoop crowd with so many firms vying to be the Red Hat of Hadoop. But that hasn’t stopped the money from flying in. Per Crunchbase, Cloudera has raised a stunning $1.2B in venture capital, Hortonworks has raised $248M, and MapR has raised $178M. In the related Cassandra market, DataStax has raised $190M. MongoDB (with its own open source DBMS) has raised $231M. That’s about $2B invested in next-generation open source database venture capital.
While I’m all for open source, disruption, and next-generation databases (recall I ran MarkLogic for six years), I do find the raw amount of capital invested pretty crazy. Yes, it’s a huge market today. Yes, it’s exploding as do data volumes and the new incorporation of unstructured data. But we will be compressing it 10-20x as part of open-source-ization. And, given all the capital these guys are raising – and presumably burning (after all, why else would you raise it), I can assure you that no one’s making money.
Hortonworks certainly isn’t — which serves as a good segue to dive into the financials. Here’s the P&L, which I’ve cleaned up from the S-1 and color-annotated.
$33M in trailing three quarter (T3Q) revenues ($41.5M in TTM, though not on this chart)
109% growth in T3Q revenues
85% gross margins on support
Horrific -35% gross margins on services which given the large relative size of the services business (43% of revenues) crush overall gross margins down to 34%
More scarily this calls into question the veracity of the 85% subscription gross margins — I recall reading in the S-1 that they current lack VSOE for subscription support which means that they’ve not yet clearly demonstrated what is really support revenue vs. professional services revenue. [See footnote 1]
$26M in T3Q R&D expense. Per their policy all that value is going straight back to the open source project which begs the question will they ever see return on it?
Net loss of $86.7M in T3Q, or nearly $10M per month
Here are some other interesting tidbits from the S-1:
Of the 524 full-time employee as of 9/30/14, there are 56 who are non-USA-based
CEO makes $250K/year in base salary cash compensation with no bonus in FY13 (maybe they missed plan despite strong growth?)
Prior to the offering CEO owns 6.8% of the stock, a pretty nice percentage, but he was a kind-of a founder
Benchmark owns 18.7%
Yahoo owns 19.6%
Index owns 9.5%
$54.9M cash burn from operations in T3Q, $6.1M per month
Number of support subscription customers has grown from 54 to 233 over the year from 9/30/13 to 9/30/14
A single customer represented went from 47% of revenues for the T3Q ending 9/30/13 down to 22% for the T3Q ending 9/30/14. That’s a lot of revenue concentration in one customer (who is identified as “Customer A,” but who I believe is Microsoft based on some text in the risk factors.)
Here’s a chart I made of the increase in value in the preferred stock. A ten-bagger in 3 years.
One interesting thing about the prospectus is they show “gross billings,” which is an interesting derived metric that financial analysts use to try and determine bookings in a subscription company. Here’s what they present:
While gross billings is not a bad stab at bookings, the two metrics can diverge — primarily when the duration of prepaid contracts changes. Deferred revenue can shoot up when sales sells longer prepaid contracts to a given number of customers as opposed to the same-length contract to more of them. Conversely, if happy customers reduce prepaid contract duration to save cash in a downturn, it can actually help the vendor’s financial performance (they will get the renewals because the customer is happy and not discount in return for multi-year), but deferred revenue will drop as will gross billings. In some ways, unless prepaid contract duration is held equal, gross billings is more of a dangerous metric than anything else. Nevertheless Hortonworks is showing it as an implied metric of bookings or orders and the growth is quite impressive.
Sales and Marketing Efficiency
Let’s now look at sales and marketing efficiency, not using the CAC which is too hard to calculate for public companies but using JMP’s sales and marketing efficiency metric = gross profit [current] – gross profit [prior] / S&M expense [prior].
On this metric Hortonworks scores a 41% for the T3Q ended 9/30/14 compared to the same period in 2013. JMP considers anything above 50% efficient, so they are coming in low on this metric. However, JMP also makes a nice chart that correlates S&M efficiency to growth and I’ve roughly hacked Hortonworks onto it here:
I’ll conclude the main body of the post by looking at their dollar-based expansion rate. Here’s a long quote from the S-1:
Dollar-Based Net Expansion Rate. We believe that our ability to retain our customers and expand their support subscription revenue over time will be an indicator of the stability of our revenue base and the long-term value of our customer relationships. Maintaining customer relationships allows us to sustain and increase revenue to the extent customers maintain or increase the number of nodes, data under management and/or the scope of the support subscription agreements. To date, only a small percentage of our customer agreements has reached the end of their original terms and, as a result, we have not observed a large enough sample of renewals to derive meaningful conclusions. Based on our limited experience, we observed a dollar-based net expansion rate of 125% as of September 30, 2014. We calculate dollar-based net expansion rate as of a given date as the aggregate annualized subscription contract value as of that date from those customers that were also customers as of the date 12 months prior, divided by the aggregate annualized subscription contract value from all customers as of the date 12 months prior. We calculate annualized support subscription contract value for each support subscription customer as the total subscription contract value as of the reporting date divided by the number of years for which the support subscription customer is under contract as of such date.
This is probably the most critical section of the prospectus. We know Hortonworks can grow. We know they have a huge market. We know that market is huge enough to be compressed 10-20x and still have room to create a a great company. What we don’t know is: will people renew? As we discussed above, we know it’s one of the great risks of open source
Hortonworks pretty clearly answers the question with “we don’t know” in the above quote. There is simply not enough data, not enough contracts have come up for renewal to get a meaningful renewal rate. I view the early 125% calculation as a very good sign. And intuition suggests that — if their offering is quality — that people will renew because we are talking low-level, critical infrastructure and we know that enterprises are willing to pay to have that supported.
# # #
In the appendix below, I’ll include a few interesting sections of the S-1 without any editorial comments.
A significant portion of our revenue has been concentrated among a relatively small number of large customers. For example, Microsoft Corporation historically accounted for 55.3% of our total revenue for the year ended April 30, 2013, 37.8% of our total revenue for the eight months ended December 31, 2013 and 22.4% of our total revenue for the nine months ended September 30, 2014. The revenue from our three largest customers as a group accounted for 71.0% of our total revenue for the year ended April 30, 2013, 50.5% of our total revenue for the eight months ended December 31, 2013 and 37.4% of our total revenue for the nine months ended September 30, 2014. While we expect that the revenue from our largest customers will decrease over time as a percentage of our total revenue as we generate more revenue from other customers, we expect that revenue from a relatively small group of customers will continue to account for a significant portion of our revenue, at least in the near term. Our customer agreements generally do not contain long-term commitments from our customers, and our customers may be able to terminate their agreements with us prior to expiration of the term. For example, the current term of our agreement with Microsoft expires in July 2015, and automatically renews thereafter for two successive twelve-month periods unless terminated earlier. The agreement may be terminated by Microsoft prior to the end of its term. Accordingly, the agreement with Microsoft may not continue for any specific period of time.
# # #
We do not currently have vendor-specific objective evidence of fair value for support subscription offerings, and we may offer certain contractual provisions to our customers that result in delayed recognition of revenue under GAAP, which could cause our results of operations to fluctuate significantly from period-to-period in ways that do not correlate with our underlying business performance.
In the course of our selling efforts, we typically enter into sales arrangements pursuant to which we provide support subscription offerings and professional services. We refer to each individual product or service as an “element” of the overall sales arrangement. These arrangements typically require us to deliver particular elements in a future period. We apply software revenue recognition rules under U.S. generally accepted accounting principles, or GAAP. In certain cases, when we enter into more than one contract with a single customer, the group of contracts may be so closely related that they are viewed under GAAP as one multiple-element arrangement for purposes of determining the appropriate amount and timing of revenue recognition. As we discuss further in “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Critical Accounting Policies and Estimates—Revenue Recognition,” because we do not have VSOE for our support subscription offerings, and because we may offer certain contractual provisions to our customers, such as delivery of support subscription offerings and professional services, or specified functionality, or because multiple contracts signed in different periods may be viewed as giving rise to multiple elements of a single arrangement, we may be required under GAAP to defer revenue to future periods. Typically, for arrangements providing for support subscription offerings and professional services, we have recognized as revenue the entire arrangement fee ratably over the subscription period, although the appropriate timing of revenue recognition must be evaluated on an arrangement-by-arrangement basis and may differ from arrangement to arrangement. If we are unexpectedly required to defer revenue to future periods for a significant portion of our sales, our revenue for a particular period could fall below our expectations or those of securities analysts and investors, resulting in a decline in our stock price
# # #
We generate revenue by selling support subscription offerings and professional services. Our support subscription agreements are typically annual arrangements. We price our support subscription offerings based on the number of servers in a cluster, or nodes, data under management and/or the scope of support provided. Accordingly, our support subscription revenue varies depending on the scale of our customers’ deployments and the scope of the support agreement.
Our early growth strategy has been aimed at acquiring customers for our support subscription offerings via a direct sales force and delivering consulting services. As we grow our business, our longer-term strategy will be to expand our partner network and leverage our partners to deliver a larger proportion of professional services to our customers on our behalf. The implementation of this strategy is expected to result in an increase in upfront costs in order to establish and further cultivate such strategic partnerships, but we expect that it will increase gross margins in the long term as the percentage of our revenue derived from professional services, which has a lower gross margin than our support subscriptions, decreases.
# # #
Deferred Revenue and Backlog
Our deferred revenue, which consists of billed but unrecognized revenue, was $47.7 million as of September 30, 2014.
Our total backlog, which we define as including both cancellable and non-cancellable portions of our customer agreements that we have not yet billed, was $17.3 million as of September 30, 2014. The timing of our invoices to our customers is a negotiated term and thus varies among our support subscription agreements. For multiple-year agreements, it is common for us to invoice an initial amount at contract signing followed by subsequent annual invoices. At any point in the contract term, there can be amounts that we have not yet been contractually able to invoice. Until such time as these amounts are invoiced, we do not recognize them as revenue, deferred revenue or elsewhere in our consolidated financial statements. The change in backlog that results from changes in the average non-cancelable term of our support subscription arrangements may not be an indicator of the likelihood of renewal or expected future revenue, and therefore we do not utilize backlog as a key management metric internally and do not believe that it is a meaningful measurement of our future revenue.
# # #
We employ a differentiated approach in that we are committed to serving the Apache Software Foundation open source ecosystem and to sharing all of our product developments with the open source community. We support the community for open source Hadoop, and employ a large number of core committers to the various Enterprise Grade Hadoop projects. We believe that keeping our business model free from architecture design conflicts that could limit the ultimate success of our customers in leveraging the benefits of Hadoop at scale is a significant competitive advantage.
# # #
International Data Corporation, or IDC, estimates that data will grow exponentially in the next decade, from 2.8 zettabytes, or ZB, of data in 2012 to 40 ZBs by 2020. This increase in data volume is forcing enterprises to upgrade their data center architecture and better equip themselves both to store and to extract value from vast amounts of data. According to IDG Enterprise’s Big Data Survey, by late 2014, 31% of enterprises with annual revenues of $1 billion or more expect to manage more than one PB of data. In comparison, as of March 2014 the Library of Congress had collected only 525 TBs of web archive data, equal to approximately half a petabyte and two million times smaller than a zettabyte.
# # #
 Thinking more about this, while I’m not an accountant, I think the lack of VSOE has the following P&L impact: it means that in contracts that mix professional services and support they must recognize all the revenue ratably over the contract. That’s fine for the support revenue, but it should have the effect of pushing out services revenue, artificially depressing services gross margins. Say, for example you did a $240K that was $120K of each. The support should be recognized at $30K/quarter. However, if the consulting is delivered in the first six months it should be delivered at $60K/quarter for the first and second quarters and $0 in the third and fourth. Since, normally, accountants will take the services costs up-front this should have the effect of hurting services by taking the costs as delivered but by the revenue over a longer period.
 See here for generic disclaimers and please note that in the past I have served as an advisor to MongoDB
The two winners of the next-generation NoSQL database wars have been decided: MongoDB and Hadoop. The faster the runner-ups figure that out, the faster they can carve off sensible niches on the periphery of the market instead of running like decapitated chickens in the middle. 
The first reason I say this is because of the increasing returns (or, network effects) in platform markets. These effects are weak to non-existent in applications markets, but in core platform markets like databases, the rich invariably get richer. Why?
The more people that use a database, the easier it is to find people to staff teams so the more likely you are to use it.
The more people that use a database, the richer the community of people you can leverage to get help
The more people that build applications atop a database, the less perceived risk there is in building a new application atop it.
The more people that use a database, the more jobs there are around it, which attracts more people to learn how to use it.
The more people that use a database, the cooler it is seen to be which in turn attracts more people to want to learn it.
The more people that use a database, the more likely major universities are to teach how to use it in their computer science departments.
This is why betting on horizontal underdogs in core platform markets is rarely a good idea. At some point, best technology or not, a strong leader becomes the universal safe choice. Consider 1990 to about 2005 where the relational model was the chosen technology and the market a comfortable oligopoly ruled by Oracle, IBM, and Microsoft.
It’s taken 30+ years (and numerous prior failed attempts) to create a credible threat to the relational stasis, but the combination of three forces is proving to be a perfect storm:
Open source business models which cut costs by a factor of 10
Increasing amounts of data in unstructured data types which do not map well to the relational model.
A change in hardware topology to from fewer/bigger computers to vast numbers of smaller ones.
While all technologies die slowly, the best days of relational databases are now clearly behind them. Kids graduating college today see SQL the way I saw COBOL when I graduated from Berkeley in 1985. Yes, COBOL was everywhere. Yes, you could easily get a job programming it. But it was not cool in any way whatsoever and it certainly was not the future. It was more of a “trade school” language than interesting computer science.
The second reason I say this is because of my experience at Ingres, one of the original relational database providers which — despite growing from ~$30M to ~$250M during my tenure from 1985 to 1992 — never realized that it had lost the market and needed a plan B strategy. In Ingres’s case (and with full 20/20 hindsight) there was a very viable plan B available: as the leader in query optimization, Ingres could have easily focused exclusively on data warehousing at its dawn and become the leader in that segment as opposed to a loser in the overall market. Yet, executives too often deny market reality, preferring to die in the name of “going big” as opposed to living (and prospering) in what could be seen as “going home.” Runner-up vendors should think hard about the lessons of Ingres.
The last reason I say this is because of what I see as a change in venture capital. In the 1980s and 1990s VCs used to fund categories and cage-fights. A new category would be identified, 5-10 companies would get created around it, each might raise $20-$30M in venture capital and then there would be one heck of a cage-fight for market leadership.
Today that seems less true. VCs seem to prefer funding companies to categories. (Does anyone know what category Box is in? Does anyone care about any other vendor in it?) Today, it seems that VCs fund fewer players, create fewer cage-fights, and prefer to invest much more, much later in a company that appears to be a clear winner.
This, so-called “momentum investing” itself helps to anoint winners because if Box can raise $309M, then it doesn’t really matter how smart the folks at WatchDox are or how clever their technology.
MongoDB is in this enviable position in the next-generation (open source) NoSQL database market. It has built a huge following, that huge following is attracting a huge-r (sorry) following. That cycle is attracting momentum investors who see MongoDB as the clear leader. Those investors give MongoDB $150M.
By my math, if entirely invested in sales , that money could fund hiring some 500 sales teams who could generate maybe $400M a year in incremental revenue. Which would in turn will attract more users. Which would make the community bigger. Which would de-risk using the system. Which would attract more users.
Disclaimer: I own shares in several of the companies mentioned herein as well as competitors who are not. See my FAQ for more.
 Because I try to avoid writing about MarkLogic, I should be clear that while one can (and I have) argued that MarkLogic is a NoSQL system, my thinking has evolved over time and I now put much more weight on the open-source test as described in the “perfect storm” paragraph above. Ergo, for the purposes of this post, I exclude MarkLogic entirely from the analysis because they are not in the open-source NoSQL market (despite the 451’s including them in their skills index). Regarding MarkLogic, I have no public opinion and I do not view MongoDB’s or Hadoop’s success as definitively meaning either anything either good or bad for them.
 Which, by the way, they have explicitly said they will not do. They have said, “the company will use these funds to further invest in the core MongoDB project as well as in MongoDB Management Service, a suite of tools and services to operate MongoDB at scale. In addition, MongoDB will extend its efforts in supporting its growing user base throughout the world.”
Big Data, Cloud Computing and Industry Perspectives with Dave Kellogg
BY Darren Cunningham
I had the pleasure of working with Dave Kellogg early in my marketing career and continue to learn from him as a regular subscriber to his popular blog, Kellblog. A seasoned Silicon Valley executive, Dave has been a board member (Aster Data), CEO (MarkLogic), CMO (Business Objects) and VP of Marketing (Versant and Ingres). I recently sat down with Dave to discuss industry trends. As always, he didn’t hold back.
Dave, you’ve written a lot about “Big Data” on your blog. Why is it such a hot topic in the world of data management?
First I think Big Data is a hot topic because it represents the first time in about 30 years that people are rethinking databases. Literally, since about 1980 people haven’t had to think much about databases. If you were an SMB, you went SQL server; if you were enterprise, you’d go Oracle or IBM depending on your enterprise preferences. But in terms of technology, to paraphrase Henry Ford: any color you want, as long it’s relational.
Overall, I think Big Data is hot for three reasons:
Major new innovation is finally happening with databases for the first time in three decades.
Hardware architectures have changed — people want to scale horizontally like Google.
We are experiencing a serious explosion in the amount of data people are analyzing and managing. Machine-generated data, the exhaust of the Web, is driving a lot of it.
I think Big Data is challenging on many fronts from the cool (e.g., analytics and query optimization), to the practical (e.g., horizontal scaling), to the mundane (e.g., backup and recovery).
What’s the intersection with Cloud Computing?
I think when people say cloud computing, they mean one of several things:
SaaS: The use of software applications or platforms as services.
Dynamic scaling: My favorite example of this is Britain’s Got Talent, which uses Cassandra. Most of the time they have nothing to do. Then one night half the country is trying to vote for their favorite contestants.
Service orientation: The ability to weave together applications by calling various cloud services — in effect using a series of cloud services as a platform on which to build applications.
I think Big Data intersects with cloud in several ways. First, the people running cloud services are dealing with Big Data problems. They are hosting thousands of customers’ databases and generating log records from hundreds of thousands of users. I also think Big Data analytics are very dynamic loads. One minute you want nothing, then suddenly you need to throw 100 servers at a complex problem for several hours.
How do you see these trends changing the role of IT?
I think corporate IT is constantly evolving because smart corporations want their internal resources focused on activities that they can’t buy elsewhere and that generate competitive advantage for the business.
IT used to buy and run computers. Then they used to build and run applications. Then they focused on weaving together packaged applications. Going forward, they will focus on tightly integrating cloud-based services. They will also continue to focus on company-proprietary analytics used to gain competitive advantage.
The other trend driving IT is consumerization. The Web sets expectations for functionality, user interface and quality that corporate IT must meet with internal systems. The bar has gone way up – people won’t tolerate old-school ERP-style interfaces at work when they’re used to Facebook or Yelp.
What does that mean for technology sales and marketing?
If Mr. McGuire in The Graduate were dishing out advice today, instead of saying “plastics,” he’d say “data science.” More and more companies will use data scientists to analyze their business and drive tactical operations. First you need to gather a whole bunch of data about your operations and customers. Then you need to throw world-class data analysts at it to get business value and to be sure you don’t draw false conclusions – e.g., mixing causality with correlation.
Today, most companies have their sales departments on salesforce.com. Leading marketing departments are on Marketo or Eloqua, but most marketers still don’t have much technology backing them. Going forward you will see a whole class of analytics applications vendors providing advanced analytics for Salesforce (e.g., Cloud9, Good Data) and the marketing automation vendors will move beyond lead incubation into providing overall marketing suites. I expect Marekto or Eloqua to try to do for the chief marketing officer what SuccessFactors did for the chief people officer – and if they don’t, then there’s a real opportunity for someone else.
Speaking of all things cloud, you often write about Silicon Valley trends. How would you characterize what’s going on in the market right now?
From my perception, the Silicon Valley innovation engine is running full out. Top VCs are raising new funds. I meet a few new startups every day. Of late, I’ve met fascinating companies in next-generation business intelligence, analytics, Big Data, social media monitoring and exploitation and Web application development. One of the more interesting things I’ve found is a VC fund dedicated to big data – IA Ventures (in New York). When I heard about them, I thought: oh, lots of Big Data infrastructure and platform technologies. Then I spent some time and realized that most of their portfolio is about exploiting new Big Data infrastructure technologies via vertical applications. That was really interesting.
People will debate whether we’re in a mini tech bubble or a social networking-specific bubble. Who knows? I just read an article in the The Wall Street Journal that argues $140B valuation for Facebook is realistic, and it was fairly convincing. So you can debate the bubble issue but you can’t debate that the IPO market has been closed for a long time. Now it is starting to open, and that’s a huge change in Silicon Valley.
What advice do you have for both entrepreneurs and IT veterans?
Don’t build or run things that you can buy or rent. If you follow that mantra, you will follow market trends, and always stay at the right stack-layer to ensure that you are adding value as opposed to leveraging old skill sets. While you may know how to run a Big Data center, you can now rent time in one more cost-effectively. So either go work for a company that runs data centers (e.g., Equinix) if that’s your pleasure, or go leverage the people who do. Put differently, don’t be static. If you’re still using skills you learned 10 years ago, make sure that you’re not teeing yourself up to get left behind.
[Notes: Minor changes made from the SandHill post. I added emphasis via bolding and I corrected the attribution of the famous lines “plastics” from The Graduate. It was not Mr. Robinson, but Mr. McGuire, who said it.]
My premise was that open source presents a fundamental paradox: the larger the community, the better the software, and the less people need to buy support for it. Thus, that open source market opportunities were inherently flawed / paradoxical because you could only sell services for projects that were not terribly successful. Simply put,
You can have a large community who doesn’t need to buy from you or a small community who does.
I think Mike’s overall take on my post was “1990s thinking” because things have evolved over the past decade and businesses now try to monetize open source opportunities in more sophisticated ways. This approach doesn’t actually contradict the paradox I observed, but instead looks for more creative ways around it.
Another key point Mike made was that open source is not a business model. I agree. Open source is a way of developing software. There are many different possible business models for monetizing open source projects.
Rather than attempt to replay the back-and-forth of our discussion, I will simply list my revised take on the 4 basic open source business models.
Professional services. The most basic way to make money around an open source project is to offer related consulting (and training) services. For example, ThinkBigAnalytics, seems to building a consulting business around Hadoop and NoSQL databases (most of which are also open source).
Dual licensing. A vendor offers (1) a free version under the GPL license which freely enables internal use but contaminates on redistribution and (2) a paid version under a different license that doesn’t include GPL’s copyleft provisions. This model reeks of the vig as you force people under threat (of open sourcing their system) if they don’t move to the non-GPL version. In addition, since SaaS or cloud services use but don’t redistribute software, this approach loses its teeth in the SaaS / cloud world.
Open core. A vendor promotes an open source version of a system and makes money by extending it with proprietary additions. In this model, the vendor “has some IP” and is not totally dependent on support subscriptions which may or may not be renewed. Cloudera is executing this strategy by offering both (1) the Cloudera Distribution on an Apache license as well as (2) Cloudera Enterprise which is built on the Cloudera Distribution but also includes production support and management applications.
The open core model clearly sidesteps the paradox I’d outlined because open core vendors offer more than support. Open core is a freemium business model and possesses all the strengths and suffers from all the weaknesses of other freemium models.
First, can you build a large community on the free version or service?
Second, through what mechanism and at what cost you monetize members of that community to a higher-level service?
Third, once monetized at what rate can you keep premium members renewing the premium service or moving them up to an even higher service level?
LinkedIn has done freemium spectacularly well. I’ve never paid them a dime (as a free service user) but somebody paid them the ~$250M they made in the first 9 months of the year. (Turns out it’s about 33% each of premium subscriptions, hiring solutions, and marketing solutions.)
How will open core play out for open source vendors? I don’t know. I do know the freemium code is hard to crack. I do know that freemium models are constantly evolving. I do believe that freemium is a better business model than simply offering support or services. And with the IPO window opening, I do believe we may get a chance to see the financials of a few open core companies in the coming years.
“Max brings to 10gen a strong understanding of the database market, both from the perspective of an established market leader and an upstart alternative technology,” said Dwight Merriman, co-founder and CEO of 10gen. “Usage of MongoDB has been growing explosively; adding Max to the team will help us scale the company to keep up with the interest in our technology.”
Like MarkLogic, MongoDB is a highly-scalable, document-oriented, and schema-free database system. Unlike MarkLogic, MongoDB is open source, JSON-oriented, and in use at many web 2.0 startups like foursquare, Etsy, bit.ly, github, bump, Disqus, EventBrite, and others. While MarkLogic uses a query language (XQuery) to access the DBMS, MongoDB is what I call a “revenge of the programmers” database that, like object databases back in the day, are preferred by programmers for their interfaces to popular languages.
I had the pleasure of working with Max for 6+ years at MarkLogic, think he’s one of the smartest people I know, and wish him well in this new endeavor. One way I judge my own success as a manager is to judge the career success of those who worked for me. I think this is a great move for Max and a great move for 10gen.
We are in the middle of one of our periodic analyst tours at MarkLogic, where we meet about 50 top software industry analysts focused in areas like enterprise search, enterprise content management, and database management systems. The NoSQL movement was one of four key topics we are covering, and while I’d expected some lively discussions about it, most of the time we have found ourselves educating people about NoSQL.
In this post, I’ll share the six key points we’re making about NoSQL on the tour.
Our first point is that NoSQL systems come in many flavors and it’s not just about key/value stores. These flavors include:
Key/value stores (e.g., Hadoop)
Document databases (e.g., MarkLogic, CouchDB)
Graph databases (e.g., AllegroGraph)
Distributed caching systems (e.g., Memcached)
Our second point is that NoSQL is part of a broader trend in database systems: specialization. The jack-of-all-trades relational database (e.g., Oracle, DB2) works reasonably well for a broad range of applications — but it is a master of none. For any specific application, you can design a specialized DBMS that will outperform Oracle by 10 to 1000 times. Specialization represents, in aggregate, the biggest threat to the big-three DBMS oligopolists. Examples of specialized DBMSs include:
Streambase, Skyler: real-time stream processing
MarkLogic: semi-structured data
Vertica, Greenplum: mid-range data warehousing
Aster: large-scale (aka “big data”) analytic data warehousing
VoltDB: high volume transaction processing
MATLAB: scientific data management
Our third point is that NoSQL is largely orthogonal to specialization. There are specialized NoSQL databases (e.g., MarkLogic) and there are specialized SQL databases (e.g., Aster, Volt). The only case where I think there are zero examples is general-purpose NoSQL systems. While I’m sure many of the NoSQL crowd would argue that their systems can do everything, is anyone *really* going to run general ledger or opportunity management on Hadoop? I don’t think so.
Our fourth point is that NoSQL isn’t about open source. The software-wants-to-be-free crowd wants to build open source into the definition of NoSQL and I believe that is both incorrect and a mistake. It’s incorrect because systems like MarkLogic (which uses an XML data model and XQuery) are indisputably NoSQL. And it’s a mistake because technology movements should be about technology, not business models. (The open source NoSQL gang can solve its problem simply by affiliating with both the NoSQL technology movement and the open source business model movements.)
As CEO of a company that’s invested a lot of energy in supporting standards, our fifth point was that, rather ironically, most open source NoSQL systems have proprietary interfaces. People shouldn’t confuse “can access the source code” with “can write applications that call standard interfaces” and ergo can swap components easily. If you take offense at the word proprietary, that’s fine. You can call them unique instead. But the point is an application written on Cassandra is not practically moved to Couch, regardless of whether you can access the source code both Couch and Cassandra.
Our sixth point is that we think MarkLogic provides a best-of-both-worlds option between open source NoSQL systems and traditional DBMSs. Like open source NoSQL systems, MarkLogic provides shared-nothing clustering on inexpensive hardware, superior support for unstructured data, document-orientation, and high-performance. But like traditional databases, MarkLogic speaks a high-level query language, implements industry standards, and is commercial-grade, supported software. This means that customers can scale applications on inexpensive computers and storage, avoid the pains of normalization and joins, have systems that run fast, can be implemented by normal database programmers, and feel safe that their applications are built via a standard query language (XQuery) that is supported by scores of vendors.
I’m Dave Kellogg, technology executive, investor, independent director, adviser, and blogger. I’m also a hiker, oenophile, and fly fisher.
From 2012 to 2018, I was CEO of cloud enterprise performance management vendor Host Analytics, where we quintupled ARR while halving customer acquisition costs in a highly competitive market, ultimately selling the company in a private equity transaction.
Previously, I was SVP/GM of Service Cloud at Salesforce and CEO at NoSQL database provider MarkLogic. Before that, I was CMO at Business Objects for nearly a decade as we grew from $30M to over $1B. I started my career in technical and product marketing positions at Ingres and Versant.
I love disruption, startups, and Silicon Valley and have had the pleasure of working in varied capacities with companies including ClearedIn, FloQast, GainSight, Lecida, MongoDB, Recorded Future, Tableau and TopOPPs. I currently sit on the boards of Alation (data catalogs) and Nuxeo (content management) and previously sat on the boards of agtech leader Granular (acquired by DuPont for $300M) and big data leader Aster Data (acquired by Teradata for $325M).
I periodically speak to strategy and entrepreneurship classes at the Haas School of Business (UC Berkeley) and Hautes Études Commerciales de Paris (HEC).