Context: DronaHQ is a B2B SaaS company specializing in low-code app development domain. DronaHQ is currently in Growth stage and has a low-to-medium customer base in Indian markets as well as US market. DronaHQ now plans to increase its customer base in both Indian and US markets.

Litmus test for DronaHQ

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Pricing

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DronaHQ has 3 types of licensing plans:

User-based plan with $10/user/month when billed annually.

Usage-based plan with $100/month when billed annually.

Developer-based plan is an exclusive plan only for enterprise customers with no pre-defined billing cost.

Broadly, DronaHQ has two account types that generates 95% of revenue for the company:

SMB accounts: with annual billings ranging from $5-$10K. These accounts use DronaHQ for less than 5 internal use cases and for their rest internal use cases either they have in-house development team or already use some popular market tools. SMB accounts Eg. GoYubi, Zenollect.

Enterprise accounts: with annual billings ranging from $25-$40K. These accounts use DronaHQ as their key developer tool for all internal use cases. Eg. Clevertap, Media.net.

Thier Average contract value currently is approx. $15000.

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Value Proposition

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DronaHQ is the most efficient way for engineering teams to build custom apps with 10x fast speed.

Products like Retool, Appsmith, or Superblocks are direct competitors to DronaHQ. While Retool has higher cost issues when the user base increase. Appsmith offers less flexibility for developers in terms of databases and API integrations. Lastly, Superblocks has very limited feature set as its comparatively new to the market.

Key standout features of DronaHQ when compared to competitors are:

1. DronaHQ offers more than 120 pre-built UI components while other tools have between 50-100.
2. DronaHQ is less costly when the end user base scale.
3. DronaHQ offers a dedicated support team with 24*7 engineering support.

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Sales Cycle/Process

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Note: DronaHQ has diverse end users. It could be an individual paid user or SMB and enterprise accounts.

Keeping the end user accounts diversification in mind, here is what the sales cycle/process looks like:

• 2000 leads per year
• 385 demos per year ( 19.25 % lead to demo)
• 48 signed up accounts per year ( 12% CVR from demo to signed up)
• Average account value: $15K/yr
• Annual revenue: $720K+
• Time to convert an account: 6-8 weeks

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Event objective for DronaHQ

Given that the lead to sign up conversion is just 2.4% which is considered to be low, and considering that it is B2B SaaS with no production cost every year there will be no major cost required to acquire 52 more customers.

Taking into account the ACV of $15K/yr, DronaHQ's objective will be to generate 2000 more leads with ELG.

In terms of company stage, DronaHQ falls in PMF as well Early scaling stage.

Are customers/prospects problem unaware?

No, DronaHQ's current customers are not problem unware. They use DronaHQ for all their internal app development use cases and saves a huge of amount of cost and development time.

Are they solutions unaware?​

For enterprises: Most of the enterprises across the industries and regions already have internal tools developed by their core engineering team or they have purchased some heavy tools for particular use cases. (Eg. Darwin box for HR tech). The major challenge they face is putting their core engineering team's time into maintaining or updating the internal tools. Which ultimately results in loss of core engineering projects.

For SMBs: Most of these businesses have purchased products for different internal use cases like HR apps, Sales apps etc. But they face huge challenges with higher cost of these products and no flexibility, customization.

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What sort of event should it be?

Both of these accounts solution awareness is a challenge. So across the different types of events, the focus should be on Discovery and Engagement. With Discovery could be more than 80%.

Event Structure

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IAP for DronaHQ

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Looking at the shorter sales cycle of DronaHQ, and considering running the events for 6 month, we will focus on SMB accounts.

IAP: Internet companies

These are the top fastest growing companies across India and USA.

Eg. Shiprocket, Meesho, Freshworks.

Problem statement

1. Internet companies rely on popular market tools to streamline on internal operations like employee management, portals etc. Which is a costly investment.
2. If not a market tool, they rely on their core engineering team to also work on internal tools apart from impact engineering projects. Which at the end of the day reduces employee's productivity and focus from core product development.

Solution

1. Internet companies need a low-code tool by which they can build applications for all their internal operations. Low-code tools would cost them 50% less than other pre-built tools. Which will end their budget challenges.
2. Their core engineering team does not have to build apps through traditonal methods which is time consuming. With low-code they can do it 10x faster.

Buyer: VP of Engineering/CTOs or Director of Engineering.

User: Engineers/developers.

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Goal for this IAP: To increase their focus on core product development and do all other internal operations with low-code.

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Discover event goal: Brand unaware.

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Engage event goal: Urgency unaware.

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Suitable event topic

To create a suitable event topic, let's list down main factors in crisp.

ICP: Engineering leader

Problem: Higher development cost & time, and core development neglected

Trends: Low-code, AI, Digital transformation

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For our selected IAP, these some topics will encourage them to join.

IAP with cost and development time as a problem:

IAP with core product development neglected as a problem:

Goal: Conduct these 6 masterclass in next 6 months

Partner and speaker selection

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For problem related to fast app development, higher cost, and focus on core product development:

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Why will these speakers agree to speak?

Social capital: These events will increase their products visibility among other engineering leaders.

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Speaker outreach email

Tools for master class:

Meeting - Zoom

Landing pages - Wordpress

Email campaign - Smartlead

Prospect outreach format:

Social outreach:

• Target engineering influencers to promote this event on their channels.
• Promote event details on DronaHQ brand handles.
• Reach out to existing DronaHQ to attend this event, and ask them to post on their social channels to get a $100 credit to their DronaHQ accounts.
• For partner benefits, every attendee will get one month free of MongoDB.

Email/direct outreach:

• We will email to engineering leaders of internet companies via crisp email.
• They can invite their 2 team members for free to the event.

Email outreach flow will look like this:

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Event flow

Opening act [5 min]:

• Character building - Mick built an database system for faster data operations.

Middle act [10 min]:

• Context: Every internet company runs on data, impact business decisions.
• Complexity: Building frontend on top of data requires a lot of time when done traditionally, which delays the decision making and consume engineering teams time.
• Personal story: Mick has incorporated tools for building frontend on top of database which give results in very less time.

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Re-energising act [15 min]:

• Top engineering stats.
• 1:1 with speaker.

Closing act [ 15 min]:

• Q&A sessions with speaker and audience.
• Real world engineering story.
• Offering engineering handbook.

Post event

• Send event snippets to all registers.
• Post event snippets on DronaHQ brand handle.
• Ask speaker to share on their social channels.

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