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Thousands of Investors Shaped ActivTrak’s Development

Old ActivTrak dashboard 2012

One of the issues that separates ActivTrak from different SaaS merchandise is our bootstrapped nature. We’ve financed ourselves ever since we launched in 2012, making us an element of the 90% of startups who select the identical route. This technique has motivated us to work onerous and develop shortly. Inc. 5000 has acknowledged our efforts, and ranked ActivTrak #1,491 on the 37th annual Inc. 5000.

In case you are self-financing your corporation or are contemplating it, you’ll nonetheless have buyers: Your Customers. This presents a problem to corporations like us. As an alternative of one or two buyers dictating us to go particular instructions, we reply to hundreds of individuals, all with their very own distinctive causes for utilizing ActivTrak.

And although self-financing gives tons of freedom, it have to be used very correctly to achieve success. In our case, we needed to study to be agile, brief suggestions loops and gross sales cycles being only one instance.

To try this, we reduce down on the time it took for an individual to find ActivTrak, analysis it, after which purchase it. And since every sale is finally a dedication to your mission, it’s necessary to construct a relationship instantly and present that you simply worth that dedication. That’s why establishing a brief buyer suggestions loop is so important.

Old ActivTrak dashboard 2012Old ActivTrak dashboard 2012

An early model of the ActivTrak Dashboard from 2012

I’ve discovered that the easiest way to satisfy the wants of hundreds of totally different accounts is to take common assessments of who our clients are. As we perceive who makes use of our software program, we perceive their ache factors and why they use ActivTrak.

We just lately did a research digging into the hundreds of paid and free subscriptions we’ve had because the starting. We found the wants of ActivTrak customers are very numerous! Wanting again, we see distinct shifts in varieties of customers that type eras in our historical past, which additionally mirror the modifications within the use instances for the device.

Period 1 of Development and ActivTrak’s SMB Investors

If you launch a product with none preliminary backers, you must know what that preliminary ache level is. What’s one thing that a enterprise would agree to join instantly as a result of it solved a serious drawback?

We discovered that small enterprise house owners with groups of round 10 typically had one or two staff who’re incessantly off process. There was a have to deal with conditions when an worker was losing time.There have been a number of worker monitoring options again then, however these small organizations have been unable to justify the price of their aggressive pricing. Why spend hundreds of dollars and weeks of setup time simply to seek out one or two staff? It didn’t make sense, so small groups have been left with out an choice.

Percentage of ActivTrak User Groups by Category SectorPercentage of ActivTrak User Groups by Category Sector

At present, the overwhelming majority of companies who use ActivTrak are Personal Corporations.


ActivTrak arrived as the primary cloud-based worker monitoring software program. At first, our focus wasn’t on paid subscriptions. We launched (and nonetheless function) as a freemium product. We have been extra involved with serving to these smaller organizations enter the software program market. Our “Free Forever for Three Users” idea mannequin provides you the prospect to take pleasure in the advantages of ActivTrak, understanding that we don’t ever pressure you to purchase it. You solely purchase it in case you have a necessity.

As a result of the software program is cloud-based and straightforward to put in, the customer can start seeing real-time, related utilization knowledge in minutes. With a extensively sought-after answer lastly accessible, ActivTrak shortly turned very interesting to small companies.

We marketed ActivTrak to the choice makers of these organizations as a type of “Employee Monitoring.” The customer is often sporting a number of hats like CEO, Proprietor, and IT Supervisor.  And since they have been prepared to attempt ActivTrak to seek out these drawback staff we knew our message resonated with them.

The Wind Beneath Our Wings

I wish to assume of this period because the Wright Brothers period. We had this program that wanted assist getting lifted off the bottom. However as an alternative of air, our assist got here within the type of these small companies. Our dedication to serving to individuals resulted in a whole lot of hundreds of customers all over the world and we achieved the unique aim we got down to full: ease the ache factors of small companies.

Map of where ActivTrak users are located

Map of where ActivTrak users are located

However Worker Monitoring was a use case that we knew wouldn’t maintain the corporate afloat for very lengthy. Apart from the “1984” stigma of Massive Brother all the time watching, removing an issue worker is often a short-term situation. The supervisor would resolve the issue, depart good suggestions for us, and typically stick round for a number of months on the month-to-month plan. However as soon as administration addressed the workers, there’s not any worth for them to maintain ActivTrak round.

Although some of these small companies moved on, it’s solely as a result of of them that we have been capable of construct on to ActivTrak. As this system collected increasingly knowledge, we took the chance to study and develop data-driven use instances utilizing ActivTrak. We knew there have been different advantages for companies we weren’t reaching but. To actually take ActivTrak to the subsequent degree, we made it attainable for every group to entry the huge quantities of behavioral knowledge the Agent collects.

The ever growing giant pool of customers led to an inflow of large quantities of utilization knowledge. To deal with their knowledge securely, effectively, and successfully, we needed to work exhausting and quick to construct one of the best platform. The chance to develop a top quality utility was precisely what we would have liked to be prepared for the bigger corporations that might quickly come our means.

Period 2 of Development – ActivTrak’s Medium Sized Enterprise Investors

It wasn’t lengthy earlier than phrase about ActivTrak started to unfold. Software program with a totally free choice drew tons of curiosity, and the house owners of every account have been glad to share how ActivTrak helped clear up issues.  The success goes each methods, although. The hundreds of free plans generated a problem for us and impressed elevated improvement of the backend.

The onerous work spent on improvement paid off.  We turned the one exercise monitoring software program succesful of processing lots of of hundreds of reviews and we discovered ourselves approach forward of the competitors.

Our capabilities and status attracted the curiosity of medium-sized companies.

Who Uses ActivTrak by VerticalWho Uses ActivTrak by Vertical

This graph demonstrates the range of the kinds of companies you employ ActivTrak.

Totally different from small companies, these groups often have a director of IT along with the CEO. Now the decision-maker was the CEO half the time and IT supervisor the opposite half.

Additionally, the CEO of a small enterprise often has a transparent understanding of what’s happening within the workplace. However once they see higher than anticipated progress of their firm, all of a sudden they’ve tons of of staff and don’t have the time or assets to realize an understanding of how work will get executed.

Previous Questions, New Solutions

As these organizations adopted ActivTrak, an “a+b=c” equation developed: Our Means to Course of Knowledge + Their Analytical Questions = The Development and Progress of ActivTrak. Managers beloved the analytical half of ActivTrak and have been uncovering solutions to their questions. The choice-maker, maybe skeptical at first, ultimately noticed the profit of evaluating tendencies with the info collected.

Although SQL knowledge and customized integrations weren’t probably the most extensively used options on the time, the leaders did perceive the insights they might study yr over yr and month over month. How did our productiveness examine in March of 2018 to March of 2017? Have we improved? Who’s visiting harmful web sites and the way typically?

Our potential to course of knowledge made it a lot quicker for them to get a greater image of how their group operates. That image revealed they now had a have to act. So we requested, “How can ActivTrak meet that need?”

Right here’s the “C” half of the equation. As groups improve, the need of cybersecurity will increase. We developed options efficient within the detection and prevention of Insider Threats. Web site blocking, USB detection, and alarms gave smaller corporations an reasonably priced choice for cybersecurity. For bigger corporations, these instruments complemented their present safety methods.

Percentage of ActivTrak Users by Industry Groups

Percentage of ActivTrak Users by Industry Groups

The CEOs and IT managers concluded that paid plans work nice for 50 or 100 workstations. And understanding that they’d be evaluating developments yr over yr, it truly made extra sense to purchase the annual plans over month-to-month. So the quantity of month-to-month plans peaked and have been surpassed by the quantity of annual plans, a milestone that defines this period.

Enterprise turned rather more dependable. The annual plans organizations purchased afforded us stability, one thing we would have liked to develop ActivTrak additional and to proceed exploring new use instances based mostly on what we discovered from the utilization knowledge.

Period three of Development – ActivTrak’s Enterprise Investors

We all know our clients like us as a result of of our capacity to run and course of knowledge from tens of hundreds of workstations. We additionally understand how priceless our product is. Each day, tons of accounts are created organically, with out tricking the customer into buying one thing they don’t need. ActivTrak is the most important freemium answer available on the market and we’re the one firm capable of present the info and framework these companies want.

For the first two years of ActivTrak’s existence, 100% of gross sales have been self-serve, and transactions have been all on-line. We made no calls to pursue clients. However as soon as mid-market corporations started shopping for ActivTrak in period 2, we noticed the necessity for a brand new staff. ActivTrak isn’t a one-size-fits-all software program, so an on-boarding group was created to assist firm directors purchase precisely what they want.

At first, the group existed primarily to help the self-serve consumers who would name with questions. However even with an inbound group, 75% of our gross sales are nonetheless self-serve to this present day as a result of ActivTrak is so easy to purchase and straightforward to make use of. With a devoted staff intently monitoring the inbound gross sales, we began seeing organizations of 500+ customers select ActivTrak as their answer. As of this writing, our largest enterprise account screens 20,000 workstations!

ActivTrak Account Owner Seniority LevelActivTrak Account Owner Seniority Level

Today, most ActivTrak consumers maintain positions on the Government degree.

You is perhaps stunned to know that many self-serve purchases are made by giant enterprise companies. VPs and Administrators of enterprise companies have an excellent clear concept of what they need to do with ActivTrak and what they need to measure. So, they struggle our free plans to see if we present what they want. If we do, they make the complete buy with minimal influence from our staff.

New Use Instances Emerge

We do have individuals who nonetheless need assistance making a choice. The method often includes a number of VPs and consists of demos, PowerPoint decks, and coaching periods. As a result of there are such a lot of individuals and elements concerned, it can final for a number of months. However fortunately, in Period three of ActivTrak, we turned adept at offering a staff solely devoted to serving to a corporation via the method. And as we confirmed executives how ActivTrak works, we found a couple of issues. The most important revelation was that whereas they loved the performance to zero in, assessment screenshots, and see who makes use of Fb an excessive amount of, they have been far more taken with recognizing tendencies and knowledge.

Insider Menace Detection

Now we have been coping with enterprise companies with use instances that could possibly be damaged down into three major pipelines. When a VP of IT approaches us, the corporate sometimes needs our assist with community safety and Consumer Conduct Analytics. They want a real-time image of each occasion carried out on the corporate’s machines. ActivTrak helps them perceive in actual time if somebody was capable of finding their means round different safety layers.

Developments in conduct develop into simpler to identify. Actions like utilizing a USB drive, visiting LinkedIn, and dealing after-hours in SalesForce are harmless sufficient on their very own. However ActivTrak is a software that may join the dots. Instantly we discover that one worker inserts a USB drive, spends time within the Jobs part of LinkedIn, spends hours navigating by means of a number of accounts in SalesForce, after which writes knowledge to a USB drive. You possibly can see what the underlying motivation behind that sequence of occasions can be.

The rloe of the ActivTrak Account Owner

The rloe of the ActivTrak Account Owner

Operational Effectivity

There’s additionally the VP of Operations. Their aim is to know their enterprise processes and discover methods to enhance and scale them. They aren’t thinking about how a lot time one worker spends on YouTube. As an alternative, they’re zeroing in on the actions taken for SalesForce alternatives over $50okay. They need to know who’s closing probably the most gross sales and what they’re doing to create that success.

And with regards to software utilization, VPs of Operations have to understand how the selection of instruments have an effect on the productiveness of totally different groups, and if all of the licenses purchased are even getting used!

Workforce Administration

Lastly, for a VP of HR, they want Activtrak to measure productiveness and engagement and wish the metrics for worker profession improvement. Many of these managers that strategy us are drained of worker engagement surveys. At first, the surveys are often efficient. However over time they turn into repetitive and unreliable, making a disconnect from the survey outcomes and the true engagement and morale ranges.

To discover a answer, they flip to ActivTrak. The varied studies inform them of developments in productiveness, dangers of disengagement for every particular person, and the likelihood to react in actual time when purple flags are raised. The exact knowledge that ActivTrak supplies is all about understanding individuals and never about discovering an excuse for firing them.

We proceed to work with our clients and analysis these pipelines extra. As we do, we’re discovering what instruments these organizations must be extra profitable, and the way we will develop our platform to assist them.

Period four of Development – Present and Future Make-up of ActivTrak’s Investors

It’s a really thrilling time for ActivTrak. Though at first, they have been skeptical, we’re seeing increasingly more enterprise corporations coming our approach. Each month, we get dozens of sign-ups from corporations with greater than 500 staff within the U.S. and the U.Okay. There’s constant, inbound curiosity from giant enterprise Fortune 2000 corporations. And although most use instances match into an ordinary pipeline, every firm is totally different. We at the moment are at some extent the place we will develop customized options for every group to allow them to remedy their very own, distinctive issues.

ActivTrak Customer Organization Size and Annual Revenue

ActivTrak Customer Organization Size and Annual Revenue

To provide you an concept of the range of our buyer base, Johnson & Johnson, Ogilvy, and a number of other Allstate businesses have efficiently carried out ActivTrak. Every group makes use of ActivTrak for various causes, however the end result for every is identical – they’ve the info they should analyze how work will get completed each day. And regardless that each enterprise is exclusive, they’ve one factor in widespread: Individuals. Regardless of the corporate, probably the most influential issue of their success is the individuals. That’s what an organization is, and that’s why ActivTrak exists.

As a bootstrapped enterprise, all the things we earn, we instantly spend money on constructing a greater software. Our roadmap for the subsequent few years is thrilling, together with localizing ActivTrak in different nations. We’re constructing a multi-use system that we all know will remedy issues for the companies who need assistance. We take heed to them and use our personal product to know them higher.

The Circle of ActivTrak

The expansion of ActivTrak was a collection of small steps. We didn’t have a grandiose plan from the start, however all of the purchasers dictated how the infrastructure grew. It advanced based mostly on our conversations with them.

Each small enterprise goals of being one thing greater. When SMBs are available on the small plans, they’re free to scale up as they develop. Then, they study from the collected knowledge.Seeing these companies develop is one of the various issues I really like about ActivTrak. And people organizations nonetheless profit from the ever-developing product they helped develop initially. It’s round. Once we enhance ActivTrak for the organizations of 1000+ customers, the small companies profit from these upgrades. You’re shopping for a subscription to an ever-updating piece of content material.

We’re assured in what we provide as a result of we’ve spent the final six years persistently enhancing the info accumulating course of. We all know tips on how to acquire it, slice it, retailer it, and ship it in types of reporting as shortly as potential. This fixed fine-tuning is what made our system succesful of super-fast reporting on a big scale. We ship what is important for giant organizations. An enterprise firm can run a report on hundreds of customers. They’ll get these leads to seconds, not 30 or 40 minutes.

By way of every period, all sizes of corporations have been and can proceed to be equally essential to us. I consider that each single enterprise can use ActivTrak not directly. ActivTrak proves to be an extremely horizontal answer.

Measuring exercise is critical, and it’s a rising development in all corporations, regardless of the dimensions. I’m thrilled to be half of, and to help, this rising development.

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