SaaS企業に新規顧客の呼び込みスピードと内容の向上を提案するOnboard
今回は「SaaS企業に新規顧客の呼び込みスピードと内容の向上を提案するOnboard」についてご紹介します。
関連ワード （Onboard、SaaS等） についても参考にしながら、ぜひ本記事について議論していってくださいね。
本記事は、TechCrunch様で掲載されている内容を参考にしておりますので、より詳しく内容を知りたい方は、ページ下の元記事リンクより参照ください。
サービスとしてのソフトウェア（SaaS）企業の提案を受け入れる企業は多いが、その新しいサービスをシームレスなかたちで最初から導入するのは容易ではない。中には、契約書のデジタルインクが乾くや否や、忘れ去られた気にさせられる企業顧客もある。
そこに現れたのがOnboard（オンボード）だ。創設10カ月目のこのスタートアップは、SaaSビジネスで新規顧客を失望させることなく、むしろ喜ばせることを目指してる。
同社は、CEOを務めるJeff Epstein（ジェフ・エプスタイン）氏が共同創設した。エプスタイン氏は以前、リファーラルマーケティングとアフィリエイトマーケティングのためのソフトウェアを開発する企業Ambassador（アンバサダー）を立ち上げ、その8年後の2018年に売却している。
現在はIntrado（イントラド）となったWest Corporation（ウェスト・コーポレーション）への売却条件は公表されていないが、株主には「いい結果」になったとエプスタイン氏は話している（Ambassadorは2021年1月、小さなシアトルの企業にさらに売却された）。
Onboardの仕組みは、エプスタイン氏が簡潔に説明している。「顧客層の変数を定めるのです。計画タイプが違えば、企業のやり方も変わるからです」（たとえばAPIを使うか、コードスニペットを使うかなど）。その後、OnboardはSaaS企業と協力して、できればセールスの過程で収集した必須要件を含めた全体的なタスクリストを作り、担当者、期限、警報、通知を含む動的なタスクのドロップダウンリストの作成を支援する。
基本的にセルフサービスの製品であるため、責任の所在が明確になる。しかし導入過程においては、最終的に同社と顧客企業との「共同責任」になるとエプスタイン氏はいう。同社はさらに、洗練された通知レイヤーの開発にも取り組んでいる。相手に不快感を与えることなく、自動的に計画の進捗を促すというものだ。
従業員5人のこの会社では、現在行われているベータテストの数十社の参加企業からは料金を受け取っていない。収益化の段階へシフトチェンジする前に、製品をしっかりしたものにしておきたいのだとエプスタイン氏はいう。いずれは、ターゲットとする中堅規模の企業顧客から数百ドル（数万円）の月額料金と、人数につき月あたりの料金を徴収する予定だ（「とにかく業務用らしくならないように」と、エプスタイン氏は長期契約を控える方針を述べている）。
Onboardにも、競合相手がいないわけではない。それどころか、企業社会のこの問題が多い分野には、新しい企業が次々と生まれ出ている。それが、多くの新規顧客の悩みを悪化させていることを、共同創設者William Stevenson（ウィリアム・スティーブンソン）氏の話でエプスタイン氏は知り、注目した。Ambassadorでカスタマーサクセス担当副社長を務めていたスティーブンソン氏は当時、他企業の同じ役職の人たちと同様、Monday、Asana、Basecamp、Google Docsといった理想的とはいえない製品の寄せ集めに対処していた。
Ludlow Ventures（ラドロー・ベンチャーズ）のJonathon Triest（ジョナサン・トリエステ）氏も同じ問題点を熟知していた。Ludlow Venturesは2020年夏、Onboardのシードラウンドを密かに主導し、Zelkova VenturesとDetroit Venture Partnersを加えて125万ドル（約1億3200万円）を投資している。
画像クレジット：Onboard
「私たちのポートフォリオ全体を通して、特にB2BのSaaSセールスの企業は、常にそれを経験しています」とトリエステ氏。Ludlowのポートフォリオに含まれる企業は、「ソリューションの断片を繋ぎ合わせるか、自分たちのために作られたものではないツールの使用を強いられているのです」。
問題は、Onboardがライバル企業に先駆けて足場を築けるか否かだが、スタートを切るにあたって必要なものは揃っているとエプスタイン氏が自信を見せるのは、意外なことではない。つい先日、Ambassadorを退社した3人目の共同創設者Matt Majewski（マット・マジュースキー）氏も、Onboardの勢いを増してくれた。
自身の経歴も強い味方だとエプスタイン氏はいう。デトロイトの起業家であり、会社の売却に成功した彼の名前は、地元のみならず数多くの投資家の間に知れ渡っている（「私たちは小さな世界の大物になりました」と彼はいう）。
さらにエプスタイン氏は、投資家たちが「この分野には可能性がある」と気づいているという。しかも「共同出資者ではない、複数のベンチャー投資企業のパートナーから電話がかかってきました。LinkedInで第三者の人脈を辿ってきてくれた人もいます」
過去において「たしかにある程度の資金を調達した」が、これほどの額は初めてだとエプスタイン氏。「妙な感じ」だが「いい気分です」と話している。
画像クレジット：Cavan Images / Getty Images
【原文】
While companies have embraced the offerings of software-as-a-service companies with growing vigor, getting those new offerings to work in a seamless way from the outset isn’t so easy, with some business customers feeling forgotten as soon as the digital ink dries.
Enter Onboard, a 10-month-old startup that aims to help SaaS businesses delight those new customers instead of turning them off.
The company was co-founded by CEO Jeff Epstein, who previously launched the referral marketing and affiliate marketing software company Ambassador, which sold in 2018, eight years after it was founded.
Terms of the sale to West Corporation — now Intrado — were never disclosed, but Epstein says it was a “good outcome” for shareholders. (Ambassador was sold again last month to a small Seattle company.)
As for how Onboard works, Epstein makes the process sound straightforward. “You determine the variables of your customer segment, because different plan types might mean that companies need to do something different.” (They could use an API or some code snippet, for example.) After that, Onboard works with the SaaS company to create a global task list with requirements it has hopefully gleaned from the sales process, and helps it create a kind of dynamic, drop-down task list with assignees and due dates and alerts and notifications.
It’s largely a self-service product that makes accountability more transparent, ultimately, though Epstein describes the onboarding process as a “shared responsibility” between his company and its customers. He also says his nascent startup is already working on building out a more sophisticated notification layer with automated nudges that are helpful yet not obnoxious.
The five-person company is not charging its dozens of beta customers right now. It wants to get the product right before it shifts into revenue gear, says Epstein. The plan eventually is to charge the types of customers it is chasing — mid-size companies — hundreds of dollars of month, plus a per-person-per-month fee. (“We don’t plan on being enterprise-y in any way,” says Epstein of the company’s plan to eschew long contracts.)
Onboard is not without competitors. On the contrary, a lot of upstarts have sprung up around this problematic slice of the enterprise universe. That it’s an aggravating period for many new customers was brought to Epstein’s attention by one of his co-founders, William Stevenson, who spent four years as Ambassador’s VP of customer success, where, like a lot of people in his position at other companies, he was trying to make do with a less-than-ideal patchwork of offerings, sometimes from Monday or Asana or Basecamp or Google Docs.
It was the same problem that Jonathon Triest of Ludlow Ventures — whose firm quietly led a $1.25 million seed round for Onboard in late summer, joined by Zelkova Ventures and Detroit Venture Partners — says he knows well.
Image Credits: Onboard
“Over and over again, throughout our portfolio, especially in B2B SaaS sales,” Ludlow’s portfolio companies have been “forced to piece together solutions or use tools not made for them,” Triest says.
The question is whether Onboard can gain a foothold faster than some of its other rivals, and unsurprisingly, Epstein believes his team has what it takes to get started. (A third founder, Matt Majewski, more recently left Ambassador to help the company gain momentum.)
Epstein’s resume is helping, too, he says. As a founder in Detroit who sold a company, he’s known to local investors, and then some. (“We were able to be a big fish in a small pond,” he says.)
Epstein also says that investors realize there’s “an opportunity generally in the space,” adding that “partners [from venture firms] have been calling — not associates — and they are coming through third-party connections on LinkedIn in some cases.”
He has “obviously raised a bit of money” in the past, Epstein says, but he hasn’t seen anything quite like this before. “It’s weird,” he adds, “but cool.”
（文：Connie Loizos、翻訳：金井哲夫）
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