How one Aussie start-up is selling SaaS to the world

How one Aussie start-up is selling SaaS to the world

Thinking big is not new, but thinking beyond traditional boundaries is taking the channel by storm

Team Invarosoft - Dean Turnbull; Vivian Zhu; Jessica Ross and Jamie Warner

Team Invarosoft - Dean Turnbull; Vivian Zhu; Jessica Ross and Jamie Warner

“That’s the exciting thing about launching a global business, we get to speak to people all over the world with the exact same problem.”

Global from day one

The idea of being global from day one is an attractive idea to pursue, especially for ambitious partners seeking to take on the world through one game-changing product.

And while such ambitions should not be discouraged, challenges are associated with instant worldwide expansion.

When building a global business from Australia, obvious boundaries exist in relation to time-zone, cost of travel and exchange rates, underlined by a lack of opportunities to get in front of customers.

“But I don’t think there are any challenges big enough that stop you from going global,” Warner added. “You just need to be flexible, creative and innovative in your thinking and approach.”

In adopting a disruptive mind-set, Warner said the start-up’s biggest challenge relates to education, through advising MSPs and IT providers about the benefits of the Invarosoft product.

For Warner, the education starts through the emergence of a new software category in Client Portal Software.

“We believe IT providers and IT departments should stop torturing their clients and end-users with the old approach of web portals and emails to access IT support,” he added.

“We invented ITSupportPanel, ITNewsPanel and ITAppsPanel to solve that problem and deliver a highly customisable app to be that single gateway to access support, news, apps and whatever the provider needs.”

Warner said the software is not designed to replace anything an MSP already has in place, but rather to work seamlessly with existing PSA and ticketing systems.

“We believe it’s the next evolution of how IT support should be delivered — visible, easy to use and specifically designed with the IT provider and end- user needs in mind,” Warner added.

To facilitate global plans, Warner also cited the support of the Australian Government through making R&D tax incentives available, in addition to Export Marketing and Development Grants (EMDG) to help local exporters invest in continued market development.

Central to this is a marketing strategy, with Invarosoft already heavily invested in both the Autotask and ConnectWise ecosystems, through the sponsorship of Community Live in Miami and IT Nation in Orlando.

“Our product integrates with Autotask and ConnectWise so we’re deeply embedded in those ecosystems,” Warner added. “We will look to forge long standing successful vendor partnerships to grow internationally.”

Delving deeper, strategic partnerships are also in place from a digital perspective with Google, LinkedIn and Facebook, as the start- up seeks fresh ways to evangelise its product solutions to a wider audience.

“The biggest promotion relates to the value that our product can offer IT providers,” Warner added. “It's rare when something new gets invented, usually products are iterations of something that has been done before.

“We believe ITSupportPanel makes IT support a better experience all round which benefits the end-user and makes them more productive.”

At a local level, Invarosoft is inviting MSPs across Australia and New Zealand to trial the product for 30 days without charge, as it attempts to build feedback to further improve offerings.

“Since it’s a product built for MSPs by an MSP, we’re already seeing huge interest as partners seek to reduce call volumes and deliver a better overall experience," Warner added.

“Many MSPs think the industry should have solved this issue a long time ago and they’re excited by what they can now deliver with ITSupportPanel.”

For Warner and his team, the future looks bright as the doors open to the global market. But when looking ahead and over the horizon, the importance of keeping the house in order remains paramount.

“There is no impact to our business in Australia,” Warner added. “The good thing about expanding globally is you get to learn different ideas in different markets and regions to help make your product even more relevant at solving problems for your target market.

“I think expanding globally is only a good thing for a business which in our case is made easier by the fact the ‘widget’ we’re exporting is software.”

Looking forward, Warner said Invarosoft is hoping to follow in the footsteps of other successful SaaS businesses out of Australia such as Atlassian; Campaign Monitor; Culture Amp; Safety Culture and Canva.

“These guys have proven the formula is possible from Australia and we’d like to eventually join these ranks over the next 5–10 years,” he added.

“The reality is that it will take time, we know this, but we’re in the game for the long run to build another enduring Australian SaaS success story on the global stage.”

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