insight session -- build successful msp service offerings
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© 2015 N-able Technologies, Inc. All rights reserved. 1
David Weeks
Global Channel Sales Manager
Building Successful Services Offerings
© 2015 N-able Technologies, Inc. All rights reserved. 2
SolarWinds N-able Fast Facts
Provide IT management software that is powerful, easy-to-use and affordable
• The Leading RMM & Automation Platform for MSPs
• Mission Statement:– “To make our Partners the world’s
most successful MSPs”
• Measured by:– Customer Retention – MSP Recurring Revenue– Customer Growth
• Channel-Only
• 3,600 MSP Customers
• 160,000 Managed SMB’s
• Offices in North America, Europe, Australia, Singapore
© 2015 N-able Technologies, Inc. All rights reserved. 3
Understand Your Prospect and Existing Customer Base
• Who are your best customers?
• Who are your most costly customers?
• Are you missing market opportunity?
• Do you want to sell up market?
• What is your average size of customer today?
• What is your average customer spend monthly?
• Do you have any specialized verticals or niche markets?
© 2015 N-able Technologies, Inc. All rights reserved. 4
Target MSP Market
4
5,000+Enterprise
1,000- 4,999
Upper Mid-Market
100-999
Mid-Market
6-99
Small Business
1-5
SOHO
Mid-Market & Upper Mid-Market• Mid-market Managed Services
• Managed Monitoring • Supplemental• Resell• Average IT Spend $15,000-$17,000 per user annually
SMB
• Managed Services
• Proactive Services• A la Carte• Average IT Spend $2000 per user annually
© 2015 N-able Technologies, Inc. All rights reserved. 5
SMB Market Reality
• 25% of SMB’s are candidates for advanced service models associated with verticals ‒ Professional Services, Medical , Financial, Manufacturing, Energy
• 75% of SMB’s do not want or have the need for managed services instead they want to buy products and services on a monthly basis such as: ‒ Anti-virus, Patch, Anti-spam, Backup, Assessments, Migrations, Hours, Projects
75%
25%
© 2015 N-able Technologies, Inc. All rights reserved. 6
Where do your customers fit?
• Ad Hoc
• Software/hardware
• Break Fix/T&M
• Contract based
• Project based
© 2015 N-able Technologies, Inc. All rights reserved. 7
Successful Conversion Strategies
Existing Customer To MSP Program
Break-Fix Essentials A La Carte
Block Hours Proactive or A La Carte
Proactive Proactive or Managed
IT DepartmentsResell or Supplemental
or Midmarket MSP
New Acquisition Programs # of Customers to sign in 12 months
Essentials A La Carte xxx
Proactive xxx
Managed xxx
Supplemental xxx
1.
2.
© 2015 N-able Technologies, Inc. All rights reserved. 8
Define the Customer Needs
• Service centric customer
• Limited service requirements
• Primarily reactive
• Primarily proactive
• Directly attribute revenue to downtime
© 2015 N-able Technologies, Inc. All rights reserved. 9
Where Should the Focus Be?
• End user is the catalyst to growth for MSP’s
• Cloud is reducing device counts but creating new project opportunities and revenue potential
• Span the full infrastructure coupled with expectations of the organization
• Relate all productivity and revenue per employee in your ROI discussions
© 2015 N-able Technologies, Inc. All rights reserved. 10
Average MSP has 100 to 200 customers in in their database
Average SMB = 20 Employees• 20 Desktops| 100% • 2 Servers | 10% • 2 Network | 10%
25% | Proactive or Managed
Successful MSP ProgramsFULLY MANAGEDPROACTIVEESSENTIAL A LA CARTE
Server - $100• Advanced Performance Monitoring• Key Application Maintenance• Scheduled Preventative Maintenance• License & Asset Management• Managed Anti-Virus• Managed Backup• Additional Support Billed at T&M Rates
Network - $25• Quarterly Network Health Review• Firewall Management & Maintenance• Router Monitoring• Switch Monitoring• Additional Support Billed at T&M Rates
Workstation - $20• Availability Monitoring• OS & 3rd Party Patch Management• Scheduled Preventative Maintenance• Managed Anti-Virus• Hosted Anti-Spam
$650/month $32.50/user/month
Proactive Options• Hosted Backup - $70 + $0.75/GB• Managed Mobile - $5/device• Managed Compliance - $4/IP
Server - $250• Advanced Performance Monitoring• Configuration Management• Key Application Maintenance• OS & 3rd Party Patch Management• Real Time Server Optimization• Scheduled Preventative Maintenance• License & Asset Management• Managed Anti-Virus• Managed Backup• Managed Audit• Unlimited Remote & Onsite support
Network - $65• Firewall Management & Maintenance• Router Monitoring• Switch Monitoring• Unlimited Remote & Onsite support • Monthly Network Health Review
Workstation - $60• Advanced Performance Monitoring• Configuration Management & Enforcement• OS & 3rd Party Patch Management• Real Time Workstation Optimization• Scheduled Preventative Maintenance• Managed Anti-Virus• Hosted Anti-Spam
$1830/month $91.50/user/month
Managed Options• Hosted Backup - $70 + $0.75/GB• Managed Mobile - $5/device
INTERNAL IT DEPARTMENTS
Billable Services - $100-$150/hour• End-user support (Helpdesk)• Onsite & Remote Support• Moves, adds, changes• Project Planning• Upgrades & Hardware• After hours Support
Billable Services - $100-$150/hour• Project Planning• Upgrades & Hardware
Billable Services - $100-$150/hour• End-user support (Helpdesk)• Onsite & Remote Support• Moves, adds, changes• Project Planning• Upgrades & Hardware• After hours Support
Essential IT Support – Free• Light Monitoring• Asset/Software/Hardware Reporting• Branded Sys-tray Icon• Remote Control
Managed Anti-Virus - $3/device• Integrated AV deployment• AV Monitoring• AV Updates• Threat/Status Reporting
Managed Patch - $3/device• Windows Patch Management• 3rd Party Patch Management• Patch Reporting
Managed Backup - $100-$150/server• Integrated Backup Deployment• Backup Management & Monitoring• Capacity/Status Reporting
Hosted Backup - $40 + $TBD/GB• Offsite storage to a secure datacenter
Managed Mobile - $5/device• Mobile management, support & reporting
Managed Compliance - $4/IP• Monthly Vulnerability/Compliance
reporting
$50 - $250/month
Advanced Performance Monitoring• CPU• Disk Space• Disk Queue Length• Memory• Patch Status • Connectivity
Automated Preventative Maintenance• Check Disk • Defragment • Delete Temporary Files• Firmware Updates • Remote Access Enabled• Sync time with Domain
ControllerAutomated Preventative Maintenance• Check Disk • Defragment • Delete Temporary Files• Firmware Updates • Remote Access Enabled• Sync time with Domain
Controller
Advanced Performance Monitoring• CPU• Disk Space• Disk Queue Length• Memory• Patch Status • Connectivity
Cloud
Reseller • Full N-central access• Full Reporting capabilities• Internal Attended &
Unattended Remote Control• Advanced Performance
Monitoring• Automation management • Custom Services
$10/Server
$5/Network
$2.50/Deskto
p
$150/month/
Report Manager
Supplemental Services• Custom Dashboard Access• Performance Reporting• Attended & Unattended
Remote Control• Advanced Performance
Monitoring
$20/Server$8/Network$5/Desktop
Managed Monitoring• 24/7 Monitoring NOC &
Triage of alerts and notifications
• Automated Maintenance & Remediation
• Performance & Strategic Reporting
• Access to MSP support as needed
$250/Server$150/Network
Mid-Market MSP Server - 24x7 Full Outsourced ManagementNetwork - 24x7 Full Outsourced ManagementWorkstation - 24x7 Full Outsource Management
$350/Server
$100/Network
$60/Workstati
on
Outsourced Helpdesk & Project Support • 24/7 remote support
services for end users
$25/User$150/Hour
Managed Cloud Services
Cloud Services• Virtual Online Workplace• Application Management• Microsoft Office Suite• Hosted Exchange• Backup & Disaster Recovery• Secure Cloud Storage• Mobile Device Access $199/user/month
OnPremise Services• Workstation & Infrastructure Management• Managed Anti-Virus• Unlimited Remote & Onsite support • Guaranteed Service Levels
Cloud Services Options• Managed Mobile
$5/device
MSP PROGRAMS FOR SMBs
© 2015 N-able Technologies, Inc. All rights reserved. 11
CORE DESKTOPCORE SECURITY SERVICE DESK MANAGEMENT
Essential IT Support – Free• Light Monitoring• Asset/Software/Hardware Reporting• Branded Sys-tray Icon• Remote Control
Managed Anti-Virus - $3/device• Integrated AV deployment• AV Monitoring• AV Updates• Threat/Status Reporting
Managed Patch - $3/device• Windows Patch Management• 3rd Party Patch Management• Patch Reporting
OPTIONALManaged Workstation Backup - $6.00/device
• Backup Deployment• Backup Management & Monitoring• Capacity/Status Reporting
Managed Mobile - $5/device• Mobile management, support & reporting
Managed Compliance - $4/IP• Monthly Vulnerability/Compliance
reporting
$6.00-$25.00/Device
A La Carte Offerings
Essential IT Support – Free• Light Monitoring• Asset/Software/Hardware Reporting• Branded Sys-tray Icon• Remote Control
Managed Anti-Virus - $6/device• Integrated AV deployment• AV Exchange mailbox management• AV Monitoring• AV Updates• Threat/Status Reporting
Managed Patch - $3/device• Windows Patch Management• 3rd Party Patch Management• Patch Reporting
Managed Workstation Backup-$6.00/device
• Backup Deployment• Backup Management & Monitoring• Capacity/Status Reporting
OPTIONALManaged Mobile - $5/device• Mobile management, support & reporting
Managed Compliance - $4/IP• Monthly Vulnerability/Compliance
reporting
$15.00-$30.00/Device
Essential IT Support – Free• Light Monitoring• Asset/Software/Hardware Reporting• Branded Sys-tray Icon• Remote Control
Managed Service Desk- $15.00• Unlimited Remote Service Desk
support• Trending and Reporting Information• Capacity/Status ReportingOPTIONALManaged Anti-Virus - $3/user• Integrated AV deployment• AV Monitoring• AV Updates• Threat/Status Reporting
Managed Patch - $3/device• Windows Patch Management• 3rd Party Patch Management• Patch Reporting
Mobile Support - $5/device• Mobile support & reporting
$15.00-$25.00/user
© 2015 N-able Technologies, Inc. All rights reserved. 12
MSP Cloud LandscapeMANAGED INFRASTRUCTURE
Hosting Services - $100.00• Data Center & Service Management of core Server • Performance Based Monitoring• Application Maintenance• Automated Preventative Maintenance• Security Manager - AV and Patch• Guaranteed Service Level agreement on uptime
Workstation – $20.00• Availability Monitoring• OS & 3rd Party Patch Management• Automated Preventative Maintenance• Managed Anti-Virus• Additional Support Billed at T&M ratesOPTIONAL• Hosted Exchange• Office365• Proprietary Application Hosting
$2400/month $120.00/user/month
Managed Infrastructure Options• Hosted Backup – $TBD per gig • Managed Mobile - $5/device• Managed Compliance - $4/IP
Per User - $150/monthCloud Services• Virtual Online Workplace (DaaS)• Application Management• Microsoft Office Suite• Hosted Exchange• Backup & Disaster Recovery• Secure Cloud Storage• Mobile Device Access
OnPremise Services• Workstation & Infrastructure Management• Managed Anti-Virus• Unlimited Remote & Onsite support • Guaranteed Service Levels
$3000/month $150/user/month
Cloud Services Options• Managed Mobile - $3/device
MANAGED CLOUD SERVICES
Billable Services - $100-$150/hour• End-user support (Helpdesk)• Onsite & Remote Support• Moves, adds, changes• Project Planning• Upgrades & Hardware• After hours Support
Essential IT Support – Free• Light Monitoring• Asset/Software/Hardware Reporting• Branded Sys-tray Icon• Remote Control
Managed Anti-Virus - $3/device• Integrated AV deployment• AV Monitoring• AV Updates• Threat/Status Reporting
Managed Server - $25.00/server• Server setup and configuration• Monthly automated maintenance• Monthly Reporting
Managed Backup - $100-$150/server• Integrated Backup Deployment• Backup Management & Monitoring• Capacity/Status Reporting
Cloud Applications• Office365 - $14.00/user/month• Hosted Exchange - $7.00/user/month• Web hosting • SaaS
Managed Mobile - $5/device• Mobile management, support &
reporting
$50 - $250/month
Billable Services - $100-$150/hour• Moves, adds, changes• Project Planning• Upgrades & Hardware• Workstation data backup• After hours Support
A LA CARTE CLOUD
© 2015 N-able Technologies, Inc. All rights reserved. 13
MSP Programs for IT Department
MANAGED MONITORINGSUPPLEMENTALRESELLER
• 24/7 Monitoring NOC alerts and notifications
• Performance & Strategic Reporting
• Access to MSP support as needed (Billable T&M charges apply)
$100/Server
$40/Network
Managed Monitoring Automation and Triage (Optional)• Server- $250 (automation policy
development and execution)• Network- $100/device (automation
policy development and execution)
MID-MARKET MANAGED
Billable Services - $100-$150/hour• End-user support (Helpdesk)• Onsite & Remote Support• Moves, adds, changes• Project Planning• Upgrades & Hardware• After hours Support
Billable Services - $100-$150/hour• Project Planning• Upgrades & Hardware
Billable Services - $100-$150/hour• End-user support (Helpdesk)• Onsite & Remote Support• Moves, adds, changes• Project Planning• Upgrades & Hardware• After hours Support
• Full N-central access• Full Reporting
capabilities• Internal Attended &
Unattended Remote Control
• Advanced Performance Monitoring
• Automationmanagement
• Custom Services
$10/Server
$5/Network
$2.50/Desktop
$150/month/
Report Manager
• Custom Dashboard Access
• Performance Reporting• Attended &
Unattended Remote Control
• Advanced Performance Monitoring
$20/Server
$8/Network
$5.00/Desktop
Project Support• Engineering support to
assist with the planning, implementation, or support of a new project
$150/Hour
Custom Support• Customized Solutions
to meet customers’ needs and business requirements
Per engagement
Outsourced Helpdesk• 24/7 remote support
services for end users
$15/User
Billable Services - $100-$150/hour• End-user support (Helpdesk)• Onsite & Remote Support• Moves, adds, changes• Project Planning• Upgrades & Hardware• After hours Support
Outsourced Helpdesk• 24/7 remote support
services for end users
$15/User
Server• 24x7 Full Outsourced
ManagementNetwork• 24x7 Full Outsourced
ManagementWorkstation• 24x7 Full Outsource
Management
$350/Server
$100/Network
$60/Workstation
Managed Options• Hosted Backup - $70
+ $0.75/GB• Managed Mobile -
$5/device
© 2015 N-able Technologies, Inc. All rights reserved. 14
Pricing Strategies
• What is the psychology of your customer and how they prefer to purchase
• Look at having several models i.e. annual, per month, per device, per user
• The shift will move to per user, it aligns with budgeting and ROI well
• Commoditization is happening, MSP’s require efficiencies and automation to continue to compete
© 2015 N-able Technologies, Inc. All rights reserved. 16
Promoting and Selling the Services
• Sell to the business needs and requirements not the technology
• Managed Services is a pure business sale with the exception of supplemental services to internal IT Departments
• Understand that verticals require unique value propositions and unique selling propositions (USP’s)
• Talk to your existing customers understand why they purchased from you and relate that to your sales/marketing activities
© 2015 N-able Technologies, Inc. All rights reserved. 17
Obstacles MSPs Face
• Sales!• Trying to sell the technology (i.e. RMM) vs the
value you bring• Making the sale about technical issues vs.
revenue protection and gains • Lack proper skill sets internally and oversell • Don’t separate NOC and HelpDesk functions
creating inefficiency • Don’t utilize automation and get caught in the
price game
© 2015 N-able Technologies, Inc. All rights reserved. 18
Retention is Key
• Regular CSAT’s (customer satisfaction survey) are required on a regular basis
• Get to know your customer, relationship is one of the key USP’s you have as an MSP
• Get entrenched in their business through VCIO services, regular account management, assisting on growth etc.
• Contact and communication are key
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