19 episodes

Tech DECIPHERED brings you the Entrepreneur and Investor views on Big Tech, VC and Start-up news, opinion pieces and research. We decipher their meaning, and add inside knowledge and context. Being nerds, we also discuss the latest gadgets and pop culture news.


To understand what's really happening behind the surface, join our hosts, Nuno Goncalves Pedro, investor, co-founder and managing partner at Strive Capital, and Bertrand Schmitt, entrepreneur, co-Founder & Chairman at App Annie. They have been each in tech for almost 25 years, are now based in Silicon Valley, having both previously worked and lived in Europe and Asia.


With Tech DECIPHERED, discover how the best entrepreneurs pitch, how investors think, and what are the deep trends underlying the tech industry


Our tone is a little bit like us: passionate, irreverent, nerdy. We are strong-minded, but convey informed opinions. We will always be trying to aim for the truth and that means there will be no BS allowed. We won't be afraid to disagree, but we will be having quite a lot of fun in the process.


To learn more about Tech DECIPHERED, head over to www.decipheredshow.com for more info about the podcast, show notes, resources and complete transcripts.

Tech Deciphered Bertrand Schmitt & Nuno G. Pedro

    • Technology

Tech DECIPHERED brings you the Entrepreneur and Investor views on Big Tech, VC and Start-up news, opinion pieces and research. We decipher their meaning, and add inside knowledge and context. Being nerds, we also discuss the latest gadgets and pop culture news.


To understand what's really happening behind the surface, join our hosts, Nuno Goncalves Pedro, investor, co-founder and managing partner at Strive Capital, and Bertrand Schmitt, entrepreneur, co-Founder & Chairman at App Annie. They have been each in tech for almost 25 years, are now based in Silicon Valley, having both previously worked and lived in Europe and Asia.


With Tech DECIPHERED, discover how the best entrepreneurs pitch, how investors think, and what are the deep trends underlying the tech industry


Our tone is a little bit like us: passionate, irreverent, nerdy. We are strong-minded, but convey informed opinions. We will always be trying to aim for the truth and that means there will be no BS allowed. We won't be afraid to disagree, but we will be having quite a lot of fun in the process.


To learn more about Tech DECIPHERED, head over to www.decipheredshow.com for more info about the podcast, show notes, resources and complete transcripts.

    #16 – SaaS Primer – Part 2

    #16 – SaaS Primer – Part 2

    In this episode, the second part of our SaaS Primer trilogy, we deep dive into Sales and Pricing in the Software-as-a-service space. For further context, please listen to episode 15, in which we did an Overview of SaaS and its intrinsic Business Models. Please look out for our next episode that will conclude our Primer, with deep-dives on Financing/Fundraising, Benchmarking/KPIs, Lessons Learnt and Predictions.



    Navigation:



    Introduction (01:24)

    Section 1 - Sales

    Section 2 - Pricing

    Conclusion



    Resources



    Please check below to download our SaaS Primer PDF deck, serving as reference for our episodes 15-16-17



    Our co-hosts:



    Bertrand Schmitt, Tech Entrepreneur, co-founder and Chairman at App Annie, @bschmitt

    Nuno Goncalves Pedro, Investor, co-Founder and Managing Partner of Strive Capital, @ngpedro



    Our show: Tech DECIPHERED brings you the Entrepreneur and Investor views on Big Tech, VC and Start-up news, opinion pieces and research. We decipher their meaning, and add inside knowledge and context. Being nerds, we also discuss the latest gadgets and pop culture news.



    Download Tech Deciphered SaaS Primer PDF Deck



    Subscribe To Our Podcast







    Intro (01:24)



    Nuno: Today in episode 16, we will have our second episode on our "software as a service" primer.



    For further reference, please also listen to our episode 15, where we started this discussion.



    Today, we will talk about sales and pricing, and we will go a little bit in depth into these topics. And we will see where the discussion heads. As always, we always get very verbose when we get excited, as you guys know.



    Section 1 - Sales



    Bertrand: Exactly. Let's start today on the sales side. The sales motion, the sales process is obviously a critical part of any business. But, SaaS has its own approach to sales, and it's very tightly connected to the financing, obviously, we'll talk later about financing. 



    What do we see as a benchmark of percentage spend of sales and marketing, as a percentage of ARR? What we can see, and we are leveraging some slides from Openview Partners, is that across the range, you are at the lowest, around 30 percent of spend in sales and marketing early on, below the $2.5 million ARR barrier. 



    And then it goes up, 35, 40, potentially 45 percent of spend, on median. From $2.5 million, to 10, to 20, to 50, beyond 50. This is a median, so we see a pretty wide range, plus or minus, 15 percent of these numbers.



    So if I were to take a different stage, we can see that the wider range would be from 15 to 60 percent being spent in sales and marketing. So widely different range, and usually it depends on the business model. If you have a more product-led growth, you will spend less in sales and marketing. If you're a more traditional, I would call it old-school, SaaS approach, you will usually end up with higher sales and marketing spend. 



    Nuno: And I would highlight two interesting pieces of this chart. 



    One. It seems once you get to a certain critical mass of ARR, let's say about $15 million in this case that the costs will start reducing as a percentage of your ARR, which makes sense. You can start optimizing you have a certain scale and a certain brand, and there's a lot of things you can do.



    The second effect, which might actually correlate to that as well is in many cases, companies are growing really fast to get into the 50 million ARR or a hundred million ARR. So they are spending way into the market, and we discussed it in our previous episode, they're doing a land grab type strategy.



    And so there may be overspending on sales or on marketing overall for customer acquisition. And therefore, once they taper at 50 million or 100 million,

    • 38 min
    #15 – SaaS Primer – Part 1

    #15 – SaaS Primer – Part 1

    In this episode, we start our Primer on SaaS - Software-as-a-Service - a trilogy on everything you need to know about SaaS. We will give an Overview of SaaS, as well as discuss the intrinsic Business Models. Please look out for our next episodes that will deep-dive into Sales, Pricing, Financing, Benchmarking/KIPs, Lessons Learnt and Predictions.Navigation:Introduction (01:24)Section 1 - Overview (04:39)Section 2 - Business Model (17:59)Conclusion (45:19)ResourcesPlease check below to download our SaaS Primer PDF deck, serving as reference for our episodes 15-16-17Our co-hosts:Bertrand Schmitt, Tech Entrepreneur, co-founder and Chairman at App Annie, @bschmittNuno Goncalves Pedro, Investor, co-Founder and Managing Partner of Strive Capital, @ngpedroOur show: Tech DECIPHERED brings you the Entrepreneur and Investor views on Big Tech, VC and Start-up news, opinion pieces and research. We decipher their meaning, and add inside knowledge and context. Being nerds, we also discuss the latest gadgets and pop culture news.



    Download Tech Deciphered SaaS Primer PDF Deck



    Subscribe To Our Podcast





    Full transcription: may contain unintentionally confusing, inaccurate and/or amusing transcription errorsIntro (01:24)Bertrand: Welcome to episode 15. In today's episode, we will talk about SaaS. What is SaaS?What does SaaS mean? SaaS means Software-as-a-Service. This is, and we will talk more about that later on, but this has become over the past decade, one of the most successful way to distribute and monetize software. Why is that? We'll talk more    about that, but in a nutshell, SaaS is really a new philosophy and approach to software, that emerged around 20 years ago, as a way to deliver, a centrally-hosted application over the internet, as a service.In the past, you had to have your own server. You have to install your server. You have to upgrade and maintain your server, and you have to install software on every user laptop or desktop. It was very complex to maintain, to manage, but also on the pricing side, in the past, you would pay a very big license fee for your server, for your desktop license, and you would keep paying, a smaller amount, a maintenance fee, every year, usually for technical improvement. But you will have to keep managing your software server and clients side, for years. And it will become very difficult and complex, and you would have to keep up with improvements in the software. And it was difficult to keep up.What SaaS enabled, software-as-a-service, was, you don't have to manage the server side anymore. It was pioneered by companies like Salesforce, like Netsuite. So no more central IT costs to manage all of this, and the software would be distributed on the internet through your browser, so no need to install a specific software. And pricing was also changed as a result, no need for a big upfront license cost. You would pay every month, every quarter, every year. You could stop any time, or once a year, using the service, suddenly become much easier to consider trying a new service. It would become much easier to distribute that new service, and more important, much more alignment, between customers and supplier.Why? Because suddenly, the customer can leave anytime. Or at least once a year in most cases. And what this means is that it pushed suppliers to make sure their software was of really good quality. And on top of it, usually, much more focused on satisfying end user and consumers, not just making sure they check boxes with central IT.So it has been an evolution. It started 20 years ago. It started to ramp up with the last financial crisis in 2008, when companies decided it's time to give it a try. There was at the time, still some worries around storing your data somewhere else, not controlling your server equipment, infras

    • 46 min
    #14 – The wonderful world of productivity – our own habits, tools and hacks – and… how to best get in touch with us

    #14 – The wonderful world of productivity – our own habits, tools and hacks – and… how to best get in touch with us

    In this episode, we will deep dive into the world of productivity tools, processes, habits and hacks. We will share our principles of productivity, calendaring, favorite communication, hardware and broader productivity tools (e.g. CRM). Finally, we will share what tools we are still missing and wish we had. As an “easter egg”, we will also share how to best get in touch with us, so do listen in.



    Navigation:



    Introduction (01:24)

    Section 1 - Principles of Productivity (02:20)

    Section 2 - Calendaring & Tasks (13:35)

    Section 3 - Communication Tools (28:30)

    Section 4 - Broader Productivity Tools (Note taking, CRM, LinkedIn, etc) (43:51)

    Section 5 - Hardware (51:54)

    Section 6 - Tools We Wish We Had (59:03)

    Conclusion (1:03:10)



    Our co-hosts:



    Bertrand Schmitt, Tech Entrepreneur, co-founder and Chairman at App Annie, @bschmitt

    Nuno Goncalves Pedro, Investor, co-Founder and Managing Partner of Strive Capital, @ngpedro



    Our show: Tech DECIPHERED brings you the Entrepreneur and Investor views on Big Tech, VC and Start-up news, opinion pieces and research. We decipher their meaning, and add inside knowledge and context. Being nerds, we also discuss the latest gadgets and pop culture news.

    Subscribe To Our Podcast







    Full transcription: may contain unintentionally confusing, inaccurate and/or amusing transcription errors



    Intro (01:24)



    Nuno: Episode 14. In this episode, we will deep dive into the world of productivity tools, processes, habits, and hacks. We will share our principles of productivity, calendaring, favorite communication, and broader productivity tools like CRM. Finally, we will share what tools we're still missing and wish we had.



    We will also share some hardware and some gadgets. As an Easter egg, we will also share how to best get in touch with us. So do listen in 



    Bertrand: Hi Nuno, I think that's so very interesting topic for today. Definitely more tactical than usual coming out of a trilogy of the next decade but I think we got a lot of interest on this topic as well, and ultimately that's one topic that can make us better hopefully near immediately. I hope at least you will find some interesting habits and ideas. 



    Section 1 - Principles of Productivity (02:20)



    Nuno: And the first section today is going to be around some principles of productivity. So just sharing the high level, how do we think through productivity for ourselves? How do we organize ourselves? What do we optimize for, you know, how do we think through things? And so maybe I'll start and we'll go from there.



    The first thing for me is, productivity is everything, you know, the ability to optimize my time. To make the most out of my time, so that I have time for myself on a personal level, but I also have time to interact with people, have meetings, calls, time to work, time to actually do some works, do some thinking, write a memo, do a power point presentation, review actual work.



    All of that's really, really important. So I spend  a ton of time, literally, normally, actually on my Sundays planning my week, thinking through what are the flows of my week. We'll get to calendaring in a second, but really thinking through what sort of things am I trying to get out of this? And it's very easy to get sort of stuck into tactical stuff, the day to day, do I do 30 minutes conversations or do I do one hour conversations?



    Do I do a coffee for this? And then I need to go for that. Under COVID, life is a bit easier because we're just back to back in zoom calls, but actually during normal life, we actually have to travel. So, you know, thinking through, do I want to go to that place that day to San Francisco, do you want to go to Menlo park?



    Do I want to fly to somewhere else?

    • 1 hr 4 min
    #13 – The coming decade in tech, the 2020s, and its impact on the world we live in – Part 3

    #13 – The coming decade in tech, the 2020s, and its impact on the world we live in – Part 3

    In this, the third and final episode on the 2020s decade, we look forward, with our scenario planning methodology, into the late 2020s and specifically discuss Next Platforms & Structural Tech, Venture Capital & Start-ups and end with an overall framing of the decade ahead of us.



    This concludes our 2020s “Time Travel Trilogy”, in which in episode 11, we deep-dived into what lies ahead on the Governmental/Geopolitical and Non-Governmental arenas, as well as shifts in User Paradigms around Work, Home and Mobility. In episode 12, we continued projecting forward in the decade, delving into the future of Energy & Climate Change, Healthcare, Education, Financial Services, Retail & Commerce, Leisure & Entertainment and Social & Communication. Please listen to these episodes, as well.



    Navigation:



    Introduction (01:24)

    Section 1 - Next Platforms & Structural Tech (02:30)

    Section 2 - Venture Capital & Start-ups (32:48)

    Section 3 - Overall framing of the 2020s (50:46)

    Conclusion (56:07)



    Our co-hosts:



    Bertrand Schmitt, Tech Entrepreneur, co-founder and Chairman at App Annie, @bschmitt

    Nuno Goncalves Pedro, Investor, co-Founder and Managing Partner of Strive Capital, @ngpedro



    Our show: Tech DECIPHERED brings you the Entrepreneur and Investor views on Big Tech, VC and Start-up news, opinion pieces and research. We decipher their meaning, and add inside knowledge and context. Being nerds, we also discuss the latest gadgets and pop culture news.

    Subscribe To Our Podcast







    Full transcription: may contain unintentionally confusing, inaccurate and/or amusing transcription errors



    Intro (01:24)



    Nuno: In this episode 13, on the decade of the 2020s, the decade ahead of us, we will be resuming our scenario planning exercise for a couple of other topics. We will be discussing next platforms, technology infrastructure, and the structural tech layers, VCs and startups and how that world will evolve, and we will then bring it all together in some overall framing of the 2020s and their scenarios. For further reference, please listen to our episode 11 and 12, where we talk a lot about a variety of things: the home, work and mobility use cases, we discuss various industries like healthcare, energy, climate change. So listen to our previous episodes that are concluded today in our trilogy of the 2020s. Let's start today with next platforms, the scenarios for what the world will look like in 2029, 2030, around next platforms



    Section 1 - Next platforms & Structural Tech (02:30)



    Next platforms - Deep tech



    Bertrand:  So let's talk about deep tech and deep tech is a fantastic topic to start,   episode 13 today. There are of course, a lot of topics in deep tech and we cannot cover all of them, but let's start with space.



    I think what has been amazing was just a few days ago, SpaceX, sent humans to the space station and it worked,  they are in great shape. I believe it was nine years, since the last time astronauts have been sent to the ISS from the US, not needing a hitch from the Russians.  I must say it has been amazing. The last 10 years, what SpaceX has achieved, moving from... I'm not sure they had a single rocket working 10 years ago, to sending now humans, and not just sending humans to the ISS, but sending humans through a very, very cost-effective rocket with a state-of-the-art shuttle. It's really amazing.



    So when you think about 10 years from now, what could be there? Could we ready be on Mars? Nuno what's 



    Nuno: I don't know. everyone keeps saying it's the next frontier. There are certainly a lot of things that we can do in space, around low orbits, around communication, around infrastructure that helps us, for example, visualize what's happening earth, and making more powerful,

    • 57 min
    #12 – The coming decade in tech, the 2020s, and its impact on the world we live in – Part 2

    #12 – The coming decade in tech, the 2020s, and its impact on the world we live in – Part 2

    In this episode, the second part of our discussion on the 2020s, we will use our scenario planning methodology to project forward into the latter part of the 2020 decade, so that we can deep-dive into the future of Energy & Climate Change, Healthcare, Education, Financial Services, Retail & Commerce, Leisure & Entertainment and Social & Communication. 



    Please also listen to our previous episode 11, where we started our time traveling and discussed the Macro landscape - both Governmental/Geopolitical and Non-Governmental, and also User Paradigms around Work, Home and Mobility.



    Join us for our next episode, episode 13, which will conclude our “Time Travel Trilogy” of the 2020 decade, by delving into Next Platforms & Tech, Venture capital & Start-ups and an overall framing of the 2020s. 



    Navigation:



    Introduction (01:24)

    Section 1 - Energy & Climate Change (02:03)

    Section 2 - Healthcare (06:30)

    Section 3 - Education (10:06)

    Section 4 - Financial Services (14:49)

    Section 5 - Retail & Commerce (18:13)

    Section 6 - Leisure & Entertainment (25:26)

    Section 7 - Social & Communication (41:18)

    Conclusion (47:13)



    Our co-hosts:



    Bertrand Schmitt, Tech Entrepreneur, co-founder and Chairman at App Annie, @bschmitt

    Nuno Goncalves Pedro, Investor, co-Founder and Managing Partner of Strive Capital, @ngpedro



    Our show: Tech DECIPHERED brings you the Entrepreneur and Investor views on Big Tech, VC and Start-up news, opinion pieces and research. We decipher their meaning, and add inside knowledge and context. Being nerds, we also discuss the latest gadgets and pop culture news.

    Subscribe To Our Podcast







    Full transcription: may contain unintentionally confusing, inaccurate and/or amusing transcription errors



    Intro (01:24)



    Bertrand: Welcome back to Tech Deciphered episode 12 on the 2020s. 



    If you remember our previous episode, episode 11, we started talking about the 2020s, our view about the next decade. Trying to do some scenario planning, trying to project what are the  possible scenarios in 10 years from now of where the world will be. Where some technologies will be. Where some consumer habits will be, and try to walk back from that perspective  and think carefully about what it means and how it could happen or not happen. And obviously, share our opinions of the most likely  scenarios.



    Section 1 - Energy & Climate Change (02:03)



    Nuno: And we will start today with energy and climate change. I'm generally optimistic about the discussion around climate change coming out of this shelter in place and lockdowns that we've had around the world. Where people are seeing the effects that we actually have on the environment, and those effects are very obvious.



    You know, we've taken a little bit of pause. There's a reduction in pollution, and we see the world changes around us. So the momentum, I believe for climate change after this will be a positive one. Just by the nature of what we're observing. There will be two negative levers to this. the first lever that will be negative is the fact that we need to have an economic recovery.



    And at this moment in time, that economic recovery needs to be fast. So we need to start moving and we need to start moving even faster. In some ways, that will generate probably the impetus for certain governments and certain corporations to more aggressive about manufacturing, logistics and things that we know are implicitly creating pollution.



    And then the second piece that is negative to this climate change agenda, and us obviously adopting more renewable energies, better technologies, and everything that would make this world that we're currently in, in lockdown, more sustainable into the future is the fact that obviously th...

    • 48 min
    #11 – The coming decade in tech, the 2020s, and its impact on the world we live in

    #11 – The coming decade in tech, the 2020s, and its impact on the world we live in

    In this episode, we will start discussing the 2020s. We will introduce a unique and novel framework that we will follow around scenario planning, frame when exactly the 2020s start (hint: starts with a C and ends with 19), debate the macro landscape - both governmental/geopolitical and non-governmental and finalize with the user paradigms around Work, Home and Mobility.



    We will continue this discussion of the 2020s in the next episodes, including the second part of our analysis of the 2020s, in which we will delve into the future of Energy + Climate Change, Healthcare, Education, Financial, Retail & Commerce, Leisure & Entertainment and Social & Communication. Look out for episode 12. 



    Navigation:



    Introduction (01:24)

    Section 1 - When did the 2020s start? (02:41)

    Section 2 - Macro, World Governance, Geopolitics and Non-Governmental (03:24)

    Section 3 - User Paradigms (28:08)

    Conclusion (53:49)



    Our co-hosts:



    Bertrand Schmitt, Tech Entrepreneur, co-founder and Chairman at App Annie, @bschmitt

    Nuno Goncalves Pedro, Investor, co-Founder and Managing Partner of Strive Capital, @ngpedro



    Our show: Tech DECIPHERED brings you the Entrepreneur and Investor views on Big Tech, VC and Start-up news, opinion pieces and research. We decipher their meaning, and add inside knowledge and context. Being nerds, we also discuss the latest gadgets and pop culture news.

    Subscribe To Our Podcast







    Full transcription: may contain unintentionally confusing, inaccurate and/or amusing transcription errors



    Intro (01:24)



    Nuno: In today's episode, episode 11 we will start talking about the 2020s, the decade that we have ahead of us. We will drive this into different episodes and we will choose a framework that's a little bit different than those normally followed by people that we normally listen to. We will choose a scenario planning framework.



    The difference between a scenario planning framework and simply a forecast framework is in forecasting. We're trying to extrapolate the future from where we start today. In a scenario planning exercise, we really doing a little bit of time traveling to start with. We're moving ourselves into the future and to 2025, 2029 and we're trying to figure out, from there, what things would need to happen to give rise to those scenarios. In some cases, we will share very strong views, which we hope you're okay with, but in others we will really structure two or three potential scenarios for some of the elements that we will discuss. The objective is to start the discussion going and to the best of our knowledge, really frame what's ahead of us in the next five to 10 years.



    Section 1 - When did the 2020s started? (02:41)



    Bertrand:  We will start with, where does it start? When did the 2020s started? And I guess everyone will agree that right now under shelter in place we have a pretty momentous event with us. We're in the middle of COVID-19 emergency, we are in a new world, a brave new world, I guess, and that's how the 2020s started. Obviously it will be more difficult to guess exactly when this decade will be over, beyond, the digits, but more based on inflection points.



    Nuno: So we start with crisis.



    Bertrand: We start with crisis. Hopefully we don't end with crisis 



    Nuno: It seems like every decade has been defined by crisis. So the likelihood of that we shall see.  



    Bertrand: Indeed



    Section 2 - Macro, World Governance, Geopolitics, Non-Governmental (03:24)



    Nuno: We are gonna talk about scenarios for what the world will look like in 2029, 2030, from what I call the outlandish, to the predictable. And we're going to start with the macro space, world governance, geopolitical, and non-governmental elements.



    2.

    • 55 min

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