Australian enterprise software company (Jira, Confluence, Trello, Bitbucket) founded in 2002 by Mike Cannon-Brookes and Scott Farquhar. Famous in SaaS lore for reaching ~$100M ARR without a traditional sales team — pure bottoms-up, low-friction, developer-led distribution. Still the canonical case study for product-led growth in B2B. For Karthik, the relevant lesson for FeatureOS is that distribution doesn't always mean outbound — it can mean building a product so cheap to try and so hard to rip out that the customer sells themselves.
Related
- FeatureOS — same bottoms-up shape, smaller scale