The Industry Software RevolutionBrian Feinstein and Trevor Oelschig

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THE CLOUD’S UNSUNG HERO

Industry-specific cloud software companies don’t get as much attention as their horizontal brethren like Salesforce or Workday. Why? It’s been assumed that the markets they serve are simply too small and sleepy. We think that’s misguided.

While companies like Guidewire, athenahealth, DealerTrack, Veeva, Demandware, and RealPage don’t get much fanfare in the press, they are solving real problems in each of their industries. And they have quietly grown to become multi-billion-dollar publicly-traded companies.

This is just the beginning. We’re convinced that many more industries—from banking to mining to agriculture—will be transformed by ditching their legacy vendors and migrating to the cloud.

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AN INDUSTRY SOFTWARE REVOLUTIONWe think there are a few important drivers that make the opportunity to build industry-specific software larger than ever before:

The executives in charge of purchase decisions are a new generation of technology-savvy buyers. They understand that technology is a critical source of competitive advantage. This dynamic can fuel an industry arms race in which all companies in an industry are forced to adopt software as it quickly moves from a “nice to have” to “table stakes.”

A Changing Philosophy Among Buyers

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This creates a unique opportunity for those that do succeed. Industry insiders talk to each other. They attend the same conferences and run in the same circles. When it comes to software, they typically buy what their peers buy. This creates a virtuous cycle of adoption—resulting in “winner takes most” market share for leaders. And once established as the “gold standard”, the door is open for leaders to cross-sell additional applications.

Winner-Takes-Most Dynamics

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Cloud and mobile have made software more useful than ever before. Software is now used in the field via mobile devices, in a collaborative web environment, in conjunction with other web services, in a consumer-like user experience, and in a way that doesn’t require a dedicated IT support staff. This has dramatically increased the number and types of customers that can be served by industry software.Cloud/Mobile Capabilities

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The most common and most successful playbook to date. While a handful of publicly-traded industry-specific companies that are native to the cloud have emerged, it is still early days. Hundreds of industries are still held captive by terrible software or have been neglected altogether and so are ripe for innovation.

Replace Sleepy Incumbents

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Cloud software can not only help a business run more effi-ciently, it can also bring a business closer to its customers. Companies like OpenTable drive revenue with features for its end consumers. This was never possible with installed soft-ware.

Help Customers Find New Ways to Grow

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Enterprise software historically catered only to people at their desks. But today’s mobile apps can make a field worker’s day far more productive, freeing up hours that would otherwise be spent physically filling out forms and pushing paperwork. This slows down everything from real estate (broker updates of listings) to hotels (housekeeping) to transportation (repair logs) to restaurants (food inspections) to local governments (work orders to fix potholes). Data entry and workflow challenges are just the tip of the iceberg—virtually every aspect of enterprise activity in the field will be reimagined thanks to mobile devices.

Focus on the Mobile User

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PLAYBOOKS THAT EXCITE USWe don’t always get it right, but we’ve been fortunate to learn from many of the best teams in the industry and have picked up quite a bit from them over the years. Here are a few ways we think founders can build big businesses within specific industries:

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PLAYBOOKS THAT EXCITE US (Cont.)

When most people think of software, they imagine a stand-alone product. But cloud connectivity and APIs allow industry cloud software companies to become platforms with an ecosystem of applications around them. We love the plat-form model because it drives long-term customer lock-in. If your customers rely on you to act as the hub for other criti-cal applications, it becomes extremely difficult for any new competitors to replace you.

Build a Platform

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Not long ago, small businesses were off-limits. It was simply too expensive to hire sales teams to reach them. It was just as problematic to get software up and running. The world is very different today, thanks to the Internet. The key to making this playbook work is to build software with the simplicity of a consumer product.

Attack the SMB Market

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Customer data used to be siloed in a company's data center. The cloud now makes it possible to aggregate data and draw insights for a company’s customers. Data enables software to do unprecedented things like benchmarking, predictive analytics, and connecting suppliers and buyers between organizations.

Tap into Data at Cloud Scale

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PLAYBOOKS THAT EXCITE US (Cont.)

We are in the midst of a hardware revolution. And software is powering it. New hardware platforms will prompt an era of profound opportunity to harness the power of software for industry. Some of the emerging platforms we are excited about include wearables, robots, drones, sensors, and satel-lites. These devices are becoming increasingly inexpensive, powerful, connected, and ubiquitous. We expect to see a new generation of software built to take advantage of these devices with industry-specific applications.

Look to Emerging Hardware Platforms

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Occasionally, technology is so revolutionary that it can trans-form the way an entire industry works. This is perhaps the most compelling opportunity—an industry-focused startup that uses its software to reshape an industry rather than just selling tools to existing industry incumbents.

Uber is perhaps the best example of this. Uber didn’t build a software application to connect livery companies with pas-sengers. Instead, it used technology to fundamentally change how we book cars. Amazon is using technology to reimagine retail. Airbnb is using software to transform the hospitality sector. And LendingClub is reinventing how the financial markets connect borrowers with capital. These companies don’t feel like technology businesses or application vendors—instead, they are using technology to fundamen-tally reshape the way a good or service is delivered.

A company that reimagines an industry is the most difficult type of company to build. But because it captures much more of the value chain, it also tends to have the biggest upside. Building a company that will see the world differently seems like a lofty goal, but it’s been proven possible. And we think it is inevitable that visionary founders will continue to transform the way we consume industries like financial services, healthcare, education, and real estate.

Transform an Entire Industry

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Bankingcontinues to be controlled by core vendors like FIS, Fiserv, and Jack Henry, which use their footprint in core transac-tional systems to cross-sell mediocre point solutions. As a new generation of executives drives purchasing decisions, we expect to see best-of-breed cloud entrants give the core vendors a run for their money.

Governmentis responsible for more IT spending than any other industry but is dominated by dinosaurs like Tyler Technologies, Con-stellation, Infor, and SunGard – all of whom are focused on cash flow and not innovation.

Asset-heavy industrieslike oil and gas, mining, agriculture, manufacturing, and industrials have historically lacked innovative software startups altogether. This will change. Many of the trends we have discussed – including mobility and hardware platforms – are particularly well-suited for these markets.

INDUSTRIES RIPE FOR INNOVATIONWe are far more excited to have founders tell us about industry software opportunities than being prescriptive about where the opportunities lie. With that said, here are a few broad industries that we think are ripe for innovation:

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INDUSTRIES RIPE FOR INNOVATION (Cont.)

Healthcareis a trillion dollar plus industry that continues to be largely operated with paper, fax, and the phone. Large electronic medical record companies like Epic and McKesson built out their systems in the 1970s and 1980s, and we see opportuni-ties for newer cloud competitors to gain share.

Real Estatehas been dominated by a handful of full-suite solutions like RealPage, Yardi, and MRI. Innovative best-of-breed point solutions are taking share from these players and technology-oriented service providers are aiming to trans-form the brokerage industry.

Manufacturingrepresents one of the largest sectors in the economy and drove the growth of software behemoths like SAP, Infor, JDA, and others. This industry has been slow to migrate to the cloud and we expect to see a wave of new cloud innovators take share from the incumbents.

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INDUSTRIES RIPE FOR INNOVATION (Cont.)

Legalis dominated by powerhouses like Thomson Reuters and Lexis Nexis. As large practices see increased pressure to cut costs, we expect a new generation of players to challenge the old guard. And as small practices move away from paper and pencil, new technology will emerge.

Local Servicesare all about SMBs, who have historically lacked access to software. With the cloud making it easy to sell software to SMBs, we're seeing a wave of solutions emerge for local restaurants, yoga studios, home services providers, hotels, and retailers.

Educationis seeing a wave of innovators take share from the likes of Blackboard (software), Apollo (for-profit university), and Pearson (publishing). New delivery models are filling the void left in higher education and the “skills gap” arenas. Cloud-based software solutions are taking share from Blackboard. And new content platforms are transforming the way that education content is delivered.

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CommunicationFinancial ServicesHospitality & Leisure

Real EstateLocal ServicesLegal

EducationConstruction

RetailHealthcare

BVP'S INDUSTRY CLOUD PORTFOLIOCurrent Companies

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acq. by Cox IPO acq. by Towers Watson

IPO acq. by Genstar IPO

IPO acq. by Nielsen acq. by Cisco

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