Atlassian Business Model Canvas
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Unlock the full business model blueprint of a leading collaboration software company
Unlock the full strategic blueprint behind Atlassian's business model in our complete Business Model Canvas. This in-depth, section-by-section file reveals value propositions, revenue streams, partnerships and cost drivers. Ideal for investors, founders and consultants. Download the editable Word & Excel canvas to benchmark and act.
Partnerships
Cloud infrastructure providers
Atlassian partners with hyperscalers AWS, Microsoft Azure and Google Cloud Platform to run and scale cloud products globally, leveraging providers that held roughly 32%, 22% and 11% of the cloud market in 2024. These partnerships deliver performance, built‑in security controls and data‑residency options across regions. Marketplace listings and co‑selling expand reach and credibility to enterprise buyers, while joint reference architectures speed compliance and adoption.
Marketplace app developers
An extensive third-party developer ecosystem builds add-ons and integrations for Jira, Confluence and Bitbucket, hosted on Atlassian Marketplace, which features over 6,000 apps and millions of installs. Atlassian provides APIs, SDKs, and distribution plus a revenue-share model to partners. These apps expand product capabilities and niche use cases, increasing customer stickiness and average revenue per account while supporting net dollar retention above 110% in recent years.
Solution partners and resellers
Global SIs, VARs and boutique consultancies sell, implement and customize Atlassian solutions, handling complex enterprise rollouts and migrations across hybrid environments. Partner certifications and the Solution Partner program ensure quality and domain expertise. Atlassian reported roughly $3.9B revenue in FY24, with channel partners central to go-to-market. Incentives and co-marketing programs drive pipeline growth and partner retention.
DevOps and collaboration integrations
- End-to-end workflows
- Pre-built connectors reduce friction
- Joint reference architectures for modern delivery
- Unified visibility & automation
Compliance and security partners
Compliance and security partners help Atlassian maintain SOC2, ISO and FedRAMP attestations that support enterprise trust; in FY2024 Atlassian generated about $3.9B in revenue, underscoring the commercial value of these controls. Data protection and identity partners (IAM, DLP) harden the security posture and accelerate approvals in regulated sectors, speeding customer onboarding and reducing shared compliance costs and risk.
- Certifiers/auditors: SOC2, ISO, FedRAMP
- Security partners: IAM, DLP, encryption
- Impact: faster approvals in regulated markets; lower compliance costs
Cloud-first collaboration: AWS 32%, 6,000+ apps, NDR 110%
Atlassian leverages hyperscalers (AWS 32%, Azure 22%, GCP 11% in 2024) and a 6,000+ app Marketplace to scale and extend Jira/Confluence, supporting >110% net dollar retention and FY2024 revenue ~$3.9B. Global SIs, certifiers (SOC2/ISO/FedRAMP) and integrations (GitHub 100M devs, Teams 270M users) accelerate enterprise adoption.
| Partner Type | Metric |
|---|---|
| Hyperscalers | AWS 32% / Azure 22% / GCP 11% (2024) |
| Marketplace | 6,000+ apps |
| Financials | FY24 rev ~$3.9B; NDR >110% |
What is included in the product
Detailed Word Document
A comprehensive Atlassian Business Model Canvas detailing its nine BMC blocks—customer segments, channels, value propositions, revenue streams and more—aligned with real-world operations, competitive advantages and linked SWOT insights for investor-ready presentations and strategic decision-making.
Customizable Excel Spreadsheet
Condenses Atlassian’s strategy into a digestible, one-page Business Model Canvas that saves hours of structuring, makes core components instantly visible, and is shareable for fast team alignment and decision-making.
Activities
Product development and UX
Continuous enhancement of Jira, Confluence, Bitbucket and adjacent products drives value across 200,000+ customers and supports Atlassian’s roughly $3.6B FY2024 revenue. Roadmapping prioritizes customer outcomes and performance, guided by NPS and delivery SLAs. UX research and tens of thousands of test sessions annually improve adoption and satisfaction. Feature delivery balances cloud-first velocity with staged rollouts to meet enterprise needs.
Cloud operations and reliability
SRE and platform engineering drive cloud uptime and latency targets (99.9% SLA), ensuring scale for tens of millions of monthly active users. Capacity planning and multi-tenant optimizations balance cost and performance across shared infrastructure. Robust incident response and rigorous postmortems improve MTTR and resilience. Global deployments provide data residency controls and multi-region failover to meet compliance and continuity needs.
Security and compliance management
Proactive security engineering, continuous vulnerability management, and built-in privacy controls are core to Atlassian’s operations; incident response and secure SDLC reduce risk exposure. Audits and attestations maintain enterprise trust — Atlassian held SOC2 and ISO/IEC 27001 attestations as of 2024. Identity, DLP, and encryption features evolve with threat intelligence, while policies align to regional regulations and customer mandates.
Ecosystem and API management
Platform teams curate APIs, SDKs, and developer docs for the Marketplace, supporting over 5,000 apps and thousands of partners in 2024. Governance enforces compatibility and reliability across integrations. Hackathons and partner programs drive app innovation and ecosystem growth. App review and continuous monitoring protect customer environments and compliance.
- APIs/SDKs: curated platform tooling
- Governance: compatibility & reliability
- Programs: hackathons spur partner innovation
- Security: app review & monitoring protect customers
Go-to-market and customer success
Product-led growth fuels self-serve trials and conversions, enabling scalable acquisition; Atlassian served hundreds of thousands of customers with net revenue retention above 100% in 2024. Marketing content, webinars and community drive awareness while customer success concentrates on onboarding, expansion and renewals. Data-driven lifecycle management continuously optimizes ARR and NRR.
- Product-led self-serve trials
- Marketing: content, webinars, community
- Customer success: onboarding, expansion, renewals
- Data-driven lifecycle: boosts ARR and NRR (>100% NRR, 2024)
Platform posts $3.6B revenue with 200,000+ customers and 99.9% cloud SLA
Continuous development of Jira, Confluence, Bitbucket drove Atlassian’s $3.6B FY2024 revenue across 200,000+ customers, guided by NPS and roadmap outcomes.
SRE/platform teams sustain 99.9% cloud SLA, multi-region failover, and capacity for tens of millions MAU; security holds SOC2 and ISO 27001 (2024).
Marketplace support for 5,000+ apps, product-led self-serve and >100% NRR in 2024 underpin scalable acquisition and expansion.
| Metric | 2024 |
|---|---|
| Revenue | $3.6B |
| Customers | 200,000+ |
| NRR | >100% |
| Marketplace Apps | 5,000+ |
| Cloud SLA | 99.9% |
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Business Model Canvas
The document you're previewing is the exact Atlassian Business Model Canvas you'll receive—no mockup or sample. When you purchase, you get this same fully editable file, complete with all sections and formatting. It’s ready for immediate use in presentations, strategy sessions, or planning workshops. What you see here is what you’ll download and own.
Resources
Engineering and product talent
Skilled engineering and product teams build and operate complex, scalable software, supporting 260,000+ customers (FY24). Domain expertise spans DevOps, collaboration, and ITSM, with talent density driving rapid iteration and high reliability. Cross-functional squads align to customer outcomes, leveraging ~8,700 global employees (FY24) to deliver continuous product value.
Cloud platform and tooling
Atlassian’s cloud platform runs on multi-region AWS infrastructure with CI/CD and observability stacks that power resilient delivery and rapid releases. Internal platforms standardize deployments and security policies across teams, supporting over 200,000 customers (2024). Data pipelines feed analytics and ML-driven insights for product and support optimization. Tooling drives measurable cost efficiency and faster time-to-market.
Brand and global community
Atlassian's developer-trusted brand fuels organic adoption and supported FY2024 revenue of $3.36 billion. A global community of 200,000+ members, user groups, forums and events amplify reach. Advocates and champions lower sales friction and accelerate expansion. Community-generated content reduces support costs and boosts customer retention.
Intellectual property and APIs
Atlassian's core product IP—schemas and extensible APIs—creates a platform moat that supported FY2024 revenue of approximately $3.44B, with 5,000+ Marketplace apps and ~245,000 customers, enabling broad integration and network effects. Shared data models power cross-product workflows while licensing preserves innovation and commercial differentiation.
- Core IP: platform schemas & APIs
- Marketplace: 5,000+ apps
- Customers: ~245,000 (2024)
- Revenue FY2024: ~$3.44B
- Licensing: protects differentiation
Customer data and telemetry
Customer data and telemetry drive Atlassian product decisions: usage analytics inform roadmap, pricing and lifecycle nudges, supporting a platform that generated $3.86 billion in FY2024 and serves over 260,000 customers. Telemetry improves performance and reliability, enabling ~99.9% uptime and faster incident resolution. Segmentation powers targeted success motions while SOC2 and ISO27001-based data governance preserves trust and compliance.
- Usage analytics: roadmap, pricing, nudges
- Telemetry: performance, ~99.9% uptime
- Segmentation: targeted success motions
- Governance: SOC2, ISO27001, compliance
Cloud leader: $3.86B revenue, 260,000 customers, 8,700 staff
Atlassian’s key resources: 8,700 employees (FY24) and skilled engineering squads supporting ~260,000 customers and FY2024 revenue ~$3.86B. Cloud on multi-region AWS with CI/CD, telemetry (≈99.9% uptime) and SOC2/ISO27001 governance. Core IP: extensible APIs, ~5,000 Marketplace apps driving network effects and organic growth.
| Metric | 2024 |
|---|---|
| Employees | ≈8,700 |
| Customers | ≈260,000 |
| Revenue | $3.86B |
| Marketplace apps | ≈5,000 |
Value Propositions
Unified work and collaboration
Jira, Confluence and Bitbucket link planning, docs and code to give teams visibility from idea to deploy, reducing handoffs and errors. Atlassian reported FY2024 revenue of $3.88 billion and serves over 260,000 customers, evidencing the scale of the unified platform. Shared context across tools improves alignment and outcomes, shortening cycle time and decision loops.
Scalable, reliable cloud
Enterprise-grade cloud delivers global availability and SLAs, enabling mission-critical workflows. Elastic scaling supports growth without added ops overhead so teams scale usage on demand. Data residency and compliance features unlock regulated use cases while customers focus on work, not infrastructure; Atlassian reported $3.86 billion revenue in FY2024, reflecting cloud-driven adoption.
Extensibility and integrations
Marketplace apps and open APIs let teams tailor Jira and Confluence to any workflow, with thousands of apps available and extensive REST APIs driving integrations. Deep integrations embed Atlassian into existing toolchains, supporting enterprise-scale connectors and contributing to Atlassian’s $3.8B FY24 revenue. Built-in automation cuts manual steps and bottlenecks, increasing throughput and SLA adherence. Broad customization drives cross-functional adoption and retention.
Transparent, PLG-friendly pricing
Tiered subscriptions align price to team size and usage, while self-serve free trials cut procurement friction and speed adoption; Atlassian served about 250,000 customers in FY2024 with cloud offerings driving the majority of revenue, reinforcing per-seat clarity for predictable budgeting and paid upgrades that enable advanced governance and security controls.
- tiered-subscriptions
- self-serve-trials
- per-seat-budgeting
- upgrades-governance-security
Enterprise governance and security
Admin controls, SSO/SCIM and audit logs provide enforceable compliance and traceability, supported by Atlassian's SOC2 and ISO27001 certifications. Advanced permissions and role-based access safeguard data across projects and repositories. With FY2024 revenue of $3.798B and a large enterprise footprint, organizations manage scale with confidence.
- Admin controls, SSO/SCIM, audit logs — compliance
- Advanced permissions — data protection
- SOC2, ISO27001 — faster approvals
- Scales for enterprise deployments
Integrated planning, docs & code shorten delivery — FY2024 revenue $3.88B, ~260k customers
Atlassian links planning, docs and code via Jira, Confluence and Bitbucket to reduce handoffs and shorten delivery cycles. FY2024 revenue was $3.88 billion serving ~260,000 customers, with cloud driving the majority of adoption. Marketplace extensibility, thousands of apps and SOC2/ISO27001 compliance enable enterprise scale and governance.
| Metric | Value |
|---|---|
| FY2024 revenue | $3.88B |
| Customers | ~260,000 |
| Marketplace apps | Thousands |
Customer Relationships
Self-serve onboarding
Trials, guided tours and templates accelerate time-to-value, letting teams adopt Jira and Confluence without sales hand-holding; in-product prompts and contextual tips drive faster activation. Minimal need for sales interaction supports low CAC and scale; Atlassian reported FY2024 revenue of $3.53 billion and emphasized its product-led model as the driver of the majority of net new customers. Freemium paths nurture expansion through organic seat and feature upgrades.
Community and peer support
Forums, user groups and expansive knowledge bases (Atlassian Community 200,000+ members in 2024) provide rapid self-serve answers. Power users publish best practices, templates and Marketplace apps (5,000+ apps by 2024), accelerating adoption. Peer support lowers Atlassian's support burden and creates feedback loops that informed product improvements across FY2024.
Customer success for enterprise
Dedicated enterprise managers guide adoption, governance, and ROI, with success plans mapping milestones and outcomes and quarterly executive reviews to align on value realization; proactive health checks cut churn risk. Atlassian reported roughly 257,000 customers and ~3.8B USD revenue in FY24, emphasizing enterprise retention investment.
Developer and admin enablement
Developer and admin enablement at Atlassian uses docs, open APIs, tutorials and certifications to upskill teams, with Atlassian serving over 200,000 customers in 2024; sandboxes and code examples accelerate integrations and shorten time-to-value. Office hours and webinars tackle advanced use cases, and ongoing enablement correlates with deeper product adoption and higher retention.
- Docs & APIs: platform-first
- Tutorials & certs: team upskilling
- Sandboxes: faster integration
- Webinars: advanced support
Multi-channel support
Multi-channel support combines ticketing and chat with prioritized SLAs for premium tiers, ensuring incident communications are transparent and timely; Atlassian supports over 200,000 customers (2024) and routes critical events through defined escalation paths to reduce MTTD/MTTR.
- Ticketing + chat
- Prioritized SLAs (premium)
- Transparent incident updates
- Knowledge base for common fixes
- Escalation paths for critical events
Product-led SaaS: $3.53B, 257k users, low CAC
Product-led self-serve, freemium and in-product onboarding drive low CAC and rapid activation; Atlassian reported FY2024 revenue $3.53B and ~257,000 customers. Community-led support (200,000+ members) and 5,000+ Marketplace apps reduce support load and fuel organic expansion. Dedicated enterprise success, SLAs and professional services secure retention and upsell.
| Metric | 2024 |
|---|---|
| Revenue | $3.53B |
| Customers | ~257,000 |
| Community | 200,000+ |
| Marketplace Apps | 5,000+ |
Channels
Direct website and in-product
Atlassian.com drives trials, purchases, and upgrades and helped deliver Atlassian’s FY2024 revenue of $3.97 billion. In-product prompts and upgrade nudges power product-led expansion across cloud offerings. Rich content, how-to templates, and deployment guides shorten evaluation cycles. Consolidated billing and enterprise invoicing streamline procurement for teams and large customers.
Atlassian Marketplace
Atlassian Marketplace is the central hub for discovering apps and integrations, hosting over 5,000 apps as of 2024. One-click installs simplify adoption across Jira and Confluence. Ratings and reviews guide selection, while shared billing ties app charges to core Atlassian subscriptions for streamlined payments.
Solution partner network
Consultancies in Atlassian’s solution partner network deliver implementation and change management, using local presence to manage complex rollouts. Partners surface industry-specific solutions—over 5,000 partners globally in 2024 and ~5,000 apps on the Marketplace. Co-selling with Atlassian extends reach into enterprises and accelerates large deal adoption.
Cloud provider marketplaces
Listings on AWS, Azure, and GCP streamline procurement by allowing customers to purchase Atlassian via committed spend and existing vendor records; private offers support enterprise terms and contracts. Visibility and deal flow rise as hyperscalers captured roughly 70% of the global cloud IaaS/PaaS market in 2024, boosting channel-led adoption.
- Marketplace procurement: simplifies billing and compliance
- Committed spend: leverages customer cloud contracts
- Private offers: enable enterprise pricing and SLAs
Events and content marketing
Conferences, webinars and workshops educate buyers on complex workflows while demos and hands‑ons drive product activation; Atlassian reported FY2024 revenue of $3.9 billion, underscoring scale where events and content support enterprise deals. Case studies quantify outcomes and ROI, and thought leadership builds trust that accelerates adoption.
- Conferences: educate enterprise buyers
- Webinars/workshops: nurture and convert
- Case studies: demonstrate ROI
- Thought leadership: credibility
- Demos/hands‑ons: activation
Product-led platform drives trials and upgrades — $3.97B, 5,000+ apps
Atlassian.com drives trials, purchases and upgrades, supporting FY2024 revenue of $3.97B and product-led expansion. Marketplace hosts >5,000 apps (2024) with one-click installs and shared billing for faster adoption. Solution partners (~5,000 in 2024) plus AWS/Azure/GCP listings and private offers enable enterprise procurement and large deals.
| Channel | 2024 metric | Impact |
|---|---|---|
| Website | $3.97B revenue | Drives trials/upgrades |
| Marketplace | >5,000 apps | Simplifies adoption |
| Partners | ~5,000 partners | Enterprise rollouts |
| Hyperscalers | ~70% cloud share | Streamlines procurement |
Customer Segments
Software and DevOps teams
Product managers, developers and SREs orchestrate end-to-end delivery, relying on planning, code and incident workflows to align priorities and SLAs.
Jira, Bitbucket and rich integrations anchor toolchains used by tens of thousands of software and DevOps teams in 2024.
Across industries speed and quality remain top drivers, with teams prioritizing faster lead time and fewer incidents to protect revenue and customer trust.
ITSM and operations
Service desks, change and incident management demand rigor; Jira Service Management enforces SLAs and approvals and integrates with monitoring and chatops for automated incident response, while compliance and reliability remain priorities for enterprises—used by 200,000+ customers worldwide as of 2024.
Business teams and PMOs
Marketing, HR, finance and PMOs use Confluence and Jira to manage projects and content, with Atlassian serving over 200,000 customers by 2024, showing broad non-technical adoption. Templates and forms streamline intake and approvals, reducing setup time and errors. Built-in reporting aligns teams to strategic goals and KPIs, improving visibility across portfolios.
SMBs to large enterprises
SMBs start on free tiers and expand usage; Atlassian reported over 200,000 customers in 2024 and $3.9B revenue as cloud adoption drove >90% of growth. Mid-market buyers scale Atlassian tools across departments, while enterprises require governance, advanced security, and 24/7 support. Pricing tiers align to maturity and scope, from free/team to premium/enterprise plans.
- SMB: free-to-paid expansion
- Mid-market: cross-dept scaling
- Enterprise: governance & security
- Pricing: tiered by maturity
Regulated and public sector
Healthcare, finance and government customers mandate certifications and enforce data residency and audit features for vendor selection; long procurement cycles favor vendors with mature compliance. FedRAMP and ISO 27001 approvals accelerate buying: FedRAMP listed over 200 authorized systems in 2024, shortening verification steps. Robust compliance reduces deployment friction in multi-year contracts.
- Certifications: HIPAA, PCI, ISO 27001
- Data residency: onshore/cloud regions
- Audit: logging, SOC reports
- Procurement: 12+ month cycles
Core tools drive cross-team adoption; 200k+ $3.9B 2024
Product, dev and SRE teams drive core adoption via Jira, Bitbucket and incident workflows focused on lead time and reliability. Non-technical teams adopt Confluence/Jira for projects and reporting, expanding cross-department usage. SMBs scale from free tiers, mid-market centralizes tooling, enterprises demand governance, security and 24/7 support.
| Segment | 2024 metric | Note |
|---|---|---|
| Customers | 200,000+ | Global base |
| Revenue | $3.9B | 2024 |
| Cloud growth | >90% | 2024 |
Cost Structure
R&D and product operations
R&D and product operations are the largest cost bucket: engineering, product and design headcount totaled about 9,000 employees in FY2024, driving the majority of personnel expense. Atlassian reported approximately $1.3 billion in R&D spend in FY2024, with continuous delivery, testing infra and cloud costs adding materially. Ongoing research, experimentation and roadmap investment sustain competitiveness.
Cloud hosting and delivery
Compute, storage, networking and CDN drive Atlassian's variable cloud costs as it runs primarily on AWS, which had 31 regions and 99 availability zones in 2024. Multi-region redundancy to meet SLAs materially raises spend for cross-region replication and egress. Observability and security tooling (logging, SIEM, WAF) are ongoing line items. Continuous efficiency programs and cloud optimization lower unit economics over time.
Security and compliance
Audits, certifications, and dedicated security teams form a material part of Atlassian’s cost structure, driven by SOC2, ISO27001 and FedRAMP requirements and third-party audit fees. Data protection and identity services (SAML, DLP, IAM) incur recurring vendor and infrastructure costs. Incident readiness, response runbooks and bug bounty programs add variable coverage and payouts. In 2024 global cybersecurity spending surpassed 200 billion USD and enterprises allocated roughly 12% of IT budgets to security, keeping enterprise pipelines open.
Sales, marketing, and community
PLG lowers field-sales headcount but shifts spend into content, growth ops, events and webinars that drove pipeline; Atlassian reported FY2024 revenue of about $3.9B, underscoring scale for these investments. Community programs and advocacy require dedicated budgets, while partner enablement and MDF materially lift channel-sourced ARR.
- PLG: lower field costs, higher content/growth ops
- Events/webinars: pipeline acceleration
- Community: funded advocacy
- Partner MDF: channel lift
Partner and marketplace programs
R&D-heavy: 9,000 engineers, $1.3B R&D, ~6,000 marketplace apps
R&D and product ops are the largest costs: ~9,000 engineers and $1.3B R&D spend in FY2024. Cloud (AWS: 31 regions, 99 AZs in 2024) plus observability and security drive variable opex; global cybersecurity spend exceeded $200B in 2024. PLG shifts spend to content, growth ops, events and partner MDF while supporting ~6,000 Marketplace apps.
| Metric | 2024 |
|---|---|
| R&D spend | $1.3B |
| Eng headcount | ~9,000 |
| Revenue | $3.9B |
| Marketplace apps | ~6,000 |
Revenue Streams
Cloud subscriptions
Cloud subscriptions monetize Jira, Confluence and Bitbucket with per-user, tiered plans: 2024 list pricing shows Standard roughly $7–8/user/mo and Premium about $14–16/user/mo, with Enterprise negotiated at scale. Standard, Premium and Enterprise tiers capture ascending value through feature and support differentials. Annual and monthly billing options accommodate varied budgets and cash flows. Upsells for admin tooling and advanced security (SAML, SCIM, audit logs) increase ARPU.
Data Center subscriptions
Data Center subscriptions are annual licenses for self-managed, enterprise deployments, positioned as the primary on‑premise option after Atlassian ended Server support on February 15, 2024. Pricing scales by user tiers to accommodate large teams, appeals to customers needing control or data residency, and includes support and updates in the subscription terms.
Premium and enterprise add-ons
Premium and enterprise add-ons bundle advanced governance, automation and security with higher SLAs and dedicated support, plus data residency and analytics enhancements tailored to complex, regulated organizations. These offerings drive larger deal sizes and retention—Atlassian reported $3.98 billion revenue in FY2024, with enterprise demand shifting sales mix toward premium cloud packages.
Marketplace revenue share
Marketplace revenue share captures commission on third-party app sales, creating recurring platform fees that scale with app adoption; Atlassian reported FY2024 revenue of $3.88 billion and the Marketplace hosts 6,000+ apps, amplifying ARPA through specialized add-ons while aligning incentives with the developer ecosystem.
- Commission on third-party app sales
- Expands ARPA with specialized solutions
- Aligns incentives with developer ecosystem
- Recurring revenue grows with app adoption
Training, certification, and services
- Official courses and badges: fee-based certification
- Admin training: drives faster adoption and retention
- In-house services: focused migration/onboarding
- Partner services: scalable indirect revenue
Cloud subscriptions plus app marketplace and add-ons lift ARR, ARPU and deal value
Cloud subscriptions (per-user tiers ~$7–16/mo) plus Data Center annual licenses form core ARR after Server retirement Feb 15, 2024. Marketplace (6,000+ apps) and add-ons raise ARPU; Atlassian reported FY2024 revenue ~$3.98B, Marketplace materially amplifies bookings. Training, partner services and migration upsells increase deal size and retention.
| Revenue stream | FY2024 metric | Notes |
|---|---|---|
| Overall | $3.98B | Company revenue |
| Marketplace | 6,000+ apps | Recurring commission |