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“Dropbox figured out early how to basically get as much viral usage and viral growth out of their free plan. Dropbox doesn't need to have enterprise in their DNA Dropbox, going after the less than 100 customer base, benefits from more automation in terms of touchless sales and a guided onboarding experience that the customer can walk through on their own. If Box and Dropbox were going to compete with one another, then Box would need to drastically come down or Dropbox would need to drastically come up to account for the shifts in feature preference.īox serves their customers best by going out and pounding the pavement, wearing their sports coats, and really focusing a lot of their attention on larger customers with a targeted sales-heavy marketing process. This just goes to show how different these two types of customer bases are in terms of what they value and what they're willing to pay for. Other features like content visibility, external collaborations, and two-factor authentication also become Core Features once a company grows above 100 employees. But, once the company grows larger it moves from Add-On territory to a Core Feature.

Here are a few that changed as the company size increased:Īctive Directory/SSO - This moves from a relatively low-value Add-On to a Differentiable Feature that enterprise businesses are expecting to pay for.ĪPI Calls - With a company of less than 100 employees, there's no real value to this feature. Where previously some features were seen more as Add-Ons, many are now seen of significantly higher value. Once a company grows into a more enterprise business model, their feature preferences shift drastically. There is a massive shift in feature preference when a company grows above that 100 employee benchmark. They don't really talk about, or even offer, most of the features we see in the Add-Ons section of the previous graph. This 100 employees or less market is really where we see Dropbox positioning themselves differently than Box. A lot of the more enterprise features like active directory, custom templates, or regulatory compliance aren't really valued all that much. Of the 19,122 current, former, and prospective customers we surveyed, features like unlimited storage, user and security reporting, and sharing permissions were desirable for companies with less than 100 employees. What is an Add-On for some customers will be a Core Feature or Differentiable Feature for others. When a business has over 100 employees, like most enterprise customers, willingness to pay and feature preference are very different from companies with less than 100 employees. Offering features such as version history, SSL, and two-factor authentication, Box is doing a really good job of positioning themselves as the go-to provider for enterprise customers. While they do offer individual and platform plans as well, Box really tries to draw their potential customer's attention towards a specific type of plan.īox offers several different types of Business plans at $5, $15, and $25 a month to get started, but where they really shine is in their differentiation. Targeting higher-paying customers with enterprise pricing lets Box structure their pricing page to focus on their business plan and feature differentiation. Their DNA is the enterprise.” - Patrick Campbell “What's really fascinating about Box is that they have 700 customers that are paying them $100,000 or more per year because they're focused on the enterprise. Box aims high with enterprise features and robust differentiation

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