Internal Handbook

The central repository of how we run the company.

Welcome 

Welcome to Hatch Apps.

We use this internal handbook as our single source of truth at the organization for strategy, process, and execution.

We use a Github Wiki under the repository “Hatch Apps Project” as the staging environment for the handbook. When changes are made to the Github Wiki, add “(Staging)” next to the title of the article. When the article is published live on the website, change the state to “(Production)”.

If you have any questions, please reach out to Param Jaggi at param@hatchapps.com or via Slack.

 

 

Overview

 

Hello, I’m Param. CEO of Hatch Apps. I’m going to give an overview of our business, product offering, and model. This is meant to be a high-level overview to get you started on understanding what we do here at Hatch Apps.

 

What is Hatch Apps?

  • Hatch Apps provides enterprises with Mobile Apps as a Service. 
  • Custom Applications: We deploy custom iOS and Android apps using pre-built components. These apps are truly native and are built to spec (i.e. no templates). 
  • Managed Infrastructure: We manage the end-to-end infrastructure associated with the app. This includes servers, databases, security, scaling, app store management, and several other services.
  • Web-based Platform: The platform gives customer control and transparency into their app. This includes user management, content management system, push notifications, analytics, team collaboration, and email configurations.

Key Value Proposition 

  • Hatch Apps provides enterprise apps in the subscription economy. The traditional development model forces businesses to pay for features and the entire app build. This becomes a depreciating asset to the business that need to be maintained, managed, and updated as needed. With Hatch Apps, customers pay a subscription for their custom apps. This shifts the expense from a capex to opex.
  • Hatch Apps provides customers with app maintenance, support, and managed infrastructure which is mission critical for a business’s Mobile DevOp strategy. 
  • All platform features bring end-to-end control and transparency into the app.

Vision: Hatch Apps is the go-to provider of custom applications. What AWS did for cloud software, Hatch Apps will do for applications.

Mission: To empower a generation of technology-enabled businesses.

 

Pricing Model

  • $30 / app user / month. Billed annually. 100 user minimum. Scaling discounts available.
  • This includes: Custom iOS & Android apps, managed infrastructure, platform access, account manager, and enterprise SLA.
  • Our pricing strategy is built to align incentives with our customers. We do not charge by features, but rather, by app users. This enables our customers to accurately track ROI of their application, whether it be revenue, time savings, or brand value. 
  • Cloud hosting fees are passed along at cost. Additional fees are charged for custom components, additional security, and integrations. 

 

Overall Execution Strategy (i.e. how we will win)

  • Everything we do at Hatch Apps is around bringing additional transparency to our customers and efficiency internally.
  • In our customer contracts, Hatch Apps owns the code and the customer owns the data / users. What this means is that over time, we will have a growing repository of re-usable code that will drive our marginal costs down. Imagine the Salesforce for Apps. 
  • We operate in a heavily competitive market. We will win by building a strong brand that signals strength, innovation, and transparency while continuously driving value to our customers. 

 

Values

 

At Hatch Apps, our culture is based on our values. Our values have evolved since founding the company and we believe that they should continue to evolve as the product, model, and team progress. The core values and the explanation of those value should always be simple and straightforward— life is too short for complicated jargon. We hold ourselves accountable to these values every day.

We hire based on these values. We operate based these values. We live by these values.

 

Results

  • We are results oriented at Hatch Apps. Productivity and output is number one. We don’t make excuses and we prioritize results end-to-end.

Transparency

  • We strive to bring transparency to the software development industry. We operate transparently and always find ways to be more transparent with each other and our customers. This internal handbook is a prime example of this value.

Empowerment

  • We empower our customers with the tools they need to be successful. We also empower each other to strive for greatness. As we fight for something greater than ourselves, we empower each other to be the best version of ourselves.

Modularity

  • Everything at Hatch Apps is built with modularity in mind. We believe in operational efficiency by building components and infrastructure to be scale.

Curiosity

  • We are curious about the world around us. We experiment with the newest technologies and operational practices to continuously drive value for our customers. We do not accept the status quo and are always curious to improve ourselves.

 

If you have any questions or would like to suggest an edit to our values, contact Param at param@hatchapps.com

 

How We Win

 

Our goal is to get to $100 Million in ARR as efficiently as possible. We’re striving to build a large stand-alone business. 

Given the nature of our business, we’re in a fiercely competitive market. Customers have multiple ‘types’ of vendors they can choose from: software development firms, low-code providers, freelancers, development marketplaces, and the list goes on. It is very important to our success to not be blind to this fact. It just informs our execution strategy to win. Below are the main strategies we use at Hatch Apps that will enable us to win.

 

Custom Software Subscriptions (market)

  • We’re making a really big bet at Hatch Apps that all service industries are under-going disruption via software. This is not exclude the service industry behind software development. Like most software disruption, service industries are shifting from a pay-to-play model to a subscription model. At Hatch Apps, we’re betting on a large market shift where sophisticated companies and buyers will choose to pay an annual subscription for their custom software needs, rather than paying per feature.

A Component Driven Mindset (internal)

  • Everything we do at Hatch Apps is with a component driven mindset. We think about modularity, re-usability, and streamlining workflows. The ultimate goal of a component driven mindset is to reduce costs over time and keep revenue high. Unlike traditional forms of software development, our marginal cost will reduce with scale.

Growth Engine (external)

  • In fiercely competitive markets, it usually all comes down to marketing. Think domain hosting, insurance, flavored water, etc.
  • At Hatch Apps, we have a unified and simple growth strategy around transparency. The more customers we acquire, the more content we write about the new features and use-cases in our Knowledge Center. This leads to more transparency and thus acquiring more customers. 

Business Model (inherent)

  • Large businesses are built with the mantra “when our customers win, we win”. The consumption based business model aligns incentives for Hatch Apps to naturally grow as the customer grows. This methodology adds an extra focus on making sure our customers have the right infrastructure and features in place to truly grow.
  • In our customer contracts, Hatch Apps owns the code and the customer owns the data / users. What this means is that over time, we will have a growing repository of re-usable code that will drive our marginal costs down while maintaining a high price point.

 

Team

 

 

Remote Work

 

At Hatch Apps, we have a remote-first culture. This remote-first culture is designed to give employees flexibility in their personal lives, while enabling our team to scale rapidly. Because we’re remote-first, it is mission critical to our operation that we have a well documented operational structure and procedure.

 

Accountability:

  • At Hatch Apps, we don’t enforce strict working hours. We believe that each individual should balance their time as needed given their lives. That said, it is important to remain accountable to the rest of the team with both tactical execution and communication. 
  • US team members must be online from 9:30 am – 5 pm EST. That said, working hours can vary. For example, in the US you can be ‘online and responsive’ during the day but choose to work in the evening into the night.

 

Meetings:

  • Daily product & engineering team stand-ups at 9:30 am EST
  • Monthly all hands meetings run by Param
  • Bi-weekly 1 on 1 with your manager to discuss role strategy, alignment, direction, and professional development
  • 2 in-person retreats per year. 

 

Communication:

  • Slack: Slack is our primary form of communication for day-to-day operations
  • Email: Email is our secondary form of communication, especially related to client-facing work

 

Business Model

 

Contract Overview

  • Multi-year, annual recurring contracts.
  • Hatch Apps owns the code base. We provide a license of the app to the customer for use during the period of the contract.
  • The customer owns the data, users, and content.

Revenue Model

  • The primary fees are Activation (one-time) and License (annual recurring). The Activation fee covers the cost to build any new components we do not currently have. The License fee is based on consumption of the app— $30 / app user / month, paid annually, 100 user minimum.
  • The secondary fees include: Cloud Hosting, where we pass along our monthly AWS bill at-cost. Platform seats that are $50 / user / month. API integration fees depending on the level of set-up and maintenance required.

     

    Marketing

     

    Overall Strategy

    • The number 1 goal of marketing at Hatch Apps is to drive qualified leads to the sales team.
    • Every dollar and minute spent on marketing should be tied to revenue.
    • We use a content-driven strategy to acquire inbound leads.
    • We use a business development strategy to acquire outbound leads. 

     

    Brand

    • At Hatch Apps, we’re building a new type of software development service. We also have an incredibly complex product from a technical perspective. This means that we can’t do things the traditional way. We must think differently on our marketing strategy.
    • Our brand is built around strength, trust, transparency and innovation.

     

    Targets

    • We target service-enabled businesses between $10 million – $500 million in revenue. These are the business that we find are investing heavily in digital transformation as they operate in highly competitive markets. Mobile Apps as a Service makes sense for these businesses because they are looking to either give their existing clients a new experience or improve an efficiency internally. In either case, they don’t want to deal with the headache of building, managing, and updating a custom application. They are used to the subscription economy and already understand the value proposition of Hatch Apps.

    Personas

    • Chief Operating Officer (COO)
    • Chief Information Officer (CIO)

    Inbound: Content Marketing

     

    Website (www.hatchapps.com)

    • Goal: The number one goal of the website is to drive qualified inbound leads. The second goal of the website is to serve as a tool across the business to drive transparency into our offering to customers.
    • Landing Page: An individual user should be able to understand what we do and how we do it within 30 seconds of being on our landing page. The hero panel is most important to this strategy.
    • Pricing Page: We publicly display our pricing. This can change over time but we have found that it’s important to set the benchmark for our pricing model to avoid confusion down the sales funnel. This drastically reduces the number of overall leads but increases the percentage of qualified leads that sign up for a demo.

     

    Social Media Schedule

    • Monday: #PoweredByHatchApps
    • Tuesday: Knowledge Center Post
    • Wednesday: Blog Post
    • Thursday: Knowledge Center Post
    • Friday: #PoweredByHatchApps

     

    Social Media Accounts

     

    Review Sites

     

    Blogs

     

    Press

     

    • Customer Press: With every customer, we do a joint press release or directly an article that highlights the partnership and use-case. This is meant to drive views to the customer’s application, increase brand awareness of Hatch Apps, and serve as a marketing + sales tool to drive additional revenue to the business.
    • Major Announcements: We do once a quarter (i.e. 4 times a year) major announcements press. This includes investments, product features, additional hires, etc. The goal of this type of press is to increase brand awareness of Hatch Apps and establish ourselves as a leader in the software development space.

     

    Sales

     

    Employee Policies