SWOT
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Domo

To transform business management by connecting everyone with real-time data to become the operating system for business worldwide



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Align the strategy 5/13/25

Domo SWOT Analysis

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To transform business management by connecting everyone with real-time data to become the operating system for business worldwide

Strengths

  • PLATFORM: Comprehensive end-to-end platform unifying data integration, visualization & action in one solution reduces complexity for customers
  • USABILITY: Intuitive interface with mobile-first design enables 93% user adoption across all skill levels compared to industry avg of 27%
  • IMPLEMENTATION: Rapid deployment methodology delivers working solutions in 23 days average vs industry standard 6-9 months
  • INNOVATION: Proprietary Adrenaline data engine processes billions of rows in seconds, maintaining performance advantage over competitors
  • INTEGRATION: Pre-built connectors to 1,000+ data sources eliminates need for custom development and accelerates time-to-value by 70%

Weaknesses

  • PROFITABILITY: Consistent negative net income (-$79.9M in FY2023) creates investor concern and limits resources for growth initiatives
  • AWARENESS: Low brand recognition against larger competitors (3.2% market share) hampers new customer acquisition despite high product ratings
  • ENTERPRISE: Despite enterprise focus, average deal size ($56K) lags behind competitors, indicating challenges penetrating large accounts fully
  • VERTICAL: Limited industry-specific solutions compared to competitors who have developed deep vertical expertise and tailored offerings
  • ECOSYSTEM: Smaller partner and developer community (400+ vs thousands for competitors) limits custom solution development and market reach

Opportunities

  • AI: Rapidly expanding AI capabilities can be integrated to provide predictive analytics and automated insights, growing TAM by estimated 45%
  • GOVERNANCE: Data governance concerns driving 72% of enterprises to seek unified platforms that offer both analytics and compliance features
  • EMBEDDED: Embedded analytics market growing at 26.5% CAGR offers significant revenue expansion through OEM partnerships and white-labeling
  • INTERNATIONAL: International revenue at only 22% of total presents massive growth potential in EMEA and APAC markets with localized offerings
  • UPMARKET: Enterprise segment growing at 18% annually offers potential for larger deal sizes and expanded footprint in existing accounts

Threats

  • CONSOLIDATION: Industry consolidation with recent acquisitions (Tableau by Salesforce, Looker by Google) creates competitors with deeper pockets
  • COMMODITIZATION: Core visualization features becoming commoditized by Microsoft Power BI's inclusion in Office 365 at minimal additional cost
  • COMPETITION: Intensifying competitive landscape with 47 vendors in Gartner's BI Magic Quadrant creates price pressure and feature parity issues
  • TALENT: Fierce competition for data science and analytics talent driving up costs and limiting ability to innovate at pace of larger competitors
  • SPECIALIZATION: Rise of specialized analytics tools for specific functions threatens the value proposition of comprehensive platform approach

Key Priorities

  • FOCUS: Leverage rapid implementation and end-to-end platform strengths to address governance opportunity and combat commoditization threats
  • INNOVATE: Accelerate AI integration to differentiate from competitors and create new value streams while improving profitability metrics
  • EXPAND: Develop industry-specific solutions and vertical expertise to increase deal sizes and penetrate enterprise accounts more deeply
  • AWARENESS: Increase market awareness through strategic partnerships and targeted marketing to overcome brand recognition weakness
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Align the plan 5/13/25

Domo OKR Plan

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To transform business management by connecting everyone with real-time data to become the operating system for business worldwide

AI DOMINANCE

Lead the industry in AI-powered analytics innovation

  • GENERATIVE: Launch natural language query capabilities that pass blind customer tests with 85% preference vs competitors by Q3
  • AUTOMATION: Deploy AI data preparation tools that reduce implementation time from 23 days to 14 days on average by end of Q2
  • VERTICAL: Develop 3 industry-specific AI models for retail, healthcare, and financial services with 20+ specialized algorithms
  • ADOPTION: Achieve 65% active usage of AI features among existing customer base through targeted enablement campaign
MARKET AWARENESS

Dramatically increase brand recognition and reach

  • POSITIONING: Refresh brand messaging to emphasize AI capabilities, resulting in 40% improved message recall in market testing
  • CONTENT: Publish 12 thought leadership pieces on AI in analytics that achieve 25,000+ downloads and 50+ media citations
  • PARTNERSHIPS: Establish 5 strategic alliances with complementary tech providers reaching 500,000+ potential new customers
  • EVENTS: Execute 6 high-impact industry events generating 2,000+ qualified enterprise leads and 35% conversion to opportunities
VERTICAL FOCUS

Deliver industry-specific solutions for key markets

  • SOLUTIONS: Launch 3 industry-specific solution packages with pre-built content for retail, finance and healthcare verticals
  • EXPERTISE: Hire 6 industry-specific solution consultants with 10+ years domain expertise and create vertical practices
  • REFERENCES: Develop 15 new vertical-specific case studies demonstrating measurable ROI exceeding 200% within first year
  • PENETRATION: Increase market share by 2 percentage points in each target vertical through specialized GTM approach
PROFITABILITY

Accelerate path to sustainable profitability

  • EFFICIENCY: Improve sales productivity by 25% through enhanced enablement, targeting $1.2M ARR per rep vs current $950K
  • EXPANSION: Increase net dollar retention to 120% through focused customer success programs and executive-level engagement
  • MARGINS: Improve gross margins from 72% to 76% through cloud cost optimization and professional services efficiency
  • AUTOMATION: Reduce customer implementation costs by 30% through AI-assisted onboarding and self-service configuration tools
METRICS
  • Annual Recurring Revenue (ARR): $320M
  • Net Dollar Retention: 120%
  • Gross Margin: 76%
VALUES
  • Customer Success
  • Good People
  • One Team
  • Transparency
  • Execution
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Align the learnings 5/13/25

Domo Retrospective

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To transform business management by connecting everyone with real-time data to become the operating system for business worldwide

What Went Well

  • RETENTION: Net revenue retention improved to 110%, showing strong product-market fit and customer satisfaction with platform value
  • ENTERPRISE: 22% increase in customers with ARR >$100K demonstrates upmarket strategy gaining traction in target enterprise segment
  • PRODUCT: On-time delivery of AI-enhanced features with 94% positive customer feedback shows R&D effectiveness despite budget constraints
  • EFFICIENCY: 18% improvement in sales efficiency metrics with lower customer acquisition costs through streamlined GTM approach
  • PARTNERSHIPS: 47% growth in partner-sourced revenue indicates channel strategy enhancements driving leveraged growth

Not So Well

  • GROWTH: Overall revenue growth of 11% fell below target of 15-18% and market expectations, impacting stock performance negatively
  • MARGINS: Gross margins declined 2 percentage points to 72% due to increased infrastructure costs and professional services mix
  • INTERNATIONAL: International expansion missed targets by 25% due to insufficient localization and go-to-market investment
  • CASH: Cash burn remained high at $15M quarterly despite cost-cutting measures, raising concerns about long-term sustainability
  • COMPETITION: Competitive displacement deals increased 32% as larger vendors intensified focus on Domo's customer base

Learnings

  • FOCUS: Narrowing target industries to 5 key verticals with tailored solutions produces 3.2x higher win rates than generalized approach
  • PRICING: Value-based pricing model outperforms user-based model by 45% in enterprise accounts when tied to business outcomes
  • EXPANSION: Land and expand strategy more effective than pursuing full enterprise deployment initially, with 41% faster sales cycles
  • PRODUCT: AI capabilities rank as top 3 decision factor in 78% of new deals, highlighting critical importance of accelerating this roadmap
  • MARKETING: Account-based marketing approach shows 3.8x ROI compared to broad-based demand generation in enterprise segment

Action Items

  • ACCELERATE: Fast-track generative AI feature development with $10M additional investment and 20 new specialized engineering hires
  • OPTIMIZE: Implement sales efficiency program targeting 25% improvement in quota attainment through enhanced enablement and process
  • VERTICALIZE: Develop and launch industry-specific solutions for top 3 verticals with dedicated marketing and sales resources
  • PARTNERSHIP: Establish 5 strategic ISV partnerships for embedded analytics to create new revenue streams within 6 months
  • PROFITABILITY: Execute cost optimization program targeting break-even within 18 months through operating leverage and pricing optimization
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Overview

Domo Market

  • Founded: 2010 by Josh James after selling Omniture to Adobe
  • Market Share: 3.2% of business intelligence market
  • Customer Base: 2,000+ enterprise customers across 85 countries
  • Category:
    Business Intelligence, Analytics
  • Location: American Fork, Utah
  • Zip Code: 84003
  • Employees: Approximately 800
Competitors
Microsoft Power BI logo
Microsoft Power BI
Tableau logo
Tableau
Looker logo
Looker
Qlik logo
Qlik
ThoughtSpot logo
ThoughtSpot
Products & Services
No products or services data available
Distribution Channels
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Align the business model

Domo Business Model Canvas

Problem

  • Data silos preventing unified business view
  • Technical barriers to data-driven decisions
  • Excessive time required for reporting & analysis
  • Lack of mobile access to critical metrics
  • Inability to connect insights to actions quickly

Solution

  • End-to-end cloud platform connecting all data
  • Self-service analytics requiring no coding
  • Real-time dashboards and alerts on any device
  • Integrated workflow and collaboration tools
  • AI-powered insights and recommendations

Key Metrics

  • Annual recurring revenue growth rate
  • Net dollar retention rate
  • Customers with ARR >$100K
  • Gross margin percentage
  • Cash burn rate

Unique

  • End-to-end data pipeline to visualization
  • Speed of implementation (days vs months)
  • Self-service for business users without IT
  • Mobile-first design with full functionality
  • Embedded collaboration capabilities

Advantage

  • Proprietary Adrenaline data processing engine
  • 1,000+ pre-built data connectors
  • Patents on data visualization techniques
  • Cloud-native architecture built for scale
  • Domain expertise from 2,000+ implementations

Channels

  • Direct enterprise sales team by vertical
  • Partner reseller and implementation network
  • Self-service trials and digital onboarding
  • Customer success-driven expansion model
  • Developer community for custom solutions

Customer Segments

  • Enterprise (2,000+ employees)
  • Mid-market (250-2,000 employees)
  • Data-intensive industries (retail, finance)
  • Line-of-business decision makers
  • Data-driven executive teams

Costs

  • Cloud infrastructure (23% of revenue)
  • R&D engineering team (18% of revenue)
  • Sales and marketing (52% of revenue)
  • Customer success operations (12% of revenue)
  • G&A and corporate overhead (15% of revenue)
Domo logo
Overview

Domo Product Market Fit

1

Transform decisions with real-time data anywhere

2

Unify all data sources without technical expertise

3

Scale analytics to every role and department



Before State

  • Data siloed across multiple systems
  • Limited access to real-time insights
  • Weeks to generate custom reports
  • No mobile access to critical metrics
  • Technical expertise required for analysis

After State

  • All data connected in one platform
  • Self-service analytics for everyone
  • Real-time dashboards on any device
  • Data democratized across organization
  • Automated insights and alerts

Negative Impacts

  • Slow decision-making processes
  • Missed market opportunities
  • Resource-intensive reporting
  • Executive disconnect from operations
  • Data-driven culture impossible to achieve

Positive Outcomes

  • 63% faster decision-making cycles
  • 42% reduction in reporting costs
  • 87% improvement in data accessibility
  • 3.4x increase in data-informed decisions
  • 29% operational efficiency gains

Key Metrics

72% subscription revenue growth
120% net revenue retention
67% implementation within 30 days
2.8 million+ user queries daily

Requirements

  • Executive sponsorship
  • Data source connectivity
  • User adoption strategy
  • Clear KPI definition
  • Cross-functional alignment

Why Domo

  • Rapid implementation methodology
  • Data integration expertise
  • Custom dashboard creation
  • Role-based permission model
  • Mobile deployment

Domo Competitive Advantage

  • Single unified platform vs point solutions
  • No required technical expertise
  • Fastest time-to-value in industry
  • Unlimited scalability
  • Enterprise-grade security

Proof Points

  • 67% of customers see ROI within first year
  • 91% customer retention rate
  • 4.4/5 G2 Crowd rating from 800+ reviews
  • Gartner Magic Quadrant leader
  • 2,000+ enterprise customers
Domo logo
Overview

Domo Market Positioning

What You Do

  • Provide cloud-based business intelligence & data integration

Target Market

  • Business users and executives across all functions

Differentiation

  • End-to-end data integration to visualization
  • Mobile-first design
  • Quick time-to-value
  • No-code experience

Revenue Streams

  • Subscription licenses
  • Professional services
  • Training
  • Partner revenue sharing
Domo logo
Overview

Domo Operations and Technology

Company Operations
  • Organizational Structure: Functional with dedicated industry verticals
  • Supply Chain: AWS-based cloud infrastructure & proprietary tech
  • Tech Patents: 40+ patents in data processing & visualization
  • Website: https://www.domo.com
Top Clients
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Competitive forces

Domo Porter's Five Forces

Threat of New Entry

MODERATE - $50M+ funding needed for viable platform but continued influx of specialized AI-focused analytics startups targeting niches

Supplier Power

MODERATE - Reliance on AWS for cloud infrastructure (72% of costs) offset by potential migration options & multi-year contracts with rate locks

Buyer Power

MODERATE-HIGH - Enterprise buyers increasingly demanding price concessions & expanded capabilities due to macro conditions & competitive options

Threat of Substitution

HIGH - Spreadsheets remain viable alternative with 67% of businesses still using Excel for analytics; in-house development also common

Competitive Rivalry

HIGH - 47 vendors in Gartner Magic Quadrant including tech giants (Microsoft, Salesforce) and pure-plays with intense feature competition

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Drive AI transformation 5/13/25

Domo AI Strategy SWOT Analysis

To transform business management by connecting everyone with real-time data to become the operating system for business worldwide

Strengths

  • DATA: Massive proprietary data processing infrastructure handling 4B+ rows daily provides foundation for advanced AI model training
  • PLATFORM: Cloud-native architecture enables rapid deployment of AI capabilities without requiring customers to migrate or rebuild systems
  • INTEGRATIONS: 1,000+ pre-built data connectors provide immediate access to diverse data sources necessary for effective AI implementation
  • EXPERTISE: Data science team with 40+ PhDs specializing in machine learning provides competitive advantage in AI algorithm development
  • EXPERIENCE: Established NLP and ML features in current platform demonstrate proven capability to deliver AI solutions at enterprise scale

Weaknesses

  • INVESTMENT: Limited R&D budget ($52M annually) compared to larger competitors restricts pace of AI feature development and deployment
  • TALENT: Smaller AI/ML engineering team (45 specialists) compared to competitors' hundreds limits capacity for rapid innovation cycles
  • MESSAGING: Unclear AI differentiation in market positioning fails to capitalize on existing capabilities and limits customer awareness
  • PARTNERSHIPS: Lack of strategic AI technology partnerships results in having to build all capabilities in-house, slowing time-to-market
  • SPECIALIZATION: Generalized AI approach without industry-specific models limits effectiveness in vertical markets with unique requirements

Opportunities

  • AUTOMATION: Intelligent automation of data preparation and cleaning could reduce implementation time by 65% and expand addressable market
  • AUGMENTATION: AI-powered analytics assistants that generate insights from natural language queries addresses growing demand from 78% of buyers
  • PREDICTIVE: Advanced predictive analytics capabilities could increase average deal size by 40% by delivering higher business value
  • EMBEDDED: AI-powered embedded analytics presents opportunity to expand OEM partnerships by 35% with more compelling integration options
  • GENERATIVE: Integration of generative AI for natural language querying and automated dashboard creation addresses major user adoption barrier

Threats

  • HYPERSCALERS: Cloud providers (AWS, Azure, GCP) rapidly expanding their AI-powered analytics offerings leveraging their massive scale
  • SPECIALISTS: Pure-play AI analytics startups raising significant funding ($2.4B in 2022) to build purpose-built next-gen solutions
  • COMMODITIZATION: Basic AI capabilities becoming standard features across all analytics platforms, reducing differentiation potential
  • RESOURCES: Inability to match R&D spending of larger competitors (Microsoft's $25B+ annual AI investment) creates innovation gap risk
  • REGULATION: Evolving AI regulations around explainability and bias could require significant platform rearchitecting and compliance costs

Key Priorities

  • FOCUS: Prioritize development of generative AI capabilities for natural language interaction to differentiate platform and increase adoption
  • PARTNER: Establish strategic AI technology partnerships to accelerate capabilities development and offset investment limitations
  • VERTICALIZE: Develop industry-specific AI models for key verticals to combat specialists and deliver higher business value
  • AUTOMATE: Leverage AI to automate implementation and data preparation processes to improve profitability and time-to-value
Domo logo
5/13/25

Domo Financial Performance

Profit: -$79.9 million (FY 2023)
Market Cap: Approximately $530 million
Stock Symbol: DOMO
Annual Report: View Report
Debt: $105.3 million in convertible notes
ROI Impact: 67% customer reported ROI within 12 months

Domo Stock Chart

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