Data management software-as-a-service firm Redstor is planning a physical launch in the US within the next 12 months, its CEO Paul Evans has told CPI.
The former UK VAR has now pivoted to being a global software-as-a-service data management and protection firm .
Evans says that the company is used to evolving its business model as a means to expand.
The latest stage of growth is being dubbed ‘Coming to America', in line with the film.
Evans says the company has already laid the groundwork in three key strategies: MSPs, digital distributors, and online vendor marketplaces.
Firstly, when it comes to the company's MSP plan, the company intends to leverage its Redstor Marketplace: a self-service global portal for MSPs it launched nine months ago.
And Evans says he sees US MSPs, not US VARs, as being crucial to his ‘land and expand' efforts in the first year.
Landing and expanding with MSPs
"Our go to market strategy in the States is going to be through MSPs who embed our service as part of their own service," he said.
"I think in the sort of first 12 months or so of coming to America, it's going to be difficult for us to embed ourselves with value-added resellers. Because they take a lot of time to educate."
He added: "They have very large sales teams, but their sales teams have a lot of choice. And they will always, dare I say it, sell the thing that's right under their nose.
"Every time you go and see them, they're going to sell your stuff. And every time you leave the room, they're selling someone else's stuff.
"Our strategy then is to actually bypass value-added resellers in America and to get to MSPs to address America in the next generation way."
Secondly, Redstor has partnered with a digital distributor in the US, AppSmart.
"AppSmart sells in a different way [to traditional distribution]. They have lots of agencies and partners who are online, and transact with them online. We're on the AppSmart catalogue, which for us is our digital distribution platform into the States," he said.
"We want to work with the new digital distributors because they have the people who understand supplying products which have been made for the channel in a digital way, not in the old traditional way."
Thirdly, Evans is putting emphasis on the company's solution being "purposely built" for success in vendor marketplaces.
"It has to be. That's the trick. There's no point going on a marketplace if you have a solution, which is designed in the old way. It needs to be designed to be able to be fulfilled through a digital marketplace simply and easily. How do people consume your product? Is the pricing simple and easy so that they can digest that product? Do they have self-service marketing collateral which they can roll out to their customers where you've done the heavy lifting for them? Will they get rich margins so that you don't specify the end user pricing to customers?
"We're thinking about the total partner experience in this way."
Redirecting South African sales assets
Evans also pointed to early gains in the US market made by staff in his UK and South African offices over the last year.
He said that much of the impetus behind this was a significant slowdown in business in the South African market due to COVID-19.
"During the pandemic, we were given an opportunity to reimagine the business.
"We have an Operation Centre in Johannesburg and our Development Centre in Cape Town. And we had a sales marketing team in South Africa, who suffered a lot during the pandemic, actually.
"It was very hard in South Africa. So, what we did was we freed up a few key members of our sales team to start selling into America, supported by the UK sales team as well."
Evans points to that decision as being behind the win of a large US end user that has helped raise the profile of Redstor in the North American market, against its larger, more well-known rivals.
"It's a large organisation with offices throughout the whole of the States, and in Europe. And they selected Redstor against the likes of Cohesity, and Rubrik - who are our biggest competitors."
When sharing his international ambitions, Evans laid out the current state of play of Redstor's top line.
Around 75-76 per cent of revenues continue to be derived from the UK, 20 per cent from South Africa, and other markets in Africa. And five per cent from the rest of the world, including the US.
And it's that last segment that Evans intends to grow with his impending US physical launch.
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