Product Direction - Fulfillment - Purchase

The following page may contain information related to upcoming products, features and functionality. It is important to note that the information presented is for informational purposes only, so please do not rely on the information for purchasing or planning purposes. Just like with all projects, the items mentioned on the page are subject to change or delay, and the development, release, and timing of any products, features or functionality remain at the sole discretion of GitLab Inc.

Fulfillment: Purchase Overview

Purchase, a Fulfillment subgroup, is responsible for our primary e-commerce experience, with the goal of increasing the number of first-orders we receive through our self-service purchase flow and in turn, reducing the need for a GitLab team member to manually intervene. The team is also temporarily overseeing work related to seat cost management: seat usage visibility, billable users calculation, and seat limits.

Vision, Mission, Strategy, and Outcomes

	What does it mean?	What does it look like for the Purchase group?
Mission	Our problem space: what is the mountain we're trying to climb?	Purchasing and understanding seat usage GitLab online should be flexible, asynchronous enabled, and transparent.
Vision	Our solution concept: what will it look like at the top of the mountain?	Provide a simple, easy-to-use, and reliable purchase experience: we get out of customers' way and get them back to quickly adopting GitLab.
Strategy	How we'll do it: what is the route we'll take up the mountain?	1. Enable pricing and packaging innovation at GitLab: Ensure our purchasing & seat usage functionality supports P&P innovations. 2. Minimize our Footprint: What can we consolidate? What features and flows should we stop supporting? 3. Improve Existing Experience: What have customers, sales, and support told us are the problems with our existing experience? 4. Become a Human: What are the gaps between our online purchasing experience and our direct channel? What features bring us to parity? Note: this does not mean we will build everything that a human can do. 5. Business Necessary Support: Additionally, due to the nature of building global commerce functionality, our team will also need to support compliance, legal, and tax related efforts to safeguard revenue and meet regulations.
Outcomes	How we'll know we've achieved our vision: what signs tell us we've reached the top of the mountain?	Find our previous performance indicators here.

Feature Overview and Maturity

What features is the Purchase group responsible for and how mature are they?

Legend:

🙂 Minimal: Available and works for a small number of use cases. Some transparency for internal teams.
😊 Viable: Available and works for majority of use cases. Some transparency for internal teams.
😁 Complete: Fully functional for all eligible use cases. Full transparency for internal teams.
😍 Lovable: Glowing review from external and internal users.

Category	Feature	Maturity	Description
Purchase	SM Web-Direct First Order	😊 Viable	First time purchases for our Self-Managed seats. Currently takes place on customers.gitlab.com.
Purchase	SaaS Web-Direct First Order	😊 Viable	First time purchases for our SaaS seats. Currently takes place on gitlab.com.
Purchase	Purchase compute minutes	😊 Viable	All (first time, add-on) for compute minutes. Currently takes place on gitlab.com for group namespaces, and on customers.gitlab.com for personal namespaces.
Purchase	Purchase Storage	😊 Viable	All (first time, add-on) for Storage. Currently takes place on customers.gitlab.com and gitlab.com.
Purchase	Community Programs - sign up	😊 Viable	Complimentary subscriptions to GitLab Ultimate for program participants.
Seat Cost Management	Seat Usage Visibility	😊 Viable	Customers understand how many seats are being used and by whom
Seat Cost Management	Billable Users Calculation	🙂 Minimal	Customers understand how many billable seats are being used, by whom, and when they are being used
Seat Cost Management	Seat Limits	😊 Viable	Customers understand if they are within the user limits threshold and how to take action (remove, add more, set seat limits)

Opportunities

Sensing Mechanisms

What is informing the pain points we are trying to solve and the resulting roadmap?

See the purchase team's sensing mechanisms here.

Opportunity Mapping

Learn more about opportunity mapping here.

Desired Outcome: achieve purchase vision of providing a simple, easy-to-use, and reliable purchase experience:
we get out of customers' way and get them back to quickly adopting GitLab that drives our performance indicators.

graph TD A(Desired Outcome) A --> B(Where: Purchasing from GitLab occurs in one spot making it simple.) B --> D(I don't have to go to multiple spots
to do my purchasing or subscription management jobs.) D---H(Solution: Consolidating purchasing to 1 experience) B --> E(I understand at what GitLab
hierarchy my purchase is occuring.) E---I(Solution: Deprecate purchasing for non-group hierarchies)

graph TD A(Desired Outcome) A --> C(How: Purchasing from GitLab is easy-to-use and reliable.) C --> F(Reliable: I don't run into errors when purchasing.) F---J(Solution: Increase Compute Minutes/Storage purchase reliability) J---M(Solution: Enable 3DS for international purchases
to avoid banks blocking purchases) C --> G(Easy-to-use: Purchases are context enabled of where I am) G---K(Solution: Require fields for certain countries making purchases
to enable sanctions screening to allow for purchases) K---L(Solution: Make purchase flows less US-centric) L---N(Solution: Enable address verification and VAT collection)

graph TD A(Desired Outcome) A --> O(Unrestrained: We get out of customers' ways) O --> P(I don't have limited payment options) P---R(Solution: Enable additional payment types) O --> Q(I am able to take advantage of pricing offers) Q---S(Solution: Enable additional discounting iterations)

1-year Plan

Where are we focused over the next 12 months to make meaningful steps towards achieving our vision and increasing feature maturity?

1-year Vision

In a year from now, we hope to have:

Support the evolution of our new product offerings to ensure they can be monetized online

Roadmap

What are we building this quarter?

FY'24 Q3 OKRs (Not Public)

Legend

Type:
- 💪 Strategic: Work that executes upon our strategy and drives our outcomes to achieve our vision
- 🙌 Business Supporting: Work doesn't necessarily map to our strategy but is business necessary.

What is the work to do?	Type	What strategy are we envoking?	What feature(s) will this work help mature?	What outcomes will this work impact?
Enable pricing & packaging advancements	💪	Strategic to support monetization of our product	1. Purchase add-ons	Add-on purchases

Possible Future Opportunities

What other work are we considering to include in our roadmap but is not yet planned?

FY24 Fulfillment Plans & Prioritization (Not Public)

What is the work to do?	Why are we considering it?
1st iteration of seat usage tracking and reporing	Improve existing experience via fixing our biggest pain point of our support team resulting in a decrease support tickets related to max seat users
Support '3D Secure' (3DS) authentication for credit card payments from India and Europe	Improve existing experience via fixing our biggest pain point of our support team
Minimize unecessary purchase flows for personal namespaces	Minimize our footprint via ending supporting to low utilized flows while increasing maturity for compute minutes / Storage
2nd iteration of online discounting	Become a Human via enhancing online discounting functionality
Address Validation	Business necessary support: Safeguard revenue through implementing compliance measures
VAT	Business necessary support: Safeguard revenue through implementing compliance measures
Consolidate purchase flows from 2 (CustomersDot and gitlab.com) to 1	Minimize our footprint via not having to maintain purchasing flows on GitLab.com and CustomersDot an allowing us to increase developer productivity
Evaluate Purchase Flows for Global Inclusiveness	Improve existing experience In order to make our experience less US-centric
Support additional payment types	Become a Human via allowing for multiple payment methods; something that can only be achieved via the direct/partner channel today

This Year's Prior Work

What was the work to do?	Type	What strategy did we envoke?	What feature(s) did this work help mature?	What outcomes did this work impact?
Enable online discounting	💪	Become a Human via allowing for online discounting; something that can only be achieved via the direct/partner channel today	SaaS Web-Direct First Order	Increase count of SMB FO transactions through self-service
Unify naming conventions for compute purchase flows	🙌	Business necessary support to support monetization of our product	SaaS Compute Minutes	N/A

Work We're Not Doing

Become a Human: list of functionality that non-online channels offer that we do not plan on building. List may not be exhaustive.

Custom terms
Multi-year deals

Key Links

Roadmap
- FY'24 Q3 OKRs (Not Public)
- We also have Fulfillment FY24 Plans and Prioritization (Not Public), that internal team members can reference to track all planned initiatives by theme.
Internal Handbook Page
Prior Performance Indicators
Purchase flow documentation can be found here.