Can StorageCraft Stand Out In Disaster Recovery Market?
No doubt, the disaster recovery market is filled with vendors trying to engage VARs and managed services providers. So how does a company like StorageCraft Technology Corp. hope to stand out from the crowd? We went searching for answers and here’s what we learned.
Let’s rewind to the beginning. In 2004, StorageCraft, Inc. – a company that, at the time, primarily focused on open file management technology – merged with ShadowStor, Inc., provider of security, disaster recovery and data protection solutions for servers and PC’s. The two became what we know today as StorageCraft Technology Corporation.
What makes StorageCraft unique, says VP of Sales Mike Kunz (pictured, left), is that its customers can sift through products and pick and choose exactly what they want. “We provide a low-risk opportunity because they [the customers] only pay for what they use. And if they need help understanding how to use our products, we will provide the necessary training. Our greatest value to an MSP is that we can provide a lot of service through a single product.”
Kunz has been with the company since the 2004 merger and has watched StorageCraft grow both in product development and in raw number of employees.
In fact, the number of StorageCraft employees has doubled within the past year thanks in large part to some of the company’s key 2010 achievements: the creation of a training team, the boosting of channel connections from four to 11 members and increasing the company’s MSP sales –something that StorageCraft Director of Public Relations Laura Shafer (pictured, right) says goes hand-in-hand with the company’s channel relationships.
“We do sell direct, but we prefer to sell indirect and consequently more than 95 percent of our sales are through the channel,” said Shafer, who added that StorageCraft also sells its products through a company web store.
Those sales are primarily to home users who are buying ShadowProtect Desktop – a Windows drive image, backup and disaster recovery software platform. Other than companies that specifically request to buy directly from StorageCraft, the company’s business sales are made through the channel. “We greatly appreciate and value our channel partnerships,” she said.
Despite the company’s Draper, Utah headquarters, StorageCraft does most of its business outside the United States, in conjunction with many of its technology partners, including Zenith Infotech, eFolder, LabTech, VMWare, Doyenz, Symform and Microsoft. Some of its main sales deals are done in Australia, New Zealand and Germany. “By next year, we plan to do 50 percent of our business in the U.S. and 50 percent abroad,” said Kunz.
As for further company goals in the coming years? Kunz says StorageCraft wants to focus on creating an even greater channel presence and further increase its MSP-centric revenue by the second quarter of FY 2011. According to Kunz, StorageCraft also plans to focus heavily on “making improvements to products to meet the market needs.”
To that end, the company actively solicits feedback from its customers to find out what’s working for them and what’s not. As their needs change, StorageCraft plans to adjust.
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