We did understand that there was an enterprise play to be had. So everything that we had learned of, like on-prem, multi-cloud, different ways of managing observability, audit logs, all these things that you need for enterprises, we had already either baked in or understood that that would be needed. So we prepared the product for that originally.
Great. You're also pretty amazing at just distribution in general and building a brand with developers, which is fascinating, right? Because that's one of the typical issues with very technical ventures. The people tend to be excellent and deeply thoughtful about product and technology, and then distribution comes as an afterthought. How did you become good at it, and what are some lessons you can share for technical builders?
I mean, it's all about, like, I probably sucked at all of that. Terrible, terrible. I was the worst. So let's take—there's so many ways to say how we did it. So one thing is, I think I very well understand humans at scale, like what the market wants and/or needs and/or feels. And so when you do that, it's like I did not know that inherently, but you sort of start learning that you understand humans. It's very hard for single humans, not so much, but more like larger masses.
Aggregate humans much better. So that's one thing. But the other thing is, I was super shy, geeky, whatever, as a child. And the stage fright, terrible, terrible. Like pitching my first startup, I would be so nervous. Like, if I had to talk on stage, five minutes before stage, I'd go to the restroom like 10 times, just under pressure of these things. And the thing that happened quasi-randomly is, with our first venture, Codeanywhere, we did pitch around all these conferences around the world and whatnot.
And it was such an interesting thing that I decided, like, with one of the founders of one of these conferences at the after-party, quite intoxicated probably. He's like, "Oh, do you want to do one in Croatia," where I was living at the time? And I'm like, "Fuck yeah, let's go do this." And so I go set this up, this conference. It's in Croatia. Two hundred and fifty people come, which was really big for us at the time. And I had hired an emcee that had bailed last minute.
And so there's no emcee. I have stage fright.
I have to go. And so I was literally the emcee for two days in a row, and you break stage fright. Like, you break it. You just have to do it. So what I'm trying to say, this is very different from the go-to-market, but it builds on—it's like, okay, now that I no longer have this stage fright, you start teaching, start understanding what interactions excite people, less excite people, how to bring people, and whatnot. And it's also a problem because when we said we're going to do a conference, I didn't understand what a conference was.
And so it's like, how do you break down what is a conference? Okay, a conference is entertainment first and foremost. And so you have the show. The show is the speakers. How do you get the speakers? And for the speakers, you have to sell the audience. Who is the audience? Who is coming there? How do you get them there? And then someone has to pay for everything. The audience does pay for tickets, but the vast majority is under sponsorships.
And then how do you sell that to sponsors? And so you break those things down, and then you start understanding incentives of all these different parties and you start putting that together. And so our go-to-market motion when we decided to do Daytona—and we did conferences for a decade, more or less. So you have iteration cycles of a year. Then we started doing two a year, then we started doing three a year, and then every conference got better because the iteration cycle was much faster. The feedback loop was much faster.
And then when we decided to do Daytona, our whole go-to-market strategy was originally around in-real-life events. And so we did dinners, meetups, drink-ups, hackathons, but all of them were simpler versions of conferences. And mind you, the conference that we had was like 4,000 people. So it's fairly big. It's not 100,000, but still fairly, fairly big. And I remember telling one of my teammates that works on the conference business with me now at Daytona, I'm like, "There's no way in hell I'm ever doing a conference, ever."
Not doing it. That's the most stressful job in the world. Never doing it again. Never. But we'll do these little things because it's easy. And then people would come up to us, "How do you guys do these events? How do you do these meetups?" Well, when you understand how to do a big conference, like what are the interested parties, then you know how to do a very small meetup. The same things apply. It's just quite a lot smaller, a lot easier to do.
And we ended up doing a bunch of these. They were all—we didn't sell, obviously; these events don't sell—but sold out in the sense of, like, there's no more space in the rooms that we were doing. We now attract partners that co-sponsor these events for us. Just a great motion for us. And then at some point, my colleague was like, "We have to do a conference." And I'm like, "No, we have to do it."
And so we ended up doing that in the Chase Center. We ended up doing the Chase Center in San Francisco two months ago. I think you were there as well. You helped out. And the whole—
Which was incredible, by the way. So when you think about marketing as an effort to make a company—I mean, create a brand and make a company look big and powerful—that was a masterclass in how to do that.
Thank you. But all of it, the entire GTM that we have, we have no other things that we do. Like Twitter is a go-to-market. We have zero salespeople and whatnot, but it is definitely—so the way I think about this, and I stole this from, or am paraphrasing it from, David from Sentry, is like there's basically three ways that people pick your product. And one is awareness. Do they even know you exist? If that doesn't happen, there's no way they can pick you.
Two is preference, which is the pricing, the brand, the person, the different features, whatever. It's preference. And the third thing is, is there a deterministic thing that you offer that no one else has? So the easiest example for the third one is, do you have FedRAMP, right? Do you have that certificate? If you have that, the customer can only use you and no one else. But the two above are quite interesting, which is, how do you make sure that everyone knows who you are?
And then you work on the preference. And so for me, I don't—it's not all I think about. A large part of what I think about is if all things were equal. So if our product is equal to everyone else's product, what is the differentiator to that? And so, one, can more people know about you than others? Is the branding there? Is the experience there? Experience is a nuance which some people don't think about, some people do think about, but it's like, do you prefer the feel of this product versus that product?