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Company > Atlassian: Business Model, SWOT Analysis, and Competitors 2023

Atlassian: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 06, 2023

Inside This Article


    Atlassian is a software company that provides collaboration and productivity tools for businesses. Their flagship product, Jira, is widely used by software development teams to manage projects and track issues. In this blog article, we will take a closer look at Atlassian's business model, conduct a SWOT analysis to identify its strengths, weaknesses, opportunities, and threats, and examine its primary competitors. We will also make predictions about Atlassian's future in 2023 and beyond.

    What you will learn:

    1. You will learn about the ownership of Atlassian, including its founders and current shareholders.
    2. You will understand Atlassian's mission statement and how it guides the company's decisions and actions.
    3. You will gain insight into Atlassian's business model and how it generates revenue, including its products and services. Additionally, you will learn about Atlassian's competitors and strengths and weaknesses through a SWOT analysis.

    Who owns Atlassian?

    Atlassian is a publicly-traded company, which means that its shares are owned by various individuals and organizations who have invested in the company. The company's initial public offering (IPO) was in December 2015, and it has been listed on the NASDAQ under the ticker symbol "TEAM" ever since.

    As of 2021, the largest shareholders of Atlassian are its co-founders, Mike Cannon-Brookes and Scott Farquhar, who each own around 30 million shares, accounting for approximately 10% of the company's total shares outstanding. Other major shareholders include institutional investors such as Vanguard Group, BlackRock, and Morgan Stanley.

    It's also worth noting that Atlassian has a unique ownership structure that gives its founders significant control over the company's decisions. The company has a dual-class share structure, which means that certain shareholders (including Cannon-Brookes and Farquhar) have more voting power than others. This structure allows the founders to maintain control over the company's direction and strategy, even as it grows and becomes more widely held.

    Overall, while Atlassian is technically a publicly-traded company, its ownership structure and major shareholders give its founders a significant degree of control and influence over its operations and future direction.

    What is the mission statement of Atlassian?

    Atlassian is a leading software company that specializes in creating tools for software developers and project management. Founded in 2002, the company has grown to become a global brand with a mission statement that centers around providing innovative and reliable solutions to help teams work together seamlessly.

    The mission statement of Atlassian is to unleash the potential of every team. The company believes that every team has the potential to achieve greatness, and their software tools are designed to help teams collaborate, communicate, and work smarter. Atlassian's mission is to empower teams to do their best work, by providing them with the tools they need to be productive, efficient, and effective.

    Atlassian's mission statement is reflected in the company's products. Their flagship product, Jira, is a powerful project management tool that helps teams plan, track, and release software projects. Confluence is another popular tool that helps teams collaborate and share knowledge, while Trello is a simple and flexible project management tool that makes it easy to organize and prioritize work.

    Atlassian's commitment to its mission statement goes beyond its products. The company is also dedicated to creating a positive workplace culture that supports and encourages teamwork. Atlassian believes that by fostering a culture of collaboration and respect, they can help teams achieve their full potential and make a positive impact in the world.

    In conclusion, Atlassian's mission statement is to unleash the potential of every team. The company's software tools are designed to help teams work together seamlessly, and their commitment to creating a positive workplace culture reflects their dedication to their mission. Whether you're a software developer or a project manager, Atlassian's tools can help you achieve your goals and do your best work.

    How does Atlassian make money?

    Atlassian is a software company that provides tools for software development, collaboration, and project management. They offer a range of products, including Jira, Confluence, Bitbucket, and Trello, among others. But how does Atlassian make money? Let's take a closer look.

    One of Atlassian's primary revenue streams is through selling licenses for their software products. Customers can purchase either perpetual licenses or subscription licenses, which allow them to use the software for a set period of time. Atlassian's licensing model is unique in that they offer a single price for unlimited users, which is attractive for larger organizations or teams.

    Another revenue stream for Atlassian is through their cloud-based offerings. Customers can choose to use Atlassian's products on the cloud, which provides the added benefit of easy accessibility, scalability, and flexibility. Atlassian offers various pricing tiers for their cloud-based products, depending on the number of users and features required.

    In addition to their software products, Atlassian also generates revenue through their marketplace, where third-party vendors can sell add-ons and integrations for Atlassian's products. Atlassian takes a commission on all sales made through the marketplace.

    Finally, Atlassian offers training, support, and consulting services to their customers. These services are designed to help customers get the most out of their Atlassian products and to ensure they are using them effectively.

    In summary, Atlassian generates revenue through software licenses, cloud-based offerings, a marketplace for third-party vendors, and training and support services. These revenue streams have helped Atlassian become a highly successful software company with a market cap of over $50 billion.

    Atlassian Business Model Canvas Explained

    Atlassian is a software company that provides enterprise-level collaboration and productivity tools for teams and organizations. The company has a unique business model that has helped it grow rapidly and become a leader in the industry. Let's take a closer look at Atlassian's business model canvas and how it works.

    Value Proposition

    Atlassian's value proposition revolves around providing teams with powerful tools that help them collaborate, communicate, and get work done more efficiently. The company's products are designed to be flexible, customizable, and scalable, making them suitable for a wide range of use cases and industries. Atlassian's products include Jira, Confluence, Bitbucket, and Trello, among others.

    Customer Segments

    Atlassian's customer segments include teams and organizations of all sizes, from small startups to large enterprises. The company's products are used by a diverse range of industries, including technology, finance, healthcare, education, and government.


    Atlassian's channels include a variety of digital and physical channels, including its website, social media, email marketing, events, and sales teams. The company also has a strong partner program, which helps it reach new customers and expand its market reach.

    Customer Relationships

    Atlassian's customer relationships are based on a self-service model, where customers can easily sign up for and use the company's products without the need for extensive support or training. The company also offers support through its website and community forums, as well as premium support options for larger organizations.

    Revenue Streams

    Atlassian's revenue streams come from the sale of its products and services, including subscriptions, licenses, and add-ons. The company also generates revenue through its partner program and marketplace, where third-party developers can sell their own apps and integrations.

    Key Resources

    Atlassian's key resources include its talented workforce, intellectual property, brand reputation, and partnerships with other companies and developers. The company invests heavily in research and development to improve its products and stay ahead of the competition.

    Key Activities

    Atlassian's key activities include product development, marketing and sales, customer support, and partnerships. The company also focuses on building a strong community of users and developers through its events and online forums.

    Key Partnerships

    Atlassian's key partnerships include other software vendors, developers, and consulting firms that help it expand its market reach and provide additional value to its customers. The company also has a strong partner program, which provides training, resources, and support to its partners.

    In conclusion, Atlassian's business model canvas is centered around providing teams with powerful collaboration and productivity tools that are flexible, customizable, and scalable. The company's self-service model, strong community, and partner program have helped it grow rapidly and become a leader in the industry. As Atlassian continues to expand its product offerings and market reach, it will be interesting to see how its business model evolves and adapts to new challenges and opportunities.

    Which companies are the competitors of Atlassian?

    Atlassian is a software company that provides tools and products for software developers and project managers. While Atlassian has a unique offering, it does have competitors in the market. Some of the major competitors of Atlassian are:

    1. Microsoft: With its popular product Microsoft Teams, Microsoft has become a major competitor for Atlassian. Teams offers similar features as Atlassian's products, including chat, video conferencing, and project management tools.

    2. GitHub: GitHub is a platform for developers to collaborate, share code, and manage projects. It is a popular alternative to Atlassian's Bitbucket, which is a code collaboration and version control tool.

    3. Asana: Asana is a project management tool that offers features similar to Atlassian's Jira. Asana is known for its user-friendly interface and its ability to integrate with other tools, making it a strong competitor for Jira.

    4. Trello: Trello is a project management tool that is similar to Atlassian's Trello. It offers a simple, visual way to manage projects and tasks, making it a popular choice for small teams and individuals.

    5. Slack: Slack is a communication tool that offers features similar to Atlassian's HipChat. Slack is known for its easy-to-use interface and its ability to integrate with other tools, making it a strong competitor for HipChat.

    While Atlassian faces competition from these companies, it has a strong market position due to its unique offering and loyal customer base. Atlassian's products are known for their flexibility, scalability, and ease of use, making them a popular choice for software developers and project managers alike.

    Atlassian SWOT Analysis

    Atlassian is a leading software company that provides a range of products and services to help teams collaborate, communicate, and work more efficiently. As with any business, Atlassian has its strengths, weaknesses, opportunities, and threats. In this section, we will conduct a SWOT analysis of Atlassian to gain a better understanding of the company's position in the market.


    1. Diverse product portfolio: Atlassian offers a broad range of products, including Jira, Confluence, Trello, Bitbucket, and more. This diverse portfolio allows the company to cater to a wide range of customer needs and preferences.

    2. Strong brand reputation: Atlassian is widely regarded as a leader in the software industry. The company has won numerous awards and has a loyal customer base that trusts its products and services.

    3. Focus on innovation: Atlassian is known for its innovative approach to software development. The company is constantly introducing new features and updates to its products to stay ahead of the competition.


    1. Limited market share: Despite its strong brand reputation, Atlassian's market share is relatively small compared to other software companies. This limits the company's growth potential and makes it vulnerable to market changes.

    2. Dependence on a few key products: While Atlassian offers a diverse product portfolio, a significant portion of its revenue comes from a few key products such as Jira and Confluence. This makes the company heavily dependent on these products' success.

    3. Limited customer support: Atlassian's customer support is primarily self-service, which can be a challenge for some users who need more personalized assistance.


    1. Expansion into new markets: Atlassian has the opportunity to expand its reach into new markets, such as healthcare and finance, by tailoring its products to meet their specific needs.

    2. Acquisitions: Atlassian can acquire smaller software companies to expand its product portfolio and increase its market share.

    3. Subscription-based revenue model: Atlassian can shift its revenue model to a subscription-based model, which would provide a more predictable revenue stream and increase customer loyalty.


    1. Competition: Atlassian faces stiff competition from other software companies such as Microsoft, Google, and Slack. These companies have significant market share and resources to invest in product development.

    2. Economic downturns: Economic downturns can have a significant impact on software companies' revenue, especially those that rely heavily on enterprise customers.

    3. Cybersecurity threats: As a software company, Atlassian is vulnerable to cyber attacks that could compromise its products and customer data.

    In conclusion, Atlassian has several strengths and opportunities that will help it grow and stay competitive in the market. However, the company also faces several threats and weaknesses that could hinder its success. By conducting a SWOT analysis and addressing these issues, Atlassian can better position itself for future growth and success.

    Key Takeaways

    Key takeaways from the blog post on Atlassian:

    • Atlassian is a publicly-traded company, meaning it is owned by shareholders who have purchased stock in the company.
    • Atlassian's mission statement is to "unleash the potential of every team," which reflects the company's focus on developing software tools that enable collaboration and productivity.
    • Atlassian primarily makes money through the sale of software licenses and subscriptions, although it also offers consulting and training services.
    • Atlassian's business model canvas includes key elements such as value proposition, customer segments, channels, key activities, and revenue streams.
    • Some of Atlassian's main competitors include Microsoft, GitHub, and GitLab, although the company has carved out a unique niche in the market with its suite of collaboration tools.
    • A SWOT analysis of Atlassian reveals the strengths of the company, such as its strong brand and loyal customer base, as well as potential weaknesses, such as dependence on a few key products and a limited product portfolio.


    In conclusion, Atlassian is owned by its co-founders, Scott Farquhar and Mike Cannon-Brookes. The company's mission statement is to unleash the potential of every team, and it achieves this by providing collaboration tools for software development teams. Atlassian makes money through its subscription-based model, where customers pay for access to its software products. Through its Business Model Canvas, Atlassian has established a value proposition that caters to the needs of software development teams. Its competitors include Microsoft, GitHub, and GitLab. Finally, Atlassian's SWOT analysis reveals that the company's strengths lie in its innovative products and strong brand reputation, while its weaknesses include its high reliance on a few products and lack of diversity in revenue streams. Despite this, Atlassian remains a formidable player in the software development industry and is poised for continued growth in the future.


    What is the business model of Atlassian?

    Atlassian's business model is based on subscription-based software and services. They offer a range of products such as Jira, Confluence, Bitbucket, Trello, and more. These products are available through a range of subscription plans, ranging from free to enterprise-level. The company also offers additional services such as training, consultation, and support on its products. Additionally, Atlassian offers cloud-based services, including hosted versions of their software.

    What is the 4 piece in SWOT analysis?

    The four pieces of a SWOT analysis are Strengths, Weaknesses, Opportunities, and Threats.

    What is Atlassian famous for?

    Atlassian is a software company famous for its collaboration and productivity tools such as Jira, Confluence, Bitbucket, Trello, and more. The company is best known for its project and issue tracking software, Jira, which is used by millions of teams around the world.

    Does Atlassian own Jira?

    Yes, Atlassian owns Jira.

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