Nov
01
2018
--

Asana launches $19.99 Business tier to help managers handle multiple projects

Asana, the platform where people can create and track the progress of work projects, made its name originally as a place where individuals and smaller teams can create and track the progress of a specific project. Now, as the startup courts bigger organizations among its 50,000 paying organizations and millions of (paying and free) users globally, it is adding another tier for enterprises that are using Asana for multiple projects: Asana Business, priced at $19.95 per user, per month.

Aimed primarily at teams that have managers or executives overseeing multiple projects simultaneously — sometimes in the thousands for a single organization — the idea is that Business will have extra features to help designated people handle and triage that workload more effectively.

Asana co-founder and CEO Dustin Moskovitz

“Our role is to help leaders understand where their attention can be most useful and what to be focused on,” Dustin Moskovitz, pictured, the co-founder and CEO of Asana, said to me in an interview recently.

That focus on executives and managers is one part of the company’s bigger vision of where it sees its own place in the range of productivity tools that a business might use, alongside other areas like efficient storage (à la Dropbox, Box or another cloud-based service) or communication (e.g. Slack, Workplace, Teams, etc.).

Asana is also not alone in its category; other alternatives include Airtable, Write, Trello and Basecamp, another reason the company is on the path to continue innovating and finding ways to make its service more sticky.

The new Asana Business tier includes a couple of specific new tools that will differentiate it from Teams (Asana’s $9.99/user/month tier for groups of more than five) and Enterprise (the tier that you need to speak to an account manager to determine pricing). In all cases, the pricing is based on buying an annual subscription: prices are higher if you pay by the month.

The first, Portfolio, will give a manager a way of viewing what everyone in an organization is working on in Asana — a “mission control” that provides a single view of what is going on, which can be useful for figuring out more big-picture progress or to oversee a larger project that has multiple streams of work within it.

Alongside that, it’s also soon going to launch another feature in Business called Workloads, which will let managers then assign people to projects or redeploy them, based on what they are seeing progress through the Portfolios tool.

The two features, Asana hopes, will mean that organizations will not only get better insights into their current projects on the platform, but might be enticed to buy into using it for more of them. Alex Hood, the company’s head of product (who joined a year ago after many years at Intuit), noted that it’s something that companies had already been trying to address themselves to some degree. “We’ve seen customers hack solutions together,” he said. So, it seemed like time to make it into a more formal tool, Hood said.

The company’s move to add another tier to generate more revenue comes on the heels of Asana raising $75 million on a $900 million valuation earlier this year — money that Moskovitz told TechCrunch is still largely in the bank.

“We’re not yet profitable, but we’re rapidly approaching it,” he said, describing Asana to me as a “high-volume SaaS business, very efficient and very successful.” The company is not in sight of an IPO, he added, but it seems that it is just getting started on what more it might add to the platform to make it more sticky and useful to the average business user. 

Key on that roadmap, Hood said, is the use of more machine learning and other artificial intelligence tools in the creation of new features — something that the company first introduced through Timeline, introduced in March, which knits together different project threads to start creating a bigger overview of what is going on.

One new feature that Asana is working on is a way to highlight when projects might not be going to plan, or that there are areas that have yet to be addressed — and then suggest ways of helping to fix things through the redeployment of people.

Another area that Asana is exploring is how to use AI to match people better to projects. Hood said that it’s now working on a system that might be able to suggest where an employee or team member might get assigned — for example, using the profile of a person that invited you into a team as an indicator of where you might be working.

Mar
30
2018
--

Asana introduces Timeline, lays groundwork for AI-based monitoring as the “team brain” for productivity

When workflow management platform Asana announced a $75 million round of funding in January led by former Vice President Al Gore’s Generation Investment Management, the startup didn’t give much of an indication of what it planned to do with the money, or what it was that won over investors to a new $900 million valuation (a figure we’ve now confirmed with the company).

Now, Asana is taking off the wraps on the next phase of its strategy. This week, the company announced a new feature it’s calling Timeline — composite, visual, and interactive maps of the various projects assigned to different people within a team, giving the group a wider view of all the work that needs to be completed, and how the projects fit together, mapped out in a timeline format.

Timeline is a new premium product: Asana’s 35,000 paying users will be able to access it for no extra charge. Those who are among Asana’s millions of free users will have to upgrade to the premium tier to access it.

The Timeline that Asana is making is intended to be used in scenarios like product launches, marketing campaigns and event planning, and it’s not a matter of a new piece of software where you have to duplicate work, but each project automatically becomes a new segment on a team’s Timeline. Viewing projects through the Timeline allows users to identify if different segments are overlapping and adjust them accordingly.

Perhaps one of the most interesting aspects of the Timeline, however, is that it’s the first instalment of a bigger strategy that Asana plans to tackle over the next year to supercharge and evolve its service, making it the go-to platform for helping keep you focused on work, when you’re at work.

While Asana started out as a place where people go to manage the progress of projects, its ambition going forward is to become a platform that, with a machine-learning engine at the back end, will aim to manage a team’s and a company’s wider productivity and workload, regardless of whether they are actively in the Asana app or not.

“The long term vision is to marry computer intelligence with human intelligence to run entire companies,” Asana co-founder Justin Rosenstein said in an interview. “This is the vision that got investors excited.”

The bigger product — the name has not been revealed — will include a number of different features. Some that Rosenstein has let me see in preview include the ability for people to have conversations about specific projects — think messaging channels but less dynamic and more contained. And it seems that Asana also has designs to move into the area of employee monitoring: it has also been working on a widget of sorts that installs on your computer and watches you work, with the aim of making you more efficient.

“Asana becomes a team brain to keep everyone focused,” said Rosenstein.

Given that Asana’s two co-founders, Dustin Moskovitz and Rosenstein, previously had close ties to Facebook — Moskovitz as a co-founder and Rosenstein as its early engineering lead — you might wonder if Timeline and the rest of its new company productivity engine might be bringing more social elements to the table (or desk, as the case may be).

In fact, it’s quite the opposite.

Rosenstein may have to his credit the creation of the “like” button and other iconic parts of the world’s biggest social network, but he has in more recent times become a very outspoken critic of the distracting effects of services like Facebook’s. It’s part of a bigger trend hitting Silicon Valley, where a number of leading players have, in a wave of mea culpa, turned against some of the bigger innovations particularly in social media.

Some have even clubbed together to form a new organization called the Center for Humane Technology, whose motto is “Reversing the digital attention crisis and realigning technology with humanity’s best interests.” Rosenstein is an advisor, although when I tried to raise the issue of the backlash that has hit Facebook on multiple fronts, he responded pretty flatly, “It’s not something I want to talk about right now.” (That’s what keeping focussed is all about, I guess.)

Asana, essentially, is taking the belief that social can become counterproductive when you have to get something done, and applying it to the enterprise environment.

This is an interesting twist, given that one of the bigger themes in enterprise IT over the last several years has been how to turn business apps and software more “social” — tapping into some of the mechanics and popularity of social networking to encourage employees to collaborate and communicate more with each other even when (as is often the case) they are not in the same physical space.

But social working might not be for everyone, all the time. Slack, the wildly popular workplace chat platform that interconnects users with each other and just about every enterprise and business app, is notable for producing “a gazillion notifications”, in Rosenstein’s words, leading to distraction from actually getting things done. “I’m not saying services like Slack can’t be useful,” he explained. (Slack is also an integration partner of Asana’s.) “But companies are realising that, to collaborate effectively, they need more than communication. They need content and work management. I think that Slack has a lot of useful purposes but I don’t know if all of it is good all the time.”

The “team brain” role that Asana envisions may be all about boosting productivity by learning about you and reducing distraction — you will get alerts, but you (and presumably the brain) prioritise which ones you get, if any at all — but interestingly it has kept another feature characteristic of a lot of social networking services: amassing data about your activities and using that to optimise engagement. As Rosenstein described it, Asana will soon be able to track what you are working on, and how you work on it, to figure out your working patterns.

The idea is that, by using machine learning algorithms, you can learn what a person does quickly, and what might take longer, to help plan that person’s tasks better, and ultimately make that person more productive. Eventually, the system will be able to suggest to you what you should be working on and when.

All of that might sound like music to managers’ ears, but for some, employee monitoring programs sound a little alarming for how closely they monitor your every move. Given the recent wave of attention that social media services have had for all the data they collect, it will be interesting to see how enterprise services like this get adopted and viewed. It’s also not at all clear how these sorts of programs will sit in respect of new directives like GDPR in Europe, which put into place a new set of rules for how any provider of an internet service needs to inform users of how their data is used, and any data collecting needs to have a clear business purpose.

Still, with clearly a different aim in mind — helping you work better — the end could justify the means for some, not just for bosses, but for people who might feel overwhelmed with what is on their work plate every day. “When you come in in the morning, you might have a list [many things] to do today,” Rosenstein said. “We take over your desktop to show the one thing you need to do.”

Sep
15
2016
--

Task management app Asana takes on the spreadsheet with ‘custom fields’

asana Asana — the enterprise SaaS business started by Facebook co-founder Dustin Moskovitz and early Facebook employee Justin Rosenstein — has made a name for itself as a workflow and task management app that aims to help teams be more productive by making it much easier to figure out what needs to get done. But today, the company is taking the wraps off a new service that will… Read More

Mar
30
2016
--

Task management app Asana raises $50M at a $600M valuation led by YC’s Sam Altman

Asana-main-product-image Asana, an enterprise app that lets people set and track projects and other goals, has hit a goal of its own: today, the company is announcing that it has raised $50 million. The Series C round — led by Y-Combinator’s Sam Altman — values the company at $600 million, the company tells me. As a bit of context, Asana last raised $28 million in 2012; that Series B was at a… Read More

Sep
30
2015
--

Asana Debuts New Version Of Its Collab Software, Claims 140K Companies Use Its Service

justin-rosenstein-asana This morning at Asana’s San Francisco headquarters, the startup announced a new version of its product, a new brand — logo — and, happily, some metrics about its growth. As you will recall, the startup picked up a new Head of Business from Google on Monday, announcing at the same time that it has expanded its revenue by 230 percent over the past year. Growth Asana announced… Read More

Jul
29
2014
--

Asana Doubles Down On Mobile, Releases New iOS App

Screen Shot 2014-07-29 at 8.36.00 AM Asana, a company that provides collaboration tools to corporations and groups, today released a unified iOS application for iPhone and iPad. As other companies have in recent quarters, Asana built its new iOS app using native code. (The app is due to land in the app store at any moment, so if you don’t see it in the App Store, hang tight.) The firm has an Android app similar to its new… Read More

Powered by WordPress | Theme: Aeros 2.0 by TheBuckmaker.com