Business Model Canvas — Observability SaaS
Self-serve observability tool sold to small platform teams, weighing 640 seats and 240 TB of monthly ingest against a payroll-heavy cost base, with the reseller channel and the marketplace listing marked as still untested.
Make it your own.
title "Kestrel — observability for small platform teams"
layout bmc
currency GBP
segments: "Platform teams of 3-15 engineers" !, "Series A/B SaaS running Kubernetes" !, "Solo SREs inside agencies" ?
value: "Traces, logs and metrics on one predictable bill" !, "Useful dashboards on day one, not day thirty" !, "No per-host surprise at renewal" !
channels: "Organic search on our-Datadog-bill-tripled" !, "Sponsored CNCF newsletter slots" !, "Cloud marketplace private offers" ?
relationships: "Self-serve below 20 seats, no sales call" !, "Shared Slack Connect above 20 seats" !, "Community Discord for the open collectors" ?
revenue: "Team plan 29/seat/mo x 640" !, "Ingest overage 0.18/GB x 240k/mo" !, "Annual prepay at 15% discount" // no period yet
resources: "OpenTelemetry-native ingest pipeline" !, "Columnar store tuned for 30-day retention" !, "The founders' SRE blog and its mailing list" !
activities: "Collector and SDK maintenance" !, "Per-account cost-model tuning" !, "Weekly reliability digest generation" ?
partners: "AWS and GCP marketplace listings" !, "OpenTelemetry upstream working groups" !, "Boutique SRE consultancies as resellers" ?
costs: "Object storage and egress 26k/mo" !, "Engineering payroll 780k/yr" !, "Design retainer 6k/mo" !, "Marketplace fee 4% of listed revenue"