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Honeycomb
Redefining software engineering through observability
2023

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© 2023 Hound Technology, Inc. All Rights Reserved.
Honeycomb is the observability category king
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4 years and counting
of 2x+ growth
Debuted as a Leader
in 2022 Gartner®
Magic Quadrant™
177% at Year 1
255% at Year 2
NRR:

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© 2023 Hound Technology, Inc. All Rights Reserved. 3
Today’s cloud-native world is painfully complex
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Then Now

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© 2023 Hound Technology, Inc. All Rights Reserved. 4
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Built for the future,
ready for mass
market adoption
Cloud adoption
K8s / Container Orchestration
Serverless Functions
2023
Microservices
Service Mesh
SRE / Customer-first Engineering
Platform Engineering
Honeycomb Founded
+
Scalably collect
billions of traces
with rich metadata.
Instrument once,
analyze anywhere
Quickly analyze,
visualize, and detect
patterns across billions
of traces

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© 2023 Hound Technology, Inc. All Rights Reserved.
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2022 was the year of observability
OpenTelemetry:
#2 most active project in CNCF

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“Out of the box”
insufficient
Too low level
Too high level
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Logging
Monitoring APM
Observability
Honeycomb uniquely built
for this future
Observability reflects a fundamental
shift in how we operate software.
“How is my software doing, for
whom does it suck, and why?”
Observability is a
category unto itself

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© 2023 Hound Technology, Inc. All Rights Reserved. 7
IoT
Streaming media
Marketplaces
Healthcare
Dev tools
Travel/logistics
Gaming
Ecommerce
CRM/CDP
Fintech
Collaboration
Demand for Honeycomb is universal
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© 2023 Hound Technology, Inc. All Rights Reserved. 8
IoT
Streaming media
Marketplaces
Healthcare
Dev tools
Travel/logistics
Gaming
Ecommerce
CRM/CDP
Fintech
Collaboration
Appeal bridges innovators and mainstream
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© 2023 Hound Technology, Inc. All Rights Reserved. 9
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Slow: Optimized for storage, not query speed at scale
Honeycomb has eaten traditional tooling
Fast: Critical for real-time response
Rigid: Predefined or
controlled schemas
Flexible: Support for
high-cardinality data and
complex queries
Observability
Logging
Traditional APM
Monitoring

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© 2023 Hound Technology, Inc. All Rights Reserved.
Goal: Support cloud migration, improved customer experience
Results:
● Lowered MTTR in the midst of (multi-)cloud migration
● Reversed trend in reputational impact as availability improved
● Adoption of SLOs enabled burn alert to trigger remediation ahead of any customer
impact
● Reduced TCO by displacing Splunk and AppDynamics
Honeycomb differentiators:
● Leaders in the vendor-neutral OpenTelemetry movement
● Service Level Objectives (SLOs) map business needs to engineering
Outcomes
● BubbleUp to quickly identify and explore outliers
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Vanguard migrated with clarity, lowered TCO
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© 2023 Hound Technology, Inc. All Rights Reserved.
Introduced
tracing
Moved beyond
structured logs
Land: $xxx
Adopted by small
group of engineers
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What now seems inevitable started with Honeycomb challenging the impossible
We deliver the future at [redacted]
I can’t and don’t want to remember
a time before Honeycomb. It is now
an integral part of the process and
toolkit for troubleshooting any really
tricky problem.
— VP Engineering
💡 High
cardinality data
Engineering needed
Customer ID to
understand their
service
Culture of
observability
Moving off
Datadog APM
Today:
$xxx ARR
Future growth
very likely
GitHub issues mentioning
Honeycomb
2016 2023
2017 2018 2019 2020 2021 2022
“

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Company and GTM

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© 2023 Hound Technology, Inc. All Rights Reserved. 13
MARKET EDUCATION /
AWARENESS
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GTM: Individuals try, teams buy
Build developer groundswell
Self-serve POC for larger orgs
High-touch POC, guided eval
Annual contracts
FREE / PRO ENTERPRISE
EXPANSION
53% of
sales-led ARR
47% of
sales-led ARR
ARR data for new enterprise logos in 2022.

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© 2023 Hound Technology, Inc. All Rights Reserved. 14
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2022 in Gaming: +161% ARR YoY, +116% logo YoY
IoT
Streaming media
Marketplaces
Healthcare
Dev tools
Travel/logistics
Gaming
Ecommerce
CRM/CDP
Fintech
Collaboration

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Going forward

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© 2023 Hound Technology, Inc. All Rights Reserved. 16
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Extensive experience building for tech teams
Christine Yen
CEO / Co-founder
Jenny Cristobal
VP People
Jeff Gray
COO
Charity Majors
CTO / Co-founder
Emily Nakashima
VP Engineering
Megan Gleason
VP Product
Manny Alves
VP Customer Success
Jo Ann Sanders
VP Marketing
Liz Fong-Jones
Field CTO

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© 2023 Hound Technology, Inc. All Rights Reserved. 17
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Next: Category king + enduring company
$97M raised to date
$xxx cash on hand $50M+ round
● Get to IPO readiness
○ Cash into 2026
○ $xxx+ ARR
○ Option to pivot to cash-flow neutral or invest to accelerate growth
● Become ubiquitous: geos, alliances, channels
● Execute on product strategy: drive displacement of incumbents and expand our natural
user base

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We make the impossible, possible