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EMAILED ON January 11, 2017 BY THE HUSTLE

Atlassian just bought a $425m bulletin board

The company, which owns a slew of business productivity and communication apps, just shelled out 7.7% of its total market value to acquire Trello, a cloud-based project management app.

Trello’s software isn’t exactly reinventing the wheel. It’s essentially a bulletin board that allows teams to assign and segment project tasks into “to do,” “doing,” and “done” (as explained by Jared in “Silicon Valley”).

Actually, it’s not even the most popular project management app on the market, it’s fourth, according to Product Management Zone.

But apparently it’s not a popularity contest

Atlassian still feels it bought Trello on the low end of its trajectory, given Trello’s impressive growth rate (from 4.5m to 19m users in the past two years).

So, although Atlassian’s most successful software, JIRA, does almost the same thing with a few more bells and whistles, Atlassian co-founder Mike Cannon-Brookes says Trello is more than meets the eye.

So what are we not seeing?

These days we’re way less willing to play around with software to make it work for us — we just expect it to work.

Trello has seized this opportunity to differentiate themselves by building a simple, user-friendly platform in a software space dominated by highly technical solutions.

This, in turn, has gained them surprising customer loyalty for a B2B company among technical and non-technical project teams alike.

And, Trello doesn’t need to be a breakout star…

It just needs to be a good supporting actor for Atlassian’s other products, and help it reach its goal of 100m monthly active users.

Trello’s platform can easily integrate with the company’s other apps to help them expand their user reach, and hopefully corner the business collaboration software market, which is expected to double to over $28b in 2020.

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