Asana, software start-up from Facebook vets, launches paid version

April 24, 2012|By Jessica Guynn
  • Dustin Moskovitz, left, and Justin Rosenstein, founders of Asana, at their offices in San Francisco.
Dustin Moskovitz, left, and Justin Rosenstein, founders of Asana, at their… (Peter DaSilva / Los Angeles…)

SAN FRANCISCO -- Asana, the San Francisco start-up from Facebook co-founder Dustin Moskovitz, has launched a paid version of its productivity and collaboration tool geared to businesses.

The paid version has more features than the free version and is not limited to 30 users as the free version is. It’s a first step to take on entrenched players and young start-ups in the project management software market.

The paid version starts at $300 a month for up to 50 users. Teams of 30 can also upgrade to the paid version for $100 a month.

Some of the hottest companies in technology -- Airbnb, Twitter, and Foursquare -- are already using the software from Facebook veterans Moskovitz and Justin Rosenstein. Asana rolled out the software in November. Since then, the 23-employee company says people have created 10 million tasks in Asana and completed 4 million of them. The product is designed to help people work together more efficiently.

Rosenstein says customers report that Asana is "becoming the homepage for their work" and more of their work is migrating from email to Asana.

"We envision a future in which teams can coordinate their collective action perfectly, without effort," Rosenstein said.

Asana’s founders want to build a $100-billion company. They are newcomers to the competitive field of selling business software. But a new crop of online software companies that cater to enterprise, not to consumers, such as Splunk which makes software that companies use to search, analyze and monitor data on their networks, are hot with investors.


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