Asana, Inc. (ASAN): Modelo de Negócios Canvas [Jan-2025 Atualizado]

No mundo dinâmico do software de gerenciamento de trabalho, o Asana emergiu como uma plataforma transformadora que revoluciona como as equipes colaboram e executam projetos. Ao misturar perfeitamente o design intuitivo com poderosa automação de fluxo de trabalho, a Asana criou um modelo de negócios que aborda os complexos desafios de comunicação enfrentados pelas organizações modernas. De pequenas equipes criativas a ambientes corporativos, sua abordagem estratégica aproveita a tecnologia de ponta e as soluções centradas no usuário para redefinir a produtividade e a coordenação da equipe no espaço de trabalho digital.

Asana, Inc. (ASAN) - Modelo de Negócios: Principais Parcerias

Integrações com plataformas de comunicação

Asana mantém parcerias estratégicas com as principais plataformas de comunicação:

Plataforma	Detalhes da integração	Ano implementado
Folga	Integração direta do fluxo de trabalho	2016
Equipes da Microsoft	Gerenciamento de tarefas Sincronização	2019
Google Workspace	Integração completa de gerenciamento de projetos	2015

Provedores de infraestrutura em nuvem

As parcerias de infraestrutura em nuvem da Asana incluem:

Provedor	Nível de serviço	Valor anual do contrato
Amazon Web Services (AWS)	Hospedagem no nível da empresa	US $ 3,2 milhões
Plataforma do Google Cloud	Backup e recuperação de desastres	US $ 1,7 milhão

Parcerias de ferramentas de desenvolvimento de software

• Jira: Integração de rastreamento de projetos
• Github: sincronização do repositório de código
• Trello: conexão de gerenciamento de fluxo de trabalho

Empresas de consultoria corporativa

Empresa de consultoria	Foco de implementação	Ano de parceria
Deloitte Digital	Otimização do fluxo de trabalho corporativo	2020
Accenture	Consultoria de Transformação Digital	2019

Parceiros de Tecnologia e Transformação Digital

As principais parcerias tecnológicas incluem:

• Salesforce: integração do CRM
• Zoom: fluxo de trabalho de videoconferência
• ServiceNow: Gerenciamento de Serviços de TI

Asana, Inc. (ASAN) - Modelo de negócios: atividades -chave

Desenvolvimento de software e aprimoramento da plataforma

A partir do quarto trimestre de 2023, asana investiu US $ 173,4 milhões em pesquisa e desenvolvimento, representando 51% da receita total. A empresa empregou 326 engenheiros e profissionais de desenvolvimento de produtos.

Métricas de desenvolvimento	2023 dados
Gastos em P&D	US $ 173,4 milhões
Tamanho da equipe de engenharia	326 profissionais
Ciclos de liberação do produto	4-6 atualizações por trimestre

Suporte ao cliente e gerenciamento de sucesso

A Asana manteve uma equipe de suporte ao cliente de 214 profissionais, com um tempo médio de resposta de 2,7 horas para clientes corporativos.

• Canais de suporte corporativo 24/7
• Gerenciamento de conta dedicado para clientes com mais de 100 usuários
• Suporte de vários idiomas em 9 idiomas

Marketing de produtos e aquisição de usuários

Em 2023, a Asana gastou US $ 118,2 milhões em vendas e marketing, adquirindo 118.000 novos clientes pagos.

Métricas de marketing	2023 dados
Gasto de marketing	US $ 118,2 milhões
Novos clientes pagos	118,000
Custo de aquisição do cliente	US $ 1.001 por cliente

Inovação contínua da plataforma

O Asana lançou 22 recursos de plataforma principal em 2023, com foco na integração da IA ​​e na automação do fluxo de trabalho.

• Recomendações de tarefas movidas a IA
• Ferramentas avançadas de automação de fluxo de trabalho
• Recursos aprimorados de integração

Vendas corporativas e gerenciamento de relacionamento

O segmento corporativo gerou receita de US $ 341,6 milhões, representando 62% da receita total da empresa em 2023.

Métricas de vendas corporativas	2023 dados
Receita da empresa	US $ 341,6 milhões
Taxa de retenção de clientes corporativos	92%
Valor médio do contrato corporativo	US $ 24.500 anualmente

Asana, Inc. (ASAN) - Modelo de negócios: Recursos -chave

Plataforma avançada de software de gerenciamento de projetos

A plataforma principal de software da Asana permite o gerenciamento de trabalho colaborativo com as seguintes especificações:

Métrica da plataforma	Dados quantitativos
Usuários totais	117.000 mais de clientes pagantes a partir do quarto trimestre 2023
Recursos da plataforma	Mais de 80 recursos de automação de fluxo de trabalho
Investimento anual de desenvolvimento de plataforma	US $ 203,4 milhões em despesas de P&D em 2023

Equipes de engenharia e desenvolvimento de produtos qualificados

Composição da força de trabalho e experiência técnica:

Característica da equipe	Dados quantitativos
Total de funcionários	1.406 em 31 de dezembro de 2023
Equipe de engenharia	Aproximadamente 45% da força de trabalho total
Experiência média de engenharia	7,3 anos em desenvolvimento de software

Tecnologia de automação de fluxo de trabalho proprietário

• Algoritmos de automação orientados para aprendizado de máquina
• Gerenciamento de tarefas integrado a IA integrado
• Mecanismos de rastreamento de colaboração em tempo real

Infraestrutura baseada em nuvem

Detalhes da infraestrutura técnica:

Componente de infraestrutura	Especificação
Provedores de nuvem	Amazon Web Services (Primário), Microsoft Azure
Investimento anual de infraestrutura em nuvem	US $ 67,2 milhões em 2023
Data Centers globais	Várias regiões na América do Norte, Europa, Ásia

Portfólio de propriedade intelectual forte

• 26 patentes registradas em dezembro de 2023
• 12 pedidos de patente pendente
• Registros de marca registrada em 43 países

Asana, Inc. (ASAN) - Modelo de Negócios: Proposições de Valor

Colaboração de equipes simplificada e gerenciamento de projetos

O ASANA fornece soluções de gerenciamento de projetos para mais de 85.000 clientes pagantes em 190 países a partir do quarto trimestre de 2023. A plataforma suporta a colaboração da equipe com recursos de rastreamento em tempo real para 1,2 milhão de usuários mensais ativos.

Métrica de colaboração	Dados quantitativos
Pagando clientes	85,000+
Usuários ativos mensais	1,2 milhão
Cobertura global	190 países

Rastreamento intuitivo de fluxo de trabalho visual

A plataforma de Asana oferece Múltiplas opções de visualização para gerenciamento de fluxo de trabalho, incluindo placas Kanban, gráficos de Gantt e visualizações de calendário.

• Visualização do Conselho Kanban
• Linha do tempo/rastreamento do gráfico de Gantt
• Integração de visualização do calendário
• Gerenciamento de projetos baseado em lista

Soluções de gerenciamento de trabalho personalizáveis

Os clientes corporativos representam 52% da receita da Asana em 2023, com receita recorrente anual de US $ 381,5 milhões.

Métricas corporativas	2023 dados
Porcentagem de receita corporativa	52%
Receita recorrente anual	US $ 381,5 milhões

Produtividade aprimorada e coordenação da equipe

A Asana afirma que os usuários experimentam 45% de melhoria na produtividade da equipe por meio de ferramentas integradas de gerenciamento de fluxo de trabalho.

Plataforma escalável para diversas necessidades organizacionais

A plataforma suporta organizações que variam de 5 a 50.000 funcionários em vários setores, com níveis de preços de US $ 0 a US $ 24,99 por usuário mensalmente.

Nível de preço	Custo mensal por usuário
Basic	$0
Premium	$10.99
Negócios	$24.99

Asana, Inc. (ASAN) - Modelo de Negócios: Relacionamentos do Cliente

Autoatendimento online a integração

A partir do quarto trimestre 2023, Asana oferece 4 níveis distintos de integração:

Nível	Usuários ativos mensais	Complexidade de integração
Basic	5-10 usuários	Totalmente auto-serviço
Premium	11-50 usuários	Autoatendimento guiado
Negócios	51-250 usuários	Assistido a integração
Empresa	Mais de 250 usuários	Implementação personalizada

Gerentes de sucesso de clientes dedicados

Asana fornece gerentes dedicados de sucesso do cliente para:

• Clientes da camada corporativa
• Valor anual do contrato superior a US $ 50.000
• Organizações com mais de 250 funcionários

Fóruns da comunidade e base de conhecimento

As métricas de engajamento da comunidade de Asana:

Plataforma	Total de membros	Participantes ativos mensais
Fórum comunitário	87,500	12,300
Base de conhecimento online	250.000 mais de artigos	45.000 visualizações mensais

Suporte corporativo personalizado

Canais de suporte corporativo:

• Linha de suporte dedicada 24 horas por dia, 7 dias por semana
• Resolução de ingressos prioritários dentro de 4 horas
• Assistência de integração personalizada

Atualizações regulares de produtos e lançamentos de recursos

Frequência de atualização do produto:

Tipo de atualização	Freqüência	Recursos médios por atualização
Pequenas atualizações	Quinzenal	3-5 recursos
Principais lançamentos	Trimestral	8-12 Recursos

Asana, Inc. (ASAN) - Modelo de Negócios: Canais

Plataforma de vendas on -line direta

A Asana oferece vendas on -line diretas por meio de seu site ASANA.com com várias camadas de preços:

Plano	Preço mensal	Segmento de destino
Basic	$0	Usuários individuais
Premium	US $ 10,99 por usuário	Pequenas equipes
Negócios	US $ 24,99 por usuário	Médias empresas
Empresa	Preços personalizados	Grandes organizações

Equipe de vendas corporativa

A equipe de vendas corporativas da Asana se concentra:

• Extensão direta para empresas da Fortune 500
• Estratégias de implementação personalizadas
• Demonstrações personalizadas de produtos

Campanhas de marketing digital

Os canais de marketing incluem:

• Orçamento do Google Ads: US $ 3,2 milhões anualmente
• Publicidade direcionada ao LinkedIn
• Marketing de conteúdo por meio de blogs e recursos

Mercados de aplicativos e integrações

Plataforma de integração	Número de integrações
Folga	150+ integrações diretas
Equipes da Microsoft	Mais de 100 integrações diretas
Google Workspace	Mais de 50 integrações diretas

Redes de referência e parceiros

O ecossistema parceiro inclui:

• Parceiros de consultoria: 250+ parceiros globais
• Parceiros de tecnologia: mais de 100 plataformas SaaS
• Taxas de comissão de referência: 15-20% do valor do contrato do primeiro ano

Asana, Inc. (ASAN) - Modelo de negócios: segmentos de clientes

Pequenas e médias empresas

A partir do quarto trimestre 2023, o Asana atende a aproximadamente 137.000 clientes pagantes em vários tamanhos de negócios. Empresas pequenas e médias representam 62% de sua base de clientes.

Categoria de tamanho de negócios	Porcentagem de base de clientes	Gasto médio anual
1-50 funcionários	42%	US $ 5.400 por ano
51-250 funcionários	20%	US $ 18.700 por ano

Grandes organizações empresariais

Os clientes corporativos com mais de 1.000 funcionários representam 18% do total de segmentos de clientes da Asana, gerando US $ 95,4 milhões em receita recorrente anual.

• Fortune 500 Empresas: 32 clientes ativos corporativos
• Valor médio do contrato corporativo: US $ 75.000 anualmente
• Taxa de retenção de clientes da empresa: 94%

Equipes de tecnologia e indústria criativa

Os setores de tecnologia e criativos compreendem 45% da base de clientes da Asana, com quebra específica do segmento da seguinte forma:

Segmento da indústria	Percentagem	Número de clientes
Tecnologia de software	28%	38,360
Agências de criação digital	17%	23,290

Força de trabalho remota e distribuída

Os clientes de trabalho remoto aumentaram 67% desde 2022, representando 52% da base total de clientes.

• Equipes distribuídos globais: 49.000 clientes
• Tamanho médio da equipe para clientes remotos: 12-15 membros
• Distribuição internacional de clientes: 58 países

Organizações de serviços profissionais

O segmento de serviços profissionais representa 22% do portfólio de clientes da Asana, com quebras verticais específicas:

Serviço profissional vertical	Percentagem	Valor médio anual do contrato
Empresas de consultoria	12%	$22,500
Agências de marketing	10%	$18,200

Asana, Inc. (ASAN) - Modelo de negócios: estrutura de custos

Despesas de pesquisa e desenvolvimento

Para o ano fiscal de 2023, o Asana relatou despesas de pesquisa e desenvolvimento de US $ 206,4 milhões, representando 52% da receita total.

Ano fiscal	Despesas de P&D	Porcentagem de receita
2023	US $ 206,4 milhões	52%
2022	US $ 189,7 milhões	49%

Manutenção da infraestrutura em nuvem

A Asana utiliza a Amazon Web Services (AWS) para infraestrutura em nuvem, com custos estimados de hospedagem anual de aproximadamente US $ 15 a 20 milhões.

• Provedor de serviços em nuvem primária: Amazon Web Services (AWS)
• Custos anuais estimados de infraestrutura em nuvem: US $ 15-20 milhões
• Inclui armazenamento de dados, recursos de computação e infraestrutura de rede

Investimentos de vendas e marketing

No ano fiscal de 2023, Asana gastou US $ 252,5 milhões em vendas e marketing, o que representou 64% da receita total.

Ano fiscal	Vendas & Despesas de marketing	Porcentagem de receita
2023	US $ 252,5 milhões	64%
2022	US $ 236,1 milhões	61%

Compensação dos funcionários

A compensação total dos funcionários pelo ASANA no ano fiscal de 2023 foi de US $ 290,6 milhões, incluindo salários, remuneração baseada em ações e benefícios.

• Compensação total dos funcionários: US $ 290,6 milhões
• Punto médio de funcionários: aproximadamente 1.300
• Compensação média por funcionário: aproximadamente US $ 223.500

Operações de suporte ao cliente

A Asana alocou US $ 45,3 milhões ao suporte ao cliente e serviços profissionais no ano fiscal de 2023.

Ano fiscal	Despesas de suporte ao cliente	Porcentagem de receita
2023	US $ 45,3 milhões	11.5%
2022	US $ 42,1 milhões	11%

Asana, Inc. (ASAN) - Modelo de negócios: fluxos de receita

Modelo de assinatura em camadas

Asana oferece quatro níveis de assinatura primária a partir de 2024:

Nível	Preço mensal por usuário	Preço anual por usuário
Basic	$0	$0
Premium	$10.99	$99.99
Negócios	$24.99	$228.99
Empresa	Preços personalizados	Preços personalizados

Preços mensais/anuais por usuário

A geração de receita da Asana é baseada principalmente nos preços por usuário em diferentes níveis de assinatura.

• O preço varia de US $ 0 a US $ 24,99 por usuário por mês
• As assinaturas anuais oferecem aproximadamente 15% de desconto em comparação com as taxas mensais
• 2023 Receita total: US $ 579,7 milhões

Acordos de licenciamento corporativo

Detalhes do segmento corporativo:

Métrica	Valor
Contagem de clientes corporativos (2023)	1,700+
Valor médio do contrato corporativo	$ 50.000 - US $ 100.000 anualmente
Contribuição da receita corporativa	62% da receita total

Recursos Premium upsells

Geração de receita adicional através de recursos avançados:

• Relatórios avançados: US $ 10 a US $ 20 por usuário
• Integrações personalizadas do fluxo de trabalho: US $ 5.000 - US $ 15.000 por implementação
• Recursos avançados de segurança: preços no nível da empresa

Consultoria de Serviço Profissional

Consultoria Receita de Receita:

Tipo de serviço	Faixa de preço
Consultoria de implementação	$5,000 - $50,000
Serviços de integração personalizados	$10,000 - $100,000
Treinamento e integração	$2,000 - $25,000

Asana, Inc. (ASAN) - Canvas Business Model: Value Propositions

You're looking at the core value Asana, Inc. delivers to its customers as of late 2025. It's about structure, intelligence, and trust, all backed by real usage numbers.

Centralized work management for cross-functional clarity and alignment

Asana, Inc. provides a platform where work connects directly to strategy. This centralization drives adoption and spend across the enterprise. For fiscal year 2025, total revenues reached $723.9 million, an 11% increase year-over-year. The platform's stickiness is evident in customer expansion metrics. As of the second quarter of fiscal 2026, the number of Core customers-those spending $5,000 or more annually-stood at 25,006, marking a 9% year-over-year growth. Furthermore, the highest-spending cohort, customers spending $100,000 or more annually, grew 19% year-over-year in that same quarter, reaching 770 customers.

The platform's reliability supports this scale:

• Asana offers a 99.9% uptime commitment to Enterprise customers.
• More than 100,000 of the world's most innovative enterprises trust Asana to keep their data safe.

AI-driven workflow automation via Asana AI Studio, a no-code builder

The introduction of Asana AI Studio is a major value driver, moving beyond simple task management to actual workflow creation. Early momentum with AI Studio exceeded expectations, contributing to a multi-million dollar pipeline. The company has even established an initial Annual Recurring Revenue (ARR) milestone for AI Studio exceeding $1 million. For users on enabled plans, Asana provides free access to AI Studio credits up to 200,000 credits per month.

This intelligence is being adopted across the workforce, with general industry data showing that more than one-third (36%) of knowledge workers are already harnessing AI capabilities in their roles at least weekly. The value proposition here is clear:

AI Value Driver	Metric/Data Point
Productivity Gain Focus	Time savings on routine task creation and management.
AI Feature Access (Free Tier)	Up to 200,000 credits per month.
Executive AI Usage	52% of executives use AI on a weekly basis.

Enterprise-grade security, compliance, and governance features (e.g., add-ons)

For large organizations, security and compliance are non-negotiable gates to adoption. Asana, Inc. is actively targeting highly regulated sectors. Asana Gov is designed to operate in a FedRAMP Moderate environment, currently designated as "In Process." This focus on compliance is strategic, positioning the company to address a U.S. SaaS market projected to reach $418.20 billion by 2034.

Governance is enforced through specific certifications and controls:

• Asana's SOC 2 Type 2 report and HIPAA Assessment covered the period from February 2024 to January 2025.
• The company successfully passed recertification against the ISO 27001:2022 standard.
• Enterprise plans can purchase add-ons, such as the Audit Logging API, on a per-person pricing model.

Goal setting and tracking to connect daily work to strategic objectives

Connecting execution to strategy is a core function, now augmented by AI. The platform allows teams to turn goals into action with clear owners and timelines. This capability is seen as increasingly important by operational leaders; 50% of operations professionals foresee AI playing a role in goal-setting.

Resource management and financial forecasting with Timesheets and Budgets add-on

The Fall 2025 Release introduced comprehensive timesheets and budgeting tools via an add-on to optimize resourcing and provide financial insight. This add-on is designed to deliver the visibility and control needed to maximize profitability. For capacity planning specifically, placeholders to better forecast workload are available to customers on the Enterprise and Enterprise Plus tiers. This allows for better financial planning by comparing estimated versus actual costs.

Finance: draft 13-week cash view by Friday.

Asana, Inc. (ASAN) - Canvas Business Model: Customer Relationships

You're looking at how Asana, Inc. keeps its customers engaged and spending more. For the largest accounts, the relationship is clearly hands-on.

High-touch, dedicated account management for Enterprise customers is the engine driving expansion in the top tier. This focus is paying off, as evidenced by the retention figures we see in the latest reports.

For smaller teams, the model leans toward a self-service and community support structure, which is the foundation of the freemium approach. This allows Asana, Inc. to service its base of over 150,000 customers efficiently.

The proactive expansion strategy is strong among the biggest spenders. The focus on driving adoption and upsell through Customer Success Management, now overseen by the Head of Customer Experience, Josh Abdulla, clearly targets this high-value segment.

Tiered support and training via the Partner Academy are in place for defintely better onboarding and scaling expertise across the ecosystem. Partners offer courses, playbooks, and guides to help customers maximize value.

Here's the quick math on how customer value is holding up as of Q3 FY2025:

Customer Cohort Metric	Value (Q3 FY2025)	Year-over-Year Growth
Customers spending $100,000+ (Count)	683 customers	18%
Customers spending $100,000+ NRR	99%	N/A
Core Customers ($5,000+ Count)	23,609 customers	11%
Core Customers NRR	98%	N/A
Overall Dollar-Based Net Retention Rate	96%	N/A

The relationship structure supports tiered engagement, which you can see reflected in the retention numbers:

• High-value customer expansion is robust, with the $100,000+ cohort growing its revenue by 99% retention.
• Core customer revenue retention sits at 98%.
• Partner success examples show high adoption rates, such as a reported 95% Adoption Rate from one Platinum Partner's client base.

Finance: draft 13-week cash view by Friday.

Asana, Inc. (ASAN) - Canvas Business Model: Channels

You're looking at how Asana, Inc. gets its platform into the hands of users, which is a mix of high-touch sales and broad digital reach. It's not just one path; it's several lanes moving customers toward paid subscriptions.

Direct sales force focused on large enterprise deals and multi-year contracts.

The enterprise segment is clearly a major focus for driving large, committed revenue. For the fiscal quarter ended July 31, 2025, Asana, Inc. secured its largest subscription agreement ever with a global technology leader, a deal valued at $100.0 million over a three-year term, billed annually. This shows the direct sales team is successfully closing significant, multi-year commitments. The pipeline for these large deals is active; as of July 31, 2025, the count of customers spending $100,000 or more annually reached 770 individuals or organizations. This is up from 728 customers at the $100,000+ level as of April 30, 2025. Looking at the full fiscal year 2025 (ending January 31, 2025), the number of customers at this $100,000+ tier was 726, marking a 20% year-over-year increase for that period. The overall revenue for fiscal 2025 was $723.9 million.

Here's a quick look at the customer base that these direct sales efforts target:

• Total customers as of fiscal 2025: over 175,000.
• Core customers (spending at least $5,000 annually) as of April 30, 2025: 24,297.
• Core customers as of July 31, 2025: 25,006.

Online self-service sign-up through the website and mobile apps.

The self-service motion is the engine for initial adoption, feeding the funnel that eventually converts to paid seats. Core customers, which represent the bulk of the paying base, contributed approximately 75% of revenues for the three months ended April 30, 2025. The platform is accessible via the website and mobile apps, supporting the product-led growth strategy.

Global channel partners (resellers and service providers) for market reach.

While Asana, Inc. is focused on direct enterprise sales, global reach is also supported by partners. The company opened its 13th global office in Warsaw, Poland, in 2024, its sixth in the EMEA region, showing physical expansion alongside digital channels. Specific revenue contribution percentages from resellers or service providers are not detailed in the latest filings, but the international revenue for the quarter ended July 31, 2025, was $80.4 million.

Integration Marketplace for third-party application connections.

The ecosystem integration acts as a channel by embedding Asana, Inc. into existing enterprise tech stacks, making it stickier and easier to adopt. A key development here is the announcement of Asana, Inc.'s availability in the new AI Agents and Tools storefront within AWS Marketplace, allowing AWS customers to discover, purchase, and deploy Asana using their existing AWS accounts. This streamlines procurement for a major segment of the enterprise audience.

Direct-to-customer marketing and product-led growth (PLG) motions.

PLG is supported by the tiered, seat-based model of the core work management product. The dollar-based net retention rate for Core customers in Q4 (fiscal 2025) was 97%, indicating strong expansion within the existing self-service and lower-tier customer base. The company also launched Asana AI Studio, a no-code builder operating on a consumption basis, which is a key driver for expansion revenue within existing users.

You can see the distribution of high-value customers, which are often the result of successful PLG motions converting or direct sales engagement:

Customer Segment Metric	Value (as of July 31, 2025)	Value (as of April 30, 2025)	Value (Fiscal YR 2025 Ending Jan 31, 2025)
Customers Spending $100k+ Annually	770	728	726
Core Customers (Total)	25,006	24,297	N/A
Annual Revenue (TTM)	$756.42 Million	N/A	$723.88 Million

Finance: draft the Q4 2025 revenue reconciliation against the $188.3 million reported for that quarter by Friday.

Asana, Inc. (ASAN) - Canvas Business Model: Customer Segments

You're looking at the paying customer base for Asana, Inc. as of late 2025, which shows a clear focus on scaling up the high-value enterprise segment while maintaining a broad top-of-funnel through self-serve options. This segmentation is defintely key to their revenue strategy.

The customer base is tiered based on annual spend, which directly correlates with the features and support they receive. The largest revenue drivers come from the mid-market and enterprise tiers, but the freemium model is still an important acquisition engine.

Here's a breakdown of the core paying customer cohorts based on the Q2 FY2026 results, which ended July 31, 2025:

Customer Segment Definition	Count (as of Q2 FY2026)	Annual Spend Threshold	Q2 YoY Growth (Count)
Large Enterprise	770 customers	$100,000+	19%
Core Customers (Mid-Market Focus)	25,006 customers	$5,000+	9%

The Core customer group, those spending $5,000 or more annually, is the backbone, representing approximately 76% of Asana's total Q2 revenue.

For the smallest users, the entry point is the freemium model. This supports small teams and individual users:

• The free plan accommodates up to 10 users.
• Roughly 40% of customers purchase Asana through the self-serve channel, which includes these smaller tiers.

Asana is also strategically targeting specific industry verticals. While the freemium and Core segments are broad, the enterprise motion is seeing traction in regulated and complex industries. The fastest growing verticals in Q2 FY2026 included:

• Manufacturing and Energy.
• Financial Services.
• Retail and Consumer Goods.

The company is also making moves to capture more public sector business, evidenced by the announcement of its FedRAMP 'In Process' designation, which is crucial for government compliance.

Geographically, the market penetration shows a clear concentration in the United States, though international markets are growing faster. For the three months ended July 31, 2025 (Q2 FY2026):

• United States revenue was $116.5 million, representing an 8% year-over-year growth.
• International revenue was $80.4 million, growing at 13% year-over-year.

Asana, Inc. (ASAN) - Canvas Business Model: Cost Structure

You're looking at the cost side of the ledger for Asana, Inc. as they push for sustained profitability while investing heavily in their platform evolution, especially with AI Studio now launched. The cost structure reflects a deliberate shift toward efficiency, even as they maintain high investment in innovation.

The largest single expense category remains Sales and Marketing (S&M). In the third quarter of fiscal year 2025, this component was reported at $88.7 million, representing 48% of revenue. By the first quarter of fiscal year 2026, Asana, Inc. had managed to reduce this as a percentage of revenue to 45%, with expenses totaling $83.7 million on revenues of $187.3 million for that quarter. This reduction reflects a rationalizing and reallocating of program spend, particularly in marketing and lead generation, to meet ROI thresholds.

Research and Development (R&D) costs are significant, fueling the platform innovation, including the launch of AI Studio. In Q3 FY2025, R&D was $54.9 million, or 30% of revenue. This investment intensity decreased slightly in Q1 FY2026 to $48.9 million, or 26% of revenue, showing continued focus on the platform but with improved operating leverage.

Cost of Revenue is tightly managed, resulting in a strong non-GAAP gross margin. For Q3 FY2025, the non-GAAP gross margin was reported at 89%. This metric held steady and even improved slightly to approximately 90% in Q1 FY2026, demonstrating the inherent scalability of the software-as-a-service delivery model.

General and Administrative (G&A) expenses were $28.5 million in Q3 FY2025, which was 16% of revenue. As the company drove efficiency, G&A dropped to $27.7 million, or 15% of revenue, in Q1 FY2026.

Cloud infrastructure and hosting costs are a key part of the Cost of Revenue, and management has explicitly targeted efficiencies here. The company noted driving down infrastructure costs by optimizing cloud spend as a key driver for margin improvement in early 2026. The overall cost structure is being actively managed to support the goal of sustained profitability.

Here's a breakdown of the operating expense structure using the latest available figures from Q1 FY2026, which shows the cost structure as of mid-2025:

Expense Category (Non-GAAP)	Q1 FY2026 Amount	Q1 FY2026 % of Revenue	Q3 FY2025 Amount (Anchor)
Sales and Marketing (S&M)	$83.7 million	45%	$88.7 million (48%)
Research and Development (R&D)	$48.9 million	26%	$54.9 million (30%)
General and Administrative (G&A)	$27.7 million	15%	$28.5 million (16%)

The focus on cost discipline is evident across the board, which helped Asana, Inc. achieve its first-ever non-GAAP operating income of $8.1 million (a 4% margin) in Q1 FY2026. The key levers for this cost management include:

• Rationalizing and reallocating program spend.
• Driving down infrastructure costs by optimizing cloud spend.
• Exercising discipline around all discretionary spend.
• Shifting certain hiring to more cost-effective regions.
• Reallocating resources to more productive GTM motions.

The high non-GAAP gross margin, reported at approximately 90% in Q1 FY2026, provides a substantial buffer to absorb these operating expenses. Finance: draft 13-week cash view by Friday.

Asana, Inc. (ASAN) - Canvas Business Model: Revenue Streams

You're looking at how Asana, Inc. actually brings in the money, which is almost entirely through subscriptions for their work management platform. The core revenue driver is the recurring fee structure, which is tiered and based on the number of seats (users) an organization needs.

The total revenue for the full Fiscal Year 2025 (FY2025), which ended January 31, 2025, was reported at $723.9 million, representing an 11% year-over-year increase. This figure aligns closely with the expected range of $723.0 million to $724.0 million you mentioned.

Upsells and expansions within the existing customer base are critical to Asana, Inc.'s financial health, which is why dollar-based net retention is a key metric you need to watch. If customers aren't expanding their usage, growth slows down. Here's what the recent retention numbers look like:

• Dollar-based net retention rate for all customers in Q4 FY2025 was 96%.
• Dollar-based net retention rate for Core customers in Q4 FY2025 was 97%.
• Dollar-based net retention rate for customers spending $100,000 or more annually in Q2 FY2026 was 95%.

The expansion within the highest-value segments shows strong commitment, even if overall retention has seen some minor pressure. For instance, the number of customers spending $100,000 or more annually grew to 770 in Q2 FY2026, up from 649 the previous year. That's a significant jump in the top tier.

To illustrate the power of expansion, Asana, Inc. signed its largest subscription agreement in company history during Q2 FY2026, valued at $100 million over three years. That single deal speaks volumes about the potential for large enterprise upsells.

The revenue streams are further segmented by customer size, which helps you track where the growth is coming from. The platform's tiered structure means revenue scales as organizations adopt more seats and move to higher feature sets, including those Enterprise add-ons.

Customer Segment Metric	Q4 Fiscal Year 2025	Q1 Fiscal Year 2026	Q2 Fiscal Year 2026
Customers spending $100k+ Annually (Count)	726 (up 20% YoY)	728 (up 20% YoY)	770 (up from 649 YoY)
Core Customers ($5k+ Annually) (Count)	24,062 (up 11% YoY)	24,297 (up 10% YoY)	N/A
DBNRR - Overall	96%	95%	96%

Consumption-based revenue is emerging as a newer component, tied directly to the adoption of artificial intelligence features. Asana, Inc. is actively reinvesting in areas like AI Studio, which suggests they are monetizing usage beyond just seat counts, likely through credit consumption for AI-driven tasks. The company also launched the new Smart Workflow Gallery, which is designed to scale AI in everyday workflows, further pointing toward usage-based monetization opportunities.

Revenue from new Enterprise add-ons, covering areas like compliance, security, and granular permissions, is bundled into the subscription growth, but the focus on reinvestment in these areas signals they are a growing part of the value proposition driving those upsells. Honestly, the subscription fees from core work management products are still the bedrock, but the AI and Enterprise features are what management expects will improve net retention and drive future acceleration.

Finance: draft the Q3 FY2026 revenue forecast model by next Tuesday.