Fern Analysis: $9M Raised

Generate SDKs from OpenAPI specifications; Create branded API documentation for developers; Automate SDK updates as part of CI/CD processes; Manage OAuth 2.0 authentication seamlessly; Handle real-time updates with server-sent events.

Raised $600k in engineer salary savings; Partners with notable companies for SDK generation; Offers a unique Fern Definition format for API specifications.

The clients reported on Fern's website include notable companies such as Square, Candid Health, Cohere, and Merge. For instance, John Fellman from Square highlighted that Fern's SDK generation stood out for its clean and thoughtfully architected code. Additionally, Gil Feig, CTO of Merge, mentioned that since adopting Fern, their customers have rapidly migrated to new SDKs and have been impressed by the quality.

Fern employs a hybrid go-to-market (GTM) strategy that combines elements of both product-led growth (PLG) and sales-led approaches.

Upon analyzing Fern's website, several key aspects of their GTM strategy emerged. The homepage prominently features a "Book a demo" option, indicating a willingness to engage with potential customers through direct interaction, which is characteristic of a sales-led approach. However, there is also a clear emphasis on self-service access, as evidenced by the presence of educational resources and documentation that facilitate user onboarding without requiring immediate sales interaction.

The pricing page is transparent, providing clear information about their services, which suggests that small teams can adopt the product independently. This aligns with PLG principles, as it allows users to experience value before committing to a purchase. Additionally, customer testimonials highlight significant time savings and improved developer experiences, indicating a focus on user satisfaction and viral adoption.

Fern also invests in educational resources, such as documentation and guides, which support self-service learning and user engagement, further reinforcing the PLG aspect of their strategy. Overall, Fern's approach reflects a balanced strategy that optimizes for both rapid user adoption and high-touch relationships, catering to a diverse range of customers from individual developers to larger enterprises.

The homepage of Fern does not provide explicit pricing details. It mentions a transparent pricing structure and encourages users to "Book a demo" for personalized pricing information. There is no indication of free tiers or specific pricing structures available on the homepage.

Fern's technology ecosystem, as derived from their job postings, includes a diverse range of programming languages, frameworks, and tools that reflect their focus on SDK generation and API documentation.

Programming Languages:

• The company employs a polyglot approach, utilizing several programming languages across different roles:
  • C
  • C++
  • Go
  • PHP
  • Python
  • Ruby
  • Rust
  • Swift
  • TypeScript

Frameworks and Libraries:

• Specific frameworks and libraries were not explicitly mentioned in the job postings, but the use of TypeScript in infrastructure roles suggests a preference for modern web technologies.

Infrastructure and DevOps Tools:

• The job postings indicate a focus on infrastructure, particularly with TypeScript, but do not provide detailed information on specific DevOps tools, cloud providers, or CI/CD systems.

Data Technologies:

• There were no explicit mentions of databases, data warehouses, or analytics platforms in the job postings.

Sales and Go-to-Market Technologies:

• Sales roles such as "Sales Engineer" and "Technical Account Executive" were noted, but specific sales tools or CRM systems were not mentioned.

Collaboration and Project Management Tools:

• No specific tools for collaboration or project management were identified in the job postings.

Overall, the technology stack at Fern emphasizes a strong engineering foundation with a variety of programming languages, particularly in backend development, while lacking detailed information on sales and operational tools.