How free beer the Australian technology company Atlassian kickstart is now worth $ 26.6 billion

Ten years ago, two fellow college students from Sydney used free beer to spread the word about their then little-known software company.

Today, Scott Farquhar and Mike Cannon-Brookes are billionaires and their Australian technology giant Atlassian is worth $ 26.6 billion.

Founded in 2002, Atlassian was comprised of several employees just seven years later, when the couple recorded a podcast at a technical conference in Belgium with the goal of making an impact.

A marketing gamble at a technical conference in Belgium paid off for co-founders of Atlassian Mike Cannon-Brookes (left) and Scott Farquhar (right) 10 years ago

A marketing gamble at a technical conference in Belgium paid off for co-founders of Atlassian Mike Cannon-Brookes (left) and Scott Farquhar (right) 10 years ago

They bought beer for $ 2000 and placed Atlassian stickers on it, which they handed to all 10,000 attendees when they walked in.

The marketing bet has paid off and the couple have not looked since.

& # 39; We have dozens, if not hundreds of thousands of dollars in free advertising … the naivety of youth sometimes has benefits, & # 39; Farquhar said to the Australian.

Other guerrilla marketing tactics such as plastering university walls with Atlassian posters and attending community events were used by the company in its early days to get the name out.

Atlassian now has more than 3000 employees (pictured) in 10 offices around the world

Atlassian now has more than 3000 employees (pictured) in 10 offices around the world

Atlassian now has more than 3000 employees (pictured) in 10 offices around the world

For several years Atlassian has been named as one of the best workplaces in Australia

For several years Atlassian has been named as one of the best workplaces in Australia

For several years Atlassian has been named as one of the best workplaces in Australia

& # 39; If your market is the world, it is not always possible to address one customer at a time & # 39 ;, Farquhar said.

Chief marketing officer Robert Chatwani added: “We don't have a traditional sales organization, so we love doing things like giving away free swag, free T-shirts and materials. Whether it's free beer, free T-shirts or paying for pizzas, that stuff is in our DNA and it's part of who we are. & # 39;

Begun on a $ 10,000 credit card debt, Atlassian recently left Telstra in terms of appreciation earlier this month and drew thousands to its annual summit in Las Vegas.

Atlassan co-founder Scott Farquhar, (pictured with his wife Kim Jackson) is now a Sydney billionaire

Atlassan co-founder Scott Farquhar, (pictured with his wife Kim Jackson) is now a Sydney billionaire

Mike Cannon-Brookes (pictured with his wife Annie) said Atlassian will use 100 percent clean energy in 2025

Mike Cannon-Brookes (pictured with his wife Annie) said Atlassian will use 100 percent clean energy in 2025

Scott Farquhar (left, with wife) and Mike Cannon-Brookes (right, with wife) were two college mates from Sydney who co-founded Atlassian in 2002 on a $ 10,000 credit card debt

Atlassian Mike Cannon-Brookes and Scott Farquhar (photo in 2006) made a technical conference and issued free beer to announce their start-up technology company

Atlassian Mike Cannon-Brookes and Scott Farquhar (photo in 2006) made a technical conference and issued free beer to announce their start-up technology company

Atlassian Mike Cannon-Brookes and Scott Farquhar (photo in 2006) made a technical conference and issued free beer to announce their start-up technology company

The company has more than 3,0000 employees in 10 offices around the world, including Sydney, San Francisco, Austin, Amsterdam and Manila.

Business software tools are Jira, Jira Service Desk, Jira Ops, Confluence, Bitbucket, Trello and many other products.

Atlassian has also been named as one of Australia & # 39; s best places to work for several years active.

More than 3,000 Atlassian employees work at 10 offices around the world, Sydney, San Francisco, Austin, Amsterdam and Manila

More than 3,000 Atlassian employees work at 10 offices around the world, Sydney, San Francisco, Austin, Amsterdam and Manila

More than 3,000 Atlassian employees work at 10 offices around the world, Sydney, San Francisco, Austin, Amsterdam and Manila

Atlassian also recently promised to use 100 percent clean energy in 2025 to combat climate change.

It will be one of the first Australian companies to use renewable energy only if the ambitious goal can be achieved within six years.

& # 39; Because we are a large and well-known technology company, we want to make sure that we drive the Australian corner of (renewable energy) forward and we try to do it relatively quickly, & # 39; said Mr. Cannon-Brookes against the Sydney Morning Herald as last week.

& # 39; We try to set an example and show what is possible in our challenging environment. & # 39;

Scott Farquhar (left) and Mike Cannon-Brookes (right) were classmates at the University of NSW

Scott Farquhar (left) and Mike Cannon-Brookes (right) were classmates at the University of NSW

Scott Farquhar (left) and Mike Cannon-Brookes (right) were classmates at the University of NSW