Verkada Directly Negotiated $1.2 Million School End-User Project
What is the role of manufacturers and dealers in closing end-user projects? Most dealers prefer that they negotiate pricing and key terms, but Verkada has aggressively disrupted the conventional model.
In this note, based on public records and comments from Verkada and its integrator, we examine a $1.2 million deal negotiation between Verkada and a school district end-user.
Compare this with the 2021 IPVM report: How Verkada Sells Direct Using SHI
Executive *******
*******'* ******** ** ******* ************ **** beginning ** *** *** ******** ** an ********** *** *********** *** ********* and ********** *** *******. ** *** positive ****, *** ******* **** *** overhead *** * ******* ***** *****, Verkada's ******** *** ** ****** ********** and **********. *******, ******* *** *** to ******* ***** *** ****** ************* with *** *****, ** ** *** case **** ************ ******** ***********, **** find **** ***************.
******* **** **** ** **** ***** as *** "****** ***" ******* *** final / ******** ***** ******** *** the ********** **********. ******* ****, ****** records **** ******* ***** ************** **** this ****** ***-**** ** ******** * free *****, ***** ***** ****** **** deal ************ **** * ******* ***********, in-person ***********, ********* ***** *******, *** negotiation ** ******* *** **** ****** Verkada's ******* **** ** ******* ********** discounts ******* ** *******.
**** **** ***** **** *** **********, he ****** *** **** *** ******* work "********" *** **** "*******'* ******* fire *** *************" **** *** ***-**** did *** ****** ** **** ** Verkada *** *********** ******* **** ** this ****. *** ********** ***** **** he *** "********* ******* **** ****" and ********** *** ******** ** *** margin ******** ** * $* ******* contract *** ******** ***** ******* ******* and *** **********.
********, *** ****** ******** **** ********* Verkada ** ** ******* ****** *** site *****, *** **** *******, *** the **********, ************ ** *** ****** district's ********* ***** *** ***** ******* when **** **** *** ******** ********, the ****** ******* ****** ******* **************.
Mill ******'* $*.* ******* ****
*** **** ****** ****** ******** ** Marin ******, **********, ******** *** $*.* million ******* **-**** ******** ** ******** **, ****, ***** *******.
********* ** ****** *************** ** ****, ******* *** **** Valley ***** ********** * ********* **** as ***** ** ****** ****, **** Verkada *** * ******* **** **** the ****** ********'* ******** ** ***********,***** ******,*** ******** ** ********* **********,**** *******.
**** *** ******** *** *** ***** exchanges ******* **** ****** *** ******* between ******* **** *** ***** ****.
Verkada *** ************* **** **** ******
******* *** **** ****** **** ***** in ***** ** ****** ****, **** Verkada *** * **** **** *** school ******** *** ******* **** ****** a **-*** **** *****. **** ****** did *** ******** *** ***** ** that ****.
***** **, ******* *** **** ****** connected ***** ** ******** ****, *** from **** ***** ******, *******'* ****** Account ************** ********* *** *******'* ***-*****-**** ************ **** Mill ******, ********* *********** ******, *********, and *********.
Verkada **** ** ****** *******, ********** ******-***-****** *************
** ******** ** ****'* ******* *** comment, ******* **** ******* ** "******** quoted *** ****** ********" ** "*********" and ********** *** "******-***-****** **************" **** its **********. *** ******* **** ********** it *********** ****** ** *** "****** man" ******* *** ******* *** *** end ********:
** *** *** *** ** *** attachments [...], ******* ******* ******** *** quotes *** *********** – *** *******.
** *** * *******-***** ************ *** make ***** ****** ** ******* *** partners ** ********** ********-******** ******** ** our ****** *********. **** *** ***’* see ** *** ****** **** ***’** shared ** **** ******* *** ******-***-****** collaboration ******* *** *****.
************, ***** ******* **** ** *** not ***** ********, *** ****** ******* Executive **** *** *** ****** ** Mill ******, *** *** ****, *** integrator ******** ** *** ********* ** something "***** [****** *******'* ****** ******* Executive] ******":
Verkada ** ******* ** ******* **** ****
***** ******* **** ** *** "*********" to *** ** ****** *** ***-**** directly, ** *** *** ******* ** IPVM ********* ******* ************, ******** ***** and *********, *** ***** *** **** point ** ******* ********** **** ****.
Portola ********** ** ***** ***** ***** * ****** ** ******* ***********
*******'* ****** ******* *********, ***** ******, sent *** ****** *** ** *** school ********, *** *** ********** ********* *******, *** **********, *** ** *** quote *********, ** ******* ********* ** its *********:
************, ***** ********* **** *** ****** after ******* ********** **** ***** **** the *** ***** ******** *** *****.
Portola *******' ********** *** ****
********** *** ********* ******* ** ******* System**** ********** **** *** ******* *** ********** in **** **-******* ******** *** ******** security. ****** **** **** ** *** IT ****, ***** *** **** *** biggest ************ ** *** ********** ************. ** *** ******** ******** side, ******* ** ** ********* ******, and ****** ********** *** ******** ** Verkada's ***-**-*** *********.
******* ******* ***** ********* ** ********, *** ****** **** ** ******** both ***** *** ***** **********.
****** ***** ** **** **** ** "trusts [*******] *************** [**] ***** **** emphatically **** [***] ******** *************," *** on ***** **** **** ******, ** and *******'* ***** ****** "****** ****** lockstep" ** "* *** ** ********* projects."
** ************ **** ********* ** *** communication **** **** ****** ******* ** was "********* ****** **** ****** ** time," ****** **** ****.
Verkada ****** ********** ** *** **** *****
** *** *** ***** ***** *** November "**** *****" ******* ******* ******* and **** ****** **** *******'* ****** Account ********* ***** ****** ******* ** with *** ****** ******** *** ****** in *** ********** **** ****** **** Portola ******* ** ******** *, ********* to *** ****** *******:
*******, ***** ****** *** **** *** main ***** ** ******* **** **** Valley ***** ******** ****, *** ****** district ********* ** *** **** **** would ****** *******'* ******** ****** *** site *****. *******'* ******** ** *****,***** *****, ********** ************ ** *** **** walks.
****** ****** ******* ** **** *****/****** with *** ****** ******** ***** **** the ********** **** ******, *** ****** district *************** ****** *** ******* ****** Verkada ****.
Verkada **** ******* ****** ** **** ******
******* *** *** ********** **** ****** from ******* ******* **** ******* ******** camera ******* *** **** ******, *** Verkada's ****** ******* ********* ***** ****** remained *** **** ***** ** ******* with *** ****** ********:
** ******** ****, ****, ****** **** a *********** ***** ** *** ****** district. ****** ** ********* "**** *** I" ****, ****** ******* *** *** quote *******, *** *********, *** *** discount ******** ** *** ****** ********. He **** ********* ************ *** ********** deadlines ** *** ******.
************, ****** ********* *** "****" ****** Verkada ** ***** **** ** *** extra *********. **** ***** ** ******* these ******** ******* ********** ** ** upcoming ******:
Verkada ******** ********* *** ******* ************
******* *** *** ****** ******** *** further ******** ***** *** ******* ******. Verkada's ****** ******* ********* ***** ****** sent * ******* ***** ** ***** 14, ****, ***** ******** ** ******** deal **** *** ** ******** ********, as **** *** **** ** *******'* ****** *********,*********** ********* ***** ******* ** ****** settings,****** ************, ******** *********** ********. ***** ******* ******* *** ********* and **'*, ******* *** *** **********:
Verkada **** ***** ****** ******** ** **********
***** **** **** *** *****, *******'* Senior ******* ********* ***** ****** **** two ****** ******* *********, ******* ********* ** ************** *******, ** *** ****** ********, *********** Verkada's ******** *********** **** *** ****** district ** **** *******:
***** *******'* ****** *** *** *** who **** *** ****** *** ** the ****** ********, ******* *******' ********** was ** *** ***** ***** (***** earlier ** *** ******).
Integrator ******* ********, ** ****** ** *********
*******'* ****** ******* *********, ***** ******, took ******* ********** ***** ***-*****-**** ************ with *** ****** ********, *** *** integrator ** ******* **, **** ****** from ******* *******, *** ******* ********. In ********* ***** ****** ********* ** the ****** *****, * ******* ****** would ****** ******* ********* ** ****:
Verkada **** ***** **** **** ******* ** ***-**** *******
***************** **** ****** ***** ** "*** ****" *********** and **** ** ** *** **** asks *** ******* ******** ***** *******, it **** "**** **** *** *******" on *** *******:
***-**** ******* ** ****** **** *** delivered ** *** ********. *********** ** subject ** *** **** ************ ***** for *** **** **** ** ********** by *** ** *** ********* (**** ************ ***** - *******) – *** ** ***** ***** a ******** **** ******* ******** *** discounting, ** **** **** **** *** partner ** *** ******* ** ********* end-user *******.
******* ** ******* ****** **** ** a ************ *****, ** **** ****, Verkada *** *** ***** *********** ******* with *** *** **** ******** *** only **** *** **********'* ********** ** the ******** ******.
* **** ********* ********** **** *******'* business ***** *** ********* ********** ******** with ***** ** *********** ******** ****** integrators.
***... ******** - **** ******* *** firsthand ********** - ******* ***** ****.
*** ** ******* *** **** *** of *** **** **** **** *** direct-to-customer '**** ****'********, **** * ***'* ***** ***** would ** **** *** **** ******* about **** *** *** **** **** operated **** ***** **** ****** ** years.but **** ****'*.
*******, ************** ******* ***** ***** ***** ******* ***** ** **** **** ***** until **** *** ***** ****** (***** eyeballing ***** ********** ***** ***** ******** they ****** ** ********** ****) ** interest ************ ********* (*** ***********) ** join ** ***** ******** ** *** a ****** ** **********.
*'** *** ******* ******* ***** **** create '*** ******' - *** * do **** ********* ******* ***** **** use ******* *** ****** ** ********* circumvent '******** ******' **** ******** *** expect ** ** ******* ******** **** say.
** ********* ********** '******** ******'
** ** *****, ** *** *** alleging ******** ******* **** *** ** it ********* ******* ** ******* ****** to **** **** **** *** *****. Flock ***** ****** *** ***** **** are ********** *** **** ******, *****'* been **** *** ***** ***** **, so ******* ** *** ****** ****** criticizes **** *** **** (************ ****** **-***** ********** *** "*** Backbone ** *** *******").
*** ** *** *****, ** **** case, ** ******, ******* ** ********* state ***** *********? *** ****** ***** deals ** ******* **** ******** ** school *******, ** ***** ** * risk, ********* ** *** ***** *****, but ** ***** ** **** ** clarify *** ******** ***** *** *** here.
*** ** *** *****, ** **** case, ** ******, ******* ** ********* state ***** *********?
***** - * ****** **** **** that ******* *** ********* **** ************ companies ** ****** **** ******* ***** firms ** ** ******** ** ***** alarm ****** **** ******* **** **** were *** ** ********.
** ******* *** *** **** ******** any ***** ***** ********* ******************- *** *** **** **** ********* in ***** '********' ********* ***** ***** alarm ********* ************.
*** ** *** ***** ******** *** install .
* ****** ** **** **** ***** techs ********** **** *****.
*********** ******** / *****. ** *** not **** **** ****.
** *** ** ************* * *** years *** ***** **** ** ***** in **:*******, *******, *** ****** ********* ** Violate ********** **** ***,** *******, ** ********** **** - Verkada ******** ******* ** *** *** NJ ****** ********
*'* *****, *** **** ** * nothing ****** ***** **** ****** ** punish *******? * ****** ** ****** to ***** ***:
*. ****** ** ******* **** ** understanding *** ***** ** **** ******* reps **** ****, ***** *** ************** *****. **** ** ******** ** ****.
*. *** ********** ********** *** ****** in **** ****** **** **** ******** for *** *********** *** ***** ******* in ** ** *** ** ****** like *** ******** ** *** ****, Verkada, *** ********** ****** **** ********** this ******* ********.
*. ***, ** **** **** **** from *** ********** *********, * ***** almost ********* *** ***** ** ********** would ** ********* ****. *** ** didn't.
*. ****** **** ****** *** ** yr *******? *** *** **** *** years, *** ** *** ****** **. If ********* **** *****, ** **** replace **. ** ********* *** *** cool ***** ***, *** *** **. Probably *** ***** ********** ** **** school ********. ** **** ****, ** surprises, ** ****** ********/*******. ****.
*****, *****, ** ***********, ******* ***** ambitious ***** *************. ** **** **** deals ********** **** ****** ** ******* to "**** ** *******." ***** ** the ********** **** **** **** *** deal (* ** **** **** *** have ***** ***** ***** ****** ********** but ******* **** ****** ******** *** indifferent, *** ** ********** ** *******) and ****** ** "********" ********.
** *** *** ******** * *** above, "****** ** ************ ******* **** are ******* **** **** ************ *******." Says ***? ***** ** ** *******? Further, ***** *** *** ****** ********** who * ** **** ******* ** these *******? ********** ** *** ****** quo ** ****** ****, *** *** for ***** ********* ** ******.
******* ****** ** ** **** *** discussed, ** ***, ****, ** **** exact ****** *** **** ** ***** up ** ***** ***** ** **********. Verkada ******* * ****, ****** **** an ********** *** *** ******** *** business, *** ** ****** **** * school ******** ** ***** ** ** a ***** ******** *** ** ***** the **** ** *****.
* **** *** ** *********** **** but * ******** ***** **** ***** a "******* ******." ***** **** **********, I ***** **'* **** ** **** it ****, *** ***** *** ********'* background, **'* ****** **************. ********* ****** will **** **** ** **** ** bad, *** ** ** ********* *** I ** ***** **'* ** ********* way ** *** ********, ** ****** in **** ******** **** ** ********** the "**********" ** *** **** **.
** ****** **** * ****** ******** is ***** ** ** * ***** customer *** ** ***** *** **** 10 *****.
**** ** * ******** *****, *** a *** *** ****** ** ** years. ******* *** *** ***** ** years ***. ********* *** **** ******* up ** *** ** ** **** time. *** ***** *** **** **** change ** ** *****? ***** ******* will ** ********** *** **** **** or ***** **'* * *** ** some ************ ****'* ******* ** *** cash ****.
** ********* ******* ** *** **** year, *** **** ** *** ** replace *** *** *******. *** ******** keeps ********, ****** ******* ******** *** license ******.
*** "*******" ** **** ** *********. Call ** **** ** **. ******* says **** **** ** ** ******* friendly, *** **** ****** **** ** cut *** ********** *** *** *** using **** *** *** ******* ******** part.
****** * ** **** ******* ***** far *******. ** **** **** ******. If **** **** *** ****** ** 1 ****, **** **** ****** **** 10 ***** ** ******** ** **** costs.
** **** **** *** ****** ** 1 ****, **** **** ****** **** 10 ***** ** ******** ** **** costs.
******* *****-**** ******** *** *** ********** and ***-************. ******* ***** ** **** anyway ******* ** *** *** ******* is ********* ** ***, ********** ******. Such ***** **** **** ******** *** a **** ****, ******* ** ** buying **** **** ********, *******, *******.
**** ********** ****** ** ***********! *** what *** *****!! **** ** **** I *****:
******* ** * ****** ***** *******. They *** *** **** "*******" *** dealers *** **** **** **** *******, anyone, ** ******* ***** ******. *** recurring ******* *** ******* *** ***. For **** ***********, ******* ** * bad ****! *** **** ********* **** chose ******* **** ********** ** ******* with ***** ********.
*** *****'* ******** *** ************ ******** integrators ** **** ** ******* **** more *********, *********** *** ***** ********* will ****** **** ** **** **** Verkada *** ****** ***** ***** ** lose *** ****** *******, ** #* has ******* **.
**, *** "*****'* ********"---****** **** *** heart ** *** ****** ** **** juncture. *** *******'* ***** *** ***** unfavorable *** ***** "*******." * ********** this ******* ** ******** ******. *******, each ******* *** *** ****** ** participate ** ***.
*******, **** ******* *** *** ****** to *********** ** ***.
*** ****, *** **** ** *** seeing ** **** ******* ** **** and **** ******** **** *** *** DCW *** ******** ** *********** **** Verkada's *****. *** *** ******** ** how *** ******* *** *** **** such ************.******* **** **** ** *** **** security ************** *** **** **** **** **** / ***** ** ** **.
* **** ********* ********** **** *******'* business ***** *** ********* ********** ******** with ***** ** *********** ******** ****** integrators. **** *** **** ********** **** IT *********** *** ***** ******** ** an ********** ******* *** ****** *******'* solutions ***********, ** **** ***** *********** who ********** *******'* **********. *********** *********** who ***** *******'* ******** **** ******* realize **** *******'* ******* ** * "partner" ** **** ********* **** **** they *** **** **. *'* *** implying **** ***** ***** ** ******. It *** **** ******* ** * rather *********** ********** *** *********** **** adhere ** ************ ******* **** *** aligned **** **** ************ *******.
*** ******** ********* ** ********--*** *********** integrators **** ** ****** **** *** product ******** *** ***** **** *** growth ** *********** **** *** ******** go-to-market ****** ** ********** ************* ***** for ******** *****.