Steven Deobald, CEO
Håkan Råberg, CTO

Proposition

Endatabas is a

SQL Document Database

with Full History
 

"Never write your own database."

...so why did we?

Problem

A landscape of splintered and scattered data tools, compounding costs, and employee time wasted

It Can't Last

"But industry insiders don't expect this period of free-flowing cash, sky-high valuations and a litany of vendors to last.

Instead, they expect a wave of consolidation within the next decade"

$5000

Confluent Cloud

Event streaming, as a source of truth.

$2000

DynamoDB

1TB of storage, transactional workloads, and CDC

$1000

Aurora

1TB of storage, reserved 1x writer, 3x read replicas, backup

$12,000
/mo

$4000

Redshift

Standard configuration, 1 node, 24 months of storage

small
team
costs

Customer Pain

Every company wastes
money, time, and people
on data products.

In the 2020s, many data architectures feel like a 5-car garage.

Solution

Simplicity: One Database

Architecture

• Immutable data
• Time travel
• GDPR-compliance

Full History

• Dynamic columnar storage
• Separated storage / compute
• Adaptive indexes

SQL Document DB

UX / DX

A ground-up database allows the opportunity to build a familiar SQL built on SQLite — with power tools

-> INSERT INTO users (name) VALUES ("Tom")
-> INSERT INTO users {name: "Joseph"}





-> UPDATE users SET role = 'admin'
   WHERE id = '99bede7'



-> SELECT * FROM sales 
   FOR SYSTEM_TIME AS OF 2007-12-07T00:00:00



-> ERASE FROM accounts WHERE id = '4c69a89'



-> SELECT * FROM customers
   WHERE addresses..city = 'Stockholm'



-> SELECT AVG(price) FROM black_friday_sales

Immutable documents

...plain old SQL or convenience syntax

Non-destructive updates

("the database is the log")

Time travel

Native GDPR-compliance

Dynamic SQL

Columnar computation

Telemetry-based Debugging

Example GTM Use Cases

Reified Event Streams

OLTP Append-Only Time-Travel

Exploratory Analytics Queries

Warehousing Disparate Schemas

2023

After 14 months of development, Endatabas has a fully-functional core:

github.com/endatabas/endb

Benchmarks:

• SQL Logic Test
• SQL Acid Test (81%)
• TPC-H
• TPC-C (wip)

Downsizing: Many people would be happier with a Volvo 240 wagon.

Market

TAM = $80B+

$38b

2017

16% CAGR

- Gartner

$80b

2022

"unprecedented growth"
- Gartner

$262b

2030 - DBMS Market

Projected

DBMS
market growth

$472b

2030 - Cloud Storage Market

23.4% CAGR

- Fortune Business Insights

Customers want:

• a simpler product
• replace NoSQL stores with a SQL-native store
• integrate legacy schemas into one store

Everything in one place:

• immutable data in the large
• infinite storage
• HTAP

• start with small customers ($12,000/mo) who want to consolidate products
• dynamic SQL enables small teams in large corporations

• grow into medium-sized ($50,000/mo) who want HTAP and adaptive indexes

• leverage ground-up build to compete with Oracle, AWS before 2030

• "One Database" means users (developers, data scientists, etc.) stay in the product longer

• SaaS helps us grow the product in new ways:
  AI for adaptive indexes benefits from more data

• we sell the dream of Aurora, but actually help customers manage costs instead of becoming a new burden

Growth

MOA

Position

The time is right.

Start small and accessible.

Grow "One Database".

Win against largest players.

Sell Simplicity.

Our
Competitors

• Aurora, Neon (Postgres)
• MongoDB, Neo4j, Cosmos
• InfluxDB, Materialize
• Firebase, Fauna
• Snowflake, SingleStore

Not Our
Competitors

• Spanner, Cockroach
• ClickHouse
• Elastic
• VoltDB
• dbt

Competitors

• Aurora, Neon (Postgres)
• MongoDB, Neo4j, Cosmos
• InfluxDB, Materialize
• Firebase, Fauna
• Snowflake, SingleStore

Defensibility

• not just "another Postgres"
• SQL-native (not ad-hoc QL)
• time in the DB, not 2nd tool
• SQL+HTTP (not ad-hoc APIs)
• open source

A ground-up database started now wins in 2030.

• AGPL-3.0 - "Ultra Restrictive Copyleft"
• deep tech understanding
• deep market understanding

• dynamic SQL (early sales)
• HTAP (growth)

Why Endatabas Wins

Pricing

SaaS first

• simple pricing
• bundle compute + object storage into unit
• easier to start
• easier to grow

On-prem second

• $100,000/yr minimum
• support cannot be a consulting burden

f/oss

• analytics over valuable Endb data

• time-travel a major use case
• build apps on Endb

on-prem

• integration DB
• "cheap glue"
• consolidate schemas
• generate reports

on-prem

• reifying events
  (ingest Kafka, CDC)
• creating a timeline
• become a platform

SaaS

SaaS

• ad-hoc usage
• exploratory queries
• low barrier to entry
• dev tool, nice UX

Customer Adoption Journey

(Example)

Investment

Fund the Post-Postgres database today

$3m to $80b

2024

• find $3m USD seed
• hire 1-3 engineers
• pay for cloud infra

Exit Strategies

• Large vendor M&A: Oracle, Microsoft, IBM
• Service vendor M&A: Amazon, Google
• IPO as early Third Wave Commercial Open Source

2023

• build out HTAP to claim OLAP marketshare

• endb in all 4 major clouds
• hire sales team

2024

• hire 2nd engineer
• polish client UX
• adaptive indexes
• build DBaaS
• acquire initial customers

2025

• hire 3rd engineer
• hire DevRel
• attend conferences
• harden core
• endb multi-node

2026

2027

• bootstrap
• test our willpower
• build fully-functional core product

Investment
Timeline

Team

6 years of R&D

20 years of discovery

6 Years R&D

Decades of distributed systems development,
years of database research,
and three predecessors:
 

• Bank risk data lake
  (2017)
• XTDB 1.x Datalog Engine
  (2018 - 2020)
• XTDB 2.x SQL Engine
  (2021 - 2022)
• Endatabas
  (2023 - )

Founding Team

Steven Deobald

CEO

Håkan Råberg

CTO

Beyond The Team

"Endatabas is an inspirational forward-looking database. It preserves beloved APIs (SQL), but embraces modern paradigms (immutability). In my own work, I've built the essence of what Endb is many times over on top of an RDBMS. Being able to confidently offload that to the RDBMS itself would be a dream. More importantly, it will make it straightforward for my colleagues to embrace these patterns."

- Peter Royal.

Staff Software Engineer and author of Building Modern Business Applications

"Endb is the database I wish I would have had while building multiple high-growth startups. Engineering teams gain tremendous leverage from standardization, yet presently no database is comprehensive enough to handle all necessary use cases. Additionally, performance is always a concern through periods of rapid scaling. The flexibility, immutability, and performance of Endb make it highly compelling."

- Dan Manges.

Co-founder and CTO of Root (IPO) and Braintree (acquired by PayPal)

"Endatabas is interesting because of all the conversations I've been in around blockchain and how most use cases would be better off just using a database. It combines immutability, auditing, and time travel with a much lower cost, faster performance, and a simpler, more familiar interface (SQL)."

- Jeremy Hubert.

Co-founder and CTO of Zipline

"Every developer is scared of the report that is asked for on historical data. You either invest in a complicated and expensive ETL platform that stores every event, or you start writing piles of code to make this one report happen. An immutable database that lets you query on past data is a superpower for any developer."

- Tejas Dinkar.

VP Engineering at Quintype,

Head of Cloud at Dgraph,

CTO of Jiva

Appendix

Technology

• Rust <=> Common Lisp
• SBCL Dynamic Runtime
• Apache Arrow
• HTTP + WebSocket APIs

• SQL Logic Test (SQLite)
• SQL Acid Test
• TPC-H, TPC-C

Future
Possibilities

• Vector Indexes
• Full-Text Search
• SQL:2023 (PGQ)
• Bitemporal Indexes

Questions?