aaron weiss october 7-9, 2008 - hp.com€¦ · the smb opportunity •$92b ww smb market opp ......
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10/22/2008/08 1 HP Confidential
Aaron WeissOctober 7-9, 2008
Design, Print, Promote…Beyond the Device
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The SMB Opportunity
•$92B WW SMB market opp
•Estimated 35 million micro/small businesses
worldwide in 2007
•SMB market is growing 6% year
over year
•98% of SMBs are micro/small businesses
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SMB segment detail
Emerging Countries Developed Countries
0 5 10 15 20 25
500 to 999
250 to 499
100 to 249
50 to 99
20 to 49
10 to 19
5 to 9
1 to 4
Medium high 0.2%
Medium low1.8%
Small19%
Micro79%
Source: Pan HP market model 1H08, AMI SMB Global Model 2H07
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What small business customers are saying “I’m a three person shop – I don’t have time to figure out how to connect my printer to my PC or understand networking, much less how to easily ‘go green’.”
“As a small business owner, I’m worried about how much my marketing program will cost and whether it will even pay off in the long run.”
“I can’t afford to waste my time or my customers’ – I need practical solutions that deliver an immediate value.”
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How HP is helping
Start Simple
Work Smarter
Grow Faster
Save Time and Reduce Hassle
Save Money and Make a Greater Impact
Improve Productivity and
Develop Business
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New Products
HP LaserJet P2030 series
HP Color LaserJet
CM2320 MFPHP Color LaserJet CP2020
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Worldwide page opportunity
9.5% digital printing50 trillion pages in 200710% digital printing53 trillion pages in 2010
19% marketing collateral pages
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Small Business Marketing Challenges
High Quality Results Affordable Cost
Seamless and Flexible (print when / where you want)Easy for anyone
in the office to use
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SMB Digital Publishing Ecosystem
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New: HP Creative Studio – For Business
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Q&A
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Hands-On Workshop
• You are a small business owner of Sunshine Sweets, a neighborhood café/bakery in San Diego.
• Mission: Create professional-looking marketing materials. Choose from:– Flyer for special Halloween sale– Brochure of catering services– Menu
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Instructions
• Gather into Teams A and B
• As a group, select what project to create from the HP Creative Studio (www.hp.com/print): flyer, brochure or menu– Templates are also saved to your computer’s
desktop
• Spend up to 30 minutes to design and print one piece of marketing material
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Marketing Material Gallery
• When materials are complete, teams should post their final product to the wall gallery
• Ron Coughlin will select one winning sample based on the following criteria:– Professional-quality presentation– Creativity (use of template and verbiage)
Prize Package: • HP Officejet Pro L7590 All-in-One or HP Color LaserJet
CP1215
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Back-up Slides
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SMB opportunity and strengths
Source: Pan HP market model 2H07, Jan 31 2008
Market size and growth HP Market share
Channel coverage1
WW SMB Hardware Units**WW System TAM $B*
2005 2006 2007 2008 2009 2010 2011
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
(in m
illio
ns)
SMB Enterprise Consumer
ColorLaserJet
MonoLaserJet
ColorLaserJet MFP
MonoLaserJet MFP
Colorinkjet
ColorInkjet MFP
0%
10%
20%
30%
40%
50%
60%
*Hardware, ink & toner; excl. software & services; **IDC Q1’08; 1 Pan HP SMB data, corporate development
70%55%
20112007
70%55%
20112007
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The small business customer
•Small (under 50 employees), micro and home-based
•Primarily purchases at retail; IT resellers become more relevant with greater # of employees
•Top priority is to focus on running their business, not worrying/thinking about technology
•Limited resources – need to save time and money
•Not always sure where to go for help or tools
•Low cost/hassle-free solutions
•Simple and easy tools/resources
•Highly reliable products/solutions
Needs
Challenges
Profile
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In-House Marketing Landscape
Key statistics
Small business concerns
Small business marketing materials
• 57% of small businesses in the U.S. outsource their marketing production and printing
• For a 500 run length, businesses would save over 50% versus using a print shop
• 46% of small businesses did not have general marketing expertise
• Wish they had more time to market business
• Not sure where to go for affordable help
• Want professional help but don’t think they can afford it
• Small businesses want to create materials in-house:
– Believe it can reduce costs (39%) – Value the convenience/speed (33%)
• On average, small businesses last updated their marketing materials 1.2 years ago and websites 6 months ago.
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HP Creative Studio Activities
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HP Creative Studio Assets/Partners
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Introducing: MarketSplash by HP
CHOICE
VALUE
SPEED & CONVENIENCE
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MarketSplash Demonstration
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Working smarter… online