ready for launch: four best practices for launching your app

#QBConnect

Ready for Launch: Four BestPractices for Launching Your App

#QBConnect

Ronny TeyGroup Manager, Apps.com, Intuit Developer Group

Pearce AurigemmaDeveloper Evangelist, Intuit Developer Group

@IntuitDev

#QBConnect

1. Know Your Customer

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‘

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#QBConnect #QBAppLaunch

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The Small Business Ecosystem

1. Sales and Marketing - Acquire and Manage Customers

2. Productivity - Do the Work

3. Operations - Run the Business

4. Finance and Accounting - Manage My Business

THE SMALL BUSINESS ECOSYSTEM HELPS SBO’S RUN EVERY PART OF

THEIR BUSINESS IN THE CLOUD

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Why is the Ecosystem Important?

For Small Businesses

• Customized QB experience

• Save time, reduce data entry

• Separation of duties

For You as a Developer

• Better serve your customers

• Easier to develop and integrate services

• Reach millions of small businesses

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Small Businesses Moving to the Cloud

Q4FY12 Q1FY13Q1FY11Q4FY10 Q4FY13 Q1FY14Q1FY12Q4FY11Q1FY10 Q4FY14

366

399

283

217201

487

304

149

516

684

QBO WW GrowthIn Subscriber Base By Thousands

705

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Most QB Customers Are Services Companies

Services52%

Retail Trade12%

Construction9%

Finance, Insurance, & Real Estate

8%

Wholesale Trade5%

Transportation & Utilities

5%

Manufacturing5%

Agriculture & Forestry, 4%

US QBO Companies by Industry

* Based on 69K QBO companies matched to Dun and Bradstreet US industry segmentation

Employees: 1 to 5

Annual Sales: $100K-$200K

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Today, Small Businesses Use an Average of 18 Apps

• Increasingly mobile

• Always on

• Multiple devices

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0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

Penetration Rate

QB Users Adopting Business Apps Apps Attach Rate to QB

6.41%

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Partners Like You Complete the Ecosystem

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1. Know Your Customer

2.Build and Publish

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New App On QuickBooks Platform

• itDuzzit

• Minimum set of Entities

• Publish to Beta

• Find Beta Testers

- Google: “Find a Pro Advisor”

• Iterate on Intuit Requirements

• Get reviewed!!

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Existing App on Apps.com

• Marketing Campaign QB Integration

• Support Processes

• QuickBooks Certified

• Get reviewed

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Example - Method

Learn More: http://bit.ly/1weU98A

• Ask for reviews after good engagements with customers

• Single point of contact Category Expert

• 5 Star average, with over 600 reviews

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A Global QuickBooks Platform

#QBConnect

• 75% of SMB - English

• 73% exports go to the US

Sept JunDec Mar

CanadaQ

BO

Subscri

ptions

413%

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• 62% of UK SMBs use direct debit

• 13.5% of their purchases online

Sept JunDec Mar

United KingdomQ

BO

Subscriptio

ns

106%

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• Average 27 Kangaroo attacks/year

• GST flat rate 10%

• Sydney is AU’s financial centre

Australia

Sept JunDec Mar

QB

O S

ubscri

ptions

690%

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• 250 million internet user base

• 88% Y-O-Y Growth in eCommerce

• 2 million SMBs who are cloud ready

• QB Leading Cloud Accounting Solution

Sept JunDec Mar

IndiaQ

BO

Subscri

ptions

216%

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• Global tax model

• Global currency

• Local terminology

• Local pricing

• Local Support

How to Go Global

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Next Steps

• Test QB Integration

• Start: Submit Support Ticket

• developer.intuit.com/support

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1. Know Your Customer

2. Build and Publish

3.Get Discovered

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It Begins with Clear Positioning

Simple statement guides the business, end-to-end:

For [target audience],

[product name]

is a [frame of reference]

that provides [key benefit].

Unlike [competing solutions],

[product name] provides [key differentiators]

Positioning

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A Good Example:

Amazon.com used the following positioning statement in 2001 (when it almost exclusively sold books):

“For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.”

World Wide Web users who enjoy booksretail bookseller

instant access to over

1.1 million bookstraditional book retailers

extraordinary convenience, low prices, and

comprehensive selection

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Guidelines for Good Positioning Statement

• It is simple, memorable, and tailored to your target market.

• It is credible, and your solution can deliver on its promise.

• It helps you evaluate your marketing decisions

Source: Doug Stayman, Associate Dean, Cornell University Johnson Graduate School of Management

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When You Know What You Stand For,the Next Step is Telling Your Story

A great story:

• Is authentic

• Makes an emotional connection

• Is not a dry data dump

• Inspires action

“Never stop pitching”--Guy Kawasaki

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Finding the Right Medium to Tell Your Story

Media

• PR

• Email

• Partners

• Webinars

• Search(organic, paid)

Content has value, but more importantly is building the relationship

• YouTube

• Blogs

• Events

• Customer Service

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Apps.com: Channel to Small Business

Monthly Average

1,000,000+ Unique Visitors

600,000+ Shopper Visitors

100,000+ App Card Visitors

GET YOUR APP DISCOVERED BY SMALL BUSINESSES

PayPal

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Apps.com: Channel to Small Business

Data Source: Adobe Analytics 9/20/13 – 10/1/13

2

19%

4 6.2%

3 13%

1 27%

Your

positioning

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True Partners Serving the Needs of Small Business

• Accountants

• Developers

• Intuit

With accountants:

• 38% increase in QBO

conversion

• +20 pts in QBO NPS

When customers sign

up for QBO+App:

• 33% increase in QBO

conversion

• 6% increase in

retention

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1. Know Your Customer

2. Build and Publish

3. Get Discovered

4. Measure…Refine…Repeat

#QBConnect

Measure for Success

App Card

Visitors

Trials

Paid

Subs

Does your app address a small business need?

Do you have a clear and compelling value proposition?

Does the app experience match your promise?

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Take Your Next Step

Build Your App1

Publish2

Get Discovered

- Get reviews

- Go global

3

PayPal

Apps.com

developer.intuit.com

#QBConnect #QBAppLaunch

Thank You

#QBConnect

@IntuitDev and @IntuitApps

Get started: http://developer.intuit.com

Publish your app: http://apps.com

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