small businesses going online november 30, 2007 allison mnookin vice president, small business...
Post on 03-Jan-2016
213 Views
Preview:
TRANSCRIPT
Small Businesses Going Online
November 30, 2007
Allison MnookinVice President, Small Business Division
Who We Are…
Intuit Company Information
Intuit has 26M consumer users
Founded in 1983
FY 2006 revenue of $2.3 billion … more than half from small businesses
The leading provider of small business financial solutions… and now going beyond finance as well…
7 million Small Business users
Source: Intuit’s Small & Simple Quant Survey 2006, Main Street Quant Survey 2006, Mid Market Quant Survey 2006
Acquiring Customers is #1 Pain
68% New-to-the-world and 75% Established Firms Say Finding Customers Is Biggest Limiting Factor to Growth68% New-to-the-world and 75% Established Firms Say
Finding Customers Is Biggest Limiting Factor to Growth
$110B Annual Spend on Marketing
$110B Annual Spend on Marketing
~60% spent marketing $ in the last 12 months
~60% spent marketing $ in the last 12 months
Sources: Intuit Quantitative research 2006. 2005 City Business Journal Study of U.S. SMB Spending.
Small Businesses Spend on Marketing …
Sources: Marketing spending from City Business Journal Network, 2005. Percent of small business from Intuit Quantitative research 2006.
… But The Web is Way Behind
Sources: Intuit Quantitative research 2006, Kelsey Group.
Percent Marketed Online in the Last 12 Months = 22%
Percent Marketed Online in the Last 12 Months = 22%
Percent of Marketing Budget Online <5%Percent of Marketing Budget Online <5%
0%
10%
20%
30%
40%
50%
60%
70%
Personal Business
25%
52%
63%
Main Street Mid-market
Far Less than Half of Small Businesses Have a Web Site
22M 3.2M 0.6M
Source: Intuit’s Small & Simple Quant Survey 2006, Main Street Quant Survey 2006, Mid Market Quant Survey 2006
+95% of customers
say they want a site
Why Do Small Business Owners Create Websites?
Allow customers to get information about our products & services at any hour
Build awareness of our business
Establish ourselves as a legitimate business
Show customers our products over the Internet
Increase number of customers
Increase sales
Extend our customer base beyond our local geographic area
Stand-out from our competitors
Customers kept asking for our website address
TO DRIVE GROWTH
Source: Intuit’s Web Site Net Promoter Research, June 2007 (n=500)
But It Isn’t That Easy!
“I’m not interested in advertising on the world wide web and reaching a broad audience when the target we’re after is so small.”
“I don’t really know what’s involved in getting a site up and going. I’d need to get that figured out, I would find someone to do it for me.”
“I don’t know the right term, but you know, I want everyone to be able to find the website no matter what”
Sources: Intuit Qualitative Research
“Having a webstore is like having a 2nd store but it’s in a language I don’t speak”
Now… How do I get Traffic?
Handed out business cards
Sent emails
Sent postcards, letters or brochures to customers
Added metatags & specific keywords on my website to make sure I show up at the top of
pages when people search
Bought online pay per click keyword ads
Bought Online banners ads
Bought online local listing placement like Internet yellow pages, CitySearch or Yahoo!
Local
Other
Have not taken any steps
Source: Intuit’s Web Site Net Promoter Research, June 2007 (n=500)
But What Was Most Effective?
Added metatags & specific keywords on my website to make sure I show up at the
top of pages when people search
Handed out business cards
Sent emails
Sent postcards, letters or brochures to customers
Other
Bought online pay per click keyword ads
Bought online local listing placement like Internet yellow pages, CitySearch or Yahoo!
LocalBought Online banners ads
Source: Intuit’s Web Site Net Promoter Research, June 2007 (n=500)
Which Tactics Are Likely to Yield Results Beyond Expectations?
Keyword Searcha
(n=76)
Direct Marketingb
(n=104)
Bothc
(n=163)
Much higher than expected
Somewhat higher
About what expected
Somewhat less
Much less
Amount Business Has Increased
Source: Intuit’s Web Site Net Promoter Research, June 2007 (n=500)
2. Provide Help… then let me do it myself
Net Promoter scores of new users on financial software improve 40% when someone helps with set-up
3. Solve integrated problems well
1 Million Small businesses use Intuit Payroll
…more than Paychex & ADP combined
top related