raj nijjer - designing saas products for the small business owner
DESCRIPTION
Raj Nijjer, GoDaddy Designing SaaS Products for the Small Business Owner - Who is the Small Business Owner? - What do they need and most important, what do they don’t need? - How Godaddy had to change to serve the needs of SMB’s? - Results of speaking the same language as the SMB.TRANSCRIPT
SIC INTERACTIVE - GODADDY
Designing product for Small BusinessesSEATTLE INTERACTIVE 10.30.2013
@rajnijjer
SIC INTERACTIVE - GODADDY 2
about me…
NINE YEARS AT GODADDY
…most of it working with small businesses
OVERSAW MANY SUCCESSES
…few @$%^ ups
HELPING SMALL BUSINESSES GET
DISCOVERED
…online and offline
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27 MILLION SMALL BUSINESSES IN US
6 MILLION NEW BUSINESSES YEARLY
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What are they starting?
Agriculture, forestry, fishing, & hunting
Mining
Utilities
Construction
Manufacturing
Wholesale trade
Retail Trade
Transportation & Warehousing
Information
Finance & insurance
Real estate & rental & leasing
Professional, scientific, & technical services
Management of companies & enterprises
Admin. & support
Educational services
Health care & social assistance
Arts, entertainment, & recreation
Accommodation & foodservices
Other services (except public admin)
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000
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THEY ARE CONFIDENT
“I can do this better”
“Go Ahead, try my dish,
you will love it!”
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THEY ARE IN CONTROL
“my service is my
reputation”
“one slip up and I can go out
of business”
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THEY ARE PERFECTIONISTS
“99.999% isn’t 100%”
“Every customer should walk
away smiling”
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THEY WANTFREEDOM
“I run it my way”
“I choose to work for me”
“I go to work when I want”
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Most difficult aspect of owning a business ?
0
50
100
150
200
250
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How many roles do they perform everyday?
Zero 1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 11 or more0
20
40
60
80
100
120
140
160
180
200
Natalie the Go Getter• Former Nurse• Just opened her first restaurant• Wears many hats • Works 60-70 hours a week• Takes 5 minute breaks • Small business
Dreams big
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NOW WHAT?
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Product must adapt to Natalie’s needs
Natalie’s Voice
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“I can't place the images the way I want them. I can't edit images easy … Just keep it simple.”
“Lacked flexibility in designing website from scratch and then publishing”
“Responsive grid, adaptive graphics”
“Forget about fancy features: I couldn't get the text to be the right size and color.”
“Every page for the website was identical and did not offer other templates for each page”
“Resizing images and pages is the main concern. I don’t really prefer the way the photo album is set up.”
“It's difficult to use.”
Ease of placement of blocks
“
Out with the old
v7
on page image editing
drag n Drop anywhere
Undo and redo
Turnkey setup*
personalized Setup*
theme Designer
responsive Themes
inline Text editing
Build the simplest DIY tool for VSB’s
Activate and publish in three steps
Publish, Publish, Publish
Every screen has a primary function
Don’t be afraid to cut
A real customer
A real customer
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Results?
Publish rates up 30%
Activation up 25%
Cancels down 35%
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Thank You
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