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SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
SaaS uk accounting market 2010
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SaaS uk accounting market 2010

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Opportunities and challenges in the UK SaaS accounting market

Opportunities and challenges in the UK SaaS accounting market

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  • 1. <ul><li>September, 2010 </li></ul>Dennis Howlett AccMan SAAS UK ACCOUNTING MARKET: OPPS AND CHALLENGES
  • 2. obligatory advert AccMan
  • 3. <ul><li>IDC: SaaS accounting no 3 on list </li></ul><ul><li>UK YoY growth = 100% ave in SMB </li></ul><ul><li>“ Every SaaS vendor in the Software Insider Index drove 14% to 26% growth despite the pick up in on-premises license sales” (Ray Wang - Altimeter: 20th Aug, 2010) </li></ul>AccMan SAAS IS HERE TO STAY
  • 4. <ul><li>Total opportunity = 5.3 million people/enterprises </li></ul><ul><li>Real opportunity, likely 1.3 mill cos + proportion of 0.3 mill ptnrships </li></ul>AccMan UK SME MARKET
  • 5. <ul><li>Xero’s est per annual presso: July, 2010 </li></ul>AccMan UK SME MARKET
  • 6. <ul><li>Highly competitive, 70 apps </li></ul><ul><li>Kashflow, FreeAgent, Xero, e-conomic, Liquid, WinWeb...etc etc but </li></ul><ul><li>All to play for while... </li></ul><ul><li>Sage being disintermediated </li></ul>AccMan UK MARKET - VSB
  • 7. <ul><li>Vertical - FreeAgent </li></ul><ul><li>Horizontal - Xero etc </li></ul><ul><li>Process - BrightPearl </li></ul><ul><li>All-in - WinWeb </li></ul><ul><li>Limited - FreshBooks, Blinksale </li></ul>AccMan VSB DIRECTIONS
  • 8. <ul><li>Very few credible players </li></ul><ul><li>Twinfield, NetSuite, Intacct, SAP BYD and ?? </li></ul><ul><li>High value opportunity but... </li></ul><ul><li>Suites likely to win significant value deals </li></ul>AccMan ‘ M’ IN SME MARKET
  • 9. <ul><li>Price assumptions are whacked </li></ul><ul><li>Players think price is crucial </li></ul><ul><li>NS delivers 3x Twinfield for 5x+ price </li></ul><ul><li>Key is perceived service value </li></ul>AccMan THE PRICE MYTH
  • 10. <ul><li>Kashflow: £14.99 for accounts. Lots of APIs </li></ul><ul><li>FreeAgent: £25 but inc CT calcs. </li></ul><ul><li>Both growing fast - FreeAgent got IRIS deal - go figure? </li></ul>AccMan THE PRICE MYTH
  • 11. <ul><li>Perceived value creates the deal </li></ul><ul><li>Try before you buy matters </li></ul><ul><li>User experience vitally important </li></ul><ul><li>Post sales service = stickiness </li></ul>AccMan THE VALUE PROPOSAL
  • 12. <ul><li>“ When Nintendo introduced the Wii in 2006, the video game console wars where in full swing…Nintendo opted out of this [technology arms] race by giving us a console that was a lot less of the things we were expecting, and a lot more of the things we weren’t. And the result was a revelation. An eye opening, unanticipated revelation. All it takes is for a single firm to come along and alter the evolutionary trajectory of a single category.” - Youngme Moon - Different: Escaping Competitive Herds, 2010 </li></ul>AccMan THE VALUE PROPOSAL
  • 13. <ul><li>It’s not Sage </li></ul><ul><li>It’s not secure </li></ul><ul><li>I can’t customize </li></ul><ul><li>It doesn’t do Excel </li></ul>AccMan ACCOUNTANT’S OBJECTIONS
  • 14. <ul><li>It’s not Sage/Microsoft/MYOB etc </li></ul><ul><li>It’s not secure </li></ul><ul><li>Hybrid is better (if you must) </li></ul><ul><li>It doesn’t do Excel </li></ul>AccMan INCUMBENT’S FUD
  • 15. AccMan THE SOLUTION
  • 16. <ul><li>Every interaction is a service opportunity </li></ul><ul><li>Engage often and on their terms </li></ul><ul><li>Differentiate on service </li></ul><ul><li>Help accountants’ onboard clients </li></ul>AccMan ACTION
  • 17. AccMan EXAMPLE
  • 18. <ul><li>Market opportunity is huge </li></ul><ul><li>FUD is rife - talk benefits, not FF </li></ul><ul><li>Make user experience stunning </li></ul><ul><li>Never compete on price </li></ul>AccMan RECAP
  • 19. Dennis Howlett AccMan Q&amp;A
  • 20. Dennis Howlett AccMan CONTACT <ul><li>email: [email_address] </li></ul><ul><li>Twitter: http://twitter.com/ dahowlett </li></ul><ul><li>Skype/Facebook/Lin kedIn: dahowlett </li></ul><ul><li>tel: +34 953 708 636/+34 607 482 739 </li></ul>
  • 21. Dennis Howlett AccMan THANKS &amp; CREDITS <ul><li>Thanks for your attention </li></ul><ul><li>Thanks to Hugh MacLeod: http://www.gapingvoid.com for use of his art </li></ul>

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