Tool Session BatchBook A Study in Simplicity K. Srikrishna January 30, 2009

Objectives Study a web 2.0 app that we are familiar with One that we use for our daily needs Draw best practices & insights Share with larger audience Evangelize & propagate key insights Focus on four things True innovations, features worth emulation Biz insights & observable shortcomings

Study a web 2.0 app that we are familiar with

One that we use for our daily needs

Draw best practices & insights

Share with larger audience

Evangelize & propagate key insights

Focus on four things

True innovations, features worth emulation

Biz insights & observable shortcomings

Today's Tool – BatchBook (“BB”)‏

Page 0: Landing Page

alt="8,000,000 contacts are managed with Highrise"

Evolving Positioning 2008 2009

Some Web 2.0 Observations Most folks use a 20/60/20 or 15/70/15 screen split Definitely on screen0 – landing page BatchBook uses full screen beyond screen 1 Uses a vertical 65/35 split of the full browser screen Left (65) has the tab specific content Right (35) has commonly used easy-access tools QuickActions, Tag Cloud, Customization Most tools (incl BB) use a dash board Recent feature is ability to move fields btw LHS & RHS

Most folks use a 20/60/20 or 15/70/15 screen split

Definitely on screen0 – landing page

BatchBook uses full screen beyond screen 1

Uses a vertical 65/35 split of the full browser screen

Left (65) has the tab specific content

Right (35) has commonly used easy-access tools

QuickActions, Tag Cloud, Customization

Most tools (incl BB) use a dash board

Recent feature is ability to move fields btw LHS & RHS

Summary & Take-aways Simplicity in usability & functionality Finite functions, ease of access SuperTags Infinite extensibility complexity hidden & user driven Customizable dashboard Nicer implementation of MS SharePoint-like page Third Party integration & API MailChimp, (simple) API for reports Strong social networking slant (Google & Twitter search)‏

Simplicity in usability & functionality

Finite functions, ease of access

SuperTags

Infinite extensibility

complexity hidden & user driven

Customizable dashboard

Nicer implementation of MS SharePoint-like page

Third Party integration & API

MailChimp, (simple) API for reports

Strong social networking slant (Google & Twitter search)‏

BatchBook: Diving into tool Tab bar as primary navigation QuickAdd Bar for easy access to most common tasks

BatchBook Dashboard

Simplicity - everywhere BatchBook Top level menus ZohoCRM LogicBright HighRise

Keeping it Simple: Quick Action Menu ZohoCRM HighRise BatchBook Quick Add widget

SuperTags – key innovation Tags on steroids User definable sub-fields within a tag Immense flexibility User searchable

Tags on steroids

User definable sub-fields within a tag

Immense flexibility

User searchable

Interesting touches Use of email Ability to auto attach bcc'd emails to contacts HighRise has this mailbox drop feature Ability to add to-dos through email Affiliations Interesting method to create two-way relationships client<->supplier, father<->daughter, user definable Social media integration Twitter & Google search in dashboard (configurable)‏ RSS feed integration into superTags (cool!)‏

Use of email

Ability to auto attach bcc'd emails to contacts

HighRise has this mailbox drop feature

Ability to add to-dos through email

Affiliations

Interesting method to create two-way relationships

client<->supplier, father<->daughter, user definable

Social media integration

Twitter & Google search in dashboard (configurable)‏

RSS feed integration into superTags (cool!)‏

Other Observations 3 people founded it (CEO, VP Tech & Comms Dir.)‏ Heavy local slant with local small biz support Very active in social networks Chris Brogan, Twitter, Local Small Biz forums Great marketing – locally & globally Active support forum Strongly using third party platforms Beast.se for support forum, FreshBooks,

3 people founded it (CEO, VP Tech & Comms Dir.)‏

Heavy local slant with local small biz support

Very active in social networks

Chris Brogan, Twitter, Local Small Biz forums

Great marketing – locally & globally

Active support forum

Strongly using third party platforms

Beast.se for support forum, FreshBooks,

Summary (1/2)‏ Launched with barebones address book With comms, tags & supertags CRM features Strong focus on small & med business Strong personalized support & service Subsequent revs have been around Minor (user driven) improvements Social feature addition (with superTags)‏ Supertag based variants design, real-estate, marketing 3 rd party integration & API

Launched with barebones address book

With comms, tags & supertags CRM features

Strong focus on small & med business

Strong personalized support & service

Subsequent revs have been around

Minor (user driven) improvements

Social feature addition (with superTags)‏

Supertag based variants

design, real-estate, marketing

3 rd party integration & API

Summary (2/2)‏ BatchBook Core Value simplicity first Responsiveness Key Innovation SuperTags Differentiators Social + API Segment specific Missing/Negatives Reports are weak Contact-centered HighRise Core Value simplicity Brand following Key Innovation Cases+Deals Differentiators Cases API Missing/Negatives opinionated Zoho CRM Core Value Completeness Enterprise focus Key Innovation Use of Zoho Worksheet Differentiators Zoho Suite integration Missing/Negatives Comple(te)xity All things to all people

BatchBook

Core Value

simplicity first

Responsiveness

Key Innovation

SuperTags

Differentiators

Social + API

Segment specific

Missing/Negatives

Reports are weak

Contact-centered

HighRise

Core Value

simplicity

Brand following

Key Innovation

Cases+Deals

Differentiators

Cases

API

Missing/Negatives

opinionated

Zoho CRM

Core Value

Completeness

Enterprise focus

Key Innovation

Use of Zoho Worksheet

Differentiators

Zoho Suite integration

Missing/Negatives

Comple(te)xity

All things to all people