Raj Nijjer - Designing SaaS Products for the Small Business Owner

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Raj Nijjer, GoDaddy …

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.

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  • The ways consumers find information about companies or brands is changing. Where natural search results once were the primary way users discovered content or websites, now non-search engine media such as mobile apps, social networking sites, and consumer review hubs are veritable contenders in consumers’ paths to discovery. Users have become so comfortable searching and discovering online that they employ their own methods and weave together personal paths of discovery that lead them to what they’re looking for. To ensure that SMB’s are “findable” across all different types of media, We believe that we must shift the scope of our work (on behalf of the SMB) from just buying paid search ads and conducting SEO projects to enabling brand discovery — a practice we’ve dubbed “discovery marketing”From: Forrester
  • So Let’s about a Go Getter, Let’s talk about Natalie, who is she?
  • Their current website Maleesthaibistro.comDierde Pain, owner of Malees, has a link to her menu on the menu page to a single platform menu. Two clicks
  • Alanzi.net/menu.htmlNew menu on a godaddy v7 website, powered by locu

Transcript

  • 1. Designing product for Small Businesses SEATTLE 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 SIC INTERACTIVE - GODADDY 2
  • 3. 27 MILLION SMALL BUSINESSES IN US 6 MILLION NEW BUSINESSES YEARLY SIC INTERACTIVE - GODADDY 3
  • 4. What are they starting? Other services (except public admin) Accommodation & foodservices Arts, entertainment, & recreation Health care & social assistance Educational services Admin. & support Management of companies & enterprises Professional, scientific, & technical services Real estate & rental & leasing Finance & insurance Information Transportation & Warehousing Retail Trade Wholesale trade Manufacturing Construction Utilities Mining Agriculture, forestry, fishing, & hunting 0 200 400 600 800 1,000 1,200 Thousands SIC INTERACTIVE - GODADDY 4
  • 5. THEY ARE CONFIDENT “I can do this better” “Go Ahead, try my dish, you will love it!” SIC INTERACTIVE - GODADDY 5
  • 6. THEY ARE IN CONTROL “my service is my reputation” “one slip up and I can go out of business” SIC INTERACTIVE - GODADDY 6
  • 7. THEY ARE PERFECTIONISTS “99.999% isn’t 100%” “Every customer should walk away smiling” SIC INTERACTIVE - GODADDY 7
  • 8. THEY WANTFREEDOM “I run it my way” “I choose to work for me” “I go to work when I want” SIC INTERACTIVE - GODADDY 8
  • 9. Most difficult aspect of owning a business ? 250 200 150 100 50 0 Not enough time to get everything done employees (i.e. sales, receptionist, customer service) Managing multiple jobs Covering Staying ahead of competition Making a profit Other, please specify SIC INTERACTIVE - GODADDY 9
  • 10. How many roles do they perform everyday? 200 180 160 140 120 100 80 60 40 20 0 Zero 1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 11 or more SIC INTERACTIVE - GODADDY 10
  • 11. 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
  • 12. NOW WHAT? SIC INTERACTIVE - GODADDY 12
  • 13. Product must adapt to Natalie’s needs SIC INTERACTIVE - GODADDY 13
  • 14. Natalie’s Voice “I can't place the images the way I want them. I can't edit images easy … Just keep it simple.” “Forget about fancy features: I couldn't get the text to be the right size and color.” “Resizing images and pages is the main concern. I don’t really prefer the way the photo album is set up.” “Responsive grid, adaptive graphics” “It's difficult to use.” “Lacked flexibility in designing website from scratch and then publishing” Ease of placement of blocks “Every page for the website was identical and did not offer other templates for each page” 14
  • 15. Out with the old
  • 16. drag n Drop anywhere Undo and redo on page image editing theme Designer v7 inline Text editing Turnkey setup* personalized Setup* responsive Themes
  • 17. Build the simplest DIY tool for VSB’s Activate and publish in three steps Every screen has a primary function Don’t be afraid to cut Publish, Publish, Publish 17
  • 18. A real customer
  • 19. A real customer
  • 20. Results? Publish rates up 30% Activation up 25% Cancels down 35% SIC INTERACTIVE - GODADDY 26
  • 21. Thank You SIC INTERACTIVE - GODADDY 27
  • 22. SIC INTERACTIVE - GODADDY 28