This document discusses strategies for Square to achieve global success, including improving its support center. It analyzes Square's strengths and weaknesses, as well as opportunities and threats. Three merchant personas are described who have different needs from Square's payment and business solutions. The document proposes improving the user experience and data collection of Square's support center to increase customer satisfaction scores and revenue per merchant. A go-to-market plan is outlined to beta test and launch updates to the support center.

1. BRINGING IT
FULL CIRCLE

2. Why Square?

3. Strengths
Weaknesses
Opportunities Threats
Pricing
Structure
Small
Margins
Software
Solutions
B2C
Offering
Overseas
markets
Non-urban
markets
Wall Street
Large Retail
Online Payments
Competition
Banking Infrastructure
Liability Shift
Mobile payments
SMB Loyalty
Breadth of Integrations
COMPANY
CONTEXT

4. KEYS TO GLOBAL SUCCESS FOR SQUARE
Total
Transaction
Volume
Number of
Active
Merchants
Market Share

5. Revenue / Active Merchant
Net Promoter Score
PRODUCT METRICS
Acquisition
Retention
Activation
Referral
Revenue

6. MERCHANT
PERSONAS

7. ● Sells at craft markets
● Annual Transaction Volume:
$5K
● Hardware: Chip Reader
● Software: Register, Online
Store
● Support: Browses FAQs
○ Low Urgency
Jess
Woven, Inc.
Primary Needs
● Mobility
● Low-cost credit card
processing
● Food truck at Off the Grid
● Annual Transaction Volume:
$90K
● Hardware: Point of Sale
● Software: Register, Payroll
● Support: Calls Support
○ High Urgency
Primary Needs
● Easy set-up
● Prompt payment
● Fast, accessible support
Edgar
Sticky Fingers Foods
● High-end furniture store
● Annual Transaction Volume:
$650K
● Hardware: Point of Sale
● Software: Register, Invoices,
Payroll, Online Store
● Support: Sends email
○ Medium Urgency
Aly & Jamie
J’Taime Designs
Primary Needs
● Business management
● Payment solution for
multiple locations

8. WHAT IS WINNING FOR MERCHANTS?
Accepting any payment
Getting paid quickly
Less back office time
Access to Support

9. “We love Square,
BUT……..”

10. Merchant Maverick, Jan. 5, 2016
Business News Daily, June 11, 2015

11. SUPPORT
CENTER
REFRESH

12. Hypothesis
By improving UX and data collection ability, Square will see:
➔ Increase in Net Promoter Score
➔ Increase in Revenue/ Active
Merchant

13. “As an active Square merchant, I want to quickly find
the information I’m looking for and get help if I’m stuck.”

14. SCOPE OF THE SOLUTION
Work on responsive desktop version first
➔ Mobile/in-app support secondary

15. SCOPE OF THE SOLUTION
Keep SalesforceDesk API to utilize:
➔ Search bar with predictive text
➔ Content management for FAQs
➔ Data collection

16. SCOPE OF THE SOLUTION
New support center pages have:
➔ Less content that is more
streamlined and visual
➔ Easier access to one-on-one Support
➔ Content edited and re-prioritized on a
regular basis from visitor feedback

17. CURRENT STATE FUTURE STATE

18. CURRENT STATE FUTURE STATE

19. How will we roll
this out to
merchants?

20. Next steps
before
starting
work
Verify most
important
metrics with
Square
Research API
requirements &
system
dependencies
Examine
existing
Support Center
data

21. THE GO-TO-MARKET PLAN
Internal testing & training
Beta group launch
Blog post & Email
Global launch

22. Thank You!
➔ lizhyde13@gmail.com
➔ pinterest.com/liz_hyde
➔ @lizhydepm