Learn what solutions and applications small business customers need today.

1. Lori Fraleigh, Director, Developer Relations, Intuit Developer
Fabrizio Zanollo, Head, EMEA Strategic Partnerships, Intuit Developer
Build apps that customers need:
Developing small business solutions
with QuickBooks Online
WiFi: QBConnect No password required#QBConnect

2. Take a few moments
to Connect with
your neighbour

3. 3
Today’s speakers
Lori Fraleigh
Director, Developer Relations
Fabrizio Zanollo
Head, EMEA Strategic Partnerships
#QBConnect | @IntuitDev | @LoriFraleigh | @FZanollo

4. Overview
Global Small Business Opportunity
Product-Based Businesses
Service-Based Businesses
UK Market Needs
Listen to Your Customers
Engage Throughout the Experience
How We Fuel Your Success
Agenda

5. 5
Where are our customers?

6. 6
Intuit developer – fueling success
"We're changing the world for developers
and small businesses […] We intend to build
a dynamic small business economy
designed to make developers successful
and enable them to do what they're really
good at […] developing innovative solutions
that small business can't live without.”
Scott Cook,
Intuit Founder and Chairman of the Executive Committee
February 2001

7. Global small business opportunity

8. 8
Small business cloud adoption: It’s here, it’s now
A global perspective
Source: 2016 Appification of Small Businesses Report
63% Small businesses on the cloud
66% Use mobile to run their business
63% Use +3 apps for their business

9. 9
Source: Intuit, 2016 Appification of Small Businesses Report (US, UK, AU & CA)
What global small businesses want from an app
Small businesses that
are not on the
cloud are less likely to invest
time and money
on technology integrations.
Improving cash flow, customer invoicing/billing, and time
management/calendaring are among the top factors
considered for businesses seeking to integrate apps.
!

10. 10
Project
Manufacturing
Retail
Schedule
Membership
Source: Intuit, 2016
Market opportunity by business type

11. 11
Source: Intuit, 2016
Market opportunity by business type
Service based
Product based

12. Product-based businesses

13. INTUIT CONFIDENTIAL
Manufacturing businesses

14. 14
Product-based businesses represent a large untapped opportunity
Manufacturers
Buy, sell, and stock
product in-store
One or more online sales
channels, order fulfillment
and shipping
Track many items across
one or more warehouses
Assemble, track, build
products
Wholesalers
Brick and Mortar Retailers eCommerce Retailers

15. 15
What keeps them awake

16. Service-based businesses

17. Schedule-based businesses

18. 18
• Customer engagement is deep and time-bound
• Scope of work is pre-defined
• Work is labor intensive and typically hard to price
Defining characteristics of project-based businesses

19. 19
Different persons in service-based businesses
Professional services
• Consultants
• Accountants
• Lawyers
Billing labor
Often an individual
SBO is key service provider
Field services
• Construction & Trade
• Architecture
• Landscape Design
Billing labor + materials
Work done on site
Several workers
Greater coordination
Larger in scale
Project driven products
• Equipment
• Garments
• Electronics
Billing labor + parts
Made-to-order
Complexity varies

20. JOB COST REPORTING
ACCURATE ESTIMATING + BIDDING
ROUTE PLANNING
MANAGING TASKS
SCHEDULING
CAPTURING JOB COSTS
PROGRESS INVOICING + CHANGE ORDERS
PARTIAL PO’S
PAYROLL JOB COSTING
TRACKING PROJECT FINANCIALS
PROF
SERVICES
FIELD
SERVICES
Expressed pain by business type

21. 21
Securing AnalysisPlanning Logging Tracking Payment
Project-based workflow + key pains
Develop
Contract
Price the Job
Accept/ Get
Signature
Route
planning
Log Expenses
Log Time
Log mileage
Review cash
flow needs
Verify project
is on track
Assess accuracy
of estimate
Assess
profitability
Understand
how to improve
Get Deposit
If I estimate
poorly, I won’t be
profitable
Complexity grows
with number of
workers
Easy to forget,
tedious, workers
need access
No easy way to
get this insight
Progress invoicing,
change orders, partial
POs are difficult
No easy way to
get this insight
Task
assignment
Communication
Scheduling Log notes
Follow up to
get paid
Invoice progress
Pay workers
for time
Pay vendor
for materials
Adjust invoicing
or spending as
needed

22. UK market needs

23. 23
QBO UK is targeting Apps partners for
Specific Verticals
• Property management
• Farming
• Construction
• Charities
• Retail
What we are looking for:
• End to End solutions
• Solving real customer pain points
• Localised for the needs of UK Market specifically
Examples
• Farming industry will need a solution that will cover livestock, crops, dairy farm management software
• Charities sector will expect User + donor management, donations/gift aid, appeal manager, events sponsorships
Key to success: focus, focus, focus…

24. UK research
A look at our SMB base and their expectations

25. 25
< 1 year
6+ years
4-5
yrs
1-3 yrs
Source: Intuit Survey of 515 SMBs, January 2017
How many years has the company you use for QuickBooks been in business?
Answer Choices Response Percent Response Count
Less than 1 year 48.1% 244
1-3 years 9.7% 53
4-5 years 4.9% 28
6 or more years 36.9% 189
Don't know 0.4% 1
Total 515

26. 26
Source: Intuit Survey of 515 SMBs, January 2017
In which region of the UK are you based?
Answer Choices
Response
Percent
Response
Count
London 18.8% 97
South/South East 22.8% 117
West/South West 13.9% 71
Midlands 12.4% 64
East 3.1% 16
North East 2.9% 15
North West 9.9% 51
Yorkshire 6.1% 31
Wales 2.3% 12
Scotland 4.8% 25
Other (please specify) 3.1% 16
Total 515
London
South
South East
West
South West
Midlands
East
N East
North West
Yorkshire
Wales
Scotland
Other

27. 27
Source: Intuit Survey of 515 SMbs, January 2017
Including yourself, how many people work in your business?
0 20 40 60 80 100 120 140
1
2
3
4
5
6-10
11-15
16-20
21-30
31-50
51+NoofEmployees

28. 28
Getting to know our SMBs better
How we got here
DESIGNSEMPATHYINSIGHTS
PROTOYPE
FEEDBACK
3x

29. 29
Research
SMBs:
• Business owners
• Ltd. And VAT registered
• Use Excel or nothing
• Not aware of QuickBooks or
any other FMS
• 95% project based
31
Participants in-person
Total number of entrepreneurs
we talked to
17 SMBs
14 SE
SE:
• Not VAT registered
• Not a Limited company
• Full time self-employed
• Doesn’t know QuickBooks
• Doesn’t use any FMS to manage
finances
• Good representation of age
(between 24 and 45 years old)
• Good variety of professions /
industries
• Less than £80,000 income
Criteria for final ranking

30. Target & UX strategy

31. 31
‘Do it for me’ SMBs expect there is a better way to manage their accounts
…but they won’t look / adopt it until their accountants are in conformity with it.
• Chase payments
• Manage cash flow
What does David want?
Biggest pain points:
Spend more time growing his business and get less involved with day to day accounting.
• Tracking expenses
• Sorting transactions
Meet David Behaviors and attitudes
• Business owner
• 0 – 2 employees
• Uses Excel as the main tool to
manage business finances
• Works with an Accountant
• Spends on average 1 to 3 days doing finances per month
• He doesn’t feel too confident about managing his finances
• Leaves most of accounting tasks to his accountant
• Relies on his accountant or peers to make a decision

32. 32
‘Do it for me’ SMBs expect there is a better way to manage their accounts
…but doesn’t know if the benefits outweigh the costs of adopting a new way.
• Manage cash flow
• Chase payments
What does Justin want?
Biggest pain points:
Reduce manual and laborious work to become more efficient and productive
• Tracking expenses
• Sorting transactions
Meet Justin Behaviors and attitudes
• Business owner
• 0 – 5 employees
• Uses Excel as the main tool to
manage business finances
• Works with an Accountant
• Spends on average 3 to 5 days doing finances per month
• Feels confident about managing his finances
• Leaves boring tasks to the last minute
• Worries about online security and sharing sensitive data
with third parties
• Trusts on recommendations from peers and accountants
but needs to do his own research to make a decision

33. 33
‘Simplify my life’ SE expect there is a better way to manage their business
…but they are not sure how to look for it.
• Preparing HMRC self-assessment
• Chase payments
What does Martina want?
Biggest pain points:
Spend less time doing the business accounts and have more confidence her taxes are right.
• Tracking expenses
• Sorting transactions
Meet Martina Behaviors and attitudes
• Full time Self-Employed
• Uses Excel to manage her
business finances
• Embraces technology on her
business activity
• Doesn’t work with an accountant
• Spends on average 1 to 3 days doing finances per month
• Feels confident about managing her finances but doesn’t
like to do the day to day bookkeeping
• Leaves boring tasks to the last minute
• Relies on online reviews to give her confidence before
purchasing

34. 34
Problem (accepted belief) & our promise
SMBs
Problem: Doubt in value of making a
change
My duct-taped solution isn’t great, but it
works. I don’t consider QuickBooks because
I’m not sure if it’s worth my time, money,
mental effort.
Promise/Benefits: Encouraged,
Confidence to make a change. Become
more productive and efficient.
SE
Problem: Lack of awareness of a simple solution
that can help manage the business finances
My spreadsheet isn’t the most advanced way to
manage my finances but it does the job. It would be
great to have a solution that could help me save
time and be more efficient but I don’t know how to
look for it and I don’t have the time and energy to
research, as I usually do it on my spare time.
Promise/Benefits: There is a simple way to
manage your whole business and save you time

35. 35
Decision making matrix
Decisionmakinginfluence
Research
Basic Advanced
Accountant
Personal
‘Do it myself’ SMB
‘Simplify my life’ SE
‘Do it for me’ SMB

36. 36
SMBs
a) Prospects that don’t like managing finances will rely on their
accountant to make any decision.
b) Prospects that prefer managing their finances themselves
are more likely to make a decision on their own.
c) Prospects that like managing finances want more detail
information about the product in order to purchase it.
d) A longer trial period may drive more engagement with the
product as the financial cycles usually take longer then 30
days.
e) Supporting videos (how to) can drive quicker purchases as
provide granular level of detail and give a real preview of the
product.
f) Accountants recommendation to use QuickBooks can give
extra confidence to purchase
Overall insights
SE
a) Tasks prospects spend more time doing (e.g.: invoicing)
are the best for TOF communications as they have easier
association with QB benefit - time saving.
b) Tasks prospects find boring and/or difficult resonate better
at consideration phase as they quickly see how QB can
make managing their finances easier.
c) Easy of use is a key aspect of the product to encourage
prospects to try QB and Apps.
d) ‘Accounting’ is associated with a boring and difficult task,
‘Managing finances’ is more user friendly and express a
more exciting activity.
e) Supporting videos (how to) can drive quicker purchases
as provide granular level of detail and give a real preview
of the product.
f) Social proof (ratings, reviews, Q&As) can directly impact
conversion closer to the purchase moment

37. Listen to your customers

38. 38
Uservoice - intuit.me/qbfeedback

39. 39
OWNIT – ownit.com

40. 40
Get feedback early

41. Engage throughout the experience

42. 42
Engage within the app itself

43. 43
Follow-up engagement

44. How we fuel your success

45. 45
Apps published on the QuickBooks App Store
between 16/08/16 and 15/08/17 are eligible to
enter
Ten finalists demo and pitch at QuickBooks
Connect San Jose Nov 15-17
Grand prize winner gets $100K USD
$100K Small Business App Showdown
smallbusinessappshowdown.com

46. 46
App store

47. 47
Apps tab

48. 48
Analytics

49. 49
Customer reviews

50. Success

51. Questions?

52. Don’t miss this other session
Deliver Successful Code: Application
Integration Best Practices for Developers
7 March, 2:45–3:45pm
So you’ve got a great idea for a small business app
and you know exactly what data you want to leverage
from QuickBooks. What else should be considered to
ensure you build that awesome customer
experience? Learn best practices and practical
techniques for creating the most efficient app
integration. Topics covered will include webhooks,
resiliency, accounting techniques, multi-currency, user
experience, and global tax.
Jarred Keneally
Developer Relations Leader
Dinesh Kinger
Software Engineer

53. Access the presentation materials via:
The QuickBooks Connect 2017 Conference App
or
Slideshare at: http://www.slideshare.com/tag/QBCUK17