Raj Nijjer - Designing SaaS Products for the Small Business Owner

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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.

Marketing Business News & Politik

Designing product for Small Businesses
SEATTLE INTERACTIVE 10.30.2013

@rajnijjer

SIC INTERACTIVE - GODADDY

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

27 MILLION
SMALL BUSINESSES

IN US

6 MILLION
NEW BUSINESSES YEARLY
SIC INTERACTIVE - GODADDY

3

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

THEY ARE CONFIDENT

“I can do this better”
“Go Ahead, try my dish, you
will love it!”
SIC INTERACTIVE - GODADDY

5

THEY ARE IN CONTROL

“my service is my reputation”
“one slip up and I can go out of
business”
SIC INTERACTIVE - GODADDY

6

THEY ARE PERFECTIONISTS

“99.999% isn’t 100%”
“Every customer should walk
away smiling”
SIC INTERACTIVE - GODADDY

7

THEY WANTFREEDOM

“I run it my way”
“I choose to work for me”
“I go to work when I want”
SIC INTERACTIVE - GODADDY

8

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

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

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

NOW WHAT?

SIC INTERACTIVE - GODADDY

12

Product must adapt to Natalie’s needs

SIC INTERACTIVE - GODADDY

13

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

drag n Drop
anywhere
Undo and redo

on page image editing

theme Designer

v7

inline Text editing

Turnkey setup*

personalized Setup*
responsive Themes

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

Results?

Publish rates up 30%
Activation up 25%
Cancels down 35%
SIC INTERACTIVE - GODADDY

26

Thank You

SIC INTERACTIVE - GODADDY

27

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