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Four Best Practices to get your app published and discovered on Apps.com, the online store for QuickBooks Online apps. This presentation was part of the developer track at the QuickBooks Connect 2014 conference in San Jose, CA, on Oct 22, 2014.
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#QBConnect
Ready for Launch: Four BestPractices for Launching Your App
#QBConnect
Ronny TeyGroup Manager, Apps.com, Intuit Developer Group
Pearce AurigemmaDeveloper Evangelist, Intuit Developer Group
@IntuitDev
#QBConnect
1. Know Your Customer
#QBConnect
#QBConnect
‘
#QBConnect
#QBConnect #QBAppLaunch
#QBConnect
The Small Business Ecosystem
1. Sales and Marketing - Acquire and Manage Customers
2. Productivity - Do the Work
3. Operations - Run the Business
4. Finance and Accounting - Manage My Business
THE SMALL BUSINESS ECOSYSTEM HELPS SBO’S RUN EVERY PART OF
THEIR BUSINESS IN THE CLOUD
#QBConnect
Why is the Ecosystem Important?
For Small Businesses
• Customized QB experience
• Save time, reduce data entry
• Separation of duties
For You as a Developer
• Better serve your customers
• Easier to develop and integrate services
• Reach millions of small businesses
#QBConnect
Small Businesses Moving to the Cloud
Q4FY12 Q1FY13Q1FY11Q4FY10 Q4FY13 Q1FY14Q1FY12Q4FY11Q1FY10 Q4FY14
366
399
283
217201
487
304
149
516
684
QBO WW GrowthIn Subscriber Base By Thousands
705
#QBConnect
Most QB Customers Are Services Companies
Services52%
Retail Trade12%
Construction9%
Finance, Insurance, & Real Estate
8%
Wholesale Trade5%
Transportation & Utilities
5%
Manufacturing5%
Agriculture & Forestry, 4%
US QBO Companies by Industry
* Based on 69K QBO companies matched to Dun and Bradstreet US industry segmentation
Employees: 1 to 5
Annual Sales: $100K-$200K
#QBConnect
Today, Small Businesses Use an Average of 18 Apps
• Increasingly mobile
• Always on
• Multiple devices
#QBConnect
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
Penetration Rate
QB Users Adopting Business Apps Apps Attach Rate to QB
6.41%
#QBConnect
Partners Like You Complete the Ecosystem
#QBConnect
1. Know Your Customer
2.Build and Publish
#QBConnect
New App On QuickBooks Platform
• itDuzzit
• Minimum set of Entities
• Publish to Beta
• Find Beta Testers
- Google: “Find a Pro Advisor”
• Iterate on Intuit Requirements
• Get reviewed!!
#QBConnect
Existing App on Apps.com
• Marketing Campaign QB Integration
• Support Processes
• QuickBooks Certified
• Get reviewed
#QBConnect
Example - Method
Learn More: http://bit.ly/1weU98A
• Ask for reviews after good engagements with customers
• Single point of contact Category Expert
• 5 Star average, with over 600 reviews
#QBConnect
A Global QuickBooks Platform
#QBConnect
• 75% of SMB - English
• 73% exports go to the US
Sept JunDec Mar
CanadaQ
BO
Subscri
ptions
413%
#QBConnect
• 62% of UK SMBs use direct debit
• 13.5% of their purchases online
Sept JunDec Mar
United KingdomQ
BO
Subscriptio
ns
106%
#QBConnect
• Average 27 Kangaroo attacks/year
• GST flat rate 10%
• Sydney is AU’s financial centre
Australia
Sept JunDec Mar
QB
O S
ubscri
ptions
690%
#QBConnect
• 250 million internet user base
• 88% Y-O-Y Growth in eCommerce
• 2 million SMBs who are cloud ready
• QB Leading Cloud Accounting Solution
Sept JunDec Mar
IndiaQ
BO
Subscri
ptions
216%
#QBConnect
• Global tax model
• Global currency
• Local terminology
• Local pricing
• Local Support
How to Go Global
#QBConnect
Next Steps
• Test QB Integration
• Start: Submit Support Ticket
• developer.intuit.com/support
#QBConnect
1. Know Your Customer
2. Build and Publish
3.Get Discovered
#QBConnect
It Begins with Clear Positioning
Simple statement guides the business, end-to-end:
For [target audience],
[product name]
is a [frame of reference]
that provides [key benefit].
Unlike [competing solutions],
[product name] provides [key differentiators]
Positioning
#QBConnect
A Good Example:
Amazon.com used the following positioning statement in 2001 (when it almost exclusively sold books):
“For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.”
World Wide Web users who enjoy booksretail bookseller
instant access to over
1.1 million bookstraditional book retailers
extraordinary convenience, low prices, and
comprehensive selection
#QBConnect
Guidelines for Good Positioning Statement
• It is simple, memorable, and tailored to your target market.
• It is credible, and your solution can deliver on its promise.
• It helps you evaluate your marketing decisions
Source: Doug Stayman, Associate Dean, Cornell University Johnson Graduate School of Management
#QBConnect
When You Know What You Stand For,the Next Step is Telling Your Story
A great story:
• Is authentic
• Makes an emotional connection
• Is not a dry data dump
• Inspires action
“Never stop pitching”--Guy Kawasaki
#QBConnect
Finding the Right Medium to Tell Your Story
Media
• PR
• Partners
• Webinars
• Search(organic, paid)
Content has value, but more importantly is building the relationship
• YouTube
• Blogs
• Events
• Customer Service
#QBConnect
Apps.com: Channel to Small Business
Monthly Average
1,000,000+ Unique Visitors
600,000+ Shopper Visitors
100,000+ App Card Visitors
GET YOUR APP DISCOVERED BY SMALL BUSINESSES
PayPal
#QBConnect
Apps.com: Channel to Small Business
Data Source: Adobe Analytics 9/20/13 – 10/1/13
2
19%
4 6.2%
3 13%
1 27%
Your
positioning
#QBConnect
True Partners Serving the Needs of Small Business
• Accountants
• Developers
• Intuit
With accountants:
• 38% increase in QBO
conversion
• +20 pts in QBO NPS
When customers sign
up for QBO+App:
• 33% increase in QBO
conversion
• 6% increase in
retention
#QBConnect
1. Know Your Customer
2. Build and Publish
3. Get Discovered
4. Measure…Refine…Repeat
#QBConnect
Measure for Success
App Card
Visitors
Trials
Paid
Subs
Does your app address a small business need?
Do you have a clear and compelling value proposition?
Does the app experience match your promise?
#QBConnect
Take Your Next Step
Build Your App1
Publish2
Get Discovered
- Get reviews
- Go global
3
PayPal
Apps.com
developer.intuit.com
#QBConnect #QBAppLaunch
Thank You
#QBConnect
@IntuitDev and @IntuitApps
Get started: http://developer.intuit.com
Publish your app: http://apps.com
Connect with us!