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.

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
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3. 27 MILLION
SMALL BUSINESSES
IN US
6 MILLION
NEW BUSINESSES YEARLY
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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
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5. THEY ARE CONFIDENT
“I can do this better”
“Go Ahead, try my dish, you
will love it!”
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6. THEY ARE IN CONTROL
“my service is my reputation”
“one slip up and I can go out of
business”
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7. THEY ARE PERFECTIONISTS
“99.999% isn’t 100%”
“Every customer should walk
away smiling”
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8. THEY WANTFREEDOM
“I run it my way”
“I choose to work for me”
“I go to work when I want”
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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
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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
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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?
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13. Product must adapt to Natalie’s needs
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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”
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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
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23. A real customer

25. A real customer

26. Results?
Publish rates up 30%
Activation up 25%
Cancels down 35%
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27. Thank You
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28. SIC INTERACTIVE - GODADDY
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