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Editor's Notes

• #2: I started with a summer storage business for college kids’ stuff. In grad school, founded an online insurance marketplace. Sold to Intuit in 1996. I’ve spent 15 years making SMB’s successful at Intuit and now at GoDaddy. My Dad is a professor who has focused his research on small businesses. Born to do my job. Having been an SMB & served millions of SMB’s, current environment is both a confusing, difficult mess and an amazing opportunity to make a living while living a meaningful life. Let’s go on a journey that connects these dots.
• #3: The journey starts with a person and an idea Like Bradley creating a new winery at Big Basin Vineyard … Cartel Coffee Lab who make a killer super caffeinated coffee And Chris who trains the next generation of soccer stars at Real Futbol Club SF I was talking with Chris on Sunday ... 3 years, train 100+ kids/week dawn to dusk, 1 am ... Any hope of a 9-5 job goes out the window. Too much to do and not enough time or people ... 98% of business have <20 ee’s and 85% have only 1. Business owners wear many hats and the successful ones figure out how to make it work Transition: Let’s add to that picture of the entrepreneur's daily life the confusing and seemingly infinite number of digital services available to help
• #4: Take what seems like a simple request: help me get my business found online. Here’s what a conversation might sound like. Do you want to hire someone or build a site yourself? If you’re DIY, do you want WordPress or a simple website builder? And how about a social presence as well? Facebook? Twitter? Pinterest? Instagram? And do you want to sell products online? Let’s look at eBay, etsy, & Amazon. And how about proactively finding new customers? Let’s talk through SEM, SEO, email marketing, display ads, video ads, retargeting ads ... You get the picture … it’s digital chaos. Transition: Faced with little time and too many choices, businesses quickly get stuck in a rut.
• #5: Why do they get stuck? A business owner tries a new service & creates a series of workarounds. I’ve visited and seen them. The owner does not recommend the way they work. And yet they won’t switch. As a business grows, hundreds of decisions are made every single week & the future of the business relies on those decisions. Sales pitches arrive daily with promises. And what they have works. Result: they decide the pain they know is better than the uncertainty of switching. This is “decision paralysis,” the feeling that you should do something deep in the pit of your stomach and yet you can’t pull the trigger; this can cause you to stop short of your goals. Transition: If you could stop the chaos long enough to show the value of your service and get the customer to move to a newer & better way of working, that business would perform better.
• #6: Cracking the code on small business is attractive … there are over 400M SMB’s worldwide. However, there is another problem: reaching SMB’s is very difficult. The SMB market is highly fragmented, diverse and unconventional because SMB decision makers look a lot of consumers … they don’t attend the same conferences, read the same publications, or buy analyst reports that larger firms do. Conventional enterprise approaches will not yield success. What does work? I’ve seen three tactics perform well: Amplifying word-of-mouth; Combining mass marketing with self-serve fulfillment channels, and distributing through local advisors. Transition: For those tactics to work, there is a hidden need: you and your brand need to be trusted as an advocate for the business’ success.
• #7: To win their hearts and minds and build trust, it’s critical to understand the business’ needs and propose solutions that makes it better able to survive and grow. And the products can demonstrate this value through two simple concepts. Delivering on them will take you a long way toward winning a coveted spot as an advocate: Immediate time to value Lots of value for money Transition: A small business owner has a well tuned sense of what will work for them … and they need to see that value very quickly.
• #8: If the impact of a new service is not felt fast, the business won’t continue to try and figure it out. Solutions that need lots of customization and hand-holding to get started won’t be attractive – there is just not enough time in the day to spend it learning to use or implementing a new service. What does “good” look like? A highly automated, no brainer implementation that is easy to maintain and reliable. And results can be felt right away. Transition: Now let’s talk about the need for a high value to money paid ratio … a solution needs to be affordable with clear payback for the money.
• #9: Small business customers look for products that offer maximum value for the price paid. They don’t want a dumbed down product … they want the right size product with the functions necessary to do the job. The segment is price sensitive, but at the same time are happy to pay if it saves time or generates revenue. Transition: Let’s walk through a few examples of these two principles in action, one where the conditions have not been met and another where they have.
• #10: Returning to the “simple” problem of getting found online. 59% of SMBs have not yet built a website, yet over half of those who have see their business grow. Why this disparity of clear benefits of being online and yet so many remain invisible? B/c we are still on a journey to provide more value for their money and a faster return on their $’s. SMBs are forced to choose between a custom site built by a web professional for thousands of dollars or a very inexpensive/free site that either does not show off their unique personality or takes too long to create and generate visitors. So more innovation is needed in this market. Transition: Let’s look at another small business offering where the tide is turning: professional email.
• #11: In the US, ~90% of businesses use email for business. Of those, most 80% of these are using free, generic email addresses … that hurts customers willingness to buy. We took a look at this problem two years ago and noticed that it took over 20 steps and a day to connect a domain to an email account. This clearly violates the “time to value” principle. iterated until the sign-up process is a single step: tell us what name you want to the left of the @ symbol on your domain. Ready to send and receive email in 90 seconds or less so you can get on with your day. Very effective, leading to happier customers and tremendous growth. And then keep that service running 24/7 forever. And do all this for $5 a month. But it turns out that affordable & great products are neccessary but not sufficient. Transition: Now would be a good time to tell you about our secret weapon: our customer care team.
• #12: I talked earlier about winning the hearts and minds of customers. C3 is our heart. They care deeply about our customers & ensure we are a tech company with a human touch. Historically businesses didn’t provide great support b/c it’s hard to make the business model work. I spent many years at Intuit and saw the tension: care/funding. At GoDaddy, we’ve found a way to solve the problem. How? Care team members sell … approximately 25% of our sales come directly from C3. But they can only sell after they solve the customer’s problem. Many stories about customers calling in about a problem that isn’t GD related. Instead of turning them down our reps stay on the phone and try to solve the issues. Transition: Where do we find these people? I want to tell you a story about Ashley…
• #13: A single mom in our Arizona care center. Ashley was working a job in insurance that was what she deemed soul sucking—diminishing her spirits, her work-life balance, and even her family. She was convinced by a friend to take a job at GoDaddy’s customer care center. [READ A FEW SENTNCES]. “At GoDaddy, I was finally—and thankfully—part of a team that cared about its people, its customers, and the world.” Transition: Wow … that is such a powerful story.
• #14: We’ve grown to over 14 million customers by doing two things well: Developed products from the ground-up for the SMB market, ensuring fast time to value and high value to cost. We hired people who care and brought them into the conversation with these businesses owners. And we believe that there are about to be many, many more small businesses in the near future. Transition: So many that the global economy of the future may soon be unrecognizable.
• #15: Some context on the current state of the global job market: 3 billion people are working today out of 7 billion on the planet How many of those 3 billion work for Fortune 500 companies? 22 million. Gallup: nearly 3/4ers of the workforce are either disengaged or actively disengaged. Another 0.5 billion millennials entering the job market in the next ten years. The choices made by both the people entering the workforce for the first time and the people who decide to go their own way will profoundly shape the global economy. Transition: We contracted with a research firm to survey over 7,000 people across the globe to hear what these people had to say
• #16: What we found was a major uptick in entrepreneurial intent that crosses boarders and generations that may dwarf the rates of entrepreneurship we see today. Every age and region are expected to have more sentiments of entrepreneurships vs. the generations in the past: 45% of people plan to be entrepreneurial over the next 10 years by starting a small business or being self employed 62% of Millennials 21% of Baby Boomers Transition: And then we asked why are these individuals going to pursue their ideas in greater numbers than before.
• #17: They told us about a combination of growing motivation and more accessible technology. Flexibility (41%) … it was not about more money (17%) … and passion Fits Daniel Pink’s theory of human motivation. Autonomy. Mastery. Purpose. Chris Silva at Real Futbol Club SF stays up until 1 am every single night. Independence, fantastic skills he can teach, build a stable business so he can propose, buy a house. Heard concerns about businesses starting and staying small. That’s actually ok. The right technology reduces risk … fast time to value, high value to cost early increases success Despite the chaos of the current digital. 81% of those surveyed said that technology made starting a new business easier. Transition: Individuals can take an idea and can turn it into a business by bringing the belief that through hard work, they control their own destiny. And we can help.
• #18: Our job as technologists and service providers is to connect those individuals with ideas to the right products to help those businesses succeed. Products that provide fast time to value & high value to cost, backed by people who care. When those entrepreneurs succeed, they will create a resilient, global economy that is tuned to local needs. And their daily lives while hard will be meaningful. We – the people in this room and our companies – turn this dream into reality. THANK YOU.
• #19: Thank you.