XERO
LAUNCH STARTEGY FOR INDIA
IT spending in India US$ 67 billion
Growth at 14%
THE RESEARCH
COMPETITION
RESEARCH
CUSTOMER
UNDERSTANDING
MARKET
UNDERSTANDING
Indian Accounting Software Market
TALLY is the undisputed leader in Indian market
MARKET UNDERSTANDING
GST to create Rs 36,000 crore software market in MSME segment and expected will bring almost 3 crore dealers into the tax fold THIS YEAR
MARKET UNDERSTANDING
Emerging of hybrid models
Licence fee has been shrinking since 2004, customer is shifting to SAAS based model
MARKET UNDERSTANDING
ONLINE BEHAVIOUR
CUSTOMER UNDERSTANDING
CUSTOMER UNDERSTANDING
ACTIVE presence on YouTube, Facebook, Quora, etc
Seeking answers to ACCOUNTING SOFTWARE problems
CUSTOMER UNDERSTANDING
Most Accountants and Small Business owners have been facing issues with TALLY
CUSTOMER UNDERSTANDING
Small Business owners and Dealers venturing in ecommerce are facing issues with TALLY
More than 500,000 eCommerce sellers in India
CUSTOMER UNDERSTANDING
TALLY ON SOCIAL CHANNELS
Engagement
Good
108
10 to 15Updates
Per month
Tally’s Audience Demographics - Twitter
Total Followers
5,061
Avg Likes, Comments
& Shares
COMPETITION RESEARCH
Tally’s Audience Demographics - Facebook
Total Page Likes
105,473 Posts
type: 70% 4.2% 20%
80 to 100Tweets & RTs
Per month
Avg Like per tweet
0.3
Avg RT per tweet
0.3
Core Focus - GST
BUSY ACCOUNTING ON SOCIAL CHANNELS
Engagement
Good
63
12 to 15Updates
Per monthAvg Likes, Comments
& Shares
Busy’s Audience Demographics - Facebook
Total Page Likes
3,716 Posts
type: 15% 33% 50%
Nil existence on TwitterCore focus - GST
COMPETITION RESEARCH
QUICKBOOKS ON SOCIAL CHANNELS
Engagement
Good
4
25 to 30Updates
Per month
Quickbooks Audience Demographics - Twitter
Total Followers
1,568
Avg Likes, Comments
& Shares
Quickbooks Audience Demographics - Facebook
Total Page Likes
36,552 Posts
type: 20% 80%
30 to 40Tweets & RTs
Per month
Avg Like per tweet
2.7
Avg RT per tweet
1.7
Core Focus – Employees and Ease of Accounting
COMPETITION RESEARCH
RESEARCH FINDINGS
Tally leads the market with
more than 75% market
share and 2 Billion users,
which is followed by Busy,
Intuit and others
TG less tech savvy and
require frequent hand
holding and support
Needs to be in regional
language as
accountants and SME
sector not fluent in
English
Huge opportunity with
launch of GST
Face problems integrating
transactions of
ecommerce, digital
wallets, cash back offers,
etc
Market shifting to cloud
based SAAS platform
Need software which
gives ease of doing
business
TG open to using digital
platforms to get issues
resolved
More the 500,000 sellers on
e-commerce platforms
Focus to address the
need of the industry
“Ease of Accounting”
UNDERSTANDING THE BRAND
Cloud-based Accounting Software
THE ASSETS
CLOUD
BASED SYSTEMINSIGHTFUL
REPORTS
500+
APPLICATIONSLINK TO
BANK ACCOUNTSHIFT TO
SAAS
LINK TO
ECOMMERCE
SECURE
SAFE
PRESENCE
ACROSS DEVICES
CUSTOMER BENEFICTS
CLOUD
BASED SYSTEM
INSIGHTFUL
REPORTS500+
APPLICATIONSLINK TO
BANK ACCOUNTSHIFT TO
SAAS
LINK TO
ECOMMERCE
SECURE
SAFE
PRESENCE
ACROSS DEVICES
CHANGE
EASY TO USE
VALUE FOR MONEY
DELIGHT
THE NEED
EASE OF USECORE “NEED” WE HAVE TO SOLVE
KEY OBJECTIVE
THE OBJECTIVE
INCREASE BRAND AWARENESS AMONG ACCOUNTANTS AND SMALL BUSINESS
OWNERS ON EASE OF ACCOUNTING 1
HIGHLIGHT HOW XERO HELPS TO RESOLVE PROBLEMS FACED IN ECOMMERCE
ACCOUNTING2
UNDERSTANDING
CONSUMERS
TARGET CUSTOMER
CHARTERED ACCOUNTANTS
STARTUP OWNERS
ECOMMERCE SELLERS
FINANCE / ACCOUNTING PROFESSIONALS
SMALL BUSINESS OWNERS
TARGET CUSTOMER
AND MANY MORE……
WAY FORWARD
COMMUNICATION TASK
Brand Story Benefits
Trials
Share
Always On -Engagement
TESTIMONALS
1 2 3
ACTIVATE & OWN ALL THREE. HOW?1: Integrated Marketing Campaign - AWARENESS
2&3: Impact Initiatives - EXPERIENCE & ENGAGE
BRAND COMMUNICATION
SIMPLE & SECURE
INSIGHTFUL REPORTS
REAL - TIME
PAY FOR WHAT YOU NEED
#ZEROfusswithXERO
LAUNCH OF
‘BRAND STORY’
Gives complete insight on finances#ZEROfusswithXERO
No need to learn accounting with XERO#ZEROfusswithXERO
Pay on the go for what you use#ZEROfusswithXERO
XERO makes accounting as simple as whatsapp#ZEROfusswithXERO
Two Types of Content we need to Create
LIGHTWEIGHTSocial Media Content
MIDDLEWEIGHT Videos, Digital PR
Tips on
Accounting
Decoding
Indian Taxing
system
Common
problems
faced by Small
Business owners
3rd party
applications
for taxing
rebate
Life of
Accountant,
Small Business
Professional,
CA
Finance and
accounting
related humor
LIGHTWEIGHT CONTENT
Bank Reconciliations automated with XERO#ZEROfusswithXERO
Keep accounting to XERO and focus on your BUSINESS IDEA#ZEROfusswithXERO
Where every XERO counts
Product Videos /Presentations
Videos /Testimonials
Showcase of add – on
applications
Company Profile / Leadership
Innovation
MIDDLEWEIGHT CONTENT
Interesting content which adds value to our audiences. Created in simple formats such as videos, infographics, product videos etc. All of these are promoted on various digital channels
Small Business Success StoriesProduct videos
Using influencers to talk about XERO
EXPERIENCE
ENGAGE
LAUNCH OF VIDEO SERIES
Launch of series of videos featuring the success stories of small business owners. Here the focus will be
ecommerce sellers, new age exporters, startups, startups on the go, etc.
The stories will talk about how they became successful and how solved the complexity of finance with
XERO. The series will feature businessmen / women, from different cities, regions, languages, different
segments and locations.
The main criteria will be these case studies would be based on XERO users and any one add-on
application which they will talk about.
Small business owners selling products on ecommerce
Idea 1
HOW THIS WILL HELP
• People spend more time watching videos for learning new things which help
in business.
• People hardly understand product features, but often connect with a case study as it has me – too factor.
• The video series will help XERO to gain customer endorsement, which will lead
to advocacy.
With launch of these series we will invite other XERO users in India to share their
story, selected stories will get featured on our channel.
The complete campaign will help to establish
#ZEROfusswithXERO
Idea 2ENGAGE WITH TG – NEWSROOM
Social ListeningNewsroom
Conversation with TG
Launch of newsroom – The newsroom concept will essentially focus on social listening based on
keywords. Here the relevant conversations will be highlighted. The newsroom will have a team of
content writers to create content based on the conversation. This content will then be publish as a
reply / comment / suggestion to those conversations.
HOW THIS WILL HELP
• In the initial slides we have seen lot of conversations on digital and social
platforms on finance and accounts. The listening team will identify the most
relevant conversation, the ones where ecommerce sellers are asking about finance and accounts problems, further these conversations will be classified
into trends for future references.
• The content creation team will help to devise conversation with a focus to
resolve the problems. In case such information / blog is not on XERO website,
we will create this blog and then comment along with the url of information.
• This will help to assist the customers and engage with then to give solution for
their need.
This will help us to do targeted engagement campaign with the industry, especially with
our TG
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