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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