This document discusses brand positioning strategies for Endurance International Group. It identifies challenges small businesses face with online tools and the opportunity for Endurance to help address these challenges. Key points discussed include: 1) Defining Endurance's brand promise to be the guide for small businesses navigating the uncharted territory of the web. 2) Positioning Endurance to redefine the online solutions category and create a new way for people to shop for complete plug-and-play solutions. 3) Developing a portfolio of brands that serve different small business segments with web tools that have built-in training wheels.

1. Brand positioning
Endurance International
Group

2. Endurance International Group
Brand positioning &
Creative expression
19th of February 2013

3. 5 things to share
#1 The challenges and where the opportunity is
#2 How our audience thinks, feels and acts
#3 The Endurance promise
#4 Positioning directions
#5 Creative expression
3

4. “EIG is the cloud
services company for
small businesses”
4

5. What is the bigger vision
and brand story for EIG?
5

6. Four challenges
5

7. People don’t know
how to shop our category
7
#1

8. Sellers are selling parts,
when buyers need a home
8
Our brands are seen
as the “Home Depot”
for web parts

9. 9
Plug’ n Play
SolutionsServices
Domain registration
Hosting
Site building
E-commerce platforms
SEM + social media optimization
We cater to SMBs from
infant stage to grown-up stage
Grow stage
SMBs
Launch stage
SMBs

10. 10
Plug’ n Play
SolutionsServices
This space has
a high degree
of commodity
and little
differentiation
Domain registration
Hosting
Site building
E-commerce platforms
SEM + social media optimization
Grow stage
SMBs
Launch stage
SMBs

11. 11
Plug’ n Play
SolutionsServices
Grow stage
SMBs
Launch stage
SMBs
The
differentiating
space
E-commerce platforms
SEM + social media optimization
Domain registration
Hosting
Site building

12. 55% of SMBs
blame failure
on the lack of creative
solutions to help them
generate revenue
12Source: Small Business Success Index, Wave 5, 2011

13. The category has been
defined by one player:
“...like Go Daddy, but...”
is the familiar handle
for us and the rest
#213

14. That handle comes with
inherent limitations:
Domain + hosting + website
14

15. Increasing appetite
for new shiny objects
15
#3

16. New players who are taking a
page from Apple:
humanized technology
+
shelf-ready solutions
16

17. Democratized and
on-demand business products
(From stationery to space)
17
#4

18. Buying ancillary business
services is now
as simple as
shopping Amazon
18

19. We need to
19
Redefine the
category
on our terms
Create a new
way for
people to shop

20. 20A provocative space
Redefine the
category
on our terms
Plug ’n Play
Solutions
Create a new
way for
people to shop
Shop
for solutions
Newcategory

21. Understanding our
audience first
21

22. Only 1 in 2
small businesses make it
past their 5th year
22Source: US Census Bureau, 2012; Small Business Success Index, Wavw 5, 2011

23. And 50% of those who
do make it
feel they are
marginally failing
23Source: Small Business Success Index, Wave 5, 2011

24. 42% of Small Businesses
consider internet business
solutions key for their future
success
24Source: Small Business Success Index Study, Wave 5, 2011

25. As a result, they put their
trust in the web
60% of SMBs have websites
30% use Social Media
27% use SEO
25Source: Small Business Success Index, Wave 5, 2011

26. But less than half consider
it effective
50% of Small Business Owners consider their website a
highly effective marketing tool
30% of SBOs consider social Media highly effective
25% of SBOs consider SEO to be highly effective
26

27. “What is keeping you
up at night?”
27
#1 Consumers becoming increasingly web based.
#2 Technology making the world a smaller place.
#3 Disintermediation due to the Internet.
Source: US Census Bureau, 2011

28. 28
Still, 70% are
optimistic
about
the future of
their business
Source: Hartford Small Business Study, 2012

29. They share the
entrepreneurial mindset
of Explorers
29

30. Confronted with an
overwhelming web
potential, SBOs feel a sense
of powerless resignation
30

31. They have enough tools,
but don’t know how to use
them purposefully,
to get to point B
31

32. Good web tools
Good direction
Web-generated solutions
32
+

33. 33
Services
Grown-up SMBs
Infant SMBs
Plug ‘n Play
Solutions
CLOUD SERVICES
FOR
SMALL BUSINESS
SOLUTIONS FOR
SMALL BUSINESS

34. > any technology (cloud)
> one-stop shop
-- oriented to the future of the web
> elastic to add new technologies
> allows to add companies
34

35. Where do we start?
35

36. #1
Web tools with
built-in training wheels
across your brands
36

37. A portfolio of brands that
serves the needs
of multiple segments
37
#2

38. What is the bigger role
Endurance can play?
38

39. “Before you can conquer
the world, you need
to harness the web”
39

40. Positioning ideas
Direction 1
40

41. When the Web feels like crossing
an uncharted territory...
Endurance puts a map and
a compass in every small
business’s hand
41

42. Manifesto “Compass”
42

43. You’ve held onto it long enough.
Crafting, calculating, tinkering, repeating.
But now the time has come.
The time to release your big idea out into the world.
So begins a voyage into uncharted territory.
And if you’re going to come out unscathed, you’re going to need a guide.
Someone who’s done this before.
Someone who’s been there from the start.
Someone who knows the lay of the land.
At Endurance International Group, we celebrate the spirit of the entrepreneur.
Those who see the possibility in turning their dreams into a reality.
That’s why we don’t just provide products and tools–we provide solutions.
That’s why we don’t just put your business online–we make sure your consumers will find it.
And that’s why the only things we care about more than technological innovations are our customers.
Are you ready?
Your journey awaits.
We are Endurance.
Your idea delivered.
Manifesto “Compass”
43

44. Tag Lines
Your idea delivered.
44

45. Mood Boards
84

46. 85

47. 86

48. 87

49. 88

50. 89

51. 90

52. 91

53. The brand positioning
has broader
implications for brand
behavior:
language and tone
53

54. The premise of an answer
54
Enclosed solutions
Redefine the
category
on our terms
Plug ’n Play
Solutions
Create a new
way for
people to shop
Shop
for solutions

55. Thank you
55