Power to the "pro"-sumer! The opportunity to sell to small businesses is tremendous but also calls for a new breed of app. Join us to hear how companies like Desk.com and Do.com have applied best practices from the consumer world to deliver professional apps that are easy to trial, deploy, and maintain. Learn how you can optimize your go-to-market plans when targeting this segment

1. The Small Business App Market:
Desk.com, Do.com, and More
Richard Hasslacher, salesforce.com
Director, ISV and Channels
@rhasslacher

2. Richard Hasslacher
Director, ISV & Channels
twitter @rhasslacher

3. Safe Harbor
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4. Social Revolution

5. Trends in SMB

6. Building blocks of SMB apps

7. Manav Monga
Co-Founder and PM, Do by Salesforce
twitter @xmanav

8. “
Social Productivity Everywhere
”

9. SMB Landscape Today
Cloud
Behave like consumers
Marketplaces
Try and Buy

10. Building for Small Businesses
Release early and often
Build features that apply to everyone
Measure Iterate

11. Reaching Small Businesses
Qualified businesses
Freemium
Referrals
Interoperability

12. How Does Do Help Small Businesses
Fast
Simple
Flexible

14. Fast integration: 2 days, 1 engineer
Contactually Contacts and Tasks integration
Open API

15. Chris Abad
VP Product, Desk.com
@chrisabad

16. All about me.
I’m a designer, developer, and Internet entrepreneur.
 Former founder and CEO of a social gaming company.
Acquired by News Corp.
 Interested in social behavior within web-based and
mobile products.
 Passionate about high-quality user experiences.

17. All about Desk.com
Click to add brief company overview here. Lorem ipsum
dolor sit amet, consectetur adipiscing elit. Sed lectus tortor,
pulvinar sit amet blandit ac, bibendum vitae sapien.
 Click to add solution/app highlights; no more than four but should
include
 Vertical/horizontal focus
 Traction to date

18. Creating an app for SMB’s
The bar has been raised for appealing to SMB’s. They have higher
expectations.
 Best-of-class user experience.
 Use it on the go.
 Integrate with social channels.
 Simple, friendly pricing.

19. Reaching SMB’s
Must-have’s, if you’re going to connect with your market:
 Speak their language.
 Grab their attention. Fast.
 Leverage the ecosystem.
 Be visible in marketplaces.

20. Desk – how we developed an app for SMB
 Simple
 Friendly
 Effective

21. David Barrett
Founder
@expensify

22. All about Expensify
Expense reports that don't suck! Import your credit card,
SmartScan receipts with your mobile phone, export to
accounting, reimburse with direct deposit.
 - Over 1M users across 150K companies
 - Over $2M in expense reports processed daily
 - Expense management leader for SMB
 - No sales, no marketing

23. How has the SMB landscape changed?
Not much: Classic techniques still don't work
- Paid acquisition still too expensive
- Partners still not interested
- Field of Dreams: they still don't come.

24. Creating an app for SMB’s
There is no one magic bullet, you need a full clip:
- Incredibly obvious design,
- Pretty enough to look credible,
- Not too pretty you're afraid to change,
- Laser focus on what matters,
- Acceptance that you're wrong, and
- Unbelievable patience.

25. Reaching SMB’s
New options exist that didn't even 3 years ago:
- Mobile
- Viral / word of mouth
- Ecosystems

26. How our App addresses SMB
1. Mobile: Employees sign up for free app
2. Viral: Submit/approve qualifies the lead
3. Freemium: Activity threshold forces paying
4. Word of mouth: User delight closes the loop

27. Case Study: Team Rubicon
Flashmobs that Save Lives in Disaster Regions
We get a lot of spontaneous volunteers [who] need reimbursements
rapidly since they are fronting the costs. Jake Wood, Founder
- Hundreds of ex-military volunteers
- Reimburse mileage, medical supplies, etc.
- Operate in Africa, Haiti, Pakistan, China, Burma, US
- Currently helping hurricane victims in New Orleans

28. The science of
incenting right!

29.  Express is native Force.com
 In the market for 18 months
 270+ customers
 95% CSAT
See Us @
Booth 706  36 reviews @ 4.5 – 5.0

30. IT IS THE BEST
OF TIMES
IT COULD BE THE
WORST OF TIMES

32. You reach them
Inbound
They reach you

33. CRM Effectiveness X
Sales Motivation X
Revenue Growth X

34. Cascade Orthopedic Supply
“Xactly gives us error free, comp
visibility to both finance and sales.”
• 28 Sales reps using Express
• Visibility for the reps
• Motivates and aligns
• Eliminates the error rate
James Mayfield
Business Analyst • Cloud enables plug-in to Salesforce

35. Richard Hasslacher David Barret Chris Abad Manav Monga Scott Broomfield
ISV Channels Expensify Desk Do.com Xactly