STRATEGIES FOR GROWTH Abhishek Ramdas Dale

INTUIT INC.

AGENDA

1. Gaining Insight through Data - Creating Ecosystems 2. Providing tailored prices on products to low income states 3. Investing in your prospective customers 4. Granularity - creating finer granular software product lines and bundles 5. Bringing Back the Loyal Customers 6. Gamification Strategies for Customers 7. Ninja Warriors Team across various divisions 8. A step forward in personal finance management 9. A step forward in becoming global leader 10.Experiments 11.Couple of notes on Marketing 12.Little bit about me

CONSUMER ENGAGEMENT MARKETING STRATEGIES CORPORATE STRATEGIES IMPROVING CUSTOMER EXPERIENCE

TO THE ROAD AHEAD

GAINING INSIGHT THROUGH DATAI have created few visualizations of data collected 9 states from 2010-2014 for employment, income, and commute medium (collected from census.gov and google trends)

We can derive numerous information and their applications can run from corporate strategies, marketing strategies, to product strategies.

All the pictures and visualizations, in this presentation, are original (except from one image got from google images with courtesy)

INTERNET SEARCH INTEREST FOR INTUIT PRODUCTSThe advantage of piggybacking Turbotax Around Half a Million QuickBooks Users Widely used and Highly admired app ‘Mint’ In a long term project Intuit shall look into the possibilities of creating a homogenous ecosystem for all of their products Intuit can initiate projects to email or send app notifications about turbotax to the customers of mint

AVERAGE INCOME OF STATES THROUGH FINANCIAL CRISIS

NUMBER OF PEOPLE WITH LOW INCOME PER STATE - 5 YEARS DATA

NUMBER OF PEOPLE IN ARMED FORCES PER STATE - 5 YEARS DATA

PROVIDING TAILORED PRICING FOR LOW INCOME STATESCustomers will be better inclined in buying the product if the cost of the product in in small fraction of their tax refund amount From the above sample data visualization Intuit can see performer states with their highest average income and Intuit, by correlating with their tax refund data, shall come up with some plans for customers in low income states. (Graph: ‘Average Income of States in Financial Crisis’) Intuit may want to probe into a product line of Turbotax for Armed Forces professionals as that category has own set of guidelines and regulations for tax returns. Or get those families buy bundled Turbotax. (Graph: Number of people with low income per state 5 year data)

For corporate social responsibility Intuit shall carry some social help programs for families and individuals with low income category (Blue, Green, and Red lines in the graph) The programs can range from free small vocational training programs for getting higher salary jobs, sponsoring computers to a community college. Including and encouraging employees to provide trainings to such people.

NUMBER OF PEOPLE - ECONOMIC SEGMENTATION PER STATE 5 YEAR DATA

INVESTING IN YOUR PROSPECTIVE CUSTOMERSTie ups with colleges and food chain restaurants for Turbotax as their official product to file tax returns. Around 4000 colleges with enrollment of 17 million students with the completion rate of 59%. There are major restaurants chains in USA where many college students work part time but they might not have best tools to file tax returns. Intuit Turbotax shall be their first choice to file along with Mint. High growth in increase in number of international students in USA. This could be a niche market to look into.

GRANULARITY - CREATING FINER GRANULAR SOFTWARE PRODUCT LINES AND BUNDLES - PROVIDING FEATURE AS A SERVICE

Image Courtesy: Google Images

Benefit: Creates a unique experience for customers to buy the only features that are required.

BRINGING BACK THE LOYAL CUSTOMERSTurbotax received 1 Rating of 44% for Deluxe and 48% for Premier Collect Reviews -> Analyze -> Ideate -> Collaborate A new tier of customers - Matt Damon Tier

Matt Damon because he has been rescued in many hollywood movies including recent movie called ‘The Martian’.

Create pilot projects for email campaigning and providing lower/earlier rates to the loyal customers

GAMIFICATION FOR CUSTOMERSProvide reward points for

referrals answering queries on Intuit communities filing tax before time being a loyal customer

Points can be redeemed at websites like Amazon etc. This will create a healthy environment in customers as it pays them for their experience with the product and they will remain engaged to Intuit products

NINJA WARRIORS TEAM ACROSS VARIOUS DIVISIONSWhat customers are looking for is a hassle free customer care service. Creating Ninja Warriors in various divisions of company and they will leverage their expertise in solving respectable issues in the divisions Get help from CSR calls Data. The raw data of customers calls reveal a lot of pain points to customers and also CSRs while using respective software. Retrospections will one of the biggest knowledge repository tool for such warriors.

A STEP FORWARD IN PERSONAL FINANCE MANAGEMENTIntuit has been a leader in accounting software and tax filing software market for many years Intuit shall look into a new vertical for mobile payment and mobile portfolio management apps that would create a homogenous experience for a user Apps like Stash, RobinHood, digit.co have been grabbing attention and show a promising growth. Intuit shall enter in mobile payment market with acquisitions of new companies like Minkasu.

Rigorous research in various global markets To determine barriers of entry probing into many constraints is necessary few of those including but not limited to-

countries with most complicated tax system countries which deduct maximum tax countries which offer free tax filing software countries which are emerging markets countries where tax structure is similar

A STEP FORWARD IN BECOMING A GLOBAL LEADER

EXPERIMENTSIntuit has been performing various experiments on their software and receiving feedback from the customers It can always strive to perform better experiments Examples

Observe money spending habits Vs Avg. Annual Income per state Advise customers on savings as per the data collected in the previous points Sending a notifications of apps with some defined keywords to record the reactions of the customers (e.g. If customer resides in NY, notification may include average returns for NY state in the image) Total time spent on standalone, web, and mobile applications Web Applications

Number of clicks and median idle time Number of times ‘Help’ link is clicked

COUPLE OF NOTES ON MARKETING (1)Data Clustering like by creating matrix collection of

‘where the product is searched the most per state’ ‘total money spent on marketing and operations per state’ ‘revenue per state’

That shall provide Intuit with more areas to gain customers Showcasing value for money on the landing page I have created a couple of visualizations to provide sample data of 9 states that selected randomly.

NUMBER OF PEOPLE - EMPLOYED, UNEMPLOYED TRENDS PER STATE - 5 YEARS DATABy looking at the employment trends and comparing it versus the population of the state, Intuit may want to promote ‘Quickbooks Finance’ Intuit shall also look into developing their own state-of-the-art micro funding platform

TREND - COMMUTE MEDIUMS PER STATE - 5 YEARS DATAAdvertising and marketing strategies should be like a arrow. Hit the bull’s eye. Therefore it becomes imperative to market the products at right places and right time. As popular commute mediums vary from state to state. Visualizations like these will provide better insights to decide on marketing mediums E.g. In New York as public transport is widely used, posters in the subway shall help Intuit reach more audience.

LITTLE BIT ABOUT ME

M.S. Software Engineering. Likes to study business models and generate ideas. No education in Business Administration but passion lies in business. Likes help homeless people and is currently supporting two children for their education and livelihood. Likes to pose with statues wherever possible.

Questions?