Xero 'do beautiful business'



Xero are on the cusp of their next significant period of growth.

Following initial patronage from a small group of innovators, predominately accountancy pro’s, the brand has been further embraced by a larger group of early adopters, including a significant chunk of SMEs.

The next challenge is to seriously take on the market leader and usurp them.

So as long as MYOB are the market leader they will keep customers and continue to attract new ones (status quo bias – ‘better the devil you know’) despite the fact that their product is clearly inferior.

In order to disrupt this situation - to attract switchers from MYOB and others who are using smaller competitors or simply muddling through with excel - is to make the Xero the name that comes most easily to mind in the category, therefore implicitly ‘popular’.

Xero is distinctive in the category because of it’s attitude, the product’s very cool design and ease of use - indeed most existing users/recent converts tend to be fans and advocates of the product.

We just need more of them.

Xero is a challenger that has set out its stall on the side of the customer, specifically against the complacency and out of date market leader and the status quo.

It’s beautiful accounting software.

Now is our time to take that step into the bigger market, attract more buyers, build fame and become the new market leader, while staying true their challenger worldview.

Around 99% of all trading businesses in Australia are SMEs (under 200 employees), 96% are small (under 20 employees) and the majority of them are micro business (1-4 employees) all operate in just about any category you can imagine so it’s a broad audience spread over many categories with a mix of young entrepreneurs and others who have may have had a previous career before going out on their own.

What they all have in common is that they didn’t start their business to do the accounting they did it because they are passionate about something they are good at.

As the people's champion it was important that we demonstrated empathy and stepped into the real world of SME's in order to invite them to step into ours.

That's why our message was 'Do beautiful business'.

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