Rewrite the webpages on Hosted Accounting application site (1857842)

Dibatalkan Dipasang Mar 26, 2012 Dibayar saat pengiriman
Dibatalkan Dibayar saat pengiriman

**Overview**

Reach Accounting ([url removed, login to view]) is an online accounting service for small businesses. We require a new website to reflect our new brand identity.

**Requirement**

The copywriter is required to develop the 'sales' pages, for example the homepage, (and only if you choose these options?) a tour, the sign-up page and features. Support, blog, etc is not part of the brief. If you need a video in the website, you don't need to create it, but you would be expected to write a brief for it. You need to articulate the use of images, you don't need to create those images, but you would be required to write the copy for them and an outline of what the image should represent and where it should approximately sit on the webpage.

A very good example of where we see ourselves in the written and visual sense is at www.freshbooks.com.

I am very interested in learning your credentials for this position.

Note, the assignment is also listed on [url removed, login to view], user id=gilesdonovan. Any other listings of this project are people trying to sub contract the work.

## Deliverables

**About us**

Reach Accounting currently provides an online service that allows small businesses to login to the website and invoice customers, record expenses, manage payroll and produce statutory returns.

The service is currently far too technical, dry and more visually suitable for accounting professionals. It is undergoing a process of becoming much more suited to small business owners. This includes a redesign of the logo, the website and the usability of the application itself. This brief is to complete the website end of this process.

A significant change in the application will be to present a much more friendly application to small business owners that serves the needs of invoicing, expenses, payroll and producing tax returns. All a business owner really needs.

The redesign of the application will see the archiving of all the functions relevant to accounts/bookkeepers into a toolbar navigation category called 'Accountants files' or similar. This is all the stuff like chart of accounts, general ledger, etc. When a business owner tells his accountant to finalise his year end accounts, the accountant will navigate this scary area looking for the information they need.

In summary, the job at hand is to reposition the website & the application to be this new friendly online software that helps small business owners manage their accounts.

**Audience profile**

Currently many of the users are typically early technology adopters. Over 50% of them are I.T. businesses.

They have dropped out of managing their accounting using spreadsheets to record transactions, Word documents to produce invoices, and collecting a shoebox of receipts and giving it to a bookkeeper at the end of each quarter. Let's call these "***shoebox businesses***". Their only other option to get more organized is to buy a desktop copy of an accounting application like MYOB.

Accountancy firms will invariably recommend their customers use a desktop application like MYOB, because they use that software and it makes it easy for them to import their customer records. However, it is very heavily featured, not friendly in design and therefore complicated to use. It's also very expensive, an upfront cost and, lacks many of the benefits of logging into hosted accounting anywhere.

We want to intercept customers who are ready to move from being a shoebox business to a professional accounting product & motivate those who haven't realized this is a good decision.

We want these customers to use Reach Accounting instead of MYOB, or a competitor hosted accounting product. Whilst we do attract churn from MYOB users, it's the shoebox business we're targeting primarily. Those who have never used an accounting software application.

We're looking for businesses whose turnover is >$150k, which means they probably have more than one employee and are 'over the hump' of setting up their business.

We only serve Australia.

**Perception/tone**

Research tells us that shoebox businesses see advantages in the low monthly cost of hosted accounting. They like the fact multiple employees can access the application anywhere, from any device. They are concerned about data security. They find invoicing hard. They find producing their quarterly financial returns hard. Perhaps this is unsurprising, because we all find DIY accounting hard, but it's a perception we need to break down.

The perception that we want to create about Reach Accounting is that;

1. You're more in control of your business. You have moved up a gear. You're a winner.

2. You become much more organized. This generates an emotionally more relaxed state. It creates an emotion response of reward every time to enter a transaction, and accounting becomes more fun. You have less anxiety about doing your accounts.

3. It is easy. It takes all the hard work out of invoicing clients, managing expenses and producing returns.

4. Mobile access to your invoicing and accounting system from any device, anywhere, by any employee is cool, more flexible. You can empower your employees to do their own accounting tasks.

5. You feel cleverer than the ole school MYOB users. You're not an accountant, you're the new generation of cloud application users who get a better service, better usability and better access and have more fun managing their accounting needs.

6. Security is government grade. It might be more fun, but we're still serious about looking after your data.

7. You collect money faster, because the service helps you realize you have outstanding invoices and helps you automate chasing them up. You are richer as a result.

**Communications strategy**

External acquisition will be via multiple channels; Google Adwords, direct mail, EDMs, editorial, print advertising, although most of that would be to microsites and not the website being designed in this brief. Most of this acquisition will be to a trial. Internal acquisition and upgrade will be by EDM and sales teams.

Research tells us that these are the summary needs of shoebox businesses (and not necessarily using these words);

1. Make invoicing simple

2. Easy payroll

3. Automated BAS returns

4. Low monthly fee

5. You and all your employees can access the service from any computer, laptop or mobile

6. Government grade security

For your information, 'BAS' is an Australian acronym for Business Activity Statement and a statutory tax return to government.

**Competitive positioning**

The main competitors are:

1. Shoebox accounting; managing your accounts using spreadsheets to record transactions, Word documents to produce invoices, and collecting a shoebox of receipts and giving it to a bookkeeper at the end of each quarter

2. Desktop MYOB; accepting the advice of your accountant and running a desktop version of MYOB on a computer

3. Other hosted accounting providers

The closest competitor that we want to relate to creatively and in a brand sense would be Freshbooks.

***Advantages over the competitors:***

Shoebox accounting:

a. Disorganisation is the eventual death of all businesses

b. You tend to invoice periodically, because it's a pain, which is bad for your customer who is more inclined to be happy about an invoice 1 day after they bought a service, rather than being hit 7 days later. You also delay cashflow.

c. You have no system for systematically chasing people who owe you money. You collect money slower, if at all.

d. You pay much more for your professional bookkeeping expenses to finalise your year end accounts

Desktop MYOB users:

a. It costs a fortune upfront. $849 for the option including payroll.

b. It's hard to use and really designed for an inhouse bookkeeper rather than a small business owner

c. No mobile access

d. Only 1 user licence

Competitor hosted accounting providers (Xero, Saasu, MYOB Live accounts):

a. We're cheaper ($15/mo, as opposed to $49/mo Xero, $29/mo Saasu, $25/mo MYOB Live)

b. We're (going to be) easier to use

c. Have the same features

**Targeted message**

What one word would best describe our brand?

The outcome of moving to hosted accounting from shoebox accounting is one of finding life a lot easier as a small business owner. You're doing everything smarter than before and it's a better option than desktop MYOB. You feel smarter. You're more of a winner.

You are clever.

**Objective of the new copy on the website**

To get customers onto a trial.

To redress the lack of visual and written relationship with our new brand and the key messages that relate to small business.

**Security benefits**

With security such a big consideration, here's some more credential anecdotes:

1. Over 40,000 Australian businesses have been registered at Reach Accounting

2. Hosted at Global Switch, the biggest & best data centre in the Southern hemisphere

3. Subsidiary of Netregistry, Australia's largest domain name & hosting company with over 1,400,000 small business domain names managed

4. Protected by Geotrust 128-bit encryption security

**Additional testimonials available**

"It's really great and so simple!" Kate Merritt, Hire Business

"It's fantastic, I'm really happy with it. Having it online is great because I can access my accounting whenever I want!" James Barnett, Photographer

"I love it! Invoicing is so simple and easy!", Elayne Kelly

"Being able to access the information everywhere is really convenient. It's easy and especially great for small businesses" Dave Fregon, Web Developer

"It's fabulous, I use it all the time! I'm a new business and it was perfectly suited to my needs." Hayley Mason, Events manager

"I'm loving it! My background is accounting and I find it really easy to use. Reach simplifies everything, with the click of a button, it's all done!" Andrew Nankivell, Marketing

"It's easy and simple to use" Caz Glass, Children's Apparel

"It's really intuitive, I taught myself how to use it. I don't even have an accounting background and I found it really easy to use." Emily Vandeur, Professional Services

"I love it! It's nice and easy, a lot easier to use than MYOB. And I don't need to back up. BAS is easy now because it's just pressing a button!" Arlene Baade, Boat-Hire Industry

"I haven't had a problem. It's easy to navigate around and I don't have to worry about backing up. I also like the fact that it's portable" Mary Walton, Horse Agistment

**Login to the service and check it out at [url removed, login to view]**

username: <testuser@[url removed, login to view]>

password: _wlY+yT2

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