Go Daddy 2015 Annual Report Download - page 136

Table of Contents
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Our target customers are primarily local service-based businesses. Most of our customers have fewer than five employees
and most identify themselves as having little to no technology skills. They need our help to give their businesses a unique and
secure digital identity and tools to help them stay connected with their customers.
To serve our customers well at every phase of their business, we group them into multiple stages of growth, starting with
"nascent" and evolving to "established and content." We have also identified special groups like the "digital commerce" group
which is made up of web-savvy individuals who utilize digital commerce platforms as their primary business vehicles. We also
serve a group of customers consisting of web-designers and web-developers—who we call "Web Pros"—who are in the business
of building, designing and managing the online presence of others. Each of these groups is unique in their needs, and we
personalize our solutions to meet them at each stage in their lifecycle.
Our Opportunity—What the GoGetter Needs
Our customers are consumers themselves and use the Internet to get informed, research and shop for solutions, which makes
them keenly aware of the need to have an impactful online presence. While our customers’ needs change depending on where they
are in their lifecycle, the most common customer needs we serve include:
• Getting online and looking great. Our customers want to find a name perfectly identifying their business, hobby or
passion. Once they have a name, they want to create a digital identity so their customers can find, engage and
transact with them online. We believe a complete digital identity includes an elegant, mobile-enabled website and
the ability to get found across various search engines, social media platforms and vertical marketplaces.
• Growing their business and running their operations. Our customers need to communicate with their existing
customers and find new customers. They also need tools to help them run their businesses, from productivity and
marketing tools to getting paid and balancing their books. In today’s online world, these activities are increasingly
linked to a customer’s online presence.
• Easy to use products with help from a real person when needed. Our customers want easy-to-use products and
sometimes they need help from real people to set up their website, launch a new feature or try something new. We
build products that are intuitive for beginners to use, yet robust and feature-rich to address the needs of expert
designers and power-users. We also provide high quality, consultative Customer Care and advise our customers as
needed.
• Technology that grows with them. Our customers need a simple platform and set of tools enabling their domain,
website and other solutions to easily work together as their business grows and becomes more complex, and they
need that platform to be simple to manage. The right platform can meet the needs of both an entrepreneur who is not
technologically savvy and a Web Pro with a more complex set of requirements.
• Reliability, security and performance. Our customers expect reliable products and want to be confident their
digital presence is secure. Our customers work on their businesses whenever and however they can and need
solutions fitting their lifestyle and schedule.
• Affordable solutions. Our customers often have limited financial resources and are unable to make large, upfront
investments in the latest technology. Our customers need affordable solutions leveling the playing field and giving
them the tools to look and act like bigger businesses.
Our Solution—What We Do and How We Do It
We built GoDaddy to serve the GoGetter by providing elegant, easy to use, cloud-based products wrapped with personalized
Customer Care. Our customers turn to us in order to:
• Get a great domain name. Every great idea needs a great name. Staking a claim with a domain name has become
the de facto first step in establishing an idea and presence online. When inspiration strikes, we are there to provide
our customers with high-quality search, discovery and recommendation tools as well as the broadest selection of
domains to help them find the right name for their venture.
• Turn their domain into a dynamic online presence. Our products enable anyone to build an elegant website or
online store, for both desktop and mobile, regardless of technical skill. Our products, powered by a unified cloud