Go Daddy 2015 Annual Report Download - page 12

Table of Contents
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
7