Marketing SIG: Inside Intuit
Monthly Marketing SIG Meeting
Intuit, maker of QuickBooks accounting software, is arguably the most successful small business marketer of our generation. But its success did not come easily. In this session, Suzanne Taylor and Kathy Schroeder, co-authors of the 2003 book Inside Intuit: How the Makers of Quicken Beat Microsoft and Revolutionized an Entire Industry, will regale you with the story of how Intuit built such effective small business marketing expertise that QuickBooks became the number-one small business accounting software in North America. You'll learn about how Intuit:
- Created QuickBooks based on customer insights that led to nothing less than a paradigm shift
- Recovered from a disastrous QuickBooks product launch
- Quickly established QuickBooks as the #1 accounting software product, despite competition from Microsoft
- Successfully applied lessons learned from the Quicken business to QuickBooks
- Made the transition from a consumer-focused company to a business-focused company
- Evolved its small business strategy from one-size-fits-all to a more targeted, high-end approach
At the end of the session, you will have learned the inside secrets that have made Intuit so successful in both the consumer and small business markets. Taylor and Schroeder will conclude the evening by raffling off a copy of their 2003 Harvard Business Press book about the company.
Suzanne Taylor is a marketing strategy consultant focused on building brands and businesses by creating "wow" customer experiences. With 14 years of consumer and high-tech marketing experience, Taylor has worked and consulted for companies including Intuit, Palm Computing, WebTV (now MSN TV), Clorox, Adobe, and several startups. She taught an Internet marketing class at Stanford University and holds A.B. and M.B.A.degrees from Stanford.
For more information, send an email to firstname.lastname@example.org, or go to www.suzannetaylor.com.
Kathy Schroeder is a full-time author and schools volunteer. She spent seven years in marketing for Ford Motor Company. While in the Stanford M.B.A. Program, she was the Features Editor of the Stanford Business School newspaper and Staff Writer for the Stanford Daily News. After her M.B.A., she spent four years in project management and corporate marketing for Risk Management Solutions. She then led business development at a dot.com startup. She has written three unpublished novels and a play, contributed to various newsletters and publications, and taught Internet Marketing at Stanford. She holds a B.S. in Business with highest distinction from Indiana University, and an M.B.A. from Stanford.
Mitchell Park Community Center
3800 Middlefield Road
(between Meadow Drive and Charleston Road)
Palo Alto, CA
6:30 - 7:00 p.m. Registration / Networking / Refreshments
7:00 - 7:20 p.m. Announcements and Introductions
7:20 - 8:30 p.m. Presentation and Discussion
8:30 - 9:00 p.m. Wrap-up / Networking
$15 at the door for non-SDForum Members
No charge for SDForum members
Please call 408.494.8378 for student memberships
No registration required
For more information about the Marketing SIG, please visit the Marketing SIG Main Page, at www.sdforum.org/sigs/marketing.