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I believe there is a significant opportunity here, but that there is still a lot to do to maintain Xero’s position as a leading SME accounting solution. Be rest assured that we are very focused on small businesses and say no to a lot of things. SI - You seem to have a small band of loyal and devoted users within the software industry, why do you think that is and do you think that will translate into mainstream customers? RD - I would still like to be running Xero, the global leader in small business software and one of the most admired software companies in the world. He is a leader that gets marketing and has built a great culture of innovation. Yammer is a great way for everyone to know what’s going on and feel part of the discussion. Reader Question -Does Xero have any future plans of going into any other fields of cloud computing beyond accounting or personal finance? SI -You seem to have strong brand recognition in New Zealand, how is Xero going in foreign territories?

The profile of Xero and the newPacific Fibre cable has attracted significant inward investment making New Zealand a global player in the Internet economy. SI - In my investing experience I have found the level of business leadership in New Zealand wanting - with a few very notable exceptions - when it comes to making good long-term decisions based on sound business skills, the basic understanding of running a business and accountability when it comes to making mistakes and this is often reflected in businesses hiring from an overseas talent pool. The approach to market that has worked in NZ we are now rolling out in the UK and Australia and that is looking good but there’s much more to do. This is very important because accounting software is very much a word of mouth sale. I am concerned about maintaining focus on building the best online accounting system for the SME market.

I think the financial crisis may have helped as people put a focus on daily cashflow. RD - We haven’t put out any projections. SI - How many customers do you expect to have in five years and an estimate of revenue and profit projections for those customers? SI - How is the company performing compared to your projections when you first started and has growth and or profitability stalled over the current economic slowdown and if so have you seen any indication of recovery ? Having tripled revenues and reached over 17,000 customers is fantastic. SI - As a user of accounting products why would a consumer choose yours over your competitors? I think this is because accounting is quite sticky once you commit and by the time we count a customer they have trialled the software and running their business on it. This follows commitments from a number of sizeable UK accounting firms for large up-front orders without actual implementation.

The large companies we are targeting on on completely different business models. Five new internet companies list on the New Zealand sharemarket. SI - Who is your favourite New Zealand business mentors/leader/s and why? It’s really hard to find great product testers in New Zealand. That has allowed us to develop the product with great feedback. SI - What are you doing to contain costs considering the current economic environment and the focus by other businesses on this important factor? The timing is really due to focus. Xero has excluded those unimplemented customers from its customer count to more closely align the timing of revenue. The delay in implementation delayed revenue so we now count customers as they implemented which more closely aligns revenue. In the UK, the sales efforts were re-configured to focus on Xero implementation by accountants and to encourage adoption among key individuals within practices. My only concern is that they do not divide their focus between two very different markets. There are some important strategic reasons for doing Personal which I don’t want to go into publicly.

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