{"id":758,"date":"2025-02-26T13:27:43","date_gmt":"2025-02-26T21:27:43","guid":{"rendered":"https:\/\/embedded.gusto.com\/blog\/?p=758"},"modified":"2025-03-14T09:49:35","modified_gmt":"2025-03-14T16:49:35","slug":"smb-product-innovation","status":"publish","type":"post","link":"https:\/\/embedded.gusto.com\/blog\/smb-product-innovation\/","title":{"rendered":"How SMBs Benefit from Integrated Solutions and Experimentation in Product Development"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Balancing strategic decisions with customer-centric innovation requires a deep understanding of your audience and a clear vision for impactful solutions. In this episode of <\/span><a href=\"https:\/\/www.smbtechinnovators.com\/episodes\/irana-wasti\"><span style=\"font-weight: 400;\">The SMB Tech Innovators Podcast<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/www.linkedin.com\/in\/iranawasti\/\"><span style=\"font-weight: 400;\"> Irana Wasti<\/span><\/a><span style=\"font-weight: 400;\">, former chief product officer of <\/span><a href=\"https:\/\/www.bill.com\/\"><span style=\"font-weight: 400;\">BILL<\/span><\/a><span style=\"font-weight: 400;\"> and experienced board advisor, shares her expertise in serving small- and medium-sized businesses, driving strategic growth, and navigating diverse career paths in the tech industry.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Key Takeaways<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Leading GoDaddy\u2019s EMEA region taught Irana the value of adapting strategies to cultural and regional contexts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">SMBs face inefficiencies with seven or more tech tools, highlighting the need for integrated solutions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Proper experimentation enables rapid feedback, driving innovation and informed decision-making.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">GoDaddy\u2019s bundling experiments revealed that quick wins, like instant email setup, enhance customer engagement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">BILL\u2019s acquisition of Divvy unified spend management and improved cash-flow insights through cohesive data.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">AI is shifting from enhancing features to solving SMBs\u2019 core challenges, such as automating workflows.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Diversity means recognizing unique challenges, like balancing dual careers and parenting, to foster support.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Without female managers, Irana thrived through mentorship. She urges others to innovate despite representation gaps.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Irana now focuses on advisory roles and cherishes time with her family.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>Listen to the Podcast<\/b><br \/>\n<iframe style=\"border-radius: 12px;\" data-src=\"https:\/\/open.spotify.com\/embed\/episode\/6DZN3w49ZsdCqpPPHRA8bI?utm_source=generator&amp;theme=0\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<h2><span style=\"font-weight: 400;\">Understanding SMB Needs and Passion<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Understanding why small and medium-sized businesses (SMBs) seek technology solutions is important. SMB owners are driven by passion for their businesses rather than wealth or dominance. Their needs vary widely across industries, but their impact on communities is significant. They require accessible technology to help them sustain and grow their businesses.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While at Intuit, Irana visited local SMBs to gain firsthand insights into their challenges. She observed how technology could bridge gaps and ease operational burdens. These experiences shaped her career, reinforcing her commitment to serving SMBs through innovative product development.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-759 lazyload\" data-src=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-5.png\" alt=\"\u201cSMBs don\u2019t ask for integrated solutions outright. Instead, they tell you about their pain points \u2014 too many tools, too much manual work \u2014 and it\u2019s on you to solve that.\u201d - Irana Wasti\" width=\"1200\" height=\"1200\" data-srcset=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-5.png 1200w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-5-300x300.png 300w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-5-630x630.png 630w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-5-150x150.png 150w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-5-768x768.png 768w\" data-sizes=\"(max-width: 1200px) 100vw, 1200px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1200px; --smush-placeholder-aspect-ratio: 1200\/1200;\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Evolution of SMB Technology Needs<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Over the past five years, SMBs have shifted from resisting technology adoption to relying heavily on digital solutions. Initially, many lacked websites, requiring companies like GoDaddy to advocate for an online presence. However, the pandemic accelerated digital transformation, making online tools essential for business survival.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">While this shift has increased technology adoption, it has also introduced new challenges. Many SMBs now use multiple, disconnected tools, leading to inefficiencies and data fragmentation. On average, SMBs manage over seven software solutions, causing significant context switching and operational complexity.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">The Demand for Integrated Solutions<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As SMBs adopt digital tools, their primary concern is now integration. Irana highlights how disconnected solutions create inefficiencies, requiring business owners to manually transfer data between platforms. She emphasizes the need for integrated solutions that unify different software components, streamline workflows, and reduce the burden on SMBs.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Rather than expecting SMBs to explicitly articulate the need for integration, product leaders must observe their struggles and infer solutions. Business owners often describe their pain points\u2014such as managing multiple interfaces and duplicating efforts\u2014but may not identify integration as the solution. By listening to customer challenges and translating them into actionable product improvements, companies can create seamless, intuitive experiences.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Experimentation as a Core Strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Irana strongly advocates experimentation in product development and go-to-market strategies. She believes experimentation is essential across all business functions, from sales and marketing to customer support and technology adoption. Businesses can refine their offerings by continuously testing different approaches and better serve SMBs.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Unlike enterprise customers, SMBs provide a larger pool of users, allowing faster and more scalable experimentation. Companies like GoDaddy, with millions of SMB clients, can quickly test hypotheses, analyze results, and iterate on solutions without lengthy delays. This rapid feedback loop enables continuous improvement and adaptation to evolving customer needs.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-760 lazyload\" data-src=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-3-1.png\" alt=\"\u201cEven if you don\u2019t know all the answers right away, experimentation allows you to learn quickly and make better decisions.\u201d - Irana Wasti\" width=\"1200\" height=\"1200\" data-srcset=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-3-1.png 1200w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-3-1-300x300.png 300w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-3-1-630x630.png 630w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-3-1-150x150.png 150w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-3-1-768x768.png 768w\" data-sizes=\"(max-width: 1200px) 100vw, 1200px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1200px; --smush-placeholder-aspect-ratio: 1200\/1200;\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Practical Experimentation for SMB Success<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To conduct successful experiments, businesses must:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Establish clear methodologies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analyze results accurately<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Implement findings effectively<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Poorly designed experiments or misinterpreted data can lead to incorrect conclusions, negating the benefits of testing. Irana stresses the importance of proper execution to ensure meaningful insights.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Experimentation is also crucial in pricing, messaging, and product bundling. For example, GoDaddy tested different product bundles to determine the best way to introduce SMBs to its offerings. Through testing, they discovered that immediate value delivery\u2014such as instantly setting up a business email\u2014enhanced customer engagement and retention.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Build vs. Buy vs. Partner: Key Decision-Making Factors<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The decision to build, buy, or partner is a critical consideration in product development. Irana outlines key factors that influence this decision:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>User Experience Priority<\/b><span style=\"font-weight: 400;\"> &#8211; Ensuring a seamless experience for customers is paramount.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Data Integration<\/b><span style=\"font-weight: 400;\"> &#8211; Leveraging granular data to improve business insights and product offerings.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Competitive Advantage<\/b><span style=\"font-weight: 400;\"> &#8211; Identifying where differentiation is necessary and where third-party solutions suffice.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cost Considerations<\/b><span style=\"font-weight: 400;\"> &#8211; Determining the financial viability of each approach while maintaining quality and efficiency.<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">For example, <\/span><a href=\"https:\/\/www.bill.com\/\"><span style=\"font-weight: 400;\">BILL<\/span><\/a><span style=\"font-weight: 400;\">&#8216;s acquisition of Divi helped integrate financial workflows, providing a more cohesive experience for SMBs. Conversely, GoDaddy partnered with Microsoft to streamline SMB email setup rather than building its email product, focusing on value-add features rather than duplicating existing solutions.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-761 lazyload\" data-src=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-4.png\" alt=\"\u201c\u200aI think partnerships offer sometimes a lower cost way to experiment against a strategic bet or an opportunity.\u201d - Irana Wasti\" width=\"1200\" height=\"1200\" data-srcset=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-4.png 1200w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-4-300x300.png 300w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-4-630x630.png 630w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-4-150x150.png 150w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-4-768x768.png 768w\" data-sizes=\"(max-width: 1200px) 100vw, 1200px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1200px; --smush-placeholder-aspect-ratio: 1200\/1200;\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">The Role of AI and Data in SMB Solutions<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With AI and machine learning advancements, Irana believes technology should focus on solving real SMB challenges rather than merely augmenting existing features. She highlights key areas where AI can enhance SMB experiences:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Automation<\/b><span style=\"font-weight: 400;\"> \u2013 Reducing manual tasks and improving efficiency.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Predictive Analytics<\/b><span style=\"font-weight: 400;\"> \u2013 Offering insights into financial health and customer behavior.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Personalization<\/b><span style=\"font-weight: 400;\"> \u2013 Tailoring solutions to individual business needs.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">AI&#8217;s role in SMB solutions will continue to grow, shifting from an add-on feature to a core element of product strategy. Ensuring seamless data integration will be essential for businesses leveraging AI effectively.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-762 lazyload\" data-src=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-6.png\" alt=\"\u201cData is the foundation for delivering meaningful solutions. Whether it\u2019s for AI or experimentation, having your data in order is critical for success.\u201d - Irana Wasti\" width=\"1200\" height=\"1200\" data-srcset=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-6.png 1200w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-6-300x300.png 300w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-6-630x630.png 630w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-6-150x150.png 150w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2025\/02\/GUSTO-quote-1200x1200-6-768x768.png 768w\" data-sizes=\"(max-width: 1200px) 100vw, 1200px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1200px; --smush-placeholder-aspect-ratio: 1200\/1200;\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Diversity in Leadership and Team Building<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Irana stresses the importance of diverse leadership in technology. She shares insights on building inclusive teams and fostering growth among underrepresented groups. Her approach includes:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hiring the best candidate regardless of familiarity.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Investing in employees&#8217; development and mentorship.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Recognizing that diversity extends beyond gender to include work-life balance and life experiences.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">She also challenges the notion that individuals must see representation to succeed, emphasizing that strong mentorship and leadership can come from any background.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Future Plans and Final Thoughts<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Having recently transitioned from her role at BILL, Irana focuses on advisory roles and board memberships while dedicating time to personal commitments. She encourages professionals to balance career aspirations with individual priorities, recognizing the value of both.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">As SMBs evolve in a digital-first world, companies must prioritize seamless technology adoption, strategic partnerships, and iterative product improvements. By leveraging experimentation, AI, and user-focused solutions, businesses can enhance SMB success and long-term growth.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Listen to <\/span><a href=\"https:\/\/www.smbtechinnovators.com\/episodes\/irana-wasti\"><span style=\"font-weight: 400;\">Empowering SMBs to thrive in a digital-first world with Irana Wasti<\/span><\/a><span style=\"font-weight: 400;\">, then learn more about <\/span><a href=\"https:\/\/gusto.com\/\"><span style=\"font-weight: 400;\">Gusto<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/embedded.gusto.com\/\"><span style=\"font-weight: 400;\">Gusto Embedded<\/span><\/a><span style=\"font-weight: 400;\">. And connect with <\/span><a href=\"https:\/\/www.linkedin.com\/in\/iranawasti\/\"><span style=\"font-weight: 400;\">Irana on LinkedIn<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Balancing strategic decisions with customer-centric innovation requires a deep understanding of your audience and a clear vision for impactful solutions&#8230;.<\/p>\n","protected":false},"author":11,"featured_media":763,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-embedded-partners"],"acf":{"exclude_from_embedded_resources":false,"popularity":0,"essentiality":0},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SMB Innovation: Integrated &amp; Experimentation - 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