While MYOB and Quicken duke it out in the SME accounting software market, recent entrant Martex Software Solutions is hoping its BusinessBreeze product will slip in under the radar with its “micro” business focus.
Martex has signed Manaccom to distribute its flagship BusinessBreeze product, which has been on the market for the past couple of months. It is being sold through retailers including OfficeWorks, Harvey Norman and Mail Order Software with a recommended retail price of $330.
The product is aimed a step below MYOB and Quicken, at the “micro” small office/home office market.
“We’re targeting people who aren’t computer literate, and don’t have accountancy or bookkeeping backgrounds,” Martex MD, Charles Alexiou, said.
OfficeWork’s interest in taking on another SME accounting package was proof that BusinessBreeze was differentiated from MYOB and Quicken, Alexiou said.
“It extends the addressable market into micro small office/home office customer,” he said.
Another differentiator for Martex is that the BusinessBreeze product has no subscription fee, a policy which Alexiou said the company was set to maintain.
BusinessBreeze comes with two free, untimed support phone calls, after which charges apply on 15 minute increments.
Registration of the product was mandatory, a move which “allows us to verify the user is an actual purchaser,” Alexiou said. It could be done online or via a 1 300 telephone number.
Having the product in OfficeWorks was great exposure for the new product, as the chain accounted for about 30 per cent of MYOB sales, and about 25 per cent of Quicken sales, Alexiou said.
“Just on its own OfficeWorks is a very significant channel,” he said.
While building up the reseller channel was Martex’s primary focus, the vendor is also pursuing affiliations with trade organization to gain access to small business customers.
“We’re also looking at OEM opportunities," Alexiou said. "We have a couple on the negotiating table at the moment."
Martex is also focusing on “donut marketing” in key Harvey Norman stores in Sydney, Melbourne and Brisbane, although the product is available in all stores nationwide.