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James Gill is founder and CEO of GoSquared, a simple, live analytics platform for websites. Brian Ardinger, Inside Outside Innovation Founder, spoke with James about product trends, design, getting close to the customer and growing a company outside the Valley.\xa0Based in London, James started GoSquared with friends, while still in school. They found success in building websites, but soon were asked how the sites were performing. Very few tools existed at the time, to answer these questions.\xa0Since then, GoSquared has created simple analytics software, on a subscription basis, for small businesses around the world.\n\nWhat trends are allowing you to build new things?\n - No code applications.\n - Real-time and live response.\xa0\n - Everyone today wants to have an online presence or small businesses.\n - We always wanted to work with small businesses and integrate into similar products like Go Daddy, Wordpress, Shopify, etc\n - Make it as easy as possible.\xa0\n\nHow do you decide what you develop?\n - Everyone has a different process depending on what works for each company.\xa0Some use tons of Data.\xa0Data creates lots of confidence in decisions.\n - We use our insights and engage with our customers.\xa0E.g., Onboarding - Do a lot of user testing. Make it fun. We show the visitors to your website instantly. Gamification.\n\nHow do you introduce new products and services?\n - Software is being adopted from bottom up, before senior management even knows about it.\xa0\n - Solving problems wins. Trend in B to B software. See small business/startups as early adopters.\n - Use new tools for Corporates that don\u2019t need IT support.\xa0Cheaper and faster.\xa0\n\nAbility to get close to the customer.\n - GoSquared changed dynamics to get immediate feedback from customers.\xa0\n - Test out ideas immediately. E.g., Landing pages and Payments - Zapier and Airtable.\n\nWhat was it like to build a tech company outside of the Valley?\n - We didn\u2019t make a choice. Left school and stayed in London. Thirty-seven signals/BaseCamp inspired us.\xa0\n - We build great products and tell our story and what we\u2019ve been learning.\xa0We don\u2019t spend much on Marketing.\xa0We share what we learn.\xa0Building trust.\xa0Sharing what we learned on our Blog.\xa0\xa0https://www.gosquared.com/blog/\n\nWhat\u2019s Next?\n - Training for the London Marathon in April\n - Introducing Free Tier soon\n - More new product improvement to help customers grow.\n\nFor More Information\nFor more information on James Gill or GoSquared see gosquared.com,\xa0@GoSquared or @Jamesjgill on Twitter.\xa0\n\nIf you enjoyed this podcast, you might also enjoy:\xa0\xa0Ep. 130 \u2013 Canopy Insight\u2019s Victoria Gerstman on Culture\u2019s Influence on Brands & Semiotics; Ep. 129 \u2013 Paul Jarrett of Bulu on New Trends in Collaborative Marketing; Ep. 122 \u2013 Jeff Rohrs, Yext CEO and Author of Audience: Marketing in the age of subscribers, fans and followers; Ep. 114 \u2013 Canva\u2019s Cameron Adams on Democratization of Design; and Ep. 113 \u2013 ProfitWell founder Patrick Campbell on Growth, Pricing and SaaS\n\nFind this episode of\xa0Inside Outside Innovation at\xa0insideoutside.io. You can also listen\xa0on\xa0Acast,\xa0iTunes,\xa0Sticher, Spotify, and\xa0Google Play.\n\xa0\nFREE INNOVATION NEWSLETTER\nGet the latest episodes of the Inside Outside Innovation podcast, in addition to thought leadership in the form of blogs, innovation resources, videos, and invitations to exclusive events. SUBSCRIBE HERE For information regarding your data privacy, visit acast.com/privacy