Time is Money, so let's ClockIt!

What is Clockit.io?

Clockit.io is a time clock app which records punch in/out for attendance and payroll. It can also manage leaves, PTO and projects on the app.

It is a software solution that essentially tracks employees’ daily work hours and are also often referred to as time and attendance systems which are included as part of a workforce management solutions.

This kind of system is critical for keeping track of -

• Employees and their working hours
• For payroll calculation and avoiding errors
• Essential for labour laws compliance
• Calculation of Overtime compensation
• Maintain records of lateness, absenteeism etc.

Who needs it and why?

The workplace today looks very different than any time in the history of the business world. In the last few decades globally distributed offices and working across time-zones became normal. Since the pandemic, remote workforce has gotten added to this mix. And now hybrid-mode of operation is very common. Given all of these changes, attendance management systems have also had to evolve to suit different kinds of organizations.

Many countries such as the US have a mandate to maintain electronic attendance records. And very strict laws pertaining to working hours and overtime allowance.

This makes softwares like Clockit essential to any company that falls within such laws and/or has a globally distributed workforce.

Competitive Scenario

This is a very crowded space with several stand-alone as well as HRIMS or CRM-based tools offering this functionality. Clockit has been in the market for about 7 years and has a decent sized customer base.

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What we don't do: The typical target customer will be small to mid-sized companies since larger companies and enterprises require company data to reside in a server on premisis and Clockit works exclusively on the cloud for data process.

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What we do differently: One of the key differentiators of Clockit is it also works with biometric devices (RFID, finger print and face scan) which not many players in this segment do. For this feature set, Clockit has amongst the lowers per user pricing in this segment.

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It has 4+ ratings on 5 across all app product review websites such as G2, Capterra, Getapp etc.

Below is a comparison chart against a range of top players in the time management space.

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Core Value Proposition

Employee time tracking across ALL commonly adopted devices and modes (mobile, web, kiosk, biometric devices and messenger apps etc.) at ONLY $2.99/month/user.

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Ideal Customer Profile

For the purpose of this project I'm only focusing on the buyer journey and NOT the users journey i.e. the person who signs up for Clockit.io, evaluates it and makes the decision to add card and purchase.

I was able to speak only to 2 customers and both were in the small business category based in the US. I spoke with the Founder and Data Analysts to get answers to specific queries to gather more information about their current customer base. The capture data against customers at every step of the way and hence I was able to validate some of the characteristics and hypothesis using data.

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Basis information from the co-Founder, majority of their customers fall under the ICP 2 and 3. Let's look at the jobs to be done framework for these ICPs

User Goals

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Onboarding Teardown

The most basic actions needed for a successful trial as derived by conversations with users, the Youtube video and the co-Founder, the intended onboarding flow is as follows -

1. Sign up for free 14 day trial
2. Create users in the system
3. Test Punch in, Punch Out from Mobile and Web
4. Check out activity and attendance reports

Teardown details in the PDF along with Recommendations for changes to achieve key actions during trial

Onboarding - Clockit.io.pdf​

Reproducing Summary from the PDF

It takes a minute to win it!

Defining Activation

Hypotheses

• Hypothesis 1: 6-10 logins during the trial by the admin

Reasoning: The more times an admin i.e. decision-maker or influencer logs into the system during the trial period equates to how engaged they are with the trial. They care enough to login and explore the interface is a good indicator of genuine interest.

• Hypothesis 2: 5-10 users created during the trial

Reasoning: The more users added during the trial period would indicate intent to either test more features or have some employees validate the experience. This is an important indicator of an engaged trial customer.

• Hypothesis 3: 1-2 created users logged in from their accounts to punch-in

Reasoning: The Admin is actually activating users to try their logins and punch-in indicates that they are invested enough on the tool to ask employees to check the experience. This a good indicator that the admins was satisfied with primary features on the app.

• Hypothesis 4: 2+ reports viewed during the trial

Reasoning: Admin and managerial use-cases of the app are primarily to create and consume reports once the app is functional and implemented. If an admin user has tried to view a variety of reports, they have clearly moved forward in their decision-making process.

• Hypothesis 5: 3+ features accessed during trial

Reasoning: If the users are exploring the tool beyond basic features, it indicates that they are satisfied thier level 1 requirements and are looking for more features to match their requirement.

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Activation Metrics

Quantitative Metrics

1. D1, W1, W2, M1
2. Trial vs. Subscription
3. Subscription vs Retention
4. Number of logins during trial
5. Number of users created
6. Number of created users logged in
7. Number of features explored
8. Help resources accessed/customer support

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Qualitative Metrics

• CSAT and NPS
• Feedback on Quality
• Product Reviews
• Chat support queries and requests raised

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Sneha Padmanabhan - Punch Out - 5:14 PM, 06-04-2024, Dubai

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