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Competition at your heel

19 Apr

Despite accounting software not being a product that lends itself to flashy marketing campaigns, Intuit QuickBooks, the leader in small business accounting software, is taking a unique approach by linking itself to the silver screen. 

QuickBooks launched a social media campaign, “Small Business Spotting,” to highlight real-world small businesses that have appeared in this year’s Oscar-nominated films, and also produced a small business movie guide that uses Google Maps to track businesses featured in films and trailers. 

Meanwhile, FreshBooks, a rival company that reached unicorn status two years ago, is teaming up with SurePayroll to allow users to sync payroll expenses and liabilities to their FreshBooks accounts. Although FreshBooks faces competition from QuickBooks, which holds 80% of the small business accounting market, the company has experienced significant growth and has plans for strategic acquisitions, sales and marketing, and research and development. As FreshBooks continues to grow and meet market needs, it may just have its own storybook ending as an underdog in the industry.