Mint

Intuit (NASDAQ:INTU) has launched their new online product called Quicken Online. Immediately one starts to think of the "new" players in this area which include: SpendView, Mint, Geezeo and Wesabe. There's certainly room for multiple players in this market, especially as each offers something a bit different. But Intuit can outspend all of them on marketing and will most likely be able to grab the mainstream segment relatively easy.

Quicken Online has a different business model than the competition - free trial then $2.99/month. Most of the competitors are either using some form of advertising or, in Mint's case, savings proposals based on the data you upload.

If you've been reading CenterNetworks for a while, you know that I have issues with all of these sites that require you to give them all of your financial passwords so they can access your system. Wesabe is the only one who offers an upload option so you can decide how much to trust them. Quicken Online faces the same issues as the others as you are required to give them all of your logins and passwords for your financial institutions. Unlike the others, Intuit has a 10 billion dollar market cap and has been creating Quicken for 25 years. Does that change my opinion on it? Perhaps a pinch but still not enough as I'd like. Especially when at the end of the video below they joke that they purchased a verisign security system to make customers feel better. Oh snap, the Verisign logo is gone now - but it's in the video - what does that mean?

Outside of the data security issues, the application looks like a standard Web application. Think of the most basic Quicken version, and you have it. I would have preferred that they separated it from the rest of the Quicken Web site and given it a fresh look and feel. Right now it feels jammed into the old Quicken site. This is an area that the competition will need to capitalize on. Especially because from what I've seen the competition is using "socialness" and most of them are using heavier trending to help you spend less and save more.

To try to hit the early adopter tech set, they created an iPhone app. Actually it's not iPhone specific, it's just a mobile version of the site. They do note that this version is only available on the iPhone and not the Blackberry or other mobile devices.

Intuit has a short video demo of the product which is worth checking out. Also check out Rafe's review from his exclusive access a month ago.

Here are a couple screenshots showing the text functions and the iPhone mobile site:

Yesterday Uncov went after Pownce, claiming that they are a fail and that "even Michael Arrington" can't help them now after checking out an Alexa chart. In July I wrote that you "should never bring Alexa to a fight". It was true five years ago, it was true in July and it's true today. Using charts (of any kind) in this Web 2.0 world is silly. Pownce/Twitter both have APIs - even using the tool offsite wouldn't register on Alexa. This is why I've called for new metrics for years now.

Mike picked up the Uncov-bait, and wondered in the story title whether Pownce is headed for the Techcrunch deadpool.

I don't know founder Leah Culver but I was wondering after reading both posts what some other startups might look like using Alexa. Uncov suggests that "you can look at virtually any Web 2.0 company and see a nearly-identical traffic graph". I would generally agree with that statement. Certainly Pownce has been overshadowed by Twitter based on API and those infected with Twitterdiction. I would suggest that Pownce is more on the lines of Tumblr than Twitter - in fact a marriage between Tumblr and Pownce might be sweet and long-lasting.

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Yesterday I had a chance to sit down with Wesabe co-founder Marc Hedlund. Marc was in town for today's portfolio summit at Union Square Ventures. Let's dispense with the formalities first: Wesabe was not named after the Japanese root vegetable, that's Wasabi. Marc said the name comes from the spanish language as is a combination of "we" and "you". It's sexy.

I always look forward to meeting startups and developers for our conversations but this one I was really looking forward to. I have written several times about the other two big startups in the financial space: Mint and Geezeo and being a former accountant, the personal financial space has a tremendous amount of room for growth. My biggest issue with the other two is around security. Geezeo has more features than Mint but I have the same security concerns with both. Unfortunately Mint has some interesting corporate goals and has ignored most of my questions but I am still open to a discussion with them as well.

Now let's focus on Wesabe. We began by discussing marketing plans and Marc noted that the majority of traffic to Wesabe comes from Google which is stronger over time than a blog post on a top blog because Googlers actually need his product each time vs. a small handful from a blog post. Wesabe has a very strong community.

The founders spent two years interviewing over 1500 people about their spending habits and what they would be looking for in an online tool. Their goal was to build something robust because, "If it's the same as Quicken, why not just use Quicken?" Wesabe is an online financial management tool. It uses tagging to help organize your charges.

Most of our time together was discussing security. Where Wesabe differs from Mint/Geezeo is that Wesabe allows you to "decide how much to trust Wesabe". What this means is that you have a choice to either plug in your logins or you can upload the exported files from your bank Web site. I like this a lot. Their application for logins also works very differently than the others. It's a desktop app (or Firefox addon) in which you put your logins into it and after logging in, Wesabe exports the files and then it works the same as if you upload the files yourself. All login info is stored on your desktop pc and not on the remote servers. They have a data bill of rights for their customers.

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One of the noted strenghts of Mint, the new online money management tool, is to help you create goals with regards to money. Today, Theron Parlin, CTO of Geezeo believes he found what Mint's corporate goals are. Geezeo and Mint aren't direct competitors as Geezeo offers a wider variety of services including investment tracking.

Theron has posted on his blog displaying the image below and calling it, "douche baggery". He then continues:

"The founder of Mint and one of his developers decided they wanted to show us at Geezeo that not only do they have terrible taste in hats, but that pettiness and foul language towards a competing company is part of the silicon valley way. I don’t blame them for being upset, after all, with a smaller team and less resources we’ve been able to beat them to the punch in every aspect of what we do. Well, let’s be fair, I wouldn’t create a goal on Mint’s site because they don’t have goals. Come to think of it, they don’t have groups either, or support for investment accounts, or mortgages, or auto loans. "

Mint has received a variety of press since their launch and the big win at Techcrunch40, both positive and negative. On the positive side is TechCrunch authoring a bunch of posts about the service. On the negative side, there are posts including, "Mint thinks I am cheating on my wife".

My feeling about these apps remains the same, I am not comfortable sharing my ultra-sensitive logins with a brand new startup. While both apps talk about their superior security, will they be there for me when someone breaks into my account? And how will say WaMu respond when they find out that I have been accessing my WaMu account using a third-party service. Unfortunately Aaron completely ignored my questions on the TC comments thread about the above and about insurance for liability. I have also read a variety of reports that the savings that Mint recommends are not possible for that person either due to implied savings that Mint doesn't recognize, location, etc.

Here are my live notes from the Session 5 - Productivity and Web Applications. This post will be considered live until I note it has concluded.

Xobni

• A new look at your email - effortless integration of your email
• Helps you to expose a hidden social network
• Best way to find an important email
• Fastest way to find an attachment
• seems pretty interesting - i guess it looks like gmail threading but it does it over time
• ties into calendar
• pretty cute presentation
• available for microsoft outlook now
• wrap-up - view threaded conversations, find attachments, use a social network from your email and search email and people

Orgoo

• Merges emails from anywhere into one place
• They call it a cockpit for inbox
• Orgoo lets you record a video message
• Not a packaged demo - nice!
• Integrates all buddy lists into one from all services
• Opens in tabs
• You can create a chat room with participants from multiple networks and embed as well
• Search chat, im, and email all together in one search
• Very impressive I must say

App2You

• Build a web app with no knowledge for anyone who has the knowledge level of knowing excel
• Ok, this looks WAY more complicated than they sold it as

Mint

• you spend your life working for your money but do you know where your money goes?
• completely free
• completely anonymous
• another one who wants my ((*%)@%) bank account info - who the f are they for me to trust them - trust is earned my friend
• updated daily
• 4 patents they filed for
• all your transactions from all sources in one place
• claims that they are the first to show you spam offers to save you money - geezeo does this now i believe
• mint is so easy to use you will actually use it - from the founder

I am sorry but I couldn't catch up to review Kerpoof. It's a cute kids tool. Would be better if it was educational.

Expert Panel Discussion

Esther - before I would fund anything, I would want to know more about their track records. Based on what I saw it would be Xobni. She is an investor in Wesabe but she would use Mint.

Guy - I would absolutely meet with Kerpoof. Xobni is a horrible name.

Roelof - Three of them stand out in my mind. Very impressed with Mint as they execute incredibly well. Impressed with Xobni - I worry about their need for a client.

Mike - I like everyone of these except xobni cuz im a mac guy. Mint did a good job with guerilla marketing.

What are your business models:

Mint - lead generation

Kerpoof - subscriber fees

Xobni - vertical solutions

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I get various requests from time to time asking me which analytics applications. So here is my list of the current analytics applications I use on my web sites with a short bit of commentary on each one. They are not listed in any particular order. You can also check out my previous post which offers several free and almost-free analytics options. I don't believe most Web sites need the insane number of tools I run but each one offers me something unique and, in addition, I like to test as well.

Clicky

Clicky is currently my favorite analytics application. The interface is excellent, has a Web 2.0 feel to it without going overboard. The best features are the real-time spy and the IP user lookup. The user maps and location information is very detailed giving you insights into where your users are, how they access your site, and what they do on your site.

General comments:

• The basic account is limited to 1,000 pageviews per day. Most users will want the $2.99 plan.
• There is an affiliate program which earns credits towards free premium memberships.
• Support is great and the site is very user-friendly.
• Clicky is also running an API contest currently. So far I know of one entry at ideAjax which basically is a sweet world map.

eXTReMe Tracking

eXTReMe Tracking has the absolute best user lookup tools that I have found to-date. If you want to be able to look at individual users and their patterns, eXTReMe Tracking does this very well. The rest of the app is strong, but not the strongest of the tools listed.

General comments:

• The free account is limited and requires you to place a graphic on your site. The pro account is $4.50 a month.
• The "on the map" feature is the best user mapping tool I have tried. In fact, Dateline NBC used it on a sting operation last year.
• The site does have a short learning curve and the interface layout could be improved.

Google Analytics

I have used Google Analytics since they first launched and the new version is very powerful. I don't love GA but keep it running because it is generally the best comparison from site-to-site.

General comments:

• Some users report that the Goals options don't always track correctly
• I am not crazy about Google controlling every aspect of my site including the site traffic.
• Overall, this is the most popular analytics app for three reasons: Google's trust level, their ability to market it thru the AdWords program and that the app is free.

Mint

I like Mint. It is the fastest of the analytics applications listed and it runs on your local server. I used to believe it was better to keep everything on your local server with regards to analytics apps, but today there ASP model apps have really improved their ability to track and not lose data.

General comments:

• There is no free plan, $30 gets you a license for the current x.y version. Once x is upgraded, the charge is $15.
• There is an excellent support community who can help with support and extending the app.
• Mint offers "Peppers" which are basically add-ons to extend the functionality of the app. Most are built by the Mint community.

Quantcast

Quantcast is the odd man out in this grouping. Quantcast doesn't provide as much detail as the above and is really used as a ranking and evaluation tool. Sites that use their plugin are called "Quantified Publishers" on the site. Frankly I wish more sites would use this because then it could create more fair comparisons. Quantcast is what Alexa wishes it would be.

Final summary

I left Complete off the list because I am currently working with them to attempt to rectify the reporting issues on CN. Once they have corrected the issues, I will post my thoughts on Complete. I have not included the "professional" level packages such as Webtrends, Omniture and WebSideStory. Lastly, many web hosting packages provide basic metrics applications. I didn't include these because I find that they are generally worthless and out-of-date.

What tools are you using? Is it one (or more) of the above? Are there others I should be reviewing/testing?

Doing proper analysis of your web app or blog is critical to its success. It is vital that you monitor the who, what, when, where and why visitors are coming to your web site. If you expect to get VC money or to be able to sell advertising, you must prove the traffic your site receives. I have come up with what I consider to be five of the top analytics tools that are either free or very low cost. These tools will help you answer the 5 w's of your web site.