Xero is killing it everywhere else and it's just a matter of...

Xero is killing it everywhere else and it's just a matter of following their strategy and being patient. The US, however, seems to be immune for the most part to that same strategy that's worked so well everywhere else. Arguably it's not like Xero 'needs' the US anymore, however to get proper traction in that market is what would take this company to the next level in terms of profile and valuation. But they've been trying there for so long that I'm almost convinced they're going need to do something different there - perhaps strike some big deal with either Google or Microsoft to get bundled into their suite of office apps. It may not be a profitable exercise in the short term, but it would boost their brand and visibility (something that's sorely lacking in the US). Either that or start making some strategic acquisitions.