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Executive Summary
The current market is full of millennials entering high-paying jobs and baby boomers who have reached the retirement age.
With bank interest rates traditionally low, both these classes are looking for better means to invest their money for greater returns.
The rate of promulgation of internet knowledge has made it easy for laymen to learn and execute trades at the stock markets with great skill and low risk.
The start-up ecosystem will very soon hit the stock markets with IPOs and everyone will want a share.
Executive Summary
Stock Master will be an open platform for investing enthusiasts to come together and share ideas.
It will be a source of knowledge for the growing base of people interested in learning personal wealth management and will serve as a one stop solution to all their problems .
It will cater to multiple needs of customers simultaneously with a simplistic interface.
Executive Summary
The company’s goal will be to reach a 1M download benchmark within a span of a year, with a 5-10% conversion ratio.
Furthermore, it aims for an involvement of 30-35% in in-app purchases and 70-75% in non-incentivized simulator competitions and 5-10% for incentivized simulator competitions within one year.
The company aims to establish a credible user base and at least 100+ communities on varying topics within one year.
The company aims to break-even at the end of the one year period.
Situation
Market Overview
Competitors Apps which provide simulated
games based on the stock exchange
Apps that provide comprehensive market forecasts, news, trends and allow user to manage a virtual portfolio.
Apps that allow users to conduct trades through their interface and provide brokerage services.
E.g: Stock Trainer, Stocks-Forex-Futures-News, Stock Markets, MSN Money, IndiaBulls, ShareKhan
Collaborators Financial arms of popular
newspapers/magazines. Leading investment firms
which can provide regular forecasts.
Investing knowledge resource providers/teachers.
Popular investment bloggers on social media.
E.g: Financial Times, Investopedia, The Day Trading Academy, Personal Capital, Baton Investing
No other competitor in the market offering the same complete set of services.
App can identify with different categories of usage such as Me Time, Socializing, Accomplishing etc.
Many important services such as part of the knowledge resources, simulator games and news and forecasts can be delivered at minimal costs.
No competitor offering investing knowledge resources on the application platform.
Stock Master app can be identified as an app for:• Me time- Due to Simulator
Game• Socializing- Dedicated
communities and forums .
• Accomplishing• DiscoveryTherefore, potential time invested in total can be:T= 46%+19%+11%= 76%
Difficult to convince users to abandon their traditional mindset of firm based physically handelled brokerage.
No market presence at all beforehand and will have to begin everything from scratch.
People have a narrow mindset of viewing share investing as a highly risky venture.
HSBC Survey-2016
Nearly 61% of the working population in India aged 61+ wants to retire in the next five years.
59% regarded work related pressure and issues as the reason for their desire to retire.
Financials barriers are preventing many people from retiring fully.
Almost one in five people fear that they will never be able to retire fully, so the need for sound financial planning is stronger than ever," HSBC India Head of Retail Banking and Wealth Management S. Ramakrishnan said.
31 Million Indians are Middle-Class earning between 3.4-17lakh p.a.
Monopoly of large brokerage firms in the market. Indiabulls and ShreKhan have completely dominated the online segment so far.
Community driven forums might be misused to spread false information making the company liable to a class action lawsuit- Facebook has recently been sued for $1 Billion for allowing terrorist propanganda on its pages.
Online brokerage will always be open to attack from hackers to steal user credentials. Cyber security loopholes are always a threat.
GOALS
Short-Term Goals
The company aims to achieve the 1M download benchmark in a 1 year time-frame from the launch date.
The company aims to convert 5-10% users to regular premium users utilizing its brokerage facilities and playing its incentivized simulator games within 1 year.
The company aims to achieve an involvement of 50-60% users in in-app purchases within 1 year.
Short-Term Goals
The company aims to establish presence on the top 100 app list of both Google Play Store and Itunes Store.
The company aims to feature the app at least once in every top investment blog on the internet.
The company aims to establish above 100 communities dedicated to various topics within a year.
Long-Term Goals
The company aims to dominate the stock simulator games market by revolutionizing the game by offering incentives for top performers.
The company aims to establish dominance in the online investing courses by developing the best reference material available and offering it at a most competitive price
The company aims to establish a strong B2B relationship with the financial arm of a leading newspaper for up to date content on the app.
Long-Term Goals
The company aims to achieve the 10M benchmark for downloads by expanding around the globe and providing real time market trends of foreign markets such as NASDAQ
The company aims to feature the app at least once in every top investment blog on the internet.
The company aims to overtake brokerage firms and websites such as Indiabulls to lead the online brokerage segment.
Target CustomersAge group: 25-35
Characteristics: Newly Employed No liability Open to learning and discovery Interested in investing to amplify
income Willingness to take risk and trust
on their own capacity
Age group: 45-65Characteristics: Newly Retired Recipients of sumptuous benefits
from employers upon retirement. Major free time available to
learn. Need something constructive to
pass time. Possibly already interested in
investing but did not partake due to some commitments.
Potential Collaborators
Knowledge Resource Collaborator Investopedia Resources Cs Investing Resources Investing.org MorningStar Education The Motley Fool Investing For dummies. Baton Investing
News/Forecasts Collaborator Equity Master Money Control Market Watch Market Barometer Trading Economics Nerd Wallet NDTV Profit
Company Personnel
Initial quota of 3 experts for answering questions on the forum and leading the fledgling communities.
Initial quota of 2 brokers for handling the brokerage requests received through the app.
A contract-based app developer team for developing and maintaining the app.
A team of 10 interns to carry out social media marketing.
A team to execute penetration testing and ensure system safety.
Customer Value Proposition
Free app for the investing enthusiast to stay in touch with all latest market news and forecast.
Brilliant resources and experts available for newbies to learn investing to grow their own wealth and break away from low rates given by banks on their savings.
A healthy community of investors to discuss stocks, commodities, FOREX- You name it!
Stock Simulator game to speed up your learning process with cash prizes for the top performers.
Online brokerage facilities to take your virtual portfolia into the real world and start earning some hard cash.
Study Material
Simulator Game
Brokerage facility
News/Forecasts
POSITIONINGMarket Monopoly
Stock Master App has presence in all segments
PRODUCT One stop solution app to all investing related
information and resources. Provider of latest market news, forecasts and trends. Provider of comprehensive material to help
enthusiasts learn investing. Community type interface to facilitate interaction
among members and encourage healthy discussion and app loyalty.
Stock simulator games with real time market fluctuation for practising.
Online brokerage facilities at competitive brokerage charges.
Stock Master
Invest in your Future
NAME
LOGO
SYMBOL
SLOGAN
Pricing
• $9.99 fixed monthly charges for premium version of app.
• In case of non payment of charges, app reverts to free version.
• $8.99 fixed brokerage charge for a single trade. Competitive rate considering the average market rate is above $10 for low-end brokers.
• In-app purchases for incentivized simulator game such as portfolio reset, last trade cancellation etc. offered in a price range of $2-$3
• $15 single-time cash prize award to users who introduce another person to the app through their referrral code and that person successfully places 10 trade orders.
• 1 month fee exemption to users whose 5 referrals upgrade to premium version.
• Pool based cash prizes in simulator games for monthly contests for premium users. Pool increases with the addition of more people in the contest.
• In the future, portfolios which show consistent growth might be invited to manage a real-time portfolio with investment from the company itself.
• Promoting of app through social media such a Facebook, Twitter, Reddit, Tumblr. Reddit personal finance subreddit can provide good audience.
• Featuring the app on most viewed investing blogs and placing it in the “top ten app for investing” and similar lists.
• Creating a Youtube campaign aimed at the targeted segment to convey them the core brand value.
• Linking the app to the Start-Up India program to gain fast credibility and popularity.
PLATFORMS
The app will be released on all major platforms simultaneously which are:-• Android• Itunes Store• Microsoft Store• Applib• GetJar• MatchFeul
Situation
Stock Master app can be identified as an app for:• Me time- Due to Simulator
Game• Socializing- Dedicated
communities and forums .
• Accomplishing• DiscoveryTherefore, potential time invested in total can be:T= 46%+19%+11%= 76%
31 Million Indians are Middle-Class earning between 3.4-17lakh p.a.
GOALS
Study Material
Simulator Game
Brokerage facility
News/Forecasts
POSITIONINGMarket Monopoly
Stock Master App has presence in all segments
Stock Master
Invest in your Future
NAME
LOGO
SYMBOL
SLOGAN
Pricing
PLATFORMS
Progress Monitoring Progress will be monitored by keeping a constant track
of the number of downloads in a month and the rate of increase/decrease in downloads.
Any major change in the rate of downloads will be analysed for tangible factors and they will be consequently minded in future operations.
Reviews for the app on the platforms will be constantly monitored.
As reviews get reset with every new update, an Appbot will be used to prevent resetting of reviews.
Progress Monitoring The conversion percentage will be monitored closely
and if behing schedule, marketing efforts and budget will be further increased./
The involvement of people in the communities will be encouraged by providing interacting bot quizzes and occasional discount coupons.
All forum activity will be monitored by the users themselves but any grievance will be quickly addressed.
The involvement of users in incentivized simulator games will be monitore and depending upon the participation, the increase in cash pool per added person will be increased or decreased.
Schedule A study by “FETCH”, a mobile marketing agency,
suggests that apps launched in the months of December February are more likely to succeed
The app will thus be launched at the starting of February as it is also the beginning of the new year and will attract many new year resolution takers who have resolved to become financially better informed and to proactively for their future.
DisclaimerProf. Sameer MathurIndian Institute of Management , LucknowMarketing Professor: August 2013 – Present
McGill UniversityMarketing Professor: July 2009 – July 2013
Carnegie Mellon UniversityPh.D. in Marketing : August 2003 – June 2009
These slides are created by Divyansh Khare, ISM Dhanbad, as part of a Marketing Internship under Prof. Sameer Mathur.
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