Date post: | 14-Jan-2017 |
Category: |
Documents |
Upload: | nicholas-thomas |
View: | 19 times |
Download: | 0 times |
MaverickAng|NicholasThomas|MaggieTian|SimonYu|MonaYang|RaymondHan|StephanieChan|KevinNguyen
- Team Orange -
Introduction
10 Seconds $70,000 170 Million
Why should Call Levels enter the Hong Kong market?
Male54%
Female46%
GENDER
Market Analysis
18-190%
20-2912%
30-3922%
40-4933%
50-5933%
AGE
Noschooling/Kindergarten
1%
Primary5%
LowerSecondary
12%
UpperSecondary
30%
Tertiary52%
EDUCATION
Managers/Admin26%
WhiteCollar24%
BlueCollar13%
Homemakers14%
Retirees20%
Students1%
Unemployed2%OCCUPATION
A summary of the key findings from our market research
Investor Profile
40-49 years old
Tertiary education or
above Median stockholding of HK $200,000
Larger proportion of males
Mainly admin/managementor white collar jobs
A snapshot of the typical investor from Hong Kong
Investor BehaviorAn analysis of the typical investor from Hong Kong
Well-educated investors with an emphasis now being placed on transparency and enhanced communication with financial advisors /
consultants
95% of investment portfolios contain Hong Kong equities while only 3% (209,000 people) contain investment assets traded in overseas markets
24% of Hong Kong investors favor brokerages with 76% favoring banks or other financial institutions
Competitors
- Physical advertisements- Brochures- Referrals from other financial websites
- HKEX’s official app- Advertised through the HKEX
- Partnerships with banks such as Hang Seng
1
2
3
An analysis of how our competitors market their products
Development Strategy
1. Entry Preparation 2. Launch 3. Expansion
Sep 2016 Dec 2016 Jan 2017 Feb 2017 May 2017
Our strategy and timeline for entry growth and expansion
Marketing Strategies
Indirect Marketing Strategy
Exposure Target Market
Cost
Newspapers/ Magazines
Opinion leader endorsements
Video Channel
Sponsored Advertisements
LaunchEntry
Preparation Expansion
Direct Exposure Target Market
Cost
FinTechConference
Sponsored Charity Events
University Events
GoodBad
An analysis of the effectiveness of our phase one marketing strategies
LaunchEntry
Preparation Expansion
Direct Marketing
Conference Charity Universities
- What: Post conference investor engagement
- When: After various conferences throughout the year e.g. Fintech 0-2-O global summit
- Why: Network with industry leaders, investors and bank representatives to market the app and create relationships that could lead to potential partnerships
- What: Sponsor charity events such as marathons or soup kitchens
- When: Done throughout the first phase
- Why: Will expose Call Levels to the general public
- What: Attending and creating events at universities e.g. O-Weeks and Case Comps
- When: Early January (beginning of sem.) or throughout the year
- Why: Provides Call Levels with an avenue to talk to university level intellectuals, spreading to future leaders of the finance industries
Our phase one direct marketing strategies
LaunchEntry
Preparation Expansion
Indirect Marketing
Newspapers/Magazines
Opinion leader endorsements
Video Channel Sponsored Advertisements
- Promote through mainland newspaper or magazine article editors and request articles to be written
- Indirectly influence the HK market
- Mutually beneficial
- Opinion leaders with a social following
- Social media icons, prominent finance bloggers etc.
- Opinion leaders with a social following
- Social media icons, prominent finance bloggers etc.
- Strategically placed ads throughout the web
- social media - Blogs- Forums- Paid search ads- Search optimization
Our phase one indirect marketing strategies
LaunchEntry
Preparation Expansion
Phase One Impact
LaunchEntry
Preparation Expansion
Brand Awareness
User Growth
- University Students: Through collaboration with clubs and societies
- Potential Users: Through publications on newspapers and magazines and videos on our YouTube Channel
- Potential Partners: Opinion leaders
- Overall projected user growth of 6,000
- University Case 500 users- Financial Articles: 3,000 users - Opinion Leaders: 2,500 users 0
5000
10000
15000
20000
25000
30000
35000
40000
45000
UserGrowthProjectionß à Phase 1 | Launch | Phase 3 à
Fint
ech
Fina
ls
Projected results of our phase one strategies
LaunchEntry Preparation Expansion
LaunchOur launch strategy
LaunchEntry Preparation
Expansion
Expansion
Company Pitches Extra Call Levels Sponsored Pub Meetings
Our stage three expansion strategies
Chat BotsRecommendation
s/ Invitations
Financials
Financials
Analysis of our financials
PHASE1:ENTRY PREPARATION
Direct Marketing
After-parties $1000
Sponsoringevents $5000
Universityengagement $1000
IndirectMarketing
Articles $0
OpinionLeaders $3000
YouTube channel $2500
Total $10000
PHASE2:LAUNCHCosts ofattending/pitching/drinks
$4000
PHASE3:EXPANSION
PHASE3A
Pitching tocompanies $0
OfferingCallLevelstoemployees
$0
Discounteddrinks $6000
$1000
PHASE3B
WhatsApp/WeChatbots $1500
Facebook invitesystem $0
Total $7500
CUSTOMER ACQUISITIONCOST(PERCUSTOMER)
PHASE1
Universityengagement
$2
Financialarticles $0
Opinionleaders $1.2
Total $2.083
PHASE 3A
Pitchingtocompanies/offeringCallLevelstoemployees
$0
PHASE3B
WhatsApp/WeChatbots/Facebookinvitesystem
$0.75
Total $1.706TOTAL: $21500
Financials
Financials
Finance distribution
Phase1
Phase2
Phase3
$21500EXPENDITURE
After-parties
Sponsoringevents
UniEngagement
OpinionLeaders
VideoChannel
$10,000INPHASE1
CostofAttendence
$4000INPHASE2
DiscountedDrinks
ChatBots
$7500INPHASE3
Appendix1. Title2. Introduction3. Market Analysis4. Investor Profile5. Investor Behavior6. Competitors7. Development Strategy8. Marketing Strategies 9. Direct Marketing10. Indirect Marketing11. Phase One Impact12. Launch13. Expansion
14. Financials15. Financials
16. Appendix:17. Marketing Criteria Selection18. Breakdown of User Projections A19. Breakdown of User Projections B20. Breakdown of User Projections C
Marketing Criteria Selection
Exposure Target Market
Cost
FinTechConference
GoodBad
Exposure: The sheer number of people who will see Call Levels
Target Market: Based on the market the strategy targets. High score is awarded to strategies if they focus on the app’s target market
Cost: The monetary cost of the strategy. A four star rating indicates no monetary cost.
Breakdown of User Projections A
Phase 1 Users
Strategy Breakdown Users
University Involvement
8 x 30 x 4 x 50% 500
News Articles 3 x 200,000 x 50% x 10% x 10%
3000
Opinion Leaders 2000 x 10 x 25% 5000
TOTAL 8,500
Phase 2 Users
Strategy Breakdown Users
Fintech Finals Launch
50 + 450 500
Phase 3 Users
Strategy Breakdown Users
Company Products
12 x 2 x 100 2400
Breakdown of User Projections B
Phase 1 Users
Strategy Breakdown(Qualitative)
Breakdown(Quantitative)
Users
University Involvement
8Universities30 teamsperuni @4membersperteam50%conversionrate
8 x 30 x 4 x 50% 500
News Articles 200,000totalcirculation across3xarticles50%readersarestockinvestors10%willreadthearticle10%willusetheapp
3 x 200,000 x 50% x 10% x 10% 3000
Opinion Leaders
2000averageviewsperblog10blogendorsements,25% conversionrate
2000 x 10 x 25% 5000
TOTAL 8,500
Breakdown of User Projections CPhase 2 Users
Strategy Breakdown(Qualitative)
Breakdown(Quantitative)
Users
Fintech Finals Launch
Booth pitching to approximately 50 peopleEach person spreads to approx. 10 other users
50 + (50 x 10) 550
Phase 3 Users
Strategy Breakdown(Qualitative)
Breakdown(Quantitative)
Users
Fintech Finals Launch
12 weeks in three months2 companies per week100 employees use per company
12 x 2 x 100 2400
Call Levels Bots 1000 users per month2 months
2 x 1000 2000