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Beginners Investment Guide
Group n°6Maria Peña GarciaMariana CreixemsGonzalo DapasMarko LukovacAlexandre Dinkespiler
Lay Out
• Pitch• Market analysis• User Interface• Business Model Canvas • Marketing Plan• Cost and Revenue• Future Projections
Problem
• Few investment instruments available for small investors.
• Lack of knowledge to do investments in the stock market
• High Risk Perceived
Mission
Online user friendly magazine offering economic and financial articles and education related to invest in stock market for “Dummies”.
Market Analysis
• Target: Spanish 20-40 y/o • Highly educated• Upper-middle class (with savings)• Total market size: 6 487 832
Market Analysis
Millennial (Ages 20-40)
Why millennials? - Experienced the financial crisis: want risk
reduction- Have more savings on cash- More Entrepreneurial behaviour
Business Model Canvas
Millennials (ages 21-36)
Gen X (ages 37-49)
Website (RWD, Flat UI, web 2.0)
- Online communities
- Live chat- Newsletters
& recomend.
- Online magazine offering economic and financial articles for beginners
- Educating customers to invest on stock market
- Web side development
and distribution
- Constant updates of
stock market news
- Advertising- Subscription option 1- Subscription option 2- Subscription option 3
- Online brokers (OptionsHouse; TDAmeritrade;Scottrade..)
- Business magazines
(Financial Times; Forbes; The Economist; Money Advisor..)- Cloud
- Web engineers- Employees- Stock market analysts
- Web site
Marketing Plan: SEO
• Optimize the code of the webpage: invisible part of the iceberg (metadata)
Better visibility → Better ranking in Google → better position in results page → More traffic
Results may be slow to appear and deceiving, but SEO cannot be ignored
Marketing Plan: Ad
1) SEA: Google Ad-Words campaign:
• Pay per click• Conversion tracking
codes to see which keywords generate traffic
2) Facebook campaign• Easy to target audience
Marketing Plan: DisplayPlatforms managing advertising space for:
Financial Spanish newspapers: mainly El Economista
• Ideal scenario: Cost Per Lead: commission paid only in case of transformation
• If not possible, Cost Per Click: fixed amount per click
Marketing Plan: e-mailing
Weekly and monthly e-mailing reports to:
Actual customers• Free articles• Offers to upgrade the package
Prospects• 10 attractive articles about investing: limited reading• Occasional special offers for subscription
=> Aim: traffic retention and conversion
Performance
Weekly analysis of performance (monitoring the key metrics):
• Visitors• Unique visitors• Page viewed• Bounced rate• Traffic source• Average time on site• Conversion rate Help us adjust our strategy and optimize our campaigns
Costs / RevenuesFinancial Analysis 2015 (yearly cost)
Domain Name 100 $
Hosting 1000$
Website Development 10 000$
Website Maintenance 750$
Total Fixed Cost 11.850$
Ad-Words From $ 2000 to $ 6000
Facebook advertising From $ 2000 to $ 4000
Display campaign From $ 3000 to $ 4000
Total Variable Cost From $ 7 000 to $ 14 000
Total Cost From $ 18 850 to 25 850$Subscription cost 49$ (Premium)
Total Revenue 25 951$ (4% conversion rate)Conversion Rate 0.04
ROI /
Forecasts
• Implement a CRM tool: emailing actual customers using the information we collect via subscription
• Extend product line
• Grow by market development: English speaking habitants in Europe
• Future € devaluation will leverage the stocks performance
• Break-even expected during the 2nd year of operations
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