1. Angela Perkins
Background
Rubicoin, a start-up company founded by successful investor Emmet Savage, has developed a mobile app designed to make purchasing shares in companies and learning about
the stock market a simple, entertaining, on-the-go experience. To simply the process, Rubicoin will eliminate paperwork, fees, and complicated language. Rubicoin’s challenge is
appealing to U.S. Millennial College students, who are currently apprehensive about investing because of risk, uncertainty, and the high level of involvement. In fact, 40% of
millennials 18-30 say they will never feel comfortable investing in the stock market (Geer, 2012). However, 77% of millennials worry they are not investing or saving enough
money (Pew Research 2010, p.48). Rubicoin is also faced with competition, including two new start-up companies that are also developing investing apps targeted at millennials,
Robinhood and Acorns. Robinhood, based in California, is launching their app that features zero trade commission this spring (Bloomberg BusinessWeek, 2014). Acorns, features
“micro-investing”; using your spare change left over from credit card purchases for investing (Fiegerman, 2014). Rubicoin also faces more well- known competition, including E*TRADE mobile,
that offers mobile banking, trading, and educational services (E*TRADE, 2014). Scottrade mobile offers self-directed trading and online banking, with quick and easy navigation (Scottrade,
2014). Another competitor, Fidelity mobile offers a mobile app similar to E*TRADE mobile, with online banking, trading, and educational resources (Fidelity, 2014).
Recommendations
Rubicoin should target U.S. Millennial
College students at Northern Kentucky
University Hailie U.S. Bank College of Business
Rubicoin should create a branded
company site, a Facebook page, a Twitter
account, and they should actively engage
uses, to maintain a two-way relationship.
Rubicoin should actively support and
participate in causes related to cancer,
poverty, and pollution.
Rubicoin should create an innovative app,
by allowing users to personalize, customize,
create, and share content.
App should provide financial education,
relevant news, blogs, and millennial
testimonials.
App should be available for download
thru IPhone appstore, Google Play, Amazon
mobile, and EBay mobile.
Rubicoin should participate in “Relay for
Life”, “Feeding America”, and initiate a
community cleanup event with NKU Haile U.S.
Bank College of Business students, and share
these events on Facebook and Twitter.
Word of mouth promotion should be
encouraged with contests on social media
sites that partner millennials with their
favorite brands, Chipotle, Apple, and Nik3
Rationale
There are 77 million millennials in the United States, and they make up 24% of the population (Nielson, 2014, p.4). 62% of millennials live in urban areas that are in close proximity of shopping,
restaurants, and offices (Nielson, 2014, p.16). U.S. Millennials have a lower disposable income compared to older Americans, and the OECD average (OECD, 2014). Although they have a lower disposable income than
older Americans, the United States has a HDI of 0.937, and is ranked #3(HDI, 2014). Millennials will be able to afford to invest with Rubicoin, because they have already satisfied their lower order needs; so they will have
a desire to satisfy self-actualization needs (Raska, 2014). Millennials are multi-taskers, 25% of them attend college and work either full or part time (Pew Research, 2010, p.4). Millennials value family, 52% of them say
being a good parent is one of their most important goals in life (Nielson, 2014, p.12). Rubicoin should create a branded company site, a Facebook page, and a Twitter account because 75% of millennials have a social media profile (Pew Research, 2010, p.8). In
2012, there were 65 million millennials on Facebook and 16.6 million twitter users (eMarketer, 2013). Also, when a company or brand uses social media, millennials like the brand more, and millennials enjoy checking out brands on social media sites (Fromm 2011, p.21). Rubicoin should
actively engage millennials through social media sites to maintain a two-way relationship because 95% of millennials say that they want their brands to court them actively (Donnelly, 2013). Millennials want brands to personally interact with them and for brands to listen to them; 38% of 25-
34 year olds and 50% of 18-24 year olds think that brands reflect who they are. (Barton, 2014, p.9). The connection established between the consumer and the brand is essential for brand exposure; it gives the consumer the feeling that they are in control and that the brand cares about
them, according to Michael Wohlschlaeger, CEO and Co-founder of Ahalogy (personal communication, April 9, 2014.) Rubicoin should not just post or talk about their company, but instead, answer consumer questions, ask questions, and comment on other’s posts. Acting like a person,
instead of like a company, will help Rubicoin connect with millennials. Shannon Lewandowski, senior director of business innovations for Rockfish, said that two-way social media communication brings the unique values of empowerment for the consumer, and validation for the brand
(Lewandowski, personal communication, April 9, 2014). Rubicoin should watch for trending topics with social media, and then create posts, videos, and tweets that relate to these trends, creating relevance (Wells, 2014). Kevin Dugan, director of content for empower Media marketing, said
that one of company’s biggest challenges to break through the social media barrier to gain exposure is related to the content of their posts. It is important to talk about something the consumer cares about, that is indirectly related to the brand (personal communication, April 9, 2014).
Rubicoin should actively support and participate in causes involving cancer, poverty, and pollution because 23.9% of deaths in the United States are from cancer (OECD, 2014), and poverty and the environment are two of the causes that millennials care the most about (Nielson, 2014, p.12).
U.S. Bank Haile College of Business students worry about poverty because, 15.1% of the U.S population is below the poverty line (CIA Fact book, 2014), and 21.8% of Highland Heights, Kentucky is below the poverty line (U.S. Census, 2014). The environment is important to millennials
because air pollution killed 7 million people globally in 2012, making it the number one global environmental health risk (United Nations, 2014). Also, 52% of millennials try to buy products from companies who support causes that they care about (Fromm, 2011, p.77). Rubicoin should
create an innovative app by allowing the user to personalize, customize, create and share content, because millennials are known as content creators and users (Fromm, 2011, p.10). 60% of millennials produce and upload content like blogs, posts, photos, videos, and product reviews
(Fromm, 2011, p.16). Also, 9 out of 10 millennials want to help brands improve their product by co-creation and structural collaborations (Vandenbergh, 2011). The app should also provide financial education, relevant news, and millennial testimonials. 77% of millennials are worried they
are not investing or saving enough money (Pew Research, 48); and millennials do not handle debt well, according to an Experian study, because they have the worst credit scores as a result of late payments (Carrns, 2013). Also, 54% of 22-32 year olds cited debt as their largest financial
concern, with 42% saying that their debt is overwhelming (Prevost, 2013). News should be included because 59% of millennials get their news from the internet (Pew research, 2010, p.35). Millennial testimonials are important because 59% of millennial purchase decisions are influenced by
friends (Barton, 2014, p.7). Seeing success from other millennials will reduce their worry about risk and uncertainty. Rubicoin should make the app available for download on IPhone app store, Google play, EBay mobile, and Amazon mobile. The IPhone app store should be used because,
71% of Dr. Raska’s MKT 333 and 392 students own an IPhone (Raska, 2014). EBay mobile and Amazon mobile are millennials top two shopping apps, and Google Play is one of millennials top ten apps by unique audience (Nielson, 2014, p.29, 34). In order to make U.S. Bank Haile College of
Business aware of the app, Rubicoin should participate in Relay for Life, Feeding America, and initiate a community cleanup event with NKU students, and talk about the events on Facebook and Twitter. Being a part of these events is an easy and inexpensive way to put Rubicoin up close and
personal with millennials, because 31% of millennials volunteer their time for social causes (Barton, 2014, p.7), and almost 50% of millennials will be activists for a brand that they like (Barton, 2014, p.9). Millennials will also see Rubicoin in action, going beyond matching themselves with a
brand and making the line between the brand and the charity indistinct (Binkley, 2010). Rubicoin could go one step farther, and ask for millennials to post their experiences with Relay for Life on Rubicoin’s social media sites. Rubicoin would select winners, who would become ambassadors
for Rubicoin at future events and they would receive an IPhone 5s so they can document and spread word of mouth for Rubicoin. This is an inexpensive way for Rubicoin to build brand awareness, loyalty, and to create “buzz” with millennials (Baranowski, 2014). Since millennials view
brands as extensions of themselves, Rubicoin should encourage word-of-mouth promotion by partnering with their brands. Millennials are 74% more likely than non-millennials to visit Chipotle, and their mission statement reflects millennial’s sustainability values (Nielson, 2014, p.30). Nike
and Apple, another two of millennials favorite brands are also in-line with millennial values (Barton, 2010, p.9). Creating contests that partner with millennials favorite brands is a great way to get millennials to create “buzz” for Rubicoin’s app, because you create a large amount of
awareness for a little amount of money. (Frank, 2010). For example, Ford gave away 100 Ford Fiestas pre-release to consumers who were willing to create videos, blogs, posts and tweets about the car for word of mouth promotion. The results included 6.2 mil YouTube hits, and 4 mil
tweets (Frank, 2010). Rubicoin could create a contest, in which users create content for the app, and the selected winners could receive the app before release date. They could also receive a new IPhone 5s, so they can document their app experiences, thus creating “buzz” and word of
mouth promotion.
Baranowski, M. (2014). 5 tips on branding for good from successful social entrepreneurs. Fast Company. Retrieved from http://www.fastcoexist.com
Barton, C., Fromm, J., & Egan, C. Brandchannel.com | always branding. Always on the Millennial Consumer Debunking Stereotypes. Retrieved February 28, 2014, from
http://www.brandchannel.com/images/papers/536_BCG_The_Millennial_Consumer_Apr_2012%20(3)_tcm80-103894.pdf
Barton, C., Koslow, L., & Beauchamp, C. (2014). The reciprocity principle. The Boston Consulting Group. Retrieved from https://www.bcgperspectives.com/
Binkley, C. (2010, April 1). Charity gives shoe brand extra shine---toms and other companies make philanthropy central to their business---and their marketing. Wall Street
Journal Retrieved from http://online.wsj.com/news/articles/SB10001424052702304252704575155903198032336?mg=reno64-
wsj&url=http%3A%2F%2Fonline.wsj.com%2Farticle%2FSB10001424052702304252704575155903198032336.html
Bloomberg BusinessWeek (Producer). (2014). Robinhood: a zero commission stock brokerage [Video Webcast}. Retrieved from http://www.businessweek.com/videos/2014-
02-20/robinhood-a-zero-commission-stock-brokerage
Carrns, A. (2013, November 20). For those in their 20s, a finding that they don't manage debt well. Wall Street Journal Retrieved from
http://www.nytimes.com/2013/11/20/business/for-those-in-their-20s-a-finding-that-they-dont-manage-debt-well.html
CIA World Fact book. Library. Retrieved March 30, 2014, from https://www.cia.gov/library/publications/the-world-factbook/geos/us.html
Donnelly, C. (2013, June). Who are the millennial shoppers? And what do they really want? Accenture Retrieved from http://www.accenture.com/us-
en/outlook/Pages/outlook-journal-2013-who-are-millennial-shoppers-what-do-they-really-want-retail.aspx
EMarketer, (2013). Examining mobile, social and digital video activity among boomers, Gen X and millennials. Marketer Retrieved from
http://www.emarketer.com/Article/How-Digital-Behavior-Differs-Among-Millennials-Gen-Xers-Boomers/1009748
E*TRADE, (2014). . Mobile trading app-E*TRADE Financial. Retrieved April 3, 2014, from https://us.etrade.com/investing-trading/mobile-trading
Fidelity. Mobile trading apps for smartphones from Fidelity. Retrieved April 3, 2013, from https://www.fidelity.com/mobile/overview
Fiegerman, S. (2014, March 12). Acorns app finally gives you a way to invest your spare change. Mashable Retrieved from http://mashable.com/2014/03/12/acorns-app/
Frank, M. (2010, April 28). Ford finds its cool selling the hot fiesta. Bloomberg BusinessWeek. Retrieved from
http://www.businessweek.com/lifestyle/content/apr2010/bw20100427_363281.htm
Fromm, J., Lindell, C., & Decker, L. (2011) Barkley - Home | Integrated Advertising Agency | Marketing Agency in KC. Barkley - Millennials | Millennial Research. Retrieved
February 28, 2014, from http://www.barkleyus.com/millennials
Geer, C. (2012, February 05). Gen Y: the kids are all right. Wall Street Journal Retrieved from
http://online.wsj.com/news/articles/SB10001424052970204652904577192761903962328
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Nielsen (2014). Millennials - Breaking the myths. Nielsen. Retrieved from https://www.nielsen.com/
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http://www.pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf
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Prevost, L. (2013, June 16). A new generation of borrowers. New York Times. Retrieved from http://www.nytimes.com/2013/06/16/realestate/home-loans-for-
millennials.html?_r=0
Raska, D. Book of Bluezz. Retrieved April 6, 2014, from https://www.dropbox.com/s/pqem3molhwbswob/BOB_2014.pdf
Raska, D. Sherlock Holmes Diary. Retrieved April 6, 2014, from https://www.dropbox.com/s/2844cqdt3syxfkf/Sherlock%20Holmes%20Diary.pdf
Scottrade. Scottrade® Mobile App & Mobile Website. Retrieved April 3, 2014, from https://www.scottrade.com/mobile-trading.html
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Wells, G. (2014, March 24). --- Real-time marketing in a real-time world: how advertisers are using social media to promote their brands at a moment's notice. Wall Street
Journal Retrieved from http://online.wsj.com/news/articles/SB10001424052702303801304579407284034257414
77% worry
they are not
investing or
saving enough
money
Air pollution
killed 7
million
people in
2012
65 mil
Facebook
users in 2012
One thing that makes me different from others is that I volunteer my time to teach people in my community how to create
resumes that highlight their individual job skills.
“Rubicoin: Creatively investing in the
future of the world together”

2. Jessica is a 22 year old NKU Haile U.S Bank College of Business student that rents in the city, close to
shopping, restaurants, and entertainment. She thinks of herself as authentic, creative, and optimisitc.
She is an excellent multi-tasker, working part-time, while still finding time for her friends and family.
She values education, family, self-expression, and her Iphone. She worries about debt, cancer, and
pollution. Jessica actively supports and participates in the American Cancer Society's Relay for Life,
Feeding America, and community cleanup projects with NKU. Despite her little disposable income,
Jessica will pay more for brands that support social causes, especially those involving cancer,poverty,
and pollution. She expects brands to actively support these causes, to communicate personally and to
provide feedback on social media. She relies on friends and social media for purchase decisions, and
she is extremely vocal about brands on Facebook and Twitter. She also gets her news online and her
favorite brands are Chipotle, Nike, Amazon, and Apple, because these companies share similiar values
as Jessica.
Creatively investing in the future of
the world together
•Rubicoin
•Robinhood
•Acorns
•E*trade Mobile
•Scottrade Mobile
•Fidelity Mobile
Maintains a 2-way relationship
with users on social media
Does not maintain a 2-way
relationship with users on
social media
Actively participates
in causes involving
cancer and pollution
Does not actively
participate in
causes involving
cancer and
pollution
10
0
0
10
0
Brand
Positioning
Rubicoineer
Value
Proposition
Marketing Mix
Brand Identity
Product features
•personalize- ability to change the
name of your page, and your
background format. You are able to
add a profile.
•customizable- ability to add and
delete content based on your
preferences.
•create and share content- ability to
create and share videos, blogs,
testimonials, and company reviews.
•relevant news and financial
information- app should contain
information about student debt, saving
money, and investing.
In order to make U.S Bank Haile College of Business students aware of Rubicoin and the new
investing app, Rubicoin should create a branded website, a Facebook page, and a Twitter account to create a
two-way social media relationship with users, by reviewing trending topics to create posts relevant to
millennials. Millennials prefer personal interaction with brands, so ask for their input. Participating in “The
Relay for Life”, “Feeding America”, and a NKU community cleanup event, will put you up close and personal
with millennials and they will see Rubicoin in action, on behalf of their favorite causes. Posting and talking
about your experiences on social media sites will create “buzz” with millennials and they will want to actively
support Rubicoin and the app. In order to spread word of mouth promotion, Rubicoin should create contests
that partner the app with causes that support cancer, poverty, and pollution; and offer prizes from millennials
favorite brands, Nike, Apple, and Chipotle. An example of a campaign is “Download to Help Stop Poverty”,
where after a download goal is reached, Rubicoin will donate to “Feeding America”. Another example, “Like
Rubicoin? Every time you share content with your friends, you can win an IPad” This is an inexpensive way to
get millennials to spread word of mouth about the app, and will cause Rubicoin to receive more exposure.
Millennials love to create and upload videos and pictures, so create a contest, in which millennials post
pictures and videos from “Relay for Life” experiences. Then, select winners from the posts, who will be brand
representatives for Rubicoin at future “Relay for Life” events. The brand reps all receive a new IPhone 5s, so
they can share their experiences on social media. Lastly, creating a campaign that asks millennials to help
design features for the new app, will satisfy their love for creating content. The top 5 feature designers will
receive the Rubicoin app before it is released to the public, so they will be able to use the app and then talk
about it on social media, again promoting word of mouth. They could also provide the millennial testimonials
to include on the app.
Where the app
is available:
IPhone app
store, Google
Play, Amazon
mobile, eBay
mobile
How much does
the app cost?
FREE
23.9% of
deaths in the
United States
are from
cancer
31% of
millennials
volunteer
their time for
social causes42% say that
their debt is
overwhelming