1. Core Competencies
- Commitment to
Baltimore’s local
community
- Reliable, trustworthy,
hometown
community bank
- Provide what
customers
need/want – locally
and personally
- BLocal
- Community
Reinvestment Act
Threat Level of Threat
Threat of New
Entrants
Low
Threat of Substitutes High
Bargaining Power of
Suppliers
Moderate
Bargaining Power of
Buyers
Moderate
Rivalry Among
Existing Firms
High
Strength
 Local
 Personalized
experience
 Decentralized
decision making
Opportunities
 Can become
more
technologically
advanced
 Attract more
millennials
 Expand into
other locations
Weaknesses
 Millennials are
relatively
uneducated
about financials
 Low brand
awareness
 Limited locations
Threats
 People are quick
to switch banks
 Convenience of
nationwide banks
A great way for millennials to save
without letting their finances get
“caught in the cushions.”
Earn cash back by
supporting specified
local businesses
SWOT Analysis
Porter’s 5 Forces
Objective
 To help Millennials easily save money
for future purchases
 Develop long-term relationships with
Millennial clients
 Attract Millennial clients through
increased financial literacy

2. Business Plan
Round Up the Savings
Each time a customer uses his or her debit
card, the account will be charged up to the
next dollar amount and the difference will be
put into the person’s Change It Up Savings
account.
Rewards for Shopping Local
For every dollar a cardholder spends at
specified local businesses, they will earn a
point. Once the person reaches 100 points,
$5 will be deposited into their Chang It Up
Savings account.
Targeted Colleges
 Loyola University
 Towson University
 University of Maryland
“I love the Change It Up
program. It allowed me to
easily save money with my
every day purchases. I also
appreciate the reward from
shopping local. Thanks for
being personal and meeting
my needs.”
- New Millennial Customer
Breakdown of Budget
Budget
$189,750 for a projected 3 years
Expenses per Year
 Year 1 – $52,000
 Year 2 – $63,250
 Year 3 – $74,500
Expenses for Facebook Campaign
$5,000 per Year
Expenses for Marketing Material
$2,000 per Year
What Makes Our Plan Inimitable
 Multi-Prong Approach
 Relationship Building
 Partnership Building
 Financial Literacy
Projections
18.8% Growth of Millennial Checking
Accounts in 3 Years
13.7% Growth of Millennial Savings
Accounts in 3 years
 Year 1 - 200 Millennials
 Year 2 – 250 Millennials
 Year 3 – 300 Millennials
750 Millennials Total
Contact Us
1st Mariner Bank
Monday to Friday, 9am - 5pm EST
Saturday, 9am - 12pm EST
Local: 1-410-558-4200
Toll Free: 1-888-561-BANK
1stmarinerbank.com