Details the go-to-market strategy for a mood app

1. M O O D B U D G E T
C A S E S T U D Y

2. 01
02
03
04
C O N T E N T
INTRODUCTION
USER SURVEY RESEARCH
DESIGN- CRAZY 8S /USER FLOW DIAGRAM
PERSONAS/EMPATHY MAP
05
06
07
COMMS PLAN/AARRR METRICS
PRODUCT STRATEGY
PRODUCT ROADMAP
PRODUCT LAUNCH STRATEGY AND CHECKLIST
08

3. MoodBudget is the ultimate financial wingman! A budgeting and
savings app! With personalized tips, reminders, goals and lots of
exciting features, users are able to take control of their finances and
achieve your wildest money dreams. Say goodbye to money stress
and hello to financial freedom with our easy-to-use tool.
A B O U T M O O D B U D G E T
P R O B L E M S T A T E M E N T
A lot of people struggle with setting realistic financial goals, tracking
expenses, paying off debt and prioritizing their spending. In
addition, unexpected expenses or changes in income can throw a
budget off track, causing stress and frustration. All of these factors
can make it difficult for people to effectively manage their finances
and achieve their financial goals, which is why a budgeting app can
be so helpful in simplifying the process and providing guidance and
support.

4. B A C K G R O U N D
Research has shown that people face several issues when it comes to budgeting their money.
Some people find it hard to understand financial terms and concepts, which makes it tough
to create and stick to a budget. Others overspend on things they don't really need, which can
lead to debt and financial problems. Unexpected expenses, like car repairs or medical bills,
can also cause issues. Inconsistent income is another challenge because it's hard to know
how much money will be coming in each month. Plus, budgeting can be time-consuming
and difficult. However, there are new technology tools like budgeting apps and software that
can help simplify the process. These tools offer features like automatic expense tracking and
personalized recommendations based on spending habits. There are also more resources
available to help people learn about budgeting and personal finance.
People find it difficult to pay bills on time till it is overdue, resulting in extra costs.
Individuals go over their budgets monthly, lose track of their spending and are not
accountable.
People are in huge debt due to poor planning and excess spending.
People would love an easy to use product that helps them become accountable,
disciplined and able to offset debts.
A S S U M P T I O N S

5. U S E R S U R V E Y R E S E A R C H
10 out of the 15 had issues with overspending beyond their
budgets.
8 out of the 15 confirmed being in debt and struggling to pay
off.
85% of the individuals indicated having tracking their
monetary activities.
Feature ideas from user research interview; Budget
management, investment literacy.
A research survey by was done by interviewing individuals in
order to help us understand more about their pain-points and to
find a better approach to solving their problems.
Key Insights
A total of 15 individuals were interviewed and the key insights
obtained from it is as follow:

6. P R O J E C T S C O P E
To help users be more financially prudent and accountable
To help users save money to finance projects and to offset
debts.
Reduce the difficulty in tracking and paying bills and
subscriptions.
To help users keep their finances in check, stick to budgets
and achieve financial goals.
To provide users with learning resources to help them
become financially literate.
Single people living alone
Family people
The average adult
Business owners
Big spenders and shoppers
Forgetful and extremely busy people
Travelers
Moodbudget will help the intended audience budget, track
expenses, save, pay bills on time, stay on top of their game
and avoid over spending and debt.
This solution aims to help individuals achieve financial prudence
with tools such as automatic expense tracking, goal setting, and
personalized recommendations based on their spending habits. It
will also focus on financial education and literacy, with resources
available to help people learn the basics of budgeting and personal
finance and investments
.
To achieve this, We're building web and mobile apps for all kinds of
admins and our users. Our user-facing portal will be a true
chameleon, adapting to any device like a boss, for a smooth user
experience.
P R O D U C T G O A L S
T A R G E T M A R K E T

7. gg
Gender
Age
Education
Work
:
:
:
:
Female
24
Degree
Tech sis
USER PERSONA
PERSONALITY
Determined Indecisive
Creative Uninspired
Flexible Inflexible
Persistent Inconstant
MOTIVATIONS
TECHNOLOGY
Social Media
Tech tools
Latest gadgets
GOALS
FRUSTRATIONS
TESS
Tess is a junior techie with high hopes
of being very comfortable financially.
She currently spends a lot of money
trying to set up her tech career.
Soft life
Family
Passion for tech
To be an ADPlist mentor
To have multiple tech jobs
To be a digital nomad
To support her family
Always spends above her budget
Cant reach her savings goal
Loses track of bills and subscriptions
Wants to invest but doesn't know how
BIOGRAPHY

8. Gender
Age
Education
Work
:
:
:
:
Male
42
Degree
Chef, Dad
BIOGRAPHY
PERSONALITY
Determined Indecisive
Creative Uninspired
Flexible Inflexible
Persistent Inconstant
MOTIVATIONS
TECHNOLOGY
Social Media
Influencer Marketing
Household/ Kitchen Appliances
GOALS
FRUSTRATIONS
DEJI
Wife and children
Better quality of life
Bigger business
Buy or build his own house
Save for his children's education
Expand his catering business
Go on vacation with family
Great chef and dad to 2 cute babies.
has also loved cooking and decided to
make a living out of it. Obsessd with
his family and job
Always exceeds his budget
Emergencies clear his savings
Currently repaying a debt
Forgets some bills
USER PERSONA

9. DO
Feel
SAY
Think
I want to not
worry about my
savings
Must be nice to
not be in debt
I need the soft
life but these
bills aren't
listening
Impulse buying
is ruining me.
Help!
Maybe if I had an
accountability
partner, it'd help
For my family, I
need to get it
together
I'd be so
fulfilled when I
finally expand!
Saving is not
fun!
I try but I
keeping
spending
I buy anything
for my kids.
Can't refuse
them
I saved up but I
ended up using
it during an
emergency
I take extra gigs
to pay off my
debt
Frustrating how
these bills are
in my way
Annoyed with
all the
subscriptions.
I'd rather not
be bothered
Worried
because I need
to be more
disciplined
Empathy Map
I am so happy
when I can do
stuff from the
money I saved
for it

10. P R O D U C T F E A T U R E S
Create/login accounts
Verify account
Create virtual wallet
Create virtual cards
Set daily, weekly and monthly
Track progress
Track bills
Get reminders
Pay recurring bills automatically
Generate receipts for transactions
Blogs
Podcasts
Courses
Events
Set repayment plan
Set goal plan
Onboarding
Wallet
Budget creating and tracking
Expenses tracking
Payments
Resources (on the website and in-app)
Goal setting/Debt
Link credit cards
Link bank accounts
Link investment accounts
Link mails
Passwords
2 FA
Recovery
Privacy and legal requirements
Picture
Name
Username
Contact (email, phone number)
Edit
Share
Invite
Integration feature
Security feature
User Profile feature
Referral Feature
Daily, weekly and monthly reports
Report analytics
Print or export analytics
Create wallets for different categories
Email support
Chat support
Tickets
Ratings
Complaints
Create a wallet
Select a savings plan
Due bills alerts
Paid bills alerts
Limit alerts
Other important info
Portfolio Tracking
Asset Allocation
Performance Analysis
Financial analytics and reports
Automatic categorization
Support feature
Savings feature
Notification/alert feature
Investment feature

11. SWOT ANALYSIS
OPPORTUNITIES
STRENGTHS THREATS
WEAKNESSES
S W O T
Well functioning app and website.
Intuitive design
Ease of use and great UX
Low to no cost compared to others
Incorporates new tech trends e.g. AI &
block chain
Appeals to diverse people
Learning resources
Competitive market
Requires a lot of compliance and
legal expertise
High development and customer
acquisition costs
Incomplete team
Funding issues
The app would solve users need of
offsetting debts and saving for large
projects successfully
Partnerships with banks, credit card
companies and other financial
institutions
The app would use AI and block
chain technology to make the
experience secure and in sync with
latest trends
Strong competitors
Churn rate if people are not
consistent with their goals
Legal and liability issues
regarding investment
partnerships.

12. Frame Descriptions.
Frame 1- Login Page
User can either login or create a new account. There is also the option of using other login methods
like Google, Apple login etc.
Frame 2- Moodie Budget page
Here, the user can create different envelops for different budget categories e.g. emergencies, food,
transportation. There’s a dropdown with options like ‘edit’.
Frame 3- Analytics page
The user can see a holistic view of their progress for day, weeks or months.
Frame 4- Linked Accounts page
User can see linked bank accounts, credit cards and investment accounts. User can also add or remove
an account, enable automatic payment etc.
Frame 5 – Moodie Repay page
This is to help the user pay off debts. It has a description, timeline and an automatic deduction every
week or month based on the user’s chosen plan. Also the wallet here is locked and funds cannot be
accessed until the debt amount is complete.
Frame 6- Moodie Pay page
Here the user can see due and soon to be due recurring monthly bills and subscriptions with the option
of paying automatically. User also gets in-app reminders.
Frame 7- Profile page
Here the user can access his profile and make some changes as well as add personal details. Option to
log out and delete account available.
Frame 8- Security page. Enables the user set up different account
protection measures. Manages passwords, 2FA authentications, finger print and face ID as well as
linked accounts.
CRAZY 8S SKETCH

13. 3/6/23, 9:13 AM
https://whimsical.com/mood-budget-7t6Ruveub6uXmMDbbtKy5Q 1/1
Launch security page
Launch profile
screen
Launch Repay page
Launch Pay page
Launch Budget page
Launch Analytics
page
Launch Linked Accts
Confirm
Enter 2FA
details
Choose 2FA
Land on security
page
Land on profile page
Choose 2FA method
No
Land on Pay page
Land on Repay page
No
Land on linked
accounts page
No
Land on analytics
page
Confirm
Land on budget page
Enter
Fingerprint
Launch MoodBudget
Set up security?
Input profile
picture
Choose Fingerprint
lock
Created a profile?
No
Yes
Yes
No
No
Input details
Confirm Link
Yes
Create categories
Have linked accts?
Land on login page
Choose Account e.g
bank, credit card,
investment
Choose category e.g
expenses, savings,
debt
Confirm
Choose edit
password
Enter Face Id
Yes
Input other
details
Choose Face unlock
Choose edit profile
Yes
No
See list of pending
bills and subs
No
Activate automatc
billing
Sign up
Choose duration via
the calendar
Have an account?
See List of accounts
and balance
Choose a plan
e.g. daily, weekly or
monthly
Create a plan
Enter new password
and confirm
Create profile
Enter details to
be edited
No
Yes
No
Want to view?
Select Print or export
See due dates
Enter login
details
Choose sign up
method
Choose an account
Create a budget for
each category
Return to home
screen
Yes
Enter
description.
debt amount
etc
Choose confirm
Choose view
Yes
Unlink?
Success
Confirm Unlink
Return to home page
Have a budget?
Login success
Return to home page
Choose repayment
plan e.g. daily,
weekly, monthly
No
Return to home page
Yes
Return to home
screen
Return to home page
View progress/edit
Confirm details
Input deduction
amount for the plan
Link bank account or credit
card
Success
Moodie Profile Page
Moodie Security Page
Moodie Budget Page
Mood Budget Login Page
Moodie Pay Page
Mood Budget Analytics Page
Mood Budget Linked Accounts Page
Moodie Repay Page
Input amounts
billable
Link bank
account/credit
card to be billed
LInk recurring bills
acounts
Added recuring bills and
subs?
Have a plan
already?
View progress tracker
Confirm/Success
Pay
Success
Click on Repay
Unlock Savings
Input creditors details
Repayment complete?
USER FLOW

14. Moats
Delighters
Splitting Expenses: To allow
users split expenses with friends
or family members and keep
track of who owes what.
Budgeting Challenges: To create
fun challenges or competitions to
motivate users to save money or
stick to their budget
Savings Goals: To allow users set
savings goals and track their
progress over time by gamifying
the experience and offering
rewards for reaching certain
milestones.
Margin Enhancing
Hard to copy
Blockchain-Based Budgeting:
The use of blockchain technology
to provide users with more
secure and transparent
budgeting and financial planning
features.
Social Budgeting: Creating a
social budgeting feature that
allows users to collaborate with
friends and family members to
create shared budgets and track
their spending together.
AI-Driven Financial Planning:
Using advanced artificial
intelligence algorithms to
provide users with personalized
financial planning and budgeting
recommendations based on their
spending habits and financial
goals.
Premium features or subscription
model provides users with extra
functionality, like investment
recommendations or advanced
reporting, to increase revenue
from users willing to pay.
Partner with financial institutions
to receive a commission for
referring users to their products or
services, such as credit cards,
investment platforms, or savings
accounts.
Offer advertising opportunities to
relevant financial institutions or
service providers to generate
revenue through ad placements.
Cost reduction without impacting
the user experience.

15. More people are using their phones to manage
their money with budgeting apps. Budgeting
apps are getting better at customizing their
recommendations to fit each person's needs.
People want budgeting apps to connect with
other financial services they use, like savings
accounts or investment platforms.
Apps can use smart computer technology to
suggest ways to save money based on a person's
spending habits.
Budgeting apps are like a fun game that helps
you save money and reach your financial goals.
People care a lot about keeping their financial
data safe and private, so budgeting apps that
prioritize this will be more popular.
SIGNALS VISION STATEMENT
Using advanced artificial intelligence algorithms to
provide users with personalized financial planning and
budgeting recommendations based on their spending
habits and financial goals.
Using block chain technology to provide users with
more secure and transparent budgeting and financial
planning features.
Creating a social budgeting feature that allows users to
collaborate with friends and family members to create
shared budgets and track their spending together, save
and pay off debt.
MoodBudget helps users build an enjoyable personal
finance app where users can budget, save, track expenses,
offset debts and be more financially prudent and
accountable.
We will do this by:

16. 1.For the first bet, the metric will be Growth. The number
of signups for the newsletter, webinars. The number of
articles searches and shares.
2. Second bet metrics would be Monetisation such as ROI
paid to investors, average transaction value and
Engagement metrics such as conversion rates, user
engagement of the investment feature and the churn rate,
that is the number of people that stop using the investment
feature.
3. Third bet metrics would be Monetisation such as
Transaction value, transaction volume and customer
acquisition costs. Engagement metrics such as customer
retention rate, error rates, and conversion rates.
Metrics
1. In app financial education
resources such a s newsletters,
articles, webinars on budgeting,
investing, savings etc.
2. Investment portfolio
management for users that
would live to build wealth and
long term profits
3. Integrating third party
financial tools for easy
transaction in local currencies.
Bets
Product Bets & Metrics

17. Moodbudget Roadmap

18. Single people living alone
Family people
The average adult
Business owners
Big spenders and shoppers
Forgetful and extremely busy people
Travelers
Launch Strategy
Work in small groups. Imagine your company wants to produce a new gadget.
Discuss and write down your ideas following the Starbursting brainstorm model.
Help to be more financially prudent and accountable
Help to save money to finance projects.
Help to reduce the difficulty in tracking and paying
bills and subscriptions.
Help to create a sustainable budget, savings and debt
repayment plan
Help to learn about and create viable investments
Target Audience Users expectations
Go-to Market Strategy
Alpha release
Beta Release
A/B testing
Feedback and iterations
Influencer/Partner strategy
Generate pre-launch campaign buzz through social media, content marketing, and
email campaigns
Website & social media presence
General availability/ launch
Expansion through advertising, partnerships, and additional marketing channels.

19. LAUNCH CHECKLIST
FEATURE DEFINITION
Problem statement
PRDs and value proposition
User Personas/ Target audience
Roadmaps
Business goals, OKRs and Vision
Legal terms & conditions
Restrictions and regulations
UI/UX
High Fi Prototypes
User journey maps
Mock ups
Brand identity
ENGINEERING
Performance optimization
Server infrastructure
Compatibility testing
API integration
Error monitoring
Documentation
Bugs
Release dates
LAUNCH DATES
Launch dates communicated to stakeholders,
partners & customers
Bugs/ issues tracking
Roll back method
FEEDBACK
Internal feedback channels
External feedback channels
Feedback review
Feedback support team
FINANCE
Team
Tools
Brief
CUSTOMER SUPPORT
FAQs
Teams
Escalation plan
Documentation
Training
COMMUNICATIONS PLAN
Internal comms – Slack,
zoom, email
External comms – slack,
zendesk, email
CONTENT
Content materials
Content channels
Channel control
SOCIAL MEDIA
Content
Channels
Control
INFRASTRUCTURE
Monitoring/ reporting
Error logs/ tracking
Operations plan
PRICING/BILLING
Website landing pages updated
Product pricing updated
Integrations and updating

20. Familiarize themselves with the app to be able to answer common
questions about the app, such as how it works, what its benefits
are, and how to troubleshoot issues.
Develop a customer support plan including the channels that
customers can use to reach support, such as email, phone, or
chat.
Train customer support representatives on how to use the app and
how to troubleshoot common issues
Develop support materials such as FAQs and tutorials to help
customers troubleshoot issues on their own.
Test the support system to ensure that it is working correctly. Also
conduct mock support sessions to identify any potential issues or
gaps in the support system.
Prepare for high volume by hiring additional support staff,
implementing a ticketing system, and setting up automation tools
to streamline support processes.
Live support: through chat
Email support
Knowledge base: includes articles and tutorials to help
customers troubleshoot issues on their own.
Social media support through social media channels such as
Twitter.
Ticketing system to track and manage customer support
requests e.g. Zendesk
C U S T O M E R S U P P O R T
S U P P O R T M E T H O D ?
What is being launched: MoodBudget App
Launch date and time: June 13th, 12PM WAT
D E T A I L S
P R E - L A U N C H C O M M U N I C A T I O N P L A N

21. E N G I N E E R I N G
Sales & Marketing Create marketing materials such as
social media ads, email campaigns, and landing pages
to promote the app's launch and drive user
engagement.
Establish partnerships with relevant businesses,
influencers, and publications to help promote the app's
launch.
Develop a content strategy that educates potential
users about the app's features and benefits.
Plan the launch event to generate buzz and excitement
around the app's release.
Conduct thorough testing to ensure that the app is stable,
secure, and performs well under different conditions.
Ensure data security to protect users' data and prevent
unauthorized access.
Optimize app performance to ensure that it runs smoothly
and quickly on all devices.
Implement analytics to track user behavior and identify areas
where the app can be improved.
Establish infrastructure to handle high traffic volumes and
maintain performance during peak usage.
Develop necessary backend support, including servers,
databases, and APIs, to ensure the app's functionality.
D E S I G N
S A L E S / M A R K E T I N G
Ensure branding consistency
Optimize for performance
Test across devices
Develop marketing materials such as screenshots,
videos, and promotional images to promote the app's
launch.

22. A A R R R M E T R I C S F O R M O O D B U D G E T P E R F O R M A N C E
Impressions: the number of times the ad or content
was displayed.
Reach: the number of unique users who saw the ad
or content.
Click-through rate (CTR): % of users who clicked on
the ad or content.
Engagement rate: % of users who interacted with
the app after clicking on the ad or content.
Sign-up conversion rate: % of users who complete
the sign-up process after arriving at the app store
page.
Drop-off rate: % of users who abandon the sign-up
process without completing it.
Cost per click (CPC): the amount spent to acquire
each click.
Time spent on site or app: the average time users
spent exploring the app.
Conversion rate: % of users who completed the
desired action to download the app, or making a
purchase.
Cost per acquisition (CPA): the cost of acquiring a
new user.
ACQUISITION FUNNEL METRICS
Completion rate: % of users who complete the onboarding process.
Average time to complete onboarding
User engagement such as the number of screens viewed or actions taken.
Activation rate: % of users who perform set up a budget, expense, savings or debt
repayment plan
Time to activation: average time it takes users to become active after downloading
the app.
User engagement such as the number of sessions or actions taken.
ACTIVATION FUNNEL METRICS
Referral rate: % of users who refer others to the app and generate new revenue.
Cost per acquisition (CPA): the cost of acquiring a new user through referral
efforts.
Conversion rate: the % of referred users who become paying customers.
Share rate: the % of users who share the referral link with others.
Click-through rate: the % of recipients who click on the referral link.
Sign-up rate: the % of recipients who sign up for the app after clicking on the
referral link.
Referral revenue: the total revenue generated by referred users.
REFERRAL FUNNEL METRICS

23. Revenue per user (RPU): the amount of revenue
generated per user on average.
Lifetime value (LTV): the total revenue
generated by a user over their entire lifetime
using the app.
Conversion rate: the percentage of users who
upgrade to a paid plan within the app.
Upsell/cross-sell rate: the percentage of users
who upgrade to a higher-tier plan within the
app.
Average revenue per paying user (ARPPU): the
average amount of revenue generated per
paying user.
Renewal rate: the % of users who renew their
subscription within the app.
Churn rate: the percentage of users who cancel
their subscription.
Click-through rate (CTR): the percentage of
users who click on an ad.
Cost per click (CPC): the average cost paid for
each click on an ad.
Cost per impression (CPM): the cost of showing
an ad to 1,000 users.
REVENUE FUNNEL METRICS
Revenue through subscription and premium plans
Revenue through Advertising:
The percentage of users who continue to use
the app after 30, 60, or 90 days etc.
Churn rate: % of users who stop using the
app after the first 30, 60, 90 days etc.
Active user rate: % of users who use the app
daily, weekly, or monthly, quarterly and
yearly.
Time spent in-app: the average amount of
time users spend in the app per session.
Frequency of app usage: the number of times
users open the app in a day, week, month.
Feature usage: the % of users who use
specific features of the app.
Churn rate: the % of users who stop using the
app after 30, 60, 90 days etc.
Reasons for churn: the reasons why users
stop using the app, such as dissatisfaction
with the app's features, pricing, or support.
User feedback: feedback collected from users
about the app, such as satisfaction ratings or
Net Promoter Score (NPS).
RETENTION FUNNEL METRICS
Conversion rate: the percentage of users who
sign up for the affiliate product/service
through the app.
Average commission per user: the average
amount of commission earned per user who
signs up for the affiliate product/service.
Return on investment (ROI): the revenue
earned from the affiliate program compared
to the cost of promoting it.
Referral rate: the percentage of users who
take advantage of exclusive deals or
promotions offered through partnerships.
Revenue from partnerships: the total revenue
generated from partnership agreements.
Partnership ROI: the revenue earned from
partnership agreements compared to the cost
of promoting them.
Revenue through affiliate marketing:
Revenue through Partnerships:

24. MOODIE THANKS