The document discusses marketing strategies for AssetBar, a search engine for peer-to-peer investments, over its first 100 days. It recommends first identifying early adopters by learning what problem AssetBar solves for investors and platforms. It then suggests testing AssetBar with these early adopters to validate it addresses their problem, whether search efficiency or a "robo-advisor" solution. Finally, the document outlines creating a marketing plan and content schedule based on these learnings to build interest among partners and investors prior to launch.

1. AssetBar – marketing
Created by Stuart G. Hall/March 2017

2. The first 100 days marketing: overview
of strategic imperatives
 Before marketing activity begins in earnest, a couple of priority tasks need to
happen, (making sure we know who AssetBar’s initial customers would be (the
early adopters) in terms of (a) investors and (b) P2P platforms
 And then to learn from conversation with them whether a search engine for
P2P investments (AssetBar) is a solution to their problem in investing the P2P
space
 Then, to put together the marketing plan, based on these foundations where
the channels and metrics can be factored in accordingly and correctly, to
figure out how to cost effectively market the AssetBar over the first 12-18
months (pre and post launch)
 Alongside that to create the right branding the ‘look and feel’ for AssetBar
going forward (based on knowing what investors want)

3. The first 100 days marketing:
finding early adopters
 Figure out who the early adopters are - by solving their problem really well
they will tell the ‘early majority’ about benefits of using AssetBar
 The early adopters are all from the same segment, and some 60% are trying to
solve the same problem by taking action
 Find out if we are solving their problem with AssetBar
 In other words who are the key customers (the early adopters), and what
problem are we trying to solve for those key customers?
 Investors see hundreds of companies, entrepreneurs, and products. So, how do
you get them to take notice of you? The best place to start is to develop a
compelling reason why they should take notice, by asking them what that is! **

4. The first 100 days marketing:
testing with adopters
 What is the P2P investment problem that needs solving? Ask investors, do it
*with* them not *for* them – that way you’ll be sure it’s starting right
 Currently the AssetBar problem analysis focuses on providing more efficient
choice, in that way is similar to OFF3R, acting similar to a ‘price comparison’
site for P2P investments
 But it may well be that due to need to diversify and the fact that the best
loans are quickly taken by investors, that early adopters may well be even
more interested in a ‘robo-advisor’ solution, similar to US-based Lending
Robot
 Note that Lending Robot founder correctly built software to originally to solve
his own investing problems with complexity and speed; and first tested it with
(a) handful of ‘outside’ users (b) in beta with 25 private clients before scaling

5. The first 100 days marketing: the rest
follows…
 Once we know who are our first customers are, and what problem it is we are
looking to solve, once that validation process is completed, then we can create
a marketing plan based on ‘smart’ goals, along with the correct branding
 Create content schedule so creating right content at right time
 Start blogging as means to draw in potential investors with SEO friendly content
that helps the site rank for correct keywords - including a Call To Action to push
blog and email sign ups
 Set up a plan for email marketing that is based on the customer personas
 As part of that create an editorial calendar to tie content in with key events and
content creation opportunities such as P2P/altfi events
 Start using the social media accounts in a consistent co-ordinated way; and set
up measures of success that align with biz objectives

6. The first 100 days marketing: early
campaign to build ‘interest’
 My first thought was some form of referral marketing as the marketing channel
with the highest conversion rate in the financial sector, generally speaking
 But as referrals belong to a post-launch stage of the business it would seem
logical to create a marketing campaign therefore which draws in both partners
and investors in a relationship through AssetBar
 One option at an early stage would be would be a daily digest of curated new
opportunities, tools and trends. This could be used to draw in partners with
guest comments and news, and use to build an investor subscriber base prior to
launch of full-blown AssetBar
 The daily digest would support the AssetBar brand aim to reduce
complexity, fragmentation and improve speed for investors, with one simple P2P
investment news feed
 The curated digest would also be used to drive users of the chat bot

7. The first 100 days marketing:
a new service, for a new investor
 Post FCA approval (12-18 months from now) I see AssetBar appealing to the
everyday investor, typically people who have invested already in one of the
main P2P lenders like Zopa, Funding Circle and Ratesetter, or invested a small
amount in the likes of Crowdcube or Seedrs
 But in the next 12 months and especially in reaching out to early adopters you
are going to be targeting experienced investors, with an existing portfolio of
P2P and traditional investments assets
 So its not so much the minimum investment amount, but the degree of DIY
investing experience that’s key, as on the other side of the spectrum you are
not going to appeal to a high net worth individual who’s assets are managed
by a professional financial advisor
 In other words AssetBar is the trusted advisor for the DIY investor looking
to make money across the rapidly expanding P2P and altfi asset class