Creation of an Internet Business, applying digital marketing concepts. Become a Junior Broker without financial background

1. Beginners Investment Guide
Group n°6
Maria Peña Garcia
Mariana Creixems
Gonzalo Dapas
Marko Lukovac
Alexandre Dinkespiler

2. Lay Out
• Pitch
• Market analysis
• User Interface
• Business Model Canvas
• Marketing Plan
• Cost and Revenue
• Future Projections

3. Problem
• Few investment instruments available for
small investors.
• Lack of knowledge to do investments in the
stock market
• High Risk Perceived

4. Mission
Online user friendly magazine offering economic
and financial articles and education related to
invest in stock market for “Dummies”.

5. Vision
We want to be the bridge in terms of knowledge
between the stock market and “common” people.

6. Market Analysis
• Target: Spanish 20-40 y/o
• Highly educated
• Upper-middle class (with savings)
• Total market size: 6 487 832

7. Market Analysis
Millennial (Ages 20-40)
Why millennials?
- Experienced the financial crisis: want risk
reduction
- Have more savings on cash
- More Entrepreneurial behaviour

8. User Interface

9. 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..)
- Google
- Business
magazines
(Financial Times;
Forbes; The
Economist;
Money Advisor..)
- Cloud
- Web engineers
- Employees
- Stock market analysts
- Web site

10. 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

11. 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

12. Marketing Plan: Display
Platforms 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

13. 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

14. 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

15. Subscription options

16. Costs / Revenues
Financial 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 /

17. 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

18. Why BiG ?

19. THANK YOU FOR YOUR ATTENTION !
Questions…?