KamayaKya | Partnerships

Product Recording

KamayaKya is a wealth management service startup founded in 2022 by Aniket Kulkarni and Dhiren Shah along with directors Nitya Shah and Anand Shah. The web app gives buy/sell recommendations to its users on Mainboard and SME board of Indian Stock Market. The team has a cumulative experience of over 50 years in equity markets and current have over 2000 investors showing strong PMF signs among the power users.

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Customer Journey

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As it is visible The investors take various external touchpoint in consideration to drive maximum conviction on the particular stock to decide whether to invest or not and how much to invest in. External touchpoint like:

1. News resources: Online news websites, news apps, TV channels, etc.
2. Screener tools: Screener.in, Trendlyne, Tickertape.
3. Community: WhatsApp, ValuePickr, Telegram.

Litmus Test

• Is there a PMF --> Yes. Strong satisfaction and WOM spread from existing power users.
• Looking to drive power usage --> We need to increase Free to Paid user conversion.
• Is there any customer request? --> Yes. Customer's have requested to receive news updates on our stock picks to make it easier for them to conduct research and keep engaged with the stocks
• Difficult to acquire customer? --> Yes. We are a bootstrapped startup and are looking to acquire users with minimal to no CAC and run on a revenue share model.

Partnership Selection framework

Core Problem

1. 0-1 Acquisition --> Channel Partnership
2. Retention Problem = Users going to other platforms for complimenting information --> Tech integration

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Identifying right partner

ICP​

​Brand Values

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Transparency

Honesty

Bold

Customer first

New age

Quirky

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Current Market

List of Possible Partners

1. Scoutquest
2. InShorts
3. SimplyWallSt.
4. MoneyControl
5. Trendlyne

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Fitment Test

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Choosing Trendlyne as the potential partner

Outreach Strategy

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Message for outreach?

Subject: Product Partnership with KamayaKya

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Hey Devi,

I, Umang Joshi, is the product & growth partner at KamayaKya Wealth Management. We, as a SEBI licensed RA, help our 5000 investors to uncover multi bagger gems in Indian Stock Market via our web application.

Our investor journey involves reading our comprehensive report and doing their personal analysis on Trendlyne to get more conviction and calculate their personal portfolio exposure.

Our aim is to reach 10,000 HNI investors in next 12 months and I think integrating Trendlyne's tech will form a great partnership to achieve mutual revenue goals.

Reply to this email if we can get on a call and discuss synergies.

Best,

Umang

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First Call Design

Before the call

1. Partner Current Goals- To have more paid users
2. Justify reasoning-
3. 1. Partner needs more users with high appetite to pay for their yearly subscription of 21,000. KamayaKya's core ICP falls in that category and compliments our expertise and competency.
   2. Stock analytics is a high frequency use case which will drive more users to our platform and vice versa.
   3. Trendlyne aims to go global hence will attract NRI users for KamayaKya
4. Value prop design- Get access to 5000 and growing passionate investor base at KamayaKya with high appetite to pay and equity investments. On the other hand Trendlyne user's shall get discounted access to KamayaKya thereby achieving great returns and hence high retention rate for Trednlyne.

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During Call

KamayaKya Intro --> Brand values --> Metrics --> User Journey and pain point

Enter Trendlyne

Trendlyne's goal --> TNDL Metrics --> Customer Pain Points --> Solution

Tech Integration

GTM Possibilities:

1. Launch discounts for customer base to enroll in each other's product
2. Meta & Youtube Ad "Bring a fullstack wealth creation engine"

Company Buy-in & Alignment

Product Team:

Can only integrate on Rest APIs only with seamless flow.

Stakeholder Concerns:

Will the brand image be hampered if Trendlyne decides to sell F&O recommendations?

​Marketing Team:

What kind of co-branded initiatives will be done? KamayaKya won't advertise for BTST use cases.

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Building Trust

Building trust

1. Arrange a lunch/Dinner in person if possible
2. Integration: Sharing all tech requirements promptly. Arrange a 3way call once specs are finalised. Create a common slack channel for tech conversations and support.
3. Arrange 3 way call between upper management
4. Assign a POC

Transparency

1. Make a mutual metric dashboard in terms of users converted from the partnership for eg: number of redirects, session duration for referred users, retention, etc.

Engagement

1. Share resources for co-marketing activities
2. Have monthly cadence calls to review performance and plan ahead

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GTM

User Problem

User has to jump between multiple products to see all stock-related financial data & news information hence we are solving this so that on our product user can see everything

Demand

Yes users have demanded such a feature

Brand Offering for

Our offering is for Pro and Semi-Pro investors who are typically around the age of 35-55

ICP Time Spent

They spend time on Screener, YouTube, WhatsApp, Telegram, ValuePickr, MoneyControl, Trendlyne

Co-marketing activities

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Channel Partners

Type of Partner

Choosing Agency partners as our goal is to drive revenue hence we need bottom-line conversion

Incentives & Payout cycle

• Locking Industry-standard incentive of 30-60% per Order Value which is around the industry average of 50%
• No payout is needed as the revenue shared with us is after the deduction of incentives

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Partner Tiering

Onboarding

Presentation

• KamayaKya Product Introduction
• Founder Introduction
• Track record of returns so far
• ICP introduction
• Pricing Plans
• Product/Competitor Differentiation
• Product Demo Video

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