Onboarding project | altGraaf

A. About altGraaf:

A.1. Problem Statement

As income levels are rising, individuals are looking for investing opportunities
Currently, Equity is the dominant asset class where individuals can invest but the asset class has short-comings:
1. Equity is linked to market risk and is very volatile
2. Same expected return can be earned with lesser risk if the portfolio is well diversified across asset class
3. Available financial instruments for an individual to take exposure in fixed income is through FDs and the FD returns don't beat inflation
There are a lot of high yielding fixed income instruments with flexibility with regards to tenure that are only available to HNIs / Family Offices / Institutions

A.2 altGraaf's Proposition

Enabling investing in Fixed Income securities yielding 6-20% returns with tenures ranging from 3 months to 3 years with minimum ticket size of INR 1,000

B. ICP

Parameters	ICP 1: Young Adults	ICP 2: Family Offices/ HNIs
Social Media	Linkedin, Instagram	Linkedin, Instagram
Income	25L >	5Cr >
Age	28 - 40	25 - 50
Education	Tier 1/2 University Undergrad Tier 1/2 University MBA	Tier 1/2 University Undergrad Tier 1/2 University MBA
Geography	Metro	Metro, Tier 1/2 Cities
Risk Appetite	High	Medium to High
Single / Married	Single	Married
Moved to new city	Yes	No
Profession	Startups, MNCs, Corporates	Managing Family Office as a CIO or part of the Family
Read / Listen / Watch	Podcasts (FIRE), Business News, Memes, Standup Comedy	Business and Political News, Linkedin Articles, Self Help Books, Motivation Videos, Whatsapp Broadcasts
Who do They follow?	Fin-fluencers - Ankur Warikoo, Shantanu Deshpande, Nikhil Kamath Comedians: Tanmay bhatt, Bassi, Kullu, Raunak Rajani	Finfluencers: Ankur Warikoo, Kunal Shah, Shraddha Sharma, Sharan Hegde, Kiran Mazumdar Shaw
Influencer	College/School Friends, Colleagues	Other Family Offices
Blockers	Partner, Parents	Patriarchs
Pain Points	Limited investing opportunities besides equity markets Want to invest in Fixed income securities but only have Fixed Deposits to invest which yield low returns (barely) beat inflation Have high risk taking appetite but don't have a platform through which they can invest Looking for avenues to build Passive Income Financial investments are tricky to understand. Requires a lot of effort and hence, prefer seeking advise from family/friends	Broken and Opaque Experience Traditionally, driven by Bankers, experience is fragmented and opaque, monitoring, and exiting fixed-income instruments. Illiquid Alternative Investments Investment in Alternate Investments exposure, is primarily through PE/VC - often suffer from illiquidity, opacity and difficulty in driving exits. Cashflow Challenges Despite FOs having large corpuses, investments in traditional asset classes, such as equity and commodities, can create cashflow issues for FOs.

Will be prioritising ICP 1: Young Adults since:

Onboarding Young Adults is far quicker (< 3 days) vis-a-vis Family Offices (6-9 months)
Number of Young Adults are far higher than Family Office and hence more scalable

C. Job To Be Done

Goal	Type	ICP 1: Young Adults
Personal	Secondary	Better lifestyle and psychological freedom
Functional	Secondary	Evaluate, Invest and monitor multiple types of fixed income securities (financial return and tenure of security) from one platform.
Financial	Primary	Build passive income Increase diversification of portfolio Increase higher returns
Social	Tertiary	Afford a better lifestyle for family and friends

JBTD for ICP 1: Young Adults

When I invest through altGraaf's platform, I want to be able to earn higher returns with lower portfolio risk, so I can become financially independent quicker.

D. Onboarding Teardown

Onboarding Assignment_Gautam Bagga_Onboarding Teardown_GrowthX.pdf

E. Hypothesis identification

Users that through 5 proposals and cumulatively spend 60 mins on evaluating the deal within the first 14 days, get activated

One of the first delight moments for the user happens when they witness the range of opportunities that they can invest in. Firstly, it solves for the Finacial JBTD (high returns) but also for Social JBTD (getting access and opportunity to invest in some of their favourite startups)
Time spent by the user in evaluating the deals exhibits that the user is showing commitment which should lead to conversion (Investment). The user has an intent in investing in the product and is spending time in making the decision.
Investing in the financial product offered by altGraaf will solve for ICP's Financial JBTD which is to drive high financial returns
Receiving principal / interest payments on the invested securities will be the aha moment for users

User that get KYC documentation in 3 days of downloading, get activated

Important because this exhibits commitment to exploration of the platform by the user
Actions like - Email and Whatsapp followup coupled by a call by the designated RM can nudge the user to complete KYC process
Post completion of KYC, the user has spent 10-15 mins on the app. User would at least want to spend another 15 mins exploring the deals that are available to invest in
When the user is going through the opportunities to invest in, the user is likely to find investment opportunities that are yielding high return of 13% + return (Financial JTBD).
The user might also find a familiar startup that they are aware of and wanted to be part of their growth journey but because access is only for the uber-rich, they could not take exposure. However, with altGraaf, they can invest in that startup and brag about the same to their friends (thereby, solving for the Social JBTD)

User to go through the altGraaf platform walk-through in 3 days of signing up

ICP is a young adult and finds the investing process cumbersome (involves a lot of documents, research etc) and complex (a lot data, documents, paperwork)
The current application of altGraaf is designed from the perspective that the user already comes with a foundational knowledge of finance and investing. This is not true for the ICP and hence, it is important to go through the walk-through.
Once the user is educated about the app and how to invest, they are better able to understand what they will invest in which will further, drive trust and conversion (investments)
Once investment is done, the user will start receiving principal and interest payments which will solve for the Financial JBTD for the ICP

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