Go to Market project | IND Money

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Go to Market project | IND Money

About INDmoney:

A one-stop-shop personal finance application, where Indians can track their finances across their family members, plan their goals and get investment solutions ranging from mutual funds, the Indian share market, US stocks, ETFs, IPOs and more.

Problem Statement:

INDmoney is launching a new AI-powered financial planning feature that helps users automate personalized investment portfolios, designed to meet their specific financial goals and risk tolerance. While the feature is technologically advanced, the challenge lies in effectively educating users about its benefits, driving adoption among the existing user base, and attracting new users in a highly competitive wealth tech market.

Context:

Target Audience: Millennial and Gen Z professionals (aged 25-40), tech-savvy, urban, and actively looking to build long-term wealth. They use multiple apps for financial management but often feel overwhelmed by the complexity of investment decisions.
Competitors: Products like Groww, Zerodha Coin, and Paytm Money are strong competitors in this space, providing similar tools for investments and financial planning.
Product USP: INDmoney's new feature uses cutting-edge AI to provide truly personalized investment advice without requiring users to have an in-depth understanding of the stock market or mutual funds. It simplifies the user experience by automating portfolio management in real time, factoring in both short-term and long-term financial goals.
Challenges:
- Low trust in AI-driven financial services among potential users.
- Competition from larger platforms with established brand loyalty.
- Existing users might not fully understand the need for automated financial planning tools.

Your Task:

Develop a lean Go-to-Market (GTM) strategy for the upcoming quarter to successfully launch this new AI-powered feature. Focus on:

Awareness: How will you drive initial awareness for this feature?
Adoption: What strategies will ensure the adoption of the feature among the current user base?
Acquisition: How will you acquire new users who might be interested in automated portfolio management?
Retention: What methods will keep users engaged with this feature for long-term usage?

➡️ Target quarter: October to December 2024

Pre GTM

Task:

Create a GTM strategy for the new AI-powered financial planning feature, focused on educating users, increasing engagement and adoption, and attracting new customers.

Goal:

To make 25% of the active users adopt the new feature while also acquiring 100k new users in the next quarter.

Understanding ICP

Who is an Active user -

Has linked his bank account/investments.
He checks his dashboard once a month.
Has bought US stocks in the last 6 months or holds them.
Has linked an SIP or started an SIP via INDmoney

Core value prop -

Having all your investments and cash in the bank in one place helps you keep track of everything while also allowing you to buy financial instruments like Bonds, MFs, stocks etc.

Natural frequency -

Casual user: Once a quarter usage of the app
Core user: Once/twice a month usage of the app
Power-user: 2-3 a week usage of the app

Types of ICP -

Attribute	ICP 1	ICP 2	ICP 3	ICP 4
Name	Arjun	Vijay	Ram	Rajnikanth
Description	Gen Z Investors	Millennial Professionals	Family man	HNWI
Age	20 to 27	25 to 40	30 +	NA
Tech savviness	High	High	Medium to high	Low to High
Investment experience	Low	Low to medium	Medium to high	High
Financial goals	Wealth creation	Wealth creation	Security/retirement	Wealth preservation
Needs	Investment advice, tax planning, MFs & stocks education	Net worth track, Investment advice, tax planning, MFs & stocks education	Net worth track, Investment advice, tax planning	Investment Tracking
Risk appetite	High	High	Medium	Low to High
Financial literacy	Low	Low to medium	Low to medium	Low to High
Decision-making process	Independent but influenced by social media	Influenced by his inner circle and social media influencers	Independent but influenced by family and friends	Influenced by Wealth manager
Pain points	Too much information and not sure about the online advice	Trustability of source and time required for research	Time required for research and trust issues	Tracking

ICP Focus:

Target Audience: Gen Z investors (20-27 years old) from the top 10 Indian cities.
Tech Savviness: High
Financial Goals: Wealth creation
Pain Points: Overwhelmed by too much information, unsure about the trustworthiness of online advice, and desire for simplified, reliable investment guidance.

Core GTM Strategy Pillars

Educate Users: Simplifying the AI-Driven Financial Planning
Drive Engagement and Adoption: Gamified, Incentivized Features
Attract New Users: Targeted Acquisition with Influencer and Partnership Strategy

Overall, the strategy will rely upon making INDmoney fun and not something intimidating like the finance world.

1. Educate Users

Campaign Name: #AnalysedByAI

Objective: Build trust in the new AI-powered financial planning feature by showcasing its ability to provide insightful portfolio analyses. Gen Z investors are both intrigued by AI and unsure about its reliability. This campaign will directly address these concerns by using influencers and public figures to share their real portfolios analyzed by AI.

Influencer Campaign: Partner with well-known personal finance YouTubers, Instagram influencers, and regional-language creators who resonate with Gen Z. These influencers will analyze their portfolios live, comparing their manual strategies with AI recommendations. The idea is to keep things transparent and make things learnable. The video must end on a positive note from a financial standpoint.
YouTube & Regional Language Channels: Focus heavily on finance-related YouTube channels, both in English and regional languages like Gujarati. These creators can explain how INDmoney’s AI simplifies investing while giving in-depth financial insights. Their audience is already prepared for this information but the integration should be smooth as hell and should look very spontaneous without mentioning anywhere it's an add
Partnerships with Financial Media: Establish partnerships with Moneycontrol, Economic Times and Business Standard. Native articles, interviews, and feature stories on the innovation behind the AI-driven financial planner can be highlighted. And would also ideally have a button on the website that can redirect their user to the analysis page. The tools access can also be bundled along with their paid subscription.

Offline Advertising (Metros & Radio)

Metro Advertising: digital screens inside metro trains across top Indian cities. Feature simple, clear messages about how INDmoney’s AI makes investment planning seamless.
Radio: Run short, sharp ads on popular regional FM stations. Focus on Gen Z’s common pain points (too much information, investment confusion) and how INDmoney simplifies everything with AI.

- The aim is to surround an individual with INDmoney and force a conversation about it.
- The messaging will be of the nature that sparks self-interest and not curiosity.

2. Drive Engagement and Adoption

Campaign Name: Portfolio Wars

Objective: Gamify adoption by turning portfolio management into a social experience with competition and rewards.

AI-Powered Portfolio Ratings: Once a user’s portfolio is analyzed, assign it a score out of 100 based on the AI's recommendations. Create a leaderboard of portfolio ratings that updates weekly, rewarding users with the highest scores. Make it a competition and you get rewarded once you optimize your portfolio.
Rewards and Incentives: Offer exclusive rewards for the top 3 portfolios each week, such as premium subscription access to advanced INDmoney features, free investment consultations, or zero brokerage.
Shareable Portfolio Stories: Encourage users to share their portfolio analysis stories on social media with the hashtag #PortfolioWars, showcasing their ratings and improvements made through the AI tool. The social virality of this campaign will drive organic growth.

3. Attract New Users

Key Acquisition Channels:

Influencer Marketing: Continue using finance influencers to tap into their Gen Z followers. Influencers will position the AI feature as an easy, stress-free way to get started with investing, no matter the user’s prior experience. Encourage followers to sign up and link their accounts to INDmoney via influencer referral codes, offering a reward for the first AI-powered portfolio analysis.
Partnerships with News Platforms: Collaborate with Inshorts to feature short, snackable stories and updates about the AI tool. Gen Z investors consume bite-sized news and are likely to engage with the concise format that Inshorts provides.
Podcasts: Partner with popular finance podcasts and create sponsored episodes dedicated to investment planning using AI. Highlight how INDmoney’s AI can ease financial decisions and help users meet their long-term wealth goals.
Performance marketing: Once a consideration is built, to drive conversion, performance ads to run on Meta, google and any other platform that is cost-effective

Natural Frequency Amplification:

Push Notifications & In-App Prompts: Tailor notifications to different user personas (casual, core, power users) based on their behaviour:
- Casual users: Remind them once per quarter to check the health of their portfolio via AI.
- Core users: Monthly prompts showcasing how AI can make portfolio management easier.
- Power users: Bi-weekly insights on how their portfolio could improve through AI analysis.
Email Campaign: Segment emails based on user activity, focusing on educational content for casual users and deeper insights for core/power users. Offer exclusive webinars or one-on-one demos with INDmoney experts for those showing more interest.

Key Metrics to Track

Adoption Rate: % of active users who use the AI feature each month.
New Users: Number of new users acquired via influencer campaigns and media partnerships.
Engagement Rate: Frequency of interaction with the AI feature post-launch.
Leaderboard Engagement: Number of users participating in Portfolio Wars.
Feature Feedback: Qualitative and quantitative feedback collected from early adopters.

Rough

User segmentation

Categorise your users for personalisation of content, offers, products pitches, flow changes etc. This is dependant on the context of your GTM. In the example below, we’ve only demonstrated the thought process. We expect you to scope this out completely and put down the final segmentation and personalisations.

Channel and distribution documents

Prepare the documents for the different levers/ teams/ stakeholders.

Project planning

Hey there! ✨

Congratulations on completing the modules!

"True learning doesn't happen till you apply it!"

If you struggle with a blank canvas, use this boilerplate to start. Remember, this is a flexible resource—tweak it as needed. Some sections might not apply to your product and you might come up with great ideas not listed here, don't let be restricted.

This is not the only format, we would love to see you scope out a great format for your product!

Go wild and dive deep—we love well-researched documents that cover all bases with depth and understanding

Let's begin

Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Pre-GTM

v vnm

Step 1: Define the problem & the context

Write the problem statement you’re facing and the goal of the GTM.

Example → SleepyOwl:

It's 11th of August. As the Growth Manager at SleepyOwl. Your OKRs are to grow Sleepy Owl to 15cr this year via the D2C channel. Of which In August you've mapped you need to reach 2cr while maintaining an AOV of Rs. 1,000. You've forecasted to reach 1.8cr with current campaigns.

Step 2: Define the goal

Put the goal in the XYZ framework. The Goal will always be in the format: X metric in Y time with Z constraints. In lean GTMs, the Z is optional.

For example:

20CR in 7 days with an AOV of Rs. 1000

Here 20cr is X, 7 days is Y and AOV is Z.

⛔ Do not start any GTM without a goal.

Step 3: List down all the input levers to that goal.

List down all input levers required to hit the target.

Bonus: Go deeper by mapping the input levers on a google sheet.

It’s natural to go into the rabbit hole, stop once you realise the channels or top 2 places you want to use and the numbers they need to deliver.

For example → SleepyOwl:

For 20L in revenue, they need 2000 orders =

→ 10,000 add to carts

→ 50,000 visitors

which is =

→ 40% Performance

→ 35% WhatsApp

→ 25% Email

Step 4: The users

Define the ICPs/ users who you will be targeting for this goal

For example → SleepyOwl:

→ Existing customers

→ Customers who can purchase above Rs. 1,000

→ Have not purchased in the last 3 months (Natural Frequency)

Step 5: User Segmentation

Categorise your users for personalisation of content, offers, products pitches, flow changes etc. This is dependant on the context of your GTM. In the example below, we’ve only demonstrated the thought process. We expect you to scope this out completely and put down the final segmentation and personalisations.

For example → SleepyOwl

People purchase above Rs. 1000 when there is:

→ Bundling

→ Discounts

Pitch segmentation based on user insights:

→ Favorite flavours

→ Favorite categories

→ Bragworthy

	User Type
Usage Characteristics
Recency of use case
Natural Frequency
Monetary/AOV/Revenue Generated
Pain Points
Valued Features
Core Value Proposition
(CVP) being utilised

Step 6: Channel and distribution documents

Prepare the documents for the different levers/ teams/ stakeholders.

An overview of what the structure of the doc should be has been provided in the resources.

You can access them ↓

Distribution lever docs

Step 7: Project planning

Make a project plan nailing the launch date and work the dates backwards. The table should have name of the milestone, owner, description.

Step 8: Cross-functional alignment

Write in detail when you will communicate and with whom.

Constraint: It shouldn’t be more than 4-5 times throughout the GTM. This is to force you to think about the most important times for communication.

Example →

When → You saw that there is a gap in your monthly goal

Whom → Manager & cc: self-team peers

Be more specific: situation, day (T-4) etc.

During-GTM

Step 1: Set Milestones

Set milestones for during GTM as a health metric to see if your GTM is on track. Put down the metrics you’ll be tracking.

Step 2: Analyse & Communicate

Analyse metrics and funnel data with respect to the launch. Apart from this communicate to your stakeholders on the milestones. JTBD is to share the launch and milestones. (Ensure you aren’t communicating with them more than twice)

Note: This last section might not be relevant to you if you just got done with your GTM. But make sure you come back to this and analyse your post GTM success!

If you have done a GTM before, you can use that GTM as a reference to do Post - GTM

Post-GTM

Step 1: User calls

Speak to 5 users to validate the hypothesis your GTM was built on.

For example →

If you assumed, users are more likely to buy when there is bundling, speak to users to understand why they bought/ didn’t buy. Validate all hypothesis