Casual

Once a Quarter

Core

Once a Month

Power

Once a Week

General

ICP Type

Early Career

Mid Career

Mid Career

Social Media

Linkedin, Instagram

Linkedin, Instagram

Linkedin, Instagram

Income

20L - 50L

50L - 2Cr

5Cr >

Age

25 - 35

35 - 50

25 - 50

Education

Tier 1/2 University Undergrad

Tier 1/2 University MBA

Tier 1/2 University Undergrad

Tier 1/2 University MBA

Tier 1/2 University Undergrad

Tier 1/2 University MBA

Geography

Metro

Metro

Metro, Tier 1/2 Cities

Single / Married

Single

Married

Married

Kids?

No

Yes

Yes

Moved to new

city

Yes

No

No

Profession

Startups, MNCs, Corporates

Startups, MNCs, Corporates,

Business Owner

Managing Family Office as a CIO

or part of the Family

Who do They

follow?

Fin-fluencers - Ankur Warikoo,

Shantanu Deshpande, Nikhil

Kamath

​

Comedians: Tanmay bhat,

Bassi, Kullu, Raunak Rajani

Sportsmen (Cricket and/or

Football), Finfluencers,
Movies

Finfluencers: Ankur Warikoo,

Kunal Shah, Shraddha Sharma,

Sharan Hegde, Kiran Mazumdar

Shaw
Sportsmen: Cricketers

How does the user engage?

Read / Listen /

Watch

Podcasts (FIRE),

Business News, Memes,

Standup Comedy, IPL

Newspaper, Whatsapp

Groups, Business News (TV),

Newsletters, Doom-scrolling

on Linkedin, Watching

Netflix with partner/family
Enjoys watching sports

Newspapers,Business

and Political News (TV),

Linkedin Articles, Self Help

Books, Motivation Videos,

Whatsapp Broadcasts

Outdoor

Activities

Clubs, Pubs, Cafes, Travel (Hostel /

Budget Hotels), Treks

Restaurants, Fine Dine, Vacation

(Resorts)

​Restaurants, Fine Dine, Vacation

(Resorts), Private Parties, Yacht

Parties, Health Retreat

Apps

Instagram, Snapchat, Whatsapp,

Youtube, Netflix, Amazon, Swiggy,

Zomato, PhonePe, Hotstar, Jio

Linkedin, Instagram, Whatsapp,

Youtube, Netflix, Amazon, Swiggy,

Zomato, PhonePe, Hotstar, Jio

Linkedin, Whatsapp, Youtube,

Netflix, Amazon, Swiggy,

Zomato, PhonePe, Hotstar, Jio

Hobbies

Playing sports (Cricket / Football),

Reading, Traveling, Movies, Music

Playing sports (Cricket / Football

/ Badminton), Reading, Traveling,

Movies, Music

Playing sports (Golf / Tennis),

Reading, Traveling, Movies, Music

Financial Information

Risk Appetite

High

Low - Medium

Medium to High

Financial Literacy

Low - High

Medium

High

Money Spent

Ordering food, Street wear Clothes,

Shoes/Sneakers, Traveling (Budget),

SIP, Investments, House Rent

Dine In, Shopping (Luxury brands),

Vacations (Resorts / 5 stars), SIPs,

Car, House (5Cr - 20Cr)

Dine In, Shopping (Luxury brands),

Vacations (Resorts / 5 stars), SIPs,

Luxury Car (> 1Cr), House (> 20 Cr)

Influencer

College/School Friends,

Colleagues

College/School Friends,

Colleagues

Other Family Offices

Blockers

Friends (Frugal), Parents

Partner, Parents

Patriarchs

Financial

Aspirations

1. Wealth Creation
2. Make money quickly
3. Build Passive Income
4. Want to not work for money

1. Wealth Creation for next gen
2. Build Passive Income
3. Medium Risky assets

1. Wealth creation for next gen
2. Earn higher returns on the portfolio
   but can not lose the principal

Pain Points

1. Limited investing opportunities

besides equity markets

2. Want to invest in Fixed income

securities but only have Fixed

Deposits to invest which yield low

returns (barely) beat inflation

3. Have high risk taking appetite
   but don't have a platform through
   which they can invest
4. Looking for avenues to build

Passive Income

5. Financial investments are tricky
   to understand. Requires a lot of
   effort and hence, prefer seeking
   advise from family/friends

1. Limited investing opportunities

besides equity markets

2. Want to invest in Fixed income

securities but only have Fixed

Deposits to invest which yield low

returns (barely) beat inflation

3. Looking for avenues to build

Passive Income

Hates paper work. Finds it
difficult to track investments.
Requires a lot of effort and
hence, prefer seeking advise
from family/friends

1. Broken and Opaque Experience

Traditionally, driven by Bankers,

experience is fragmented and

opaque, monitoring, and exiting

fixed-income instruments.

2. Illiquid Alternative Investments

Investment in Alternate Investments

exposure, is primarily through

PE/VC - often suffer from illiquidity,

opacity and difficulty in driving exits.

​

3. Cashflow Challenges

Despite FOs having large corpuses,

investments in traditional asset

classes, such as equity and

commodities, can create

cashflow issues for FOs

How do they

invest?

1. Fin-fluencers
2. Friends
3. Colleagues
4. Family (Parents)
5. Independent Research

1. CA
2. Fin-fluencers
3. Wealth Manager
4. Colleagues
5. Friends
6. Brokerage: Research Reports
7. CNBC / Zee Businesss

1. In-House Investment Team
2. Cocktail Conversations
3. Independent Research: Newsletters
4. Friends
5. Wealth Manager
6. Treasury head of business
7. Brokerage: Research Reports
8. CNBC / Zee Businesss

JBTD

Primary - Earn higher returns on the

investment

​

Secondary - Build passive income

& Increase diversification of portfolio

Primary - Earn higher returns on the

investment

​

Secondary - Build passive income

& Increase diversification of portfolio

Primary - Earn higher risk adjusted

returns on the portfolio

​

Secondary - Solve for cashflow

needs

#Investment / year

40

10

3

INR Investment / year

>20,00,000

5,00,000 - 20,00,000

< 2,00,000

INR Avg ticket size of investment

1,00,000

75,000

10,000

Define - Segmentation

type of user

Casual user

Goal of the campaign

Encourage user to explore and evaluate more

opportunities (Casual user to Core/Power User)

Breadth / Depth /

Frequency

Breadth

User Behaviour

• Logs in for < 2 sessions a month
• Historically invested but by spending very
  less time on the app
• Does not open all opportunities

Marketing pitch?

Hey Hey! Did you miss checking out Captain

Fresh offering 15% return for a tenure of 60 Days?

Offer

Notification to the user to look at the

opportunities that they missed evaluating

Channel

App Notification and Email

Frequency and Timing

Every time user logs out from a session for

3 months

Success Metric

Increased "Browsed to Invest Now" ratio

Rational

User is not spending enough time on the platform

but the user has transacted. Owing to low attention,

the user might get distracted and hence, not invest.

Define - Segmentation

type of user

Casual user

Goal of the campaign

Webinar explaining the deals on the platform

(Casual user to Core/Power User)

Breadth / Depth /

Frequency

Depth

User Behaviour

• User has an inclination to invest but finds the
  process complex
• Some types of securities are very new and
  user doesn't know how to evaluate
• User has explored the documents of the deal
  but hasn't invested yet

Marketing pitch?

Want to learn more about Captain Fresh and the

Corporate Bond instrument? Come join us for an

exclusive webinar on June 29 at 10am to learn more.

Offer

Notification to the user to look at the

opportunities that they missed evaluating

Channel

App Notification and Email

Frequency and Timing

3 times a week:

1st: Monday at 3.00pm

2nd: Thursday at 3.30pm

3rd: Saturday at 3.00pm

Success Metric

• #Users registered for the webinar
• #Users attended the webinar
• #Users engaged with webinar (Comments & Poll)
• #Users invested

Rational

User is interested in investing with the platform but

finds it difficult to evaluate. The users has doubts and

questions about the deals and doesn't have enough

information to invest. With a Webinar, the user can

understand the opportunity and get questions answered

Define - Segmentation

type of user

Core User

Breadth / Depth /

Frequency

Depth

Goal of the campaign

Having a dedicated Senior RM to core user

(Core user to Power User)

User Behaviour

• User has made a few investments with the platform and
  have made good returns with the platform
• They have either only invested in safer corporate bonds
  or very risky assets.
• They need hand-holding in expanding this portfolio

Marketing pitch?

We value your commitment to Jiraaf's platform and are
pleased to announce an exciting upgrade to
enhance your investing journey on our platform.

To provide you with more personalised support and
guidance, we are introducing a dedicated Relationship
Manager (RM) for your account.

Your RM will be available to assist you with tailored
investment advice, portfolio management, and any
inquiries you may have.

Offer

A designated senior RM that will stay in touch with the

user and deeply understand their financial needs. Basis

the risk appetite, liquidity constraints and tenure comfort,

the RM will assist in a tailored Investment Plan.

Channel

Whatsapp by RM and Email

Frequency and Timing

Once a Quarter as per the Power User's availability

Success Metric

• AUM / User
• AUM retention
• Time spent on the platform
• #Opening/Delivery ratio of the CTA on emails /
  Notification

Rational

User has had comfort in investing and trusts the Jiraaf

Platform. Having an RM for the user will solve for the
Personal and Functional JBTD of the user. Having an
RM will help them in improving the investing experience
with curated investment advise.

Define - Segmentation

type of user

Casual user

​Breadth / Depth /

Frequency

Frequency

Goal of the

campaign

Webinar explaining the deals on the platform

(Casual user to Core/Power User)

User Behaviour

• User has an inclination to invest but finds the
  investing process complex
• Trust for the user has not been established. This type
  of investing is new for the user
• User doesn't know how to explore the platform
  and evaluate deals

Marketing pitch?

Did you know that you could generate greater returns

alongside Equity and Gold by reducing risk on your

portfolio? Come join us for an exclusive webinar with

the founders of Jiraaf on June 29 at 10am to learn more.

Offer

A free exclusive webinar for the user to get a chance

to learn about investing

Channel

App Notification and Email. Alert-box on the app

Frequency and

Timing

Webinar to happen once a month on First Saturday at 11am.

​

Notifications: 2 times a week:

1st: Monday at 4.00pm

2nd: Thursday at 4.30pm

Success Metric

• #Users registered for the webinar
• #Users attended the webinar
• #Users engaged with webinar (Comments & Poll)
• #Users invested

Rational

User is interested in investing with the platform but does

not know how to invest in fixed income securities. Trust needs

to establish for the user. By getting a chance to speak to the

founders of Jiraaf, trust gets established and the user gets

an opportunity to learn about Fixed Income investing.

Define - Segmentation

type of user

Power user

​Breadth / Depth /

Frequency

Depth

Goal of the

campaign

Appease the Power user and enable them to invite 2 (referral)

User Behaviour

• User is a power user and is frequently investing with the
  platform
• User is trying to meet likeminded folks and network
• User wants to introduce Jiraaf to their friends and want to
  look and feel "valued" / "cool"

Marketing pitch?

We are delighted to invite you to an exclusive networking
event for our top investors. Join us for an evening of
insightful discussions and connections.

Date: [Event Date]
Time: [Event Time]
Venue: [Event Venue]

You are welcome to bring up to two guests with you.

We look forward to seeing you there!

Offer

Networking event.

Channel

Whatsapp and Email. RM Call (if not RSVPd)

Frequency and

Timing

Networking event once in 6 months

Success Metric

• Ratio of Users/Invitees registered for the event
• #Users registered for the event
• #Users attending events
• #Guests (Referrals) being RSVPd
• Investment by Referral to the platform

Rational

User is a power user and has frequently invested with the
Jiraaf platform. The user wants to meet with like-minded

folks coming from a similar socio-economic class. The

user also has friends and want to introduce their friends

to the Jiraaf platform. Inviting in a networking event will solve
for their Social JBTD and potentially, bring in high quality

referrals.

Not enough opportunities

to invest

Voluntary

• Trying going down on the app
  to look for investments

Default on investment

Voluntary

• Support tickets
• Negative conversations with RM
• Bad reviews on Google/iOS store
  / Play store

Minimum ticket size for

investment is high

Voluntary

• Spending time evaluating
  opportunities without investing
• Historically invested in lower
  ticket size transactions

Started investing with

Competitor

Voluntary

• Highlighted to RM that the
  competitor have better
  product mix

Bad/complex experience

of investing

Voluntary

• Browsed multiple investment
  opportunities and evaluated
  but dropped off

Better returns in other

asset classes

Voluntary

• Reduced session time and
  reduced # sessions

Bad experience with RM

Voluntary

• Support tickets & mails

Death

Involuntary

• > 85% reduction in activity
• No response to RM calls

Loss of Job

Involuntary

• Reduced activity on the app
• Explaining to RM

Context

Default has happened for the user

Goal of the campaign

Rebuild the trust with the user

Focus ICP

All ICPs

Marketing pitch?

We regret to inform you that one of the securities on our

platform has defaulted. We understand the concern and

frustration this may cause and deeply apologize for the

inconvenience.

In our commitment to transparency and

support, we are hosting a webinar where our CEO will

address the situation in detail, share the learnings, and

discuss the steps we are taking to prevent such

occurrences in the future.

Offer

Get the CEO of Jiraaf to address the users that lost

money

Channel

Email and Whatsapp

Frequency and Timing

Proactively communicate whenever a default happens.

Success Metric

INR and # of Investments

Rational

User is disappointed as they lost money. Proactive

communication and taking questions from the users

instills a sense of sincerity.

Context

Users believe that earning potential is higher by just

investing in Equity / Commodity markets. They are

unaware of the portfolio risk by over-indexing on

just one asset

Goal of the campaign

Educate the user about:

1. Perils of over-indexing on one asset class
2. How to build a Portfolio to earn higher risk adjusted
   returns

Focus ICP

All ICPs

Marketing pitch?

Are you at risk by just investing in equity markets?

Offer

Free exclusive webinar on building a portfolio being

led by a leading CIO of a Prominent Family Office

Channel

App, Whatsapp and Mail

Frequency and Timing

Once a Quarter

Success Metric

• #Registrations and Registration:Invite Ratio
• INR and # of Investments for those that attended
  the webinar
  

Rational

User is unaware on the risks of over-indexing on

one asset class. This has substantial risk to the

portfolio and the webinar should seek to play on to

this fear of losing capital. By proposing a solution

to educate the user on building a portfolio.

Context

Opportunities to Invest have high ticket size which is

not feasible for the user

Focus ICP

ICP 1: Young Adult

Goal of the campaign

1. Get the user to invest in the securities
2. Explore the platform for more opportunities

Marketing pitch?

Invest as low as INR 1,000 and earn 15%

Offer

Opportunity to invest for a very limited time!

Channel

App and Whatsapp

Frequency and Timing

• Two notifications on App
• One message on Whatsapp

Success Metric

INR and # of Investments

Rational

User is disappointed as they lost money. Proactive

communication and taking questions from the users

instills a sense of sincerity.

Context

The user downloaded the app but wasn't able to

navigate and understand the process of investing.

The investment documents had a lot of documents

with jargons.

Focus ICP

ICP 1 and ICP 2

Goal of the campaign

Get the user to understand the investing process

Marketing pitch?

Confused much? Don't worry bud, we got you!

Click here to block a 10 min call with your RM now.

Offer

Speak to a RM to help you with investing. Jiraaf

invests 0.5% on behalf of the user when on phone.

This will increase the return for the user.

Channel

App and Whatsapp

Frequency and Timing

• Two notifications on App
• One message on Whatsapp

Success Metric

• Avg time / sessions and # sessions
• INR and # of Investments

Rational

User is confused and unaware about Fixed Income

Investing. Education in the form of FAQs or reaching

out to an RM should help them.

Context

The user is investing with competitor

Focus ICP

All ICPs

Goal of the campaign

Get the user to start investing with Jiraaf

Marketing pitch?

We miss you! Enjoy 0% fees for 6 months with us.

Come back and grow with Jiraaf!

Offer

Offer investing for no charges for the next 6 months

Channel

App and Whatsapp

Frequency and Timing

1. Weekly: Once a week on Friday in the afternoon
   between 3 and 5 pm
2. Do it for 4 weeks
3. Start from 1st / 2nd week of the month

Success Metric

INR and # of Investments

Rational

No cost will make it attractive for the user to invest

with Jiraaf since it will make the returns effectively

higher.