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)

Let’s begin

It's time to kickstart the project by taking a crack at building your Elevator pitch.

(Think of this as an introduction to your product- make it remarkable!)

Have you ever wondered about having a credit card where you can enjoy almost 5x rewards without paying any joining or annual fee? Welcome - OneCard! The all-metal credit card is free for you to have a lifetime of swag. Our unique value proposition is that we do not limit extra rewards earnings but provide 5x rewards on the top 2 spend categories. Unlike traditional credit cards, where you need to apply manually and activate the card post-delivery, we have a complete digital onboarding process.

We have also got you covered in all your international trips with just a 1% forex mark-up fee. Join our family of 50,000+ users and be a part of our journey to revolutionize the credit card ecosystem. With an average Play Store rating of 4.5 star, we are successfully serving 500,000 customers throughout India. Visit getonecard.app to apply for your custom metal credit card.

(Let's begin by doing a basic competitor analysis)

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Trends - GenZ has a great adoption rate of metal credit cards because of maintaining their style statement

Tailwinds - Government is actively promoting Rupay credit cards by incentivizing users

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU) - 101 million credit card users X 500 = INR 50,500,000,000
SAM = TAM x Target Market Segment (percentage of the total market) = 10 million x 500 = INR 5,000,000,000
SOM = SAM x Market Penetration/Share = 5% of 5,000,000,000 = INR 250000000

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

Understanding your ICP

(There are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them)

B2C Table

B2B Table:

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We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use this ICP prioritization table)

Basis the above analysis, we should focus more on ICP 1 and ICP 4.

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)​

​Understanding Core Value Proposition

(Build your core value proposition by exactly what your product does and what problem are you solving)

For credit card users who want to have a

• Metal card to boast among friends 
• Digital onboarding process
• Zero joining, annual and rewards redemption fees
• 1% forex mark-up fee
• 1 Reward Point on every Rs. 50 spent
• 5X Reward Points on the top 2 spend categories every month
• 1% fuel surcharge waiver of up to Rs. 400 per month
• Transparent pricing 
• Points on EMI transactions

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

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Content Loop

(Keep it simple and get the basics right)

Step 1 → Nail down your content creator, content distributor, and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.

Step 1

Step 2

We will prioritise Content Loop 2 due to ease of discovery, virality, interest fulfillment, and build brand identity among existing and potential credit cards

The Content Loop

The Content Loop Details

• Content Creator:
  
  OneCard experts have extensive knowledge of personal finance and the understanding of Gen Z's zeel to own a metal credit card. Their experts also understand the problems that existing credit card holders and potential users face. Consequently, they post reels/ carrousel/ static images on Instagram focusing on having a metal credit card, personal finance, and how judicious use of credit cards, particularly OneCard credit cards, can help them earn reward points, which they can seamlessly utilize to make other transactions at 0 or discounted rates.
  
• Content Distributer - OneCard
  OneCard hosts all of its content on its Instagram handle. They have 244 posts on personal finance, using premium metal credit cards, and credit card comparisons.
  They also have a highlights section that relates to having an impact on lifestyle by owning a metal card. This increases the time spent on their Instagram handle. Once the user finds the content useful, they develop a sense of trust and eventually become comfortable with using OneCard.
  
• Distribution Channel - Instagram feed/ story
  OneCard's content appears on the Insta feed and story of the audiences interested in finance, making it easier for them to get visibility. At the same time, all posts can be shared via WhatsApp, or social media DM’s to their friends and family where they see the content to be useful in terms of knowledge sharing or discussion. This further increases the reach of the content loop created on OneCard.

Step 3 -> Key Metrics to Measure

• Share of voice
• Frequency of OneTag Hashtags used
• Engagement on Posts - Comment or Share
• New Followers
• New Sign ups from social media
• New Activations

(Understand, where does organic intent for your product begins?)

​

Step 1 → Identify complementary products used by your ICP

• Make My Trip
• Swiggy
• Shopify
  
  Step 2 → Use the selection framework
  

Step 3 → Collaborate with necessary stakeholders

1. Product Owners
2. Engineering Leads
3. CEO/ CTOs
   
   Step 4 → Map the customer journey
   
   1. MMT users -> MMT for flight booking -> OneCard has lucrative offers on both domestic/ international flight ticket booking -> downloads OnecardApp and applies for the card (acquisition) -> Gets the card delivered in 72 hours -> MMT -> Flight ticket booking
   
   
   
   
   2. Swiggy Users -> Swiggy for ordering dinner -> OneCard has delivery free for its users -> User finds the offer lucrative -> Orders the dinner through another card -> Downloads the app and applies for the card (discovery) -> Gets the card delivered in 72 hours -> Always Orders food from Swiggy only through OneCard.
   
   
   
   3. Spotify Users -> Spotify -> OneCard has a one-month free Shopify subscription for new users and 10% less on recurring-> User finds the offer lucrative -> -> downloads OnecardApp and applies for the card (acquisition) -> Gets the card delivered in 72 hours -> Spotify -> Avails the one-month free membership offer -> Pays for Spotify in the coming months only through OneCard.
   
   
   
   
   Step 5 → Design the wireframe with the new integration
   
   
   Step 3 → Run pilot tests before launching
   
   1. Product capability
   2. Integration
   3. User journey
   4. User Feedback
   5. UI/ UX
   Step 3 → Measure post-integration metrics

• Platform glitch (if any)
• Total users acquired
• Number of new users acquired every month
• Total revenue generated
• Revenue generated each month
• Average revenue generated from each user
• LTV of each user
• Market sentiments post integration

​

(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

​

Step 1 → Flesh out the referral/partner program
Step 2 → Draw raw frames on a piece of paper to get the gist.​

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)​

​

​we hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!

Step 1 -> Designing the referral program

• The cardholder has to refer his/ her friend and relative through ‘Refer a friend section’ using the OneCard app.
• The referrer will get 2,000 reward points after one successful transaction made by the referee through his/ her OneCard credit card account. A referral will be considered successful only when the referee does one complete transaction.
• The referrer has to enter the existing credit card number while referring the referee, else no reward points will be credited to his/ her card account.

Step 2 -> Identifying Customer Touchpoints

Screen #1

Here's the first touchpoint where the user gets to know about the value proposition of the card

Screen 2#

Here the user knows about the smart app that powers the card

Screen 3#

Here the user knows about the 5X personalised rewards

Screen 4#

Screen 5#

Here the user needs to complete the application process. She/ he can enter the referral code if applicable.

Screen 6#

Screen 7#

Here the user completes the verification process

Screen 8#

Here the user completes the KYC process.

Step 3 -> Defining brag-worthy element

• Metal credit card
• OneCard offers 5X rewards on the Top 2 spend categories. Points are credited instantly and never expire

Step 4 -> Defining Platform Currency

Easy to redeem 2000 reward points on every successful referral, irrespective of category. The reward points can be encashed at the OneCard store.

Step 5 -> Who to ask for a referral?

The referral process starts with anyone who has either completed 10 transactions or has been using the credit for a month and has rated it 4 or 5 stars in the app or third-party platforms.

Step 6 -> Referral Discovery

• In-app notification
• Push notification
• Text message
• Whatsapp
• Email
• Phone Call from the Customer Success team

Step 7 -> Referral Sharing

• Word of Mouth
• Whatsapp
• Phone calls with friends/ relatives
• Instagram

Step 8 -> Tracking referrals

Whenever the referee signs up, the sign-up page will have a section to add the referral code. This way, every time someone signs up through a particular referral code, it will be easy to track.

The referrer can track the lifecycle stage by simply entering the referral code, viz. whether the referee -

1. Signed up
2. Application status
3. Approval Status
4. Delivery Status
5. Transaction made.
   
   

Step 9 -> Encouraging Continuous Referrals

Here's how we can increase the average referral per person -

1. The referrer will get 2,000 reward points after one successful transaction made by the referee
2. 10 successful referrals, which is 20,000 reward points -> Free family lunch/ dinner (for 4) at a premium restaurant in the city.
3. 50 successful referrals, which is 100,000 reward points -> Free stay for 3-days-2 nights at a 5-star hotel (family of 4).
4. 100 successful referrals, which is 200000 reward points -> Free vacation anywhere in India for 5-day-4 nights (family of 4).
   
   Happy User Story

Geetanjali had been a loyal OneCard credit card holder for over a month. She loves owning a metal credit card and encashing 5x rewards on her top spends, and she couldn't wait to share it with her colleagues.

When she saw her colleague Osheen using a plastic credit card and way fewer reward points, Geetanjali wanted her to tell Osheen about her exciting new OneCard metal credit card. She referred her to OneCard, knowing that the Metal card with exciting reward point options would make a big difference.

Osheen liked the gift and quickly made her first online purchase. The experience was so comfortable and hassle-free that she became a regular user of the card. Geetanjali was happy to have helped Ruhani, but she also felt good about earning 5x reward points every month from her top spends. This will further encourage Osheen to share the card with her friends.

Step 10 -> Metrics to Measure

• No. of new users from a referral in a month
• Incremental users from a referral in a month
• Revenue from referral
• LTV from referral -> This is important because if this is not tracked it might lead to referral fraud