Section I: Crafting the core value prop

Step 1: Understand the product

Pocketly offers instant personal loans to tech savvy young Indians who are either salaried or self-employed through a quick, paperless process. The core benefit is fast disbursal of funds ranging from ₹500 to ₹50,000, providing immediate access to cash with flexible repayment options at competitive interest rates. It caters to youngsters who find traditional loan processes cumbersome!

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Pocketly solves the following key problems for young, tech savvy Indians needing quick small loans:

• Lengthy Application Processes (I hate long loan application processes)
• Slow Traditional Loan Disbursals (Waiting for cash is so frustrating)
• Low Credit Access for young professionals (Without credit history, getting loan is really tough)
• Inflexible Repayment Options & High-Interest Rates (I need flexible repayment & loan options)
• Lack of Access to Emergency Funds (I need quick funds without long paperwork or queues)

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• Instant Loan Approval with Super Fast Disbursal
• Accessibility Even to Self-employed Individuals
• Flexible Repayment Options
• Competitive Interest Rates compared to traditional sources like credit card loans

In India, tech savvy individuals earning a basic income with Aadhaar and PAN cards can access instant credit through several means:

• Pre-approved Personal Loans: Offered by banks and NBFCs with minimal documentation
• Credit Card EMIs: Convert purchases into EMIs for easier repayment
• Buy Now, Pay Later (BNPL): Services like Simpl, LazyPay
• Digital Lending Platforms: Apps like KreditBee, MoneyTap, and EarlySalary

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• • "While platforms like KreditBee, MoneyTap, and EarlySalary also provide quick loans, Pocketly focuses on ultra-short loan tenures (1-4 months) and flexible repayment options, catering particularly to urgent financial needs and providing a user-friendly experience

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• Peer-to-Peer Lending: Platforms like Faircent and LenDenClub

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• • Unlike Peer-to-Peer lending platforms which match borrowers with individual lenders and may involve longer approval times, Pocketly provides immediate funds directly through its app. No intermediary, faster access to cash

STEP 2: Define Job to Be Done of the Brand

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Therefore, Pocketly is a new product in an existing category of personal loan apps. With huge inbound interest for such platforms, the jobs to be done for a brand like Pocketly are to solve for:

• distinctiveness
• preference
• trust

STEP 3: Understanding the User (ICPs)

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Step 4: Articulating the Core Value Prop

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Section II : Find the brand wedge

Step 1: Answer 5 core questions

• Cumbersome Processes: Traditional lending is lengthy and has extensive paperwork
• Slow Disbursal: Delay in loan approval and disbursal is a significant pain point
• Lack of Transparency: Hidden fees and unclear terms create mistrust among users

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• Urgent Financial Needs but Low CIBIL: Users need quick access to small amounts, but may not have necessary CIBIL scores to get loans from banks
• Application elsewhere is complex & time consuming
• Repayment options are rigid, causing stress to young, early career professionals, freelancers!

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• Transparency: Clear and upfront communication about loan terms, fees, and conditions
• Speed: Fast approval and disbursal of loans, preferably within minutes
• Simplicity: An easy process with minimal documentation is preferred

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• Interest Rates: Users might tolerate slightly higher interest rates if the process is faster
• Loan Amounts: Users are flexible with the exact amount permitted for borrowing

• Manage their financial needs with quick credit
• Find a trustworthy lender who understand their needs & won't create trouble
• Convenience in application process and Flexibility in repayment

Step 2: Define your brand wedge

Step 3: How will the brand look?

Translation to Design Elements:

• Logos: Minimalist design, clean lines, contemporary fonts
• Type: Sans-serif fonts that are easy to read and modern
• Illustrations: Simple, relatable, and friendly graphics
• Iconography: Intuitive icons that guide the user effortlessly

Step 4: How will the brand speak?

• VOICE: Friendly, supportive, and informative
• TONE: Positive, and reassuring
• WRITING STYLE: Clear, direct, and engaging

Step 5: How will the brand behave?

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Pocketly's brand footprint is designed to resonate with young Indians seeking quick, small loans by ensuring the

• brand looks modern and sleek
• speaks in an approachable and clear manner
• and behaves in a responsive and reliable way

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This approach builds distinctiveness, preference, and trust among the target audience.

Impact of Suggested Behaviour:

• Distinctiveness: Being highly responsive and reliable, Pocketly stands out from traditional lending platforms.
• Preference: User-friendly policies and a supportive approach create a preference for Pocketly over competitors.
• Trust: Consistent and transparent interactions throughout the lending journey build long-term trust with users.

Section III: Apply brand on & off the product

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Step 1: Screenshots

From the screenshots, it is evident that while Pocketly is mostly responsive and reliable, it can improve on clarity in policies and friendliness in communication. Moreover, it must behave less intrusively. This will help build distinctiveness, preference, and trust among users.

Step 2: Apply the brand footprint to the visual design across every single touchpoint.

I am modern and sleek, but I am not complicated.

Step 3: Apply the brand footprint to changing copy across every single touchpoint.

I am approachable and clear, but I am not overly casual.​

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Step 4: Apply the brand footprint to how the brand behaves with its users.

I am responsive and dependable, but I am not intrusive.​

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