User type

Frequency

Casual users

2-3 times a month 

Core users

1-3 times a week

Power users

5 times a week

Criteria

ICP 1

ICP 2 

ICP 3

Name

Harish

Riya

Mahesh

Age group

16-22

21-25

25-40

Life stage

Students (Currently studying

Early-stage career professionals

Mid-stage career professionals, Businessmen, etc

Education

Undergraduate degree

Undergraduate/Post graduate degree

Undergraduate/Post graduate degree

Interest in the world of finance

4/5

3.5/5

3.5/5

Consumption of financial knowledge 

Frequently consumed, Aspire to invest and trade early, exposure to finance at all levels

Regular consumer of podcasts, reels, YouTube on “How to’s” on financial goals

Has been exposed to financial instruments, has invested in 1-2 instruments, TV channels, social groups, online groups

Exposure to financial instruments

Nil/Savings bank/Equity markets

FD/RDs/MFs/Equity markets/Bonds

FD/RDs/MFs, Equity Markets/F&O/Real estate/Other instruments

Current funds to deploy into instruments

5,000 - 10,000

10,000 - 18,000

20,000 - 50,000

JTBD of persona

To be able to understand and start trading the right way

To be able to start trading on their own and see first-hand returns

To be able to place the right trade for higher returns, to be part of a regulated trading groups

App usage frequency

High-Medium

High-Medium

Medium

Top sections utilised

Stockgro Academy, Virtual trading competitions

Virtual trading competitions, Advisory section, Social section

Advisory section (Trade calls), Social section, Virtual trading competitions

Receny of the app

Yesterday

Day before yesterday 

3-4 days back

Gaming apps utilisation 

High

Low

Low

Learning app utilisation

High

Medium

Low

Fintech/Advisory/Stocktips apps utilisation

Low

Medium

High

Stockro plus subscribers

Low

Medium

High

Top 3 apps that they use

Instagram, Whatsapp, Snapchat, Swiggy/Zomato

Instagram, WhatsApp, Urban Co., Ola/Uber, Moneycontrol, ET Money

Instagram,Facebook, Ola/Uber, Big Basket, Urbanco, Zerodha/Groww, Paytm money

Top 3 non-conventional apps that they use (Finance/Gaming/Learning)

Zerodha Varsity, PUBG, Magicpin, Duolingo, Unacademy, 

ET Money, Moneycontrol, Ticker tape, Duolingo, 2048 game, The Ken

Telegram groups,  Candy crush, Economic times app, TOI app

Top investment apps

Groww, Paytm money

Zerodha, Paytm money

Zerodha, ICICI securities, Paytm money, Motilal Oswal

Any finance analytics and research apps

None

ET Money, Money control, Ticker tape

Moneycontrol, Tijori

App usage(Hours in a week)

3 - 5 hours 

2 - 3 hours

1 hour

Favourite features

Virtual trading

Virtual trading

Community advisors

Other sources providing similar value proposition consumption

Zerodha varsity, Learn app (Zeroro01), Youtube - Fininfluencers

Fin-influencers, Stock market courses, 

TV channels (CNBC, Moneycontrol, ET Money), Financial WA/Telegram groups/ Mature Fin influencers

Framework type

Selected

Key metrics to track

Reason

Frequency 

Primary

Number of times user visits the app x Virtual trading competition participation x advisor interaction

The core value proposition lies with the user visiting the app frequently to check the market movement, absorb advisor stock picks and action on the same
Frequency of the same will develop a habit towards actual trading and checks on portfolio

Breadth

Secondary

Core actions are taken each section x frequency of usage

The SG ecosystem has created three major sections complementary to the other
Study section >> Action section >> Advisory section

Value proposition gets stronger with usage of at least 1 or more products

Depth

Tertiary

Time spent on the app does not correlate to value prop, a power user can spend 5 minutes on the app and derive the utmost value from the app

Ex- A power user follows an intraday trade call, places an order, and reviews the results by EOD

User type

Frequency

Depth

Breadth

Casual users

2-3 times a month 

2-4 hours/month

Virtual trading platform

Core users

1-3 times a week

1-2 hours/week

Virtual trading platform, active on social section, subscribed to one of the plans, follows advisor

Power users

5 times a week

3+ hours/week

Virtual trading, subscribed to the highest tier subscription, follows and executes orders from advisors and community, fosters a community of their own

ICP type/Frequency type

Casual User (CAU)

Power User (POU)

Core User (COU)

ICP 1 

Young user who just gotten introduced to the stock market uses Stockgro Academy and virtual trading competitions

Young users who trade in competitions and engage in social section

Young power user, utilises Knows equity and derivatives market, subscribed to packs, competes with users for top position, very active on socials

ICP 2 

Young professional who just got her/his salary wants to learn and invest

Occasional users of virtual trading platform

Young professional has invested in SIPs but wants to invest in the stock market directly, they follow advisors, frequent on 

Young professional has been trading from a young age, wants tips on Intraday trading follows advisors and utilises virtual trading to test strategies 

ICP 3

Mid career professional wants to start trading 

Mid-career professional exposed SIPs stock market, needs better advice on stock picks 

Mid career professional, frequent trader, utilises top subscription, follows advisors and trade calls very closely

Engagement campaign

Hypothesis

Type of user

Goal of the campaign

Pitch / Content

Channel

Offer

Fequency

Timing

Success metric

Why will it work ?

Flow

Tier based competition

Core users are utilising the app 1-3 times a week, showcasing locked competitions that will be unlocked upon playing 5 or more competitions, thereby increasing the frequency of play and participation in the app

Core user

Increase the usage and enrollments of prepzones (Virtual trading competitions)

Levelup with Stockgro:

Unlock higher levels and compete with the India's best traders, see how the top traders are doing, showcase your trading skills and see

Feature it in app, showcase it as a locked section

Push notification

Whatsapp comms

Traders Bronze arena - Free entry - Enroll right now

Tarders Silver arena - 2 competitions away

Traders Gold arena - 10 competitions away

Traders Diamond arena - Virtual portfolio +45%

Weekly 3 times

When the markets start at the beginning of each week, Mid week post market ends, end of the week when markets end

Number of prep zones participated per week

Power users will be showcased the top traders, trade in a different competition, power users wants to see how the top traders are doing and compete with them, how can he/she get their, unlock the levels by playing more competitions

Power users will be showcased it in prepzone section, upon clicking on information +1 hour send a PN stating that bronze section is opened up for a limited time enroll now

Send a PN +1 day to tell the user that bronze section is closing in a couple of minutes

Send WA message to showcase that bronze section is full and try it next week competition

Personalised advisory services

Users who receive personalised investment advice and insights are more likely to engage consistently, improve their trading and transition to power users.

Casual user

Improve engagement by offering tailored advice that helps users improve their trading acumen and achieve better ROI

Tailored advice just for you:

Confused? I dont know where to start? If this is you, we have good news, you can now book a free 1:1 session with our advisor for the best practices, real time market advice from credible advisors

Push Notifications

Email

Social media

In app placement

Free Trial: First month of personalised advisory services free for new users

Discounts: Exclusive discounts on subscription for early adopters

Weekly 3 times

Beginning of each trading week, mid week follow up and end of the trading week

Number of users actively using the free advisory services

Casual users transitioning into Power users

Personalised advice meets each users exact needs, delivering direct benefits to their trading performance and real portfolio change that will lead to delivery of value proposition being very high

Send market updates and personalisation advice based on users stock picks or portfolio performance, showcase that an expert is just a click away

Users with negative portfolio with more than 15+ days should be targetted

Exclusive Webinar, Content, and Trading Tips

Providing excusive webinars, content and trade tips, especially for the beginners who are starting off adds immense value to visit the app frequently to learn and to exercise the same knowledge

Casual user

To educate the beginners to engage with the app using this as a sub product, this will enhance and set context to practice trading and real time feedback

Unlock exclusive webinars, content and trading tips

Join exclusive webinars with top traders, access premium content that simplifies complex trading concepts and receive expert tips directly to your inbox for confident market trading

Push Notifications

Email

Social media

In app placement

Exclusive live and recorded webinars by top traders and advisors

Premium content: Traders cheat sheet to get started

Personalised trading tips based on preferred trading style

Weekly 2

When the user signs up to the platform D1 and D4

Number of users actively registering for the webinar, accessing cheat sheets and reading emails

New casual users are overwhelmed with the stockmarket and the nuances, they come in through a different emotion and get demotivated if they cant navigate or understand

A curated helping (Actionable knowledge and confidence boost) will get them to visit the app again and again to motivate them to palce trades, follow advisors and implement trade ideas

Users who just signed up on the app who showcases low activity should be targetted at D1 and D4 via push, whatsapp and email

Exclusive Invite-Only Options Trading Competitions

Organising exclusive - invite-only options trading competitions will increase engagement among power users by offering them a competitive environment that challenges their skills and fosters a sense of exclusivity and achievement via leaderboards

Power-user

Advanced traders who are well versed with options trading get an arena to showcase and practice their options strategy with other experienced players + Understand the competitors portfilio

Exclusive arena for options traders:

Showcase your skills and trade prowess in this invite only options trading competition, compete for BANKIFTY expiry to see hows on top of the leaderboard, top 5 winner portfolio actions will be showcased

Push Notifications

In app placement

Exclusive invite for options trading arena valid for only 3 days

Weekly once

D-1 before the contract opens up

Number of core users acitvely enrolling into the competition, premium subscription count

Option traders are fewer in the market and very limited exclusive set trade in options, mostly power users of the app trade in options, an exclusive invite to push the users partcipate and compete with the other option traders gives them an opprtunity to mend their skills before the public markets and also an opportunity to see the trading moves of the top 5

Eligible power users who are sent push notifications, email invites and whatsapp notification will be notified D-1 when the new contracts open up for next week expiry

Real-Time Market News and Events for Stocks in User’s Portfolio

This is an age-old feature used by analytical platforms Ticker tape, Tijori and ET Money to inform the user about stock movements, market movement and news related to the shortlisted stock or stocks in a users portfolio for quick action

Power-user

To keep users actively engaged with their portfolios by providing timely, relevant news and events, helping them make informed decisions and react quickly to market changes

Stay ahead with real-time news on your portfolio stocks:

Receive real-time alerts on market-moving news, earnings, and events impacting your investments. Stay informed and optimize your trades

Push notifications

Whatsapp

Free market updates - Subscribe now to make real time informed decisions and seize the opportunity

Daily 2 times - Market days

Market closure, based on events, price change, market movements etc

User freuqency of the app visits to check on the portfolio numbers

Analytical apps have already proven high enagement rates via market news, updates, stock change as the user wants to be informed about price movement up/down and opportunity for action

Power users will be offered this service upon agreeing to receive active notifications on PN and Whatsapp

Day

Fin-edtech (gamified learning)

Modified retention for ICP 1

Modified retention for ICP 2

Modified retention for ICP 3

Average combined retention

1

25%

30%

40%

30%

33.3%

3

18%

28%

35%

28%

30.3%

7

14%

22%

28%

22%

24.0%

14

10%

18%

15%

18%

17.0%

28

8%

10%

6%

12%

15.0%

30

8%

5%

4%

8%

12.0%

60

6%

1%

3%

6%

10.0%

90

5%

1%

2%

2%

6.0%

Reasons

Type

Explanation

Negative Actions

Lack of immediate value

Voluntary

Users need to get to the aha moment faster if the competition or advisor are days away the users initial motivation is lost

- Lower participation in trading competition

- Lack of exploration and discovery

- Low time spent on the app

Personalisation track

Voluntary

The app offers three major sections - Learning, Practice and Advisory - a new user tends to get lost and start discovering mature areas - This has been covered in onboarding

- Time spent by new user is lower than a average new user

- User dosent use the app more than 2 times

User is losing constantly and demotivated

Voluntary

Users set out to trade on their own and loses money from their virtual portfolio, user is demotivated to continue assuming he/she not on the right track

- Lower prepzone participation

- Lower enrollment into prepzones

- Active user to passive user

- Power user to Casual user bucket

Withdrawal issues

Voluntary

The app has platform currency that can be redeemed against merchandise or cash, there have been many instances where users have complained on social with the withdrawal issue

- Customer support tickets

- Reviews on playstore/app store

- Correlation between tickets raised and time spent on the app

Lack of interactions in the wait period

Voluntary

When a user enrolls into a trading competition that D+7 days the user dosent have anything else to interact with in the app, user often forgets or drops off during D0 of the competition

- Drop in activation rate

- Drop in participation rate

- Drop in disovery of other sections

Repeated content from advisors

Voluntary

Advisors post daily market landscape, stock tips and trade calls - that can be consumed very fast, there is a lack of detail content that is missing from the section

- User feedback requesting more insights and deeper content

- User feedback bring in more ratios, metrics for stock evaluation

- Gradual drop in social section participation

- Gradual drop in interaction with the advisor posts

Platform switching for deeper number research

Voluntary

Stockgro offers stock tips with which the user can goto the stock and look for revenue, profit and PE numbers but beyond that the user has to step out of the app to take consume additional information

- User feedback bring in more ratios, metrics for stock evaluation

- Long receny post viewing trade calls and stock tips

- Multiple scrolls in metrics section of the stock

Confident with actual trading

Involuntary

Users is confident to start trading with real money

- Drop in in virtual trading activity

- Drop in app usage frequency (all sections)

- User feedback indicating transition to real trading

Got busy with job/exams/priority changed

Involuntary

Users who often encounter heavy work loads and exams do not come back to the app for a while, this is an observation internally

- Drop in prepzone enrollments

- Drop in social interaction (Enagement per user)

- Sudden drop in active user rates

Found a better value proposition

Involuntary

Many users who we have interviewed have expressed that they are comfortable learning in an online classroom setting with instructors with timelines this enforces their learning well

- Drop stockgro academy learning minutes

- Drop in DAU/MAU

- Userfeedback looking for instructor led courses

Looking for actual trading

Involuntary

Some users get confused assuming that we are a full-blown trading app and are looking to start their trading journey and connect their DEMAT account

- Userfeed back - was looking for actual trading

Not tech savvy / language barrier

Involuntary

Users find the app difficult to navigate due to a lack of technical skills or language support.

- High churn rate among non-tech savvy users

- Low app engagement

- Negative reviews about app complexity

Name of Resurrection Campaign

Segmentation

Goal of the Campaign

Pitch / Content

Channel

Offer

Frequency

Timing

Success Metric

Why will it work?

Reward first actions

Users who became inactive shortly after signing up

To engage dormant users by offering immediate rewards for taking quick actions on the platform right after signing back in

Looks like you havent added any stock in your portfolio, Start your virtual portfolio today and get 1000 SG coins

Whatsapp

Push notifications

Start your virtual portfolio today and get 1000 SG coins

Twice D + 8 and 10 days

D+7 days of sign up and no action

% of dormant users becoming active

In order to push the aha moment faster, we need to add additional incentives that is platform currency to incentivise the user to take the first action

Platform currency unlocks merchandise

Setup a presonalisation track

Users who signed up and dropped off after checking a one section

Put the users in the right track, ICP 1,2 and 3 need different tracks to start with

Hey are you lost?

Let us help you out - Pick here what do you wanna do with Stockgro

- Learn

- Practice

- Advice

Chatbot will lead them to relevant stockgro sections

Whatsapp bot

Setup a whatsapp bot service to ask users to choose from different section, upon clickinng take them to the right relevant section and guide them further with additional follow up messges

Twice D + 8 and 10 days

Post sign up drop off - Whatsapp chatbot selection

D+1 day of follow up

D+2 day of follow up to take action (if they havent)

% of dormant users becoming active

Users often drop off because of discovery and overwhelming feeling, the WhatsApp bot that will ask the user to pick his/her track that will lead the user to the right track

ICP call discovery and has been highlighted in Oboarding

Bring back confidence to trade

Users losing repeatedly and feeling demotivated

Motivate users by showing them winning strategies

Learn winning trade ideas from the best! Access winner portfolios now for a limited time

Push Notification

Free access to academy videos and winner portfolios

Weekly

After a user loses 3 competitions

Increased engagement with educational content

Providing educational resources and success stories will boost user confidence and motivation

Engage them with cheat sheets, stock tips and get ready

Users who enroll into prepzone but drop off on the day of participation

To keep users engaged between enrollment and actual competition day (Addressing gaps)

Check out these top stocks that is about to hit a 52 week

Check out these momentum stocks

Stocks to look forward to in the coming week

Push notification

Whatsapp

Send them curated listed of stocks that have hit 52 week high and about to hit, Curated list of stocks carrying a lot of momentum

Weekly

Start the journey as soon the user enrolls into the prepzone

Comms active
Enrollment - D1 , 2 and 3
Prepzone - -D2, -D1, -D0

Increased activation and participation %

The time between interest expressed and action will often lose out users, many other apps send materials, nudges and reminders of the prepzone days away which naturally increases the curiosity and participation

ex- Growthx - pre reads, videos and resources

Stockgro content curation

Users who have actively complained about lack of content on social section

Users will get deeper insights and stockgro curated market content for deeper market study and insights

Need more? Here is Stockgro weekly digest comprising of all the stock market highlights, updates and market watchers

Push notification

Whatsapp

Email

Send them a weekly digest from Stockgro curated by our in house team, commentary on markets, momentum and positions, collect feedback for improvements

Monthly

When the user is spending less time and engagement in the social section

Increased time spent in the application

Users need a deeper dive on market news, curated news and overall top-line commentary which the advisors sometime may not go into - To keep the app time high Stockgro will introduce more curated reading content to keep the users going to different apps