call levels company challenge

Introduction

10 Seconds $70,000 170 Million

Why should Call Levels enter the Hong Kong market?

Male54%

Female46%

GENDER

Market Analysis

18-190%

20-2912%

30-3922%

40-4933%

50-5933%

AGE

Noschooling/Kindergarten

1%

Primary5%

LowerSecondary

12%

UpperSecondary

30%

Tertiary52%

EDUCATION

Managers/Admin26%

WhiteCollar24%

BlueCollar13%

Homemakers14%

Retirees20%

Students1%

Unemployed2%OCCUPATION

A summary of the key findings from our market research

Investor Profile

40-49 years old

Tertiary education or

above Median stockholding of HK $200,000

Larger proportion of males

Mainly admin/managementor white collar jobs

A snapshot of the typical investor from Hong Kong

Investor BehaviorAn analysis of the typical investor from Hong Kong

Well-educated investors with an emphasis now being placed on transparency and enhanced communication with financial advisors /

consultants

95% of investment portfolios contain Hong Kong equities while only 3% (209,000 people) contain investment assets traded in overseas markets

24% of Hong Kong investors favor brokerages with 76% favoring banks or other financial institutions

Competitors

- Physical advertisements- Brochures- Referrals from other financial websites

- HKEX’s official app- Advertised through the HKEX

- Partnerships with banks such as Hang Seng

1

2

3

An analysis of how our competitors market their products

Development Strategy

1. Entry Preparation 2. Launch 3. Expansion

Sep 2016 Dec 2016 Jan 2017 Feb 2017 May 2017

Our strategy and timeline for entry growth and expansion

Marketing Strategies

Indirect Marketing Strategy

Exposure Target Market

Cost

Newspapers/ Magazines

Opinion leader endorsements

Video Channel

Sponsored Advertisements

LaunchEntry

Preparation Expansion

Direct Exposure Target Market

Cost

FinTechConference

Sponsored Charity Events

University Events

GoodBad

An analysis of the effectiveness of our phase one marketing strategies

LaunchEntry


Direct Marketing

Conference Charity Universities

- What: Post conference investor engagement

- When: After various conferences throughout the year e.g. Fintech 0-2-O global summit

- Why: Network with industry leaders, investors and bank representatives to market the app and create relationships that could lead to potential partnerships

- What: Sponsor charity events such as marathons or soup kitchens

- When: Done throughout the first phase

- Why: Will expose Call Levels to the general public

- What: Attending and creating events at universities e.g. O-Weeks and Case Comps

- When: Early January (beginning of sem.) or throughout the year

- Why: Provides Call Levels with an avenue to talk to university level intellectuals, spreading to future leaders of the finance industries

Our phase one direct marketing strategies

LaunchEntry


Indirect Marketing

Newspapers/Magazines

Opinion leader endorsements

Video Channel Sponsored Advertisements

- Promote through mainland newspaper or magazine article editors and request articles to be written

- Indirectly influence the HK market

- Mutually beneficial

- Opinion leaders with a social following

- Social media icons, prominent finance bloggers etc.

- Opinion leaders with a social following

- Social media icons, prominent finance bloggers etc.

- Strategically placed ads throughout the web

- social media - Blogs- Forums- Paid search ads- Search optimization

Our phase one indirect marketing strategies

LaunchEntry


Phase One Impact

LaunchEntry


Brand Awareness

User Growth

- University Students: Through collaboration with clubs and societies

- Potential Users: Through publications on newspapers and magazines and videos on our YouTube Channel

- Potential Partners: Opinion leaders

- Overall projected user growth of 6,000

- University Case 500 users- Financial Articles: 3,000 users - Opinion Leaders: 2,500 users 0

5000

10000

15000

20000

25000

30000

35000

40000

45000

UserGrowthProjectionß à Phase 1 | Launch | Phase 3 à

Fint

ech

Fina

ls

Projected results of our phase one strategies

LaunchEntry Preparation Expansion

LaunchOur launch strategy

LaunchEntry Preparation

Expansion

Expansion

Company Pitches Extra Call Levels Sponsored Pub Meetings

Our stage three expansion strategies

Chat BotsRecommendation

s/ Invitations

Financials

Financials

Analysis of our financials

PHASE1:ENTRY PREPARATION

Direct Marketing

After-parties $1000

Sponsoringevents $5000

Universityengagement $1000

IndirectMarketing

Articles $0

OpinionLeaders $3000

YouTube channel $2500

Total $10000

PHASE2:LAUNCHCosts ofattending/pitching/drinks

$4000

PHASE3:EXPANSION

PHASE3A

Pitching tocompanies $0

OfferingCallLevelstoemployees

$0

Discounteddrinks $6000

$1000

PHASE3B

WhatsApp/WeChatbots $1500

Facebook invitesystem $0

Total $7500

CUSTOMER ACQUISITIONCOST(PERCUSTOMER)

PHASE1

Universityengagement

$2

Financialarticles $0

Opinionleaders $1.2

Total $2.083

PHASE 3A

Pitchingtocompanies/offeringCallLevelstoemployees

$0

PHASE3B

WhatsApp/WeChatbots/Facebookinvitesystem

$0.75

Total $1.706TOTAL: $21500

Financials

Financials

Finance distribution

Phase1

Phase2

Phase3

$21500EXPENDITURE

After-parties

Sponsoringevents

UniEngagement

OpinionLeaders

VideoChannel

$10,000INPHASE1

CostofAttendence

$4000INPHASE2

DiscountedDrinks

ChatBots

$7500INPHASE3

Appendix1. Title2. Introduction3. Market Analysis4. Investor Profile5. Investor Behavior6. Competitors7. Development Strategy8. Marketing Strategies 9. Direct Marketing10. Indirect Marketing11. Phase One Impact12. Launch13. Expansion

14. Financials15. Financials

16. Appendix:17. Marketing Criteria Selection18. Breakdown of User Projections A19. Breakdown of User Projections B20. Breakdown of User Projections C

Marketing Criteria Selection

Exposure Target Market

Cost

FinTechConference

GoodBad

Exposure: The sheer number of people who will see Call Levels

Target Market: Based on the market the strategy targets. High score is awarded to strategies if they focus on the app’s target market

Cost: The monetary cost of the strategy. A four star rating indicates no monetary cost.

Breakdown of User Projections A

Phase 1 Users

Strategy Breakdown Users

University Involvement

8 x 30 x 4 x 50% 500

News Articles 3 x 200,000 x 50% x 10% x 10%

3000

Opinion Leaders 2000 x 10 x 25% 5000

TOTAL 8,500

Phase 2 Users


Fintech Finals Launch

50 + 450 500

Phase 3 Users


Company Products

12 x 2 x 100 2400

Breakdown of User Projections B

Phase 1 Users

Strategy Breakdown(Qualitative)

Breakdown(Quantitative)

Users

University Involvement

8Universities30 teamsperuni @4membersperteam50%conversionrate

8 x 30 x 4 x 50% 500

News Articles 200,000totalcirculation across3xarticles50%readersarestockinvestors10%willreadthearticle10%willusetheapp

3 x 200,000 x 50% x 10% x 10% 3000

Opinion Leaders

2000averageviewsperblog10blogendorsements,25% conversionrate

2000 x 10 x 25% 5000

TOTAL 8,500

Breakdown of User Projections CPhase 2 Users



Users


Booth pitching to approximately 50 peopleEach person spreads to approx. 10 other users

50 + (50 x 10) 550

Phase 3 Users



Users


12 weeks in three months2 companies per week100 employees use per company

12 x 2 x 100 2400

Call Levels Bots 1000 users per month2 months

2 x 1000 2000

call levels company challenge

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