How can I deliver a marketing strategy that drives business?
Challenge
A financial services start-up had developed a powerful and proprietary technology for online investment, but struggled to convert this asset into a compelling product offering. The value proposition was self-limiting, the benefit story overly complex. Business was stagnant. Venture investors were growing restless. The company drifted from one marketing strategy to another while burning through the remains of its early-stage funding.
Solution
A dramatic re-imagining and reinvention of the business proposition, effectively creating a new segment in the online investor category.
- Product reformulation based on dollar-based fractional investment
- Redefinition of the target audience from tech-savvy day-traders to the broader segment of novice investors looking to invest safely and easily.
- A new value proposition aligning product and audience, leveraging emotional and process and well as rational benefits.
- Brand parameters based on thought leadership and innovation.
- Naming strategy and messaging architecture synched to telegraph this new offering, gain traction, generate buzz and capture share quickly.
Results
The company launched successfully and grew rapidly, bolstering venture investor confidence and insuring continued funding. Unique, defensible market position and a loyal subscription base of more than 2.1MM. Revenue growth in excess of 850% over past five years leading to Company’s sale to to #3 financial services firm in 2007.
