Personal Financial Advisor Marketing Plan Wise Money

Marketing Plan Components 1.Situation Analysis 2.Marketing Strategy 3.Financials 4.Implementation & Control

1. Situation Analysis Wise Money is a start-up company co founded by a group of financial specialists to provide professional financial consultation for individuals and organizations. Being a new comer to the market demands exceptional effort from the marketing department in building the desired company and product awareness. The company is now in the process of launching its first product, which is an internet-based software that provides personal financial advisory services to individuals.

1.Situation Analysis Market Needs Several Factors have increased individuals' need for financial advice: Privatization program-New market entrants Stock Market controversies Real Estate Market controversies Inflation Rates fluctuations

1.Situation Analysis Target Markets The new product, the Personal Financial Advisor (PFA), is created for all individuals having the ability to raise savings that exceeds their short-term basic needs, and have basic computer& Internet Skills Estimated Target market size: 785,500 prospect Target Market demographics Target Market behavior factors

1.Situation Analysis Concept Testing Marketing Research, Questionnaire Questionnaire objectives were to: To test the acceptance of the target market to the new product concept To estimate the product's customer perceived value

1.Situation Analysis Target Markets Trends & Growth Financial Market rapid development Increasing Income Increasing number of Internet users

1.Situation Analysis - Competition: The product will be the first of its kind in Egypt and that sets the company to be the pioneer and market leader in the Egyptian market. Currently, there is small competition to the product in the local market that comes from: Financial advice and wealth management services provided by banks and some big financial institutions, mainly to upper class individuals. Stock market trading advice offered now by most of the security brokerage company

1.Situation Analysis SWOT Analysis: Strengths: First Mover advantages (Leadership) Superior industry experience and technical skills of company staff PFA Product offers special benefits that are unmatched by any competitor: 1.Unbiased advice: The Company is not involved in any activities related to the trade, management or promotion of any of the tangible assets or securities 2.Total confidentiality for customers 3.Offers a complete and comprehensive solution 4.Ability to use the product at any time and from any place Weaknesses: Initial difficulties in creating company awareness New product category, difficulties in creating concept and product awareness The PFA product does not allow personal interface to customer Opportunities: Continuous and fast increase in breadth and sophistications of investment alternatives which will increase the need for the PFA High growth rate for population and GDP per capita, which is translated to high potential growth rate for the PFA product Many opportunities for cross selling Threats: High uncertainty in estimating the market's adoption rate for the new product idea Threats of new entrants and product imitation PFA is strongly dependant on a specific media, the Internet.

2. Marketing Strategy: Strategic Business unit Mission: Our mission is to help individuals make better financial decisions by providing them with the right tools, information, and guidance on how to protect and grow their savings and achieve their specific financial goals. Our only way to gain the trust of our customers and accomplish our mission is to accomplish it with integrity. Our core strength lies in our knowledge, professionalism, and dedication to customer satisfaction. Together; Management and employees we work for the preservation and enhancement of our customers' and the society's well-being. Our Vision is to become the benchmark for financial advisors in Egypt

2. Marketing Strategy: Marketing objective: To become the market leader in the financial advisory industry in Egypt within the next five years. Increase Customer satisfaction rate by 3% each year. Number of product subscribers reaches 100,000 in Establish a strong company image of industry leadership and integrity Financial Objectives: Increase profit margin to 30% within the next five years Increase return on Equity by 10% each year for the next five years

2.Marketing Strategy: Segmentation: Target Market Segments lower class lower middle class, middle class, upper middle class, upper class Middle class, Upper middle class

2.Marketing Strategy: Positioning Wise Money will position itself as the leader in the investment and financial advisory industry in the Egyptian market.

Marketing Strategy: Marketing Mix-Product: Core Benefits: Financial Goal Setting Basic cash reserves and insurance needs Knowledge enrichment Asset Allocation Security Selection Additional Benefits Product Design Services

Marketing Strategy: Marketing Mix-Price: Strategy: Market Penetration Pricing Pricing Method: Prices were set based on two factors: Upper limit for price based on customer perceived value of the product, estimated from market research. A lower limit for price was set based on product's cost plus a 15% margin. Pricing Options: one-year subscription for 99 EGP, Two-year subscription for 180 EGP

Marketing Strategy: Marketing Mix-Place: Multiple Sales and Distribution Channels: Internet, Company Sales offices, Telephone Marketing Mix-Promotion: Communication Objectives Creating company, product category, and brand awareness Creating superior company image Communication Channels: Company web site, TV and Radio ads, Seminars, Newspapers and specialized magazines, Direct Marketing through brochures, mailings, and

3.Financials Break-even Analysis: FC: Annual Total Fixed Cost : 1,310,000 EGP VC: Annual Variable Cost per unit subscription = 56.4 EGP P: Price of annual subscription= 99 EGP N: Number of subscribers per year at the break even point. At breakeven: FC+ (N X VC) = NP Number of subscribers per year at break even point = N= subscriber From Sales Forecast breakeven condition is expected at 3 rd quarter 2011.

3.Financials Sales and Expenses Forecast (thousands EGP) Sales Expenses Net Income(220) Profit Margin(8%)17.4%28.3%29.7%31%

3.Financials Marketing Expense Budget:

4. Implementation and Controls:

Controls Customer Satisfaction Customer complaints & Company response Customer defection rate & reasons for customers loss Monthly number of new subscribers Monthly Expenses

Open Discussion – Thank you Ahmed MedhatAhmed OsmanMohamed Ayman

Closing Thank you