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BRC: Content
This is only for BrownRice Capital, a crypto investment platform for HNIs and family offices.
👨🏫 Reader Persona
Who is BRC for?
BRC is for a family office manager, a HNI or UHNI who is interested in wealth creation using digital assets.
Who is the reader of BRC’s content?
From an investment perspective, The reader is anyone interested in crypto.
What is their main JTBD?
To invest in an asset class for – diversification, market outperformance, and to track a new technology.
Who is the reader of BRC’s content?
Their main job is to find the most market-moving news and developments that positively impact the world of digital assets.
👥 Who Are BRC’s Users?
For this let’s look at 3 ICPs – the family office manager, the wealthy businessman, and the young entrepreneur.
ICP – 1
ICP – 2
ICP – 3
Title
Family Office Manager
Wealthy Businessman
Young Entrepreneur
Age Range
35-40
45-60
28-35
Position In The Company
Managerial
Founder/CEO
Founder/C-suite
Marketing Touch-points
Email, LinkedIn, Newsletters, Formal conferences
Email, LinkedIn, Offline events, conferences, webinars, seminars
Email, LinkedIn, Twitter, meetups, hangouts
Most time spent on:
1. News 2. Research 3. Work (with clients)
1. Business 2. Family 3. News
1. Work – tech world 2. Social media 3. OTT
Problem Statement
“I need a way to custody financial assets for my clients.”
“I’ve heard a lot about crypto. I want to invest in it, but with less 1% of my portfolio.”
“I’ve heard about crypto, but I also have a ton of friends who’ve lost tons of money in crypto. I want a safe and easy way to buy the big two.”
What they are hiring the company for?
To provide a way to invest in crypto for their clients.
To take a risk – index-beating investment or lose it all investment.
To get exposure to an interesting asset class.
Role in Decision making
Influencer.
Main decision maker.
Key decision maker
Main investment bucket
1. Equities 2. Bonds
1. Real estate 2. Gold 3. Business
1. Tech stocks 2. Equities
JTBD
Using BRC to invest on behalf of their clients.
Using BRC to invest in a risky asset class.
Using BRC to invest in an interesting technology sphere.
Priority of Our Product for their investment goal
Medium
Medium
Low
Investment stage
Depending on the client
Late stage
Early stage
Investment budget
20 to 50 lakhs
50 lakhs to 1 crore
20 to 50 lakhs
What kind of Content attracts them
News and developments
Return potential.
Technology potential.
Content consumption platforms
• News – CNBC, ET • Social media – LinkedIn YT, Facebook • Offline – Newspaper, events
• News – CNBC, ET, NDTV • Social media – LinkedIn, Facebook • Email – newsletters, research • Offline – exclusive events, word of mouth
• News – Yourstory • Social media – LinkedIn, Twitter, Instagram, YT • Email – newsletters • Offline – events, word of mouth
There are no rows in this table
What are our main acquisition channels?
Inbound channels:
Outbound channels:
Let’s double-click on LinkedIn.
LinkedIn is a great place to create content for:
👉 lead generation – bring back the right people to your product
👉 audience building – build an audience on the platform
👉 brand-building – build your company’s brand on and off the platform
This ☝️ is especially true for a product/company that is – niche, technical, and professional.
And if the person you want to target is – at a leadership position.
Investment in digital assets for HNIs and Family Office is right in this mix.
Now that we’ve figured out the why, let's look at the – who , what , and how.
→ Who do we create the content for?
→ What kind of content do we create?
→ How do we create the content?
Goals with the content:
• Write content to attract the ICPs
• Build the BRC brand image
• Increase WoM traction for BRC
Who do we create the content for?
The content should be created for someone in a leadership position within the company. Someone who’s profile has pedigree. “This is the kind of person I want to speak to,” is what the reader should say when reading the posts.
Based on this ☝️ we should focus on writing content for the following profiles:
Leadership position ✅
Worth speaking to ✅
Creator Mode ⏳
Premium ⏳
Leadership position ✅
Worth speaking to ✅
Creator Mode ✅
Premium ✅
Pro-tip: Get LinkedIn premium so you can track the conversion from: reading your content → viewing your profile. This lead (if with the ICP) is now warm and can be approached.
What kind of content do we create?
The kind of content that works on LinkedIn is – cringe gyaan, news breakdowns, analysis and research, and shitposts
We should focus on – news breakdowns, research and analysis, and thought pieces.
For instance:
Alternative Investments & Digital Assets- Lack of Education
One thing I continue to hear from wealth managers and RIA's is that there is increased demand for alternatives from their clients.
The other big thing I hear is that they lack a good alternatives platform. They lack education on alternatives. The operational lift of onboarding alternative funds, the operational lift of reporting, and the lack of education around proper diversification and handling the illiquidity of alternatives is the consistent message I hear.
If you are building an alternatives platform or solving the operational headache or the educational needs, I'd love to hear more.
Ghosts of cycles past? History doesn't repeat, but it rhymes.
Crypto cycles have shown remarkable consistency since inception, and we are seeing the same dynamics playing out in the current cycle.
Each cycle may appear chaotic to the naked eye, but there are three primary structural drivers:
1. Leverage, enthusiasm, and speculation
2. Innovation & product development
3. The business cycle (interest rates, monetary policy, global liquidity)
As noted in the chart via Delphi Digital each of the last three business cycles has lined up almost perfectly with the price peaks of the last three crypto market cycles.
Which also corresponds with peaks in active addresses, TVL, transaction volumes, and revenues.
Where are we at today?
The business cycle appears to be turning.
When we combine this with a deep understanding of the innovation cycle (which is far less volatile, yet unseen to the naked eye), as well as market sentiment, human behavior, forthcoming regulation, integration with TradFi, the Bitcoin halving, etc.
This investment bank expects Bitcoin to rocket by 300% in the next year. But they’ve been wrong twice before. Is the third time the charm:
Standard Chartered, the British multinational bank with over $820 billion in AUM just made a bold Bitcoin price prediction.
Here it is:
🗓️ December 2023: $50,000
🗓️ December 2024: $120,000
The reason – An incoming Bitcoin supply crunch.
The bank’s analysts expect – Bitcoin miners to increase profitability based on:
This increasing miner profitability will cause a – BTC supply crunch.
Here’s how:
📉 Bitcoin’s price is rising + electricity costs are dropping
📉 Miners will sell less BTC to cover expenses
📉 Miners will cause a supply crunch
📉 Bitcoin’s price will rise
Miners mine about ~900 new BTC a day. And right now they are selling 100% of these new coins.
📈 That’s about 900 BTC a day ($27 million)
📈 Or 6,300 a week ($189 million)
📈 Or 27,000 a month ($810 million)
📈 Or 328,500 a year ($9.8 billion)
If Bitcoin's price increases to $50,000, miners will need to sell only 20-30% of their new coins decreasing yearly BTC sold from – 328,500 BTC/year to < 100,000 BTC/year.
And cause a severe supply crunch. 🫢
Account
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Sriram
news
news
charts
news
news
thought
news
news
charts
news
news
carousel
news
news
news
news
news
news
Dewasis
news
news
charts
news
news
carousel
news
news
news
news
thought
news
news
news
news
news
news
Sharan
thought
thought
BRC
news
newsletter
news
carousel
news
charts
news
carousel
news
news
carousel
news
There are no rows in this table
How do we create the content?
We create content like these using two rules:
Rule #1: The AIDA formula.
A → Attention
I → Interest
D → Desire
A → Action
This is a tried and tested copywriting formula for putting together any post on any platform with the goal of getting someone to do something.
Meet Kishan Shah.
He is 64-year-old Indian crorepati based in Surat, Gujarat. Here’s how he invests his money:
• Equities and bonds – 25%
• Property – 50%
• Gold and precious metals – 15%
• Other household items – 9%
The remaining 1%?
He put it in Bitcoin as a way to diversify his assets. He did this way back in 2016.
So, he must be sitting on a decent profit right?
No. The problem was – Mr. Kishan invested his money with a local vendor who neither had the infrastructure nor followed the right compliance norms. He simply used a market order on the exchange to make the transaction.
The problem was – the exchange went down with Mr. Kishan’s investment.
The vendor was later caught by the police and is accused of being involved in several ICO scams in the state of Gujarat.
This highlights two problems and two wants for HNIs.
The problems are:
1. Lack of infrastructure
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