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Engagement →Conversion →Brand +
What is their need?What is their end outcome?What is their goal?To earn a profitTo protect their portfolioTo earn a sustainable yield What are they consuming?News – Coindesk, Bloomberg, WSJ, FT, Blockworks, etc.Analysis – Bloomberg Terminal, TheBlockResearch, Messari, CoinMetricsCommentary – BlackRock, JPMorgan, Wells Fargo Advisors, World Gold Council, etc.
What is their distribution source?Organic searchDirect websiteDirect to emailLinkedInTwitterOffline conferences
What account(s)?What is the goal?Who are our target customers?Crypto analystsCrypto protocolsCrypto degensWhen do we want to start?What kind of content are we creating?✅ News in data – taking everyday news and giving a data angle to it✅ Chart in view – taking charts from the platform, giving it context and a story✅ Protocol breakdown – breaking down a single protocol using charts and data✅ Metric breakdown – breaking down our unique metric definitions and formula⏳ Protocol spaces – weekly Twitter Spaces sessions with partner companies
What account(s)?PYOR’s main LinkedIn accountFounder – Krishna’s LinkedIn accountOperator’s – Aakash, Manvendra, and KavyaWhat is the goal?Who are our target customers?Crypto analystsCrypto fund managersTradFi fund managersWhen do we want to start?What kind of content are we creating?✅ Metric breakdown – breaking down our unique metric definitions and formula✅ News in data – taking everyday news and giving a data angle to it✅ Chart in view – taking charts from the platform, giving it context and a story✅ Protocol breakdown – breaking down a single protocol using charts and data
What account(s)?PYOR’s main YouTube accountWhat is the goal?Who are our target customers?Crypto analystsTradFi fund managersWhen do we want to start?What kind of content are we covering?Protocol specificFeature specificNiche specificNews specificProtocol breakdowns
Nansen – 15% of website visitsMessari – % of website visitsTokenTerminal – % of website visitsWhat is the goal?Who are our target customers?Crypto analystsCrypto fund managersTradFi fund managersWhen do we want to start?What kind of content are we covering?creating content on our blogcreating content on Medium easily indexed on GoogleCrypto data insightsHow to determine crypto insights using PYORProtocol DEXes deep divesHow is Uniswap faring versus other DEXes in 2023
What is the goal?Who are our target customers?read crypto media outletsread Indian fin-tech newsWhen do we want to start?PR CalendarWhat kind of content are we covering?Story first: Insights in crypto and macro eventsStory-based: Data trends that can be used to tell a story
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Organic Outreach
To build an organic funnel to acquire customers through marketing and content.
Three pillars to this goal:
Get them to click.
Get them to pay.
Get them to remember.
Who are the customers?
The customers are institutional investors of digital assets.
To find – quick, easy, accurate, and deep information to make their decision.
To receive actionable information to achieve their goal.
Customer Personas
ICP – 1 Crypto Asset Manager
ICP – 2 Crypto Researcher
ICP – 3 Junior Fund Manager
Title
Crypto Cat
Researcher Ron
Fund Manager Fran
Age
28 to 35
22 to 27
30 to 40
Position
Junior crypto asset manager at an institutional crypto fund.
Crypto researcher at a boutique research firm with investment clients.
Traditional finance fund manager looking to invest in crypto as an alt asset.
What are they interested in?
Making profits through crypto investments.
Finding something interesting in the crypto market.
Making profits through investments (crypto or not).
Problem Statement
“I need a way to find alpha in crypto.”
“I need a way to find interesting data in crypto.”
“I need a way to determine the outperformance of crypto.”
Pain Points
Finding data Standardizing data Confirming the accuracy of data
Finding interesting metrics from a pool of data platforms
Finding a way to compare crypto to traditional businesses
Role in decision-making
Influencer
Influencer
Key decision maker
What are they using the product for?
To find crypto assets to invest in.
To create research about crypto products.
To compare crypto to traditional assets.
Type of company
Crypto-focused investment company
• Crypto-focused research firm • Traditional research firm looking at crypto assets
Traditional securities-focused investment company
Referral ability
High
Low
High
Free or Paid users
Paid user
Free user
Paid user
Casual / Core / Power
Core
Casual
Casual
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What do these users value?
These users value money over anything else. They ultimately want to consume content and data to make – actionable investment decisions either for their own portfolio or their clients’ portfolios.
Channel Selection
Name
Notes
Header Image
Effort
Speed
Scale
Flexibility
Need
✅ Social Media Content
Low
Medium
Low
High
High
✅ Organic Blogs and Newsletter
Medium
Low
High
Medium
High
✅ PR Outreach
Low
High
High
Low
High
Referrals
High
High
Low
Medium
Low
Product Integrations
High
Low
Low
Low
Low
✅ Offline Events
High
Low
High
Medium
Medium
✅ Webinars
Low
Low
Medium
High
High
✅ Community
High
High
Low
High
Medium
Building Tools
High
Low
High
Low
Medium
There are no rows in this table
Social Media Content
Twitter
PYOR’s main Twitter account
To create a distribution network for our data.
Immediately
LinkedIn
To create authority for our data.
Immediately
Company:
Founder:
Operator:
YouTube
To create a visual distribution network for our data.
November [when Aishwarya is onboarded]
Long form:
Short form
Organic Content
Organic content that is indexed and searchable on Google is a significant driver of traffic for crypto data companies:
Sponsored keyword search is not a good way to acquire institutional users as this is – directly marketing to them through sponsored content. Instead, we can acquire them by informing them first [building credibility and authority] before asking the sales question.
To be top of mind when a potential user searches for crypto data needs.
Immediately
We will be creating short-form and long form content as blogs indexed on Google.
We can do this by:
Content:
PR Outreach
We can maintain a contact list of journalists in the Indian fintech and global crypto space and feed them interesting data sets recurringly.
To be top of mind for a journalist when they need essential data and insights.
Our target customers are those who:
Untitled Database 5
Name
Notes
Header Image
Date
Tags
Outreach – build contacts, establish relationships, feed content
October 12, 2023 → October 31, 2023
Story 1
11/1/2023
Story 3
11/15/2023
Story 2
11/8/2023
There are no rows in this table
Account
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
LinkedIn
chart + explanation
chart
chart
chart
chart
chart + explanation
chart
chart
chart + explanation
chart
chart
chart + explanation
Twitter
chart
chart
chart
chart + explanation
chart
chart
chart
chart
chart
chart
chart + explanation
chart
chart
chart
chart
chart
chart
chart + explanation
chart
chart
chart
chart
chart
chart
Sai (eventually)
chart
chart + explanation
chart
chart
chart + explanation
chart
chart
chart + explanation
chart
chart
chart + explanation
There are no rows in this table
Video Ideas
Video title
Status
Script
DEX comparison
In progress
Open
Lending comparison
In progress
Open
Open
There are no rows in this table
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