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Strategy

2H2023 Growth Initiatives

Author:

@Ced Funches⁠

Last Update Date:

Paid Growth Lead:

Product Growth Lead:

Growth Marketing Lead(s):

Stakeholders:

Macro Business Objective: Drive growth in funded accounts

Macro Growth Objective: Bend Customer Acquisition Cost (CAC) curve through low-cost growth strategies that encourage virality.

Secondary Growth Objective: Drive viral coefficient of at least 1.0x

Growth and Growth Marketing KPIs: Blended CAC of $80 and a Viral Coefficient of 1.0x on a run-rate basis by end of 2022

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Cost Breakdown of CACs and CPLs⁠

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Required Reading:

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23 Proven Growth Hacks - OptinMonster⁠

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How the top Personal Finance App Scaled - CB Insights⁠

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Strategies are broken down into 4 Core Categories with primary responsibilities laid out

Reactivation Strategies

Primary Responsibility: Growth Marketing, Engineering

Referral Strategies

Primary Responsibility: Growth, Engineering, Product

Free to Use

Primary Responsibility: Product, Engineering, Product

Top of the Funnel Growth

Primary Responsibility: Growth Marketing

Reactivation Strategies

Retargeting Campaign 1: Funded/Open Account Ratio

Author:

@Ced Funches⁠

Target: For Users who Opened Accounts but Didn’t Fund

Strategy: Deposit $100 and we will deposit an additional $50 in your account (final amount not determined)

Rationale: Already made the step of giving over important information to open a brokerage account

Medium: Emails and Push Notifications

Business Objective: Drive growth of funded accounts

Growth Objective: Improve conversion near the bottom of the funnel

Does it Bend CAC Curve?: YES

Viral (VFX) Tactic: YES

Network (NFX) Tactic: NO

Does it improve the Virality Coefficient?: No

Growth Hack Influence: Stash

Retargeting Campaign 2: Coinbase.com

Author:

@Ced Funches⁠

Target: For Users who sign up for Alto Product from Coinbase.com

Strategy: Deposit $100 and we will deposit an additional $50 in your account (final amount not determined)

Rationale: Already made the step of learning about Products while on Coinbase.com

Medium: Emails and Push Notifications

Business Objective: Drive growth of funded accounts

Growth Objective: Improve conversion from Coinbase Traffic

Does it Bend CAC Curve?: YES

Viral (VFX) Tactic: YES

Network (NFX) Tactic: NO

Does it improve the Virality Coefficient?: No

Growth Hack Influence: Stash

Retargeting Campaign 4: Getting Started

Author:

@Ced Funches⁠

Target: For new users signing up for the App

Strategy: Open a brokerage account and we will deposit $35 in your account to get you started (final amount not determined)

Rationale: Remove frictional costs preventing users from experiencing the App

Medium: Emails

Business Objective: Drive growth of funded accounts

Growth Objective: Improve conversion %s to funded accounts

Does it Bend CAC Curve?: YES

Viral (VFX) Tactic: YES

Network (NFX) Tactic: NO

Does it improve the Virality Coefficient?: No

Growth Hack Influence: Stash

Referral Strategies

Referral Campaign: Network Effect

Author:

@Ced Funches⁠

Target: Friends of current users

Strategy: Get your friend to open (and fund) an account and we will give you $50 and your friend $50

Medium: On-App Command Center and Push Notifications

Rationale: Word of Mouth Growth strategy

Business Objective: Drive growth of funded accounts

Growth Objective: Accelerate Growth Curve without increasing CAC by accessing a user’s network

Does it Bend CAC Curve?: YES

Viral (VFX) Tactic: NO

Network (NFX) Tactic: YES

Does it improve the Virality Coefficient?: YES

Growth Hack Influence: Paypal

“Addictive” Referral Campaign: Network Effect

Author:

@Ced Funches⁠

Target: Friends of current users

Strategy: Besides $50 you receive for a friend joining, you enter in a contest to win $5k to put into your brokerage account which is disbursed every quarter. The more friends you invite, the higher the chances.

Medium: On-App Command Center and Push Notifications

Rationale: Word of Mouth Growth strategy

Business Objective: Drive growth of funded accounts

Growth Objective: Accelerate Growth Curve without increasing CAC

Does it Bend CAC Curve?: YES

Viral (VFX) Tactic: NO

Network (NFX) Tactic: YES

Does it improve the Virality Coefficient?: YES

Growth Hack Influence: Robinhood

Gamified Tasks: Network Effect

Author:

@Ced Funches⁠

Target: Followers on Social Media

Strategy: During Sign-up, ask users to share or send info to different social channels based on the onboarding tasks being asked to do. For each share (through the App back-end), we give them $25 into their brokerage account.

Medium: Option in-app as user continues along path

Rationale: Word of Mouth Growth strategy

Business Objective: Drive growth of funded accounts

Growth Objective: Drive growth through social network effects

Does it Bend CAC Curve?: YES

Viral (VFX) Tactic: YES

Network (NFX) Tactic: NO

Does it improve the Virality Coefficient?: YES

Growth Hack Influence: Dropbox

NOTE: Did to closely track economics to avoid increasing CAC

Free to Use

Free Access to Risk Calculator: Loss Aversion Play

Author:

@Ced Funches⁠

Target: users of 3rd party brokerage accounts

Strategy: Let users sign up for App and learn about the risk in the current brokerage accounts. Users can share results on social media.

Medium: At App Greeting

Rationale: Play on over-concentration of risk in RH accounts

Business Objective: Drive growth of funded accounts

Growth Objective: Improve optimization and conversion

Does it Bend CAC Curve?: YES

Viral (VFX) Tactic: YES

Network (NFX) Tactic: NO

Does it improve the Virality Coefficient?: NO

Growth Hack Influence: Sega (vs Nintendo) Campaign in early 1990s; Credit Karma

Note: We cannot link Fidelity Accounts

Play to see what you will make before buying: FOMO Play

Author:

@Ced Funches⁠

Target: users of brokerage accounts

Strategy: Before asking a user to onboard, let the user learn to use and explore the App. After choosing Kits, let the user see the implied gain over 3 years using $1k as an initial investments. Offer to get them started by putting $50 into their account if they open their brokerage account.

Medium: At App Greeting

Rationale: FOMO

Business Objective: Drive growth of funded accounts

Growth Objective: Improve optimization and conversion

Does it Bend CAC Curve?: YES

Viral (VFX) Tactic: NO

Network (NFX) Tactic: NO

Does it improve the Virality Coefficient?: NO

Growth Hack Influence: Credit Karma

Top of the Funnel Growth

Sign up for Beta List and enter to win a free pair of Apple AirPod Pros: Stuffing the Top of the funnel

Author:

@Ced Funches⁠

Target: social media users on Instagram and TikTok

Strategy: Users sign up to be a Beta Tester of Q (on iOS and/or Android) and enter to win a free pair of Apple Pro pros

Medium: Core Social Media Assets

Rationale: play on “free” element for a highly sought after item

Business Objective: Drive growth of top of funnel

Growth Objective: Expand email marketing list with with low CPAs

Does it Bend CAC Curve?: YES

Viral (VFX) Tactic: NO

Network (NFX) Tactic: NO

Does it improve the Virality Coefficient?: NO

Growth Hack Influence: Major Consumer Companies

Note: If this works, the following time, we can offer a Sony PS5

Educational EBook: Brand Awareness and Email Capture

Author:

@Ced Funches⁠

Target: social media users on Instagram and TikTok; traffic to

Tryq.ai⁠

website (and sub-domains)

Strategy: Users give email address to get access to

Q.ai⁠

Education eBook about investing - based of QBits content

Medium: Core Social Media Assets; Website(s)

Rationale: Trust and Education. User is signing up for something he or she wants.

Business Objective: Drive growth of top of funnel

Growth Objective: Expand email marketing list with with low CPAs

Does it Bend CAC Curve?: YES

Viral (VFX) Tactic: NO

Network (NFX) Tactic: NO

Does it improve the Virality Coefficient?: NO

Growth Hack Influence: HubSpot, etc

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