Smallcase is a fintech platform that revolutionizes stock market investing by allowing retail investors to invest in curated portfolios of stocks and ETFs, known as smallcases. These portfolios are designed around specific themes, strategies, or objectives, making it easier for investors to diversify their investments without the need of extensive market knowledge.
Let's jump to onboarding the user
But first let's get to know our customers better.
| Criteria | ICP 1 | ICP 2 | ICP 3 | ICP 4 |
|---|---|---|---|---|
| About | College student trying to start investment early | Job fresher starting investment journey | Risk taker and investment geek | Hassle-free consistent investor |
| Age | Less than 21 | 22-26 | 27-35 | The late 30s |
| Gender | Male | Female | Male | Female |
| Income | Less than 10K | 30-50K | 80K+ | 1L+ |
| Where do they work? | Student | Startups / MNC | Growing startups | Founders Business / mature companies like Swiggy, Zerodha, etc |
| Location | Tier 1 cities like Mumbai, Bangalore | Tier 1 & 2 cities like Pune, Ahmedabad, Nagpur, Gurgaon | Tier 1 metro cities like Mumbai, Bangalore, Kolkata | Tier 1 metro cities |
| Financial Goals | Start investing early for long-term holding gain | Short-term & long-term investments | Short-term & long-term investments | long-term investments |
| Investment Knowledge | Low | Medium | High | Very high |
| Investment Goals | Long-term consistent growth | High-risk High returns | Medium-risk long-term gains | Low risk Long-term gains |
| Investment Risk Appetite | Low | High | Medium-High | Medium |
| Usage frequency | Monthly once | Monthly twice | Monthly once | Quarterly once |
| Most Money spent other than monthly needs like rent, groceries, etc | Books, courses, occasional parties, clothes | Dinners in hotels, clothes, upskilling courses, cosmetics | • Household decors | |
| • Buying latest & bucket list items like PS5, car, bike, etc | ||||
| • Clothes | ||||
| • Travel | • Travel | |||
| • Family needs | ||||
| • Apparels, etc | ||||
| • Dinners in hotels | ||||
| Other financial apps used | Banking apps | Kite, Groww, Upstox, Cred | Wintwealth, Kite, Groww, Upstox, banking apps, Cred | Banking apps for FDs, Wintwealth, Kite, Groww, Upstox, Cred |
| Other apps used | Swiggy, Zomato, Youtube, Netflix, Instagram | Swiggy, Zomato, Youtube, Netflix, Uber, Twitter, Instagram, Myntra, Amazon | Instagram, Swiggy, Youtube, Netflix, Uber, Twitter, Cred, Myntra, Amazon | Myntra, Amazon, Swiggy, Youtube, Netflix, Uber, Twitter, Cred |
| What % of salary invested | NA | 10% | 30% | 40-50% |
| Pain Points | • Don't know where to invest | |||
| • Low investment amount | ||||
| • Lack of time to research | • Lack of time to do detailed research | |||
| • Learning phase so don't know where to invest effectively | ||||
| • Too many options to invest | • Don't know what is working and what is not | |||
| • Lack of conviction to invest in newer opportunities | ||||
| • Many apps in the investment space | • Not enough time to monitor investments | |||
| • Can't keep up with changing markets | ||||
| • Difficult to track Diversified portfolio | ||||
| Social platforms used | Instagram, Snapchat | Instagram, Youtube | Instagram, YouTube, twitter | Twitter, Youtube, Instagram |
| Features used | • Free basket investment | |||
| • Lumpsum investment | • Free basket investment | |||
| • Portfolio rebalancing | ||||
| • Create custom basket | ||||
| • SIP & Lumpsum investment | • Subscribe to paid Smallcase managers | |||
| • Loan Against Mutual Funds | ||||
| • SIP basket investments | ||||
| • Create custom buckets, invest in buckets & track stocks | • Subscribe to paid Smallcase managers | |||
| • SIP & Lumpsum basket invesments |
| Goal | ICP 1 | ICP 2 | ICP 3 | ICP 4 |
|---|---|---|---|---|
| Financial | I am eager to start investing | I want to invest a % of my salary every month | I want to grow my invested money for long-term gains | I want my investments to be managed for long-term stable gains. |
| Invest & forget |
These JTBDs were validated with user surveys and user phone interviews!