Intro of 101.invest
As an online brokerage, 101.invest shares clear trading information and strong social interaction with newbie investors. The social-trading features enable users to easily interact information and heighten one’s confidence on trading decision-making.
In the United States, with the goal of letting students master knowledge easily and quickly, the term ‘101’ is often used to refer to an introductory course for freshmen.
101.invest is creating a new social way to invest that makes it more efficient and easier for users to reach their financial goals and grant easy access to financial markets for everyone. While connecting with other investors can also provide support and motivation, helping users to stick with their investment goals. The brand aims to build up social-trading networks that users can easily access to immediate investment support by joining an investing community platform.
▍101financial.app’s Mission
As Generation Z embraces changes, desires social networking, steps up with the fast-paced world dynamic, and is willing to think independently, by building up an social-trading platform, 101.invest allows them to easily obtain investment assistance through technology. Anyone can start today with the support from millions of social-trading friends to make the right and real-time move and therefore integrate transactions into their lives perfectly.
▍Why it doesn't work?
Spanning cultural differences, Gen Z, born between 1997 and 2012, has a generational trait that hopes to be predominant in their economic situation and live on a Digital-first lifestyle. The lives of Gen Z are closely related to the Internet. Gen Z are willing to try and adapt quickly to new technologies. Their characteristics of sharing information and exchanging experiences on the Internet help building up a strong community appeal and close community connection in their community.
跨越國家和文化差異，出生於 1997–2012 年的Z世代有著希望能掌握經濟自主權、Digital-first lifestyle的世代特質。Z世代的生活和網際網絡緊密關聯，樂於嘗試並且能迅速地適應日常生活中的新技術。在網路上熱心分享資訊、交流經驗的特質，也為他們建立起強而有力的社群號召力與緊密的社群連結。
Gen Z investment newbie's 痛點
-Lack of trust
市場環境多詐騙，並且身邊缺乏值得信任的投資引路人，使得小白們反詐騙意識壓過投資渴望。
-Lack of money
年輕人即便擁有投資意識、希望能儘早開始財務規劃、錢滾錢，但缺乏啟動資金。
-Lack of US stocks investment knowledge
美股投資知識未豐，缺乏有系統的資訊決策邏輯。Without recommendations, most of the investment beginners will make decisions by either guessing or using their guts. They will be either lucky or wrong.Gen Z shares a consesus that it is difficult to achieve ideal financial goals and live an ideal life with a fixed salary income. They may be in the frustration of finding out the gap between ideal and reality, or are looking for a trustworthy and novice-friendly investment opportunity.
Z世代的群體共識是：想憑藉固定薪資收入達成理想的財務目標、過上理想生活，有其困難。他們可能處在「領了薪水，發現理想和現實的差距」的沮喪，更可能正在尋找一個值得信任並且對新手友善的投資機會。
101.invest’s solutions
-Lower entry barriers
1.以品牌的高用戶數量增強陌生新客信心，透過獎勵用戶推薦機制，使新客在親友的引薦下認識101financial.app。
2.輕鬆上手：提升介面易讀性與操作友善度。
-Leverage
即時的五倍槓桿資金支援。
-Social trading
1.Live Broadcast & 社群交流交易資訊，讓小白們有標的可以參考或依循。
2.品牌積極維護和創造social-trading society. 使投資成為日常、培養TA基礎的美股概念，使用戶間＆品牌間黏著度高而相互依存。Thinking from the point of view of Level 1 investment newbie(沒有任何投資概念的小白) could be the main point of difference between 101.invest and its peers. 101.invest is not only a good US stock investment tool, but a money-making way that closely meets the needs of TA (shielding fraud, and negative perceptions).
同理且真實的站在投資小白的觀點思考，將會是101.invest與同業的主要差異點。101.invest不只是一個好的美股投資工具，而是緊扣TA需求，屏蔽詐騙、屏蔽負面認知的最適合他們的賺錢方式。
The social-trading feature and easy-to-operate trading interface help users achieve their financial goals through U.S. stock investment. And with the characteristics of social-trading, 101financial.app could expand its service scale and market share by taking advantage of users’ brand recognition and the effect of their echo chambers.
101financial.app期待能作為解方，運用科技，投過直覺、容易操作的交易介面，幫助用戶透過美股投資目標，加速達成他們的財務目標。並以social-trading的特色，借勢用戶的品牌認同感與同溫層社群效應，擴張101financial.app的服務規模與市占率。
▍STP: Brand market positioning (品牌市場定位)
落實背景資料分析搜集和分析的重要性：
好的行銷不一定會帶來立即的營運成效回饋，差強人意就是肉包子打狗。有效的行銷手段卻同時也會放大缺點、浪費流量或無法留存用戶。
尤其數位行銷時代，企業的溝通籌碼不完全掌握在企業自身，自媒體、搜尋引擎、用戶心得、大眾傳媒等都是受眾認識品牌的媒介。品牌更應在行動前做好策略規劃、成效評估。循序漸進，一邊判斷市場反應、一邊用最小的試錯成本累積操作經驗，以即時優化和調整操作策略。The purpose of STP brand market positioning is to complete the understanding of the current market situation and the operational challenges that the brand may face. Comprehensive data collection and analysis will help the brand defining clearer and more realistic target customers, finding out the appropriate marketing communication language.
進行STP 品牌市場定位的目的是為了完整化對市場現況的了解，探索印尼市場現況與品牌可能會面對的經營挑戰。透過Social Trading Broker競品分析、印尼網路環境、使用者體驗、消費習慣、普遍投資心態…等，全盤的搜集分析資料，將幫助品牌在接觸市場前，界定更明確而真實的目標客群，因應找出適當的行銷溝通語言。
▍Competitor analysis (競爭者分析: 商品設計共性分析)
In this chapter, we analyze competitors’ marketing interaction and social media management (Web/Internet volume/brand keywords/FB/IG/Youtube/Twitter/Tiktok/Linkedin…etc.). The purpose is to refer to their user profiles and media resources distribution.
此章節我們將會分析競業用戶體驗旅程、行銷互動與社群媒體經營型態(Web/網路聲量/品牌關鍵字/FB/IG/Youtube/Twitter/Tiktok/Linkedin…etc. )。目的是了解同業的媒體佈局、市場切角、用戶輪廓，並參考其受眾設定與媒體操作靈感。因欲解決的TA痛點不同，將影響後續產品發展Possibilities與用戶體驗旅程發想 ，期以立基市場相仿的典型競業為重點叵析對象，其他同業為輔。
Read more at: 競爭者分析：商品設計共性分析。
▍Consumer behavior analysis(消費者行為分析＆Persona輪廓描繪)
From the big picture to small details, from cultural context, generation, community gradually focus on individuals, we try to know our TA better by recognizing consumer behavior. The purpose is to clarify consumers’ cognitive value , thereby planning out a consumption scene that do make sense to them.
品牌要做的是從大到小、從概念到細節，具體而真實，由社會文化脈絡、世代、社群漸進聚焦到個人，透過認知消費者行為來界定受眾心理。
目的是在定義出明確的TA以後，釐清消費者的認知價值，據此串聯可互補價值的產品/服務體驗、與品牌合作夥伴，協力策畫能引起共鳴的消費場景。進而得以善加利用有限的試錯成本，循序漸進的找出最能有效導流的與TA的共同溝通語言。
為了建立市場信心與奠定品牌基礎，品牌的首輪行銷目標為提升品牌認知度和促進註冊用戶增長，品牌初期的重點溝通對象將會是具備「前期使用者」和「社群散步影響力佳」的受眾。將依此尋找適合的市場切入機會，和設計理想的溝通情境，以和受眾組間組建bonding。
依據「是否有投資觀念？」與「是否有投資經驗？」將品牌將接觸的受眾細部分作Level1、Level2與Level3 (不代表顧客價值，僅代表其投資活動的涉入高低)。其中不會被deny的消費者共有認知是：
「所有人都想賺更多錢(沒有人不想賺更多錢)，且對ROI高度期望」。
Read more at:消費者行為研究 / Persona A&B。
▍Brand Positioning
Why Indonesia? (為什麼鎖定印尼市場？)
作為東南亞最大的經濟體，印尼2.7億人的人口總數中，約有27.94%是出生於 1997–2012 年的Z世代(人口數量約為7千6百萬人)。Z世代是印尼當今與未來30年的主要勞動力，將是形塑印尼社會特質的代表性世代。2020年遭疫情重創的印尼實體經濟，在經濟負成長的情況下印尼股市卻逆向成長，指數從4500點一路成長到6000點左右、牛氣衝天。在經濟負成長的2020年還有數十家公司上市。印尼證券戶的低開戶率、和股票投資意識抬頭，也為101financial進軍當地市場預留經營空間。參考前述競爭者分析與消費者行為分析材料，同業品牌的價值主張多立基於提供投資者一個更方便、更值得信任的投資工具。服務的是已經有投資經驗(Level 3)，或有一定投資概念且正在抉擇投資工具的用戶(Level 2/Persona A)。使市場中常見「快來投資」、「最好的投資工具」的行動呼籲，而少見「for Level 2/Persona A 應該如何學習投資？」或「for Level 1/Persona B 他人成功經驗的借鏡（可以跟的明牌 / 想吃魚不用學釣魚、直接給TA魚）」。
In Indonesia, most customers are Level 1 investment novices who have no investment experience or basic financial concept. So as their relatives , seldom of them have US stock investment experience.
The difference and development advantages of 101.invest and online brokerage companies will be: 101.invest is not trying to recommend a good US stock investment tool to TA, but closely relate its service with TA’s ideal financial goals (buying a house/Medical beauty treatment/iPhone… etc. It is difficult for them to achieve their financial ideal in a short period of time. Most of them don’t even dare thinking about it). 101.invest propose the most suitable way to make money via investing with the brand. The brand blocks the negative perception of fraud (afraid of being cheated) and fulfill users’ desire to make more money.
印尼市場中，佔據大宗的卻是沒有投資經驗或先備理財觀念，身邊也缺乏美股投資經驗者可以借鏡的Level 1投資小白。101.invest與網路券商同業的差異點與發展優勢將在於：品牌同理「沒有投資經驗，但希望可以賺錢」的投資小白需求。核心訴求不在於向TA推薦一個好的美股投資工具，而是緊扣TA的財務目標理想（房子頭期款/創業資金/醫美療程/iPhone……等，對於受眾的收入來說難以在短期內達成或連想都不敢想的生活理想)，提出能屏蔽詐騙負面觀感的最適合他們的賺錢方式。
“101.invest is a social-trading investment platform specially designed for beginners.” The brand will create a suitable and ideal investment environment for investment newbie.
The strong social bonding and clear trading information in 101.invest allows beginners to easily understand investment reports and trends, exchange opinions with friends in the investment community in real time, and no longer worrying about being lack of funds.
「101.invest 作為專為初學者打造的Social-trading 投資平台」，品牌將會為他們打造一個最適合且理想的投資環境，使缺乏資金、步步為營的投資小白不用單打獨鬥、苦讀做功課。 The strong social bonding and clear trading information in 101.invest 讓初學者能輕鬆看懂投資報表和趨勢、與投資社群朋友即時交流意見，並且不用擔心缺乏資金。
▍市場前測經驗 Reviewing Round1-Round3
101.invest’s Marketing Team has gone through 3 rounds of task executing. The duration of each round is 2 weeks. It is expected that the marketing system will be stabilized within Round4.
101.invest Marketing Team從團隊組建到現在走了3個Round，每個Round的走期是2個星期。預計Round4 把行銷系統穩固下來。
The operational focus of Round1-Round2 is brand market positioning(品牌市場定位), including market profiles, competitor analysis, and consumer behavior research. Looking back at the analysis of consumer behavior, we divide the audience that 101.invest may reach into 3 levels according to their investment experience and mentality. No matter which level they are in, the common characteristics of TA are: 1. They want to make money, 2. They are afraid of scams/sensitive to doubts, 3. They are not good at thinking and making investment/financial decisions independently. They are at a loss because of the information bombardment.
Round1-Round2的操作重點是品牌市場定位。包含市場輪廓的描寫、競爭者分析和消費者行為研究。回顧消費者行為分析，我們將品牌可能接觸的受眾依照其投資經驗和心態分成3個level。無論身處哪一個level，TA的共同特質是：1.都想賺錢、2.害怕詐騙/疑慮敏感、3.他們不擅長獨立思考和判斷，更因為被推播的資訊紛雜而無所適從。
Round3時，依照消費者層次探索品牌切角、進行市場前測。主要採用三個情境進行測驗：
1.簡單教你在家玩手機賺錢、免費投資
→受眾缺乏投資經驗、本能的對陌生概念排斥，缺乏耐心學習。
2.Gambling 兩步驟抽大獎
→實際上的體驗環境和貪小便宜/求快的心態有落差，因此廣告點擊成本極低、但導流進LP後的轉換率也驟降。並且因為使用者留存表現低，進而影響Google廣告品質。
3.上班族副業、玩手機賺錢減輕生活壓力、在家滑手機也能輕鬆賺錢
→各類型的廣告形式與廣告文案群組中，均以此組表現最佳。「品牌應該以什麼角色/價值主張和TA互動？」
對應Slogan的演進，在Round3估算Retention Rate的過程中得到的Insight：
1.Broker for Beginners
2.Your thoughtful investment friend
3.A new social way to invest
The customer groups 101.invest wants to build up relationship with could be divided into two categories (Level 1 & Level 2). It is expected that in the Indonesian Gen Z market, around 70–90% of the traffic will be Level 1 audience and 10–30% of the Level 2 audience.
目前我們會接觸和想要經營的客群主要分兩類（Level1 &Level2），預期印尼Gen Z市場中，流量佔比約為70–90%的Level1主要受眾和10–30%Level2次要受眾。
後續將因應其商業價值(預估人數和市場規模，如財力、價格敏感度、風險承擔能力…等變項)更具體的劃分客群，為推出更細緻的多階段客群分類和行銷方案提前構思。衡量基準可能為：下載後一週內交易次數？一個月後續存率？…等。
品牌透過Paid Ads＆Social medias主要接觸的溝通對象是level 1的投資小白（想都沒想過自己要投資美股、沒有財務管理/投資意識/投資需求。他們沒有投資意識，也很顯少會Follow國際新聞、財金新聞。They probably know nothing about investment）。
怎麼讓Level 1的受眾覺得跟他有關？怎麼讓他們覺得聽101.invest是正確的？
The mindset of Level 1 audience who see an encouraging investment advertisement is likely to be: “they don’t know why this matters to them”/“they don’t know why should they listen to 101.invest.” Indonesian are unfamiliar with investment, U.S. stock investment, and online brokerages.
From the click performance of the advertisement, we find that the audience is indeed attracted by the marketing material, but the landing process requires a higher communication threshold than we expected. 101.invest must lead the trend in the lost lamb and become the leader 投資小白. Providing persuasive content to convince the investment newbies, content marketing could be the best way to accommodate those traffic.
The goal of Media Content Center is to building the brand into a social-trading media with credibility and volume, and to convince the audience to trust in and follow 101.invest’s instructions.
假設看到一則鼓勵投資的廣告，Level 1受眾的心態很可能是：they don’t know why this matters/ they don’t know why should they listen to us. 目前印尼社會現況對投資、美股投資、線上券商的討論度低且陌生，更有擔心受騙的保守心態阻擋。從廣告的高點擊表現可以知道受眾的確受到行銷素材吸引，但落地的流程比行銷團隊預期的需要更高的溝通門檻。101.invest必須要在迷途羔羊裡引領潮流，成為小白裡的領頭羊。Content marketing might be the best way to accommodate those traffic. Provide persuasive content(淺層訴求則淺層資訊、深層訴求則深層資訊。).
例如：一部分的印尼TA可能連生活費都吃緊、是月光族甚至有信用卡/借貸債務的窮忙族。行銷內容可以往跟著101一起「賺外快、減輕生活經濟壓力」的方向走，而不是「追求財富自由」、「投資理財」。若要使這群受眾Landing後的體驗落差不會太大，任務在於使用者體驗旅程的良好設計。例如：吸引TA的廣告→符合TA期待的Landing page和101financial.app的服務方式。
Marketing Team集中火力，以Media Content Center統一溝通內容，不偏離現實、產出適合受眾的內容優先。「將品牌打造成有聲量的媒體」讓他們覺得101financial.app說什麼，他們聽了follow就對了。
▍101.invest’s Value Proposal
Invest lively, invest in every part of your life.
101.invest believes that learning how to invest in stocks is everyone's privilege. Our mission is to make newbies’ investment journey more exciting and easier to understand. 101.invest builds up a new social way to invest and aims to reconstruct investment tools from one to one interactive modus into a social-trading community.▍遠景
101.invest can be a financial management tool that is not limited by cultural context, user characteristics, and users’ languages, and can meet all levels customers’ investment expectations. And it will become more and more valuable as the number of users grows and the social-trading bonding deepens. Marketing communication should be carried out step by step to help Customers with different attributes start and keep investing with 101.invest.
產品成熟、市場開發完整的101.invest可以是「不侷限文化脈絡、用戶特質、溝通語系，可滿足所有財力水平和所有收入增長期待的理財工具。越好的產品會適用於越多消費群眾，並且會隨著用戶數增長和bonding的加深而越來越有價值。理想情況是品牌最終能發展為能資產規模大小通吃，大幅提升營收和獲利。當資源有限，應循序漸進溝通，為不同屬性的顧客增減溝通特性。
