Assignment

Case - Corporate Mergers & Acquisitions

Copyright © 2019, Tracxn Technologies Private Limited. All rights reserved.

 Case - Corporate Mergers & Acquisitions

Problem Statement:

A Global private bank is aggressively looking to leverage technology to improve customer experience and reduce operational costs.

Over the last few years, it has tied up with at least five startups offering technological innovations in the financial domain. It has acquired companies to
facilitate easy payments for the customers, ease out their loan application process, among others. The bank is looking for other such acquisitions to
maintain a competitive edge, as indicated in the news snippet below.

“Our recent acquisition of XYZ is a strategic fit and in line with our aim of improving efficiency while focussing on improving customer experience.
Payment is core to our business and acquisition of XYZ improves our customer stickiness as they can make any payment on a single click now. We
strongly believe digital banking is the future and there are many such small companies who are offering tech solutions through which we can derive
potential synergies”

The bank has been identified as a lead by business development team. None of the executives from the bank have registered on the Tracxn platform yet.

They may or may not be aware of Tracxn platform and the services it offers.

You are a part of the Business Development team at Tracxn and this bank has been allocated to you as a prospect client. You need to reach out to the
bank representative and make him/her understand what Tracxn offers, asking him to come for a demo and take a paid subscription of the Tracxn
platform.

Copyright © 2019, Tracxn Technologies Private Limited. All rights reserved. 2

 Profiles of Key Executives

● Brian Campbell
○ CEO
○ Work Ex: 32 years (Ex President- Global Wealth, Merrill Lynch; Ex CFO, Wells Fargo)
○ Education: MBA (Yale School of Management)

● Peter Drucker
○ Senior Vice President - Corporate Mergers & Acquisitions
○ Work Ex: 28 Years (Ex SVP - M&A, Pepsico; Ex Strategic Partner, Trium Group)
○ Education: MBA (Loyola University, Chicago)

● Margaret Bargon
○ Senior Manager - Corporate Mergers & Acquisitions
○ Work Ex: 12 Years (ex Consultant - M&A, Deloitte)
○ Education: MBA (University of California, Berkeley)

● Ashley Judd
○ Associate - Corporate Mergers & Acquisitions
○ Work Ex: 6 Years (Ex Associate - E&Y)
○ Education: B.Sc. (Buffalo State College)

Copyright © 2019, Tracxn Technologies Private Limited. All rights reserved. 3

 Deliverables

Go through the Problem statement and Profiles of key executives (in the last two pages) and answer the questions below

1. Identify three key features from Tracxn platform that would be relevant for the client
a. Pick features from the list provided in the solved case
b. Provide reasoning on why you think any lead from the bank would be interested in these features

2. Identify the Lead to whom you are going to send the email to sell your product
a. Choose only one executive from the ones listed in the case
b. Provide reasons as to why you think sending mail to this Lead would be helpful compared to others

3. Listed below are a few recent news headlines related to the bank. In the case’s context, pick the one which you can use in an outbound mail to
the lead. Explain the reason for choosing that news headline.
a. Bank is increasingly looking to move towards stable areas like consumer lending which means better offers on home and personal loans
b. Bank is ditching near-term plans to launch a trading platform for its customers. It is instead planning to improve customer experience in
current offerings.
c. Bank's partnership with tech giant ABC leads to better experience for its customers during online payments but reports of
disagreement between the two pose a question mark on the future.

4. Draft an email for the Lead explaining Tracxn’s value proposition. A good email should have the following attributes Refer guidelines for details:
Subject, Hook, Problem, Solution, Call to Action

Copyright © 2019, Tracxn Technologies Private Limited. All rights reserved. 4

 Guidelines

● A good email should have following attributes:

○ Subject: Should entice the Lead to open the mail
○ Hook: Attracts Lead’s interest and make him want to read the rest of the mail
○ Problem: Describes which problem or requirement of the Lead are you addressing
○ Solution: Explain how Tracxn platform can help solve this problem
○ Call to Action: prompts the Lead to take some action to avail the solution proposed above

● Please note that you can submit your deliverable in any format of your choice
○ The format can be any of - Google Slides, Google Doc, PDF Document, MS Word, MS Powerpoint, etc

● You will be primarily evaluated on the following Parameters -

○ Quality of decisions and supporting arguments
○ Is your email easy to read and covers attributes required
○ How well presented and easy to understand are the solutions

Copyright © 2019, Tracxn Technologies Private Limited. All rights reserved. 5