Assignment

BD Manager Position - Tracxn

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 Case Scenario

A Global private bank wants to use technology to improve customer experience and reduce operational costs. Over the last few years, it has
tied up with five startups offering technology innovations in the financial domain. 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. We strongly believe digital banking is the future and there are many such small companies and startups who are offering tech
solutions through which we can derive potential synergies”

This bank has been identified as a lead for Tracxn. You are part of the Business Development team and this bank has been allocated to you
as a prospect client.

You need to reach out to Margaret Bargon (Senior Manager in Corporate M&A Team at the Bank). You should make her understand what
Tracxn offers (Appendix 1.1), asking her to come for a demo and take a paid subscription of the Tracxn platform.

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 Deliverables

Write following three emails to Margaret. You also have to write your thought process behind the email.

Guidelines to writing an email are in Appendix 1.2. Example solution is given in Appendix 1.3.

1. An email to Margaret pitching the Tracxn platform. You can explain about 1 product feature she might be interested in. Do not

include more than 1 feature as it would make the email bulky. Pick the feature which is the most relevant for her.

2. A follow up email assuming you did not receive response on the first mail. You can also offer a week of free trial in this mail.

3. An email responding to the following response you received from her -

○ “Hey, thanks for reaching out but we have been operating without using any tool like Tracxn for many years now. We are able to

close all our target deals without the help of a tool. Sorry but I will pass for now. Thanks.”

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 Appendix 1.1 - List of Tracxn Features

Tracxn: Tracxn is a startup intelligence platform for private market investing and corporate development. It is used by Investors and
Corporates globally. The platform tracks 500 sectors across Enterprise, Consumer Digital, FinTech, HealthTech, EdTech and more.

Key features of the Tracxn platform:

1. Startup Database: Startup database provides list of startups in all sectors and geographies globally. Clients can filter startups using
various parameters such as Sector, Geography, Founded Year, etc. This can be used to discover new companies for investment /
M&A deals.

2. Competitor List: Tracxn provides a real time list of all competitors for any company across the globe. This can be used to evaluate
deals and checking competition before investing.

3. Sector Report: Sector Report provides in depth analysis of the sector through Investment Trends, Interesting Companies, Market
Details, Exits, News etc. This can be used to study market trends and slides from these reports can also be used for preparing
internal presentations.

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 Appendix 1.2 Guidelines to write a good mail. You can use this while drafting your emails.

● 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

● You can submit your deliverable in any format of your choice

○ E.g. Google Slides, Google Doc, PDF Document, MS Word, MS Powerpoint, etc

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 Appendix 1.3 - Sample Mail & Thought Process
Here is a sample mail pitching a Unicorn Monthly Report (another Tracxn feature) to a Venture Capital Investor, along with thought
process. This is only for your reference to give you an idea.

Subject: Global Unicorn Report - August 2020

Thought Process behind mail structure

Hi Michael,
1. “Report” with a version name in subject line will generate
curiosity among the reader.
Congratulations on your recent investment in Doorlane.
2. He has invested in Doorlane, so first line will serve as a
I am Anoop from Tracxn. We offer a platform that helps investors find deals hook and help building connection with the lead. It also
and track the latest market trends. starts the mail on a positive note.
3. Introducing myself and what we do, assuming he has not
One of our offerings that investors appreciate is the Unicorn Monthly Report heard about us.
which gives a monthly round-up of globally created "New Unicorns". Let me 4. Then, directly mentioning that other investors are liking it.
know if you are interested and I can give you a complementary subscription of This creates some credibility about the report and interest
this monthly report - No strings attached. to check it out.
5. Giving some freebie so that they are rewarded to respond
If you're interested in getting more details about our other offerings, I'd be to the mail.
happy to block 15 minutes for a quick tour of our Tracxn Platform. Eagerly 6. Then, trying for a call to action (CTA) of setting up time to
looking forward to hearing from you. give demo.

Regards,
Anoop

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