By

Daniel Sinha
MBA (IB) 2020-22
IIFT Delhi

daniel_d22@iift.edu

https://www.linkedin.com/i
n/daniel-sinha-b7181388/
Small case: Idea and Concept What makes it special?
• A small case is a portfolio of stocks or ETF’s or both that are based on • Diversification: ETF’s and other equity small cases give investors
an idea or a theme diversified avenues- gold, debt and equity across various industries and
• A multitude of investing options are available to investors in the form sector
of various small cases • Ease and control: Easy and intuitive to use- user gets complete control
• The investment is carefully allocated to debt, equity and gold of his investment on his fingertips
depending upon the small case • Flexibility: Many small cases are available along with an option to
customize and create your own small case as per your budget and
investment plan

Potential Market Size Competition Landscape

The market potential for small case stands on Competition from Mutual Fund Providers, new ETF
three trend pillars entrants and the various online platforms providing these
services
Growing Shift to Online Rising trend of
Investor Base Trading Mutual Funds Mutual Funds

Active investor Share of The Mutual

accounts rose by online trading Fund’s Industry’s ETF Entrants
a record 10.4 as a Assets have
million in 2020- percentage of grown from ₹
still a highly total trading 14.22 trillion in
unexplored in India grew 2016 to ₹32.38 in
market with just from 11% in 2021: more than Online Platforms
2-3% penetration 2014 to 29% 2 fold increase
in 2018
 User Personas
•Prabhu is a young engineering
User graduate who has just started
his job. He is completely new to
Category-1 The Newbie the world of investing. He came
across small case through an
online advertisement and is
here just to know more.
•Suchitra is a medium size
business owner who has been
User investing in mutual funds for
Category-2 The Explorer past 6 months. She knows the
basics of investing but the
concepts of small case and
ETF’s are not known to her.
•Ratnesh Shah is a big shot
User investor who has been around
for 5 years. He knows the
Category-3 The Prolific Investor market in and out but needs a
platform where he can easily
invest in curated investment
baskets as per his calculations.
•Ajit is a salaried employee at a
mid level position in a
marketing firm. He somewhat
User The Small Budget knows about investing and
Category-4 Skeptic wants higher returns but is
skeptical about investing big
sums in high cost small cases.
Wants to play safe and small.
Investing Awareness and
Experience level
Sentiment to Tap
•Build confidence. Sell the
concept of investing as a safe
option for a better future.
Describe different options and
how small case is beneficial out
of all.
Sentiment to Tap
•Explain benefits of a diversified
portfolio and other forms of
mutual funds like ETF’s. Bring
small cases into perspective
from ETF’s and describe and
compare small cases.
Sentiment to Tap
•Sell flexibility and convenience
of small case. The various types
of small cases and the option of
creating customized ones are
the features he would be looking
at.
Sentiment to Tap
•The range of options available
and the option to have tailor
made small cases even at small
prices would be the pull
factors for this category.
 App User Journey Flow and Conversion
Enters app at
awareness UC 3- The
Prolific
level
Investor
UC 1
Open small case
UC 1-The
Newbie
UC 2
UC 4-Small UC 2-The UC 3
Ventures into world of investing- Explorer
knows various types and forms
Budget UC 4
Skeptic

Small case
Creates
Knows more about small case and
Interest
how it works in investment

Gets Insights into stock baskets and

about ETF’s and their benefits

Builds Desire
Goes on to discover and
to buy small
cases
Conversion rate explore available small cases

• Conversion rate is defined

as the percentage of users Studies, analyzes trends, indices
Opts for customized small cases
visiting an app or site who and compares various small cases
buy the service or do a
required action

• For small case, it can be Creates a customized small case

Final Action or taken as number of users
conversion who buy a small case per
100 visitors
Invests in a small case

For each User Category visiting the Small Case app, identify the pain points or gaps during user journey and try to fill the gaps
for achieving maximum investment (high conversion rate)
Feature 1: Be Your Own Consultant
> Adding a Virtual Interactive Investment Guidance
module to the app- which starts from basic investment
and contains various informative sub modules related to
small case, ETF’s and so on.
> Also add a step by step app user guide and FAQ’s
Idea:
> To instill confidence and increase awareness level about
investment and small case in the form of interesting self paced
videos or graphics.
> To provide hassle free experience to new users who are
ready to invest
Value:
> High value addition for User Categories 1. 2 and 4 (low
awareness, inexperienced or skeptical users) motivating
them to invest
Proposed Features
Core idea
Feature 2: Small Case Comparison and Analytics
Feature 3: small case Flexi
> Add a small case comparator tool on home > Add templates for customization or creation of new small case-
like templates containing gold etf, debts or sector wise equities etc.
screen.
> Add more insights, tips, news and expert guidance option during
> For each small case description in the discover small case creation
small case section, add two more tabs – Analysis
and Review.
Idea:
Idea:
> To make creation of small cases a more intuitive, interactive and
> Idea is to provide thorough in- depth information to a time saving effort and increase user engagement
potential investor about the options and attract him
> To build trust in investors specially the ones who are new and
> Enable him to determine the best possible investment skeptical and are not willing to invest big initially
for him by comparing and by analyzing trends, expert
comments and user reviews for a small case.
Value:
Value: > High value addition for User Categories 3 and 4 ( UC 3 needs
> High value addition for User Categories 2 and 4 professionally designed small cases where the templates can help while
UC 4 needs low budget tailored small cases)
(who know about investing but need to be
pulled to small case platform)
 Feature 1: Be Your Own Consultant

BYOC Guide and FAQ Investment advice FAQ’s

button on Home Page module and user guide
 Feature 2: Small Case Comparison and Analytics

Comparator Tab with options for

Compare Small cases selecting small cases and
button on home screen parameters for comparison
 Feature 2: Small Case Comparison and Analytics

Analysis tab shows trends- select User and market perception index, testimonials
parameter and duration and expert advice on the small case
 Feature 3: small case Flexi

Quick tips, news and comparator Templates menu; expert advice forms and chat
tool links option in case of further query
 Priority To Features
Feature Complexity Points (Out of Conceived value Points (Out of 20)- Overall Rating Priority
(Change in 10)- High score addition to users and High score means (Out of 30)
existing design or means low small case higher value to
features) complexity stakeholders

Feature 1: Be Your Moderately 6 High value to users and 16 22 P1

Own Consultant complex- not much small case- specially
change needed in important for first time
design but self conversions
learning modules
and guide need to
be created

Feature 2: Small Very complex- 4 Very high value as most 17 21 P2

Case comparison design change users would use these
and analytics needed, data features during their user
analytics for journey specially during
comparisons and Decision Phase- highly
trends; experts for important
expert review

Feature 3: small case Not much complex- 8 Low value as it initially 10 18 P3

Flexi no major changes in caters to specific user
design needed- just categories- value might
addition of increase as more users
templates, links and start using it
forms
 Metrics
Feature 3: small
Feature 2: Small case flexi
Feature 1: case comparison
BYOC and analytics
Template based
small cases/ Total
CTR for Compare new small cases
CTR for BYOC link Small Cases
• Daily App Users on home and button
• Average time spent per user create page
• Overall conversion rate= Buyers/Users Most used
• Number of small cases/ per buyer templates
• Daily Transaction Value/ Buyer Small case
Average time
• Number of first time visitors comparisons/user
spent per visitor
General • Conversion in first time visitors on BYOC Page CTR for small case
• Monthly growth rate of no. of visitors
Performance • Monthly growth in conversion rate
quick tips and
what’s trending
Metrics • Most invested small case- by number BYOC self learn
CTR for trends
and review tabs
• Least invested small case- by number module total
views No. of requests for
expert advice/user

BYOC self learn Trend

module average views/user Positive responses
time spent per for email
user subscription/ total
forms
Average expert
review video
Growth in number
CTR for FAQ’s view time/user of new small
cases/ total small
cases
Submitted By

Daniel Sinha
MBA (IB) 2020-22
IIFT Delhi

daniel_d22@iift.edu

https://www.linkedin.com/i
n/daniel-sinha-b7181388/