IIT G Case Study Competition

IIT GUWAHATI'S
Strategy
Storm
ROUND 1
FinTech has significantly impacted the global financial services industry over the
last decade. It is expected to continue growing in the coming years, driven by
increasing demand for digital financial services and the adoption of new
technologies such as blockchain and artificial intelligence.
The Indian FinTech space has seen significant growth in recent years, driven by
a combination of factors, including an organic and collaborative ecosystem,
Background rising smartphone and internet penetration, government initiatives to promote

financial inclusion, and increasing demand for digital financial services.
THE INDIAN FINTECH SPACE The promising India FinTech market is expected to reach $1 Tn in throughput
and $200 Bn in revenue by 2030. The FinTech funding recorded a 3X jump in
2021. Fintech in India has entered a new era with the highest fintech adoption
rates globally, with FinTech and non-FinTech players building super apps to
engage customers across a more comprehensive product suite.
1. Growth of digital payments: The Indian government's push towards a
cashless economy has led to a surge in the adoption of digital payment
platforms such as the Unified Payments Interface (UPI), which allows users to
make instant, secure, and convenient payments directly from their bank
accounts.
2. Rise of digital lending platforms: Digital lending platforms have emerged as
an alternative to traditional banks, offering small businesses and individuals
access to credit at competitive interest rates.
Key Updates 3. Growth of wealth management and investment platforms: Fintech firms
have made inroads in the wealth management and investment space,
THE INDIAN FINTECH SPACE offering online investment and wealth management services (WealthTech)
to a broader audience.
4. The emergence of InsureTech: The InsureTech sector has also seen
significant growth in India, with fintech firms offering various insurance
products and services, including health insurance, life insurance, and
general insurance.
About the Client
XFINANCE
XFinance is a fintech company offering various financial services
through its website and app XFin.
Their services include:

1. Discount Brokerage for Stocks, Mutual Funds, F&O etc.,
2. Credit,
3. Insurance,
4. Payments, and
5. Prepaid cards.
It also provides a few non-financial services:

1. Social Media and Youtube content
2. Events to educate users about financial services
3. Virtual trading competitions
4. Financial news
Client Goals
XFinance noticed that about 20% of its registered users are students between ages 16
and 22, constituting about 10% of its active users. They also noticed that if users of its
demographic use the app regularly, their lifetime value improves significantly. So they
have decided to target this segment of users with a product/service that focuses on
improving engagement from this user segment.
The goal is to improve app retention for the target user segment:
1. Increase MAU for this user segment (30% improvement in CLTV)
2. Increase in no. of sessions and session length (20% improvement in CLTV)
3. Avails at least 1 of the above-mentioned financial service (50% improvement in
CLTV)
(MAU: Monthly Active Users, CLTV: Customer Lifetime Value)
Remember, profit is not the aim here; customer lifetime value is the north star metric
(predictive of its long-term success), and engagement is a success metric. Also,
remember that the product/service should not form bad habits for the users.
Explain current pain points for students and devise a new
Your Task application of current products to solve for given pain points and
to achieve the above mentioned goals.
You can also consider new products but you should then factor in
the development cost, time and legal requirements to launch the
new product too.
Also, devise a go-to-market strategy to find product market fit for

your product/service supported through industry data.
Supporting Information
More about XFinance Assume the following details about its app, website and
brand.
XFinance is a revolutionary fintech company 1. The XFin app has a very simple and easy-to-use user
that aims to simplify and democratize finance. interface. Its users always praise how easy it is to use
the app.
It hopes that one day every Indian can fully 2. XFin is one of the top fintech brands in India. It has a
understand and utilize all the financial tools massive reach on Social Media and Youtube, as well as
and services available to them. its webpages, which are usually top-ranking webpages
for finance-related keywords.
Hence, it is on a mission to educate and 3. XFin also has a considerable budget for digital ads as
provide these services with as much ease to the well as television and print ads. They also are very
customer as possible. interested in viral marketing and innovative ad
campaigns.
Please keep these advantages in mind when preparing the

go-to-market strategy.
Company Insights
Some companies currently cater to students. Their details are
given as follows:
Monthly Active Users
6 million users 1. FamPay (payment for teenagers)
a. Monthly Active Users: 2M
Average Sessions per User b. Average Sessions per User: 2
c. Average Session Length: 1 min 30 secs
4
2. Slice (Credit, many students use the app)
a. Monthly Active Users: 3M
Average Session Length b. Average Sessions per User: 2
c. Average Session Length: 1 min 20 secs
3 minutes
3. MPowerFinancing (education loans for students):
a. Monthly Active Users: 35k
Commonly Used Products b. Average Pages/Visit: 7.5
Stocks, Mutual Funds c. Average Session Length: 1 min 30 secs
Instructions
The Deadline for submission is 11:59 PM IST on Jan 4, 2022,

and should be done through Unstop only. Submissions
made through any other media won't be considered.
The total slide limit is 15-18 slides (excluding the Cover,

Index and Appendix).
Don't restrict yourself to only the material provided; the

Internet is an ocean of content, dive in for the perfect ones.
Any plagiarism, copying of ideas, or public discussion

detected would lead to disqualification from the course.
Evaluation Criteria
Quality behind pain points - 10%
Justification of the pain points considered to solve for - 10%
Justification for the product devised - 40%

a. Since it's a new product, justify the cost, time and
legal issues.
b. How does it solve the pain points?
c. How does it achieve the set goals?
Quality of the Go-to-market strategy - 40%

a. Understanding customers and company
b. Product messaging
c. Marketing Strategy
Have any queries? Email Us
[email protected]
Visit Our Website

iitg.ac.in/sa/caciitg/strategystorm
Any redistribution or reproduction of the content is prohibited without prior

written permission from Consulting & Analytics Club, IIT Guwahati.

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IIT GUWAHATI'S

Background rising smartphone and internet penetration, government initiatives to promote

Their services include:

It also provides a few non-financial services:

(MAU: Monthly Active Users, CLTV: Customer Lifetime Value)

Also, devise a go-to-market strategy to find product market fit for

Please keep these advantages in mind when preparing the

The Deadline for submission is 11:59 PM IST on Jan 4, 2022,

The total slide limit is 15-18 slides (excluding the Cover,

Don't restrict yourself to only the material provided; the

Any plagiarism, copying of ideas, or public discussion

Quality behind pain points - 10%

Justification of the pain points considered to solve for - 10%

Justification for the product devised - 40%

Quality of the Go-to-market strategy - 40%

Visit Our Website

Any redistribution or reproduction of the content is prohibited without prior

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