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红色硬币
A SOCIAL PLATFORM FOR THE CHINESE RETAIL INVESTOR
RED COIN
Meet	Kelly
Insights	into	the	Pain	Points	of	a	Middle	Class	Chinese	Retail	Investor
“I	make	enough	money	to	save,	but	I’m	overwhelmed	by	
all	the	investment	choices available”
Source:	Chinese	classmate	at	ESAE
“I	wish	investing	was	easier	and	more	fun,	like	games”
“I’m	eager	to	learn	about	finance,	but	it	seems	
very	complicated”
“I	try	to	ask	my	friends	and	family	about	how	
they	invest”
Our	Research
Chinese	Investors	Are	Keen	to	Check	on	Their	Finances,	Learn	From	Others	and	Use	Technology
1.
2.
3.
4.
5.
6.
85%	prefer	to	use	a	mobile	app	rather	
than	going	to	a	bank	or	store.
84%	are	not	sure	that	they	are	getting	
the	best	return	on	their	investments.
78%	ask	their	friends	or	read	articles	
online	before	making	a	decision	to	buy.
89%	want	to	learn	to	manage	their	
savings	better.
48%	Chinese	savers	invest	in	3	or	more	
products.
53%	play	online	games	on	their	mobile	
phone.
Source:	Proprietary	Survey	Conducted	Via	Baidu
The	Problem
Red	Coin	Brings	Engagement,	Education	and	Reward	for	Tech	Savvy	Savers
Share	of	Affluent	Individuals	as	a	%	of	Population	(2015)
3.5%
China
37.2%
Singapore
The	Chinese	Consumer	Will	
Grow	Wealthier	Over	Time
10.0%
Individuals
Forecasted	Average	Annual	Growth	Rate	(2015-2019)
But	There	are	No	Solutions	
that	Bridge	the	Gap	Between:
Source:	“Wealth	In	China”;	MarketLine 2015
13.4%	
Retail	Savings	&	
Investments
Our	Solution:	RED	COIN
A	Social	Platform	to	Educate	and	Reward	Investors
Reward
• Set	saving	goals	and	track	progress
• Link	saving	goals	to	e-commerce	platforms
• Develop	expertise	and	access	advanced	material
Educating	through	Gamification
• Gather	investor	points	by	developing	a	sound	financial	strategy
• Compete	with	peers	to	be	the	best	investor
• Unlock	educational	material	and	access	reports,	product	comparisons	
or	charting	tools
Social	Platform
• Follow	friends	&	top	investors	and	view	financial	news	&	strategies
• See	trending	products	
• See	their	ranking	amongst	various	user	groups
Business	Model
Red	Coin	Aims	to	Become	a	Key	Partner	for	Financial	and	Consumer	Goods	Firms
How	We	Generate	Revenue	and	
Monetize	Client	Engagement
Services	We	Provide	Based	on	Platform	Use
Inputs	We	Receive	From	
Platform	Partners Content
Product	Info
Marketing	Material
Client	Data
Qualified	Prospects
Paid	Ads
Referral	Fees
Transactions	Fees
Value	To	Partners
Red	Coin	Is	a	New	Digital	Channel	to	Engage	and	Acquire	Clients
Content	&	Tools Financial	Product	Clients
Product	Advertising	&	Suggestions Non-Financial	Customers
Engage Acquire
⎼ Educational	videos	and	articles.
⎼ Tools	to	analyze	products	and	plan.
⎼ Reports	from	investment	specialists.
⎼ Suggest	products	and	solutions	
based	on	user	info:
⎼ Age,	risk	appetite,	wealth	level,	
behaviors,	attitudes,	location.
⎼ The	platform	allows	users	to	connect	
their	financial	accounts	and	transact	
directly	and	securely.
⎼ Users	can	link		saving	goals	with	trusted	
e-commerce	platforms.
⎼ Once	goals	are	reached	users	can	
purchase	in-app.
Traditional	Banks
Fintech	Firms
Commercial	Partners
Overview	of	Competitors	
Red	Coin	Brings	a	New	Dimension	to	Online	Wealth	Management
Benefit Red	Coin
Robo-
advisors
Online	
Trading
Financial	
Tools
Gamified	
Experience
Social	
Network
Direct	
Monetization
Financial	
Management
Finance	
Education
Fintech
Platforms
s
Market	Strategy
Establishing	a	User	Base	and	Partnerships	Will	Be	the	First	Steps	in	the	Go	To	Market	Strategy
Launch
Acceptance
Extension
Robo-Advice
WealthFront
Social	Trading
Motif,	eToro
Business	
Intelligence
-100,000	Users
-Tier	1	Cities
-Mail	lists,	schools/colleges,	blogs,	social	
media,	word	of	mouth	and	organic	search
-WeChat	integration
-1,000,000	Users
-Country	wide
-PR	Marketing,	web	advertising,	
Wangmeng,	sharable	website	tags,	
mutual	partnerships
-WeChat	integration	+	formal	
partner	program
Market	outreach
5,000,000	users
Referrals
2.4%	success	rate
30,000	new	users
Acq.	Cost	- ¥8.13
Partner	Websites
1.3%	success	rate
10,000 new	users
Acq.	Cost	- ¥7.50
Baidu	Wagmeng
1.6%	success	rate
20,000 new	users
Acq.	Cost	- ¥12.50
SEO
2.3%	success	rate
40,000	new	users
Acq.	Cost	- ¥7.19
Year	1 Year	2 Year	3
New	Customers 100’000 200’000 400’000
User	Engagement 28% 35% 45%
Revenue	(3%	commission) ¥			3,427	 ¥		9,373 ¥24,649
Marketing	& Retention ¥			1,800 ¥		3,375	 ¥		6,750
SG&A	 ¥			5,000 ¥		6,000 ¥		6,000
R&D ¥			7,000 ¥		1,000 ¥		2,000
EBIT ¥	-10,373 ¥	-1,002 ¥		9,900
Financial	Projections
Red	Coin	is	Projected	to	Breakeven	within	Three	Years	After	an	Initial	Investment	of	¥14	Million	
Acquiring	the	First	100,000	Users3-Year	Projections	(in	000’s)
¥612
Customer	Lifetime	Value
- Allows	Baidu	to	enter	personal	wealth	
management
- Can	be	integrated	with	online	bank	in	
partnership	with	Citi	group
- Offer	seamless	financial	ecosystem	for	
users
- Leverage	Baidu	Wangmeng for	targeted	
advertising	and	increased	customer	
lock-in
- Integrate	with	
existing	wealth	
management	
platform
- Leverage	mobile	
payment	feature	
with	Red	Coin	for	
suggested	
investments
- Increase	digital	banking	presence	to	
compete	in	Fintech	space
- Save	costs	through	robo advisor	
integration	to	investment	accounts
- Leverage	big	data	mapping	to	attract	
new	customers
- Promote	awareness	on	consumption,	
saving	and	investment	in	Tier	2	and	Tier	
3	cities
Exit	Strategy
Red	Coin’s	integration	into	the	Chinese	Fintech	market
THANK	YOU
Karol	brings	5+	years	of	management	
consulting	experience	specializing	in	
formulating	strategy	around	
technology	and	innovation.
Arijit was	a	project	management	lead	
in	integrating	new	technology	
solutions	for	one	of	the	world’s	
largest	bank.
Mengjiao is	an	expert	on	wealth	
management	clients	in	China	having	
worked	for	4+	years	with	a	global	
banking	leader.	
Adrien	spent	2+	years	leading	the	
implementation	of	new	digital	
marketing	for	a	global	financial	
institution.
Karol	Kalejta Mengjiao Liu
Arijit ChakrabortiAdrien	Stern
Strategy Client	Knowledge
Marketing	and	Innovation Technology

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