Northern Kentucky University
Rubicoin: Changing the World of Investing
Institution
Northern Kentucky University
Faculty Advisor/ Mentor
David Raska
Abstract
How do we get millennials to invest in a stock market they don’t understand and more importantly, don’t trust? This secondary data research report analyzes information to provide branding and marketing recommendations to an international investment startup company, Rubicoin (Dublin, Ireland), trying to answer that very question by introducing a new iPhone app. Specifically, the goal of this client-based project is determining how to make investing more appealing to millennial college students that have little disposable income and are largely financially illiterate yet need to gain better control over their financial future. Through secondary data research (e.g., Nielsen, U.S. Census, HDI, United Nations, OECD, CIA World Factbook, Bloomberg Businessweek, New York Times, and Wall Street Journal) and experience surveys with Rubicoin’s CEO, COO and potential target users (e.g., college students), we provide the client with clearly defined target market, including how to appeal to their values, curb the anxiety of investing, and better understand how they can use it to live debt-free life. We also provide a set of clear branding and marketing recommendations, such as focusing on educating target customers about investments through jargon-free, easy to understand fun lessons. It is also recommended that the process has an easy to use scoring system to reveal a company’s corporate responsibility and financial stability as well as feature group investments and “Coined Rubi” as a concept to lower perceived risk while making it a social experience. The client has used the insights from our projects to finish the design of its first 100% free app launched in the Apple App Store around the world in October 2014 and its subsequent versions scheduled for 2015 releases. Don’t believe it? Download Rubicoin at Apple App Store!
Rubicoin: Changing the World of Investing
How do we get millennials to invest in a stock market they don’t understand and more importantly, don’t trust? This secondary data research report analyzes information to provide branding and marketing recommendations to an international investment startup company, Rubicoin (Dublin, Ireland), trying to answer that very question by introducing a new iPhone app. Specifically, the goal of this client-based project is determining how to make investing more appealing to millennial college students that have little disposable income and are largely financially illiterate yet need to gain better control over their financial future. Through secondary data research (e.g., Nielsen, U.S. Census, HDI, United Nations, OECD, CIA World Factbook, Bloomberg Businessweek, New York Times, and Wall Street Journal) and experience surveys with Rubicoin’s CEO, COO and potential target users (e.g., college students), we provide the client with clearly defined target market, including how to appeal to their values, curb the anxiety of investing, and better understand how they can use it to live debt-free life. We also provide a set of clear branding and marketing recommendations, such as focusing on educating target customers about investments through jargon-free, easy to understand fun lessons. It is also recommended that the process has an easy to use scoring system to reveal a company’s corporate responsibility and financial stability as well as feature group investments and “Coined Rubi” as a concept to lower perceived risk while making it a social experience. The client has used the insights from our projects to finish the design of its first 100% free app launched in the Apple App Store around the world in October 2014 and its subsequent versions scheduled for 2015 releases. Don’t believe it? Download Rubicoin at Apple App Store!