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Mint Original Marketing Plan

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along with financial articles. If this is not available we can take 3 testimonials from userswho have saved money and highlight that on the site. Recent studies show that usertestimonials provides trust in the product.b) Have Aaron's story about why he created the site on the front page. Link to his livefinancials so people can play with the product.i) On his live financial's have bubbles showcasing the features of the site. Similar to atour of the product.i) Highlight 3 key things about the service, effortless tracking, automatic categorization& instant saving offers.orb2) Highlight the 3 major features of the site with icons above them that open to sampleimages. Link to Aaron's finances with a picture of him below that indicating take a tour of our CEO's finances.c) Show savings counter either per last hour/day or overall depending on activity and size.TBD after initial alpha launch.d) Link to current offers available or allow someone to put in there, bank, credit card, cellphone, mortgage, etc.. and we can show related offers about there.e) Links on bottom of the page: in the news, about, financial tips, blog, SECURITY,f) Everyone has a cell phone. We can allow everyone to enter there cell phone plan(minutes, cost) and recommend alternatives. I want to have some way that people caninteract and benefit from the site immediately. Then they can email it to friends. Greatexample: http://personal.fidelity.com/planning/retirement/content/myPlan/index.shtml orhttp://www.creditcardclients.com/sa/?s=pbz511Action Marketing Plans:Todaya) Add email collection to homepage with prompt.i) "How do you currently manage your finances?"ii) "What kind of things would you want in a financial product?"iii) "Would you like more money while doing less?"Alpha Launch Strategya) Have satisfaction survey that is numeric and must return greater than 90% reviews. Thisis a numeric questionnaire that we provide for all people testing the product.b) Launch to all investors, family and selected colleagues.c) Have metric dashboard in place (see metrics above)i) Structure code so ability to implement a/b testing and measurement of a/b results.g) SEM marketing and SEO piecei) Review the site for free with my good friends at pronetadvertising.com who are seo/sem expertsii) Make sure initial site has basics of SEO implemented, meta description, titles, url linkstructureiii) Contract with specific bloggers different verticals of information to have a library of content that will be indexed for seo and provide good resources for users.

a) We need to create our elite squad that we can put into different vertical andrepost their content on our site.e) Initiate contact with celebrity endorsers. Suze Orman, Robert Kiyosake, etc...Beta Launch Strategya) Have satisfaction survey that is numeric and must return greater than 90% reviews.b) Invite key financial bloggers, a few mom bloggers and a few gossip/female relatedbloggers to participate and provide feedback (listed above).c) Decide which exclusive publication will receive first press of the product. My best guess isWSJ, I have a great connection there.d) Provide exclusive video interview to Robert Scoble of Scobleshow, friend of mine andDave's. That will be shown when we do our public launch.e) Work with popsugar.com on an article for young girls (college).e) Leak out to Tech Crunch some of the details of the project to get some buzz going.f) Provide link for feedback and bug submissions.h) Collect 1-2 user testimonials from people using the product to put on the site duringpublic launch.i) Advertise on Paulstamatiou.comj) Notify Online Banking Report of upcoming launch and give him early review of product.Public Launch Strategya) Provide tool without referral fee for people to invite friends. This should be always visiblein the bottom left corner.focus on referrals.b) Allow people to sign up for our monthly newsletter. This will be provided to all registeredusers as well provide us with people who aren't ready to use the product but want monthlytips on saving and managing their money.c) Message board. I want to provide some ways that the product is not completely individualand there is a community around personal savings. There is not one major online forum forpersonal finances which gives us a great opportunity. This can be an out of box solution likephpBB or vbulletin.d) Display content of preferred partners who list us as elite partners on their site.i) Email Emily Chang, e@emilychang.com, to get listed on her ehub new company site:emilychang.com/go/ehubj) Spend 4 hours doing MySpace / Facebook guerilla marketing for females, groups andmessage boards.k) Add article about how to easily save money on ehow.com and wikihow.coml) Post ads (free) on craigslist in metrpolitan areas letting people know about the service.m) Make sure to highlight the security once someone has logged in and is consideringproviding their financial information. We should have a very simple security policy on thebottom of the site.n) Post on Digg + reddit.30 Day Post Public Launch Strategy

a) Evaluate launching referral fee at this point. We want natural organic and word of mouthgrowth to spur initial trials. We can turn this on at this point or later depending if the growthis greater than some target, say 30% users week over week.b) Message people in online community forums. (List above)c) Review traffic logs to see where referrals are coming from, what people are doing on thesite and optimize site based on this feedback.d) If we have significant statistics in terms of savings or users we should release a pressrelease to the media.e) Promote our savings to $1 million challenge if we think it is feasible that we can reach itby the end of the year.f) Consider exclusive partnerships on specific things, ie. Wells Fargo for banking, T-mobilefor cell phones.Dave's Questions + Notes:1. what messages/benefits would be most likely to hit home with them?2. what are the costs / efforts / resources / time required for each, and what is relativesize / potential for each?3. Check out PC World reviews4. Consider advertising here, http://mindpetals.com/5. Something to compare and devise our launch metrics, https://www.wesabe.com/page/news6. Things to do and add to the tasklist, tour, security policy, our promise, badges fromtrust companies, frequently asked questions, our purple cow and viral part, andlastly something related to community (small as message board) from the beginning.Possible design and money advisors.7. Consider doing the million dollar savings after alpha/private beta launch

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