The document discusses challenges and opportunities faced by American Portfolios Holdings, Inc. The main challenges are increasing sales revenue, corporate branding, and marketing campaigns. Opportunities identified are acquiring and retaining financial advisors through databases and fintech partnerships, building digital assets and social media presence for branding, and implementing paid digital advertising and local events for campaigns. Future trends discussed include catering to millennial and baby boomer generations through different product offerings and regulatory changes.

1. CORPORATE CHALLENGE
AMERICAN PORTFOLIOS HOLDINGS, INC
SUBMITTED BY TEAM # 10 – KATIKALA SAI ANANTH SHASHANK, UMMEHANI SADARWALA, MANASI BHIDE
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2. BUSINESS CHALLENGES
CORPORATE
MARKETING
CAMPAIGNS
• How do we
promote our
business through
different mediums?
CORPORATE
BRANDING
• How do we create
brand awareness &
enhance visibility in
the market?
INCREASING SALES
REVENUE
• How do we grow
our Financial
Advisor base?
The challenges faced by American Portfolio have been categorized as follows:
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3. OPPORTUNITIES
Based on the Challenges, the following opportunities have been identified.
INCREASING SALES
REVENUE
• Acquiring new
financial advisors
• Retaining existing
financial advisors
• Using services of
Fintech firms
CORPORATE
BRANDING
• Building Digital
Assets
• Social Media
Presence
CORPORATE
MARKETING
CAMPAIGNS
• Paid Digital
Advertising
• Local Visibility
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4. INCREASING SALES
REVENUE
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5. ACQUIRING NEW FINANCIAL ADVISORS
• Using Database Marketing as
key to identify, connect &
recruit new financial advisors
• We identified a CRM software
named “Discovery Data”
which can help you identify &
target specific advisors
RECRUITING
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6. A QUICK LOOK INTO DISCOVERY DATA
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7. KEY FEATURES & PRICING
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Annual Subscription costs $ 15000 to be renewed on yearly basis

8. FINTECH
SERVICES
XYPLANNING
NETWORK
 Offers Virtual Financial
Advisory services
 Generation – Based
Client categorization
(Baby Boomers, Gen X &
Gen Y)
 Categorization based on
Fee Structure (Flat Fee or
AUM)
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9. FINTECH
SERVICES -
WEALTHFRONT,
LLC
 Software based
investment account for
small investors
 First $10,000 managed
for free
 Tax- Aware Asset
Allocation
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10. RETAINING EXISTING FINANCIAL
ADVISORS
Sales tools
Interactive Sales
Video
Ayantek, LLC has
expertise in designing
sales tool for financial
industry
Training
Webinars
Continuing Education
Events
Networking / Social
Prospecting
Healthy referral
alliances
Recognition
Felicitate “Best
Financial Advisors of
the year”
Incentivize on
achieving sales target
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11. CORPORATE BRANDING
STRATEGIES
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12. BUILDING DIGITAL ASSETS
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• Product Videos
• Press /
Corporate
Releases
Building Interactive
Website
• Finance Apps
• Podcasts
Mobile Marketing
• Blogs
• Discussion
Forum
Content Marketing

13. SOCIAL MEDIA PRESENCE
Current Scenario
• Not much digital presence
• 143 Followers on Twitter & 152
page likes on Facebook v/s 800
current financial advisors
• No YouTube Presence
Challenges
• Regulatory Constraints
• Compliance and Archiving of
Data
• Brand Protection
• Lack of familiarity with the social
media
Suggestions
• Designing Social Media
Guidebook
• Outsource Social Media
Compliance
• Introduce In-house social
networking platform for training
• Publish Videos of Top
Management or News Release
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Other Market Players are Erado; Arkovi (BMRW) and Message Watcher LLC (Joint venture); Socialite by Actiance

14. SOCIALWARE TECHNOLOGY FOR
COMPLIANCE ON SOCIAL MEDIA
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Approx. monthly cost is $60 per social media website/ user(retail cost)

15. CORPORATE
MARKETING
CAMPAIGNS
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16. SERP ANALYSIS of TOP COMPETITORS
Companies Ranking Monthly Clicks
Total Cost in $ /
month
Search Results/
month
Social Domains CPC/ month
Fidelity 71 159000 3210 69.5M
WordPress, Facebook,
Twitter, YouTube,
LinkedIn 0.02019
Charles Schwab 70 39000 913 6.44M
WordPress, Facebook,
Twitter, YouTube,
LinkedIn 0.02341
Commonwealth
Financial Advisors
56 519 99.19 7.85M
WordPress, Facebook,
Twitter, YouTube,
LinkedIn 0.19112
LPL Financial 53 2350 2640 431000
WordPress, Facebook,
Twitter, YouTube,
LinkedIn 1.12340
Cambridge
Investment
Research
42 394 240 5.09M
Facebook, YouTube,
LinkedIn
0.60914
American Portfolio 42 14.8 43.47 13.1M Twitter 2.93716
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17. ORGANIC KEYWORDS & PAID ADWORDS
Companies Organic
Keywords
Organic Clicks Top Organic Keywords Paid Adwords
Fidelity 42641 85% Fidelity Investment, Online
Investment Company, Investment
ETF Funds, Buy Stock, Stock
Brokerage
Charles Schwab 27467 83% Broker Online, Charles Schwab,
Investment service, online investing
company
Brokerage Accounts, IRA
Accounts, 401K Accounts,
Commonwealth
Financial Advisors
822 93% Independent Financial Advisor
Network, Equity Services, Common
Wealth, Finance Network,
Broker Dealers, Financial
Investment, Financial Advisor
jobs, Financial Advisory
LPL Financial
1000 100% LPL Financial, LPL, Linsco Private
Ledger, Financial Advisor
NA
Cambridge
Investment Research
92 32% Investment research Company,
Cambridge investment research inc,
independent financial research,
Cambridge financial
Independent broker dealer,
brokerage companies, cheapest
share broker, broker companies
American Portfolio
31 100% Portfolios, financial services Inc,
financial American, financial services
NY,
401K Accounts, Independent
Broker, ETF Funds, IRA Accounts,
Investments
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18. LINKEDIN ADVERTISING
WHY?
• Social Networking Site
for Professionals
• Delivers business
focused content for its
network
WHAT?
• Most accurate targeting
of any ad platform
• Audience Sizing
• Self Service tool
HOW?
• Allows to create Banner
Ads
• Min. CPC and CPM is
$2.00
• Daily Minimum per
campaign is $10.00
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19. LOCAL VISIBILITY
Local Business
Listing
• Yelp.com
• Angieslist.com
Local Events
• Meetup.com
• Associate with
Community Service
to promote
financial literacy
Local Publications
• Personalized web-
site for Financial
Advisor
• RegisteredRep.com
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20. FUTURE LANDSCAPE
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21. HOT BUTTONS FOR MILLENNIAL GENERATION
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Behavior Requirements Offerings
Not inclined towards purchasing stocks Risk Averse Asset Allocation
Not enough assets to manage Does not want to pay Asset
Management fee
Monthly retainer plan
Seeks transparency in dealing with advisors Tool Convergence Financial / Investment Apps,
Investor Communications
Low advisory fee Cost reduction on advisory fee Robo -Advisors

22. WHAT ABOUT BABY BOOMERS?
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OFFERINGS
OPPORTUNITIES
401K
Investments
IRA Savings
OFFERINGS
Asset
Allocation
Low
Advisory Fee

23. REGULATORY ENVIRONMENT
 Fiduciary Standards Legislation for IRA accounts proposed by DoL can impact the commission
structures of financial advisors
 IRS to be involved in monitoring & enforcement of this rule.
 Podcast or educational audios & videos would help advisors
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24. References
• www.americanportfolios.com
• www.ayantek.com
• www.wealthfront.com
• www.xyplanningnetwork.com
• www.socialware.com
• www.spyfu.com
• www.linkedin.com/ad/start
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25. THANK YOU
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