PROPOSED BUSINESS STRATEGIES TO INCREASE AWARENESS OF MILLENNIALS TO INVEST IN INVESPROPERTI.ID

• Main Author: Kardinal Pratama, Basytyan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/32899
• Institution: Institut Teknologi Bandung

InvesProperti is one of the promising Fintech start-up companies from Bandung that aims to make property investment accessible to everyone using the crowdfunding mechanism. It is easy to use, affordable, starting from 1 million rupiahs per slot, lucrative return of investment and based on Sharia compliance. InvesProperti internal and external company condition is analyzed to get a better understanding about InvesProperti current condition. The internal condition is analyzed by STP (Segmenting, Targeting, Positioning) focusing on millennials (and late millennials) as the prime market, age 25-40 years old who interested in investment opportunity and BMC (Business Model Canvas) analysis which mapping InvesProperti activities process. On the other hand, the external condition will be analyzed by Porter’s Five Forces, Consumer Analysis and Competitor Analysis that showed the strength of the company. After getting understanding of InvesProperti current company condition, Root Cause Problems Analysis, TOWS Analysis by combining SWOT Analysis and Macro Environment Analysis is also analyzed to identify, prepare InvesProperti’s strengths which are easy, low risk, high return investment and strong domain expertise by the founders in the industry; overcome the weaknesses such as the limited project option, need time to build trust and need legal expert to minimize the risk; find the opportunities and define new strategies to answer why millennials are not investing their money through InvesProperti and to cope with multiple threats such as new competitors and low liquidity. The analysis was conducted to find out what should be done by InvesProperti to develop the business and meet the market fit. And from all those analysis author can describe the further step in developing InvesProperti promotion and business strategies to millennials. Therefore, there are several strategies that can be done by InvesProperti to attract millennials, which are educating them about the importance of investment as early as possible especially in the property industry through InvesProperti’s community channel, attending several events such as exhibition and startup competition to get trust and improve brand awareness of the company, developing good product based on the customer’s feedbacks, maintaining and optimizing the channels that InvesProperti has through social media and e-mail marketing to engage the customers about the product. And if possible use micro-influencers to reach wider market. And keep being up-to-date to the OJK regulation that still under the planned about crowdfunding equity regulation to get public trust.