WeSpotlight.com

Digital Strategy & Internet Consulting

Delivering value at the intersection of web technology, digital marketing, and business strategy.

Case Study: FundStrat Global Advisors

About FundStrat Global Advisors

FundStrat CEO Thomas Lee making his monthly appearance on CNBC.

Fundstrat Global Advisors is an independent research boutique, serving a broad array of clients, including institutional investors, wealth advisors, pension funds and high net worth individuals. The company provides fundamental strategy and independent research to some of the top hedge fund managers in the world and Wall Street analysts.

Initial Meeting

Thomas LeeManaging Partner

John BaiManaging Partner

Tzu-Wen ChenVice President

FundStrat Global Advisors Executive Team

Fundstrat found WeSpotlight online in organic search results. A week after FundStrat contacted WeSpotlight, executives from both companies met at FundStratHeadquarters in midtown Manhattan.

The executive team at FundStrat explained their gross dissatisfaction with their current website, as their prior digital team did not understand the goals of FundStrator was otherwise unable to execute on their plans.

FundStrat explained that they wanted to bring their research publication & distribution processes online, and provide their customers with an easy to use, secure method to view protected FundStrat research.

Meeting II – Digital Strategy Consulting

Customer Analytics• FundStrat requested the ability to categorize customers by their account

category, so WeSpotlight recommended they also be able to see who is downloading their content and when • Purpose: to track customers who are crossing over into new product

categories, so that they can identify opportunities to upsell their clients

Design of the Research Library• Most of FundStrat’s customer base are in the financial analysis community.

We provided mockups of their newly designed Research Library, and made it resemble that of how SEC documents are provided.• Purpose: to provide a familiar user experience to their customer-

base, and promote a presence of authority and trust (branding).

In the initial meeting, WeSpotlight defined organizational goals to be accomplished for FundStrat via web technologies. Based on those goals, WeSpotlight made several recommendations to be added or changed from the solution specifications FundStrat had initially planned for. Two highlighted WeSpotlight proposed features/design specification alterations:

Proposed Feature: Exportable Customer Analytics Data

WeSpotlight provided FundStrat with a data-driven approach to identifying top opportunities for upselling current customers into new product categories, top performing content, customer engagement, and customer profiling – understanding when research is being accessed most often.

This tool has transformed FundStrat’s ability to grow accounts, and a provided the organization with a much deeper understanding of their customer base.

Proposed Feature: Understanding the Customer – Research Library Conversion Optimization

These brand expressions were injected into the most used area of the FundStrat website, the Research Library – only paying customers have access to reports in this section.

FundStrat Global Advisors generates revenue by selling their research. WeSpotlightdetermined the most important brand expression for FundStrat are:

1 - Trustworthiness2 - Authoritative

VS.

FundStrat Global Advisors Library Securities & Exchange Commission Library

Proposed Feature: Enhanced Security Features –WeSpotlight Solution

Because FundStrat research is so valuable, there is a high risk of unauthorized distribution of content –the executive team voiced this concern in early discussions.

WeSpotlight proposed the following solution to Fundstrat: Instead of offering downloadable content, embed all protected research instead. That way, customers won’t be able to pass research back and forth to each other while only paying for one account.

FundStrat loved the idea, WeSpotlightbrought it to life.

WeSpotlight Gets Busy…

WeSpotlight spends 2X – 3.5X more time on project planning than on project execution

WeSpotlight turned around a final product, complete with a testing & QA report, as well as thorough user documentation guides in under 70 Business Days!

www.fundstrat.com

WeSpotlight.com

Digital Strategy & Internet Consulting

Delivering value at the intersection of web technology, digital marketing, and business strategy.