project report rupeeseed

8/11/2019 Project Report RupeeSeed

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ACKNOWLEDGEMENT

I hereby take this opportunity to thank RupeeSeed and Acumen Capital (India) Limited for

providing me a corporate exposure through the course of my summer internship.

I would like to express my sincere gratitude towards Mr. Sandeep Manoharan (Business Head)

for providing me with the great opportunity to become a part of his Mumbai team. I would also

like to extend my thanks to my company guide and reporting manager Mr. Saurabh Patel (Retail

Head), for providing me encouragement and guiding me all throughout and for being a great

support.

I would also like to thank Prof. Pradeep Mazumdar, my faculty guide for extending his support

in undertaking this Summer Project.

I would also like to thank Mr. Tushar Agarwal (Sales Head), for being a constant support withinsights on the capital market industry and financial markets on a whole.

Finally I would like to extend my gratitude to IMT Nagpur for providing me with this platform.


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Successful Completion Certificate


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Table of Contents

ACKNOWLEDGEMENT .............................................................................................................. 2

Successful Completion Certificate .................................................................................................. 3

EXECUTIVE SUMMARY ............................................................................................................ 6

INTRODUCTION AND OBJECTIVES OF THE STUDY ........................................................... 7

Financial Markets........................................................................................................................ 7

Capital Markets ........................................................................................................................... 8

Money and Commodity Markets ................................................................................................ 9

Presence of RupeeSeed in Financial Markets ........................................................................... 10

Softwares used in Financial Markets ........................................................................................ 10

RupeeSeed as a Software .......................................................................................................... 11

Investment and Related Industry in India ................................................................................. 11

Objective of the Project ............................................................................................................ 12

CONCEPTS AND MODELS USED IN THE STUDY ............................................................... 13

Segmenting ............................................................................................................................... 13

Cold Calling .............................................................................................................................. 14

AIDA Principle ......................................................................................................................... 15

COMPANY ANALYSIS .............................................................................................................. 16

Management Team of Acumen Group and RupeeSeed: ........................................................... 16Features of RupeeSeed .............................................................................................................. 16

Segments Offered by RupeeSeed.............................................................................................. 18

SWOT analysis of RupeeSeed .................................................................................................. 19

Tabulation of Results ................................................................................................................ 20

FINDINGS AND RESULTS ........................................................................................................ 23

INTERPRETATION AND RECOMMENDATIONS ................................................................. 24

Interpretation ............................................................................................................................. 24

Conclusion ................................................................................................................................ 25

Recommendations ..................................................................................................................... 25

LIMITATIONS OF STUDY ........................................................................................................ 27

SCOPE FOR FURTHER IMPROVEMENTS.............................................................................. 28

APPENDICES .............................................................................................................................. 29


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BIBLIOGRAPHY ......................................................................................................................... 31

Search Engines: ......................................................................................................................... 31

Investment related details: ........................................................................................................ 31

FAQs and Company Related Data: ........................................................................................... 31

Books: ....................................................................................................................................... 31

Table of Figures and Tables

Figure 1: Overview of Financial Markets ....................................................................................... 7

Figure 2: Structure of Capital Market in India................................................................................ 9

Figure 3: Various Softwares in Financial Markets in India .......................................................... 10

Figure 4: Main players in Capital Markets ................................................................................... 12

Figure 5: Management Team of Acumen Group and RupeeSeed ................................................ 16

Figure 6: Four Trading Platforms provided by RupeeSeed .......................................................... 16

Figure 7: Live Scanner in RapidRupee ......................................................................................... 17

Figure 8: Segments offered by Rupeeseed.................................................................................... 18

Figure 9: SWOT Analysis of RupeeSeed ..................................................................................... 19

Figure 10: Hot Leads .................................................................................................................... 22

Figure 11: Four Ps of RupeeSeed ................................................................................................. 24


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EXECUTIVE SUMMARY

The Project involves a study and understanding of the capital market industry and the softwares

used for analytics and stock trading, penetrating RapidRupee analytics and trading platform to

retail clients in Mumbai, and to create new sub-brokers with a view of expanding business.

Three primary objectives of the project were:

1. Increasing the awareness of RapidRupee market analysis and trading platform, and

RupeeSeed as a brand through continuous relationship building exercise with prospective

retail clients and stock brokers

2. Increase the sales of RapidRupee software to retail clients

3. Creating a partnership with existing sub-brokers in the market and converting them to

RupeeSeed sub-brokers

4.

Create partnership with training institutes, who train students in capital market andrelated investment markets

The main focus of the internship was on retail clients. They include traders with moderate to big

capital and stock market sub-brokers and main brokers. Also, training institutes were targeted for

partnerships so as to spread the name of RupeeSeed as a broking firm to young students who will

start investing and trading in near future.

A lot of interaction was involved with the Relationship Managers at big broking houses, Sub-

Brokers, Jobbers & Traders at various places in the city and relationship building activity was

done. Sales Pitch was to be prepared by the interns on the products and sales drive opportunities

were created.

We also collected feedback on servicing issues through a small questionnaire focusing on

improving our support services to the traders, and according the reviews from various sources

alterations were made in the RapidRupee software on frequent basis, that is minimum two

updates a week.

After doing exhaustive field work and sales pitching for 8-9 weeks, a set of recommendations

have been given on improving the penetration of RapidRupee software.


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INTRODUCTION AND OBJECTIVES OF THE STUDY

Financial Markets

Financial markets are markets wherein traders and investors buy or sell assets so as to make

profits or minimize risk or both. Financial markets include three sub-classes viz. capital markets,

money markets and commodity markets.

The following diagram (figure 5.1) depicts financial markets in general:

Figure 1: Overview of Financial Markets

FinancialMarkets

Capital Markets

Equity

Primary Secondary

Derivatives

Debt

Money Markets

T-Bills andCommercial

PapersDebenture

Call Money

CommodityMarkets

Spot Derivatives


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Capital Markets

These are markets where buyers and sellers trade in long-term assets like debt or equity backed

securities. In India, the most prevalent securities are equity-backed securities. These include

equity shares and equity derivatives. These markets are channels for:

1.

Wealth savers, who invest money for a long time horizon2. Businesses, who hedge against some asset they have to reduce their risk

3. Traders, who trade or speculate short term trends with an objective to make profits takinghigh risk

4. Arbitragers, who trade in complimentary or supplementary assets in order to earn from

the market irregularities

5. Derivative Writers, who sell derivatives and have the assets in hand, assuming moderaterisk and expecting high returns

Modern capital markets have evolved as electronic trading systems. There are certain regulations

and regulators, service partners and other players in the electronic system.

The following are the components of capital markets in India:

Stock Exchanges: The main stock markets in India are BSE and NSE. These markets are

regulated by SEBI. The function of these stock exchanges is to list various securities and enable

trading of these securities. These securities are traded in electronic form in modern stock

exchanges. Members having direct access to the stock exchange systems are said to have a direct

market access (DMA). They are mainly main brokers and institutional traders.

Clearing Corporations:There are entities called as clearing corporations, who enable investors

and brokers to transfer their stocks in electronic forms. Once stocks are traded, they need to be

transferred from one party to another. These corporations enable in the transfer of the electronic

stocks.

Clearing Members:These are parties in the capital market that help in transferring the stocks.

They do the actual transfer through the infrastructure of clearing corporations. They are sort of

agents for the transfer of traded securities.

Depository Participants:There are entities called depository participants or partners, who

deposit the electronic form of stocks for their clients in clients depository accounts, which are

also called as DEMAT accounts. Depository partners act like bank in helping clients safeguardtheir stocks in electronic forms in their vaults. Various DPs include players like RupeeSeed,

Bank of Baroda, ICICI Bank, Kotak Securities, and most of the broking houses.

Brokers:Brokers are players that help investors and traders buy and sell stocks in market.

Various brokers in market include players like RupeeSeed, Angel Broking, Nirmal Bang, Motilal


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Oswal and Anand Rathi. Sub-brokers are partners with brokers, who through brokers help their

clients trade in stocks. Traders, investors and institutions who trade are all trading members.

Issuers:Issuers and related agents are parties that enable issuing new securities in the market

either through IPO or FPO.

The following diagram (figure 5.2) helps in understanding the various players in capital market

(specifically equity market):

Figure 2: Structure of Capital Market in India

Money and Commodity Markets

Money Markets are the markets through which short term securities and currencies are traded.

Currencies are traded in the form of spot and futures or derivatives. In spot market, the

currencies are directly converted. Parties such as Western Union usually carry out theseactivities. In derivative markets, currency futures and options are commonly traded with other

specialized derivatives. These derivatives can be traded either through exchanges or over the

counter. Exchanges such as NSE enable currency derivatives.

Commodity markets include exchange of commodities like gold, silver and iron through

exchange. Generally, derivatives of commodities are traded through these exchanges.

Stock Exchange

(Example: NSE,

Trading Member

(Example:

Investor

Clearing

Corporations

(Example: CCIL)

Depository

(Example: NSDL)

Clearing Member

(Example: Karvy)

Depository

Participants

(Example:Issuer/Agent

(Example: Reliance,


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Presence of RupeeSeed in Financial Markets

Rupeeseed is a main broker for stock markets like NSE, BSE, Singapore Stock Exchange and

NYSE. It is also a depository participant for the above-mentioned stock markets. It is present in

commodity markets like MCX and CBOE and cash derivative markets through NSE.

Softwares used in Financial MarketsStocks and securities are traded electronically in this modern era. Many parties use various mix

of software to trade and prosper.

Softwares used in financial markets fall under various categories viz. trading softwares, technical

analysis tools, market analytics softwares, fundamental analysis softwares, information fetching

tools, portfolio management softwares and customized softwares.

The following diagram (figure 5.3) depicts the softwares in a elegant manner:

Figure 3: Various Softwares in Financial Markets in India

Used to trade secirities in financial markets

Examples: ODIN, NOW, RapidRupee, RupeeSeedTrading Software

These are used for charting and various other technical analysis

Examples: Falcon, MetaStock, RapidRupee

Technical ChartingTools

These are used to generate buy/sell signals based on trands and patterns

Examples: Falcon, RapidRupee, eSignal

Market Analytics

Software

These are used to fetch fundamental information about various securities

Examples: Bloomberg, Reuters, MoneyControl

InformationPannels

These are tools for managing portfolio, including risk management and variousscatter technologies

Examples: Share Khan Proprietory Software, RupeeSeed

PortfolioManagementTools

These are systems that trade automatically based on the parameters feeded

Once a trigger is enabled, trade is pushed

Examples: ZeroDHA, RapidRupee (latest version only)

Automated TradingSystems


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RupeeSeed as a Software

RupeeSeed has a mix of four softwares. They are:

1. RupeeSeed: Online trading and portfolio management software. It is also a partial

information panel, which shows only current information but not historical information.

2.

RapidRupee: It is a mix of trading software, charting tool and analytics software. Madewith state-of-art algorithms, it provides various studies for stocks, derivatives and

commodities and cash. It also introduced automated trading facility on June 8, 2014 inthe latest version.

3. MobiRupee: A version similar to RapidRupee for Android and iOS platforms. One of the

best options for frequent travellers.4. RupeeLite: A lighter non-graphic version of RupeeSeed. Useful for people having a low

bandwidth connection.

Investment and Related Industry in India

India has a huge investment industry for equity, derivatives and commodity markets. In equity

markets across the country, more than 7800 scripts are listed. Of these listed scripts only about

3000 are actively traded. Investors in India pay a high cost of transaction as compared to their

foreign counterparts. This is one of the reasons for low retail participation in stocks.

Only retail clients consume about 5% of the annual turnover, institutional investors take up rest.

Bond market in India is highly underdeveloped. There are hardly any players in trading of bonds

and debentures. Only institutional investors participate in debt market in India, that too mostly

for non-tradable securities.

The following is the list of key brokers in India:

Name BrokerageCharges (Yearly

Maintenance,

Intraday,

Delivery)

Presencein Equity

Presencein Cash

Presence inCommodity

Presence inDerivatives

ZeroDHA 400 + Rs. 20 or

0.01% whichever

lower + Rs. 20 or

0.1% whichever

minimum

Yes No No Yes

Ventura 72000 + 0.0001 +

0.1% and Rs. 18 per

lot

Yes No No No

Angel

Broking

1000 + 0.0005 +

0.45% and Rs. 50

per lot

Yes Yes No Yes

Share

Khan

750 + 0.001 + 0.005 Yes Yes No Yes

Axis

Direct

100000 + 0.00015 +

0.001

Yes No No


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RupeeSee

d

400 + 0.0003 +

0.3% or Rs. 60 per

lot

Yes Yes Yes Yes

Nirmal

Bang

300 + 0.0006 +

0.5% or Rs. 50 per

lot

Yes Yes No Yes

Motilal

Oswal

NIL + 0.0005 + 0.5%

or Rs. 100 per lot

Yes No Yes Yes

Figure 4: Main players in Capital Markets

There are around 22 active exchanges in India for equity and cash, out of which only 2 are active

viz. BSE and NSE. In commodity market, only one exchange MCX is active.

Objective of the Project

The following points summarize the objective of the project:

1. To understand financial markets in India

2.

To understand mindsets of retail prospects for a main broker3. To understand various behavioral patterns of sub-brokers

4. To enhance awareness of the brand RupeeSeed and Acumen Capital (India) by spreading

the merits of RupeeSeed and to showcase RapidRupee analytics and trading tool tovarious sub-brokers and high-volume traders

5. To penetrate RapidRupee to retail clients

6. To create selling opportunities through sales drives7. To create sustainable partners for RupeeSeed

8. To come up with strategies to improve relationships with retail clients as well as sub-

brokers

As the profits margins with retail clients are maximum in financial markets in India, the focus of

RupeeSeed is to target retail customers. Hence, the objective of our project was to target only

retail clients which includes small sub-brokers and traders.

Since, retail market for main brokers and software vendors includes many players and

RupeeSeed is a new entrant in software for capital market, the main focus of the project

has to be on creating a brand awareness of RupeeSeed before selling.


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CONCEPTS AND MODELS USED IN THE STUDYAs the main job was sales and creating brand awareness, tools like cold calling, AIDA and

segmenting of customers were used. The following sections depict these models.

Segmenting

Of the huge list of sub-brokers and traders available in the database bought by the company,

more than 60% of the contacts were dead contacts. Out of the remaining contacts, 42% of them

were not interested in knowing a new brand in capital market and 37% of them were not

interested in switching from their existing brand (as per the actual data collected during the

project). Hence, there was a need to segment contacts based on various factors.

Segmentation is the process of dividing the target market into various groups, based on various

factors. The commonly known factors are geographical, demographic and behavioral.

The standard factors of differentiation did not work for the project; hence it was required to

create different factors for segmenting. The activity of identifying the differentiating factors tookalmost four weeks to be identified, but it helped a lot in reducing cold calling to dead clients and

to find people who would be interested in knowing the product and offering from RupeeSeed.

Segmentation was done on the following factors:

1. Phone Numbers:The database given to interns was a huge database. It contained many

contacts that were dead or contacts with wrong or changed phone numbers. Hence, to

reduce the calling frequency it became essential to scan through the phone numbers.Various parameters were used in segmenting based on phone numbers:

a. Phone numbers with discontinued series were first identified and the entries in the

database were put in a not-to-contact list. For example, numbers of the range 022-567XXXXX and 022-31XXXXXX were changed due to TRI instructions andwere not working at all. Also the database contained the list of number which did

not include a 2 in the start

b. From experience, it was found that the numbers of mobile series98200XXXXX, 9322XXXXXX, 9223XXXXXX were accurate to a ratio

of 90%

c. True Caller Verification: From the then shortlisted numbers, software like truecaller was used to check he validity of the number and only if the name matched

the listed name, the number was shortlisted for calling

d. Yellow Page listed Numbers: It was observed that most of the numbers listed on

yellow pages services were of receptionists in case of larger sub-brokers. Thesenumbers were rejected as it was difficult to reach the decision maker through the

receptionist

e. Service Provider: Some service providers like Ventura and Share Khan had

identified targeting patterns of RupeeSeed Sales team and had instructed theirsub-brokers and clients not to entertain calls from RupeeSeed

2. Locality:The given database also contained the address of residence/offices of the

contacts. It was noted that people residing in suburban localities like Borivali and


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Andheri were comparatively easy to target than their counterparts in the main town area.

Also addresses with areas such as Vile Parle and Matunga were difficult to target. Hence,

contacts from the easy to target areas were contacted first3. Language of Communication:Three commonly encountered language of

communication included Gujarati, English and Hindi ordered in the number of people

encountered. It was noted that the population who preferred communicating in Englishwere the people who were most interested in technical part of the software. Similarly,people speaking Gujarati were more interested in value proposition of the whole package.

Sales pitches were made accordingly

Cold Calling

Cold calling the shortlisted contacts was an important step in setting up appointments. Most of

the contacts did not entertain walk-ins. Hence, cold calling was extensively carried on during the

initial days till enough number of hot leads were generated, and continued till week seven of the

internship project.

Cold calling requires good pitching skills to set an appointment. The common pitches were

Greetings! I am X calling from RupeeSeed, a main broker in capital market. We have come up

with a real-time analytics software that can provide you many benefits over conventional

softwares available in market and Have you ever wanted a software that can help you/your

clients generate profits without much efforts.

The following points were taken care of:

Introduction

1.

Formal and brief2. Successfully introduce the company

3. Contained a reason to call

Probing question

1. Open ended

2. Help us qualify an opportunity

3. Encourages the contact to talk

Hook

1. Brief introduction of services offered2. The value that the contact could get from our services

Call to Action

1. Brief in itself

2. Explained the next step

3. An example of value proposition, for example Have you watched RIL prices latelyour software generated a buy call a few minutes back and our clients generated good

profits

Closure


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1. Polite

2. Thank the contact for valuable time taken

3. Propose an appointment for demonstration

Also, care was taken that calling was done in after-market hours, as people involved in stock

markets do not entertain calls during the market hours.

AIDA Principle

AIDA principle stands for attention, interest desire and action principle of communication.

Attention is an important part in communication if the prospective client is not interested in the

conversation.

Attention can be gained by starting the conversation like I will show you how I can make a

hundred rupees in five minutes by using only ten thousand rupees. Bold statements attract

people to the topic.

The next step is interest. To gain interest, general talks about markets conditions and a few

techniques in trading in which the prospect in interested were discussed.

To gain desire, value propositions that RupeeSeed can offer need to be listed to the prospect.

How the prospect can trade in his way by using the service was demonstrated.

Action was made with experiential marketing. A demo service was given to the prospects and

they were guided to use the service and trade in live market, which generated positive results for

around 78% prospects. At times, even before the prospect can enter trade in his/her system, price

would shoot up. This was due to great volatility of the market due to ongoing national elections.

For example, while demonstrating to Mr. Suresh Jain of Kedia Investments, price of DHFL rose

up by 5 rupees even before he could enter the trade. This event created a great impact.


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COMPANY ANALYSISRupeeseed has the competency in online share trading with various of unique features.

RupeeSeed has a dedicated team for market analysis, technical development and sales apart from

the back office team. There is a dedicated in-house team for development of the four packages

and the team constantly is in search for new features to be added to the softwares.

Management Team of Acumen Group and RupeeSeed:

Figure 5: Management Team of Acumen Group and RupeeSeed

Features of RupeeSeed

The USP of RupeeSeed is its simplicity in trading, trendy outlook and information presentation in

an elegant manner. RupeeSeeds main objective is to enable its clients with profits in an easy

manner. Rupeeseed have been successful in executing its goals constructively. An evolutionary

algorithm sprints beneath statistical calculations and modern technology to offer the clients an

edge of profitable trades.

Acumen Group and Acumen Capital (India) Limited are parent companies of RupeeSeed.

Acumen group has its presence in India since 1996, based at Kochi. RupeeSeed technology

ventures was created in the year 2011 and is since functioning profitably.

The brand RupeeSeed consists of four softwares viz. RupeeSeed, RapidRupee, MobiRupee and

RupeeLite. The following diagram (figure 7.1) illustrates the four platforms:

Figure 6: Four Trading Platforms provided by RupeeSeed


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RupeeSeed is a website for investors. An elegant website that enables investors to trade online

and providing them information necessary for trading. RapidRupee is an advanced analytics and

trading platform meant for sub-brokers advanced traders. MobiRupee is a trading platform for

mobile phone platforms like android and iOS. RupeeLite is a fight weight platform that has no

graphical elements and functions similar to RupeeSeed.

A distinct feature of RupeeSeed is Trailing Stop-loss. It is a stop-loss that trails the current price,

and executes if it finds a gap of defined rupees in price level from the local price maxima. For

example, if a trailing stop-loss of 2 rupees is entered on a stock trading at 100 rupees, and the

stock goes to 110 rupees and start reversing from that point, the stock is sold at 108 rupees.

Also, RupeeSeed has features that enable investors calculate in-the-money and out-the-money

hedging positions and also shows various spreads, strangles and straddles. Apart from these

features, RupeeSeed has all the features its competitors are providing.

RapidRupee has many other distinct features. Some of them are:

1. Multiple Watchlists:It is difficult for traders to view all factors of markets in one view.

So, different watchlist views are created, which can be switched easily, so that traders can

view all parameters.

2. Live Scanner: It is a feature of RapidRupee, which scans all the market based on a few

evolutionary algorithms, and displays stocks that might show a huge movement in either

side. It is accurate up to 80%, which is quiet good as compared to other competitors. A

screenshot of live scanner is demonstrated in figure (figure 7.3) below:

Figure 7: Live Scanner in RapidRupee


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3. R&S Symbol Watch:This tool shows the resistance and support level of the various

stock in market. It has one added feature; it shows volume of stocks including unexpected

volume levels. This enables trader to know unusual volumes and movement trends and if

trades are made in these stocks, enormos profits can be generated.

4.

Live Data:The data in the RapidRupee software is live. Only the transmitting time is the

delay in the data. This enables a perfection for traders in the market.

There are two ways to obtain RapidRupee software. One is to buy the software for a cost of rupees

eighteen thousand and other is to become a sub-broker or a trading member of the RupeeSeed group

with a minimum limit on profits shared with RupeeSeed.

Segments Offered by RupeeSeed

Currently RupeeSeed deals in the following segments:

Figure 8: Segments offered by Rupeeseed

An enhanced list of the services provided by RupeeSeed is as follows:

1. Equity trading

2. Commodity trading

3. Currency Futures

4. Interest Rate Futures

5. Depository Services

EquityEquity

Derivatives

CommodityDerivatives

CashDerivatives


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6. Mutual funds

7. Insurance

8. IPO

SWOT analysis of RupeeSeed

Figure 9: SWOT Analysis of RupeeSeed

Strengths: Strongtechnology, elegant

and simple looks, easy

to use, appropriatedata

Opportunities:Capableof replacing famoussoftwares in markets

like Falcon andMetaStock

Weaknesses: Missesfindamental data onstocks, only works onWindows and lacks

support for Mac

Threats: Low brand

awareness, nocategory wise

subscription asavailable withcompetitors


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Tabulation of Results

The following are the contacts touched and demo given to the contacts:

S.no

.

Client Name Contact

Number

Address Remarks

1 HimanshuShah

9821127860

Opera House Hot Lead: Visited thrice (once with TusharSir), need to touch in future

2 Harnish

Gandhi

998795006

6

Opera House Hot Lead: Visited thrice (once with Tushar

Sir), need to touch in future

3 Manish Shah 989035569

3

Subhash Lane,

Kandivali

Drop. Saw software but said we do not

require this software at this moment

4 Nikunj Doshi 983387006

1

Rughani Palace,

Iraniwadi

Drop. He said he is using falcon

5 Prasad Rane 976922888

7

Opp. Bhurabhai Hall Walk in. Drop. They have a similar

software from their main broker

6 Santosh

Yadav

982092087

1

Kandivali Appointment postponed next week

7 Suresh Bhai 989234811

1

Borivali East Interested in software but felt it is

expensive

8 Himani

Maam

983388280

9

Mahavir Nagar Hot lead, need to contact after 10/06/2014

9 Harish

Mundra

982189845

0

Malad Link Road Not Interested

10 Prakash Bhai 61614577 Near Kandivali

Station

Not Interested; Only works on tips

11 MEENA RAVI

KANKLIYA

982017289

9

LT Road, Borivali Called Next Week

12 Anil Bhai 28918310 Borivali East Not Interested

13 Mr. Jay 9867333329

Kandivali, Charkop Big Sub-Broker; Hot Lead; Need to touchonce. He is quiet interested in charting

option and needs a charting tool.

14 Girish

Meghani

981955536

2

Opera House Hot Lead: Visited thrice (once with Tushar

Sir), need to touch in future

15 Nilay Shah 982055908

1

Kandivali Using esignal software, says his software is

better

16 Vijay

Chaudhary

942141839

6

Virar Hot Lead; Need to touch on 14/06; Demo

is installed on 04/06/2014.

17 Mehul

Vasani

932129292

3

Borivali East Hot Lead; Need to touch once

18 Paras Bhai Borivali West Reference given by Mehul Bhai ; Revisit inJuly required

19 Ketan

Bhimani

982007067

6

Borivali Using Falcon, Bloomberg, Metastock

20 Navin 62543457 Kandivali Not Interested

21 Mital 992099023

9

Borivali Not Interested

22 Ujjwal Shah 982073397 Borivali Using Falcon


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9

23 Suresh Bhai 989234811

1

Borivali Software expensive

24 Pankaj Bhai 932302115

7

Kandivali Not Interested

25 Hiral Desai 9819325868 Borivali E Told to email about the software, but latersaid not interested

26 Rajni Mehta 986901345

6

Kandivali E Not Interested

27 Sachin Kale 71042228 Vashi Not Interested

28 Mr. Singh 982366890

4

Vashi Not Interested

29 Darayes

Maneck

Karkaria

982101261

6

Fort Using Falcon, Bloomberg, Metastock

30 Panna S

Shah

982047737

5

Malad W Not Interested

31 Thalachil

Narayanan

Unni Nair

982044408

5

Kandivali East Not Interested

32 Shamala

Sanjay Patel

982047659 Mahavir Nagar Using Falcon

33 Ami B Mehta 982115022

2

Kandivali Has better software 'esignal' according to

client

34 Mukesh

Keshavlal

Shah

982016806

0

Andheri West Not Interested

35 Pravin

PunjalalGada

982057310

0

Malad East Stopping Stocks

36 Hitesh

Jayantilal

Gandhi

982003012

5

Borivali West Not Interested

37 Jaikumar

Ashwinkuma

r Mehta

982033153

8

Borivali East Not Interested

38 Rajendra

Prasad B

Gupta

982063177

9


39 Chetan V

Sheth

982028430

7

Borivali West Using Falcon, Bloomberg, Metastock

40 Ruchi Rakesh

Mhatre

982060470

9


41 Pravinkumar

N Prajapati

982146174

4

Malad East Not Interested

42 Mr.

Siddhartha

D. Desai

982036056

7

Parle West Using Falcon


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43 Rajen

Jagdish

Dhabalia

982116262

3

6, Sambhav

Darshan,,Jambli Galli,

Opp Jain

Temple,Borivali

Software expensive

Figure 10: Hot Leads

The following are the conversions:

1. Akshay Maheta: RapidRupee Subscription sold

2. Fifth Gear EduServices Limited: Collaboration with RupeeSeed in training students on

RupeeSeed and providing clients to RupeeSeed on a profit sharing basis successfullyachieved


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FINDINGS AND RESULTS

I have been across different areas of Mumbai to visit the clients, I found the mix of clients

some were optimistic some were pessimistic about this software. Daily we need to call them

to take prior appointment sometimes we need to approach them directly. It has been observed

that they were associated with other softwares like Falcon and MetaStock since last couple of

years. They were not interested to go for a change as they were quite satisfied with the

products they were using. This shows the barriers for new entrants in the capital market

software. Some clients who showed interest were HNIs, but the differentiation factors for

RupeeSeed were the main issue as rivals were making better value propositions. Some of the

sub-brokers did not have the authority of decisions on their own as everything was provided

from the main brokers, for example Ventura Capital Limited sub brokers. Many brokers were

finding ways to diversify into other markets like insurance and real estate as stock market

earns them profits based on market trends.

Another main problem to approach prospects was the election period. The month of April

2014 had many bank holidays and only 12 working days for capital markets were there in that

month. As a result, brokers and traders were quiet busy in their own work and did not have

time to try new software.

There was a mix of potential clients, negative clients and no response clients. So, creatingawareness about the company and product was the daunting task ahead of us. Even in this

situation, I was able to convert one subscription and one long term collaboration, which

would result in a great lifetime value for the company.


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INTERPRETATION AND RECOMMENDATIONS

Interpretation

The product offered by RupeeSeed is a combination of three softwares clubbed together, viz.

market trading, market analytics and charting tools. Everything that a client requires like end of

the day reports, charting tools, quotes of the scrips, everything is available at one place. It is

more of technical software, which is best for those who are highly involved in trading.

Prospects have appreciated the software and services that RupeeSeed provides, but they find the

pricing scheme out of place. Prospects find new software and require a monthly subscription in

the start rather than a yearly or semi-annual subscription.

Many prospects are reluctant to try the software thinking that the ompany might fetch their

trading patterns and related data and it would cause their trading wisdom to spread. Hence, it was

difficult to reach out clients who were IT-smart.

The four Ps of marketing for the product can be interpreted as the follows:

Figure 11: Four Ps of RupeeSeed

Product: Market

analytics softwarewith or without stock

broking service

Price: 18000 rupeesper annum or more

than 2000 rupees ofbrokerage; Price can

be paid in semi-annual blocks

Place:The softwareworks online, soplace includes

cyberspace with agood connectivity

Promotion: Thebrand awareness of

the brand is low;Promotion lacks and

strategy can be

changed toaggressive

promotions


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Promotion programs were planned, but could not be conducted due to lack of time and revenue.

Conclusion

I conclude that it was a wonderful experience for me to work with the small sized venture like

RupeeSeed to enhance my skills in sales profile and also got the privilege to meet various sub-brokers existing in the market with wealth of experience in the trading business. RupeeSeed, a

child company of Acumen Group has lot of potential to expand themselves and target customer in

the market only the thing is to reposition and strategy formulation need to be done wisely.

Recommendations

RupeeSeed as a software has better features than most of its competitors. It has a lot of technical

tools in the mix of four services they offer.

But, still it is a small company as compared to giants in the market. It has a share less than 1% of

the total market. There needs to be a change for RupeeSeed so as to gain a greater share.

The following points can be considered:

1. Service Portfolio: Lot of technical tools is involved in the software package. Not all

clients require all the tools. Various packages consisting of different tool sets can be

offered, so that people have a choice in what they want to buy. If they have a better mix

of products they are offering, more number of people would be interested in buying the

related services.

2. Customization and Personalization:The set of features which are tangiblized or seen

by the customers are the same as other softwares. Customers need to see something new,

something better and easy to use. All the customers need different tools and different

views. The key to this factor is personalization. Personalization in views can be possible

by using various DOM objects in javascript and similar technologies in other

programming languages. It is technically possible, and many have implemented it

including Yahoo! And Google.

3. Awareness: RupeeSeed lacks mainly due to lack of awareness of its brand name in

market. Advertising in daily like Economic Times and business magazines is essential.

Apart from this, an email marketing can be done for almost no cost. This can increase

brand awareness.


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4. Lot of services under one name:RupeeSeed provides many services under one name.

Broking, charting, analytics and other services are complimentary services. People buy

different products keeping in mind that if one fails, other is still working. RupeeSeed can

create different brands for different purpose. For example, brand A for broking and brand

B for software.

5. Pricing:Pricing of the software is appropriate for a customer who knows the software. If

a customer wants to make a new trial, he will not subscribe for long term on the first go.

A subscription of one month and even fifteen days should be available.

6. Sales strategy: From push strategy, the sales strategy should be changed to a pull

strategy if they claim that the software is so promising. A very valuable and state of art

brand would not go for a push strategy.

7.

Offices:RupeeSeed has only one office in Mumbai, making customers feel that they will

default in support if required. They should think of having more number of offices spread

across the geography.


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LIMITATIONS OF STUDYThere are limitations to all the studies. RupeeSeed internship projects is one of them. The

following limitations were encountered:

1.

Lack of contacts in initial stages:In initial stages, the company delayed a lot in sharing

the database of contacts they had. This caused a delay in reaching out the customers.

2. Streamlined Targets:RapiRupee software offered by RupeeSeed has proven itself on

many grounds but everything has certain limitation. While using this software it was

found that it is more technical rather than user-friendly. Apart from that the main target

market is HNI clients (High Network Individuals). So, they have limited themselves

within such domain, as not many are HNI clients.

3. Elections: Elections were another barrier to meeting people. Many were busy in

observing various moves in elections, while others were involved in elections. As a

result, most of the people could not spare time for a demo and even a phone call in some

case.

4. Branches: Very few branches are creating inconvenience for the customer to resolve

their queries minor it may be not solvable quickly as no back office is available.

5. Limited Demo Period:The free demo subscription period was limited for sub-brokers to

access the software. A demo of a week, in which there are only forty working hours, was

not sufficient to get adequate knowledge about the services offered.

6. Lack of Documentation: RupeeSeed is a small service as compared to other huge

players. Hence, it lacks proper documentation. As a result people have to call the help

desk to know about small and minor things in the software.


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SCOPE FOR FURTHER IMPROVEMENTS

Keeping the limitations in mind of this project there is a scope of further improvement in

any future research in the project study. They can be summarized as follows:

1.

Fundamental analysis can be provided as a side service; people do not need to go to any

other service provider like money control

2. Documentation to be made covering all the aspects of the software with appropriate

examples

3. Pricing policy can be improved by introducing the concept of pay as you go

4. Number of technical helpdesks can be increased and standard procedures and best practices

in call centres like ITIL and COBIT can be followed

5. The ratio of profit sharing with partners can be changed to make RupeeSeed more lucrative


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APPENDICES

1) How do I open a trading account with RUPEESEED?

a.

Email: Drop us an email with your name and contact number at and well call youback.

b. Online: Visitwww.rupeeseed.com and Click on Open an Account. Take a print

out of the form and courier the same to us

2) Does it cost me anything to open a trading and DEMAT account?

Opening of trading account is free, however for DEMAT account we charge

according to the plan you choose. The minimum plan starts with Rs.399/- per annum

3)

What documents are required for opening an account?

The following are the list of documents required:

a. PAN CARD

b. Photo id proof (passport /Driving license/Adhar card)

c. Address proof (Latest Electricity bill/Telephone Bill/Voter id card/Ration card)

d. Last 3 months bank statement

e. One passport size photo

f.

One Cancelled Cheque

4) How long does it take to open an account?

After submitting the relevant documents and filled up the form, It takes a maximum of

2 working days to open an account.

5) What if I already have a DEMAT account with another Depository?

In order to use our Online Trading Platform, you will be required to have a DEMAT

account with RupeeSeed

6) How quickly will I be able to trade?

Once your account is opened, you can start trading immediately.

7) How do I make my initial deposit?
http://www.rupeeseed.com/http://www.rupeeseed.com/http://www.rupeeseed.com/http://www.rupeeseed.com/


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Choose the method that works the best for you:

a. Cheque Payment: You can handover a crossed cheque addressed to Acumen

Capital Market (INDIA) LTD.to our Sales Representative and hell deposit it on

your behalf.

b. Via online fund transfer through Rupeeseed.com. We are connected with 19

banks which covers all the major Banks.

c. Via NEFT. You can transfer money via your net banking facility to our

designated account and can send a mail to rupeeseed.com in this regard

8) How many exchanges can I trade on?

You can trade on NSE, BSE, MCX, NCDEX and NMC

9)

Standard Brokerage for Retail Clients

Delivery Equity 0.45%

Intraday Equity 0.03% Futures - 0.03%

Options - Rs.60/- per lot

10)Standard Brokerage for HNI Clients (Trading Volume of 50 lacs daily)

Delivery Equity 0.15%

Intraday Equity 0.01% Futures - 0.01%

Options - Rs.30/- per lot

11)

What if I have questions or need help?

If you have any questions or queries related to our products and services or any

other

General query, you can call us on 022-61795700 or you can also drop us an email

[email protected]

12)How can I take out money from my Trading Account?

Provided you have sufficient funds in your Ledger Account you can request a

withdrawal

At any time via the Request Pay out option in Rupeeseed.com post that the funds

will be directly credited to your account within one working day.
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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BIBLIOGRAPHY

Search Engines:

www.google.com

Investment related details:www.investopedia.com

www.wikipedia.org

FAQs and Company Related Data:

https://www.rupeeseed.com/

http://acumengroup.in/

http://rupeeseed.blogspot.in/

www.capitalmarketsofindia.com

Books:

A random walk down the Wall Street

Derivatives by John Hull
http://www.google.com/http://www.google.com/http://www.investopedia.com/http://www.investopedia.com/http://www.wikipedia.org/http://www.wikipedia.org/https://www.rupeeseed.com/https://www.rupeeseed.com/http://acumengroup.in/http://acumengroup.in/http://rupeeseed.blogspot.in/http://rupeeseed.blogspot.in/http://acumengroup.in/https://www.rupeeseed.com/http://www.wikipedia.org/http://www.investopedia.com/http://www.google.com/

project report rupeeseed

Documents