Business Development and Sales

at RupeeSeed

Project report submitted in partial fulfillment of the requirements for the PGDM
Programme






Submitted By : Jigar Jaydeep Sampat
Roll Number : 2013125



Supervisors:
Mentor and Direct Reporting: Mr. Saurabh Patel
(Retail Head, Rupeeseed Mumbai)

Faculty Guide: Prof. Pradeep Mazumdar
(Faculty, IMT Nagpur)







Institute of Management Technology, Nagpur.
2013-2015
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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 with
insights 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: ........................................................... 16
Features 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 and
related 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
Financial
Markets
Capital Markets
Equity
Primary Secondary
Derivatives
Debt
Money Markets
T-Bills and
Commercial
Papers
Debenture
Call Money
Commodity
Markets
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 horizon
2. 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 taking
high 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 moderate
risk 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 safeguard
their 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
9 | P a g e

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 these
activities. 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,
BSE)
Trading Member
(Example:
RupeeSeed)
Investor
Clearing
Corporations
(Example: CCIL)
Depository
(Example: NSDL)
Clearing Member
(Example: Karvy)
Depository
Participants
(Example:
RupeeSeed)
Issuer/Agent
(Example: Reliance,
TCS)
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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 Markets
Stocks 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, RupeeSeed
Trading Software
These are used for charting and various other technical analysis
Examples: Falcon, MetaStock, RapidRupee
Technical Charting
Tools
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
Information
Pannels
These are tools for managing portfolio, including risk management and various
scatter technologies
Examples: Share Khan Proprietory Software, RupeeSeed
Portfolio
ManagementTools
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 Trading
Systems
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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. Made
with 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 in
the 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 Brokerage
Charges (Yearly
Maintenance,
Intraday,
Delivery)
Presence
in Equity
Presence
in Cash
Presence in
Commodity
Presence in
Derivatives
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 broker
3. 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 to
various sub-brokers and high-volume traders
5. To penetrate RapidRupee to retail clients
6. To create selling opportunities through sales drives
7. 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 STUDY
As 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 took
almost 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 and
were 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 series
98200XXXXX, 9322XXXXXX, 9223XXXXXX were accurate to a ratio
of 90%
c. True Caller Verification: From the then shortlisted numbers, software like true
caller 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. These
numbers 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 their
sub-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 first
3. 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 English
were 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 brief
2. 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 offered
2. 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 lately
our 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 ANALYSIS
Rupeeseed 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
Equity
Equity
Derivatives
Commodity
Derivatives
Cash
Derivatives
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6. Mutual funds
7. Insurance
8. IPO
SWOT analysis of RupeeSeed


Figure 9: SWOT Analysis of RupeeSeed
Strengths: Strong
technology, elegant
and simple looks, easy
to use, appropriate
data
Opportunities:Capable
of replacing famous
softwares in markets
like Falcon and
MetaStock
Weaknesses: Misses
findamental data on
stocks, only works on
Windows and lacks
support for Mac
Threats: Low brand
awareness, no
category wise
subscription as
available with
competitors
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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 Himanshu
Shah
982112786
0
Opera House Hot Lead: Visited thrice (once with Tushar
Sir), 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 986733332
9
Kandivali, Charkop Big Sub-Broker; Hot Lead; Need to touch
once. 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 in
July 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 981932586
8
Borivali E Told to email about the software, but later
said 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
Punjalal
Gada
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
Andheri West Not Interested
39 Chetan V
Sheth
982028430
7
Borivali West Using Falcon, Bloomberg, Metastock
40 Ruchi Rakesh
Mhatre
982060470
9
Andheri West Not Interested
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 successfully
achieved



















23 | P a g e

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, creating
awareness 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 software
with or without stock
broking service
Price: 18000 rupees
per annum or more
than 2000 rupees of
brokerage; Price can
be paid in semi-
annual blocks
Place:The software
works online, so
place includes
cyberspace with a
good connectivity
Promotion: The
brand awareness of
the brand is low;
Promotion lacks and
strategy can be
changed to
aggressive
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.
26 | P a g e

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 STUDY
There 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 you
back.
b. Online: Visit www.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?
30 | P a g e

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
at helpdesk@rupeeseed.com
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.

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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