Understanding our ICP

This is to understand the behaviour & characteristics of ideal customers of Bombay Trading School, their pain points and their goals. By understanding this we can define our acquisition strategies.

​Understanding Core Value Proposition

🎯 About Bombay Trading School

Vision:

Understanding Core Value Proposition:

Trading isn’t the problem - how people learn it is. BTS fixes that with structure, practice, and consistency.
Here’s how:

• 🎯 Structured Learning, Not Random Tips - Step-by-step curriculum from basics to advanced trading
• 👨‍🏫 Learn from Experienced Practitioners - Faculty with real market experience (10+ years)
• 🧠 Learn → Apply → Improve Loop - Live classes, assignments, and real market application
• 🤝 Strong Community & Support - Candle club community (a dedicated space to ask doubts, participate in discussions) and weekly doubt-solving sessions.
• 🔁 Consistency Over Hype - Built to create long-term traders, not quick wins
• 🎥 Flexible Learning Experience - Live sessions + recordings + pre-reads + PPTs
• 📊 Practice Before Real Risk - Mock trading and guided execution
• 🔐 Exclusive Access & Ecosystem - App membership, additional content, and bonus resources
• 🏆 Recognition & Progress Tracking - Exams, convocation, and rewards for consistent learners

What are our users talking about us ?

In addition to user calls, I reviewed customer feedback on platforms like Instagram, Reddit and Trust Pilot. This gave me a broader perspective on how users perceive the product and its performance across different touchpoints.

Users consistently highlight BTS for its structured, easy-to-follow learning and practical approach that builds real trading skills.
They especially value the experienced faculty and community support, which help them move from confusion and random trading to disciplined, confident execution.

Competitor Analysis:

Market Overview:

The trading education market sits at the intersection of financial markets participation and online skill-based learning, both of which are witnessing strong growth in India.

Key Trends and Tailwinds:

• 📈 Rising Retail Participation - Increasing number of demat accounts and retail investors entering the stock market
• 📱 Digital Adoption - Easy access via mobile apps (Zerodha, Groww) has lowered entry barriers
• 🎥 Content-Led Awareness - YouTube, Instagram, and finfluencers are driving curiosity around trading
• 💸 Side Income Mindset - Growing demand for additional income streams beyond primary jobs

Headwinds & Challenges

• ⚠️ Low Trust in Industry - Presence of fake gurus and tip-based culture reduces credibility
• 📉 High Failure Rate in Trading - Majority of users lose money → leads to skepticism
• 🧠 Expectation Mismatch - Users expect quick profits vs reality of skill-building
• 🆓 Free Content Competition - Abundance of free content (YouTube, Zerodha Varsity)
• 📊 Regulatory Scrutiny (SEBI) - Increasing regulations on finfluencers and trading education

Market Sizing:

Total Addressable Market (TAM): This is the total revenue opportunity if BTS captured 100% of the trading education market.

It is based on:
→ Users (online + offline trading education in India)
→ Average revenue per user (ARPU) across all course segments

TAM = Users × ARPU
= 12.5M × ₹20,000
= ₹2.5 lakh crore (~$30B)

Serviceable Addressable Market (SAM): This is the segment of users who are willing to pay for structured trading education.

It is based on:
→ % of users willing to pay (~12% of serious learners)

SAM = TAM × % of serviceable market
= ₹2.5 lakh crore × 12%
= ₹0.3 lakh crore (~$3.6B)

Serviceable Obtainable Market (SOM): This is the realistic market BTS can capture in the near term.

It is based on:
→ % of premium, high-intent users BTS can target (~10% of SAM)

SOM = SAM × % of obtainable market
= ₹0.3 lakh crore × 10%
= ₹0.03 lakh crore (~$360M)

Acquisition Strategy:

BTS is in the early scaling phase, with strong product-market fit reflected in positive user feedback and growing learner demand. The focus is on scaling acquisition through paid and content channels, while strengthening community and referrals to drive consistent, sustainable growth.

Channel Selection:

​

Understanding the Audience:

Bombay Trading School targets users across different stages - curious beginners, struggling traders, and high-intent learners.

They primarily spend time on:

• Instagram (reels, short-form content)
• YouTube (learning + tutorials)
• LinkedIn (professional identity, achievements)
• Google (high-intent search queries)

Content Loop:

CAC:LTV Framework:

Channel Selection Framework:

👉 Focus Channels: Google Search + Meta Ads

📍 Google Search Ads (High Intent – 40% Budget)

Audience Selection - Age: 22–40 | Location: Tier 1 + Tier 2 cities | Users searching for: “learn trading” , “best trading course in India” , “how to trade in stock market”

Campaign Objective - Capture high-intent users actively searching for trading education

Ad Type - Text Ads (Search)

Budget - Total budget: ₹1,00,000 → Google Ads: ₹40,000

Ad Copy (Example)

Headlines:

• Learn Trading the Right Way 📈
• Stop Losing Money in Markets
• Structured Trading Course (Beginner → Advanced)

Description:
Master trading with live classes, real market practice, and expert guidance.
Build consistency - not guesswork. Join BTS today.

Extensions:

• Sitelinks: Curriculum | Community | Results | Faculty
• Callouts: Live Classes | Practical Learning | Expert Mentors

📱 Meta Ads (Instagram + Facebook – 60% Budget)

Audience Selection - Age: 20–35 | Interests: Stock market, trading, finance, Influencers (Ankur Warikoo, trading pages) | Behavior: Engages with finance content

Campaign Objective - Drive awareness + engagement + lead generation

Ad Type - Reels + Image Ads

Budget - Total budget: ₹1,00,000 → Meta Ads: ₹60,000

Product Integration Framework:

​Situation: Rahul recently started learning trading and was analyzing charts on TradingView. He identified a potential setup but wasn’t confident about the entry and risk management. He quickly referred to his BTS learning modules and applied the exact framework taught in class. After validating the setup, he executed the trade on Zerodha Kite and later discussed the outcome with the BTS community to improve further.

​Current State:

​No structured referral program exists - Opportunity to formalize and scale referrals

When will users experience their "AHA moment" ?

• 1. First profitable trade with proper risk management
• 2. Understanding markets clearly after confusion
• 3. Completing course / passing exam
  

👉 This is when:
“I finally get trading” → triggers sharing

What is the platform currency ?

🎓 Access-Based Rewards

• Exclusive bootcamps (e.g., swing trading checklist)
• Advanced strategy sessions

🧠 Fame

• Shareable certificate with score %
• Leaderboard / top traders

Who do you ask for a referral ?

Users who:

• 1. Completed course ✅
• 2. Passed exam ✅

New Referral Design: