1. Mktg225 Phase 1
SecondMarket Holdings, Inc
Erick Roker
10/14/2013

2. Product/Service Overview
SecondMarket Holdings, Inc
•Investment Fund product line
SecondMarket provides investment funds with products that
reduce operational and financial overhead. These funds can
control all aspects of their capital raising, Limited Partner
communications and fund closing within one platform.
(https://www.secondmarket.com/investment-funds?t=hlo).

3. Competition
SharesPost’s mission
“It’s an intelligent, global network that connects
companies, investors, and
shareholders(https://welcome.sharespost.com/
benefits-of-sharespost).”
Competitive Analysis
The investment fund product line offered at
SecondMarket Holdings, Inc is for investment
funds, which are established groups of investors
represented by fund managers. Sharespost’s
products are aimed at the individual investors
and not funds, so from initial analysis the
competition maybe indirect for this brand.

4. Investment Fund Product
Objectives

5. Price Objectives
• Two price objectives
– Broker fees could be discounted to entice
prospects currently using other platforms to
switch for savings.
– The price strategy has good potential to provoke
interest due the free cost for investment groups
to onboard and migrate or co-use to decide to
switch.

6. Place Objectives
• Two Place or placement objectives
– Concentration in social media will be the key
driver for advertisement investment.
– Investment research websites would be good
places to promote the pricing special.

7. Promotion Objectives
• Two promotion objectives
– This strategy is focused on a brand message to
high volume traders who would feel the pricing
difference impact in their bottom line.
– The campaign will be designed to communicate,
“Same user experience and technology for 10%
less than the others.”

8. Conclusions
SecondMarket Holdings, Inc. has a unique
opportunity to invest effective marketing
dollars. The investment fund product will offer a
group onboarding to enable a company
advantage for taking on this marketing initiative.

9. References
Armstrong, G., & Kotler, P. (2012). Marketing: An Introduction, Eleventh Edition.
Pearson Custom Publishing.
SecondMarket Holdings, Inc. (n.d.). Investment Funds. Retrieved from
www.secondmarket.com: https://www.secondmarket.com/investment-funds?t=hlo
SharesPost , Inc. (2013). about-us. Retrieved from welcome.sharespost.com:
https://welcome.sharespost.com/about-us

10. References
Armstrong, G., & Kotler, P. (2012). Marketing: An Introduction, Eleventh Edition.
Pearson Custom Publishing.
SecondMarket Holdings, Inc. (n.d.). Investment Funds. Retrieved from
www.secondmarket.com: https://www.secondmarket.com/investment-funds?t=hlo
SharesPost , Inc. (2013). about-us. Retrieved from welcome.sharespost.com:
https://welcome.sharespost.com/about-us