Analysis of the audience of entrepreneurs

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— Key messages of banks aimed at entrepreneurs can be broken down into axes: mission or benefit and boldness or reliability. The communication field of a reliable bank with high ideas turned out to be free, and we suggested that our client play out the communication in this quadrant.


Irina Vilklish-Golovina, Ingate Performance Strategist

The audience of entrepreneurs is heterogeneous malaysia telegram data and grows due to different groups, including those over 35 years old, but the affinity for the younger audience is higher.

Online banking: how to enter a new category on a budget. Ingate Performance case study - image 6
Data based on a study by the Avito Services platform and Renaissance Life insurance, 2023

We identified three groups of entrepreneurs based on the degree of business maturity:

1. Dreamers

These are those who are only planning to open their own business in the coming years (almost half of Russians). They are not a hot target audience, but they can be covered by broad communication in order to gradually grow their knowledge and warm them up to the products.