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First, let’s understand the product & its value props

We all hate filing taxes. There is a reason that income tax filing deadline has always been extended (except FY22-23).

Origin Story

Products & Services

Scope & Value Proposition

Lack of Competition

Unbelievable Metrics

Cleartax ICPs - Ideal Customer Profiles

Customer Research

High-level ICP Selection

Preferred Acquisition Channels

The Winning Formulae

ICP Personas

Cleartax ICPs’ User Goals & Customer Journey Mapping

Below, we will analyze the user goals & subsequent user journeys for the above selected ICPs:

	ICP 1 - Akansha	ICP 2 - Indranil
Search Intent 🔍
(Informational / Commercial / Transactional / Navigational) [Source]	cleartax (commercial brand search) on Google Play Store	income tax calculator (informational search) on Google
CAC (Customer Acquisition Cost) 🎣	Negligible with the strong first-mover advantage	Negligible with the strong SEO foothold [refer here]
User Goals using JTBD (Jobs to be done) framework 🎯	Primary:
Functional: ITR filing in <30 minutes before last 30 days of ITR deadline

Secondary: Personal: Learn about investing & do-it-yourself rather than relying on friends / financial experts | Primary: Financial: Find investment plans to save maximum tax

Secondary: Personal: Learn about tax-savings and do-it-yourself rather than friend / CA doing it | | Journey Structure / Motivations | The journey looks something like Personal/Informational → Financial → Transactional | The journey looks something like Personal/Informational → Financial → Transactional | | Journey Scenarios | Google Play Store Search → App Install → Signup → [HRA Calculator/Rent Receipt Generator/Income Tax Calculator] → [Smart Investment Tips Content] → [MF Virtual Sim] → ITR DIY Filing | Google Play Store Search → App Install → Signup → [HRA Calculator/Rent Receipt Generator/Income Tax Calculator] → [Max Tax-Savings Tips Content] → [MF Investment] → ITR DIY Filing | | Relevant Cleartax Value Propositions | - Save time - ITR DIY Filing within 3 minutes

MF Investment - Wealth creation with DIY mutual-fund investments | - Tax-Saving Tips - Learn about tax calculations, max tax-savings & ITR filing
Save money - ITR DIY filing starting from INR 350 | | Aha! moment for the user | Mutual fund investment & ITR filing in one-app to both save taxes & grow wealth | Content to learn about tax saving in addition to calculators | | TTV (Time to Value) | 1-2 days | 5-7 days |

Activation Metrics

Almost every digital native knows about the infamous “7 friends within 10 days” activation metric of Facebook, we will also try to hypothesise key activation metrics for Cleartax Black App: