Slice_ICP_CoreJTBD.xlsx

	A	B	C	D	E	F
1	Attributes	The College Goer	Early-Career Professional	Freelancer	Digital Dweller	Young Entrepreneur
2	Age Range	18-22	23-27	25-30	18-30	Under 30
3	Geographic Focus	Tier 1, Tier 2 cities	Tier 1, Tier 2	Tier 1, Tier 2, Tier 3.. heck Manali	Tier 1	urban centers with startup ecosystems
4	Financial Experience	limited low credit exposure primarily use debit or prepaid cards	early-stage financial experience some have existing bank accounts but limited credit history	varies by income stability use e-wallets and debit cards primarily limited credit history	strong online spending habits new to credit experience with banking, digital wallets, UPI	minimal experience with business credit but not personal credit
5	Digital Behavior	frequent use of food delivery, OTT, and e-commerce apps	high engagement with digital platforms use cases - shopping, travel, and daily needs	digitally savvy regularly use services that simplify daily tasks (e.g., e-commerce, cloud storage)	heavy usage of online services rely on q-commerce, e-commerce, OTT, and gaming, commute high frequency online purchases	digital for business and personal use frequent purchases for business expenses (supplies, tech tools, subscriptions) rely on q-commerce, e-commerce, OTT, commute
6	Economic Status & Income	low supported by family or part-time work	entry-level salaries	variable income - depends on gig and freelance work	moderate income - focused on discretionary spending	moderate but variable income due to business investment - could be partially reliant on funding
7	Key Pain Points	no access to credit no credit history limited income sources lack of budgeting skills	limited savings barriers to credit - lack of credit history high-interest credit cards lack of budgeting skills	high variability in cash flow limited savings value flexibility without fees	jaded by banks frustrated by traditional credit fees and interest rates prefer seamless, integrated digital solutions	cash flow management access to short term flexible credit lines for business needs
8	Behavioral Motivations	ease of access simplicity no-fee credit with rewards that match everyday expenses frictionless onboarding	credit-building opportunities ease of access rewards	flexibility rewards easy, interest-free options to balance unpredictable income	rewards seamless integration into digital lifestyle strong preference for instant gratification transparent access to credit and rewards	credit-building opportunities flexibility for large purchases expense tracking tools
9	Social & Cultural Influences	highly influenced by digital trends	culturally influenced by brands that empower independence, easy finances, and community building	preference for adaptable, no-hassle products that offer rewards for everyday use strong brand loyalty to flexible and reliable solutions	value transparent and trendy brands that facilitate easy online spending seek brands that empower them and strike a chord with their digitally-first lives	value brands that understand startup culture, entrepreneurship prioritize flexibility with no hidden fees
10	Emotional Drivers	aspiration for independence	financial independence building a credit score self-empowerment	financial stability and autonomy control over income variability	ease from managing finances easily desire for financial products that fit their lifestyle	a sense of balance
11	Usage Patterns	Uses credit sparingly for essentials—think snacks, study materials, and occasional treats. Small limits keep spending manageable while providing flexibility for student life.	Leverages credit for routine expenses and larger purchases as needed, focusing on building a positive credit history while making use of rewards and installment options.	Relies on adaptable credit to cover variable monthly expenses. Interest-free installments and budget tracking help balance an unpredictable cash flow.	Regularly taps into rewards-driven credit for online subscriptions, shopping, and dining, preferring a low-cost, seamless experience that fits their digital lifestyle.	Utilizes flexible credit lines to support both personal and business needs, with a focus on expense tracking and interest-free installments to manage cash flow for growing ventures.
12	Primary Goal	Functional: Quick credit for small expenses + freebies	Financial: Building credit, managing costs with rewards.	Functional: Flexible credit for irregular income.	Social: Rewards for frequent digital spending.	Functional: Credit for personal and small professional expenses.
13	Secondary Goal	Personal: Building independence, budgeting skills.	Functional: Flexible credit for daily and occasional needs.	Financial: Cost control with budgeting tools.	Functional: Fast, seamless credit for online purchases.	Financial: Expense tracking for mixed-use management.
14	Primary Needs from Slice	`- Micro Credit Lines for Everyday Purchases - Quick and Effortless Onboarding - Rewards for Usage	`- Credit-Building Opportunities - Low or No Fees for Affordability - Interest-Free Installments	`- Flexible Credit for Variable Incomes - Expense and Budget Tracking Tools - Interest-Free Installments	`- Rewards and Incentives for Regular Use - Seamless Integration with Digital Spending Habits - Low or No Fees	`- Easy Approval and Path to Higher Credit Limits - Flexible Credit for Business Needs - Expense Tracking Tools
15	Value Proposition of Slice	Effortless, low-limit credit with straightforward rewards for everyday spending	A clear and simple credit solution that builds credit responsibly with rewarding benefits	Flexible, no-fee credit for small purchases, with rewards that adapt to changing income	Seamlessly integrated, rewards-driven digital credit with transparent costs and quick approvals	Flexible, interest-free installment options with transparent tracking for both personal and business needs.
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