Everyone says that business startups are a huge driver for economic growth. So, when was the last time you received a solicitation for an unsecured loan to start a business (note 1, 2)? It may not be unheard of, but it’s rare, especially since 2008.
So today’s email from P2P loan pioneer, Prosper, really grabbed my attention (see screenshot below). Not only were they targeting a segment that’s generally overlooked, they were doing it an effective way. The direct subject line, striking graphic, and concise copy, are guaranteed to get the message out.
My only concern is the reliance on the super low, 6.59% rate showcased (for AA borrowers, see highlighted section below). While it’s not a teaser rate, it’s also one that’s not readily achievable for most people needing $25k to start a business. I’d rather see Prosper list the rate for a more typical borrower, or at least show a range of applicable rates.
Still, I give it an A-, because most borrowers savvy enough to start their own business understand that "….starting at" means something higher at the end of the process.
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Prosper email to registered users (1 March 2012; 1 PM Pacific Time)
Note: Social media call to actions at bottom of message.
Landing page
Note: Interested borrowers are dumped on a generic signup/login page. It seems like there should be some tie-in here to the email call to action.
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Notes:
1. Chase offered a great program in 2010 where business borrowers were given a lower rate for hiring new employees. However, it wasn’t targeted to startups.
2. I’m not on their mail list, but I know Silicon Valley Bank aggressively pursues startup businesses for financing deals.
3. We’ve covered P2P lending a number of times in our subscription service, Online Banking Report including updated U.S. forecasts in our Jan. 2012 report.
