I. BACKGROUND
Cashtivity is an organisation in the educational technology sector, currently looking to deliver internet and technology-based apps financial knowledge solutions to school children. They are at the start-up stage.
Marissa Di Pasquale is the CEO of the company, and in no uncertain terms, she is the driver of the direction of the company as it forms and develops to deliver outcomes to its target audience. Although Cashtivity is starting off by delivering financial knowledge outcomes to school children, Ms Di Pasquale wishes to expand the target audience to the general public in the long run; including by expanding the market to university students as well.
Cashtivity believes that its point of differentiation in its product will lie in its unique delivery of financial knowledge. It believes its originality lies in its ability to adapt complex financial knowledge into laymen’s terms, thus making such knowledge palatable and accessible to the general public, while also using leading technology to make the delivery of these educational resources interesting, interactive and addicting. Cashtivity’s motivation is driven by Marissa Di Pasquale’s motivation to be able to instruct people on how to manage and increase their wealth using what she believes should be common sense knowledge but isn’t at this point in time. In essence, she is trying to deliver financial knowledge to those who may not be interested at this point, for reasons such as complexity barriers to knowledge, or ignorance of wealth discipline; as well as to those who may wish to know more about financial knowledge but don’t have the tools to discover more about it. Simplicity is Cashtivity’s point of difference.
Cashtivity is looking at ways to instigate uptake of its services on the internet within the school market as well as the family and friends market [which represents the stepping