HelloWallet is an online, independent financial guidance service that offers a range of services. Two key questions:1. How to price its product for its two different channels - the direct-to-consumer channel and the enterprise channel? 2. How to proportionately allocate its resources for the two channels? Objectives: analyze how the concepts of behavioral finance speak to the challenges and opportunities for HelloWallet and evaluate how theses concepts, as well as market forces, should influence HelloWallet's decision-making process.

1(a). How do the concepts of behavioral finance create opportunities for HelloWallet?

1(b). How do the concepts for behavioral finance create challenges for HelloWallet?

2. What are the marketing forces that create opportunities and challenges for adoption of HelloWallet?

• Whether customers will pay for a subscription when they can get a similar product for free?
• How much do people value HelloWallet's main differentiating factors: independence and a social mission?

3. How should HelloWallet allocate its resources for its two distribution channels?

4. How should HelloWallet price its service for its direct-to-consumer channel and its enterprise channel?

• Should the company have a free trial and, if so, when should it take credit card information?