ormita commerce network working together to transform under- utilised capacity into tangible assets
TRANSCRIPT
Ormita Commerce NetworkWorking together to transform under-utilised capacity into tangible assets
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Company SnapshotOur HistoryBusiness GrowthInternational PresenceMedia Recognition
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General StatisticsExportersMedia OutletsTravel and TourismManufacturersOther BusinessesGovernment
Direct Barter vs OrmitaThe Role of a Barter ExchangeThird Party Record KeepingTax IssuesBusiness Structure
OUR PROCESS
THE ROLE OF ORMITA
WHY BARTER?
COMPANY OVERVIEW
Approaching BusinessesMarket Entry ProceduresStandard Order of Target MarketsLaunch Planning
REVENUE STREAMS 5Revenue StreamsRevenue ShareTypical Startup Year 1Example of New Licensee Growth 5 Year Period Growth
> Multilateral Barter
> Tolling
> Counter-purchase
> Offsets
> Switch Trading
> Compensation / Buyback
> Venture Capital
COMPANY SNAPSHOT• Founded in 2001 as a financial services software
provider• Currently the world's largest non-cash (barter) trade
house in based on annualised figures as of Dec, 31 2011
• Operations across 17 countries (2011)• Expanding to 22 countries (2012) – Four more under
discussion
• Customers in 54 countries Government32%
Manufacturing41%
Media8%
Mining6%
Hospitality4%
Other9%
MARKET ACTIVITY
MARKET SEGMENTS BY VOLUME
Jun 1998
Jul 2001
Feb 2002
Oct 2009
Jun 2007
Sept 2008 Dec 2011
OUR HISTORY
Business Internet Services Ltd partners
with ITEX barter exchange in New
Zealand
ITEX quits New Zealand. BIS directors
start developing financia lservices
application software
Incorporated as “XO Limited”, the company
begins to take on customers
Owners sell assets of XO Limited and begin
to acquire independent barter exchanges
Owners sell assets of XO Limited and begin
to acquire independent barter exchanges for rebranding under the
name “Ormita”
Ormita brand now operating in 6
countriesUK Government
publishes report on alternative financial
instruments and barter, citing Ormita as the
world’s largest global exchange network
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2007 2008 2009 2010 2011
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2007 2008 2009 2010 2011 2012 2013
BUSINESS GROWTH
GLOBAL TRADE VOLUME(millions of U.S. dollars)
NATIONAL OFFICES
> AUSTRALIA > HONG KONG > MEXICO > SWEDEN
> CANADA > INDIA > NEW ZEALAND > TURKEY
> CHINA > INDONESIA > PAKISTAN > UNITED KINGDOM
> EGYPT > IRAN > POLAND > UNITED STATES
> ESTONIA > ITALY > ROMANIA > ZAMBIA
> FINLAND > MACAU > SOUTH AFRICA
> GERMANY > MALTA > SOUTH KOREA
• Existing Office (retail)
• Government Trade)
• Launching 2012
• Under Negotiation
INTERNATIONAL PRESENCE
SOME OF OUR CUSTOMERS
EXAMPLES OF MEDIA RECOGNITION
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General StatisticsExportersMedia OutletsTravel and TourismManufacturersOther BusinessesGovernment
WHY BARTER?
70% of all fortune 500 companies 2
Eight out of ten media companies 3
65% of all New York Stock Exchange listed firms 4
More than 129 governments 5
Nearly 400,000 businesses in the USA 6
1.8 billion Swiss Francs each year in Switzerland 7
18% of the Argentina economy in 1995 8
Most start-ups boot-strap themselves with barter Frequent-flyer points
1. (2004)., Department of Commerce Fact Sheet. USA DOC.
2. Schmiddgall, R.S., Damitio, J.W. (1999)., Bartering activities of the Fortune 500 and hospitality lodging firms., International Journal of Hospitality Management
3. American Association of Advertising Agencies. (2003).
4. (2004)., Annual Report, National Association of Trade Exchanges. Fact Sheet, International Reciprocal Trade Association.
5. United Nations Commission on International Trade Law. Vol XIX. (Yearbook). A/CN.9/302
6. Stodder, J. (2007)., Residual Barter Networks and Macro-Economic Stability. Renselaer Polytechnic Institute at Hartford, Hartford CT.
7. Studer, T (1998)., WIR and the Swiss National Economy
8. Pearson, R. (2003)., Argentina's Barter Network: New Currency for New Times., Bulletin of Latin American Research
MORE THAN 30% OF THE WORLDS TRADE IS NON-CASH BASED1
Robert A. ZoellickPresident
WORLD BANK
When banks are under pressure, the capital needed for trade finance may be allocated elsewhere on balance sheets. With no secondary market to offload loans, balance sheets have been constrained. In addition, global currency volatility and more rigorous counterparty risk assessment contribute to higher cost of trade finance for importers, exporters and financial intermediaries.
“
”
"Trade Finance in Crisis: Market Adjustment or Market Failures?", Policy Research Working Paper 5003, World Bank, July 2009
Low Risk / Inexpensive Market Entry
• Allows a business to swap / exchange their own product or service for things they need
• Reduces the cash outlay of the business
• Every purchase is matched with a new sale
• Purchase of international advertising, trade shows, translation, legal and accounting services etc
• More sales result in more customer feedback and less cost for “give-away” samples
Enables Market Entry in Restrictive Markets
• A method of repatriating profits frozen in a foreign subsidiary operation’s blocked accounts. If unable to repatriate its earnings, the firm will scout the local market for products it can successfully export to world markets.
• When the alternative is no trade at all firms may want to
consider barter.
BARTER FOR EXPORTERS
May Be Mandatory When Selling to Certain Countries• Various countries place restrictions on currency exchange for
the protection of the currency and to balance requirements between imports and exports
Strengthens International Relationships• Business relationships can be created by the willingness to
accept the purchaser's domestically produced goods as payment.
Lower Opportunity Cost• During difficult economic times a seller may face high finance
costs and slow movement of product - leading to surpluses and/or the need to reduce staff numbers and/or inventory holdings.
• There may be a lack of immediate opportunities to sell for cash.
• Finding a new cash-paying customer for goods involves a new investment in marketing, versus a low cost for countertrade (especially where marketing and entry costs are offset against new sales via bartering)
BARTER FOR EXPORTERS
Eric L. HirschhornUnder Secretary U.S. DEPARTMENT OF COMMERCEBUREAU OF INDUSTRY & SECURITY
U.S. prime contractors generally see barter as a reality of the marketplace for companies competing for international sales. Several U.S. prime contractors have informed BIS that offsets are usually necessary in order to make these sales - sales which help support the U.S. industrial base.
“
”"Offsets in Defense Trade", U.S. Department
of Industry, December 2009
Attracts New Customers• Businesses who would otherwise be unable, or unwilling, to
purchase for cash may be willing to undertake a barter deal Low Cost For High Returns• Sometimes it is hard to attract new cash paying customers• Once a media company’s initial operating costs are covered
every new sale comes at a very low cost• People paying on barter are still offering something of value –
barter credits and/or direct barter trades – meaning the media company is turning something lost into something potentially valuable.
Get more cash referrals• Successful clients can be used as case studies to attract new
cash paying customers• Word of mouth referrals are the best form of signing new
clients
BARTER FOR MEDIA OUTLETS
International tourism is part of the international trade in goods and services that occurs daily. Most international trade is facilitated by international payment mechanisms and acceptable hard currency mediums of exchange. However a considerable amount of trade is facilitated without such international mediums of exchange. These alternative trade mechanisms come under the heading of barter.
“
”Martin Ferguson
Minister of TourismAUSTRALIA
GOVERNMENT
"Countertrade and Tourism Development". The Journal of Tourism Studies, Vol. 7, No. 1,
Every unsold room represents lost revenue• Turns previously unsold rooms into needed products and
services• Takes customers away from competing brands or locations
Discounting rooms is not the answer• If everyone discounts then the overall perception of the market
price will go down• Once a business becomes known for discounting it is very
difficult to increase the price later• Competitors with bigger pockets could win a discount war
Turns empty rooms into needed products or services• Allows a business owner to “bank” previously unsold room
space for later use. • Helps maintain advertising budgets regardless of cash sales
Turns unsold rooms into a source of referrals for new cash sales
• Referrals create more credibility than advertising alone• Travellers often view referral information online• Builds consumer trust and may lead to additional cash business
BARTER FOR TRAVEL AND TOURISM
Ahmad Mohamed Ali Al-MadaniPresidentISLAMIC DEVELOPMENT BANK
Barter is viewed as a potential means of enhancing trade and promoting economic cooperation.
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"Countertrade: Policies and Practices in OIC Member Countries", Islamic Development Bank, Seminar Proceedings No. 24, 2002
Recieve the highest rate of return • By bypassing importers and wholesalers a manufacturer can
recieve a higher profit margin for each item sold
Provides an outlet to sell problem stock• Returned stock• Surplus items• Improperly packaged stock / incorrectly branded stock
Seasonal stock can be sold at retail market prices• Opens new channels for direct sales
Recieve immediate payment rather than 90 days credit
Use barter to acquire needed goods and services• Advertising• Customer and/or staff rewards• Uniforms, stationery, printing• Equipment / equipment maintenance and repairs• Lifestyle enhancing products or services
BARTER FOR MANUFACTURERS
Manufacturer
Importer
Wholesaler / Distributor
Retailer
Consumer
Manufacturer Consumer
STANDARD CASH MARKET SALES
ORMITA MARKET SALES
Manufacture Cost $70 Buy Price $120
MANUACTURERS PROFIT $50
Manufacture Cost $70
Buy Price $80
Buy Price $90
Buy Price $100
Buy Price $130
MANUACTURERS PROFIT $10
Businesses often have excess capacity in their own goods, services or infrastructure, even more so when the financial cycle slows and credit tightens. Business people find that using capacity to source needed goods and services is an attractive alternative proposition to conventional sales and credit if it can increase sales, ease cash flow or reduce reliance on conventional credit.
Excerpt from "Capacity Trade and Credit: Emerging Architectures for Commerce and Money". UKTI, BIS, City of London Corporation & ESRC Joint Report. Published December 2011. Launched by Lord Sassoon.
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Lord SassoonCommercial Secretary
UK TREASURY
BARTER FOR OTHER BUSINESSES
Reduces existing cash outlay
• Buying using your own goods or services as payment is a lower-cost option than purchasing using cash
• Every purchase is offset against a new sale
Attract new cash-paying customers
• Barter for advertising
• Have more people use your product or service
• Get more referrals
Creates efficiencies in business
• Earn full value for overstocked, last season or end-of-line items
• Reduce storage costs
• No need to discount
Helps expand (or maintain) market share
• Goods acquired using barter are still counted as an increase in the assets of the business.
• Bank capital guarantees reduce available lines of credit - barter capital does not.
• Allows the organisation to meet assets and/or equity ratios for other (cash) subsidies and loans.
• Lets a business obtain future international lines of credit guaranteed by countertrading operations.
BARTER CAN HELP TO IMPROVE THE BALANCE SHEET
Raymond O. EstiokoCENTRAL BANK OF THE PHILIPPINES
Reciprocal trade has allowed the country not only to recoup and preserve its foreign exchange but also enabled key industry sectors to develop and expand new markets and products for export, acquire sophisticated technology, obtain foreign direct investments, and avail of specialized technical/specialized training.
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”"Countertrade Program of the Philippines", Philippine Government, 2002
BARTER FOR GOVERNMENTS
Financially sound practice• Preserves scarce hard currency • Improves the balance of trade in the importing country• Channel back of recoup foreign exchange spent on imported
goods or services• Reduces foreign currency exchange risks
Expands international appetite for developing countries products
• Lesser developed countries can take advantage of the distribution and marketing networks of the companies they countertrade with to distribute their products.
Technology transfer between buyer and seller• Gain access to advanced technology and training, new foreign
investments, research and development and related support for national development and modernization programs
• Promote mutually beneficial collaborative business ventures between local industry sectors and their foreign counterparts through joint ventures and industrial cooperation
• Promote export products and markets
3Direct Barter vs OrmitaThe Role of a Barter ExchangeThird Party Record KeepingTax IssuesBusiness Structure
THE ROLE OF ORMITA
DIRECT BARTER IS DIFFICULT
• You may want something from someone but they do not want anything from you
• You want more from the other business than they want from you
• It is sometimes difficult to value the goods or services
• You want a product now but you can only repay in exchange later
• You do not have a direct relationship with the seller
• Agreements are difficult to document and enforce
• Hard to find sellers who will agree to exchange
DIRECT BARTER ORMITA BARTER
ROLE OF THE BARTER EXCHANGE
The Ormita platform serves several functions: • Provides a multi-lateral matching system of wants and needs• Helps source new customers• Promotes existing participants (nationally and globally)• Acts as a third-party to mediate between delivery of goods
and services for the best price• Finds alternative (non-cash) suppliers for you to make
purchases from• Records the values of transactions• Issues account statements to show the transactions
Ormita provides each member with an account which:• Offers access to interest-free lines of credit• Records the value of every purchase or sale• Issues account statements
Ormita brings new customers• These customers do not replace existing cash customers• Customers come from competing businesses that are not
members of the Ormita network• These customers generate new revenue
Ormita will never devalue your current cash market• Ormita does not resell products for cash• We do not discount products against the prevailing cash market
price• Ormita will only offer your service for exchange into markets
where it does not currently exist and/or where there is low brand awareness
Ormita does not resell products for cash• We do not discount products against the prevailing cash market
price• Customers who acquire a product or service through barter are
more likely to give positive feedback• The cost to service an additional customer may be nominal
versus what is gained in return
BARTERING CREATES NEW OPPORTUNITIES
THIRD PARTY RECORD KEEPING
• Transactions are recorded in a centralized “ledger” which records the value of the items purchased (debit) and sold (credit) - much like a clearinghouse does for stocks, or a commercial bank does for checks.
• This ledger system utilises a “trade credit” as a method of accounting with 1 Trade Credit = $1. (NB. Trade credits are also referred to as Barter Dollars).
• Just like any brokerage firm, Ormita charges a cash commission on each transaction.
$0
$1,000
$2,000
$3,000
-$3,000
-$2,000
-$1,000
When a member sells, their Ormita barter account is credited for the value of the sale – just as if it had been sold for cash
When a member buys their Ormita barter account account is debited
Barter is not a “tax dodge”• Most countries have laws about barter• For barter to be legal the price must be the same as the
real cash market price. (This is why we account for barter transactions in the same way as cash and at the same price as the cash market price)
Used correctly, bartering creates no major tax liabilities
• Income tax is paid on profit• If you spend all the income that you earn you have no
profit (and therefore no income tax) • Sales tax / GST / VAT must be paid according to your
government regulations
TAX ISSUES
BUSINESS STRUCTURE
ORMITA INTERNATIONAL
NATIONAL LICENSEENATIONAL LICENSEE
REGIONAL LICENSEE
AFFILIATES
CLIENT DIRECTORS
CLIENT DIRECTOR MANAGER
BROKER TEAM LEADER
BROKERS
Media Buying Agencies• Media buying agents purchase media for cash (at a 10-15%
discount) and resell it for cash• Ormita already acts as a media buying agency and aggregator
of media for our customers (this is how we charge the customers a higher fee for media)
• Ormita benefits from bulk media buys (reduced cost per deal which can be turned into a barter dollar profit)
Importers• Unless an importer has excess stock, they offer no “value add”
to the Ormita business model and are simply seeking a mark-up which would reduce manufacturers and exporters benefits of being involved in barter.
Other• Typically anything with less than a 30% profit margin is
difficult to do on barter as the member must pay a commission when they buy of 7% cash.
BUSINESSES WE EXCLUDE AS MEMBERS
4Approaching BusinessesMarket Entry ProceduresStandard Order of Target MarketsLaunch Planning
OUR PROCESS
• We attempt to understand each businesses existing, ongoing, cash expenses.
• There is a focus on converting a minimum of $2,000 of existing monthly cash expenses into barter.
APPROACHING BUSINESSES
Example Business - Regular Fixed Outgoings Which Could Be Bartered
Monthly Quarterly
Annually
Once-Off
Advertising $2,000
Annual employee outing $5,000
Book-keeping & audit $500
Car maintenance & cleaning
$1,000
Client entertainment $500
Employee gifts & bonuses
$4,000
Equipment (new asset) purchase
$15,000
Legal services $3,000
Printing $50,0000
Toner, ink & copier supplies
$200
Water cooler supplies $100
Website hosting & internet
$100
Ongoing Savings $53,300 $5,500 $8,000 $15,000
Ormita works with customers to return full value for their excess capacity, unsold time or devaluing inventory within a defined time-period and as part of a buying schedule.
Build Market DatabaseBuild Market Database
• Target database acquisition for direct marketing activities• Import into Ormita CRM system
• Target database acquisition for direct marketing activities• Import into Ormita CRM system
Informational MarketingInformational Marketing
• Send 2-3 Email newsletters weekly with information about various aspects of barter• Receive inbound lead / queries• Draft press release(s)
• Send 2-3 Email newsletters weekly with information about various aspects of barter• Receive inbound lead / queries• Draft press release(s)
Direct SalesDirect Sales• Schedule networking event / launch event• Direct meetings with leads• Ascertain leads wants and offers
• Schedule networking event / launch event• Direct meetings with leads• Ascertain leads wants and offers
Trading ActivitiesTrading Activities• Enter wants / offers into Ormita system • Perform matching • Trade commences
• Enter wants / offers into Ormita system • Perform matching • Trade commences
MARKET ENTRY PROCEDURES
1. Exporters– Products– Tourism– Professional Services– Education
2. Media Companies– Broadcast– Interactive– Out of Home– Print
3. Companies Who Buy Local Media
4. SME Businesses– Product Providers– Service Providers
5. Start-up Businesses
STANDARD ORDER OF TARGET MARKETS
Typically purchase media and trade shows
May purchase other media on barter or goods from exporters
Revenue StreamsRevenue ShareTypical Startup Year 1Example of New Licensee Growth 5 Year Period Growth
REVENUE STREAMS 5
Transaction Fees
• Every time a member engaged in a barter sale they are billed a 7% cash transaction fee.
• The minimum a member should transact per month is €2,000 USD.
• The minimum a member should earn the exchange per month is €140 USD [cash].
Buying Schedule Fees
• A fee of between €200 to €495 [cash] is charged to most members once we have found them more than €2000 per month of ongoing cash savings.
Licensee Fees • National Licensees can choose to open own offices or “franchise / sub-license” the business in other cities across the country.
Remarketing Income
• Revenue earned from back-to-back bulk purchasing of media and reselling to customers in smaller quantities at a margin.
REVENUE STREAMS
Typical Licensee Break-up of Commissions
Transaction Share Actual
Ormita International 10% € 14.00
Sales Manager 3% € 4.20
Client Director (sales person) 7% € 9.80
Broker Team Leader (manager) 3% € 4.20
Broker 7% € 9.80
Affiliate 7% € 9.80
Total Distribution (Maximum) 37% 51.80 €
Remainder for National Licensee 63% 88.20 €
REVENUE SHARE
CONTACTING ORMITAAustralia T: +61 7 3149 3152 F: +61 7 3077 6896 E: [email protected]
Canada T: +1 647 931 6841 F: +1 647 694 1479 E: [email protected]
China T: +86 755 3301 1789 F: +86 755 3301 1790 E: [email protected]
Finland T: +358 9 3158 2401 F: +358 93158 2188 E: [email protected]
Germany T: +49 931 3069 99280 F: +49 931 3069 99289 E: [email protected]
Greece T: +30 211 198 2720 F: +30 211 770 8575 E: [email protected]
Hong Kong T: +852 5808 2722 F: +852 5808 1360 E: [email protected]
India T: +91 98410 83082 F: +91 22 3916 7341 E: [email protected]
Indonesia T: +62 817 345 516 F: +883 5100 01192096 E: [email protected]
Iran T: +98 218 850 2193 F: +98 218 851 2108 E: [email protected]
Italy T: +39 015 952 6193 F: +39 015 952 2007 E: [email protected]
Luxembourg T: +352 20 33 31 84 F: +352 20 33 32 43 E: [email protected]
New Zealand T: +64 9 974 9159 F: +64 9 974 9223 E: [email protected]
Pakistan T: +92 42 35754136 F: +92 42 35754135 E: [email protected]
Poland T: +48 58 742 0353 F: +48 32 630 4123 E: [email protected]
Romania T: +40 3 1710 6118 F: +40 3 1630 0225 E: [email protected]
South Africa T: +27 10 500 9060 F: +27 86 243 3591 E: [email protected]
South Korea T: +82 2 2190 3725 F: +82 2 2190 3710 E: [email protected]
Sweden T: +46 8 4083 9907 F: +46 8 5250 7076 E: [email protected]
Turkey T: +90 542 786 5969 F: +883 5100 01192096 E: [email protected]
United Kingdom T: +44 203 355 1381 F: +44 203 332 0787 E: [email protected]
United States T: +1 412 346 6142 F: +1 412 475 8931 E: [email protected]
Zambia T: +260 97 789 5034 E: [email protected]