ruma market insight introduction
TRANSCRIPT
PT Rekan Usaha Mikro Anda (RUMA)
RUMA MARKET INSIGHT
2013
Introduction to RUMA Market Insight Servicewww.ruma.co.idInsight.ruma.co.id
Agenda
About Ruma
RUMA Market Insight
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This is where many of your consumers shop for groceries..
..but connecting to these shops has traditionally been a challenge
RUMA builds a network of shops and connects them with large companies
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Technology Solutions
RUMA builds a network of small shop owners..
..equip and empower them with technology..
..and connect them with large companies
Telcos
Payments & Financial Services
FMCGs
RUMA Network
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RUMA empowers a network of 4,000+ traditional warungs with technological solutions to provide value-added payment and information services alongside fast moving consumer goods
We have grown rapidly..
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Agent Recruitment History# of Active Agents
3,8313,715
3,339
2,8232,714
2,415
2,216
1,9081,756
1,619
1,4041,4081,491
1,5691,7041,6461,598
1,4911,399
1,2771,2971,265
945
766
Apr 2012
Mar 2012
Feb 2012
Jan 2012
Dec 2011
Nov 2011
Oct 2011
Sep 2011
Aug 2011
Jul 2011
Jun 2011
May 2011
Apr 2011
Mar 2011
Feb 2011
Jan 2011
Dec 2010
Nov 2010
Oct 2010
Sep 2010
Aug 2010
Jul 2012
Jun 2012
May 2012
Active Agents: Agents that had conducted transactions in last month
..and have big aspirations
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8,852 Dealers
201,509 Agents
751 Dealer Managers and Field Officers
157 Branches
Ru
ma
Par
tne
rs
• Expansion to be done by replicating core functions in current HQ to Zones
• Each zone manages 25 branches• Each zone would be situated nearby a big city
• Each branch has 1 branch head, 5 DMs and 5 Field Officers
• Five branches can cover a small city and its suburbs
• Responsible for recruiting, servicing, and collecting from dealers
• Typically college graduates who are trained in RUMA's management trainee program
• Each are paired with Field Officer who services the agents
• Each have 10-20 agents• Responsible for collecting from agents• Often provides term of payment to agent• Bigger shops or distributors
• Each shop can cover an area with over 200 households
5Zones
RUMA has assembled top-caliber leadership and team from reputed institutions
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Kiva
Stanford
University
BCG
Kiva
Harvard Bus.
School
Aldi Haryo-pratomoCEO
Leadership
Team
Ben ElbergerBus. Development
Aussie HaryonoMarket Insight
Salma DesentaTransaction Svc.
Kiva
Stanford Univ.
BCG
Columbia Univ.
BCG
IBM
ITB
We’ve gained recognition in international and national forums (1)
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1st Prize at Harvard’s Pitch for Change – Social Enterprise Award
Ernst & Young – Indonesia Entrepreneur of the Year Finalist
World Economic Forum’sYoung Global Leader
Runner Up at Global Social Venture Competition
Endeavour GlobaklHigh Impact Entrepreneur
We’ve gained recognition in international and national forums (2)
Coverage by Straits Times & Jakarta Globe
Coverage by Warta Ekonomi Coverage by Majalah SWA
Agenda
About Ruma
RUMA Market Insight
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RUMA is uniquely positioned to address Marketing / Sales questions for Bottom-of-Pyramid segment
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Advanced survey technology for speed & accuracy
Proprietary survey tool using tablet• Developed with Grameen
Foundation & Qualcomm
Quicker & accurate result through electronic capture• Embedded QC & logic
check• No need for data entry
We have direct access to our network of trad shops
Direct experience & operations in distribution & sales in BOP• Via our airtime &
transaction business
Pre-existing relationships and access to trad retailers• Thousands of RU agents
and millions of their customers
• Enables rapid pulse check through trad retailers
Primary Research + Strategy Capability
Experienced cross-disciplinary team • Background from top
global strategy consulting, market research and FMCG
Primary research capability• Robust design, field
deployment and QC
Strategic perspective & high quality deliverables• On par with global
consultancy firms• Yet, far less costly
We have direct access to our network of trad shops
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RUMA can immediately call up 5000+ shops within Ruma’s network
Trusted relationship with RumaGeographically spread; penetrate deep to
kampung / villagesRapid & reliable way to gather informationEmpowering micro-entrepreneurs to improve
livelihood via survey
72% of warung has fridge
Among RU w/ warung, 72% have fridge Only 8% has only box cooler
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0
10
20
30
40
50
60
70
80
90
100
8%
53%
19%
Total
100%
BothFridge cooler
(only)
Box cooler
(only)
No Cooler
20%
Indication that warungs are migrating from
non-electric cooler
Source: RUMA’s RU who have warung (n size: 329)
>500k
24%
19%
67%
6%
8%
200-500k
51%
20%
54%
10%
15%
<200k
25%
14%
39%
5%
42%
Warung Daily Sales
Total
100%
19%
53%
8%
20%
Fridge more common with larger warungBut sizeable number of smaller warung also has fridge
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# of warung owner’s cooler ownership by income
Source: RUMA’s RU who have warung (n size: 329)
Both
Fridge Cooler
Box Cooler
No Cooler
Rapid Deployment In-Time, Insightful Results
Example result from Internal Study on beverage retail
We leverage advanced mobile technology
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• Video & GPS Capability• Embedded into tablet survey
tool • Especially useful for ads testing
• More Accurate and Faster• Survey app automatically
validates answers• Completed forms immediately
sent to server• Reduce data entry needs
• Proprietary Technology• Survey forms will be deployed
using Android tablets • Ruma & Grameen Foundation
USA’s proprietary survey technology
Ongoing Product Diagnostic
We will help you address your Marketing & Sales questions to the Bottom-of-Pyramid
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We specialize in Bottom-of-Pyramid segment
We can help you address various marketing & sales questions
Post launch monitoringNew product development
• Product testing• Price sensitivity testing•Response to product design /
features• Importance of various product
features• Identifying product strength &
weakness
• Brand awareness / top of mind / trial / regular use
•Recognition, recall, and reaction to advertisement campaign
• Brand perception assessment• Customer responsiveness• Product & promo material availability• Sources of information• Point-of-sale behavior
•Brand penetration•Share of wallet/warung•Usage and behavior (in category or
with product)•Competitive usage/comparisons•Consumer demographics•Association of attributes with brands•Brand perception testing (e.g., word
associations)
We also provide real-time & granular competitive BI report for Telcos
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Actual Data of reload sales of RUMA agentsCoverage Area includes: Jabodetabek, Serang / Cilegon, Cirebon
• Real market share across all operators collected via wide-raching pulsa distribution network
• Drill-down regional breakdown to kabupaten and kecamatan level
• Real-time tracking of market share trends; enables insight to be acquired rapidly
Rich, actionable insight to drive strategic and tactical decision making
We bring you the best team with strong experience in consulting and market research
Aldi Haryopratomo, CEO / Co-Founder of RumaAldi is co-founder and CEO of Ruma, Bottom-Of Pyramid expert at the Boston Consulting Group. Extensive microfinance experience in SE Asia. Technical advisor to Tsunami Reconstruction Body in Aceh. Southeast Asian Microfinance Partnerships Coord. for Kiva.org (2006-2007). Senior Consultant for Ernst and Young (2004-2006). MBA from Harvard Business School (2009-2011) and BS in Computer Engineering from Purdue Univ. (2000-2004)
Ben Elberger, GM of Business DevelopmentBen brings microfinance and business dev. expertise as one of early employees at Kiva, a leading global microfinance lender. Director for Strategic Initiatives (mobile/ICT, higher education lending, agriculture) at Kiva.org (2011). Regional Director for Anglophone Africa and South Asia at Kiva.org (2006-2010). Stanford University Bachelor’s Degree in Public Policy.
Aussie Haryono, Head of Market InsightAussie had extensive business dev and management consulting experience in strategy, marketing, sales, and operations for telco and FMCG clients. Prior to Ruma, Aussie was VP Bus. Dev. at PT Amstelco Energy & Resources (2012), Consultant at The Boston Consulting Group (2008-2012), and Analyst at Argus Information & Advisory Services (2006-2007). Aussie holds a MA in Statistics from Columbia Univ. (2007-2008) and BA in Mathematics-Economics & Psychology from Wesleyan Univ. (2002-2006).
Tita Ardiati , Research Manager – Market InsightTita brings statistical and market research expertise across multiple sectors. She was previously Sr. Statistician on Nielsen’s SE Asia & Greater China Regional Measurement Science Team and Nielsen’s Consumer Panel Service & Customized Research Service Team. Bachelor’s Degree in Statistics, Universitas Padjajaran
Stevenlie Satryaputra, Research Manager – Market InsightStevenlie brings strategy consulting and operations experience in retail / FMCG sector. He was previously Jr. Associate at The Boston Consulting Group, and Customer Team Finance Manager at Procter & Gamble Indonesia. World Champion of Danone Trust Business Competition. Bachelor in Economics & Business, Universitas Indonesia
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Thank You
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