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

5

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

5

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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