Ruma market insight_introduction_2013-0516

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  • 1. PT Rekan Usaha Mikro Anda (RUMA)RUMA MARKET INSIGHT2013Introduction to RUMA Market Insight Servicewww.ruma.co.idInsight.ruma.co.id
  • 2. 2Who We AreRuma is a social enterprise that leverages innovativemobile technology solutions targeted to the base ofthe pyramid.
  • 3. RUMA Network3Ruma empowers 4000+ micro-entrepreneurs to act as digitaltransaction agents, where they canreceive payments for airtime, utilities bill,and other value added services
  • 4. RUMA builds a network of shops and connectsthem with large companies4Technology SolutionsRUMA builds a network ofsmall shop owners....equip and empowerthem with technology....and connect them withlarge companiesTelcosPayments & Financial ServicesFMCGs
  • 5. 5RUMA Market Insight (RMI)Through its Market Insight division, Ruma works with corporates andorganizations to gain business & market insights through innovative mobiletechnology solutions for field data collection, monitoring and analysis
  • 6. We leverage our mobile survey tool to collect fielddata..6• Capture more data than traditional method• GPS capture: show where stores are &geographical pattern• Pictures: how stores actually look• E-Survey form: real-time submission• Capture data in a robust, efficient manner• GPS and timestamp ensures validity• Faster data collection; more stores visited• Back-end translating of pictures to PICOS& other project KPIs• Solid background in technology & business• Ruma ‘s technology team has backgroundfrom Yahoo, Oberthur, IBM• Complemented by business team withexperience from management consulting,FMCG
  • 7. ..and present meaningful information to you…Not just raw data dumpMap Dashboard Distribution Metrics ReportingIllustrative Examples of DashboardsTime stamp : SU 03/03/2013 -- 14:59:57Shop Information• Name : Shahab Store•Address: : JL. Azalia Raya no 4Product• Availability : OK• Shelf Space : 30%Promo Materials• Banner : OK• Header : Broken• Divider : OK
  • 8. …with strategic insights focus on key businessobjectives8Examples from Ruma’s Internal Study
  • 9. Ongoing Product DiagnosticWe will help you address your Marketing & Salesquestions to the Bottom-of-Pyramid9We specialize in Bottom-of-Pyramid segmentWe can help you address various marketing & sales questionsPost launch monitoringNew product development•Product testing•Price sensitivity testing•Response to product design /features•Importance of various productfeatures•Identifying product strength &weakness•Brand awareness / top of mind / trial /regular use•Recognition, recall, and reaction toadvertisement 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 orwith product)•Competitive usage/comparisons•Consumer demographics•Association of attributes with brands•Brand perception testing (e.g., wordassociations)
  • 10. Testimony: Product Awareness and Use study withDanone Indonesia10“Ruma impressed us with their ability todesign surveys clearly focused on ourbusiness needs and deploy to theirnetwork rapidly and efficiently. Wegained tremendous insight from ourprojects with Ruma and look forward tocontinuing to work with them"”-Guillaume,Brand Manager16Top reasons why RU’s do not buy XXX Comparison of potential purchasersand hardcore non-purchasers:Where to find XXX?PotentialPurchasersHardcoreNon-purchasers210151681XXXXXXXXXX35271839XXXXXXXXXX22510113132XXXXXXXXXXXXXXXXXXXXXDanone can encourage non-users to purchase by educating them further on thedetails of the product and making it more accessibleRUMA’s non-purchasers are generally unaware of the productbenefits and unaware of where to purchase the product
  • 11. We bring you the best team with strong experiencein 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 microfinanceexperience in SE Asia. Technical advisor to Tsunami Reconstruction Body in Aceh. Southeast Asian Microfinance PartnershipsCoord. 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 forAnglophone 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 fortelco and FMCG clients. Prior to Ruma, Aussie was VP Bus. Dev. at PT Amstelco Energy & Resources (2012), Consultant at TheBoston Consulting Group (2008-2012), and Analyst at Argus Information & Advisory Services (2006-2007). Aussie holds a MA inStatistics 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 SEAsia & Greater China Regional Measurement Science Team and Nielsen’s Consumer Panel Service & Customized ResearchService 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 TheBoston Consulting Group, and Customer Team Finance Manager at Procter & Gamble Indonesia. World Champion of DanoneTrust Business Competition. Bachelor in Economics & Business, Universitas Indonesia11
  • 12. Thank You12