PT Rekan Usaha Mikro Anda (RUMA)RUMA MARKET INSIGHT2013Introduction to RUMA Market Insight Servicewww.ruma.co.idInsight.ruma.co.id
2Who We AreRuma is a social enterprise that leverages innovativemobile technology solutions targeted to the base ofthe pyramid.
RUMA Network3Ruma empowers 4,000+ micro-entrepreneurs to act as digitaltransaction agents, where they canreceive payments for airtime, utilitiesbill, and other value added services
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
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
6RUMA Market Insight offers 4 types of servies7RMI Services #2:Channel Monitoring& GeoanalyticsWe leverage our technology capability todevelop mobile survey tool to capturerich data from field, and to present it toyou via geoanalytics dashboard. Now youcan monitor how your channel isperforming across the map.RMI Services #3:Market ResearchStudyRuma conducts both qualitative andquantitative market research study,focusing on Base of Pyramid segment. Ourteam consist of professionals withexperience from top managementconsulting & market research background9RMI Services #4:Social ImpactConsultingRuma also helps other for-profit and non-profit organizations in developing andassessing the impact of their socialimpact initiatives.7RMI Services #1:Warung InsightGet your insight directly from our warungRuma has a network of 4000+ warungregistered as Ruma agents. We leverageour human network to conduct :#1a. Warung TelesurveyWith Ruma’s existing relationship, weconduct telesurvey to our agents for aquick & dirty data gathering from field#1b. Warung ExperimentPilot and measure reception of newproducts and promotions, tested out inour warung
7RMI Services #1:Warung InsightGet your insight directly from our warungRuma has a network of 4000+ warungregistered as Ruma agents. We leverageour human network to conduct :#1a. Warung TelesurveyWith Ruma’s existing relationship, weconduct telesurvey to our agents for aquick & dirty data gathering from field#1b. Warung ExperimentPilot and measure reception of newproducts and promotions, tested out inour warung
8RMI Services #2:Channel Monitoring& GeoanalyticsWe leverage our technology capability todevelop mobile survey tool to capturerich data from field, and to present it toyou via geoanalytics dashboard. Now youcan monitor how your channel isperforming across the map.
RMI Services #3:Market ResearchStudyRuma conducts both qualitative andquantitative market researchstudy, focusing on Base of Pyramidsegment. Our team consist ofprofessionals with experience from topmanagement consulting & marketresearch background
10RMI Services #4:Social ImpactConsultingRuma also helps other for-profit and non-profit organizations in developing andassessing the impact of their socialimpact initiatives.
We leverage our mobile survey tool to collect fielddata…11• More data than traditional methods• GPS capture: shows where stores are ®ional sales patterns• Pictures: see how surveyed stores actually look• E-Survey form: real-time submission• Capture data more robustly and efficiently• GPS and timestamp ensures validity• Faster data collection; more stores visited• Back-end translating of pictures to PICOS &other project KPIs• Reliable technical infrastructure withlogical, relevant reporting• Ruma ‘s technology team has comes fromYahoo, Oberthur, IBM• Analysis by business team with experience atBCG, Nielsen, and FMCG companies
..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
…with strategic insights focus on key businessobjectives13Examples from Ruma’s Internal Study
Ongoing Product DiagnosticWe help clients develop actionable insights relatedto marketing, sales, and product design for the BOP14Ruma staff have deep experience working with and learning from BOP customersWe can help you learn about bottom-of-the-pyramid (BOP) customers throughout the product cyclePost launch monitoringNew product development•Product testing•Price sensitivity testing•Product feature testing/conjointanalysis•New product marketing testing•Competitor analysis and positioning•Customer segmentation and analysis•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)
Testimony: Product Awareness and Use study withDanone Indonesia15“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
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 Indonesia16
Ruma Market InsightJl. Ciasem I no. 36Kebayoran BaruJakarta Selatan 12180T: +62 21 720 4495-97Contact Person:Aussie HaryonoHeard of Ruma Mkt Insightaussie@ruma.co.idinsight.ruma.co.id17We look forward to hear from you!