- Net income of 106M in FY14, up from 47M in FY13 and 59M in FY12 - Recommendations include creating tourist kiosks and a strategic partnership with TrueMove mobile operator to help expand from 4 to 130 kiosks within 3 years and achieve profitable growth - Adding mobile app and live support services can further increase sales and reduce costs through more efficient labor utilization

1. Net income of 106M in FY14
Growth – Create & Sustain

2. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Core competencies of HipArt
2
Exclusive
Technology
Speed &
Convenience
Highly
Customizable
Large Variety
High Speed &
Convenience
Exclusive
Premium
Technology

3. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
3 Key Challenges for HipArt
3
Unspecified Market
Penetration Strategy Unspecified Market
Penetration Strategy
Rapid Expansion
Pressure
Unsustainable
Competitive
Advantage

4. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
3 Key Challenges for HipArt
4
Unspecified Market
Penetration Strategy Unspecified Market
Penetration Strategy
Unsustainable
Competitive
Advantage
• Passive marketing strategy in highly competitive market segment
• Need to reposition to capture unexplored customers segments
Rapid Expansion
Pressure

5. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
3 Key Challenges for HipArt
5
Unspecified Market
Penetration Strategy Unspecified Market
Penetration Strategy
Unsustainable
Competitive
Advantage
• Contract requires expansion to at least 130 kiosks in 3 years
• Threat of cannibalization during expansion
• Insufficient human resources due to labour shortage
Rapid Expansion
Pressure

6. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
3 Key Challenges for HipArt
6
Unspecified Market
Penetration Strategy Unspecified Market
Penetration Strategy
Unsustainable
Competitive
Advantage
• Contract can only guarantee exclusive technology for 3 years
• Niche market faces potential competition from Chinese counterfeits
Rapid Expansion
Pressure

7. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Key Question
7
Unspecified
Market
Penetration
Strategy
Current Situation
Rapid Expansion
Pressure
Unsustainable
Competitive
Advantage
Key Question
Challenges
4 phone case kiosks in department stores
How can HipArt achieve a healthy and profitable
growth when expanding the number of kiosks within 3
years?

8. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Recommendations
8
Strategic
partnership with
True Move
Create Sustain
Tourist Kiosks
Add-on services
(App + Live
Support)

9. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Recommendations
9
Strategic
partnership with
True Move
Create Sustain
Tourist Kiosks
Add-on services
(App + Live
Support)
+
Impact:
Expansion to at
least 130 kiosks
within 3 years
Net income of 106
Million in 2014
+

10. Create – Tourist Kiosks
10

11. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
The tourism industry in Thailand is
booming
11
Total Tourist Spending
in 2011 = 770b

12. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Tourist Kiosks can create value for both
customers and HipArt
12
High Customization High Quality Preservation High Speed
For HipArt:
Expand
customer base
+
Higher
margin
+
Less reliance on
repeat purchase
For customers: Needs and expectations satisfied

13. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Bangkok, Ayutthaya and Pattaya are 3
best cities to install Tourist Kiosks
13
Bangkok
Pattaya
Ayutthaya

14. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
The Thai government will support
HipArt’s Tourist Kiosks
14
Ministry of Tourism
and Sports
For Thai government: Increased publicity + Money incentive

15. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Implementation of Tourist Kiosks is within
HipArt’s capability
15
Resources needed Achievable?
• Additional expense (rental fee,
installation and maintenance)
• Additional labour
• Additional changes to kiosk to
cater for tourists’ needed

16. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Key challenges are well tackled in
HipArt’s Tourist Kiosks
16
Tourists
Specified market
penetration effect
90 Kiosks
Ease operational expansion
pressure
High volume
& turnover
Maximize machine utilization
& boost sales

17. Sustain – Strategic
partnership with TrueMove
17

18. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
The smartphone accessories market is
growing in Thailand
18
“ The surge in consumer demand has
boosted the sales volume of
smartphones by over 80% in the first
quarter of 2012 (In Thailand)
”
GfK Thailand
Prominent Market Researcher

19. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Department stores has a proven demand
but limited growth potential
19
Current monthly
average
customers per
store:
250
If continue,
even at 50%
penetration:
100

20. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Partnership with mobile operator brings in
new business
20
First –time clients:
• Need to buy casing
• Active marketing effect
• Re-purchase possibilities

21. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Strategic partnership with TrueMove will
be HipArt’s best choice
21
Criteria AIS DTAC TrueMove
Customer group size
Customer group fit
Less Competition in
store
Chances of strategic
partnership
Overall

22. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
TrueMove Strategic Partnership will help
build impeccable business model
22
Lifestyle
Customers
Sophisticated market
penetration
41 Kiosks Ease operational expansion
pressure
Increase
market size
Maximize machine utilization

23. Add-on Services:
App & Live Support
23

24. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Smartphone application increases sales
through raising turnover rate in kiosks
24
1. App allows you to create designs on own phone
2. 1 fast lane, 1 full service
3. Print & collect
Increased turnover & customer satisfaction
Increases Sales

25. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Live support can reduce cost through more
effective use of labour
25
1. Operators stationed at headquarters
2. Press button for communication
3. Remote Control function to solve any issues
High human capital utilization
Less prone to labor shortage

26. Financials
26

27. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Net income is forecasted to reach 106M
in FY14
-10
10
30
50
70
90
110
130
150
FY12 FY13 FY14
Net Income over 3 Years
27
(in millions)
1. 63% of printers are deployed in tourism, the segment with highest margin
2. 57% of Dreamjet Artist printers are deployed in FY13
3. Average net margin is 26% in FY13 and 30% in FY14
Forecast:
106M
Base Case:
47M
59M

28. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
56% budget is dedicated to create while
41% to sustain
28
Create:
56%
Sustain:
41%
Budget Allocation
LiveSupport:
3%
App:
0.4%

29. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Major expenses are
salary, depreciation, fee to TrueMove and
fee to government
29
Distribution of Top 4 Expenses
Depreciation: 11%
(28M)
Miscellaneous:
28%
Fee to
government: 8%
(22M)
Salary: 43%
(113M)
1. Top talents of rental
sales, design and are hired
at over industry salary
average
2. Dreamjet Artist printer is
depreciated over 5 years
3. Share of net income with
TrueMove is set between
25-40%
4. Rental fee to government
is set at 10k per kiosk per
month
Fee to TrueMove: 10%
(25M)

30. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Positive cash flow accumulates to over
131M by the end of FY14
0
20
40
60
80
100
120
140
FY12 FY13 FY14
Cash Flow Statement in 3 Years
30
(in millions)
131M
1. 2-year bank loan of 14M at 12% interest rate is obtained to finance
necessary expansion-related expenses in FY12
2. Loan is repaid at the end of FY13
3. The quantity of new printers acquired and deployed are 30, 74, 39
respectively over the 3-year period
1M

31. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Net profit is most sensitive to sales
revenue
31
0% 1% 2% 3% 4% 5%
1% Increase in Sales Revenue
1% Decrease in COGS
1% Decrease in Operating Cost
1% Decrease in Salary
1% Decrease in Budget Needed for Create
1% Decrease in Budget Needed for Sustain
Sensitivity Analysis
% Change in Net Profit

32. Implementation
32

33. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Timeline – Administration & Create
33
FY12 FY13 FY14
Administration
• Borrow a loan of 7m
• Recruit 1 Rental Sales Head & 1 Creative Advisor
• Expand Operation Team
Create – Tourist Kiosks
• Negotiate with Ministry of Tourism & Sports
• Operation in Bangkok tourism spots
• Operation in Ayutthaya tourism spots
• Operation in Pattaya tourism spots

34. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Timeline – Sustain & Add-on Service
34
FY12 FY13 FY14
Sustain – Strategic Partnership with TrueMove
• Install additional kiosks in department stores
• Negotiate with TrueMove
• Operation in TrueMove stores
• Operation in TrueMove coffee shop
Add-on Service – App & Live Support System
• Develop App & Live Support System
• App & Live Support System in place

35. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
HipArt will be able to execute the Create &
Sustain strategy
Risks Mitigation
• The Thai government turns down
the cooperation plan
• Negotiate with individual souvenir
shops using the profit-sharing
model
• Tourists’ demand for Tourist Kiosks
not as high as expected
• Move kiosks to other new tourist
spots or even department stores
• TrueMove turns down the
partnership offer
• Approach DTAC with a more
attractive profit-sharing offer
• Low demand on HipArt app • Promote the HipArt app via online
marketing means
• Convert fast-track kiosks back to
normal kiosks
35

36. Conclusion
36

37. Conclusion
37
Challenges faced
by HipArt
Recommendations
to solve challenge
How they tackle
the challenges
• Unspecified market penetration strategy
• Rapid expansion pressure
• Unsustainable competitive advantage
• Tourists
• Stable partnership
for expansion
• Exclusive operation
Tourist Kiosks
Strategic
partnership with
True Move
Add-on services:
App+Live Supoort
• 1st time
smartphone users
• Expansion
leverages on
branch network
• Build brand name
• Tech savvy and
service-seeking
customers
• Maximize machine
utilization
• Less prone to labour
shortage

38. Conclusion
38
2014
Healthy and profitable expansionMaximize utilization within 3 yearsNet Income of 106M in FY14Create  Sustain

39. Appendix
39

40. Slide navigator
Main Slides Appendix
1. Situation Analysis
• Core Competencies
• 3 Key Challenges
• Key Question
• Recommendations
2. Create – Tourist Kiosks
• Tourism situation
• Benefit both customers and HipArt
• 3 Strategic Places
• Government support
• Implementation within capability
• Key challenges tackled
3. Sustain – Strategic partnership with TrueMove
• The Smartphone accessories market is growing in Thailand
• Department stores has a proven demand but limited growth potential
• Partnering with mobile operators brings in new business
• Strategic partnership with TrueMove is HipArt’s best choice
• Key Challenges tackled
3. Add-On Service – App
4. Add-On Service – Live Support System
5. Financials
6. Implementation
• Timeline – Administration & Create
• Timeline – Sustain & Add-On Service
• Risk Mitigation
7. Conclusion
A. Financial
> Tourist arrival
> Margin
> Tourism overview
> Tourism Bangkok Ayutthaya Pattaya
> Department store
> Mobile operator
> Salary
> New Printer
> Base case
> Net income scenario
> Expense distribution
> Higher return for tourists
B. Create recommendation
> Potential Scenic spots
C. Sustain recommendation
> 1st jobber market
> Thailand smartphone market
> TrueMove implementation
> TrueMove Stores
D. Long term
> Rental Service
> Alternative printers
E. Others
> Creative advisor criteria
> VOX price comparison
> Smartphone costs
40

41. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Thailand Quarterly Tourists Arrival from
2007 - 2012
41
Numbers show number of tourist
arrivals (in millions).
Dates of political unrest and
untoward events :
2009 : most negative events 11-12
April
2010 : most negative events :
around 19 May
2011 : flooding of Central Thailand
and part of Bangkok Oct-Dec
Source: Thaiwebsites.com

42. Margin
Conservative FY12 FY13 FY14
Gross margin 0.700 0.700 0.700
Operating margin 0.006 0.340 0.369
Net margin -0.019 0.266 0.296
42
Optimistic FY12 FY13 FY14
Gross margin 0.700 0.700 0.700
Operating margin -0.203 0.390 0.402
Net margin -0.162 0.312 0.321

43. Tourism Segment (Bangkok)
FY12 FY13 FY14
Price per casing 600 600 600
No. of stores 15 30 30
Per hour using rate 4 2 2
Operating hour 7 7 7
Time of service (y) 0.5 1 1
Total customer
served
76,650 153,300 153,300
43

44. Tourism Segment (Ayutthaya)
FY12 FY13 FY14
Price per casing 600 600 600
No. of kiosks 0 45 30
Per hour using rate 4 2 2
Operating hour 7 7 7
Time of service (y) 0 0.5 1
Total customer
served
0 114,975 153,300
44

45. Tourism Segment (Pattaya)
FY12 FY13 FY14
Price per casing 600 600 600
No. of kiosks 0 15 30
Per hour using rate 4 4 2.5
Operating hour 7 7 7
Time of service (y) 0 0.5 1
Total customer
served
0 76,650 191,625
45

46. Department Store Segment
FY12 FY13 FY14
Price per casing 500 500 500
No. of kiosks 16 12 12
Per hour using rate 1 1 1
Operating hour 8 8 8
Time of service (y) 0.5 1 1
Total customer
served
23,360 35,040 35,040
46

47. Tourism Segment (Overview)
47
Per year,
 Total customers served under full-run: 500K
 Total visitors to Thailand: 19M
 Success rate: 2.6%

48. Mobile Operator Segment (Flagship)
FY12 FY13 FY14
Price per casing 400 400 400
No. of kiosks 3 6 9
Per hour using rate 2 1.5 1.5
Operating hour 8 8 8
Time of service (y) 0.5 1 1
Total customer
served
8,760 26,280 39,420
48

49. Mobile Operator Segment (Normal)
FY12 FY13 FY14
Price per casing 400 400 400
No. of kiosks 8 16 16
Per hour using rate 1 1 0.75
Operating hour 8 8 8
Time of service (y) 0.5 1 1
Total customer
served
11,680 46,720 35,040
49

50. Mobile Operator Segment (Coffee Shop)
FY12 FY13 FY14
Price per casing 400 400 400
No. of kiosks 0 8 16
Per hour using rate 0.75 0.75 0.75
Operating hour 8 8 8
Time of service (y) 0 0.5 1
Total customer
served
0 8,760 35,040
50

51. Salary (Head)
Heads Salary No. Total
Manager 250,000 2 500,000
Creative Advisor 100,000 1 100,000
IT Advisor 100,000 1 100,000
Design 150,000 2 300,000
Rental Sales 200,000 2 400,000
IT 150,000 1 150,000
Machine
Maintenance
80,000 3 240,000
Operations 150,000 3 450,000
Inventory & Admin 100,000 3 300,000
51

52. Salary (Junior)
52
Junior Salary No. Total
Rental Sales 60000 3 180000
IT 50000 1 50000
Operation 60000 9 540000
Inventory & Admin 50000 6 300000

53. New Printers Deployment
53
Segment FY11 FY12 FY13 % of Total
Tourism 15 60 15 63%
Operator 12 22 8 28%
Dept Store 12 0 0 8%
Operator -
Flagship
3 6 0 6%
Operator -
Normal
8 8 0 11%
Operator - Coffe
Shop
0 8 8 11%

54. Base Case Assumption
54
Only Dept Store Total
Price per casing 500 500 500
No. of stores 60 300 400
Per hour using rate 1 1 1
Operating hour 8 8 8

55. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Net Income in different scenarios
-10
10
30
50
70
90
110
130
150
FY12 FY13 FY14
Net Income in Different Scenarios over 3 Years
55
(in millions)
Key Assumptions: 1. 63% of printers are deployed in tourism, the segment
with highest margin
2. 57% of Dreamjet Artist printers are deployed in FY13
3. Average net margin is 26% in FY13 and 30% in FY14
Conservative:
106M
Base Case:
47M
Optimistic:
143M
59M

56. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Detailed Expenses Distribution
56
45%
11%
10%
9%
5%
4%
3%
2%
11%
Distribution of Top 8 Expenses
Salary
Depreciation
Fee to TrueMove
Rental Fee to Govt
Maintenance Exp
Designer Fee
Customer Support Exp

57. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
The tourism customer segment provides a
higher rate of return
79%
13%
8%
Sales Distribution
Tourism
Mobile
Operator
Dept Store
57
1. Higher price and turnover rate
2. Lower rental expenses to government compared to
those to mobile operator or department store
3. No customer support-related (e.g. LiveSupport)
expenses
56%35%
9%
Budget Allocation

58. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
1. Referral from Design societies
2. Headhunting
Channels for hiring Creative Advisors
58
Thailand Creative and Design Center
Thai Design
Consortium
RSM Thailand
Pacific Bridge Incorporated
KTI Consultants

59. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Potential scenic spots for setting up
Tourist Kiosks
59
Bangkok Pattaya Ayutthaya
1. Wat Ratcha-orasaram
2. Wat Sai
3. Wat Nangnong Worawihan
4. National Museum of Royal
Barges
5. Bangkok Noi railway
station
6. Wat Suwannaram
Ratchaworawihan
7. Wat Rakhang Kositaram
Woramahawihan
8. Jim Thompson House
9. Erawan Shrine
10. The Museum of Imaging
Technology
1. Wat Khao Phra Bat
2. The Sanctuary of Truth
3. Wat Yansangwararam
4. Nong Nooch Garden
5. Thai Alangkan Theatre
6. Baan Sukhawadee
7. Wat Chong Lom
8. Wihan Thep Sathit Phra
Kitti Chaloem
9. Anek Kuson Sala (Wihan
Sian)
10. Siriphon Orchid Farm
1. Ayutthaya Historical Park
2. Ayuthaya Ruins
3. Wat Phra Mahthat
4. Wat Yai Chai Mang Khon
5. Elephantstay
6. Wat Phra Sri Sanphet
7. Wat Chaiwattanarm
8. Temple of the Royal
Restoration (Wat
Ratchaburana)
9. Temple of the Reclining
Buddha (Wat
Lokayasutharam)
10. Wat Phu Khao Thong
(Golden Mount)

60. Price comparison- Vox and Chic
60
139.00
ChicVox
790.00

61. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Thailand’s female 1st jobber population is
estimated to be 0.9 Million
61
Source: Nationmaster, US Census Bureau
Number of 20-24 year old female in 2010: 2.4 Million
Employment to population ratio: 37.9 %
Estimate of Thailand 1st jobber women population =0.9 Million

62. Smartphone Usage in Thailand
 According to Kasikorn Research Centre (KResearch), consumers
now want their mobile phones to have easy and convenient
access to social networks and multi-media functions. Mobile
phones hence have been developed further to meet with the
demands, especially smart phones, which are now very
popular among thai consumers.
 Based on a survey by KResearch, 50.4% of consumers in
Bangkok own smart phones. 56% of people answering the
questionnaire, whose ages are between 20 to 24 years old or
those who just start working, have smart phones in
possession.
 Although smart phone ownership in Thailand’s capital is
relatively high, most of the people answering the
questionnaire in all age groups have no smart phones at
present. However, 50% of them do plan to have the device in
the future.
62

63. Situation Tourist Kiosks Strategic Partnership Add-on Services Financials Implementation
Implementation for TrueMove
63
• Profit sharing scheme
• Locations: 3 Flagship, 8 Normal stores, 32 Coffee
shops
• Prime locations for all shops- opportunities for
re-purchase- close proximity to usual hang out/
shopping area
• Discounted price of 400BHT for 1st Time phone
buyers from TrueMove

64. Number of Truemove stores and
True Coffee in Bangkok
64
True Coffee: 32 stores

65. Number of True Flagship and Normal
Shops
65
True Shop: 8 shops
Flagship stores: 3

66. Rental Service provides long term growth
strategy
66
Rental Service:
• Provide mobile printers in cars for
rent for events
• Incentives: Profit sharing scheme
• Target customers: Art
Exhibition, Weddings &
Graduations/ Open days
Strengths:
• Does not rely on Kiosk
• Untapped market segment
• Higher tendency to spend in Special
Occasions
• Leverages on core competency

67. Alternative flatbed printer:
Mimaki JUF 3042
67
Price: USD 20,000

68. Thailand smart phone prices
68
Apple 4:
17,900
Apple 4S:
20,900
Apple 3:
12,900
Galaxy Note:
15,500
Galaxy S:
12,000
Galaxy S II:
13,500
Blackberry Bold
9700:
12,000
Blackberry Bold 9900:
12,900