The document presents an investor memorandum for 'Just Billing,' a technology solution designed for MSMEs to facilitate multi-channel retail and distribution management with features like cloud and blockchain integration. It outlines the challenges faced by MSMEs, including technology adoption and compliance complexities, and introduces Just Billing's end-to-end solutions for various sectors, including retail, restaurants, and distribution. The memorandum highlights the platform's scalability, security, and competitive advantages, as well as success metrics since its launch in 2017.

1. Vision to be omni-channel at every
billing point with EFFicient, Intelligent
and Affordable technology.
Hyderabad (India) | Delaware (USA) | Singapore
Dec 2019
Company presentation
Strictly private & confidential investor memorandum

2. THE PROBLEM
1. Technology adoption by MSME
2. Cost of technology for MSME
3. Complexity of maintaining compliances and regulations
4. Competitive environment for managing small businesses
5. Dynamic aggregation of consumer behavior, supply and
demand

3. SOLUTION
Cloud & Blockchain
Multi-Level
Aggregation Engine
Mobile
Billing
POS
Application
E-Commerce
Open Rest
API
E-Invoicing /
TAX Interface
Digital Payment
Interface
Back Office & MIS

4. Just Billing PLATFORM
Retail
management
Restaurant
management
Distribution
management
Airline in-flight
retailing

5. Just Billing Multi-Level Aggregation
Corporate level aggregation
Zone level aggregation
Region level aggregation
Retail level aggregation
Zone Zone
Region Region Region
Field salesField salesRetailerRetailer
HEAD OFFICE

6. Just Billing End-to-End Solution
Real time aggregation from
across multiple channels
Centralized master data
management
Track stock movement
Run offers and
promotions based on data
Saves time and brings
consistency by eliminating
store’s efforts from creating
masters such as products,
pricing, discount and offers.
All can be controlled and
managed from head office
and will reflect across stores
automatically on real-time.
Head office can set different
product catalog, pricing or
promotions for different
region/stores as well.
Head office can view
consolidated sales,
customers, inventory,
payment and expense
information for any location
with our innovative real-time
data synchronization
mechanism, as if it is a local
store. No need of day-end
process or manual upload,
download or reconciliation is
required.
Analyze consolidated
customer information to get
more insight about your
customers’ buying patterns,
preferences etc. This will
help you to tailor offer and
promotions for across the
stores or region wise to
increase customer footfall
and revenue.
Move stock between stores
or your warehouse with stock
transfers, and quickly
perform inventory lookups
across all your sales
channels. Transfer centrally
or at store level in real time.
Automatically generate
purchase orders and transfer
orders based on inventory
levels.

7. Just Billing Retail
End-to-end multi-location and multi-channel retail management system
Bill Counter Bill Counter Bill Counter
CENTRAL WAREHOUSE
Bill Counter
STORE STORE STORE
HEAD OFFICE

8. Just Billing Retail
Everything you need to grow your Retail business
Order
Management
Inventory
Management
Customer
Management
Payment
Tracking
Accounting
Management
Offers &
Discounts
Reports &
Statistics

9. Just Billing Restaurant
CENTRAL KITCHEN
Restaurant POS - 1
HEAD OFFICE
Waiter Ordering - 1
Restaurant POS-2
Billing Counter-1 Kitchen Display - 1
Food Van POS-3
Billing Counter-1
Cashier Counter-1
Kitchen Display - 1
Customer Self-
Ordering - 1
End-to-end multi-location and multi-channel food and hospitality management system

10. Just Billing Restaurant
All-in-one integrated solution for Food and Beverage Business
In-Store
Point Of Sale
Centralized
Back Office
Cashier
Counter
Take Away
Counter
Waiter
Ordering
Customer Self-
Ordering
Kitchen Display
Central Kitchen Call Centre /
Customer Service
Online Ordering

11. Just Billing Distribution
WAREHOUSE
Distributor Distributor
HEAD OFFICE
Retailer Field sales
Retailer
sub-distributor
Retailer
Retailer Retailer
Field sales
End point aggregation solution model

12. Just Billing Distribution
End-to-end distribution management, supply chain & aggregation system
CORPORATE
WAREHOUSE
DISTRIBUTOR
END POINTS - FRANCHISE/ DISTRIBUTOR/ RETAIL/ FIELD SALES
BILLING INVENTORY CUSTOMERS PAYMENTS PURCHASE ACCOUNTING GROWTH

13. Just Billing Distribution
Just Billing Distribution Head Office Modules
Order & Billing
Management
Supply Chain
Management
Centralized
CRM & KYC
Regulations
& Compliances
Franchise/ Distributor
Performance
Centralized
Promotions
Multi-level
Aggregation

14. Just Billing In-Flight Retail
Airport warehouse
CORPORATE HEAD OFFICE
Flight
Airport warehouse
Billing
Flight
BillingBilling
Flight Flight
Billing
Billing
Inflight retail sales, billing, inventory, automation,
reconciliation and aggregation system

15. Just Billing In-Flight Retail
2
Warehouse
Preparation
Departure
Preparation
3
In-flight retail sales
4
Arrival
Reconciliation
5
Warehouse
Reconciliation
6
1
Master Data
Management
Airline ERP
system

16. Just Billing In-Flight Retail
All-in-one in-flight retail management
CORPORATE
AIRPORT WAREHOUSE
FLIGHT
BILLING INVENTORYPASSENGERS PAYMENTS TROLLEYLOYALTY RECONCILIATION

17. Just Billing Cloud Architecture
Database [Microsoft SQL Server]
Caching [Redis]
Service [.NET REST API]
Back office Web Application
[ASP.NET + Effia Framework]
Inflight Retailing Mobile App
[Native android SDK]

18. Just Billing Cloud Infrastructure
Integration,schedulerandutility
Redison
[UbuntuServer]
Firewall/SecurityGroup
SQLServerAlwaysonAvailabilityGroups
[SQLServerEnterpriseEdition]
DBNode-2DBNode-1
ApplicationLoadBalancer
RESTAPI-1
[IISServer]
RESTAPI-2
[IISServer]
ApplicationLoadBalancer
WebApp-1
[IISServer]
WebApp-2
[IISServer]
Database Caching REST API Web App

19. Just Billing Cloud Advantages
Online & offline Highly scalable Highly secure No maintenance
Whether you have a single
location or hundreds, Just billing
is extremely scalable. You do not
need to invest on head office
server, hardware or
infrastructure. This not only just
saves your cost or capital
investment, but also the effort,
resources and expertise to
configure and manage multiple
locations.
Operate in offline mode
automatically when you lose
Internet connection. Each device
runs independently even if the
internet is down. Automatic data
streaming would start again in
the back ground as soon as the
internet connection is restored.
No manual upload, download or
reconciliation is required.
No maintenance is required for
the software, your data or
servers. Be on top of the latest
version of Just Billing software
always with automatic upgrades.
All your data are automatically
backed up every day on our
cloud servers. Setup a new
device with your data
automatically just in few
minutes.
Your data is fully secure with our
data centers from the world’s
top cloud service provider
Amazon AWS, which meets all
the international standards,
compliances and governance
such as PCI, ISO, SOC. Moreover,
all communication with cloud
head office are encrypted with
HTTPS protocol.

20. COMPETITIVE
ADVANTAGES
• Technology: Mobile, Cloud and Blockchain
• Cost: SaaS multi-tenancy, negligible CAPEX, low
OPEX
• Functionality: end-to-end business solution and
compliances for MSME
• Solution vs. Platform: multi-level aggregation and
Blockchain for transparency, visibility and new
business opportunities
• Pre-configured 50+ business verticals of retail, food,
services and distribution

21. GROWTH
Organic growth from 01-Jan-2017
• Launched in 01-Jan-2017
• 60,000+ Retail Customers
• 9M+ Tax Invoices generated
• 60B+ INR transactions completed
• 3000+ organic customers/ month
• One of the highest rated App on Play Store
• 50+ Enterprise customers

22. Case Study - SHV Energy
Mobile based Auto Gas Stations
Billing & Loyalty Software
B2B and B2C Distribution, Supply Chain,
Billing, GST and corporate compliance Software
B2C E-commerce and Mobile App
1
2
3
Company: SHV Energy
Brand Name: SUPERGAS
Website: https://www.shvenergy.com/ | https://www.supergas.com/
About: SHV Energy is one of the leading global LPG provider, operating in 28 countries with more than 30M customers.

23. Case Study - Mandee Online
B2B commodity market place with
Distribution, Supply Chain, pricing, GST and finance
B2B Commerce and Mobile App
1
2
Company: Muster Online Private Limited
Brand Name: Mandee
Website: https://mandeeonline.com/
About: Mandee is a B2B Omni-Channel Market Place that intends to create large scale and economic impact for all the
stakeholders in the commodity value chain.

24. Case Study - 4th WAVE
Technology solutions
Company: 4th WAVE Payments PTE.
Brand Name: 4th WAVE
Website: http://www.4thwaves.com/
About: An Innovative Eco-friendly Domestic Payment Solution that Promotes Digitization of the Economy & Retains Wealth
within the Borders. No Plastic, No Point of Sale Terminals, No Schemes, No Cheques
1. Open Look and Closed Loop Solution
2. Consumer APP
3. Merchant APP
4. e-Cheque
5. Card less ATM
6. Agency Banking

25. Case Study - SGS
1. Ensuring regulations and compliances
2. Collect various taxes from business
on-time
3. Reducing tax gap
4. Reduce cost of tax collection
5. Complete visibility and transparency
6. Revenue projection/ cashflow at
fingertips
7. Opportunity for creating secondary
market place
8. Offer better digital experience to
citizen
City Tax Collection System

26. Case Study - AGS | Novus
Company: AGS Transact Limited
Brand Name: Ongo Billing++ | NovaStore
Website: https://www.agsindia.com/ | https://novustech.com.sg/
About: India’s leading providers of end-to-end cash and digital payment solutions with the presence in 2,200 cities. Novus
Technologies, a subsidiary of AGS focuses on FinTech solutions in South-East Asia.
White-Label partner of Just Billing
1 2
White-Label partner of Just Billing

27. ACHIEVEMENTS & RECOGNITION
EffiaSoft has been recognized as a promising venture
• Selected by Telangana Govt to represent at SaaStock, Dublin
• Selected by T-Hub and Telangana Govt to represent at DLD Tel Aviv Innovation
Festival, Israel
• Certificate of Recognition from Startup India, Govt of India
• Red Herring Asia 2016 Winner
• Graduated NASSCOM 10000 Start-Ups
• Graduated Microsoft “BizSpark Startup”
• Graduated SoftLayer “Catalyst Startup”
• IBM “Global Entrepreneur”
• Google “Startup Launch”
• Stanford PNGrowth
• Strategic partnership with listed and global organizations
• Fortune 500 customers from Oil & Gas, Shipping, Tech industry.

28. OUR JOURNEY TO DATE
The foundation for highly recognized product & market proof
Today
Accelerate growth
Focus on
marketing and
customer
acquisitions
International
presence
More than five
Enterprise
customers signed
2019
Concept-stage
Value proposition
R&D of Cloud ERP
for MSME
2013
Release of Cloud
ERP product
lines
Early adoption by
Global
customers
2014 & 2015
Identified problems
for Indian MSME
Expanded
solutions with Just
Billing product line
Product-Market-fit
validation
2016
Public release of
Just Billing
product line
Organic growth
Market recognition
Strategic customer
& partners
acquisitions
Roadmap for
innovative use
cases
2017 & 2018

29. Sankar Ragavan
CHAIRMAN
Lakshmanan Sankaran
CEO
Sekhar Thodla
STRATEGIC ADVISOR
Koushik Shee
FOUNDER & CHIEF TECHNOLOGIST
MANAGEMENT TEAM
The EffiaSoft team combines deep technology expertise with global business acumen
Banker | Proven leader | Ex-
Commercial Bank of Dubai,
Canara Bank, BNP Paribas
24 years of coding | 3 startups |
13+ years in enterprise software
| Ex-Oracle | M.S.- BITS, Pilani
Three decades in various
functions in Banking| EX-COO &
BOD of National Bank of Fujairah
CEO MariApps, Bernhard
Schulte Shipmanagement |
Jumeirah Group

30. THANK YOU
WWW.EFFIASOFT.COM
Phone: +91-40-40404030
Email: info@effiasoft.com
Address: Plot-9, NH-9, Madinaguda, Hyderabad
-500049. Telangana. India