A Portfolio Approach to Building Early Stage Markets

1. Frontier Markets:
A Portfolio Approach
Mathew Care - SB Pty Ltd

2. Who?

3. Why?
• Online real estate marketing spend will be > USD
$10M in our markets (growing >10% annually):
- Cambodia $5M
- Papua New Guinea $4M
- Fiji $1.2M
Australia was once a frontier market:
REA market cap now AUD $6.43 billion
• Plus:

4. Overview
1. Beliefs, aims & market identification
2. Our Approach
3. Case Study
4. Future plans

5. Beliefs

6. Beliefs
Online
50%
Offline
50%
Total Marketing Spend Online Marketing Spend
Rest of Market
20%
Market Leader
80%

7. Aims
• Virtually all developed and most developing markets,
already have market leaders in relevant verticals
• Frontier markets with <10% internet penetration are
yet to develop strong online classifieds leaders -
presenting an opportunity
Our aim is to build a range of market
leading online classifieds business in
frontier markets

8. Market Identification
No entrenched market leader in relevant vertical
Ability to secure highly skilled local / expat talent to
drive in-country execution
Ability to apply world class technology
Optional: Complimentary to existing presence (PNG/Fiji)
Optional: Purchase (majority or minority) of existing
business which is / we believe can be the market leader

9. Our Approach

10. Our Approach
1. Talented, equity incentivised, in-country Directors
2. International standard technology
3. Hub and spoke - core business services delivered
centrally (tech, marketing, product etc.)
4. Rapid iteration based on learnings made in the
markets that we operate

11. Directors
• PNG: Brian Byer, Aus expat 11yrs, started tech biz in PNG
• Fiji: Traviss Orr, Aus expat 4 yrs Fiji, started marketing biz in Fiji
• Cambodia:
- Chenda Moek: Cambodian National, founded biz 5 yrs
ago, works in real estate industry
- Tom O’Sullivan: Aus expat 3 yrs, run an NGO in
Cambodia and mutliple biz in Australia

12. Technology - real estate
• Centralised platform that allows new features and products to be easily
pushed to each market
• Strong agent integration to ensure high quality listings
• Mobile responsive / adaptive - our markets are 50% - 60% mobile
• Listing management (sold, rented etc.) - focus on building data set, huge
demand in our markets from agents for data and willingness to share
• Lead reporting - Reinforcing value proposition
• Email database focus - Alerts, pop-ups, plus segmentation e.g. PNG first
home buyers
• Dual language (Cambodia)

13. Hub & spoke
• Aim is to allow in-country management to focus on
customer acquisition, sales and account management -
agents & advertisers
• Identify expertise that can be delivered remotely and
build a strong specialist team to deliver
• Geo-arbitrage on both a cost and skills basis i.e.
Source labour in the geography where it can be most
effectively and efficiently delivered
• Centralised IP allows crossover of market learnings

14. Hub & Spoke - Mgt Team
• Mathew Care - Director SB
• Originally a lawyer, number of
real estate related and pure
online businesses
• Manages central service
delivery to market Directors
• Legal support for
M & A, structuring
• James Rodda - Director SB
• Senior Analyst at Platinum
Asset Mgt (Australia’s largest
offshore funds manager
USD25b FUM)
• Covers Asian technology
companies & applies learnings
to SB
Strategy & Management Strategy

15. Australia Philippines
Hub & Spoke - Core Services
• Marketing: SEM, SEO, social
media advertising and content
marketing
• Project delivery new websites
• Product design
• Accounting, Legal, HR
• Customer enquiries, business system
creation, social media posting, market
research, manual listing upload
• Graphic design, banners, animation,
infographics
• Email marketing
Indonesia
• Technology delivery
• Coding & QA
• Local language Social & SEM - Aus
oversight, content writers
Relevant Market

16. Hub & Spoke - Local Team
• Listings: Agent & developer relationships & account
management
• Revenue:
3rd party revenue
Mortgage revenue (Fiji)
Agent / developer sales teams

17. Hub & spoke - Mgt & Culture
• Centralised IP (Google Drive)
• Focus on systems for scalability & rapid iteration:
documents, flow charts, videos
• Daily reports, weekly team meetings
• Time investment to build culture: photos, children,
spouses, birthdays, favourite quotes
• Investment in physically visiting team members
regularly - e.g. this conference

18. Case Study

21. Future Plans

22. Future plans
• Develop existing positions in PNG & Fiji, focus:
listing quality & revenue
• Solidify position in Cambodia, focus: Listing
volume & quality, leads, revenue - 3rd party
• Consider expansion to new & related markets
(real estate and horizontal), via startup,
partnership or acquisition

23. Questions?

26. Beliefs
• Leading online
classifieds
businesses create
a ‘network effect /
virtuous circle’
• Creating a high and
sustainable barrier
to entry resulting in
significant value
creation