3. This is where many of your
consumers shop for groceries..
3
..but connecting to these shops has
traditionally been a challenge
4. RUMA builds a network of shops and connects
them with large companies
4
RUMA builds a network of ..equip and empower ..and connect them with
small shop owners.. them with technology.. large companies
Telcos
Technology Solutions Payments & Financial Services
FMCGs
5. RUMA Network
RUMA empowers a network of 4,000+
traditional warungs with technological
solutions to provide value-added
payment and information services
alongside fast moving consumer 5goods
6. We have grown rapidly..
6
Agent Recruitment History
# of Active Agents
3,831
3,715
3,339
2,823
2,714
2,415
2,216
1,908
1,704 1,756
1,598 1,646 1,569 1,619
1,491 1,491
1,399 1,408 1,404
1,265 1,297 1,277
945
766
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
2010 2010 2010 2010 2010 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012 2012 2012 2012
Active Agents: Agents that had conducted transactions in last month
7. ..and have big aspirations
7
• Expansion to be done by replicating core
functions in current HQ to Zones
5 • Each zone manages 25 branches
Zones • Each zone would be situated nearby a big city
• Each branch has 1 branch head, 5 DMs and 5
Field Officers
Ruma
157 Branches • Five branches can cover a small city and its
suburbs
• Responsible for recruiting, servicing, and
751 Dealer collecting from dealers
Managers and • Typically college graduates who are trained in
RUMA's management trainee program
Field Officers • Each are paired with Field Officer who
services the agents
• Each have 10-20 agents
8,852 Dealers
Partners
• Responsible for collecting from agents
• Often provides term of payment to agent
• Bigger shops or distributors
201,509 Agents • Each shop can cover an area with over 200
households
8. RUMA has assembled top-caliber leadership and
team from reputed institutions
8
Leadership
Aldi Haryo- Ben Elberger Aussie Haryono Salma Desenta
pratomo Bus. Market Insight Transaction Svc.
CEO Development
BCG Kiva BCG BCG
Kiva Stanford Univ. Columbia Univ. IBM
Harvard Bus. ITB
School
Team
Kiva
Stanford
University
9. We’ve gained recognition in international and
national forums (1)
9
1st Prize at Harvard’s Pitch for Runner Up at Global Social Venture
Change – Social Enterprise Award Competition
World Economic Forum’s Ernst & Young – Indonesia Endeavour Globakl
Young Global Leader Entrepreneur of the Year Finalist High Impact Entrepreneur
10. We’ve gained recognition in international and
national forums (2)
Coverage by Straits Times & Coverage by Warta Ekonomi Coverage by Majalah SWA
Jakarta Globe
12. RUMA is uniquely positioned to address Marketing /
Sales questions for Bottom-of-Pyramid segment
12
We have direct access to our Advanced survey technology Primary Research + Strategy
network of trad shops for speed & accuracy Capability
Direct experience & operations Proprietary survey tool using Experienced cross-disciplinary
in distribution & sales in BOP tablet team
• Via our airtime & • Developed with Grameen • Background from top
transaction business Foundation & Qualcomm global strategy consulting,
market research and FMCG
Pre-existing relationships and Quicker & accurate result
access to trad retailers through electronic capture Primary research capability
• Thousands of RU agents • Embedded QC & logic • Robust design, field
and millions of their check deployment and QC
customers • No need for data entry
• Enables rapid pulse check Strategic perspective & high
through trad retailers quality deliverables
• On par with global
consultancy firms
• Yet, far less costly
13. We have direct access to our network of trad shops
13
Rapid Deployment In-Time, Insightful Results
Example result from Internal Study on
beverage retail
Among RU w/ warung, 72% have fridge
Only 8% has only box cooler
5
72% of warung has fridge
100%
100
90 19%
80
70
60
53%
50
Fridge more common with larger warung
40
But sizeable number of smaller warung also has fridge
30
20% 8%
20
6
RUMA can immediately call up 5000+ shops 10
0
No Cooler Box cooler Fridge cooler Both Total
# of warung owner’s cooler ownership by income
within Ruma’s network
(only) (only)
25% 51% 24%Indication that warungs are migrating from
100%
8% non-electricCooler
No cooler
15% 20%
6% Box Cooler
Source: RUMA’s RU who have warung (n size: 329)
42% 10% Fridge Cooler
Trusted relationship with Ruma
8%
Both
Geographically spread; penetrate deep to
5%
67%
54% 53%
39%
kampung / villages
Rapid & reliable way to gather information 14%
20% 19% 19%
Empowering micro-entrepreneurs to improve
<200k 200-500k >500k Total
Warung Daily Sales
Source: RUMA’s RU who have warung (n size: 329)
livelihood via survey
14. We leverage advanced mobile technology
14
• Video & GPS Capability
• Embedded into tablet survey
tool
• Especially useful for ads testing
• More Accurate and Faster
• Survey app automatically
validates answers
• Completed forms immediately
sent to server
• Reduce data entry needs
• Proprietary Technology
• Survey forms will be deployed
using Android tablets
• Ruma & Grameen Foundation
USA’s proprietary survey
technology
15. We will help you address your Marketing & Sales
questions to the Bottom-of-Pyramid
15
We specialize in Bottom-of-Pyramid segment
We can help you address various marketing & sales questions
New product development Post launch monitoring Ongoing Product Diagnostic
• Product testing • Brand awareness / top of mind / trial / •Brand penetration
• Price sensitivity testing regular use •Share of wallet/warung
• Response to product design / • Recognition, recall, and reaction to •Usage and behavior (in category or
features advertisement campaign with product)
• Importance of various product • Brand perception assessment •Competitive usage/comparisons
features • Customer responsiveness •Consumer demographics
• Identifying product strength & • Product & promo material availability •Association of attributes with brands
weakness • Sources of information •Brand perception testing (e.g., word
• Point-of-sale behavior associations)
16. We also provide real-time & granular competitive BI
report for Telcos
16
• Real market share across all
operators collected via wide-raching
pulsa distribution network
• Drill-down regional breakdown to
kabupaten and kecamatan level
• Real-time tracking of market share
trends; enables insight to be
acquired rapidly
Rich, actionable insight to drive
strategic and tactical decision making
Actual Data of reload sales of RUMA agents
Coverage Area includes: Jabodetabek, Serang / Cilegon, Cirebon
17. We bring you the best team with strong experience
in consulting and market research
17
Aldi Haryopratomo, CEO / Co-Founder of Ruma
Aldi is co-founder and CEO of Ruma, Bottom-Of Pyramid expert at the Boston Consulting Group. Extensive microfinance
experience in SE Asia. Technical advisor to Tsunami Reconstruction Body in Aceh. Southeast Asian Microfinance Partnerships
Coord. 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 Development
Ben 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 for
Anglophone Africa and South Asia at Kiva.org (2006-2010). Stanford University Bachelor’s Degree in Public Policy.
Aussie Haryono, Head of Market Insight
Aussie had extensive business dev and management consulting experience in strategy, marketing, sales, and operations for
telco and FMCG clients. Prior to Ruma, Aussie was VP Bus. Dev. at PT Amstelco Energy & Resources (2012), Consultant at The
Boston Consulting Group (2008-2012), and Analyst at Argus Information & Advisory Services (2006-2007). Aussie holds a MA in
Statistics from Columbia Univ. (2007-2008) and BA in Mathematics-Economics & Psychology from Wesleyan Univ. (2002-2006).
Tita Ardiati , Research Manager – Market Insight
Tita brings statistical and market research expertise across multiple sectors. She was previously Sr. Statistician on Nielsen’s SE
Asia & Greater China Regional Measurement Science Team and Nielsen’s Consumer Panel Service & Customized Research
Service Team. Bachelor’s Degree in Statistics, Universitas Padjajaran
Stevenlie Satryaputra, Research Manager – Market Insight
Stevenlie brings strategy consulting and operations experience in retail / FMCG sector. He was previously Jr. Associate at The
Boston Consulting Group, and Customer Team Finance Manager at Procter & Gamble Indonesia. World Champion of Danone
Trust Business Competition. Bachelor in Economics & Business, Universitas Indonesia
