PT Rekan Usaha Mikro Anda (RUMA)

RUMA MARKET INSIGHT

2013

Introduction to RUMA Market Insight Servicewww.ruma.co.idInsight.ruma.co.id

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Who We AreRuma is a social enterprise that leverages innovative mobile technology solutions targeted to the base of the pyramid.

RUMA Network

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Ruma empowers 4000+ micro-entrepreneurs to act as digital transaction agents, where they can receive payments for airtime, utilities bill, and other value added services

RUMA builds a network of shops and connects them with large companies

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Technology Solutions

RUMA builds a network of small shop owners..

..equip and empower them with technology..

..and connect them with large companies

Telcos

Payments & Financial Services

FMCGs

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RUMA Market Insight (RMI)Through its Market Insight division, Ruma works with corporates and organizations to gain business & market insights through innovative mobile technology solutions for field data collection, monitoring and analysis

We leverage our mobile survey tool to collect field data..

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• Capture more data than traditional method• GPS capture: show where stores are &

geographical pattern• Pictures: how stores actually look• E-Survey form: real-time submission

• Capture data in a robust, efficient manner• GPS and timestamp ensures validity• Faster data collection; more stores visited• Back-end translating of pictures to PICOS

& other project KPIs

• Solid background in technology & business• Ruma ‘s technology team has background

from Yahoo, Oberthur, IBM• Complemented by business team with

experience from management consulting, FMCG

..and present meaningful information to you…Not just raw data dump

Map Dashboard Distribution Metrics Reporting

Illustrative Examples of Dashboards

Time stamp : SU 03/03/2013 -- 14:59:57Shop Information

• Name : Shahab Store•Address: : JL. Azalia Raya no 4

Product• Availability : OK• Shelf Space : 30%

Promo Materials• Banner : OK• Header : Broken• Divider : OK

…with strategic insights focus on key business objectives

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Examples from Ruma’s Internal Study

Ongoing Product Diagnostic

We will help you address your Marketing & Sales questions to the Bottom-of-Pyramid

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We specialize in Bottom-of-Pyramid segment

We can help you address various marketing & sales questions

Post launch monitoringNew product development

•Product testing•Price sensitivity testing•Response to product design /

features• Importance of various product

features• Identifying product strength &

weakness

•Brand awareness / top of mind / trial / regular use

•Recognition, recall, and reaction to advertisement 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 or

with product)•Competitive usage/comparisons•Consumer demographics•Association of attributes with brands•Brand perception testing (e.g., word

associations)

Testimony: Product Awareness and Use study with Danone Indonesia

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“Ruma impressed us with their ability to design surveys clearly focused on our business needs and deploy to their network rapidly and efficiently. We gained tremendous insight from our projects with Ruma and look forward to continuing to work with them"”

-Guillaume, Brand Manager

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Top reasons why RU’s do not buy XXX Comparison of potential purchasers

and hardcore non-purchasers:

Where to find XXX?

Potential

Purchasers

Hardcore

Non-purchasers

21

0

15

16

81

XX

XX

XX

XX

XX

35

2

7

18

39

XX

XX

XX

XX

XX

2

2

5

10

11

31

32

XXX

XXX

XXX

XXX

XXX

XXX

XXX

Danone can encourage non-users to purchase by educating them further on the

details of the product and making it more accessible

RUMA’s non-purchasers are generally unaware of the product

benefits and unaware of where to purchase the product

We bring you the best team with strong experience in 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 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 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 for Anglophone 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 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 InsightTita 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 InsightStevenlie 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

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Thank You

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