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AnnualBusinessPlan

FY15-16AnnualBusinessPlanFY15-162ContentsSocialAnalyticsMarketSize&TrendsFY15-16KeyLearningsFY-18visionFY15-16PlanEmergingMarketsPlanDevelopedMarketsPlanFinancialsQuestions2ContentsSocialAnalyticsMarkSocialMediaAnalyticsMarketSizeForecast(2015-19)Source:MarketsandMarketsAnalysisSoftware&ServicesMarketisexpectedtogrowfrom$620.3millionto$2.7billionby2019Freemiummodelisthewaytogo–IBMreleasedWatsonasafreemiummodelMobileledasmobiledatatraffictogrow300%by2017SME&EnterprisesbothneedtoadoptforscaleSocialMediaAnalyticsMarketSocialMediaAnalyticsMarketSizebyComponent&Region(2015-19)Source:MarketsandMarketsAnalysisLocalizationkeyforAsianadoptionMobileuntappedandkeydifferentiatorMEA&APACshowhighestgrowthratesAdoptionratesofanalyticsplatformslowinAPAC&MEAinSMEsSocialMediaAnalyticsMarketSocialMediaAnalyticsMarketSizebyUser(2015-19)Source:MarketsandMarketsAnalysisSocialMediaAnalyticsMarketKeyDriversforAnalyticsAdoptionSMEsEnterprisesMobilereadyLocalizationtoindustry&countryAbilitytodrivesalesandcustomerexperienceEasytouseUI/UXTrainingAbilitytomeasureROIondigitalUncoverpatternsandinsightsontargetcustomersIntegrateanalyticswithinorganizationEmbracedatadrivenmarketingImprovecustomerexperienceKeyDriversforAnalyticsAdopGlobalProductsAsianProductsRadian6SysomosVisibleTechnologiesSocialBakersQuintlyFalconSocialHootsuiteAlterianBrandtologyWebfluenzNolimitAwesometricsMediawaveMobilereadyNoNoNoNoNoYesYesNoNoNoNoNoNoIndustryFocusEnterpriseEnterpriseEnterpriseSME&EnterpriseSME&EnterpriseSME&EnterpriseSME&EnterpriseEnterpriseEnterpriseEnterpriseSME&EnterpriseSME&EnterpriseSME&EnterpriseLocalizationNoNoNoYesNoNoNoNoNoNoIndonesiaonlyIndonesiaonlyIndonesiaonlyPredictiveAnalyticsNoNoNoNoNoNoNoNoNoNoNoNoNoMarketsGlobalGlobalNA/EuropeGlobalNA/EuropeNA/EuropeGlobalGlobalSEAsiaIndiaIndonesiaIndonesiaIndonesiaPricingStrategyPaidonlyPaidonlyPaidonlyFreemiumPaidonlyPaidonlyFreemiumPaidonlyPaidonlyPaidonlyPaidonlyPaidonlyPaidonlyCurrentProductsLocalizationkeydifferentiatorOpportunityinbeingmobilereadyFreemiumstrategykeytoachieveuseradoptionSuccessfulproductsusedAlliancesaskeyuseracquisitionstrategyGlobalProductsAsianProductsRChineseProductsJunQuanBenGuoGoonieKnowlesysHongMaiAdTimeMYYAHylandaSocialTouchSCRMMiceMobilereadyYesYesNoNoYesYesYesNoYesYesIndustryFocusGOV&SME&EnterpriseGOV&EnterpriseGOV&EnterpriseGOV&EnterpriseGOV&EnterpriseGOV&EnterpriseGOV&EnterpriseSME

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EnterpriseLocalizationChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyPredictiveAnalyticsNoNoNoNoNoNoNoNoNoNoMarketsChinaChinaChinaChinaChinaChinaChinaChinaChinaChinaPricingStrategyPaid

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onlyCurrentProductsLocalizationkeydifferentiatorOpportunityinbeingmobilereadyFreemiumstrategykeytoachieveuseradoptionSuccessfulproductsusedAlliancesaskeyuseracquisitionstrategyChineseProductsJunQuanBenGuoGKeyLearningsCustomerIntelligence&PredictiveAnalyticsGreateremphasisonanalyticstotrackcustomerintelligenceandpredictbehaviourMobile,Mobile,MobileMobilepromotions,locationspecificpostswillbecomethenew-normalwiththeneedforanalyticson-the-goMore&MoreVideoVideoisgoingtobeamassivedrivingforceformarketersandhencesignificantneedforvideoanalyticsLocalizationCustomersexpectcontenttobelocalizedandsowilltheneedforanalyticsplatformstomeasureandreportKeyLearningsCustomerIntelligFY15-16KeyLearningsFY15-16KeyLearningsKeyHighlightsof2014-15Ver.1launchedinSep’14Web&ResponsiveplatformProductLaunchIntroduced3pricingplans,Free,Premium&EnterprisePricinginlocalcurrencyforIndia,Indonesia&SingaporePricingLocalizedplatformversionslaunchedinChina&IndonesiaPlatformLocalizationKick-startedallianceswithagencies.AskMe&SingtelindiscussionsAlliancesTriedmultiplemarketingchannelsforuseracquisitionPPC,EDMs,Events,Affiliatemarketing&SocialMarketingTrieddifferentgeographiesthroughPPC–US,UK,MiddleEast,PhilippinesGeographiesAssembledteamforAlliances,Marketing&ProductTeamKeyHighlightsof2014-15Ver.CurrentOrgStructure–SEA&ChinaCEOProductManagerDevTeam(Mobile&Web)UI/UXDigitalMarketingHeadMarketingManagerCreativeAgencyAllianceManagerIndia1AllianceManagerIndia2AllianceIndonesiaCustomerSupportProductManagerDevTeam(Mobile&Web)UI/UXEngineerMarketingManagerAllianceManagerCustomerSupportMarketingExecutiveToBeHired(India&SEA)(China)CurrentOrgStructure–SEA&KeyHighlightsofOrgStructureSeparateAllianceManagersforEnterprise&AgencyAlliancesResponsibleforpartnershipswithkeyaccountswhohaveSMEclientsAlliancesDedicatedDigitalMarketingTeambasedinSingapore,India&ChinaUpsellingkeyfocusarea&KPIofteamMarketingSeparateweb&mobiledevelopmentteamsoutofIntelligrapeDedicatedUI/UXengineersfordesignProductOutsourcedteamof2fordesigningfreshcreativesforPPCmarketingcampaignsCreativeTeamIn-houseteamof2forhandlingcustomerqueries,complaints,accountissuesetc.CustomerSupportKeyHighlightsofOrgStructurProductAnalysisThoughtBuzzSocialBakersQuintlySproutSocialFalconSocialHootsuiteCrossNetworkAnalyticsYYYYYYInfluencerIdentificationYYYYNYMobileOptimizedYNNNYYInstagramAnalyticsYYNYNYYouTubeAnalytics&PublishingYNNNNYContentAnalyticsYYYYYYSocialMediaTrendsYNNNNNLocalizedforAsianmarketsYNNNNNLeadgenerationYNNNNNPublicPageMonitoringYYYNNNMobileAppYNNNYYPricingFreemiumFreemiumPaidOnlyPaidOnlyPaidOnlyFreemiumProductAnalysisThoughtBuzzSocProductAnalysisChineseProductsTanBaoJunQuanBenGuoGoonieKnowlesysHongMaiAdTimeMYYAHylandaSocialTouchSCRMMiceCrossNetworkAnalyticsYYYYYYYYYYYInfluencerIdentificationYNYNNNNYYYNMobileOptimizedNNYNYYNNNNNContentAnalyticsNYYNYNYYYYYSocialMediaTrendsNNNNNNNNNNNLocalizedforAsianmarketsChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyChinaonlyLeadgenerationYNNNNYYNYYNEmotionAnalyticsYYYYYYYNYYNMobileAppNYesYesNoNoYesYesYesNoYesYesPricingFreemium&PaidPaid

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onlyProductAnalysisChineseProducProductAnalysisProductswhichhavemobileappsseegreateradoptionSeenasthoughtleadersintheanalyticsindustryMobileLocalizationnotdonebymostproductsduetofocusonUS/EuropeLocalizationkeyinAsiaforSMEadoptionLocalizationNocompetitoroffersimage&videoanalyticscurrentlyGrowthofvideo&imagewouldgenerateenormousneedforanalyticsImage&VideoAnalyticsFreemiumproductshaveseenlargestscaleofadoptionPricingonlyinUSD,nolocalcurrencyoptionPricingProductAnalysisProductswhichMarketingAnalysisIndiaIndonesiaSingaporeUSAUKMiddleEastPhilippinesPerformanceMarketingYYYYYYYEDMYNYYNNNSocialAdsYYYNNNNEventsNNYNNNYAffiliateMarketingNNNYNNNActivitiesdonefromOct–Jan’14WantedtoidentifyCPAsoneachchannelforeachmarketMonitoruseracquisitionnumbersfromeachchannelIdentifyrightchannelsforemerging&developedmarketsMarketingAnalysisIndiaIndonesMarketingAnalysis-PPCRegionCostConversionsCPAIndia–Search1,98012815.5India–Display3891920.5India-Total2,36914716.1

Indonesia-Search8366812.3Indonesia-Display7573720.4Indonesia-Total1,59310515.1

Singapore-Search260832.5Singapore-Display1000Singapore-Total270833.75WorksbestforemergingmarketsduetolowCPAs(16$vs.40$)ConversionstoPremiumlowforemergingmarketsbuthighfordevelopedmarketsBetterconversionsthroughlocallanguageadsandlandingpagesinIndonesia&ChinaNeedfreshcreativesweeklytodrivemoreclicksandconversionsMarketingAnalysis-PPCRegionMarketingAnalysis–OtherChannelsWorksforbothemerginganddevelopedmarketsEDMpromotionsresultinhighestopenandclick-throughratesEDMsEventstobeusedasplatformsforbrandawarenessandPRNottobeusedasuseracquisitionchannelsEventsFacebooktobeusedforbrandawarenessandwidereachTwitternotyettestedthoroughly.CurrenttrialsuggestsnotakeychannelforacquisitionHighCTRsonLinkedInlimituse.TobeusedinshortburstsduringmajormarketingcampaignSocialAdsMarketingAnalysis–OtherChaKeyLearnings–FY15-16MassiveopportunityinmobilefirstanalyticsMobileapptobekeydifferentiatoramongcompetitorsMobileKeyUSPinAsiaLocalizationdrivesuseracquisitionLocalizationBuilt-inmachinelearningtothrowuprecommendationstousersTrackeveryuserclickonplatformtoprovideacontextualexperiencePredictiveAnalytics/MachineLearningMaketheplatformadailydriverforusersFeaturessuchastrends,notifications,socialsaleskeytoachievethisDailyDriversUsePPCasmaindigitalchannelforuseracquisitionTweakchannelusagebasedonmarket(developed&emergingmarkets)MarketingKeyLearnings–FY15-16MassiKeyLearnings–FY15-16KeytargetmarketsChina,India,Indonesia&SingaporeGeographiesKeyLearnings–FY15-16KeytNOISEAnalysisNeedsOpportunitiesMobile&self-servicedashboardsEnterprise&FreeproductsdisparateVideo&ImageanalyticsMarketingstillbeingoptimizedLocalizationofplatformsCPAisstillhighandorganicsignupsverylessStickinessofusersislowImprovementsStrengthsLocalizationandmobilefirstanopportunitytoacquireandretainusersClientssignupwithbignameplayerssuchasMicrosoft,IBMetcforsocialanalyticstoconsolidatedataApartfromHootsuitenootherbigplayerintheSMEspaceinSEAsiaHootsuiteoranewplayerincreasesfootprintinAsiathroughlocalizationAlliancepartnersdon’tdeliverthenumbersweexpectNOISEAnalysisNeedsOpportunitiEnterpriseMobilityAppsTrendsSpendingonmobileenterprisebusinessappswillmorethandoublefrom$26billionin2012to$53billionin2017accordingtoStrategyAnalyticsInthethirdquarterof2014,businessescontinuedtoadoptbusinessapps,with107%quarter-over-quarterand731%year-over-yearAppcategoriesthatreportedthegreatestamountofgrowthquarteroverquarterincludebusinessintelligence,securebrowserandsocialbusinessEnterpriseMobilityAppsTrend3YearsVision(Jan2018)3YearsVision(Jan2018)Mission2018DailydriverforfilesyncDailydriverforsales&leadmanagementDailydriverforProjectManagementDailydriverfornotes&taskmanagementBecomingadailydriverledtomassiveusergrowthandstickinessFreemiummodelMobilefirstwithmoreusersonmobilethanweb/desktopAdoptionbybothEnterprises&SMEsMission2018DailydriverforfMission2018TomakeThoughtBuzzadailyhabitforusersMobile-ledMobileapp,responsivewebsitetobefocusratherthanwebSocialSalesBecomethego-toplatformforuserstodriveleadsfromsocialTrendsBecomethego-toplatformforuserstogetreal-timetrendsfromanysocialplatformImages&VideoBecomethego-toplatformforuserstomeasureimages&videoMission2018TomakeThoughtBuzMission2018-StrategyTomakeThoughtBuzzadailyhabitforusersGoMobileGoAlliancesGoLocalIntelligentPlatformDigitalMarketing&SalesEngineGoMAILMobileAlliancesIntelligentLocalMission2018-StrategyTomakeJan2018–ProductFlavoursVideo&ImageAnalyticsMobileappsforiOS&AndroidAbilitytobuyindividualfeaturesAction-basedpricingRegionalRoll-outFY16–China,India,Indonesia&SingaporeFY17–MiddleEast,Malaysia,Japan,Korea,PhilippinesFY18–ANZ,Vietnam,ThailandSME/EnterpriseSplit55%SME45%EnterpriseJan2018–ProductFlavoursVidMission2018-UserAcquisitionRegionTotalUsersFreePremiumEnterpriseIndia290,000269,70017,4002,900China350,000336,00010,5003,500Indonesia110,000106,7002,2001,100Malaysia55,00052,2502,200550Philippines12,00011,640240120Singapore8,0007,520320160Thailand10,0009,8002000Australia60,00054,6004,2001,200Japan35,00032,9001,400700Korea30,00028,800900300Vietnam5,0004,950500MiddleEast80,00075,2004,000800TotalUserBase1,045,000990,06043,61011,33094.7%4.2%1.1%UsersfromEmergingmarkets–87%UsersfromDevelopedmarkets–13%PremiumconversioninEmergingmarkets–4%PremiumconversioninDevelopedmarkets–5%%UserswhouseplatformonMobilemajorly–75%%UserswhouseplatformonWebmajorly–25%Mission2018-UserAcquisitioMission2018-ProductLaunchmobile&tabletappwithnotificationsIncorporatevideo&imageanalyticsIncorporatesocialsalesandtrendsbasedonindustry,location&communityFY15-16ImprovepersonalizationbyincorporatingmoresignalssuchascommunityBuildactionorientedplatform(eg.,pushouttweetsbasedoncertainsocialtrends)AllowuserstopurchasesinglefeaturesratherthanplansLaunchAPIs&SDKstopositionThoughtBuzzasplatformsimilartoSalesforceImproveandprovideaPredictiveAnalyticscapabilityEnterpriseconnectorstoCRMs,otheranalytictoolsFY16-17FY17-18TomakeThoughtBuzzadailyhabitforusersMission2018-ProductFY15-16Jan2018–DigitalMarketing&SalesStructurePerformanceMarketing,Alliances&Organictoaccountfor68%ofnewuseracquisitionsTargetCPAinPerformanceMarketing–8$/userforemergingmarkets&20$/userfordevelopedmarketsTargetCPAforAlliances–2$/userOrganicgrowthtobedrivenbycontentmarketing&brandingTargetMobileAdsCPAfordevelopingmarkets-$3/userforemergingmarkets&$7/userfordevelopedmarketsEvents–5%EDMs–2%AffiliateMarketing–2%MobileAds–20%Referrals–3%PerformanceMarketing–28%Alliances–25%Organic–15%Jan2018–DigitalMarketing&Jan2018–OrgStructure&HeadcountCEO(1)AllianceHead(1)AlliancesSEA&India(4)AlliancesJapan(1)AlliancesKorea(1)CustomerSupportHead(1)SupportTeam–SEA(5)MarketingHead(1)DigitalMarketingTeam(4)OfflineMarketing(2)MobileMarketing(3)ProductHead(1)UXTeam(3)Web+MobileTeam(6)Web+MobileTeamChina(8)COO(1)AlliancesAU&NZ(1)MobileMarketingChina(2)AlliancesChina(3)UXTeamChina(2)DigitalMarketingTeamChina(3)AlliancesMEA(1)SupportTeam–China(3)Jan2018–OrgStructure&HeaJan2018–KeyHighlightsofOrgStructureSeparateteamsforallfunctionsEnterpriseAlliances&AgencyAlliancesseparateChinaOutsourcedteamsforbothChina&outsideCreativeDesignProductlocalizationtobeoutsourcedtoqualifiedtranslationagenciesPlatformLocalizationDependingonmarketsizeanddemandalliancemanagerscanfulfilbothEnterpriseandAgencyalliancesrolesAlliances(SEAsia,India&ME)ProductHeadtobemobileexpertasfocusisonbeingmobilereadyDedicatedUXteamsforbothweb&mobileProductJan2018–KeyHighlightsofOSWOTSWOTStrengthsWeaknessesLocalizationofplatformandbetterpricingEnterprise&FreeproductsdisparateExistingclient-basetotargetMarketingstillbeingoptimizedMobilereadyCPAisstillhighandorganicsignupsverylessTTNecosystemStickinessofusersislowOpportunitiesThreatsLocalizationandmobilefirstanopportunitytoacquireandretainusersClientssignupwithbignameplayerssuchasMicrosoft,IBMetcforsocialanalyticstoconsolidatedataApartfromHootsuitenootherbigplayerintheSMEspaceinSEAsiaHootsuiteoranewplayerincreasesfootprintinAsiathroughlocalizationAlliancepartnersdon’tdeliverthenumbersweexpectSWOTStrengthsWeaknessesLocalizatio15-16Plan15-16Plan15-16KeyObjectivesFreePremiumEnterpriseTotalUserBase60,41658,6032,115268India37,60436,3321,119153China11,14310,84128517Indonesia8,5678,481788Singapore3,1023,0068610LaunchlocalizedplatformsinIndonesia&ChinaReleaseMobileAppforiOS&Android5EnterpriseAlliancesTargetCPA–8$/userLaunchVideo&ImageAnalyticsTargetFreetoPremiumConversion–3.5%15-16KeyObjectivesFreePremiuFY15-16ProductPlanFY15-16ProductPlan15-16ProductPlanCreateSingleplatformforone-clickupgradestoEnterpriseAndroidmobileapp&revampedwebsiteIntegrationofPinterest&LinkedInAutosocialsalesleadsbasedonkeywordsfromTwitterCompleteintegrationofNudgespotforautomatedEDMsFeb–Apr’15iOSappSocialTrends&salesleadsbasedonindustryIntegrateversion1ofimage&videoanalyticstotestinreal-worldImplementplatformwidetrackingofeveryuserclicktobuildmachineintelligenceMay–July’1515-16ProductPlanCreateSingl4015-16ProductPlanLaunchimage&videoanalyticsforentireuserbaseStartworkonPredictiveAnalyticsmoduleBuildplug-insforSalesforce,GoogleAnalytics,SugarCRMEnhancementstoexistingfeaturesAug–Oct’15Userauto-recommendationmodulebasedonindustrybenchmarksExistingfeatureenhancementsStartworkonAPI&SDKfordevelopersNov–Jan’164015-16ProductPlanLaunchima41FY15-16GeographyRoll-out41FY15-16GeographyRoll-out15-16GeographyRoll-outChina–Q1FebIndia–Q1AprilIndonesia–Q3SepProductalreadysoftlaunchedinChinaandhasactiveusersIndialaunchtocoincidewithmobileapplaunchIndonesianlocalizationintesting,betacompleteKeyHighlights15-16GeographyRoll-outChina43FY15-16EmergingMarketsPlan43FY15-16EmergingMarketsPla15-16KeyPillarsofStrategyEmail/DatabaseMarketingEvents/PR/WebsiteAdsMobileAdsPerformanceMarketingContentMarketingBrandingAlliances15-16KeyPillarsofStrategyE15-16KeyPillarsofStrategy–PerformanceMarketingGoogleLocalizedadsforChina&IndonesiaTargetCPA–12$UsetoolssuchasSEMRushtooptimizeDailytrackingandoptimizationbydedicatedteamMobileAdsUsein-appbannernetworksforlowerCPMsTargetCPMvariesduetonostandardad-unitVerticalspecificnetworkstobeusedduringmajorlaunchesSocialTobeusedforbrandawarenessonmobileduetohighCPAsCustomaudiencetargetingonFacebooktoreachcommunitymanagers,socialmediaexecutivesLinkedIn&TwittertobeusedonlyduringmajorcampaignsTousePinterestadsforhighlightingimage&videoanalyticsObjectives–Useracquisition&Brandawareness15-16KeyPillarsofStrategy15-16KeyPillarsofStrategy–ContentMarketingExternalChannelsChannels–Quora,LinkedIn&SlideshareParticipateinanalytics&socialmediafocuseddiscussionsTracksignupsthroughuniqueURLsQuora–30postsLinkedIn–15postsSocialMediacommunitiesReachtargetaudienceofcommunitymanagers,socialmediaexecsChannels–SocialSamosa,Kaskus,Yourstory,e27,TechinAsiaetc.Partnershipforpublishingarticles(freeORpaid)OwnAssetsUseownassetsasanextensionofactivitiesonotherplatformsBloggingakeyKPIforeachteamincludingproductContentcalendartobecreatedforteamObjectives–Brandawareness&ThoughtleadershipSlideshare–eachmemberofmarketing&allianceteamhastomake1deckintheyearAdstoberuninshortburstsTobedrivenbyMarketing&Anshul15-16KeyPillarsofStrategy15-16KeyPillarsofStrategy–BrandingObjectives–Brandawareness&ThoughtleadershipEventsPartnerwithpublisherswhocangiveaccesstomultipleeventsAimistoachievevisibilityDistributebusinesscardsizedcollateraltoattendeesencouragingsignupsAllianceManagerstodrivethisasawarenessofbrandiskeytoformingAlliancesWorkshopsConductworkshopswithpartnerssuchasSocialMetric,SocialSamosa,KompasstoreachouttoagenciesOwnworkshopssmallandtailoredforAlliancepartnerstodriveadoptionTargetis10workshopsfortheyear–Singapore(2),India(4),China(4)AimistoestablishThoughtBuzzasaknowledgesourceforanalytics15-16KeyPillarsofStrategy15-16KeyPillarsofStrategy–BrandingObjectives–Brandawareness&ThoughtleadershipOfflineBrandingTargettorun½orfullpageadsinbusinessdailiesorbusinessmagazinesineachmarket–1percountryTheseadscaneitherbelaunchorientedorchallengeorientedAdvertorialsinindustrymagazinesforourtargetalliancepartnersTobedrivenbyAlliance&Marketingteam15-16KeyPillarsofStrategyAlliancePlanAlliancePlan15-16KeyPillarsofStrategy–AlliancesSMEAgenciesEnterpriseTargetUsersChinaIndiaIndonesiaSingaporeTargetMarketsTelcos&ISPsAgenciesTradebodiesAggregatorsPublishersTrainingOrganizationsGovernmentAgenciesPublicBoardsTargetAlliancePartners15-16KeyPillarsofStrategySMEGrowthinIndia–UntappedOpportunityIndianSMEsectorhasgrownatarateof4.5%forthelast5yearsCloudadoptiontogrowatCAGRof20%between2012and2016accordingtoAssochamEnterpriseapplications,analyticsandmobilesolutionswouldplayanimportantroleinachievinggrowthaccordingtoSAPSMEGrowthinIndia–UntappedKeyPointsforAddressingSMBSegmentKeyPointsforAddressingSMBProductLocalizationNecessaryforgrowinginemergingmarketsClearValueSMEsneedtoseeclearvalueotherwisetheywontuseourplatformCustomizedPricingStrategiesDriveadoptionofsolutionsTraining&SupportKeytomakeSMEclientsbecomeactiveusersKeyPointsforAddressingSMBStrategy/GTMforTelcosTargetSMEclientsoftelcosbasedonsocialmediamaturityRevenuesharemodelbasedonpaidsubscribersTrainingofsalesforce&jointmarketingthroughcollateralsBilling&systemintegrationkeyPositiontelcosasvalue-addproviderstoSMEsOpenupanewrevenuestreamfortelcosPossibilityofAdditionaldatarevenueStrategy/GTMforTelcosTargeStrategy/GTMforAggregatorsTargetSMEclientsofaggregatorsbasedonsocialmediaactivitySystemintegrationkeyforfriction-lesssignupsforSMEsProvidetrends&automatedsalesleadsbasedonindustry&locationTrainsalesforcetobeabletoenableSMEstosignupPositionaggregatorsasvalue-addproviderstoSMEsOpenupanewrevenuestreamSMEsbecomestickyclientsofaggregatorStrategy/GTMforAggregatorsStrategy/GTMforOtherPartnersDrivenbyOutboundsalesIdentifyvaluepropositionforeachpartnerFreetrialPremiumaccountstoagenciesStrategy/GTMforOtherPartnIndonesiaSMESectorCloseto56millionSMEsITspendingabout$9billionin2014withlessthan1%towardsanalyticsorBIM&E,BFSI&ManufacturingtopsectorsforITspendingSource:TheJakartaPostCloseto56millionSMEsIndonesiaSMESectorCloseto5Strategy/GTMforIndonesiaSectorswhichspendthemostonITAgencies,communitymanagersTargetAudienceStrategy/GTMforIndonesiaSect15-16KeyPillarsofStrategy–KeyTrendsforMobileMarketingMobilerepresents35%ofTOTALDAILYMEDIAconsumption85%ofmobileusersare“visuallyengaged”withnativeadspresentedinthestreamofcontent15-16KeyPillarsofStrategy15-16KeyPillarsofStrategy–KeyTrendsforMobileMarketing15-16KeyPillarsofStrategy15-16KeyPillarsofStrategy–KeyTrendsforMobileMarketingContenthastobeshare-worthyInsightfulmessagingwhichresonateswithconsumersClearvalueproposition15-16KeyPillarsofStrategy15-16KeyPillarsofStrategy–MobileAdsCPMComparisonIndia300x2506,696,774$0.58320x50245,434,851$0.26480x320488,501$0.17216x3655,911,130$0.17320x48014,642,069$0.14300x505,816,984$0.12120x2030,734,505$0.07168x287,772,393$0.07Indonesia300x501,289,748$0.38168x283,061,861$0.38300x2501,795,662$0.35320x5060,764,425$0.13320x4802,302,029$0.13216x3612,676,741$0.07480x320482,636$0.03USA320x4808,242,756$2.97300x25034,985,519$0.67216x36679,365$0.51320x50413,835,746$0.29320x48317,058$0.28300x506,352,202$0.20768x1024493,119$0.15728x9020,012,614$0.121024x768544,902$0.04Singapore320x508,165,090$0.19300x5057,576$0.07216x3665,148$0.05300x250974,932—728x90967,564—320x480297,224—15-16KeyPillarsofStrategyFY15-16DevelopedMarketsPlan(USA&Singapore)FY15-16DevelopedMarketsPlan15-16KeyPillarsofStrategyEmail/Database&MarketingContentMarketingContextual&PredictiveAnalyticsPerformanceMarketingWebsiteAdsEvents/Tradeshows15-16KeyPillarsofStrategyE15-16KeyPillarsofStrategy–Email/DatabaseMarketingObjectivesBrandAwareness&UseracquisitionUsecustomdatabasestotargetspecificcities,companiesSendcustomisedEDMsAlreadytryingoutwithLead411InfluencerMarketingWorkwithinfluencernetworkssuchasTapInfluencetoincreasevisibilityandawarenessNeedtomonitorreachandawarenessforROI15-16KeyPillarsofStrategy15-16KeyPillarsofStrategy–WebsiteMarketingObjectivesBrandAwareness&UseracquisitionTargetlistofsocialmediafocusedwebsitesRunadsforlimitedperiodSponsorarticlesorpublishcontentRunemailcampaignsfortheiraudience15-16KeyPillarsofStrategy15-16MarketingPlan–SingaporeFocusonacquiringusersthroughown/partnereventsratherthanPPCduetohighCPAsPartnerwitheventssuchasWebWednesday,MobileMonday&SOLOMOtodriveadoptionandawarenessBusiness-cardsizedcollateraltobedevelopedasgive-awaysforeventsandmeetingsOrganizeworkshopsthroughpartnerssuchasHappyMarketer,Socialmetric,Econsultancy15-16MarketingPlan–SingapoFY15-16UserAcquisitionFY15-16UserAcquisitionMonthlyUserAcquisitionTargetsFeb-15Mar-15Apr-15May-15Jun-15Jul-15Aug-15Sep-15Oct-15Nov-15Dec-15Jan-16TotalUserBase60,4161,8914,5677,88110,95714,64019,39723,97130,23137,42444,88752,86560,416India37,6047101,5703,0304,6886,4309,29912,32816,30821,14826,69132,23437,604China11,1439512,4573,7814,6565,9987,0267,5788,6309,3999,71910,56311,143Indonesia8,567140330