1) Introduction 2
1)Introduction
2
Problem
• Legacyqueuing systemisinefficient•Averagewaitingtime=39.47minutes
(Madadi etal.,2013) 3
Productoverview
•Collaborationwithbanks•ForPCandmobiledeviceuser•Queuingdoneremotely•Allowdestinationandrouteplanning•Allowproductivitymeasurement
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FlowChart
ChooseBank ChooseLocation ChooseService ChooseTime
CurrentNumberConfirmBookingSecondConfirmationNumberTicketGiven5
Vision
Tobetheleaderinmobileintegratedqueuemanagementsystem.
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Mission
Topartnerwith292branchesof3banks(Maybank,CIMB,PublicBank)withinoneyear.
Toacquire124,830 usersfortheservicewithinoneyear.
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Objectives
01 Tocreateawareness
02 Toreachmarket
03 Topreparebudgetplan
04 Tomeasuretheoutcome
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MarketSegmentation
&CompetitorAnalysis
2)
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B2B& B2CTargetMarket
WorkingClassConverttoFastQ AppUser
MalaysianBanksIntegrationofFastQ systemonFrontDeskCustomerServices Branches of premium Bank in Malaysia
974
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13.9MillionWorking Adult in Malaysia
AppUserMarketSegment
Segment Base Youth YoungWorking Adults SeniorWorkingAdultsDemographic 14– 24
Students,Part-Timers25– 55
Self-employed,Full-Timers,Professional
Above 55Self-employed,Full-Timers,
Professional
Geographic CapitalandRegionalCities
SocialCultural Kids,Studying,TightSchedules
TightSchedules,FreshGradsSingle, Couples,Married
HealthIssues,Single,Couples,Married
Psychographic Techno Savvy,Leisure,FastMoving
Fast-Moving,Convenient Comfort, Convenient
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MarketTrend
BankingIndustryToughcompetition,increasinglyservicedependent
Newandfastgrowing80%populationsmartphoneuserandgrowing
2014=>2016RM97mil=>RM274mil
182% growthin2years
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RM1.8 Bil0.12%forGDPMalaysiayear2015(Wastedproductivityonwaiting)
MobileApp
Competitors GeneralComparison
Form Mobile Applications andComputerSoftware
MobileApplications,SoftwareandHardware
ComputerSoftwareandHardware
Pricing Business From 999/Month* - FromRM20,000*Consumer FreeorOptional Upgrade
forRM4toremoveADsFreetoUse FreetoUse
MobileIntegration YES YES NO
Compatibility Universal Universal Standalone
MobilePlatform WindowsStore,GooglePlayStoreandApple
AppStore
GooglePlay StoreandAppleAppStore
-
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Competitors FeatureComparison
Mobile Booking YES YES NO
TimeEstimation YES YES NO
CustomerFeedback YES YES Limited
Cancelation YES YES NO
Branch Recommendation YES NO NO
RoutePlanning YES NO NO
Security Alert YES NO NO
Advertising Function YES NO NO
ProductivityFunction YES NO NO
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SWOTAnalysis
Weaknesses-Limitedtosmartphone
users-Internetreliance
Opportunities-Adoptionofinternetandsmartphones-Nomarketleader
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Threats-Unestablishedbrand-Challengelegacy
system
Strengths-Mobileintegrated
-Improveserviceefficiency-Savetime
PPolitics
EEconomics
SSocial
EEnvironment
TTechnology
LLegal
Focusonregulationofgovernment
MalaysiaGDPisincreasing
Lifestyleofnewgeneration
Developmentofmobiletechnology
Growthrateofmobileapps
users
Bankingregulationact,eg,security.
PESTELAnalysis
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3)MarketingStrategies
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Placement
1. AppsStore• Threemaintypesofstores(iOS,Android&Window)
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19
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Placement2. Websites• Toprovideadditionalchoicesforthecustomer• Tosatisfythedemandofdesktoporlaptopuser• Advantages:
i. Immediacy(availableinstantly)ii. Compatibilityacrossdevicesiii. upgradability(updatedinstantly)
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Promotion
1. SocialMedia• Advertisethroughsocialmedia• Socialmediagrowthdrastically• Bestwaytoconnectwithpeople
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24
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Promotion2. Blogger•Potentialinfluence tobusiness•Writingreviewtoevaluateservice•Cheapestadvertisement rate
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Promotion
3. Participateinroadshowandevents• Bringtheserviceneartoconsumers• Enhanceselfexperience• Gaintrustfromconsumer• Improvingtheservicedevelopment
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Promotion
4. DigitalSignage• Digitalscreenadvertisement• Grabsattention• Influencepurchasingdecision
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Promotion5. On-screenadvertisementincinema• Short-clipadvertisement• Implementfirstimpression• Gaininterestfromconsumer
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Penetrationpricingi.Lowpricepositionii.Attractconsumerattentioniii.Supportnewlaunchproductorservice
Psychologicalpricingi.RM999(~1000)ii.Stillconsideredunder1kiii.DifferenceofRM1
Optionalpricingi.Subscriptionincentiveii.Freebiesiii.Generateextrarevenuefromadd-onsservice
Promotionalpricingi.Attractcustomersii.Increasesalesvolume
PricingStrategy
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Basic Plan PremiumPlan
RM999*Subscriptionfeepermonth
RM1299*Subscriptionfeepermonth
FREE500*Tickets
FREE
1500*Tickets
MaxUp
10cent
perticket
MaxUp
5cent
per ticket36
4)FinancialPlan&Projection
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BusinessModel
SubscriptionsRM999/monthRM1299/month
Ad-freeAppRM4toupgrade
In-appAds*RM10
*AverageeCPM inMalaysia
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Revenue Expenses
Subscriptions
In-appadvertisement
Ad-freeapp
Appdevelopment
Marketing
Salary(non-developers)
Miscellaneous
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SourcesofFunding
Bootstrapping SeedFunding SeriesFunding Bankloan
Amount RM35K RM250K-RM350K RM800K-RM1mil -
Period 1st month 2nd – 6th month 7th – 12th month -
Channel Personalsaving AngelInvestor,InvestmentFirm Venture CapitalFirm -
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FinancialTimeline
Testing Scaling
3 12
Phase2Partnershipwith
30%oftotalbranches
months1
Phase3Partnershipwith
70%oftotalbranches
18 24
Phase4Penetrateintoothersectors
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Phase1
1 3 5 20 30 50 70100
140180
230292
350400
460
530
600
680
0
100
200
300
400
500
600
700
800
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Bran
ches
Month
Numberofpartneredbranches
Phase1 Phase2 Phase3
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30% 70%
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
RM
Month
PaybackPeriodAnalysis
CulmulativeRevenue CulmulativeExpenses
Breakevenat15th month
At18th month680 partners290,501 appusersRM1,269,624totalprofits
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ScenarioAnalysis
Worst Normal Best
1st ScalingPhaseBanksAcquisition
20% 30% 50%
2nd ScalingPhaseBanksAcquisition
50% 70% 90%
TotalPartneredBanks 474 680 877
TotalAppUsers 208,050 290,501 374,661
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WorstCaseRM555,571
NormalCaseRM1,269,624
BestCaseRM2,757,786
-1,000,000
-500,000
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
RM
Month
PaybackPeriodAnalysis
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5)ControlsandBackup
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Controls
•Measurethenumberofcustomerusedtheapp• Determinethesatisfactionofcustomertowardstheapp•Measuretheperformanceoftheapp’ssystem
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ContingencyPlan
• Informationsecurity• Contentfiltering,dataencryption&firewalls• Securitybreach• Systemconfigurationbackup&customerdatabackup
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Conclusion
1. Introducinganewserviceintotheexistingmarketisnotaneasytask.
2. DetailedmarketingplanmustbeconceivedinorderforustosuccessfullylaunchFastQ™ intotheexistingmarket.
3. Continuousreviewandimprovementoftheexistingmarketingplanisnecessary• togainstablefootinginthemarket• toovercomeanypotentialobstaclethatmayemergeinthefuture.
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Thankyou!
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