MKT & COMM | SmartPay| Marketing plan for merchants

SMARTPAY MARKETING MERCHANT EXECUTION PLAN 2018 & DIRECTION FOR 2019 20TH, JULY 2018

Table of Contents.

Merchant Persona Insight & Approach Marketing Roadmap 2018 Campaign Focused 2019 Direction Appendix Action Steps

Merchant Segments.

MERCHANT SEGMENT DEFINITION SEGMENT

KEY DEALERS

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Big group of retailers Example - Vien Thong A - Then How - Dien May Cho Lon

DESCRIPTION

MARKETING FOCUS

STORES / RETAILERS

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Own accounting system Own company license Leverage on distribution network of big corporates Series of branches Example - The Coffee House - Vinamilk stores - Nestle stores

MICRO MERCHANT

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Owned by family or individuals No accounting system Up to 3 branches Example - Take away coffee shop - Grocery shop

ONLINE MERCHANTS

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Full-time merchants who are active on e-commerce platforms Part-time sellers who have online business as a side job

Insights & Approach.

APPROACHING MERCHANT WITH CUSTOMIZED OFFERINGS SEGGMENT

STORES / RETAILERS Motivation - Efficient promotion to local customers - Optimal budget for marketing - Receive, collect & showcase positive customer's feedback as quality proof

PAIN POINT & MOTIVATION

CUSTOMIZED OFFERING

Pain points - Membership / management fee

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Free of charge in the first year Display advertising Location-based marketing tool Local ranking system

MICRO MERCHANT Motivation - Increase both traffic and frequency of local customers on daily basis - Free & effective budget for marketing - Receive, collect & showcase positive customer's feedback as quality proof Pain points - Membership / management fee - Lack of effective financial management knowledge and tool - Time-consuming for money changes - Risk of revenue loss, especially when owners are away from their shops - Very low or zero budget for marketing

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Free of charge in the first year Insightful financial reports Quick payment tool Display advertising Location-based marketing tool Local ranking system

ONLINE MERCHANTS Motivation - Efficient promotion to local customers - Optimal budget for marketing - Receive, collect & showcase positive customer's feedback as quality proof Pain points - Membership / Service fee - Lack of big budget on run online ads - Extra fee to open & maintain bank accounts for transactions with customers

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Free of charge in the first year Quick payment tool without extra fee Display advertising Local ranking system

Marketing RoadMap.

2018 CAMPAIGN ROADMAP CAMPAIGN #1- PROMOTE LOCAL RANKING CAMPAIGN #2 - PROMOTE LOCATION BASED MARKETING TOOL CAMPAIGN #3- PROMOTE DISPAY ADVERTISING CAMPAIGN #4- PROMOTE FINANCE MANAGEMENT TOOL CREATED BY ALEPH LABS /

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

APPROACHING MERCHANT WITH CUSTOMIZED OFFERINGS SEGGMENT

STORES / RETAILERS Motivation - Efficient promotion to local customers - Optimal budget for marketing - Receive, collect & showcase positive customer's feedback as quality proof

PAIN POINT & MOTIVATION

MARKETING ACTIVITY

Pain points - Membership / management fee

-

Promote Location-based Marketing Tool Promote Display Advertising Promote Local Ranking

MICRO MERCHANT Motivation - Increase both traffic and frequency of local customers on daily basis - Free & effective budget for marketing - Receive, collect & showcase positive customer's feedback as quality proof Pain points - Membership / management fee - Lack of effective financial management knowledge and tool - Time-consuming for money changes - Risk of revenue loss, especially when owners are away from their shops - Very low or zero budget for marketing

-

Promote Finance Management Tool Promote Location-based Marketing Tool Promote Display Advertising Promote Local Ranking

ONLINE MERCHANTS Motivation - Efficient promotion to local customers - Optimal budget for marketing - Receive, collect & showcase positive customer's feedback as quality proof Pain points - Membership / Service fee - Lack of big budget on run online ads - Extra fee to open & maintain bank accounts for transactions with customers

-

Promote Finance Management Tool Promote Display Advertising Promote Local Ranking

2019 MARKETING ACTIVITY DIRECTION

CONTINUE RECRUITING MICRO MERCHANT BY DIRECT SALE AGENTS ACQUIRE BIG NUMBERS OF STORE MERCHANTS

BY PARTNERSHIPS WITH MERCHANT PROVIDER SERVICE CREATED

BY ALEPH LABS / BRAND AWARENESS/ ENGAGEMENT & LOYALTY

Q1

Q2

Q3

Q4

SALES SCHEME Sales scheme for SmartNet & FEC • Based on referral system • Commission fee 100k/ PI • Monthly best sales (SN 4mil FEC 3.5mil) • Campaign Champion Grand Prize (40mil) FEC Collector • Commission fee 15k/ PI FEC Direct Marketing • Special offer for active + 1 time bucket declined customer through email/ SMS/ Direct Mail Sign up offer 40K

2018 Campaign Focused.

Campaign #1.1 Promote Local Ranking

1. OVERVIEW DURATION

15/09 - 31/12 (3.5 months)

FOCUSED TARGET

All types of merchants

LOCATION

Nationwide Boost numbers of registration & transaction

OBJECTIVE BENEFITS FOR MERCHANTS

Merchants mainly rely on Word of Mouth without an effective system to showcase their quality or good feedback - Platinum badge - Shopping voucher within SmartPay ecosystem worth 1,500,0000 VND within 3 months - 1 month promotion on top banner of SmartPay community - Diamond badge - Shopping voucher within SmartPay ecosystem worth 1,000,0000 VND within 2 months - Gold badge - Shopping voucher within SmartPay ecosystem worth 500,0000 VND within 1 month

TERM & CONDITION

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Merchants have run their businesses at least 6 months Merchants must complete KYC Smart (ID, selfie) to join this activity

HOW TO SUSTAIN A SMALL ECOSYSTEM WITH PI

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Platinum badge: receive 5 star votes from at least 30 PIs each month Diamond badge: receive 5 star votes from at least 20 PIs each month Gold badge: receive 5 star votes from at least 10 PIs each month

TACTICS & CHANNELS

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Store: Badge stickers Micro-merchant: Badge stickers Online merchant: Badge icon on social network

2. FLOW

DISCOVER, DOWNLOAD & REGISTER SMARTPAY WITH HELP FROM Direct Sale Agents

RECEIVE NOTIFICATION WELCOME ON-BOARD

PERSONAL INFORMATION VERIFICATION (ID & SELFIE)

SIGN e-CONTRACT

SET UP STORE

GET 5 STAR VOTES FROM PIs

RECEIVE BADGES & SHOPPING VOUCHERS

Campaign #1.2 Promote Location-based Marketing Tool

DRIVE TRAFFIC & BOOST SALE TO LOCAL CUSTOMERS Free membership in 1 year Customized marketing message

1. OVERVIEW DURATION

01/10 - 31/12 (3 months)

FOCUSED TARGET

Store / Retailer Micro merchants

FOCUSED LOCATIONS

Ho Chi Minh Can Tho Danang Hanoi Boost numbers of registration & transaction

OBJECTIVE

TERM & CONDITION HOW TO SUSTAIN A SMALL ECOSYSTEM WITH -

Merchants have run their businesses at least 6 months Merchants must complete KYC Smart (ID, selfie) to join this activity Merchants agree to offer shopping vouchers within SP ecosystem PIs receive nearby deals for convenience PIs use shopping vouchers offered by local merchants

PI TACTICS & CHANNELS

Direct Sale Agents help to download, register and complete KYC Smart offline right at the stores/shops

BENEFITS FOR MERCHANTS

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Free membership in 1 year Spread customized marketing messages directly to PIs in the local neighborhood

2. FLOW

DISCOVER, DOWNLOAD & REGISTER SMARTPAY WITH HELP FROM Direct Sale Agents

RECEIVE NOTIFICATION WELCOME ON-BOARD

KYC SMART (ID & SELFIE)

SIGN e-CONTRACT

SET UP STORE ON SMARTPAY

PROVIDE INFORMATION FOR PUSH RICH NOTIFICATION

START LOCATION-BASED MARKETING CAMPAIGN

Campaign #1.3 Promote Display Advertising

OPTIMAL DISPLAY ADS Low cost Effective visibility

1. OVERVIEW

DURATION

01/10 - 31/12 (3 months)

FOCUSED TARGET

All types of merchants

FOCUSED LOCATION

Nationwide Increase numbers of registrations and transactions

OBJECTIVE BENEFITS FOR MERCHANTS

-

HOW TO SUSTAIN A SMALL ECOSYSTEM WITH TERMS & CONDITIONS

PI TACTICS & CHANNELS

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Saving cost of running online by direct promotion on SP community page with accurate targeting Cost of display ads on SP community page can be charged via direct deduction on PI’s bills Flexible packages of visibility (position, format, frequency) Merchants must complete KYC Smartest PIs can choose to keep receiving notification from their favorite merchants PIs can vote 5 stars for merchants to increase their local ranking Direct Sale Agents help to download, register and complete KYC Smart Merchants subscribe for ads packages via a short form on SP application when pushing button “Promote”

2. FLOW

DISCOVER, DOWNLOAD & REGISTER SMARTPAY WITH HELP FROM Direct Sale Agents

RECEIVE NOTIFICATION WELCOME ON-BOARD

KYC SMART (ID, SELFIE, )

SIGN e-CONTRACT

SET UP STORE

SUBSCRIBE ADS PACKAGE (Position, Format, Frequency)

START DISPLAY ADVERTISING CAMPAIGN

Campaign #1.4 Promote Finance Management Tool

MANAGE MONEY BETTER, BUSINESS GROW BIGGER Quick payment tool without hidden fee Insightful reports

1. OVERVIEW DURATION

01/10 - 31/12 (3 months)

FOCUSED TARGET

Micro-merchants Online merchants

FOCUSED LOCATION

Nationwide

OBJECTIVE

Increase transaction on SP ecosystem

BENEFITS FOR MERCHANTS

-

TERMS & CONDITIONS

- Merchants must complete KYC Smart (ID, selfie)

HOW TO SUSTAIN A SMALL ECOSYSTEM WITH PI

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PIs feel satisfied when they can pay fast, safe and no worries of bargains or money changes PIs and merchants invite each other to use SP and receive shopping vouchers in the ecosystem

TACTICS & CHANNELS

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Utilize mini-activations near manufacturers and universities Direct Sale Agents recruit & guide merchants to register immediately

Quick and convenient payment tools (QR code, P2P transfer) No hidden fee Control money easily and effectively with insightful reports Receive personalized tips to manage finance better

2. FLOW

REFERRALS WITH PI TO RECEIVE SHOPPING VOUCHERS

DISCOVER, DOWNLOAD & REGISTER SMARTPAY WITH HELP FROM Direct Sale Agents

RECEIVE NOTIFICATION WELCOME ON-BOARD

KYC SMART (ID, SELFIE, )

SIGN e-CONTRACT

SET UP STATIC QR CODES

RECEIVE INSIGHTFUL REPORTS WITH PERSONALIZED TIPS

2018 Activity Focused.

Direct Point Of Sales

1. OVERVIEW DURATION

TARGET AUDIENCE

LOCATION OBJECTIVE SALE SCHEME

PROGRAM & TIMING

Mid September until Dec 2018 - Early Bird Offer - Promote Instant Loan & Repayment - Promote Local Ecosystem - Promote Location-based Tool - POS CC - DSA - SN Kiosk FEC/ SN sale teams nation wide - Empower & motivate our sale force to approach potential users more effectively with referral program

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Based on referral system Commission fee 100k/ merchant Monthly best sales (SN 4mil FEC 3.5mil) Campaign Champion Grand Prize (40mil) Program: - FEC sale team: cross- sale about SP when users apply for loans with 10K commission - SN sale team: directly sale about SP

Website

1. OVERVIEW DURATION

TARGET AUDIENCE

From: 1 Sep 2018 - Landing page: (2 weeks before launch) - Full website: from Sep 18 All users

LOCATION

Nationwide

OBJECTIVE

-

Landing page: Teasing & introducing about SmartPay Website: Fully introducing SmartPay and its services + promoting all on going promotion

PROMOTION SCHEME

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Promote Local Ranking Promote Location Based Marketing Tool Promote Display Advertising Promote Finance Management Tool Starting 2 weeks before launch and on going Content to be updated to align with products/ services and on going campaigns

PROGRAM & TIMING

2. FLOW - PROMOTE LOCAL RANKING

DISCOVER, DOWNLOAD & REGISTER SMARTPAY WITH HELP FROM Direct Sale Agents

RECEIVE NOTIFICATION WELCOME ON-BOARD

PERSONAL INFORMATION VERIFICATION (ID & SELFIE)

SIGN e-CONTRACT

SET UP STORE

GET 5 STAR VOTES FROM PIs

RECEIVE BADGES & SHOPPING VOUCHERS

2. FLOW - PROMOTE LOCATION BASED MARKETING TOOL

DISCOVER, DOWNLOAD & REGISTER SMARTPAY WITH HELP FROM Direct Sale Agents

RECEIVE NOTIFICATION WELCOME ON-BOARD

KYC SMART (ID & SELFIE)

SIGN e-CONTRACT

SET UP STORE ON SMARTPAY

PROVIDE INFORMATION FOR PUSH RICH NOTIFICATION

START LOCATION-BASED MARKETING CAMPAIGN

2. FLOW - PROMOTE DISPLAY ADVERTISING

DISCOVER, DOWNLOAD & REGISTER SMARTPAY WITH HELP FROM Direct Sale Agents

RECEIVE NOTIFICATION WELCOME ON-BOARD

KYC SMART (ID, SELFIE, )

SIGN e-CONTRACT

SET UP STORE

SUBSCRIBE ADS PACKAGE (Position, Format, Frequency)

START DISPLAY ADVERTISING CAMPAIGN

2. FLOW - PROMOTE FINANCE MANAGEMENT TOOL

REFERRALS WITH PI TO RECEIVE SHOPPING VOUCHERS

DISCOVER, DOWNLOAD & REGISTER SMARTPAY WITH HELP FROM Direct Sale Agents

RECEIVE NOTIFICATION WELCOME ON-BOARD

KYC SMART (ID, SELFIE, )

SIGN e-CONTRACT

SET UP STATIC QR CODES

RECEIVE INSIGHTFUL REPORTS WITH PERSONALIZED TIPS

Merchant Appraisal

1. OVERVIEW DURATION

01/10 - 31/12 (3 months)

TARGET AUDIENCE

-

LOCATION

Nationwide

OBJECTIVE PROMOTION SCHEME

-

PROGRAM & TIMING

1/ Program: - Platinum badge - Shopping voucher worth 1,500,0000 VND within 3 months - 1 month promotion on top banner of SmartPay community - Diamond badge - Shopping voucher worth 1,000,0000 VND within 2 months - Gold badge - Shopping voucher worth 500,0000 VND within 1 month

All kinds of merchants

Empower & motivate merchants with helpful resources & local connections Recognize best merchants via physical signals as stickers and icons

2/ Timing - On monthly basis for voting & rewarding

Push Rich Notification

1. OVERVIEW DURATION TARGET AUDIENCE LOCATION

OBJECTIVE PROMOTION SCHEME PROGRAM & TIMING

01/10 - 31/12 (3 months) Store Online merchants Ho Chi Minh Can Tho Danang Hanoi Boost numbers of registration & transaction Exact targeting to boost sales fast & furious 1/ Program: - Send push rich notification to PIs in specific local areas at golden spending moments 2/ Timing - On weekly basis

Display Ads Package

1. OVERVIEW DURATION TARGET AUDIENCE LOCATION OBJECTIVE PROMOTION SCHEME

PROGRAM & TIMING

01/10 - 31/12 (3 months) All types of merchants Nationwide

-

Boost numbers of registration & transaction from merchants Nurture small ecosystems Advanced package - Top banner on shopping tab - Duration 1 month - Accelerating package - Pinned banner on Special Deals area - Duration 2 weeks - Regular package - Featured in first 3 spot on Daily Recommend area - Duration 3 days 1/ Program: - Merchants subscribe to different ads packages - PIs get relevant offerings (location-based) 2/ Timing: 01/10 - 31/12 (3 months)

Appendix Extra Activities

Campaign Promote Sign Up

EARLY BIRD OFFER 20 first early merchants gain 1st gift 20 next early merchant gain 2nd gift 20 next early merchant gain 3rd gift SIGN UP GIFT 500,000 VND Shopping Voucher within SmartPay ecosystem

1. OVERVIEW DURATION

01/09 - 31/12 (4 months) - Early Bird Offer: 2 weeks (01/09 - 15/09) - Sign Up Gift (16/09 - 31/12)

FOCUSED TARGET

All types of merchants

FOCUSED LOCATION

Nationwide

OBJECTIVE

Boost numbers of registration

BENEFITS FOR MERCHANTS

EARLY BIRD OFFER (only in 2 weeks from 01/9 - 15/09) - 20 first early merchants gain 1st gift - 20 next early merchant gain 2nd gift - 20 next early merchant 3rd gift SIGN UP INCENTIVE (from 16/09 until 31/12) - 500,000 VND Shopping Voucher within SmartPay ecosystem

TERMS & CONDITIONS

- To get their gifts, merchants must complete KYC Smart (ID, selfie)

HOW TO SUSTAIN A SMALL ECOSYSTEM WITH PI

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Partnerships with organizers of well-known flea markets and managers of local wet markets Partnerships with manufacturers and universities

TACTICS & CHANNELS

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Store: Sales agents guide KYC Smartest right at their stores Micro-merchant: Sales agents guide KYC Smart right at their stalls Online merchant: Sales agent guide KYC Smart through images & short clips

2. FLOW

DISCOVER SMARTPAY TROUGH Direct Point of Sales OR Direct Sale Agents

VISIT APP STORE LANDING PAGE

DOWNLOAD & INSTALL APP

PHONE NUMBER REGISTRATION

KYC SMART (ID, SELFIE, )

GAIN GIFT OR SHOPPING VOUCHER

Campaign Promote Instant Loan & Repayment

GROW BUSINESS WITH SMARTPAY ECOSYSTEM GRAB 4 IN 1 COMBO: + INSTANT LOAN 2 MILLIONS +FREE ADVERTISING + BUSINESS CONSULTANCY + SAVE MORE BY REPAYMENT WITH CASH BACK

1. OVERVIEW

DURATION

15/09 - 31/12 (3.5 months)

FOCUSED TARGET

All types of merchants

FOCUSED LOCATION

Nationwide

OBJECTIVE

Boost applying for loans & repayment with cash back

BENEFITS FOR MERCHANTS

Merchants who really want to expand business but still lack of money - Receive instant loans up to 2 millions within 48 hours - Each month first 20 merchants will get a “guru" consultancy session from a successful merchant within the same industry - Each month first 20 merchants will get 2 month promotion on top banner of SmartPay community page to boost sales

TERM & CONDITION

-

Merchants have run their businesses at least 6 months Merchants must complete KYC Smartest (ID, selfie, link bank, link social network) to join this activity

-

To get the prize of personal consultancy session and 1 month promotion on top banner, merchants must be nominated / endorsed by at least 5 PIs in local areas PIs can contribute good ideas for merchant

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Store: Sales agents guide KYC Smartest right at their stores Micro-merchant: Sales agents guide KYC Smartest right at their stalls Online merchant: Sales agent guide through images & short clips

HOW TO SUSTAIN A SMALL ECOSYSTEM WITH PI

TACTICS & CHANNELS

2. FLOW

DISCOVER & REGISTER WITH SUPPORT FROM SALE AGENTS

RECEIVE NOTIFICATION WELCOME ON-BOARD

KYC SMARTEST (ID, SELFIE, LINK BANK ACCOUNT)

SIGN e-CONTRACT

SET UP STORE

MOST ACTIVE MERCHANTS (revenue, transaction, referral)

GET PROMOTION ON TOP BANNER & “GURU" CONSULTANCY SESSION

UYEN NGUYEN

AN NGUYEN

ERIK POSTHUMA

MANAGING DIRECTOR

STRATEGY CONTENT MANAGER

CGO

e: uyen.nguyen@aleph-labs.com

e: an.nguyen@aleph-labs.com

e: erik@aleph-labs.com

www.aleph-labs.com