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CREATING AN UNSTOPPABLE STARTER KIT


THE QUANTITY OF IMPRES IMPORTANT THAN THE QUA MADE. JUST GETTING A ST DISTRIBUTORS IS NOT ENO THEM WITH THE AMWAY B THE TOOLS THEY NEED TO EDUCATE AND INSPIRE TH FOLLOWS IS INFORMATION STARTER KITS AROUND TH


SSIONS MADE IS FAR LESS ALITY OF IMPRESSIONS TARTER KIT IN FRONT OF OUGH. IT MUST ENGAGE BRAND, EQUIP THEM WITH O SELL AND, ULTIMATELY, HEM TO SUCCEED. WHAT N AND INSPIRATION FROM HE WORLD. TOOLS, TIPS, AND TACTICS TO HELP YOU IMPROVE YOUR STARTER KITS AND INCREASE DISTRIBUTOR SUCCESS RATES.

SECTION 1

Reasons for building a better Starter Kit.

SECTION 2

Guidelines and suggestions for creating a better Starter Kit.

SECTION 3

Starter Kits from around the world.


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THIS IS THE NUMBER OF DISTRIBUTORS, A WHO COULD BE SUCCESSFULLY ENGAGED AN UNSTOPPABLE STARTER KIT.

FORTUNATELY, IMPROVING YOUR STARTER KIT CAN EXPONENTIALLY INCREASE INDIVIDUAL ENGAGEMENT RATES AND THE OVERALL NUMBER OF SUCCESSFUL DISTRIBUTORS. Starter Kits are the first critical step in a new Distributor’s journey. Help new Distributors understand and embrace the Amway business principles, the Amway philosophy, Amway products, and the unlimited potential of the Amway Opportunity and you will help them engage and, ultimately, succeed.

* Source: Strategic Scorecard, Customer Analytics, the number of non-engaged Distributors after 90 days. ** Statistics are based on review of 14 Amway Starter Kits. Specific kit details are included in the matrix at the end of this guide.

For Internal Use Only

AMWAY STARTER KIT STATISTICS FROM AROUND THE WORLD**

57 50 %

Only 57% provide training.

%

Only 50% describe how to make money right away.


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ANNUALLY, BY

7 42 64 %

Only 7% help Distributors calculate their earning potential with an income simulator.

%

Only 42% require sponsors to go through the kit with the new Distributor face to face.

%

Only 64% include helpful selling tools or tips.

3.1 1.

55%

Some Distributors wait 10 long days to receive their Starter Kit after sign up.

3,100,000 individual Starter Kits were sold during one year in China.

1.55 is the percent of macro sales that Starter Kit sales represent globally.


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INCREASING NEW DISTRIB ENGAGEMENT INCREASES OVERALL SALES. Because the Starter Kit is Amway’s first opportunity to captivate, educate, and motivate Distributors, it plays a key role in extending the lifecycle of individual Distributors and, ultimately, increasing the overall sales of Amway.

AMWAY STARTER KIT STATISTICS FROM AROUND THE WORLD.

35 0 %

In most affiliates, Distributors have 12 months to return a Starter Kit for a full refund.

35% include goal-setting information.

%

0% offer a completely digital (paperless) or mobile Starter Kit option.

AWARE

PROSPECT CONSIDER

Prior exposure to and awareness of Amway.

Being prospected and experiencing a sales pitch.

Deciding if the opportunity is right.


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BUTOR S

R SIGN-UP Sign up as a new Distributor.

PURCHASE LEARN

SELL

SPONSOR

GROW

Distributor makes first product purchase.

Distributor starts selling products to customers.

Distributor sponsors others.

Continued effort means continued success.

Distributor learns about Amway and its products.

THE PIVOTAL POINT AT WHICH STARTER KITS ENTER THE DISTRIBUTOR JOURNEY.


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WHAT MAKES A GREAT STARTER KIT? After extensive analysis of Starter Kits from around the world, and interviews with global affiliates and Distributors, we created what we consider the “must haves” to create a great Starter Kit and compiled a global checklist of “what’s working” for affiliates across the globe.

INFORMATION IS LOGICALLY ORGANIZED AND EASY TO FIND

Starter Kit materials are downloadable on the Internet after sign-up

INSTILLS CONFIDENCE IN AMWAY

Amway is a company you can trust Amway offers products people need and Distributors can sell Amway has a presence in 80 countries and territories Amway helps Distributors meet their personal goals Defines Amway’s competitive edge Demonstrates how new Distributors can make money selling products Features products and brands Amway sells Features values Amway represents

ESTABLISHES FEEDBACK CHANNEL AND RELATIONSHIP WITH COMPANY

PROMOTES NEW DISTRIBUTOR ACTIVATION

Shows how to make money (simply) Promotes first order placement Makes it easy to locate Amway products Gives Distributors an action-oriented path to a fast start Helps Distributors set goals Helps Distributors identify their business intent Directs Distributors where to go for more help/info (phone numbers, addresses, websites, etc.) Provides product samples for new Distributors to try and offer to customers Cross references digital materials/tools that benefit new Distributors Provides “how to” tips on selling products

Toll-free numbers and email address for customer service preferred

PROJECTS A CONTEMPORARY IMAGE

Reflects the new Amway brand identity Is culturally inviting Reflects a premium brand

SIMPLIFIES CONTENT

Simplifies the Amway business, especially how to make money Sets realistic expectations of income potential Features aspirational income targets at high levels

*Note: These are the opinions of Global Sales, based on strategic review of kits from around the world. The Starter Kits should support Distributors in explaining the product, company, and business.


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GLOBAL CHECKLIST

AMWAY STARTER KIT STATISTICS FROM AROUND THE WORLD

Overall, the most important thing every Starter Kit needs to convey is the potential and possibility that the Amway Opportunity is about to infuse into the new Distributor’s life. It’s that promise of potential, along with the proven practices and products, educational materials, and motivational materials listed on the checklist below, that have put 4,000,000 people, around the world, on the path to financial independence.

MESSAGING

Visible welcome letter or message signed by company executives or the general manager Messaging that breaks the business down into manageable small steps Explains ordering options/process Motivates new Distributors to try the products Motivates new Distributors to get basic Amway training as soon as possible Motivates new Distributors to make their first sale and explain basics of selling Incentivizes new Distributors to place their first order and includes an order form and instructions for ordering Directs new Distributors to website where they can get more information and download Starter Kit assets free of charge Organizes materials and content in a way that is intuitive and easy to understand

EXECUTION

ACTION

Materials should reflect the current branding of the company, including the Amway brand signature and photography Provides access to both print and electronic information Provides basic business tools or directs new Distributors to another place where they can get information Provides customer receipt pad or tracking system Provides a “Get Started” section or separate brochure that spells out recommended, first action steps Provides a feedback mechanism for new Distributors to connect with the company (free of cost, web based or toll-free number) Provides product suggestions/assessment tools to help Distributors determine their personal product needs and interests as well as those of their customers Includes product samples for personal use and/or customer selling

Directs new Distributors to products/brands that are most likely to help them succeed Explains how to build a balanced business using the 4S model: self-use; selling; servicing; sponsorship Explains the basics of the Amway Sales Plan Sets realistic income expectations for new Distributors Equips new Distributors with information/scripts to manage customer objections Reaffirms new Distributor’s decision to join, provides recognition for making the right choice Reinforces the company’s credibility Markets the Amway business opportunity Leverages the power of Distributor testimonials/success stories Explains the Founders Fundamentals to share the values of the company

Sponsors must personally go through the kit with newly sponsored downlines so there is an opportunity for early orientation and training Kits may be rolled out in phases to reduce information overload (e.g. Europe and Japan) Starter Kits, product samples, and first orders should ship immediately upon sign-up, if not given at sign-up Regions should strive for continuous evolution of their Starter Kits Easy-to-access product solutions for everyday problems

Out of 14 Amway Starter Kits reviewed, only

64 % 57 % 28 % 64 % 21 % 71 %

64% reference Amway’s Founders Fundamentals.

57% promote a first order on the sign-up application or through online registration.

28% include Distributor testimonials.

64% include income potential information.

21% include product samples.

71% provide product promotions or coupons.


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KEEPING AN EYE ON THE COMPETITION.

US $11.60 – BASIC 2009 CLASSIC STARTER KIT (COLOMBIA)

AVON

To provide insight into new markets, new competitors, and new business methods around the world, Amway uses international market intelligence to obtain detailed information on competitors. Using our most recent intelligence inventory, we compiled this analysis of competitive Starter Kits to help us learn what we could – and should – from the competition. INNOVATIVE FEATURES Comes in an organized folder. Contains everything necessary for business start-up. “Hello Tomorrow” overview booklet promotes key opportunity messages, including: “It’s great to be my own boss.” Features Avon Global Ambassador, Reese Witherspoon. Promotes Avon’s globally-standardized training in four steps. Includes product samples. KEY THEMES Features “Viva el Mañana!” (Hello Tomorrow). Features Avon’s symbolic global theme and colors. Promotes “earning is simple” theme: sell/share/show. OFFERS

Not available INCOME POTENTIAL

“You are in charge” earnings worksheet allows the Representative to fill in the blanks and plan how much they want to earn.

CONTACT

Bob Bass (bob.bass@amway.com) Judy Jones (judy.jones@amway.com)


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US $37.00 2009 INTERNATIONAL BUSINESS PACK (MEXICO)

US $15.00 2009 STARTER KIT (THAILAND)

US $39.95 2008 WELCOME KIT (UNITED STATES)

HERBALIFE NU SKIN

SHAKLEE

INNOVATIVE FEATURES

INNOVATIVE FEATURES

INNOVATIVE FEATURES

Comes in a professional carrying case.

Nice folder is delivered in a matching Nu Skin gift bag.

Comes in a sleek, attractive box.

Contains everything necessary for business start-up, including training on THE single biggest reason for company growth: “The Nutrition Club/Club de Nutrición” and an initial action plan for the new distributor: “Your First 72 Hours/Tus Primeras 72 Horas.”

Contains everything necessary for business start-up, including “Getting Started Training Module” and a simple compensation plan presentation, “An Opportunity of a Lifetime.”

Contains everything necessary for business start-up, including one of the best recruiting brochures in the industry – “Shaklee on the Back of a Napkin” and a “First Steps Training Guide” for new distributors.

KEY THEMES

KEY THEMES

KEY THEMES

Everything is SIMPLE, step-by-step.

Nu Skin’s global tagline, “The Difference, Demonstrated” empowers distributors to add value to the consumer experience.

Follows an environmental theme, emphasizing the company’s corporate focus on sustainability.

Content books are numbered to “step” a new distributor through: 1, 2, 3, 4.

OFFERS

OFFERS

Not available

Accelerate your success as “Wholesaling Distributor”/Leader: 3 ways to qualify.

INCOME POTENTIAL

INCOME POTENTIAL

Not available

Not available

OFFERS

Free product with order of 100 PV in first 30 days. INCOME POTENTIAL

Paid out over $3 billion in commissions (since 1956). Average annual income for business leaders ranged from US $5,800 for Directors to US $372,800 for Master Coordinators in 2004.


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STARTER KITS FROM AROUND THE WORLD. Sharing ideas leads to shared success. That’s the idea behind this entire exercise – to compare your Starter Kit with the following kits from around the world to help you find features, tactics, innovations, messages, and applications that can improve the success of your Starter Kit and increase the success rates of new Distributors.


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21,262,641: Population and potential Amway Distributors

AUSTRALIA “We use our Starter Kit to increase activation in the first 90 days. Our product packs are 51PV each and our goal is for more Distributors to receive a performance bonus in their first month. New Distributors receive a better introduction to Amway through the Welcome to Amway presentation, than was the case in the past.”

INNOVATIVE FEATURES Distributors receive their Starter Kit via next-day delivery. Creatively appealing, simple, yet informative. Leverages their local sponsorship of Australian Olympic swimmer Libby Trickett, who is also their Amway Business Opportunity spokeswoman. Makes use of Distributor testimonials, which is relatively uncommon among global kits. Breaks down the steps to get started into small, manageable tasks and immediately encourages the new Distributor to go online and activate. Incentivizes Distributors to purchase products right away and offers a way to “earn back the price of your kit” through rapid activation.

KEY MESSAGES CREATIVE THEMES

Congratulations on starting your own business – DIVE IN. Welcome to Amway and your opportunity to create your own successful business and earn big rewards. Build your business step-by-step. Where do you want to go? CLAIMS

Partners in your success. 3.5 million people have already started their business with Amway. Since 1959, Amway has paid out more than $30 billion in bonuses/rebates and incentives to Distributors around the globe. OFFERS

Great introductory offers. Get back the $80 registration fee…simply place two product orders of $200 each within your first 30 days. Amway also offers great sales incentive programs.

COST: $80 USD UPDATED: APRIL 2010 CONTACT: PHILLIP CACCIOLA

PHILLIP.CACCIOLA@AMWAY.COM

CONTACT: STUART BEED

STUART.BEED@AMWAY.COM

INCOME POTENTIAL

Performance and Leadership bonuses/rebates are paid in addition to the retail margin you can earn. Make as much as 35% profits when selling at a suggested retail price. Earn: Very simply. You buy quality products at wholesale prices and sell them at retail prices. The difference is yours to keep. You then sponsor others who will do likewise.


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1,338,612,968: Population and potential Amway Distributors

CHINA “The Starter Kit should take on the role of showcasing the company’s basic information as well as the new sales representative’s work, reward, and prospects. Plus, the Starter Kit should be a collection of the company’s product information (price, product selection, samples) to facilitate the new sales representative’s communication with customers.”

INNOVATIVE FEATURES Sells the most Starter Kits of any affiliate: 3.1 million in the past 12 months. Very simple kit; works well in China. One of the lowest-cost kits globally, at less than $4.

KEY MESSAGES CREATIVE THEMES

INCOME POTENTIAL

Offers a study guide and test in the Starter Kit that every sales representative must pass.

Kit contents were updated in 2010 with the new Amway brand signature and global photography.

9 - 27% Performance Bonus schedule is featured in the SR Manual and DVD.

Offers a DVD that gives an official plan presentation of the hybrid China business sales model.

CLAIMS

COST: $3.75 USD UPDATED: 2010 CONTACT: LAURENCE LIAO

LAURENCE.LIAO@AMWAY.COM

Amway is a strong business with a solid reputation – 100% awareness rate (85% in 2009). ACCL offers a fantastic business development opportunity for SRs with a wide range of high-quality products and brands. ACCL offers its SRs and consumers exceptional service and support. Amway provides continuous learning and growth opportunities for SRs through the award-winning ACTI.

DVD features income examples from retail, as well as other non-monetary benefits. DVD includes different levels of involvement in the Amway business (e.g., PC, SR, and AA). OFFERS

ACCL offers its newly–joined PCs, SRs, and AAs the opportunity to earn points for Amway gifts through the “Purchase Reward Program.”


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82,329,758: Population and potential Amway Distributors

7,055,071: Population and potential Amway Distributors

GERMANY

HONG KONG

“We currently provide too much information, which is then repeated in many brochures and flyers. It is better to provide less items with the really necessary information included, and more product-related information. In Europe, the “My first year” project is our attempt to do this.”

INNOVATIVE FEATURES Includes a health and beauty test, as well as purchase coupons. Electronic Starter Kit in development to appeal to younger audiences.

COST: $36 USD UPDATED: MARCH 2009 CONTACT: JACQUELINE HUI

JACQUELINE.HUI@AMWAY.COM

KEY MESSAGES COST: $60 USD UPDATED: SEPTEMBER 2009 CONTACT: MELANIE BJOERNER

MELANIE.BJOERNER@AMWAY.COM

INNOVATIVE FEATURES Germany offers the Starter Kit in two phases. Phase 1 features essential support literature including a product brochure and application pack. Phase 2 features more opportunity-related information.

Amway offers a ‘world of opportunity.’ You’re independent, but you’re never alone. Amway offers high-quality products and flexibility that you can tailor to fit your schedule. CLAIMS

You’ll love the products.

KEY MESSAGES CREATIVE THEMES

The Best Business Opportunity. CLAIMS

You’re supported every step of the way.

World Leader in Direct Selling. Quality Products.

INCOME POTENTIAL

Common look/feel and contents across nearly every market in Europe. Features a glossary of terms in their Starter Kit, helping new Distributors make sense of the Amway vocabulary that makes our business unique. Provides all the information a new Distributor might need to get started (how to order, how to access things online, how to sell, how to get training, income potential info, SIP brochure, etc.).

The amount you earn is commensurate to the time, effort, and energy you put into it. There are many ways to earn money: profit margins from sales of products; volumebased bonuses from product sales; performance bonuses based on the volume of sales made by people you introduce to the business. OFFERS

N/A – the German Starter Kit is not product oriented.

INCOME POTENTIAL

Embarking On A Rewarding Life. By sharing Amway products and the business opportunity, you can build a sales network to earn stable income. Amway provides a fair and performance-based business opportunity that allows a high degree of freedom. You have the flexibility of working part-time to supplement income or building an Amway business into a full-time career.


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1,156,897,766: Population and potential Amway Distributors

127,078,679: Population and potential Amway Distributors

INDIA

JAPAN “We believe it is important to minimize items included in the Starter Kit delivered after signing up and provide the appropriate information at the appropriate time for the Distributor lifecycle and stage, based on the behavioral patterns of new Distributors through relationship, management-driven communications.”

INNOVATIVE FEATURES Recently reduced the kit price by about half; attribute this as a key driver to increased recruiting in the market (see chart). Average applications increased from 17,234 per month in 2007 to 46,707 in 2008. Includes multiple copies of a wallet-sized business opportunity flyer. The flyer clearly articulates the competitive edge of Amway vs. other competitors and also discloses average earnings for Founders Platinum, Founders Emerald, and Founders Diamond Distributors.

60,000 40,000 20,000

Aug ’08

Jul ’08

Jun ’08

Apr ’08

May ’08

Sep ’07

Mar ’08

0

This is Where Dreams Turn Into Reality. Live the Amway Opportunity. Realize Your Dreams with the Amway Opportunity. CLAIMS

Unmatched Products. Unique Opportunity. Great Ideas…Transformed to World-Class Products. INCOME POTENTIAL

In addition to the Founders income, earning at Foundation levels (i.e. 6%) is available. Founders Platinum, Founders Emerald, and Founders Diamond incomes are provided as benchmarks in prospecting materials.

Starter Kit includes an Amway catalog that contains all available products, ordering details, return policies, etc.

Amway “First Step” guide includes testimonials from top leaders on how to set goals and start the business.

Multi-staged kit; first the prospect gets preliminary information, and then they make the decision to sign up and order the full kit. Jan ’08

Research + Quality = World-Class Products.

KEY MESSAGES

CREATIVE THEMES

80,000

Feb ’08

Performance + Achievement = Rewards.

recruitment numbers.”

Nov ’07

Flexible Opportunity + World Leader = Success.

March 2008 which lead to a big spike in our

Dec ’07

CREATIVE THEMES

“We made a major change in our kit price in

Oct ’07

KEY MESSAGES

INNOVATIVE FEATURES

OFFERS

First Purchase Offer 1: Buy products worth 100PV and get NUTRILITE® Protein 200 gms at Re1 (offer valid within 30 days of joining). First Purchase Offer 2: Buy products worth 100PV and get discount of Rs 995 on the order value (offer valid only after Offer 1 is fulfilled; offer valid within 45 days of joining).

COST: $21 USD UPDATED: MARCH 2008

Because the decision to join is not made on the spot, the phased approach allows the prospect to take their time deliberating and “save face” with their contact who showed them the business. Includes an Amagram to showcase products and leaders’ accomplishments.

CONTACT: JATINDER SINGH

JATINDER.SINGH@AMWAY.COM

Not available CLAIMS

Amway’s “First Step” guide outlines how to start the business. DVD features company introduction and support information, including facilities, products, and leaders’ experiences starting their own business. INCOME POTENTIAL

DVD explains PB up to FAA with focus on PB. This is very similar to the contents of prospecting materials.

COST: $36 USD

OFFERS

UPDATED: FEBRUARY 2008

“Loyalty Program” brochure.

CONTACT: ATSUSHI SUZUKI

ATSUSHI.SUZUKI@AMWAY.COM


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25,715,819: Population and potential Amway Distributors

MALAYSIA “Content should be more interactive to engage new Distributors and entice the first product purchase. Additional product offers/incentives are recommended. The Starter Kit should provide an in-depth and simplified step-by-step guide on the Amway business opportunity.”

INNOVATIVE FEATURES Recently redesigned kit; in the process of getting leader buy-in before they launch the new kit in 2011. Simplifies, condenses, contemporizes, and makes the kit “work harder” by driving product engagement and Distributor activation.

*New kit photography was not available at time of production.

KEY MESSAGES

New kit design targets youth segment and includes Distributor testimonials, selling tips, and Fast Start.

CREATIVE THEMES

COST: $27.04 USD

Amway Makes it Possible.

UPDATED: SPRING 2011

You Make it Happen.

LOHYEE.WON@AMWAY.COM

Gives new Distributors the information they need up front to understand product features and benefits and to recommend them to friends and family.

Helping People Live Better Lives.

DVDs/CDs are eco-friendly and reduce the amount of printed materials. Clearly spells out accessible ways to buy products.

CLAIMS

Brand claims for NUTRILITE®, eSpring®, and ARTISTRY® emphasized. INCOME POTENTIAL

How to earn with Amway (retail profit, performance bonus, cash awards, and incentives). How to start the Amway business (four easy steps). OFFERS

“Join and Save Program”– product discounts for new Distributors. Door opener product catalogs.

CONTACT: LOH YEE WON


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111,211,789: Population and potential Amway Distributors

MEXICO “Amway Mexico launched a new kit as part of our Latin American regional business transformation. Our kit emphasizes retail selling as the first stream of Distributor income. It also features training information, product samples, and a product coupon.”

INNOVATIVE FEATURES Includes sample-size product in their base Starter Kit; this helps reinforce the product and ensures new Distributors will try the product right away and perhaps will share the samples with others. Strong training information. Regionalized kit across Latin America.

COST: $30.30 USD UPDATED: 2009 CONTACT: VERONICA ORIHUELA

VERONICA.ORIHUELA@AMWAY.COM

KEY MESSAGES It’s not enough to simply dream: one must take action. Products of quality and prestige. Grow with Amway. Earn with Amway.

INCOME POTENTIAL

With Amway, you can earn immediately by selling products at retail prices to consumers, as well as earning a performance bonus once you and your downline reach 1,200 points or 9%. OFFERS

Learn with Amway. Advance with Amway. CREATIVE THEMES

Family / dreams / beauty / health / selling / building a business / leadership CLAIMS

90-day satisfaction guarantee on Amway products. Millions have changed their lives with the Amway business opportunity. NUTRILITE® is the global leader of vitamins, minerals, and dietary supplements, selling $3.1 billion in the past 12 months.

Kit offer: product coupons good towards purchase of MOISKIN™, ERTIA™, or NUTRILITE products.


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139,390,205: Population and potential Amway Distributors

22,974,347: Population and potential Amway Distributors

RUSSIA

TAIWAN “Our kit provides a special 13% discount on select key products to encourage new Distributors to try these Amway products.”

INNOVATIVE FEATURES High-quality printing; products and literature are packaged in attractive, branded boxes with convenient handles. Possibilities, choices. KEY MESSAGES Anyone who is 20 years or older purchasing a Starter Kit can start a business with Amway.

KEY MESSAGES New AIEs can select one of two Starter Kit options (home care or beauty). AIEs are encouraged to select the one that they feel they’ll initially be most successful with.

INCOME POTENTIAL

CREATIVE THEMES

OFFERS

Reflects the new Amway brand identity. COST: $5 USD

(STARTER KIT 1) $56.67 USD (STARTER KIT 2: OPTIONAL)

UPDATED: SEPTEMBER 2010 CONTACT: TATIANA KOPYTOVA

TATIANA.KOPYTOVA@AMWAY.COM

Both Starter Kits include a “Sales Support Program” brochure that outlines the business opportunities and income potential. Two Starter Kit options are available (home care or beauty).

3S (selling, sponsoring, and service) are the key to success in the Amway business.

COST: $32 USD

CREATIVE THEMES

UPDATED: MAY 2008

The icon of a flying paper airplane symbolizes the fulfillment of your dreams by joining the Amway business. The icon of a bean sprouting new leaves represents the Amway business flourishing if it’s cared for. CLAIMS

A leader in the Direct Selling industry. A wide range of quality products backed by a satisfaction guarantee. Amway is the best business partner with outstanding support. Amway’s bonus and award system is fair and square. Amway is a caring corporate citizen.

CONTACT: SINEAD WANG

SINEAD.WANG@AMWAY.COM

INCOME POTENTIAL

Many ways to earn income, including 30% retail profit, monthly bonuses, annual bonuses, OTCAs, and SIP bonuses. OFFERS

Free business pack provides practical tools to help new Distributors start their business.


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65,998,436: Population and potential Amway Distributors

61,113,205: Population and potential Amway Distributors

THAILAND

UK

“Our leaders told us in surveys that they needed videos

“Our Starter Kit is free of charge and materials are available on our website for

about the Amway business opportunity, an income

downlines. We also offer a ‘Get Started’ map that orients new Amway Distributors

calculator, and product sampling in the Starter Kit. So,

when they join the business.”

we are offering these things in our Starter Kit for them.”

INNOVATIVE FEATURES

INNOVATIVE FEATURES

Contemporary looking kit; slim, light yet sturdy polycarbonate, brightlycolored carrying case.

All the materials can be viewed or downloaded from the website which allows the new Distributor access to the assets in both print and electronic formats.

Incorporates the new Amway brand identity. Includes an income calculator (only one of the 14 kits reviewed).

COST: $27.50 USD UPDATED: MAY 2010 CONTACT: THAWEE TANAMATEE

THAWEE.TANAMATEE@AMWAY.COM

Heavy use of actual Distributor testimonials in opportunity DVD. Features a “Map to Success” for new Distributors, encouraging them to take advantage of training/support. Features “Opportunity” brochure that explains the unique UK Sales Plan and business model in detail. Free of charge by regulation, yet kit still works hard.

CREATIVE THEMES

Amway brand signature and new Amway Opportunity photos. CLAIMS

Not available

CREATIVE THEMES

COST: $0 (FREE OF CHARGE)

Your World of Opportunity.

UPDATED: SEPTEMBER 2007

Your Business Opportunity.

ANDY.SMITH@AMWAY.COM

CONTACT: ANDY SMITH

A Fabulous World of Opportunity Awaits You! Don’t delay and miss out on a fabulous world of opportunity!

SUPPORT

CLAIMS

Focused on your success.

A pioneer in direct selling. Fantastic products available to you.

What is Direct Selling? (Defines Direct Selling)

We look forward to working with you! OFFERS

KEY MESSAGES Includes a sponsoring brochure that highlights Amway and the business opportunity.

KEY MESSAGES

INCOME POTENTIAL

Not available OFFERS

Starter Kit features a variety of discounted (10%) product packs and product promotions. For example, ‘purchase any products by 2,500 BV and receive a Glister toothpaste free.’

Taking your responsibilities seriously. World-leading brands at your fingertips. INCOME POTENTIAL

Your Amway business can be anything from a small supplemental income to an opportunity for a full-time income. Shows how to calculate your income step-by-step. Shows you can earn more than your sponsor. Earning opportunity - you can make $129, $1,288, or even $6,439 per month.

Not available


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45,700,395: Population and potential Amway Distributors

UKRAINE “Our best practices include the “Welcome to Amway” brochure which helps new Distributors easily get acquainted with Amway and our www.amway.ua flyer which increases new Distributor traffic to our website.”

INNOVATIVE FEATURES One of the strongest kits in terms of web access instructions/e-commerce information and product activation incentives (product coupon and product promotions).

COST: $47.98 USD UPDATED: MARCH 2010 CONTACT: GALINA NOVOHATKA

GALINA.NOVOHATKA@AMWAY.COM

KEY MESSAGES We provide business opportunities in over 80 countries and territories around the world.

CREATIVE THEMES

Beautycycle™, NUTRILITE®, Amway business opportunity. CLAIMS

Take advantage of the unique Amway Sales and Marketing Plan that supports your business.

Not available

Enjoy a variety of beauty, health, and home products – for yourself and for business development.

OFFERS

You can rely on support, every day, for your business development.

20% discount for ordering a minimum 200 PV within the first order.

INCOME POTENTIAL

Not available 10% discount for ordering a minimum 100 PV within the first order.


21

307,212,123: Population and potential Amway Distributors

USA “We recently revamped our Starter Kit and finally have a single internal ‘owner’ who manages content and direction. We also received extensive Distributor input on the kit content to ensure leaders are aligned with our new kit. The result has been very well received and sponsoring, retailing, and sales are all up!”

INNOVATIVE FEATURES Recently went through a complete overhaul, combining input from every department in the company, and redesigned the kit based on competitor best practices and Distributor input. The optional $80 product Starter Kit is filled with sample- and full-size products for the Distributor and customer to try. Partnered very closely with leaders on all copy and the design of the Starter Kit. This resulted in a kit with messaging Distributors strongly support and feel good about using. Prominently features and promotes their Fast Track program for new Distributors, which is a key way for new Distributors to become profitable right away. 85% of new Distributors buy both the required literature and the optional product pack. Buying product is a prerequisite to participating in the Fast Track program.

COST: $59.99 USD

(LITERATURE ONLY)

$80 USD (OPTIONAL PRODUCT)

$139.99 USD (LITERATURE + PRODUCT)

UPDATED: APRIL 2010 CONTACT: DALE SELVIUS

DALE.SELVIUS@AMWAY.COM

KEY MESSAGES CREATIVE THEMES

INCOME POTENTIAL

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Each month that you generate 150 total PV with at least 50 PV from registered customer sales, you’ll earn a $50 bonus.

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Products for a full, active, healthy life. For more than 50 years, the dedication of Distributors has helped make Amway a leader in direct selling. A business opportunity for a better life.

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Not available


22

STARTER KIT PRICES AND QUANTITIES

#

EACHES

US $ DC

% OF MACRO

KIT PRICES (USD)

United States

319,094

20,195,576

3.31%

140*

Canada

32,938

2,210,325

4.25%

——

Australia

49,737

1,905,394

4.21%

80

United Kingdom

34,811

37,370

0.21%

0

Hong Kong

31,045

492,149

0.97%

36

Germany

50,887

2,337,046

1.91%

60

Japan

466,768

6,553,197

0.65%

36

France

8,727

285,295

3.99%

——

Netherlands

5,033

203,202

2.67%

——

Malaysia

157,152

4,067,888

2.27%

27.04

Switzerland

9,505

256,964

2.15%

——

Belgium

2,872

109,923

2.72%

——

Taiwan

212,175

3,688,693

1.50%

32

Slovenia

3,495

97,302

1.73%

——

Poland

52,052

1,068,109

2.47%

——

Italy

43,464

989,779

1.95%

——

Mexico

28,801

847,341

2.70%

30.30

Colombia

89,421

2,718,888

4.41%

——

Thailand

793,849

12,232,686

3.13%

27.50

Austria

14,042

1,085,384

3.63%

——

Indonesia

98,888

456,498

0.91%

——

Panama

2,676

93,660

3.92%

——

New Zealand

6,013

369,023

5.01%

——

This provides an overview of the number of Starter Kits, price per kit, and percentage of sales Starter Kits account for in individual countries.

*Price includes both required and optional parts of kit. Exists in Any Sales Kits & Product Pack [39M]; Sales Kits [D61]; Aug-2009 Thru Jul-2010 Current Forecast

For Internal Use Only

Spain

9,549

183,033

1.62%

——

Guatemala

4,657

155,574

4.26%

——

Portugal

3,673

122,692

2.84%

——

Norway

3,248

193,051

4.67%

——

Costa Rica

5,546

187,378

2.67%

——

Brazil

12,088

471,413

4.47%

——

Hungary

44,446

1,251,459

4.45%

——

Philippines

51,412

1,053,671

7.22%

——

China

3,161,834

4,960,706

0.16%

3.75

Sweden

12,360

933,823

7.08%

——

Argentina

3,633

91,052

1.68%

——

Czech Republic

24,820

917,166

4.54%

——

Chile

140

5,158

0.98%

——

Russia

919,897

18,156,740

3.67%

61*

India

765,837

14,558,429

4.66%

21

Uruguay

76

5,882

0.84%

——

Turkey

282,795

5,415,403

7.73%

——

Finland

15,196

1,170,340

7.22%

——

Denmark

4,297

393,652

7.34%

——

Greece

25,636

678,060

3.22%

——

Slovakia

8,616

404,879

6.29%

——

Vietnam

147,162

1,370,984

5.28%

——

El Salvador

6,307

220,745

2.44%

——

Honduras

4,283

74,807

2.16%

——

Singapore

17,332

963,226

3.13%

——

South Africa

85,309

2,339,611

7.83%

——

Dominican Republic

21,458

1,102,386

4.84%

——

Romania

60,339

1,419,876

3.86%

——

Venezuela

9,825

302,309

1.00%

——

Croatia

3,711

97,905

2.60%

——

Ukraine

250,179

3,681,115

2.80%

47.98

GRAND TOTAL

8,479,106

125,184,218

1.55%

——


23

CONTENT MATRIX

AUSTRALIA

CHINA

Distributor application

YES

YES

Getting started brochure/checklist

YES

YES

Fast Start information - how to make money immediately

YES

NO

Goal-setting info/job aid

YES

NO

Distributor price list

YES

YES

Customer receipt form/booklet

NO

NO

Selling tools/selling tips

YES

YES

Ordering information

YES

YES

Welcome letter

YES

YES

Rules of conduct brochure/booklet

YES

YES

Business manual

YES

YES

Business opportunity brochure/flip chart

YES

YES

DVD on Amway

NO

YES

“Provide Starter Kit at the time of sign-up, not afterwards.”

DVD on business opportunity

NO

YES

Sales plan information/brochure/etc.

YES

YES

Training information

YES

YES

– Direct Selling News, 2010

Income potential information

YES

NO

Income simulator

NO

NO

Company credibility information (Amway facts)

YES

YES

Testimonials (Distributor)

YES

NO

Founders Fundamentals reference/explanation

YES

YES

SIP brochure

——

NO

Distributor ID card

NO

YES

Distributor benefits brochure

NO

YES

`

This matrix provides a quick ‘at-a-glance’ overview of the information,

tools, and tactics that each country incorporates into its Starter Kit.

Korea has been intentionally omitted due to the fact that their kit is literature only and not typical for legal reasons.

DIRECT SELLING INDUSTRY EXPERTS SAY: “Get tools in their hands early.” – Direct Selling News, 2010

“Calibrate your Starter Kit cost to the marketplace.” – Direct Selling News, 2010

BASED ON AFFILIATE REPORTED DATA & GS REVIEW OF STARTER KITS

ACTIVATES NEW DISTRIBUTOR (GETS THEM TO SELL/BUY)

PROMOTES UNDERSTANDING OF AND BELIEF IN BUSINESS

GETS DISTRIBUTOR ORGANIZED

3 ring binder/folder/bag/pockets to organize paperwork

NO

YES

Glossary of terms

NO

NO

PRODUCT FOCUS & PRODUCT ENGAGEMENT

“The Amway Starter Kit should contain everything a Distributor needs to get going in their business.”

DVD on product

NO

NO

Product catalogue

YES

YES

Product return form

NO

NO

Product promotion information (discounts/packs)

YES

YES

– Rich DeVos

Product samples

NO

NO

Personal shoppers catalog/other non coreline

YES

NO

Product coupon

NO

NO

“Make it possible to complete the entire sign-up process online, including receiving an online Starter Kit.” – Direct Selling News, 2010

CONNECTS DISTRIBUTOR TO DIGITAL RESOURCES

CORPORATE STARTER KIT RESOURCES

Glenn Armstrong, Chief Sales Officer, Executive Sponsor

Web access/mobile access instructions

NO

YES

E-Commerce site flyer

——

YES

YES

YES

Study guide for test

NO

YES

Test for new distributor

NO

YES

John Carrington, Director Global Sales, Executive Sponsor

TRENDY AND ON BRAND IMAGE

Anne Stawiski, Global Sales, x8244

Amway brand signature (new)

Laura Feinauer, Global Sales, x4527

Judy Jones (CMI), x5446 Bob Bass (CMI), x5027 John Winger, Forecasting, x6963

CONFIRMS NEW DISTRIBUTOR KNOWLEDGE

Sandy Limmex, Amway Brand, x6100

MEETS LEGAL/REGULATORY REQUIREMENTS

PRODUCED BY GLOBAL SALES, 2011

Data privacy policy

NO

NO

Find the guide electronically at:

Direct selling regulation guidebook

NO

YES

http://departmentconnect/sites/DE/default.aspx BrandNext


24

GERMANY

HONG KONG

INDIA

JAPAN

MALAYSIA

MEXICO

RUSSIA

TAIWAN

THAILAND

UK

UKRAINE

USA

YES YES YES NO YES YES YES YES YES NO YES NO YES NO YES YES YES NO YES NO YES YES NO YES YES NO NO NO YES NO YES NO NO YES YES YES NO NO NO YES NO NO NO NO YES YES NO YES YES YES YES YES YES YES YES YES YES YES YES YES YES NO NO NO YES YES YES YES YES YES NO NO YES YES YES NO YES NO YES NO NO YES NO YES YES YES YES YES YES NO YES YES YES YES YES YES YES YES NO YES YES YES YES NO YES NO YES YES YES YES YES YES YES NO YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES NO YES YES YES YES YES NO NO YES NO YES YES YES YES NO NO NO YES YES NO YES YES YES YES YES NO YES NO NO YES YES YES NO YES YES YES YES YES NO YES YES YES NO YES YES NO YES NO YES NO YES NO YES NO YES NO YES YES YES YES YES NO NO YES NO YES NO YES YES NO NO —— NO NO NO NO NO YES NO NO NO YES YES YES YES (DVD) YES NO YES YES YES YES YES YES NO NO NO YES YES NO NO NO NO YES NO NO YES YES YES YES NO NO NO YES YES NO NO YES YES NO NO YES NO NO YES NO NO NO YES YES NO NO NO YES NO NO NO NO NO NO YES YES NO YES YES YES YES NO YES YES YES NO NO NO NO YES NO NO YES NO NO YES NO NO NO YES YES NO NO NO NO NO YES NO NO NO NO YES

NO NO YES NO YES NO YES NO NO YES NO YES YES YES YES YES YES YES YES YES YES YES YES YES NO NO NO NO YES YES NO YES NO NO YES NO NO NO YES NO YES NO YES YES YES YES YES YES NO NO NO NO NO YES YES NO NO NO NO YES NO NO YES NO YES NO NO NO YES NO NO NO NO NO NO YES NO NO NO YES NO NO YES NO

NO

YES

YES

YES

YES

NO

NO

YES

NO

YES

YES

YES

NO NO NO YES NO NO YES NO NO NO YES ——

NO NO NO NO YES NO YES NO YES NO NO NO

NO NO NO NO NO NO NO NO NO NO NO NO NO NO NO NO NO NO NO NO NO NO NO NO

YES YES NO NO NO NO YES NO YES NO YES NO

NO

NO

NO

YES

YES

NO

YES

YES

NO

NO

NO

NO


THE STARTER KIT IS OUR CAPTIVATE, EDUCATE, AND CONSIDER THE TOOLS, TI THIS STARTER KIT GUIDE IMPROVING YOUR OWN ST YOU WILL IMPLEMENT TH BEST FOR YOUR DISTRIBU THEM BEST. AND, FINALLY APPRECIATE ALL OF YOUR


FIRST OPPORTUNITY TO D MOTIVATE. SO PLEASE, IPS, AND TACTICS FROM AS SUGGESTIONS FOR TARTER KITS. WE TRUST HOSE THAT WILL WORK UTORS, SINCE YOU KNOW Y, THANK YOU. WE TRULY R HARD WORK.


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