MKT & COMM | SmartPay | Marketing plan for personal individuals

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

Table of Contents.

PI Insight Marketing Roadmap 2018 Campaign Focused 2018 Activity Focused 2019 Direction Action Steps

PI Insight.

BLUE COLLAR

VY 27, Single, worker at a textile factory

What makes me happy • •

Tech Affinity

Low

• • •

Affluence

Bonding family time Stable finance for family Hangout: cinema, flea market Read online news Privacy

Low

• •

Financial Acumen

Low

•

Barely making ends meet

•

Bargain hunter

•

Open to new tech but just interested in game and reading news

Use Case

Low

What makes me sad Risk Appetite

Behaviors

Risk Not enough time to finish works

•

Eat street food

•

When running out of cash

•

Shopping for clothes at small retail shop

•

Save money on daily basis

MILLENIAL

THI

21, Sophomore student, Online handmade shop

What makes me happy • •

Tech Affinity

Savvy

• • •

Affluence

Low

• •

Chatting & hang out with my trusted friends Connected with the world via mobile phone Cool things which my friends follow / empower me Financial independence Kpop / Korea pop culture Maintain / Sustain customers Discounts

Behaviors •

Daily check on Facebook to receive orders and consult styles for customers

•

Deliver stuffs by her motorbike

•

Watch handmade tutorial clips on social networks Facebook & Youtube

•

Create new keychain designs / styles

Use Case Risk Appetite

Medium

What makes me sad • •

Financial Acumen

Adoptability

• Low

Skeptic

Run out of money on daily basis Small changes from customers Parent strict control

•

Post images of keychains

•

Collect good comments into an album

•

Communicate with customers

•

Consolidate feedback to improve her handmade keychains

•

Calculate her profits & expenses

Marketing RoadMap.

CRITERIA FOR MARKETING ACTIVITIES IN 2018 • Utilize Salesforce • No giveaway cash • Aim to build ecosystem

SUMMARY OF MARKETING ACTIVITIES HIGH PRIORITY SEGMENT

FEC NTB

ACTIVITY

FEC ACTIVE CUSTOMER

SN NTB

SN LEADS

- Direct Point Of Sales - Pre-registration

- Direct Point Of Sales - Pre-registration

- Direct Point Of Sales - Pre-registration

- Direct Point Of Sales - Pre-registration

(lucky draw) - Repayment with cash back - KYC bonus - Referral program - Sign-up offer ( vouchers)

(lucky draw) - Repayment with cash back - KYC bonus - Sign-up offer (vouchers) - Mini activation

(lucky draw) - Instant Loan 2 millions - Repayment with cash back - Sign-up offer (vouchers) - KYC bonus - Referral program

(lucky draw) - Instant Loan 2 millions - Repayment with cash back - Sign-up offer (vouchers) - KYC bonus - Referral program

FEC DECLINED CUSTOMER

NATURAL MARKET

- Direct Point Of Sales - Telesale Agents - Pre-registration

- Pre-registration

(lucky draw) - Instant Loan 2 millions - Repayment with cash back - Sign-up offer (vouchers) - KYC bonus

(lucky draw) - Instant Loan 2 millions - Repayment with cash back - Sign-up offer (vouchers) - KYC bonus - Mini activation

2018 CAMPAIGN ROADMAP CAMPAIGN #1.1 - LEAD GENERATION CAMPAIGN #1.2 - KYC BONUS GAIN VOUCHERS CAMPAIGN #1.3 - PROMOTE INSTANT LOAN & REPAYMENT CAMPAIGN #1.4 - PROMOTE SIGN UP OFFER CREATED BY ALEPH LABS /

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

2019 MARKETING ACTIVITY DIRECTION

USER ACQUISITION FROM NATURAL MARKET CONTINUE UTILIZING FEC DATABASE MORE EFFECTIVELY BY SHARPER RE-TARGETING & CROSS-SELL WITH NEW APP FEATURES CREATED BY ALEPH LABS / BRAND AWARENESS/ ENGAGEMENT & LOYALTY

Q1

Q2

Q3

Q4

Sales Scheme.

SALES SCHEME Sales scheme for SmartNet & FEC • Based on referral system • Commission fee 20k/ 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 *Actual incentives to be discussed

The Way To Right Target at Right Time.

DELIVER PERSONALIZED CONTENT BASED ON USER’S BEHAVIORS SPENDING MOMENT

Lunch Time

TIMING

11:30AM - 12:30AM

THE WAY TO OPTIMISE CONTENT HOOK

*Marriage status - Single - Married

Grocery & Food Shopping 4:00 - 5:30PM

*Marriage status - Single - Married

Weekday Night

6:00PM - 9:00PM

*Gender - Male - Female

Weekend 10:30AM - 12:30AM 5:00PM - 9:00PM

*Marriage status - Single - Married

Public Holidays 10:30AM - 12:30AM 5:00PM - 9:00PM *Marriage status - Single - Married

GOLDEN TIME TO CATCH FEC DECLINED CUSTOMERS USER STAGE

GOLDEN MOMENT OBJECTIVE

TIMING

URGE

CELEBRATION

EXCITEMENT My repayment is in time and I even can save more money

After being disappointed, I feel more relieved

I receive 2 millions so I can buy my favorite item

Complete KYC Smartest

Make another transaction

Pay in time

Filtered FEC declined database 11:30AM & 7:00PM weekdays

2 days next 7:00PM weekends

7 days - 3 days before & on due date 11AM & 7:00PM weekends

*Maximum time to apply for a new loan after being rejected by FEC is 4 months (TBC after checking with FEC team) TARGET CUSTOMER DATABASE

- CD: 4 months after being rejected - PL & TW: 3 months after being rejected A/B testing to optimize message for single & married customers in efficient way

2018 Campaign Focused.

Campaign #1.1 Lead Generation

Phone number pre-registration + Install APP Lucky draw for iPhone X

1. OVERVIEW DURATION

20/08 – 03/09/2018 (2 weeks for registration) | 03.09 – 15.09/2018 ( 2 weeks for Download & Install)

TARGET AUDIENCE

Both for PI & merchants

LOCATION

Nationwide

OBJECTIVE

Gain 999 phone number registration

PROMOTION SCHEME

Count down for the app launch and get opportunity to win lucky draw as new iPhone X

- Users to register their phone number – Each phone number registered 1 time only - To get the opportunity, users have to download app and register their personal information with KYC (ID & selfie) Notice: - Each Smart-pay account just receives lucky draw prize iPhone X 1 time only

REWARD

New iPhone X

2. FLOW

ACCESS WEBSITE

PHONE NUMBER REGISTRATION

DOWNLOAD & INSTALL APP

PERSONAL INFORMATION VERIFICATION (ID & SELFIE)

WIN LUCKY DRAW FOR A NEW IPHONE X

5. COMMUNICATION DURATION

-8/08 – 03/09/2018 (2 weeks for registration) | 03/09 – 15/09/2018 ( 2 weeks for Download & Install)

OBJECTIVE

- Gain 999 phone number registration

PROMOTION THEME

Count down for the app launch and get opportunity to win lucky draw as new iPhone X

SEGMENT

FEC NTB

- Direct Point of Sale CHANNEL, TACTICS & CHANNELS

(POS CC) - DSA: Repayment focus

FEC ACTIVE CUSTOMER

SN NTB

SN LEADS

FEC DECLINED CUSTOMER

- Direct Point of Sale

- Direct Point of Sale

- Direct Point of Sale

(POS CC) - Collector - Call center /TSA

(POS CC & SN Kiosk) - DSA

(POS CC) - Call center/TSA

NATURAL MARKET

- Direct Point of Sale (POS CC) - DSA - Mini-activation

Campaign #1.2 KYC Bonus

KYC BONUS SHOPPING VOUCHERS

1. OVERVIEW DURATION

03 Sep – 03 Nov (2 months)

TARGET AUDIENCE

All users

LOCATION

Nationwide

OBJECTIVE

To encourage users (40.000) to register and KYC 1.Verify their personal information (ID & Selfie) 2.Link to their bank account/card & wallet top up

PROMOTION SCHEME

Users who complete KYC process will receive the prizes - 2 vouchers for shopping within SmartPay community (ecosystem)

TERM & CONDITION -

To gain the first voucher, users have to finish the step of personal information verification (ID & Selfie) To gain the last voucher, users have to link their bank account and wallet top up 100k

Notice: - 1 SmartPay Account receive 2 vouchers (one time only) - 2 vouchers used one time only - The voucher will be expired on 31 Dec 2018 REWARD

2 vouchers for shopping within SmartPay community (ecosystem)

CHANNELS

-

Direct Sales Agent

*Value of vouchers: To Be Discussed

2. FLOW 1st voucher

SCENARIO 1

Download App

Personal Information Verification (ID & SELFIE)

2nd voucher

Link to bank account/ card

Wallet Top-up (100K)

Wallet Top-up (100K)

Personal Information Verification (ID & SELFIE)

Phone number registration + OTP

Link to bank account/ card

SCENARIO 2

Gain 2 vouchers simultaneously

5. COMMUNICATION DURATION

03 Sep – 03 Nov (2 months)

OBJECTIVE

To encourage users (40.000) to register and KYC 1.Verify their personal information (ID & Selfie) 2.Link to their bank account/card & wallet top up

PROMOTION THEME

Users who complete KYC process will receive the prizes - 2 vouchers for shopping within SmartPay community (ecosystem)

SEGMENT

FEC NTB

- Direct Point of Sale CHANNEL, TACTICS & CHANNELS

(POS CC) - DSA: Repayment focus

FEC ACTIVE CUSTOMER

SN NTB

SN LEADS

FEC DECLINED CUSTOMER

- Direct Point of Sale

- Direct Point of Sale

- Direct Point of Sale

(POS CC) - Collector - Call center /TSA

(POS CC & SN Kiosk) - DSA

(POS CC) - Call center/TSA

NATURAL MARKET

- Direct Point of Sale (POS CC & SN Kiosk) - DSA - Mini-activation

Campaign #1.3 Promote Instant Loan & Repayment

INSTANT LOAN & REPAYMENT PROMOTE GAIN 2MIL INSTANT LOAN REPAYMENT WITH CASH BACK

1. OVERVIEW DURATION FOCUSED TARGET LOCATION OBJECTIVE PROMOTION SCHEME

ACTIONS FOR DSA POS CC COLLECTOR CALL CENTER / TSA

1/10 - 31/12 (3 months) FEC NTB - SN NTB - SN Leads FEC active customers FEC declined customers Natural market (20%) Nationwide Boost applying for instant loans & repayment with cash back Get your instant loan in 48 hours just with ID card and Facebook account Save 10,000vnd every month when making repayment in time Gain 30k voucher when finishing registration Gain shopping voucher when finishing KYC Smart (ID & selfie)

- They are informed about the commission fee, monthly best seller prize, campaign grand prize following the sale scheme - Download directly a sale-kit including light photos and short clips which can be easily saved on their phones - Read new posts in their exclusive Facebook group update new user database, tips, advices - Create events or livestream within their group to discuss with each other about real cases and key learning points - They can easily create and follow specific topics using hashtags - Group Admins can read insight report and contact any group member timely in case of problems

*Value of vouchers: To Be Discussed

1. OVERVIEW

ACTIONS FOR FEC NTB + SN NTB + SN LEADS

ACTIONS FOR FEC DECLINED CUSTOMERS

ACTIONS FOR FEC ACTIVE CUSTOMERS ACTIONS FOR NATURAL MARKET (20%)

- Unregistered Users +At direct point of sales, DSA / POS CC introduce about SP while user fill in loan application form +Register an account with mobile numbers +Receive a push rich notification with voucher code to welcome them on board (sign up offer) - Registered Users +Receive push rich notification on weekdays lunch time and grocery food shopping time (4 - 5pm) on weekdays lunch time, night (6 - 9pm) and weekends - Newly declined customer database: best to catch within 72 hours after being rejected by FEC, users receive phone calls from Call Center / TSA on weekdays at lunch time (11:30 - 12:30); or invitation at Direct Point Of Sales - One time bucket declined users: Filter the customer database before approaching +CD: 4 months after being rejected - PL & TW: 3 months after being rejected +Receive a push rich notification including voucher code to welcome them on board (sign up offer) +Receive push rich notification which reminds and give instruction to complete KYC Smartest on weekdays nights 7PM - Users receive invitation from Direct Point Of Sales or Collector on weekdays at lunch time (11:30 - 12:30) - Receive a push notification with voucher code to welcome them on board (sign up offer) - Get to know about SmartPay e-wallet at activation at their manufacturer or campus doors - Receive a push rich notification with voucher code to welcome them on board (sign up offer) - Receive push rich notification which reminds and give instruction to complete KYC Smartest on weekdays nights 7PM

2. FLOW

GAIN VOUCHER 30K

DISCOVER SMARTPAY TROUGH ADS + Sales Agent (DSA, POS CC, Collector, TSA)

VISIT APP STORE LANDING PAGE

DOWNLOAD & INSTALL APP

PHONE NUMBER REGISTRATION

RECEIVE NOTIFICATION WITH VOUCHER CODE TO WELCOME ON-BOARD

SUCCESSFULLY RECEIVE LOAN

RECEIVE PUSH RICH NOTIFICATION TO COMPLETE KYC SMARTEST

PERSONAL INFORMATION VERIFICATION (ID & SELFIE) GAIN SHOPPING VOUCHER

3. COMMUNICATION DURATION

1/10 - 31/12 (3 months)

OBJECTIVE

- Boost applying for loans

PROMOTION THEME

SEGMENT

CHANNEL, TACTICS & CHANNELS

& repayment with cash back

Get your instant loan in 48 hours just with ID card and Facebook account Save 10,000vnd every month when making repayment in time

Gain 30k voucher when finishing registration Gain shopping voucher when finishing KYC Smart (ID & selfie) FEC NTB

FEC ACTIVE CUSTOMER

SN NTB

SN LEADS

FEC DECLINED CUSTOMER

NATURAL MARKET

- Direct Point of Sale

- Direct Point of Sale

- Direct Point of Sale

- Direct Point of Sale

- Direct Point of Sale

(POS CC) - DSA: Repayment focus

(POS CC) - Collector - Call center /TSA

(POS CC & SN Kiosk) - DSA

(POS CC) - Call center/TSA

(POS CC & SN Kiosk) - DSA - Mini-activation

Campaign #1.4 Promote Sign up Offer

SIGN UP OFFER PROMOTE GAIN 30K

1. OVERVIEW DURATION FOCUSED TARGET LOCATION OBJECTIVE PROMOTION SCHEME

ACTIONS FOR FEC NTB + SN NTB + SN LEADS

ACTIONS FOR FEC DECLINED CUSTOMERS

15/9 - 31/10 (6 weeks) + 15/11 - 31/12 (6 weeks) All Nationwide Boost numbers of registration Grab 30k in less than 30s Win-win as you can support your local merchants: —> Power group of 4: You introduce 3 favourite shop owners in your local areas —> Enjoy vouchers together and new opportunities for business growth

- Unregistered Users +DSA / POS CC at Direct Point Of Sales introduce about SP +Register an account with mobile numbers +Receive a push notification with voucher (sign up offer) weekdays lunch time, night (6 - 9pm) and weekends - Registered Users +Receive push rich notification on weekdays lunch time, grocery food shopping time (4 - 5pm), night (6 - 9pm) and weekends - New declined customer: best to catch within 72 hours after being rejected by FEC, Call Center / TSA approach users on weekdays at lunch time (11:30 - 12:30) to know about SP + how to register an account & KYC Smartest process - One time bucket declined users: Filter the customer database +CD: 4 months after being rejected - PL & TW: 3 months after being rejected +Receive phone call from DSA / TSA at 4-5:00PM +Receive push rich notification as reminder + instruction to complete KYC Smartest process on weekdays nights 7PM

1. OVERVIEW ACTIONS FOR FEC ACTIVE CUSTOMERS ACTIONS FOR Natural market (20%)

ACTIONS FOR DSA POS CC Collector Call Center / TSA

- Collector / Call Center / TSA make phone calls on weekdays at lunch time (11:30 - 12:30) to introduce & guide - Receive a push notification with shopping voucher (sign up offer) - At mini-activation, users get to know about SmartPay (manufacturer or campus) - Receive a push rich notification with voucher code to welcome them on board (sign up offer) - Receive push rich notification to complete KYC Smartest on weekdays nights 7PM - Receive invitation to join an exclusive Facebook group - Receive a link to download directly a sale-kit including light photos and short clips which can be easily saved on their phones - At the beginning of everyday, they can read new posts in their exclusive Facebook group from their supervisors which helps to update new user database, tips, advices - They can also create events or livestream within their group to discuss with each other about real cases and key learning points - They can easily create and follow specific topics using hashtags - Grou Admins can read insight report and contact any group member timely in case of problems

2. FLOW

GAIN VOUCHER 30K

DISCOVER SMARTPAY TROUGH Direct Point Of Sale

VISIT APP STORE LANDING PAGE

DOWNLOAD & INSTALL APP

PHONE NUMBER REGISTRATION

RECEIVE NOTIFICATION WITH VOUCHER CODE TO WELCOME ON-BOARD

3. COMMUNICATION DURATION

15/9 - 31/10 (6 weeks) + 15/11 - 31/12 (6 weeks)

OBJECTIVE

- Boost numbers of registration

PROMOTION THEME

Grab 30k in less than 30s Win-win as you can support your local merchants: introduce 3 favourite shop owners in your local areas

SEGMENT

CHANNELS

FEC NTB

FEC ACTIVE CUSTOMER

SN NTB

SN LEADS

FEC DECLINED CUSTOMER

NATURAL MARKET

- Direct Point of Sale

- Direct Point of Sale

- Direct Point of Sale

- Direct Point of Sale

- Direct Point of Sale

(POS CC) - DSA: Repayment focus

(POS CC) - Collector - Call center /TSA

(POS CC & SN Kiosk) - DSA

(POS CC) - Call center/TSA

(POS CC) - DSA - Mini-activation

2018 Activity Focused.

Direct Point Of Sales

1. OVERVIEW DURATION

TARGET AUDIENCE

LOCATION OBJECTIVE SALE SCHEME

PROGRAM & TIMING

Oct 2018 to Dec 2018 - Pre-registration lucky draw (20/08 – 03/09/2018) - KYC Bonus 03 Sep – 03 Nov (2 months) - Instant Loan & Repayment (1/10 - 31/12) - Sign up Offer 15/9 - 31/10 (6 weeks) + 15/11 - 31/12 (6 weeks) - 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

-

Based on referral system Commission fee 20k/ PI 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

-

PROMOTION SCHEME

PROGRAM & TIMING

-

Landing page: Teasing & introducing about SmartPay, collecting database by getting potential users to register their mobile number for app download reservation with promotion Website: Fully introducing SmartPay and its services + promoting all on going promotion

-

KYC: Shopping vouchers (2 vouchers to be given in different stage) for KYC completion Instant Loan & Repayment: Cash back for repayment + Get loan instantly (48 hours after ID & Facebook account provision) Sign up offer: Promotion deal (VND 30k/ successful sign up) Starting 2 weeks before launch and on going Content to be updated to align with products/ services and on going campaigns

2. FLOW (KYC) Gain the first voucher Bluetooth Speaker

SCENARIO 1

Download App

Personal Information Verification (ID & SELFIE)

Gain 1 more voucher for TV

Link to bank account/ card

Wallet Top-up (100K)

Wallet Top-up (100K)

Personal Information Verification (ID & SELFIE)

Phone number registration + OTP

Link to bank account/ card

SCENARIO 2

Gain 2 voucher simultaneously

2. FLOW (INSTANT LOAN & REPAYMENT) GAIN VOUCHER 30K

DISCOVER SMARTPAY TROUGH ADS + Sales Agent (DSA, POS CC, Collector, TSA)

VISIT APP STORE LANDING PAGE

DOWNLOAD & INSTALL APP

PHONE NUMBER REGISTRATION

RECEIVE NOTIFICATION WELCOME ON-BOARD

SUCCESSFULLY RECEIVE LOAN

RECEIVE PUSH RICH NOTIFICATION TO COMPLETE KYC SMARTEST

PERSONAL INFORMATION VERIFICATION (ID & SELFIE) GAIN VOUCHER OF BLUETOOTH SPEAKER

2. FLOW (PROMOTE SIGN-UP OFFER)

GAIN VOUCHER 30K

DISCOVER SMARTPAY TROUGH ADS + Sales Agent (DSA, POS CC, Collector, TSA)

VISIT APP STORE LANDING PAGE

DOWNLOAD & INSTALL APP

PHONE NUMBER REGISTRATION

RECEIVE NOTIFICATION WELCOME ON-BOARD

Exclusive Facebook Group

1. OVERVIEW Duration

Location

Oct 2018 to Dec 2018 - Instant Loan & Repayment (1/10 - 31/12) - POS CC - Call Center/ TSA - SN Kiosk FEC/ SN internal network and eco-system

Objective

-

Empower & motivate our sale force to approach potential users more effectively with referral program

Promotion Scheme

-

Commission fee per PI & Reward for the winner at the end of campaign (amount to be discussed)

Program & Timing

1/ Program: - Different FB group for different users (POS CC/ Call Center TSA/ SN Kiosk). 3 FB groups in total - Usages: Provide new sales materials, tips & updated incentive of referral programs, sale up to date result to push up sales performance & competitive atmosphere

Target Audience

2/ Timing - Will be created & maintained as open forum during campaign period.

- Active aggressively at key moments ( beginning & end of week/ campaign)

2. FLOW Get new sales materials

Get tips Join Exclusive Facebook Group

Compete with each other -> sales harder Get Updated incentive

Get up to date sales report & ranking

Gain incentive/PI Gain final reward Feel proud to be the winner

Mini-activation

1. OVERVIEW DURATION TARGET AUDIENCE LOCATION OBJECTIVE

PROMOTION SCHEME

PROGRAM & TIMING

Oct 2018 to Dec 2018 - Instant Loan & Repayment (1/10 - 31/12) All users To Industrial zone: Thu Duc, Binh Duong, Dong Nai. To University: Van Hien - Build Brand Awareness about SmartPay - Promote Instant Loan & Repayment and encourage user to register and do KYC (Smartest level) Give away merchandise Introduce to user about Instant Loan & Repayment: Cash back for repayment + Get loan instantly (48 hours after ID & Facebook account provision) 1/ Program: - Have mini-activation to introduce and promote to user about Instant Loan + Repayment program along with give away merchandise after that - Have series of video to guide user to register SmartPay and do KYC (From Smart to Smartest level) - List of POSM: T-shirt, cap, helmet, standee, brochure, leaflet, stationaries 2/ Timing - 1/10 - 31/12

2. FLOW (INSTANT LOAN & REPAYMENT)

Mini-activation

Download App

Phone number registration + OTP

Personal Information Verification (ID & SELFIE)

Link to bank account/ card

Receive Brochure/ Leaflet Receive 2M Instant Loan offer with Cash Back Promotion gift

Link to Social Network

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