1. PT Rekan Usaha Mikro Anda (RUMA)
RUMA MARKET INSIGHT
2013
Introduction to RUMA Market Insight Service
www.ruma.co.id
Insight.ruma.co.id
2. 2
Who We Are
Ruma is a social enterprise that leverages innovative
mobile technology solutions targeted to the base of
the pyramid.
3. RUMA Network
3
Ruma empowers 4000+ micro-
entrepreneurs to act as digital
transaction agents, where they can
receive payments for airtime, utilities bill,
and other value added services
4. RUMA builds a network of shops and connects
them with large companies
4
Technology Solutions
RUMA builds a network of
small shop owners..
..equip and empower
them with technology..
..and connect them with
large companies
Telcos
Payments & Financial Services
FMCGs
5. 5
RUMA Market Insight (RMI)
Through its Market Insight division, Ruma works with corporates and
organizations to gain business & market insights through innovative mobile
technology solutions for field data collection, monitoring and analysis
6. We leverage our mobile survey tool to collect field
data..
6
• Capture more data than traditional method
• GPS capture: show where stores are &
geographical pattern
• Pictures: how stores actually look
• E-Survey form: real-time submission
• Capture data in a robust, efficient manner
• GPS and timestamp ensures validity
• Faster data collection; more stores visited
• Back-end translating of pictures to PICOS
& other project KPIs
• Solid background in technology & business
• Ruma ‘s technology team has background
from Yahoo, Oberthur, IBM
• Complemented by business team with
experience from management consulting,
FMCG
7. ..and present meaningful information to you…
Not just raw data dump
Map Dashboard Distribution Metrics Reporting
Illustrative Examples of Dashboards
Time stamp : SU 03/03/2013 -- 14:59:57
Shop Information
• Name : Shahab Store
•Address: : JL. Azalia Raya no 4
Product
• Availability : OK
• Shelf Space : 30%
Promo Materials
• Banner : OK
• Header : Broken
• Divider : OK
9. Ongoing Product Diagnostic
We will help you address your Marketing & Sales
questions to the Bottom-of-Pyramid
9
We specialize in Bottom-of-Pyramid segment
We can help you address various marketing & sales questions
Post launch monitoringNew product development
•Product testing
•Price sensitivity testing
•Response to product design /
features
•Importance of various product
features
•Identifying product strength &
weakness
•Brand awareness / top of mind / trial /
regular use
•Recognition, recall, and reaction to
advertisement campaign
•Brand perception assessment
•Customer responsiveness
•Product & promo material availability
•Sources of information
•Point-of-sale behavior
•Brand penetration
•Share of wallet/warung
•Usage and behavior (in category or
with product)
•Competitive usage/comparisons
•Consumer demographics
•Association of attributes with brands
•Brand perception testing (e.g., word
associations)
10. Testimony: Product Awareness and Use study with
Danone Indonesia
10
“Ruma impressed us with their ability to
design surveys clearly focused on our
business needs and deploy to their
network rapidly and efficiently. We
gained tremendous insight from our
projects with Ruma and look forward to
continuing to work with them"”
-Guillaume,
Brand Manager
16
Top reasons why RU’s do not buy XXX Comparison of potential purchasers
and hardcore non-purchasers:
Where to find XXX?
Potential
Purchasers
Hardcore
Non-purchasers
21
0
15
16
81
XX
XX
XX
XX
XX
35
2
7
18
39
XX
XX
XX
XX
XX
2
2
5
10
11
31
32
XXX
XXX
XXX
XXX
XXX
XXX
XXX
Danone can encourage non-users to purchase by educating them further on the
details of the product and making it more accessible
RUMA’s non-purchasers are generally unaware of the product
benefits and unaware of where to purchase the product
11. We bring you the best team with strong experience
in consulting and market research
Aldi Haryopratomo, CEO / Co-Founder of Ruma
Aldi is co-founder and CEO of Ruma, Bottom-Of Pyramid expert at the Boston Consulting Group. Extensive microfinance
experience in SE Asia. Technical advisor to Tsunami Reconstruction Body in Aceh. Southeast Asian Microfinance Partnerships
Coord. for Kiva.org (2006-2007). Senior Consultant for Ernst and Young (2004-2006). MBA from Harvard Business School
(2009-2011) and BS in Computer Engineering from Purdue Univ. (2000-2004)
Ben Elberger, GM of Business Development
Ben brings microfinance and business dev. expertise as one of early employees at Kiva, a leading global microfinance lender.
Director for Strategic Initiatives (mobile/ICT, higher education lending, agriculture) at Kiva.org (2011). Regional Director for
Anglophone Africa and South Asia at Kiva.org (2006-2010). Stanford University Bachelor’s Degree in Public Policy.
Aussie Haryono, Head of Market Insight
Aussie had extensive business dev and management consulting experience in strategy, marketing, sales, and operations for
telco and FMCG clients. Prior to Ruma, Aussie was VP Bus. Dev. at PT Amstelco Energy & Resources (2012), Consultant at The
Boston Consulting Group (2008-2012), and Analyst at Argus Information & Advisory Services (2006-2007). Aussie holds a MA in
Statistics from Columbia Univ. (2007-2008) and BA in Mathematics-Economics & Psychology from Wesleyan Univ. (2002-2006).
Tita Ardiati , Research Manager – Market Insight
Tita brings statistical and market research expertise across multiple sectors. She was previously Sr. Statistician on Nielsen’s SE
Asia & Greater China Regional Measurement Science Team and Nielsen’s Consumer Panel Service & Customized Research
Service Team. Bachelor’s Degree in Statistics, Universitas Padjajaran
Stevenlie Satryaputra, Research Manager – Market Insight
Stevenlie brings strategy consulting and operations experience in retail / FMCG sector. He was previously Jr. Associate at The
Boston Consulting Group, and Customer Team Finance Manager at Procter & Gamble Indonesia. World Champion of Danone
Trust Business Competition. Bachelor in Economics & Business, Universitas Indonesia
11
