I have done this yearly planning deck for deliveroo interview LONG Back ago. I put a significant effort, so let me share it here. The context behind is (as of at that time): - when deliveroo recently came to singapore, they looked for a paid social advertising expert and also marketing technology focused who can expand their business in australia, middle east. So based on that, what i did is - Define what's the objective for each market ( consistent growth, or acquisition focused or initial awareness) - Define Marketing channels, what could be the target metrics - Marketing Landscape (current cost, forecasted expenditure) - Unit Economics based (LTV, frequency, breakeven analysis) - Finally some tools recommendation to run the marketing

1. -JK BASEER
PAID
SOCIAL
STRATEGY

2. Execu3ve Summary
§ Each country (SG, HK, UAE, SAU) is unique and should be treated
differently
§ Localized marke3ng strategy per country is a must recommended
§ Channel Wise: TwiOer is one of the preferred channel in UAE users,
Facebook network tops across all countries.
§ Pla-orm: Except AU, other markets mobile app penetra3on is high.
So the weightage of focus on mobile web for AU should be higher
than mobile app comparing with other countries
§ Audience: Students, Gamers and Tech people are the early adopters
to online services (our first preferred target audience)
§ Communica5on: Each market ad crea3ve should be unique to their
culture and seasons. Not one fit for all. (For Example: Halal symbol
on UAE is a great add on value)
§ Crea5ve Type: Video and Story type crea5ve like carousel are
outperforming CTR

3. Channels SG HK
AU*
(SYD & MEL)
UAE
(Dubai)
Ac3ve Internet Users /
Penetra3on
4.7 Mil 6.2 Mil
21.2 Mil 8.8 Mil
Ac3ve Social Media Users 3.9 Mil 5.0 Mil 15.0 Mil 6.3 Mil
Ac3ve Mobile Social Users 3.7 Mil 4.5 Mil 13.0 Mil 5.6 Mil
Top Social Media
Channels
FB
IG
Youtube
TW
FB
IG
Youtube
FB
IG
Youtube
FB
IG
TW
Youtube
CPInstall (SGD) $4 $3.5 $4 $2.5
CPClick (USD) $0.57 $0.47 $0.67 ##
Ad Click to Order CR High High Medium Medium
Other Biggest Mobile
Vendors
Google Mobile, Avazu, MobVista, InMobi, Yeah-Mobs,
IronSource, LihOff, AppLovin & Glispa
Compe3tors UberEats,
Foodpanda
Foodpanda Delivery Hero
Foodora
MenuLog
UberEats
Talabat,
Zomato,
FoodonClick
• Ac3ve Internet Users , Social, Mobile Social numbers will help us to find the market share
and Satura3on point for strategy. Hence we can always use this to review the exis3ng
strategy
• Example: AU social media usage is less than 50% of the total ac3ve internet, which means
social channels are not enough to reach the mass audience
• Top Social Media & Mobile vendors has been listed according to Power ranking by
AppsFlyer 2016 report
• CPI, CPC, EST. CPO are industry benchmarking data
* AU numbers are overall AU and not SYD & MEL
MARKET / LANDSCAPE
Source: Wearesocial.com Jan&Sept 2016, Facebook.com, Nanigans, Appsflyer & Other industry
benchmarks

4. OBJECTIVE / WAY
Objec5ve >> Build Brand Awareness Order Acquisi5on
Focus Build brand voice and acquiring
new users. Heavily supported by
paid social adver3sing
Increase buyer conversion rate
through customized targe3ng,
personalized crea3ve and
funnel op3miza3on.
Markets All Markets ( SG, HK, AU, UAE)
Ac3vi3es Video and story based crea3ve
through Social channels
Personalized Dynamic Product
Retarge3ng across each user
funnel through social and
retarge3ng inventory
Main KPI CPI for mobile app CPA for Mweb and App
Secondary KPI CPC for Mweb, Engagement Level LTV, ARPU & Churn Rate
• Objec<ves are men<oned here according to the informa<on provided by you, Adrien
• Hence no plans has been made for Reten<on or Loyalty.
• Ac<vi<es and KPI are customized according to Awareness/Acquisi<on
Approach by
Pla-orm
Similar
Targe5ng -
channels
Unique
Targe5ng
Crea5ve Type Other Tools
Facebook & Instagram Custom audience,
Lookalike
Local places
targe3ng,
By Birthday,
Video Unit, Carousel
Ad unit,
- Cross Channel
retarge3ng
- Cross plaoorm
retarge3ng
TwiOer Custom audience,
Similar Audiences
Follower Targe3ng,
App categories,
Live Events/
Fes3val based
targe3ng
Carousel , Video
Units
Google Mobile Keywords,
Universal App,
Youtube units
Compe3tor
Keywords on
playstore
Bumber Ads,
TrueView
• Each channel is unique in nature and has its own unique targe3ng and ad units which can be used for our
business.
• Spanning across and mixing with different channels help us finding new sets of audience and stories.
• Cross plaoorm and Cross Channel retarge3ng are the perfect solu3on for mobile web and mobile app based
business.

5. STRATEGY
Budgets Across Channels SG HK
AU
(SYD & MEL)
UAE
(Dubai)
Facebook & IG 65% 75% 65% 40%
TwiOer 10% 5% 15% 40%
Google Mobile 15% 15% 15% 15%
Other Vendors 10% 5% 5% 5%
The alloca3on has been made based on the channel Power Ranking (calculated using
inventory size and Reten3on rate) published by Appsflyer .
* However, budget alloca<ons should always be approached with a flexible mindset. Re-
alloca3ons must be done a monthly basis based on performance.
Budgets Across Quarters SG HK
AU
(SYD & MEL)
UAE
(Dubai)
Q1 25% 25% 30% 20%
Q2 20% 20% 20% 30%
Q3 25% 25% 20% 20%
Q4 30% 30% 30% 30%
The alloca3on has been es3mated considering the days of holidays, Local fes3vals, sports
ac3vi3es,etc.
For Example: Australia>
Q1 (Australian Day across Na3on; Sydney-Tropfest, BigDay out, Mardi Gas,; Melbourne -
Moomba Fes3val, AU Grand Prix)
Q3( Melbourne-AFL Grand Final); Q4 ( New Year & Christmas fes3val across Na3on;
Melbourne - Melbourne Cup
* Usually Ecommerce sales are affected on the public holidays <me but I assumed its different
for food delivery. Hence the alloca<on has been given high on the holiday/events <me.
However the alloca<on will be adjusted analyzing deliveroo user data

6. STRATEGY / OUTCOME
Expected Results SG HK
AU UAE
(SYD & MEL) (Dubai)
If Budget = 100,000 100,000 100,000 100,000
# of Installs 25,000 28,571.43 25,000.00 40,000
Order conversion rate 4.0% 4.0% 3.5% 2.5%
Orders 10,00 1,142 875 1,000
AOV 60 60 60 80
Revenue 60,000 68,571 52,500 80,000
Profit Margin % 5% 5% 5% 5%
Frequency per Year 36 36 36 36
LTV on first year 2,160,000 2,468,571 1,890,000 2,880,000
Profit 108,000 123,429 94,500 144,000
Breakeven aher __ of orders 33.5 29.2 38.1 25.0
• # of installs of has been calculated using the Budget divided by Industry CPI
• Margin, AOV & Frequency is just an assump3on
• LTV = (AOV)*(Frequency)*52
• While applying the real number, we will be able to decide whether any channel or country is
making profit on marke3ng spend made
• Breakeven Analysis will be done regularly to review each channel and market performance.
TOOLS CATEGORY USE CASES
Apsalar Mobile Measurement Partner AOribu3on & Cohort tools for Paid campaigns
Localy3cs Mobile App Behaviour and
Audience crea3on
In App behavior analy3cs, Marke3ng-push,
Audience crea3on and export to social tools
for targe3ng
Branch.io Deeplinking & Referral across
Social, EDM, SMS,etc
<<Refer the category
SuperMetrics Repor3ng in Google Sheets A Simple tool to bring all adver3sing data and
create a paid marke3ng dashboard in google
sheet. #Report #Automa3on
AppAnnie Market Intelligence Market Data, Compe3tor intelligence, ASO
op3miza3on, etc
Nanigans Marke3ng Automa3on Adver3sing and automa3on across social,
Mobile DSP & AdX

7. Thank you!
jkbaseer@gmail.com