Payoneer Case Study

Highlights of Assignment: Payoneer is looking to expand into a new business line, i.e. a subscription only
financial news magazine for its customers. This will be targeted at SMBs across the SAMENA region.

Case Scope: Please ascertain whether Payoneer can reach the goal of $5 million in revenue in the first year.
Also, lay down the steps for this launch.

Assumptions:

Customers: Payoneer’s existing customers & New customers (Includes any new customer interested to buy
Payoneer financial news magazine)

*New customers are included in this assignment with an assumption and consideration; i.e. new business line
of a company will benefit with higher reach out and bigger customer base.

Name of the Magazine: (Yuval Tal cross border trade – CBT)

Tagline: Empowering Global Commerce

Mode of reading: Android App, IOS App, Web based & Print

Channel of sales: App sales, Web sales, E-commerce website (Like Amazon), etc.

Partner and association: Partner with public governing official bodies

Customer buying behaviour: Most customers are reluctant to buy a new, as customers have already
subscribed to other financial magazine, expect free or minimal cost associated to new products from Payoneer,
expect exclusivity

*Number of issues is subjected to a strategic call, can be limited to weekly, 12/24 issues

Facts and way forward:

When to Launch:

Just before the beginning of financial year giving an analyst view on SAMENA past & upcoming Economy
Or

Mid of financial year (where most people are looking at investment, in up/down economy)

Subscription model:

Payoneer CBT Subscription Model

Type Price Duration Digital / Print
Existing Customer Trial $10 2 Issues D
Monthly $25 2 Issues D+P
Annual $249 24 Issues + 3 Bonus D+P
New Customers Trial $20 2 Issues D
Monthly $35 2 Issues D+P
Annual $349 24 Issues + 3 Bonus D+P
  With above model we need 20080 subscribers of the existing list to reach the $5 Million goal
 Magazine Issues go out once every 15 days
 Bonus issues will cover half yearly review and prediction of the upcoming half year of the financial
year it is released in
 New customer, to get $50 (Instead of $25, existing Payoneer model) on successful registration for
Payoneer CBT platform (All existing terms to be in place)

Issues topic: Financial Debates, Economy outlook, Current Issue, World Stock Market, Cross border trade
trend, Economy Shift, Interviews, Start-up’s section, etc.

Target percentage area wise subscription:

Target Area % Distribution Scale
SA 50%
ME 30%
NA 20%
 Base for scale as 1 million customer (Prospects)

Marketing Strategy: It will cover

 channels of creating awareness

 Trial cost model and subscription model to attract more audience
 Partner and associations, to create and establish as a trusted brand & brand value

2 free issues for all registered users (Payoneer customers + New customers) and then billed annually or
monthly, partner with Public space authorities (hospitals, airlines, airport authority, educational institutes),
partner with government official bodies, Live webinars, YouTube channel, FB, Insta and google adds

Loyalty program: Reduced Price, refer a friend and get an extra issue (Both parties)

The Launch: Will consist of Pre-Launch strategy, Launch Strategy, and Post-Launch Strategy

Pre-Launch: Viral burst of Payoneer upcoming product offering (Financial magazine) short video adds and
teaser banners (Digital and Prints)

Launch: Grand Launch event, in association with each country financial governing bodies and/or at a financial
forum (Event) covering maximum countries under SAMENA region

Post-Launch: Continue with the loyalty program and Digital adds outreach program

Conclusion:
Scenario 1: $5 million in revenue is an achievable goal, if we consider best case scenario, where Payoneer
has a minimum of 20080 SMB customers in the SAMENA region and all of whom are opting in to subscribe
for the Payoneer Financial magazine.

Scenario 2: In reality and/or considering worst case scenario (Payoneer has low count of SMB customers in
SAMENA region with interest to buy a subscription for the Payoneer financial magazine).
$5 million in revenue is a stretched goal (If we consider only Payoneer existing customers), thus an inclusion
of new customers (Individuals, Brands, Public bodies, Transport authorities, etc.) will help in achieving the
goal and greater brand value.