Campus Challenege

Sales, Case 2

Kiko Sales
Team : Blind Darts
Members : Prateek Jain, Mudit Yadav, Kritika Tyagi
 Case Analysis
Funding Selling Situation Marketing Strategy
Organisation Structure Environment
$293.4M Specialisation High Uncertainity
Target Industry - Food & Real Estate

Series C funding
Task Performance obj. Value Proposition
Investors : 15 Non Routine Adaptiveness
Increased CTR
Greater Traffic -> Inc. awareness
Organisatinasational Buyer behaviour
Increased Search Accuracy
Buying Situation Buying Centre Greater search acc. = relevant traffic to
website -> Increased targetting

Meero has taken over

New Task Buying Users - Marketing dept
New customer Acqui- Influencers - CTO, CEO
Smaller storage size
sition, Extensive fast loading -> imp. Customer Experi-
Deciders - VP Marketing
problem solving ence, low storage cost

Strategic Bus. Unit

Buying Process Buying Needs Existing Market New Market

New Product
Customer recognises Increased Traffic Product Development Diversification
Premium Other Industries
photography
Kiko Blind need, Product demon- Increased Sales Food and Real Estate
High RIsk, High Uncer-
stration through Pilot Reduced Cost Levarage existing
Improved User Exp. relations tainity

Product portfolio Industry presence

Selling Strategy Niche Marketing
Kiko Real Estate
My Business Food Personal Selling Narrow Market - Few customers
Corporate Few buyers, High importance cust High Percieved Differentiation Required
My Academy
E-commerce Specialist Salesforce Few competitors => Premium Service
Blind Magazine Cost is not a differentiator
Experience Complex product -> product specific training
Retail
 Account Targetting Strategy
Food Industry Real Estate

Account
Type
India Indonesia Philippines Singapore India Indonesia Philippines Singapore

Key
Accounts
10,000 + 500,000
>1500 Merchants Valuation
Highest 900,000
Restaurants Listings
>500 in SE Asia 10 Billion Listings 140,000 400,000
80 mil. Val.- 3.25 down.
Valuation Listings Listings
users Billion $ 187 Cities Photo service for Super Funding -
120 mil. $ 10 Billion Funding - Funding -
Img. - user reviews 8 Countries parnters - $10/ph app.
10 mil. $ 654 mil. $

Target Global Trend - Global Trend -

Accounts User penetration Expected revenue

will be 2.4% in growth, CAGR 600,000 50,000 100,000 200,000
115,000 global Highest Listings Listings
2020 and is 2020-2024- 23.7%, Listings Listings
Restaurants down.
expected to hit projected market
Food Funding Funding Funding Funding
4.9% by 2024. value - US $161m, Cities -
app. 41 mil. $ 560 mil. $ 56 mil. $ 560 mil. $
2024. 1 35

Mainte- Global Trend OLX Indo

Revenue in the
nance 80,000
Platform-to-Con- 40,000 150,000
Accounts 550,000 Restaurant
160 +
sumer Delivery Listings Listings
Merchants 300,000
segment is
Kitchens 500 Cities Listings
74 Cities projected to 100,000 Funding Funding
13 Markets
2nd highest
reach US$1,088m Listings 1 mil. $ 100 mil. $
Val.- 525 Funding
in 2020. Photo service
Million $ market share 46 mil. $
for parnters
 Sales Strategy
Sales Cycle
Accounts Relationship Strategy Sales Strategy Sales Effort

Key Accounts Customized offering Personalized meet

(High Revenue Potential) Collaborative Relationship Email - Ph. Calls - Meet
Cost of Acq. : High
Sales Cycle -> 5.5-8 months
Differentiated customer Consultative - Identify
Customized offering
Target Accounts require customized offering unique individual needs
(Med. Revenue Potential)

Solutions Relationship Need satisfaction Virtual meet

Maintenance Sales Cycle -> 5-6 months Cost of Acq. : Medium Email - Virtual Meet
(Low Revenue Potential)
Standard offering Standard solutions Existing Product

Sales Flow Diagram

Customer

Sales Team Contacts Agrees to sales Involves deciders Customer Evalu-

the Customer meeting and stakeholders ates Solution
Sales force Structure

National Sales Manager

Customer is quali- Discover / Needs Pilot solution Customer
Sales

fied, cont. Assesment implementation decides to buy ? Kiko Sales Manager

Yes
Food Industry Real - Estate
Account

Kick - Off Training of AI through Full Scale Result

implementation cust. data deployment assessment Country Sales Man. Country Sales Man.

Salesforce - 2/nation Salesforce - 2/nation

 Pricing & New Verticals
New Verticals
Pricing Structure Licensing fee -> 50,000 $ + 0.17 $ / img. E-commerce / Fast Fashion
78% of online shoppers want photographs to bring products to life
Czech Republic’s second-largest e-commerce retailer, has seen a 9.46%
increase in sales on pages with bigger product images
Potential
Customers

Stock Image website

The image sharing and social pinboard site Pinterest, had around 12
percent share in India's desktop social media market as of April 2020

Monthly donwnloads - 118,385 Active user base - 335 million (2019)

Potential
Customers
50,000 img / month
Hotel Chains / Online Travel Advisor
TripAdvisor published findings stating that when compared to hotels
without photos, hotels with at least one photo saw a 138% increase in
travel engagement
By category, the enhanced
images show significant improve- Potential
ment of 27.4% (in CTR) for food Customers
images, 16.9% on fashion images.

Video Streaming
Pandemic is causing increased network usage, as people need a stable
Revenue/Customer
connection to work, study, and entertain themselves. Hence, providers
COGS
Gross Margin
are trying to contain by reducing the quality of their service.
Product Expenses
Corporate Expenses
Sales & Gen. Admin.
Total Expenses
Reduced the default Reduced bandwidth by
Net margin
video quality to 480p about 25%

Potential
Customers
 Campus Challenege

Thank You
Appendix
https://www.hospitalitynet.org/file/152008555.pdf
https://www.revfine.com/travel-industry/
https://www.statista.com/outlook/374/119/online-food-delivery/india
https://limetray.com/blog/importance-of-professional-food-photography-for-your-restaurant/
https://www.techinasia.com/asian-fusion-tech-transformed-business-food-southeast-asia
https://www.statista.com/outlook/376/100/platform-to-consum-
er-delivery/worldwidehttps://www.wordstream.com/blog/ws/2020/04/06/google-ads-benchmarks-during-covid-19