KEMIEX

2021
BRAND AUDIT

STRATEGIC PROPOSAL
AGENDA

01 ANALYSIS

Category Tree 02 DIAGNOSIS

Competitors
Key Success Factors
Customers
Distinctive Competencies
03 STRATEGY
Portfolio Analysis
Challenges Overview Objectives

Implementation
ANALYSIS

2021
STRATEGIC PROPOSAL
CATEGORY ANALYSIS
CATEGORY TREE

Trading
Solutions
CATEGORY ANALYSIS
CATEGORY TREE

Online
Trading Solutions

Trading
Solutions Offline
Trading Solutions
CATEGORY ANALYSIS
CATEGORY TREE

Marketplace
Solutions

Online
Trading Solutions
Collaborative
Workspace
Trading
Phone Call
Solutions Offline
Trading Solutions
In-Person
CATEGORY ANALYSIS
CATEGORY TREE

B2B
Marketplaces

B2C
Marketplace Marketplaces
Solutions
C2C
Online Marketplaces
Trading Solutions
Collaborative
Workspace
Trading
Phone Call
Solutions Offline
Trading Solutions
In-Person
CATEGORY ANALYSIS
CATEGORY TREE

Vertical
Marketplaces

B2B
Marketplaces Horizontal
Marketplaces
B2C
Marketplace Marketplaces
Solutions
C2C
Online Marketplaces
Trading Solutions
Collaborative
Workspace
Trading
Phone Call
Solutions Offline
Trading Solutions
In-Person
CATEGORY ANALYSIS
Chemical Raw
CATEGORY TREE Materials
Marketplaces
Vertical
Marketplaces

B2B
Marketplaces Horizontal
Marketplaces
B2C
Marketplace Marketplaces
Solutions
C2C
Online Marketplaces
Trading Solutions
Collaborative
Workspace
Trading
Phone Call
Solutions Offline
Trading Solutions
In-Person
COMPETITOR ANALYSIS
https://www.chemanager-online.com/restricted-files/173920

CHEMICAL MARKETPLACE CONTEXT

Kemgo
Kemiex

Chem2Market
iChemical
Ecplaza
IndiaMart
Chemondis
HiSupplier
Chemdirect
Echemi
TradeSparq
Knowde
Alibaba
OKChem
World of Chemicals
Molbase
Carbanio
0 2,000,000 4,000,000 6,000,000
COMPETITOR ANALYSIS https://www.chemanager-online.com/restricted-files/173920

CHEMICAL MARKETPLACE CONTEXT

Most chemical marketplaces Most chemical marketplaces Most chemical marketplaces

were founded in offer up to offer products from up to

2016 10,000 25,000

products suppliers

Number of Founded Chemical Marketplaces per Year

COMPETITOR ANALYSIS
COMPETITORS BY CLUSTERS

Generalized Specialized
Chemical E-Commerce Platforms Data-Insights Driven Trading Platforms

World of Kemiex
Chemicals Chemondis
OKChem Kemgo
Molbase Chemdirect
Carbanio iChemical
Alibaba
MEET THE CONSUMERS

BUYERS SUPPLIERS

Pharmaceutical Veterinary Pharmaceutical Integrated Feed

Trader Pharmaceutical Raw Material Supplier
Distributer Supplier

Raw Materials
Raw Materials Vet Product Ingredient
Supplier for Vet,
Importer for Vet, Manufacturer Manufacturer
Feed, Food
Feed, Food
Veterinary
Contract Lab Broker Pharmaceutical
Manufacturer

https://kemiex.com/
MEET THE CONSUMERS
 PORTFOLIO ANALYSIS - PRODUCT CATEGORY
*PC A - CHEMICALS INDUSTRY B2B ONLINE
MARKETPLACE
Existing Product Category (B2B Marketplaces - $6.7 trillion)

- Growth rate +
Existing Geographic Market (U.S.)

PC A*

0.4%

- Growth rate +
- Market Share +
https://www.applicoinc.com/blog/marketplaces-are-the-next-big-thing-in-b2b-chemical-distribution/ https://www.digitalcommerce360.com/2019/10/31/global-b2b-e-marketplace-sales-could-hit-3-6-trillion-in-five-years
PORTFOLIO ANALYSIS - PRODUCT (BRAND)
Existing Product Category (Chemical Industry B2B Online Marketplace)

- Growth rate +
KEMIEX
Existing Geographic Market (U.S.)

4%

- Growth rate +
- +
Share of Offers (based on number of offers)
https://www.chemanager-online.com/restricted-files/173920
DIAGNOSIS

2021
STRATEGIC PROPOSAL
KSF & DISTINCTIVE COMPETENCIES
KSFs

System & Service Information Consumer Valuable

Quality Quality Loyalty Partnerships

Data Insights SGS and Atradius

ASSET

Data Insights on Adaptable Software

DC -

Up-To-Date Software Industry News and Collaboration

Private Portal Price Trends

Adoption of Cross-Industry
NEEDED

PrivatePortal Partnerships
DC -

Based on company information kemiex.com

KSF & DISTINCTIVE COMPETENCIES
KSFs

System & Service Information Consumer Valuable

Quality Quality Loyalty Partnerships

Data Insights SGS and Atradius

ASSET

Data Insights on Adaptable Software

DC -

Up-To-Date Software Industry News and Collaboration

Private Portal Price Trends

Adoption of Cross-Industry
NEEDED

PrivatePortal Partnerships
DC -

Based on company information kemiex.com

KSF & DISTINCTIVE COMPETENCIES
KSFs

System & Service Information Consumer Valuable

Quality Quality Loyalty Partnerships

Data Insights SGS and Atradius

ASSET

Data Insights on Adaptable Software

DC -

Up-To-Date Software Industry News and Collaboration

Private Portal Price Trends

Adoption of Cross-Industry
NEEDED

PrivatePortal Partnerships
DC -

Based on company information kemiex.com

CHALLENGES & IMPACT

CHALLENGES DATA IMPACT TIME

Customer's Customers are reluctant to perform

HIGH SHORT TERM
Resistance to Change business practices digitally.

Kemiex is non-relevant in the industry, with

Market Share only a minor market share of 4 percent. HIGH SHORT TERM

Increasing your B2B customer retention

Customer Retention rates by just 5% can increase overall HIGH MEDIUM TERM
profits by 25% to 95%

Brand awareness brings customers into the

Brand Awareness platform. paves the way to market MEDIUM MEDIUM TERM
dominance.
The majority of Kemiex's competitors host a
Materials & Providers larger number of suppliers that offer a MEDIUM MEDIUM TERM
broader variety of materials.
CHALLENGES & IMPACT

CHALLENGES DATA IMPACT TIME

Customer's Customers are reluctant to perform

HIGH SHORT TERM
Resistance to Change business practices digitally.

Kemiex is non-relevant in the industry, with

Market Share only a minor market share of 4 percent. HIGH SHORT TERM

Increasing your B2B customer retention

Customer Retention rates by just 5% can increase overall HIGH MEDIUM TERM
profits by 25% to 95%

Brand awareness brings customers into the

Brand Awareness platform. paves the way to market MEDIUM MEDIUM TERM
dominance.
The majority of Kemiex's competitors host a
Materials & Providers larger number of suppliers that offer a MEDIUM MEDIUM TERM
broader variety of materials.
CHALLENGES & IMPACT

CHALLENGES DATA IMPACT TIME

Customer's Customers are reluctant to perform

HIGH SHORT TERM
Resistance to Change business practices digitally.

Kemiex is non-relevant in the industry, with

Market Share only a minor market share of 4 percent. HIGH SHORT TERM

Increasing your B2B customer retention

Customer Retention rates by just 5% can increase overall HIGH MEDIUM TERM
profits by 25% to 95%

Brand awareness brings customers into the

Brand Awareness platform. paves the way to market MEDIUM MEDIUM TERM
dominance.
The majority of Kemiex's competitors host a
Materials & Providers larger number of suppliers that offer a MEDIUM MEDIUM TERM
broader variety of materials.
CHALLENGES & IMPACT

CHALLENGES DATA IMPACT TIME

Customer's Customers are reluctant to perform

HIGH SHORT TERM
Resistance to Change business practices digitally.

Kemiex is non-relevant in the industry, with

Market Share only a minor market share of 4 percent. HIGH SHORT TERM

Increasing your B2B customer retention

Customer Retention rates by just 5% can increase overall HIGH MEDIUM TERM
profits by 25% to 95%

Brand awareness brings customers into the

Brand Awareness platform. paves the way to market MEDIUM MEDIUM TERM
dominance.
The majority of Kemiex's competitors host a
Materials & Providers larger number of suppliers that offer a MEDIUM MEDIUM TERM
broader variety of materials.
CHALLENGES & IMPACT

CHALLENGES DATA IMPACT TIME

Customer's Customers are reluctant to perform

HIGH SHORT TERM
Resistance to Change business practices digitally.

Kemiex is non-relevant in the industry, with

Market Share only a minor market share of 4 percent. HIGH SHORT TERM

Increasing your B2B customer retention

Customer Retention rates by just 5% can increase overall HIGH MEDIUM TERM
profits by 25% to 95%

Brand awareness brings customers into the

Brand Awareness platform. paves the way to market MEDIUM MEDIUM TERM
dominance.
The majority of Kemiex's competitors host a
Materials & Providers larger number of suppliers that offer a MEDIUM MEDIUM TERM
broader variety of materials.
STRATEGY

2021
STRATEGIC PROPOSAL
STRATEGIES ranked by impact & time

CHOSEN STRATEGIES Buyer-Supplier Improve Informational & Educational Execute SEM

Referral Programs Content at Service Touchpoints campaigns
OBJECTIVES

Increase Market
Penetration

Increase Customer
Acquisition

Upsell PrivatePortal

Increase "Mental
Availability" of Kemiex

Diversify Providers Base

& Materials Available
STRATEGIES ranked by impact & time

CHOSEN STRATEGIES Buyer-Supplier Improve Informational & Educational Execute SEM

Referral Programs Content at Service Touchpoints campaigns
OBJECTIVES

Increase Market
Penetration

Increase Customer
Acquisition

Upsell PrivatePortal

Increase "Mental
Availability" of Kemiex

Diversify Providers Base

& Materials Available
STRATEGIES ranked by impact & time

CHOSEN STRATEGIES Buyer-Supplier Improve Informational & Educational Execute SEM

Referral Programs Content at Service Touchpoints campaigns
OBJECTIVES

Increase Market
Penetration

Increase Customer
Acquisition

Upsell PrivatePortal

Increase "Mental
Availability" of Kemiex

Diversify Providers Base

& Materials Available
STRATEGIES ranked by impact & time

CHOSEN STRATEGIES Buyer-Supplier Improve Informational & Educational Execute SEM

Referral Programs Content at Service Touchpoints campaigns
OBJECTIVES

Increase Market
Penetration

Increase Customer
Acquisition

Upsell PrivatePortal

Increase "Mental
Availability" of Kemiex

Diversify Providers Base

& Materials Available
STRATEGY 1

Buyer-Supplier
Referral Program
STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM
THE CONTEXT: REFERRAL PROGRAMS IN B2B

Context Benefits

Leads at a cheaper cost than other marketing

A trusted recommendation carries a lot of weight in B2B
channels
purchases

Leverage existing credibility and relationships of 37% higher customer retention rate
industry players.

Sources: Forbes, UsefulSocialMedia, Influitive , Extole study

STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM
THE SOLUTION

Plan Refer 2 buyers or suppliers to join the marketplace

Benefit for you: 30-day upgrade to Standard Plus

For Standard Subscribers
Benefit for referees: 30-day free plan (Standard)

For Standard Plus & Benefit for you: 30-day upgrade to PrivatePortal
Professional Subscribers Benefit for referees: 30-day free plan (Standard)

Conditions
The referees have to pass the validation process
and perform at least one trade on the Kemiex platform
STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM
THE IMPLEMENTATION: COMMUNICATION

Email for current Kemiex users

STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM
THE IMPLEMENTATION: COMMUNICATION

Email for current Kemiex users

STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM
THE IMPLEMENTATION: COMMUNICATION

Email for current Kemiex users

STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM
THE IMPLEMENTATION: COMMUNICATION

Email for current Kemiex users

STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM
THE IMPLEMENTATION: COMMUNICATION

Email for current Kemiex users

STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM
THE IMPLEMENTATION: COMMUNICATION

Email for current Kemiex users

 MAKE TRADING TWICE AS NICE.
TRADE WITH TRUSTED PARTNERS.

GET A
FREE 30-DAY
PLAN UPGRADE ENTER THE PROMOTION BY SCANNING
THE ABOVE QR CODE OR VISITING

FOR 2 REFERRALS* KEMIEX.COM/REFERRALS

*TERMS AND CONDITIONS APPLY. PROMOTION CAN ONLY BE APPLIED ONCE. FOR MORE INFORMATION PLEASE VISIT WWW.KEMIEX.COM/REFERRALS
STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM
THE IMPLEMENTATION: COMMUNICATION

Pop Up Message

CTA
Plan Refer 2 buyers or sellers to join the marketplace

Benefit for you: 30-day upgrade to Standard Plus

For Standard subscribers

Explanation
Benefit for referees: 30-day free plan (Standard)

For Standard Plus & Benefit for you: 30-day upgrade to PrivatePortal
Professional subscribers Benefit for referees: 30-day free plan (Standard)

Conditions
The referees have to pass the validation process
and perform at least one trade on the Kemiex platform
STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM
THE IMPLEMENTATION: COMMUNICATION

Thank you for your decision to be a part of something bigger!

Join Kemiex global

trading platform for
Thank you for your decision to be raw materials in Food
a part of something bigger! Feet, Vet and Pharma.

1. Share this QR code or the link

with your clients
2. Refer Kemiex
3. Get a free 30-day plan upgrade
Kemiex.com/referals/22341

Share QR CODE or LINK with 2 buyers or

sellers

Unique QR Code Sign-Up Page

AFFECTED CHALLENGES
STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM

Resistance to Change Materials & Providers Customer Retention Brand Awareness

Penetration Rate
Budget Metric Upsell Conversion Rate
# Of Product Offerings
AFFECTED CHALLENGES
STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM

Resistance to Change Materials & Providers Customer Retention Brand Awareness

Penetration Rate
Budget Metric Upsell Conversion Rate
# Of Product Offerings
AFFECTED CHALLENGES
STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM

Resistance to Change Materials & Providers Customer Retention Brand Awareness

Penetration Rate
Budget Metric Upsell Conversion Rate
# Of Product Offerings
AFFECTED CHALLENGES
STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM

Resistance to Change Materials & Providers Customer Retention Brand Awareness

Penetration Rate
Budget Metric Upsell Conversion Rate
# Of Product Offerings
AFFECTED CHALLENGES
STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM

Resistance to Change Materials & Providers Customer Retention Brand Awareness

Penetration Rate
Budget Metric Upsell Conversion Rate
# Of Product Offerings
AFFECTED CHALLENGES
STRATEGY 1: BUYER-SUPPLIER REFERRAL PROGRAM

Resistance to Change Materials & Providers Customer Retention Brand Awareness

Penetration Rate
Budget Metric Upsell Conversion Rate
# Of Product Offerings
STRATEGY 2

Improve Informational and

Educational Content at
Service Touchpoints
STRATEGY 2. IMPROVE INFORMATIONAL AND
EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS
THE CONTEXT: CUSTOMER EDUCATION
STRATEGY 2. IMPROVE INFORMATIONAL AND
EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS
THE CONTEXT: WEBSITE UX
STRATEGY 2. IMPROVE INFORMATIONAL AND
EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS
THE IMPLEMENTATION: WEBSITE LANDING PAGE

Powerful
Hero
Opener
Shot

USP
Discard
Slideshow

24/7
Support Chat
STRATEGY 2. IMPROVE INFORMATIONAL AND
EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS
THE IMPLEMENTATION: WEBSITE LANDING PAGE

Benefits of
LinkedIn Trading Online
Video

CTA
STRATEGY 2. IMPROVE INFORMATIONAL AND
EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS
THE IMPLEMENTATION: WEBSITE LANDING PAGE

Product
Floating
Showcase
CTA

Collaborators
STRATEGY 2. IMPROVE INFORMATIONAL AND
EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS
THE IMPLEMENTATION: WEBSITE LANDING PAGE

Competitive
Advantages

Kemiex vs. Competitors

Video
STRATEGY 2. IMPROVE INFORMATIONAL AND
EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS
THE IMPLEMENTATION: WEBSITE LANDING PAGE

Product Page
Page for
Moved to
Suppliers
Buyers Page Forum
Section
Page for Buyers
STRATEGY 2. IMPROVE INFORMATIONAL AND
EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS
OTHER PROBLEMS TO ADDRESS

Varying "Request Demo" Forms Language Inconsistency

AFFECTED CHALLENGES
STRATEGY 2: IMPROVE INFORMATIONAL AND EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS

Resistance to Change Market Share

Penetration Rate
Budget Metric
Acquisition Rate
AFFECTED CHALLENGES
STRATEGY 2: IMPROVE INFORMATIONAL AND EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS

Resistance to Change Market Share

Penetration Rate
Budget Metric
Acquisition Rate
AFFECTED CHALLENGES
STRATEGY 2: IMPROVE INFORMATIONAL AND EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS

Resistance to Change Market Share

Penetration Rate
Budget Metric
Acquisition Rate
AFFECTED CHALLENGES
STRATEGY 2: IMPROVE INFORMATIONAL AND EDUCATIONAL CONTENT AT SERVICE TOUCHPOINTS

Resistance to Change Market Share

Penetration Rate
Budget Metric
Acquisition Rate
STRATEGY 3

Execute SEM Campaigns

STRATEGY 3: EXECUTE SEM CAMPAIGNS
THE CONTEXT
STRATEGY 3: EXECUTE SEM CAMPAIGNS
THE CONTEXT: WEBSITE TRAFFIC

Among direct competitors, Kemiex is the only one

not paying for traffic to their own website
STRATEGY 3: EXECUTE SEM CAMPAIGNS
THE IMPLEMENTATION - KEYWORD BIDDING

Specific Chemical Names General Industry Keyword Competitors' Keywords

STRATEGY 3: EXECUTE SEM CAMPAIGNS
THE IMPLEMENTATION - KEYWORD BIDDING

Specific Chemical Names General Industry Keyword Competitors' Keywords

STRATEGY 3: EXECUTE SEM CAMPAIGNS
THE IMPLEMENTATION - KEYWORD BIDDING

Specific Chemical Names General Industry Keyword Competitors' Keywords

STRATEGY 3: EXECUTE SEM CAMPAIGNS
THE IMPLEMENTATION - KEYWORD BIDDING

Specific Chemical Names General Industry Keyword Competitors' Keywords

STRATEGY 3: AFFECTED CHALLENGES
STRATEGY 3: EXECUTE SEM CAMPAIGNS

Brand Awareness Market Share

Budget Metric Acquisition Rate

STRATEGY 3: AFFECTED CHALLENGES
STRATEGY 3: EXECUTE SEM CAMPAIGNS

Brand Awareness Market Share

Budget Metric Acquisition Rate

STRATEGY 3: AFFECTED CHALLENGES
STRATEGY 3: EXECUTE SEM CAMPAIGNS

Brand Awareness Market Share

Budget Metric Acquisition Rate

STRATEGY 3: AFFECTED CHALLENGES
STRATEGY 3: EXECUTE SEM CAMPAIGNS

Brand Awareness Market Share

Budget Metric Acquisition Rate

STRATEGIES 1, 2 & 3

Implementation Timeline
TIMELINE

Create FAQ
and Content
for Referral
Program

2023
2022
TIMELINE

Create FAQ
and Content
Referral
for Referral
Program Launch
Program

2023
2022
TIMELINE

Create FAQ
and Content
Referral Program
for Referral
Launch
Program

2023
2022

Create Content
for Buyers and
Suppliers Page
TIMELINE

Assess Referral
Program
Create FAQ
SEM Research
and Content
Referral Program Keyword Planning
for Referral
Launch
Program

2023
2022

Create Content
for Buyers and
Suppliers Page
TIMELINE

Assess Referral
Program
Create FAQ
SEM Research
and Content
Referral Program Keyword Planning
for Referral
Launch
Program

2023
2022

Create Content Create FAQ

for Buyers and for Website
Suppliers Page
Prepare Video of
Kemiex USP
Compared to
Competitors
TIMELINE

Assess Referral
Program
Create FAQ
SEM Research Initiate the
and Content
Referral Program Keyword Planning Programming of
for Referral
Launch New Website
Program

2023
2022

Create Content Create FAQ

for Buyers and for Website
Suppliers Page
Prepare Video of
Kemiex USP
Compared to
Competitors
TIMELINE

Assess Referral
Program
Create FAQ
SEM Research Initiate the
and Content
Referral Program Keyword Planning Programming of
for Referral
Launch New Website
Program

2023
2022

Create Content Create FAQ Assess

for Buyers and for Website Referral
Suppliers Page Program
Prepare Video of
Kemiex USP
Compared to
Competitors
TIMELINE

Assess Referral
Program
Create FAQ
SEM Research Initiate the
and Content
Referral Program Keyword Planning Programming of Launch New
for Referral
Launch New Website Website
Program

2023
2022

Create Content Create FAQ Assess

for Buyers and for Website Referral
Suppliers Page Program
Prepare Video of
Kemiex USP
Compared to
Competitors
TIMELINE

Assess Referral
Program
Create FAQ
SEM Research Initiate the
and Content
Referral Program Keyword Planning Programming of Launch New
for Referral
Launch New Website Website
Program Launch SEM

2023
2022

Create Content Create FAQ Assess

for Buyers and for Website Referral
Suppliers Page Program
Prepare Video of
Kemiex USP
Compared to
Competitors
TIMELINE

Assess Referral
Program
Create FAQ
SEM Research Initiate the
and Content
Referral Program Keyword Planning Programming of Launch New
for Referral
Launch New Website Website
Program Launch SEM

2023
2022

Create Content Create FAQ Assess Assess

for Buyers and for Website Referral Referral
Suppliers Page Program Program
Prepare Video of
Kemiex USP Assess SEM
Compared to
Competitors
THANK

2021
YOU!
STRATEGIC PROPOSAL
Q&A

2021
STRATEGIC PROPOSAL