Go-To-Market Overall Critical Business Process & Methodology

Compressed

Biz Prepare GTM launch PIR /

Concept Modelling for Closure
Launch

HoD Should we Feasibility Approvals Implementation Project

Prod do? Financial filter by GTM Implementation
Mktg Model CEO Team Review
Inflight Financial CFO Reports
Present concept to CxO forum, gather feedback,

Complete Walkthrough with HOD & Stakeholders

FAD Due Finance Closure
Eng Diligence CMO
ICT
Brand Can go or
Finance cannot go?
comments and advice

(on agreed time table)

Stakeholder Can do Project Readiness
or Meetings
IT Cannot Week on
do? week mtg
System
Tech

Eng

Flops

Safety
 Go-To-Market Concept Stage

TASK RESPONSIBILITY
Concept PLANNING & CONCEPT APPROVAL STAGE
Present concept & value proposition Project Owner
Agree on concept for strategic fit with brand Project Owner
1 of 2
Determine target segment & target KPIs Project Owner
Continue next page
Focus on sales force forecast & assumptions Project Owner
Agrees on marketing and sales pitch, sales forecast & assumptions Project Owner / Sales /
with DRM & Retails Retail
Evaluate if system can facilitate project, time to delivery Project Owner / IT
Evaluate System capacity Project Owner / System Tech
Evaluate Testing requirement (if applicable) Project Owner / Testing
Determine communications ATL/BTL & channels to market Project Owner
Determine budget require & BOTE Project Team / Commercial
Management
Present Concept, BOTE, ATL/BTL & cannels to market for approval Project Team
<CHECKPOINT>
GTM check-point review meeting Project Team
 Go-To-Market Concept Stage

TASK RESPONSIBILITY
Concept Endorse nominated project team Project Team
Conduct detailed Feasibility Assessment (FA) Project Team / FA members

2 of 2 Develop creatives for ATL/BTL Branding & Marcomm

Develop agency brief Branding & Marcomm
Agency concept presentation & approval of creatives Project Team
Market testing (where needed) Project Team
Develop Business Case (BOTE) Project Team / Commercial
Management
Develop financial model & assumption for business case Project Team
Analyze critical risks and problems for business model Project Team
Scenario Planning Project Team
Baseline project Gantt chart / timelines / deliverables Project Team
 Go-To-Market Biz Case Stage

TASK RESPONSIBILITY
Biz
Modeling BIZ Modeeling APPROVAL STAGE
Financial Due Diligence TB/AA Finance
Sign-off on agreed KPIs with Inflight Retail & Product Project Team
Present to management / CXO for LOA approvals <CHECKPOINT> Project Team
Compile Documentation Project Team
Full endorsement by signatories Project Team
Develop Product Launch Roadmap Project Team / GTM
Inform team members to start work Project Team
 Go-To-Market Prepare for Launch Stage

Prepare TASK RESPONSIBILITY

for IT
Launch
Submit specifications to IT Project Team

IT to accept specifications, confirm delivery date and specify IT

deliverables
1 of 5
Determine IT requirements & prepare document Project Team / IT
Continue next page
Confirm system requirement with IT Project Team /IT
Prepare IT configuration IT
Prepare solution deliverables roadmap (SDR) IT
Sign-off acceptance of SDR Project Team
Engage IT Vendor (if applicable) Project Team/IT
IT Vendor Selection (Single Source) IT
Channel
Scope testing Requirements BA/Testers
Scope Support requirements Customer/Tech Support
Customer Experience Testing by CS Project Team / CS
Technical
Technical usage profiling assessment report to be generated Tech team
 Go-To-Market Prepare for Launch Stage

Prepare TASK RESPONSIBILITY

for Project Team briefing for execution Project Team
Launch
CREATIVES

Obtain management approval for creative, ATL & BTL <CHECKPOINT> Branding & Marcomm
2 of 5 Finalize artwork and CD release for BTL printing Project Team / Branding &
Continue next page Marcomm
TVC
TVC Production Project Team / Branding &
Marcomm
 Go-To-Market Prepare for Launch Stage

Prepare TASK RESPONSIBILITY

for CHANNEL SALES
Launch
Develop Channel materials Sales

Agree & test sales pitch with FAD team Sales/AA FAD
3 of 5 Develop Sales Kits / pitch Sales
Continue next page Develop briefing decks Sales
Circulate to Focus Group Sales/AA
Train the trainers Sales/AA
LOGISTICS
Token Pack logistics Logistics
Prepare / Order inventory Logistics
Configure Token Pack Logistics
Distribute Token Packs to AA Logistics
Configure e-reload for top ups Logistics
BTL / POSM
POSM Dev i.e. POSM only Marketing Support
Distribute & setup advertising materials Sales
Billboard distribution Sales
Retail shop placement Sales
Leaflets placement Sales
Premiums / collaterals distribution Sales
 Go-To-Market Prepare for Launch Stage

Prepare TASK RESPONSIBILITY

for CUSTOMER SERVICE
Launch
Develop CS Briefing Materials & FAQs (include fulfillment process) Customer Support

Prepare briefing materials for touch points Customer Support

4 of 5 Upload information onto training portal Customer Support
Continue next page ROADSHOW / EVENTS
Roadshow setup & preparation Events & Trade Support
Plan external roadshows / events Events & Trade Support
Recruitment for promoters, etc Events & Trade Support
Training of promoters / mobile trainers Events & Trade Support
Obtain stock of collaterals, leaflets, POS, etc Events & Trade Support
WEBSITE
Develop web advertising Project Team / Web Mgmt
Initiate discussion with Web Advertising agency Project Team / Web Mgmt
Web interface development Web Management
Check web content before publishing Project Team / Web Mgmt
SMS
Develop SMS broadcast Product Manager / AA
Brief Vendor on SMS requirement Project Team / AA / Vendor
Develop & Test SMS broadcast Vendor
 Go-To-Market Prepare for Launch Stage

Prepare TASK RESPONSIBILITY

for UMB (if Telco sponsors)
Launch
Develop on UMB Telco

Brief IT on UMB requirement Project Team / IT

Test UMB Menu IT/Telco
5 of 5
PUBLIC RELATIONS / CORPORATE COMMUNICATION
Develop PR / Corporate Communication Project Team / Corp Comm
Brief Corporate Communications on requirements Project Team / Corp Comm
Develop Corporate Communications materials Corp Comm
FAD BRIEFING
Brief dealers before launch Product
Ready for Launch sight off <CHECKPOINT> Project Team
Earliest Launch Date <CHECKPOINT> Project Team
AA Launch Project Team
Media Launch Project Team
Public Launch Project Team
Campaign post launch results / boosters Project Team
 Go-To-Market Post Implementation Review / Closure Stage

TASK RESPONSIBILITY
PIR /
Closure POST LAUNCH
1st PIR Post Implementation Review Project Team
2nd PIR Post Implementation Review Project Team
3rd PIR Post Implementation Review Project Team
Closure Project Team
PROPOSED Go-To-Market Cross Functional Committee (CFC) structure
Steering committee Project Team (& Circular)
structure

Departments Members
Departments Members
Project Owner Respective Project Owner
Chair Person
Support Groups/rep Tech -
COO (TB) Customer -
Testing -
Commercial Mgmt
Marketing Respective
PMO TB Daniel Thuraiappah
FAD Retail Marketing
PMO AA
Product Owner (TB/AA) Respective Managers
Product Mgmt (TB)
IT Lead (TB/AA) Respective Managers
Product Mgmt (AA) M Fitri Abdullah
Commercial Mgmt Respective Managers
CTO (TB) Edwin

Finance Jonathan Tai Engineering Respective Managers

Retail/FAD Flight Ops Respective Managers

ICT System Tech Lead Respective Managers

Brand AA – In-flight Services Respective Managers

TB -
Safety Respective Managers

QA Respective Managers

UAT lead Respective Managers

FUT Lead Respective Managers

Installation Manager Respective Managers