Marketing Strategy

This marketing strategy divided into 3 department with each respective roles with aim to achieve company goals by creating sustainable competitive advantage in the market.

Digital Marketing CRM Strategic Partnership

Strategy & Initiative Strategy & Initiative Strategy & Initiative

Acquisition Increase initiatives on both Organic Cash loan : Offer top up, close & rebook, Aggressive Pitch extensively and penetrate the
and Paid Channel ecosystem as much as possible (end-
Growth larger ticket size, longer tenor for RO acquisition to-end), ie: AOP, Alterra
Utilize Paylater : 1) Use case with larger ticket
Credit Limit sizes and frequent purchases, 2) integrate
Collaboration w/ Partners to push Maupaylater (e.g HSO, Toyota Wallet, Penetrated market :
Healthy User Whitelist Moxa) Expand the Auto: Astra Motor, Trio Motor,
Funnel (Current : Moxa, FIFADA, AstraPay, Ecosystem DAM DAW
etc), and attract user activity using Increase Increase conversion rate and CS Health provider : Asuransi Astra,
multiple touchpoints Customer performance (avg SLA 0,7 day) Pasar Polis
Loyalty Able to repay & scan QRIS from Maucash E-commerce : FIFADA

Sharp Initiating new campaign for lower

acquisition cost, data driven
Enabling
Spending & Targeted communication (based on age, Indonesia’s Tap into SME with huge user base or
targeting for better risk user (Telco, Personalized
occupation, etc), utilize telesales and community : Finatra, Ayoconnect,
Targeting Age, Zipcode) Campaign encourage re-disbursement between largest
YoungOnTop
Management day 0-7 market :
SME’s

Project Fish Finder Project Ro-Engineering

What makes Goldfish Customers? The objective of Project Fish Finder Traditional revenue model P2P lending, we will reach break-even point after customer disburse on fourth loan. If we keep this model, it will be a long
journey to gain positive contribution margin. Strategic plan to accelerate the journey by re-engineering RO model, which forcing customer to disburse
Before Current Approval Rate: 24%
positive product on second loan.
Constructing the product to leverage the profit at the first loan 1 2 3 4
Objectives Initiatives Expected Result Journey to Break-even Point
for NEW customers Approval Rate:
Before Before
Previously customer will disburse negative products on second
47%
Goldfish Customers: Disburse
2.070 users(4.09%) 57% Accelerate time loan, which is Maucepat, Mauringan 2 months & Mauringan 3
Positive Product Disburse
Define Customer Demography based on better Credit Scoring to reach months. Now they have to disburse positive products, which is Negative
Mauringan 4 months, Mauringan 5 months and Mauringan 6 17.544 user (33%)
& Repayment History (Education, Provider, Device Type, Break-even Point Product
months 58.815 user
Marital Status, Income Salary) Average, BEP on 4,6th
(77%) disbursement
Current Disbursement Rate: 78% Increase Increase customer’s trust by offering customer with higher
Optimization Acquiring Channel to targeting Goldfish After After After
Customer Stickiness Amount Finance & Tenor
Customers (Organis, ASTRA, Paid Ads) Disburse
Disburse
Positive Product
Disbursement Rate: 43.856 user (43%) Negative
Product
Increasing goldfish customers base at big population Location
89%
Goldfish Customers: %Gr: 30%
6.079 users(12.00%) 14 Maucash will gain higher GMV by giving higher Amount Finance 32.503 user
(Top 5 cities in Indonesia) % Increase GMV & Tenor to customer. (57%) Accelerate to BEP on
%Gr: -25% 3,1st disbursement