1. PT Rekan Usaha Mikro Anda (RUMA)
RUMA MARKET INSIGHT
2013
Introduction to RUMA Market Insight Service
www.ruma.co.id
Insight.ruma.co.id

2. 2
Who We Are
Ruma is a social enterprise that leverages innovative
mobile technology solutions targeted to the base of
the pyramid.

3. RUMA Network
3
Ruma empowers 4,000+ micro-
entrepreneurs to act as digital
transaction agents, where they can
receive payments for airtime, utilities
bill, and other value added services

4. RUMA builds a network of shops and connects
them with large companies
4
Technology Solutions
RUMA builds a network of
small shop owners..
..equip and empower
them with technology..
..and connect them with
large companies
Telcos
Payments & Financial Services
FMCGs

5. 5
RUMA Market Insight (RMI)
Through its Market Insight division, Ruma works with corporates and
organizations to gain business & market insights through innovative mobile
technology solutions for field data collection, monitoring, and analysis

6. 6
RUMA Market Insight offers 4 types of servies
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RMI Services #2:
Channel Monitoring
& Geoanalytics
We leverage our technology capability to
develop mobile survey tool to capture
rich data from field, and to present it to
you via geoanalytics dashboard. Now you
can monitor how your channel is
performing across the map.
RMI Services #3:
Market Research
Study
Ruma conducts both qualitative and
quantitative market research study,
focusing on Base of Pyramid segment. Our
team consist of professionals with
experience from top management
consulting & market research background
9
RMI Services #4:
Social Impact
Consulting
Ruma also helps other for-profit and non-
profit organizations in developing and
assessing the impact of their social
impact initiatives.
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RMI Services #1:
Warung Insight
Get your insight directly from our warung
Ruma has a network of 4000+ warung
registered as Ruma agents. We leverage
our human network to conduct :
#1a. Warung Telesurvey
With Ruma’s existing relationship, we
conduct telesurvey to our agents for a
quick & dirty data gathering from field
#1b. Warung Experiment
Pilot and measure reception of new
products and promotions, tested out in
our warung

7. 7
RMI Services #1:
Warung Insight
Get your insight directly from our warung
Ruma has a network of 4000+ warung
registered as Ruma agents. We leverage
our human network to conduct :
#1a. Warung Telesurvey
With Ruma’s existing relationship, we
conduct telesurvey to our agents for a
quick & dirty data gathering from field
#1b. Warung Experiment
Pilot and measure reception of new
products and promotions, tested out in
our warung

8. 8
RMI Services #2:
Channel Monitoring
& Geoanalytics
We leverage our technology capability to
develop mobile survey tool to capture
rich data from field, and to present it to
you via geoanalytics dashboard. Now you
can monitor how your channel is
performing across the map.

9. RMI Services #3:
Market Research
Study
Ruma conducts both qualitative and
quantitative market research
study, focusing on Base of Pyramid
segment. Our team consist of
professionals with experience from top
management consulting & market
research background

10. 10
RMI Services #4:
Social Impact
Consulting
Ruma also helps other for-profit and non-
profit organizations in developing and
assessing the impact of their social
impact initiatives.

11. We leverage our mobile survey tool to collect field
data…
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• More data than traditional methods
• GPS capture: shows where stores are &
regional sales patterns
• Pictures: see how surveyed stores actually look
• E-Survey form: real-time submission
• Capture data more robustly and efficiently
• GPS and timestamp ensures validity
• Faster data collection; more stores visited
• Back-end translating of pictures to PICOS &
other project KPIs
• Reliable technical infrastructure with
logical, relevant reporting
• Ruma ‘s technology team has comes from
Yahoo, Oberthur, IBM
• Analysis by business team with experience at
BCG, Nielsen, and FMCG companies

12. ..and present meaningful information to you…
Not just raw data dump
Map Dashboard Distribution Metrics Reporting
Illustrative Examples of Dashboards
Time stamp : SU 03/03/2013 -- 14:59:57
Shop Information
• Name : Shahab Store
•Address: : JL. Azalia Raya no 4
Product
• Availability : OK
• Shelf Space : 30%
Promo Materials
• Banner : OK
• Header : Broken
• Divider : OK

13. …with strategic insights focus on key business
objectives
13
Examples from Ruma’s Internal Study

14. Ongoing Product Diagnostic
We help clients develop actionable insights related
to marketing, sales, and product design for the BOP
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Ruma staff have deep experience working with and learning from BOP customers
We can help you learn about bottom-of-the-pyramid (BOP) customers throughout the product cycle
Post launch monitoringNew product development
•Product testing
•Price sensitivity testing
•Product feature testing/conjoint
analysis
•New product marketing testing
•Competitor analysis and positioning
•Customer segmentation and analysis
•Brand awareness / top of mind / trial /
regular use
•Recognition, recall, and reaction to
advertisement campaign
•Brand perception assessment
•Customer responsiveness
•Product & promo material availability
•Sources of information
•Point-of-sale behavior
•Brand penetration
•Share of wallet/warung
•Usage and behavior (in category or
with product)
•Competitive usage/comparisons
•Consumer demographics
•Association of attributes with brands
•Brand perception testing (e.g., word
associations)

15. Testimony: Product Awareness and Use study with
Danone Indonesia
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“Ruma impressed us with their ability to
design surveys clearly focused on our
business needs and deploy to their
network rapidly and efficiently. We
gained tremendous insight from our
projects with Ruma and look forward to
continuing to work with them"”
-Guillaume,
Brand Manager
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Top reasons why RU’s do not buy XXX Comparison of potential purchasers
and hardcore non-purchasers:
Where to find XXX?
Potential
Purchasers
Hardcore
Non-purchasers
21
0
15
16
81
XX
XX
XX
XX
XX
35
2
7
18
39
XX
XX
XX
XX
XX
2
2
5
10
11
31
32
XXX
XXX
XXX
XXX
XXX
XXX
XXX
Danone can encourage non-users to purchase by educating them further on the
details of the product and making it more accessible
RUMA’s non-purchasers are generally unaware of the product
benefits and unaware of where to purchase the product

16. We bring you the best team with strong experience
in consulting and market research
 Aldi Haryopratomo, CEO / Co-Founder of Ruma
Aldi is co-founder and CEO of Ruma, Bottom-Of Pyramid expert at the Boston Consulting Group. Extensive microfinance
experience in SE Asia. Technical advisor to Tsunami Reconstruction Body in Aceh. Southeast Asian Microfinance Partnerships
Coord. for Kiva.org (2006-2007). Senior Consultant for Ernst and Young (2004-2006). MBA from Harvard Business School
(2009-2011) and BS in Computer Engineering from Purdue Univ. (2000-2004)
 Ben Elberger, GM of Business Development
Ben brings microfinance and business dev. expertise as one of early employees at Kiva, a leading global microfinance lender.
Director for Strategic Initiatives (mobile/ICT, higher education lending, agriculture) at Kiva.org (2011). Regional Director for
Anglophone Africa and South Asia at Kiva.org (2006-2010). Stanford University Bachelor’s Degree in Public Policy.
 Aussie Haryono, Head of Market Insight
Aussie had extensive business dev and management consulting experience in strategy, marketing, sales, and operations for
telco and FMCG clients. Prior to Ruma, Aussie was VP Bus. Dev. at PT Amstelco Energy & Resources (2012), Consultant at The
Boston Consulting Group (2008-2012), and Analyst at Argus Information & Advisory Services (2006-2007). Aussie holds a MA in
Statistics from Columbia Univ. (2007-2008) and BA in Mathematics-Economics & Psychology from Wesleyan Univ. (2002-2006).
 Tita Ardiati , Research Manager – Market Insight
Tita brings statistical and market research expertise across multiple sectors. She was previously Sr. Statistician on Nielsen’s SE
Asia & Greater China Regional Measurement Science Team and Nielsen’s Consumer Panel Service & Customized Research
Service Team. Bachelor’s Degree in Statistics, Universitas Padjajaran
 Stevenlie Satryaputra, Research Manager – Market Insight
Stevenlie brings strategy consulting and operations experience in retail / FMCG sector. He was previously Jr. Associate at The
Boston Consulting Group, and Customer Team Finance Manager at Procter & Gamble Indonesia. World Champion of Danone
Trust Business Competition. Bachelor in Economics & Business, Universitas Indonesia
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17. Ruma Market Insight
Jl. Ciasem I no. 36
Kebayoran Baru
Jakarta Selatan 12180
T: +62 21 720 4495-97
Contact Person:
Aussie Haryono
Heard of Ruma Mkt Insight
aussie@ruma.co.id
insight.ruma.co.id
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We look forward to hear from you!