Team Biz-Lightyear, 10th IUT ICT'19, 2nd Round

2. Digitalized
Financial Services
Entrepreneurship
Medium and Small Enterprises
Supply Chain
Supply Chain

3. Factoring
Work-order
Reverse Factoring
Distributor Financing

5. Increasing
saturation in the
financing
companies of the
market No prominent
platform available
for 360 degree
supply chain
solutions.
Ever-important for
the growth of new
businesses
Financing companies
are looking for new
and innovative
product and
marketing strategies

6. IPDC focuses on youth, women and
underserved areas
1
2
3
Partnership with successful start-ups
has created a strong brand value
Fastest growing financial institution of the
country; seeks to invest to bring about
positive change

7. STRENGTHS
OPPORTUNITIES
WEAKNESSES
THREATS
• Fasting growing financial
institution of Bangladesh
• Focuses on youth and
women empowerment
• Investing on change
leaves a lot of room for
a potential fall in
business revenue
• Youths’ enthusiasm in new
technologies
• Advancement of technology
in the financing sector
• High competition within
the market which is
experiencing increasing
saturation

8. Establishing the brand image of Orjon
Educating and encouraging the customers
Acquisition of a new customer base
Cementing IPDC’s position
in the market

9. Perception
Change Adoption Retention

10. Time loss due to
lengthy working
channels
Unavailability of
supply chain -
financing facilities
under one platform
Existence of
Inconvenient
communication in
the supply chain

12. Orjon solves all supply chain financing
problems that any SME or MSE may face by
bringing them under one platform
Promotes IPDC as a brand willing to go the
extra mile to solve financing troubles of
new and existing businesses

14. For our segmentation, we are using the tool
‘Innovation Adaption Cycle’
The technology adoption lifecycle is a
sociological model that describes the
adoption or acceptance of a new
product or innovation, according to
the demographic and psychological
characteristics of defined adopter
groups.

15. 2.5 %
Innovators
17.5 %
Early adopters
16 %
Laggards
42 %
Early majority
22 %
Late majority
Age:
20-25
Age:
26-35
Age:
36-45
• Students and
fledgling
entrepreneurs
in apparel and
food business
• Young entrepreneurs who
are receptive to new
technology
• Industrialists
• Executives

16. Segmentation
2.5 %
Innovators
17.5 %
Early adopters
16 %
Laggards
42 %
Early majority
22 %
Late majority
TARGET GROUP 1 TARGET GROUP 2

17. TARGET GROUP 1
Age: 26-35
Age: 20-25
Early majority
Early adopters
Psychographics: • Technophile
• Trendy
• Keen about entering new
businesses
• Uses technology
• Willing to adapt to
changes in the market
• Functionality driven
Approach: ENGAGE GRAB THEIR ATTENTION AND INFORM THEM
ABOUT THE MERITS AND BENEFITS OF USING ORJON

18. TARGET GROUP 2
Age: 36-45
Late majority
Psychographics: • Aversion towards change
• Skepticism towards new
technology
Approach: EDUCATE TEACH THEM HOW TO USE ORJON
AND REAP ITS BENEFITS

19. EARLY ADOPTERS ARE ALWAYS ENTHUSIASTIC ABOUT USING NEW TECHNOLOGY
EARLY MAJORITY ARE RECEPTIVE TO CHANGE AND ALWAYS WILLING TO DO
WHAT’S BEST FOR BUSINESS
LATE MAJORITY NEED TO BE EDUCATED ABOUT THE INNOVATIONS

20. Establishing the brand as a one-stop solution
to all supply chain financing problems
Making the app available to the target
audience through the app store
Rightfully grasping the interest of the target
audience through the marketing campaign

22. Orjon: the one-stop solution
for all supply chain financing needs
Making the app Orjon available
through the app store and website
Using ATL, BTL and Online
marketing campaigns to
reach our target audience
A free platform but subject
to vary in accordance to
the services received

24. Price
• Free Platform
• Service Charge in accordance to
services
Promotion
• ATL Campaign
• Online Promotion
• BTL Campaign
Focused on the target market

30. RUGGEDNESS
EXCITEMENT
SINCERITY COMPETENCE
SOPHISTICATION

32. The marketing samples that
we have designed for Orjon
is one that not only captures
the brand value of IPDC but
also embodies the reliability
that IPDC has earned.
The color scheme resonates
with the brand personality of
IPDC and Orjon perfectly.

35. TVC
TVCs will be produced with the target
Markets in mind which will be shown on
national televisions and digital platforms.
Newspapers
Advertisements will be published
in daily newspapers to gain more
exposure to the services.
Text Messages
Text messages will be sent out to the
current customers of IPDC so that
they can know about the service.

37. Meet Rubaiyat Farhan, a BUET graduate dreaming
of starting his own start up which helps SMEs.
He is tired of running to different offices to finish
one task.
So how can he get all the financial services in one
place?
To solve all of his problems, we introduce ‘Orjon’
which helps young professionals grow.

39. YouTube
• Sponsored and Disruptive Ads
• Digital AV
• TVC
Facebook
• Sponsored Posts
• Digital AV
• TVC
LinkedIn
• Sponsored Posts
• Short AV
• Text Ad
Websites
• Static Posts
• Short AV

43. Booths in Expositions and Fairs
• Service Display
• Brochure
Launch Event
• Product display
• TG feedback
• Brochure
Seminars
• Product Display
• Brochure
• Training

44. • The owners and top managers of SMEs and MSEs will be invited
• Showcasing features for both parties will be done
• Brochures will be provided with QR codes directing the
potential users to the platform
• Media will be invited to the launch event which will reach
audience

46. • Booths will be set up at corporate, ICT expos and fairs
• Booths will provide first hand experience to the platform
• Brochures will be provided with QR codes directing the
potential users to the platform
• Seminars will be arranged to inform the SME and MSE owners
benefits and features

48. Reaches our target market properly and making them
aware of the service
Educating them about the usefulness and reliability of
the service
Justifying how the service impacts their life and makes
financing easier
Increasing brand awareness and equity

49. Using ATL and Digital
campaign to drive people
to the Website/Application
BTL Campaign directly
reaching the potential
users to get first-hand
experience
Videos and posts helping
users to know more about
the services and how easily
they can avail those
services
Increased use of financial
and supply-chain services

52. 03
01
02
Responses in the booths and seminars
Share of Influence
Growth in the number of app downloads
s

53. 03
01
02
Number of work orders accomplished
successfully
Growth in daily use of the platform
Rate of factoring through Orjon
s

60. Cost Per Unit Units Calculation Total Cost
Newspaper Promotion 6,90,000 5 6,90,000*5 34,50,000
TVC/AV Making 4,00,000 2 4,00,000*2 8,00,000
TVC Airing 10,80,000 30 10,80,000*30 32,40,000
Text Messages - - - 1,00,000
Total 75,90,000

61. Cost Per Unit Units Calculation Total Cost
Facebook Promotion 1,270 60 1,270*60 76,200
YouTube Promotion 1,920 30 1,920*30 57,600
LinkedIn Promotion 1,750 30 1,750*30 52,300
Website Promotion 1,470 30 1,470*30 44,200
Content Creation 2,00,000
Total 4,30,300

62. Cost Per Unit Units Calculation Total Cost
Launch Event - - - 40,00,000
Booth(+Brochures) 80,000 10 80,000*10+20,000 8,20,000
Seminars 4,00,000 4 4,00,000*4 16,00,000
Total 64,20,000

63. Reach Per Unit Units Calculation Total Reach
Newspaper Promotion* - - - 9,75,000
TVC Airing** 8,400 30 8,400*30 7,56,000
Text Messages - - - 3,50,000
Total 20,81,000
*Newspaper Promotion = Subscribers of (Prothom Alo + Daily Star + Financial Express)
=5,20,000+4,40,000+15,000 = 9,75,000
**TVC Airing = Daily Viewers of (Shomoy TV + NTV + Channel I)
= (44,652+41,332+40,026)*0.2 = 8400

64. Reach Per Unit Units Calculation Total Reach
Facebook Promotion 18,000 60 18,000*60 10,80,000
YouTube Promotion 16,000 30 16,000*30 4,80,000
LinkedIn Promotion 2,000 30 2,000*30 60,000
Website Promotion 6,000 30 6,000*30 1,80,000
Total 18,00,000

65. Reach Per Unit Units Calculation Total Reach
Launch Event - - - 1,00,000
Booth(+Brochures) 13,500 10 13,500*10 1,35,000
Seminar 2,000 4 2,000*4 8,000
Total 2,43,000

66. Total Cost Total Reach Cost Per Reach
ATL Campaign 75,90,000 20,81,000 3.68
Online Promotion 4,30,300 18,00,000 0.24
BTL Campaign 64,20,000 2,43,000 26.41
Total 1,44,40,300 41,24,000 3.51

67. Conversion Rate
Individuals may sign up for the platform,
but the amount of services availed will be
a subject to pluralism as an individual
account may avail services for an
enterprise which represents a number of
individuals or conversions.
ROI
ROI cannot be specified in this scenario as
the return, again, is a subject to vary in
accordance with the specific services.

68. Total Reach
41,24,000
people
Total Cost
1,44,40,300 BDT
Cost Per Reach
3.51 bdt/person

69. Making work-orders through the platform
mandatory to receive financial services from IPDC.

70. Introducing a new
360 degree supply
chain- financial
solution platform –
‘Orjon’
Establishing Orjon’s
brand image and
personality
Marketing the
platform through ATL,
Online and BTL
Campaigns
Making the whole
facility more
convenient for both
parties