Team Ramen, IIBC'22, Final Round

1. Team Ramen
RedX: The Price of Exponential
Growth

2. Company Overview
Services Provided
• Last-mile truck service
• Monthly invoicing facility
• Shipment tracking
• FTL
• Loading/unloading facility
• In case of hazardous products, safe
shipment service with insurance
• Owned by ShopUp, a full stack B2B
commerce platform
• Distribution network of 64 districts
and 493 thanas
• Provides both B2B and B2C services

3. S
O T
W
• Infrastructurally and financially
backed up ShopUp
• Large distribution network
• Presence in both B2B & B2C
• Digital presence and process
automation as differentiator
• Growing need for streamlined
logistics operation
• Lack of awareness among
businesses as large-scale
logistic service provider
• Strong presence of established
players
• Low switching cost

4. Market Overview
No. of Registered Courier
Companies
Courier Service Industry
Market Size
No. of Courier Companies in
Bangladesh
480 70bn BDT 72
High Involvement Commodity Like

5. Customer
Expectations
New Entrants
Technology
Collaboration vs
Competition
Market Drivers
• Low cost personalized service
• Real time visibility
• Choice of delivery channels
• Streamlines process
• Superior customer service
• Streamlined supply chains

6. Market: Growth Potential
• No. of Key MAC cities expected to
triple from 2015 to 2025
• Middle and affluent population
growing at a 12% CAGR in Bangladesh
• Digital economy is shaping a new
Bangladesh

7. Competitor Matrix
Digital
Low market presence
Digital Players
Digital Leaders
Traditional Leaders
Traditional
High market presence

8. • Last post about RedX Cargo in LinkedIn
was 5 months ago and in Facebook was
in November
• 18 of the 21 posts about onboarding in
the last 11 months were about
ecommerce
• All onboarding posts in LinkedIn were
about SMEs
21
11
7
4
8
Onboardings & Partnerships Occassions & Announcements RedX PR & Advertisements
RedX Cargo Others

9. Customer Journey Mapping
Completion of
Production
Warehousing
Need for
Logistics
Assessing Own
Needs
Quotation &
Comparison
• Looking inside the industry
• Talking with 3rd Party Vendors
• Talking with Industry Professionals & Peers
• Traction from Traditional Channels

10. Customer Journey Mapping
Referrals &
Offerings
Service
Agreement
Consignment
Placement &
Tracking
Follow-up &
Contact
Analyze Return
& Continuation
• Testimonials
• Website
• Prior Experience
• Service Reps & KAM
• Other Traditional Media

11. Issue 1:
B2C centric brand presence
Issue 2:
Gaps in communication and
building connections
Issue 3:
Lack of reference points
Problem Identification

12. Core Issue
Lack of a properly targeted large
enterprise communication strategy

13. Target Market
Logistical
Requirements
Firmographics Technographics
Large Enterprises with Multi-
Regional Network
• Enterprises with high volume of
sales and production
• Having outlets or warehouses in
different regions of the country
First Mile to Last Mile
• First Mile: Factory to Mother
Warehouse
• Mid Mile: Mother Warehouse to
Outlet/Distribution Center
• Last Mile: Outlet to Households
Technologically Progressive
• Willing to or have prior
experience of using digital
platforms for supply chain
management
• Easier to reach and onboard and
upsell features.

14. Primary Focus
Large Enterprises with high volume of sales/production
and multi-regional network requiring logistical solution
from the first mile to last mile
Secondary Focus
Large Enterprises that are technological progressive and
have multi-regional network
Broad Target Group
Large Enterprises
Target Market

15. To Rebrand or Not?

16. Current RedX
Positioning
Our Proposed
RedX Cargo
Positioning
Positioning if
New Brand
Low Focus High Focus
Low
Trust
High
Trust
RedX Cargo
• Promote to enterprises as RedX Cargo
• Provide visibility to RedX Cargo as a
separate service

17. RedX Cargo
• Helps reposition brand as a company
that not only provides last mile delivery
but exists at all mile capacities
• Aligns with focus group as the tagline
suggests utility for all segments of the
journey
• Creation of social media pages with the
name 'RedX Cargo' to avoid
communication and brand dilution
• Promotion of repositioned
communication across socials
• Promotion of enhanced communication
through magazines

18. The Big Idea?

19. Curating Touchpoints,
Building Experience.

20. Action Plan
Attract
Trade Shows
• Partner up with trade shows to provide
booth or stall
• Increases visibility and generates
interest
• Prioritizing trade shows of industries
requiring last mile delivery"

22. Action Plan
Attract
Third Party Partnerships
• Improved visibility at a key consumer
touch point through branding
• Providing workwear for partnered
Warehouses
• Increases Brand Association with
warehouses leading to word of mouth

23. Action Plan
Attract
Promotions
• Repositioned communication across
channels generating awareness
• Newspaper articles and promotion on
new services and partnerships
• Cold mails to enterprises within our
targets
• Higher focus on LinkedIn

24. Action Plan
Convert
Website Funnel
• Introduce cost estimator for Enterprise
page of website to provide estimates
• Integrate FAQ system for the enterprise
page with relevant queries
• Collect emails of users interacting with
website services
• SEO to increase reliability through
search

25. Action Plan
Convert
Testimonials
• Static Content of RedX Cargo client
testimonial in the website
• Video testimonial of Client company
manager across social media

26. Action Plan
Convert
Targeted Quotations &
Pitches
• Quotations and Service offerings
depending on nature of product,
industry, distance of delivery
• Targeted pitches focusing on industries
and shortlisting potential clients
• Brochure outlining services specified for
industry

27. Action Plan
Nurture
Optimizing Service
Delivery
• Pre-recorded webinar on use of RedX
Cargo service linked to website
• Internal employee training and reward
system
• Newsletter with service delivery insights
and potential deals

28. Action Plan
Strengthen
Loyalty Programs
• Special offers for repeat customers
• Bundled offers such as warehousing
support, last mile delivery service
• Truck branding for long term clients and
consumers

29. Action Plan
Strengthen
Gift Hampers
• Gift hampers and Care Packages sent
to C-suite employees on different
festivals
• Hampers and packages also sent on
occasions such as promotion etc.

30. Monitoring and Evaluation
Attract
• Change in website traffic
• Number of leads generated
• Lead generation from target
groups
Convert
• Email list growth rates
• Number of marketing qualified
leads
• Lead conversation rate
Nurture
• Churn rate
• Number of reviews received
• Average customer review
Strengthen
• Monthly recurring revenue
• Number of enterprise retentions
• Number of bundles availed
3 2
1
4
KPIs

31. Timeline
Q2'2022 Q3'2022 Q4'2022 Q1'2023 Q2'2023 Q3'2023 Q4'2023 Q1'2024
Trade Shows
Industry Magazine & Placement
3rd Party Partnerships
PR Articles
Cold Mails
LinkedIn Boosting
Agency Costs
Website Funnel
Testimonial Videos
YouTube Boosting
Webinars & Inbound Marketing
Bundling Budget
Gift Hampers

32. Financials
Total Cost
2.30cr BDT
No. of Unique
Enterprises Leads
660
Expected No. of
Leads Closed
46

33. Big Idea
Curating Touchpoints,
Building Experiences
Core Issue
Lack of a properly
targeted large
enterprise
communication strategy
Decision
Brand repositioning
through RedX Cargo
Target Market
Large Enterprises
requiring logistical
solution from the first
mile to last mile.

34. Thank you.

35. Q2'2022 Q3'2022 Q4'2022 Q1'2023 Q2'2023 Q3'2023 Q4'2023 Q1'2024 Total (BDT)
Trade Shows 500,000 1,500,000 500,000 1,500,000 4,000,000
Industry Magazine & Placement 100,000 100,000 100,000 100,000 100,000 100,000 100,000 100,000 800,000
3rd Party Partnerships 500,000 500,000 500,000 500,000 500,000 500,000 500,000 500,000 4,000,000
PR Articles 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 2,400,000
Cold Mails 10,000 10,000
LinkedIn Boosting 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 216,000
Agency Costs 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 1,200,000
Testimonial Videos 177,000 177,000 177,000 177,000 708,000
Webinars & Inbound Marketing 800,000 800,000 800,000 800,000 800,000 800,000 4,800,000
Bundling Budget 960,000 960,000 960,000 960,000 960,000 4,800,000
Gift Hampers 45,000 45,000 45,000 135,000
Total 1,087,000 2,554,000 3,599,000 2,837,000 2,037,000 3,514,000 4,559,000 2,882,000 23,069,000
Cost per Reach 1,194
Cost per Lead 34,826
No. of Unique Enterprise Lead 662
Conversion Rate 7%
Expected No. of Enterprise Leads Closed 46
Appendix: Financials

36. Specification No. of units
Cost per unit
(BDT)
Total Cost
(BDT)
No. of
Unique
Reach
Lead
Generation No. of Leads
Trade Shows 4 per year 8 500,000 4,000,000 1600 7.00% 112
Industry Magazine & Placement 2 ads per quarter 16 50,000 800,000 1600 5.00% 80
3rd Party Partnerships 20 warehouses 20 200,000 4,000,000 1600 2.00% 32
PR Articles 1 article per month, Business page 24 100,000 2,400,000 3600 3.00% 108
Cold Mails Package of 100,000 mails 1 10,000 10,000 500 2.00% 10
LinkedIn Boosting BDT 9000 package per month 24 9,000 216,000 480 3.00% 14
Agency Costs BDT 50000 per month 24 50,000 1,200,000
Testimonial Videos
Video Production 12 videos, BDT 50000 each 12 50,000 600,000 1800 2.00% 36
Social Media Boosting BDT 9000 package focusing on 3rd, 4th Quarter 12 9,000 108,000
Webinars & Inbound Marketing BDT 200000, for each month 24 200,000 4,800,000 3600 3.00% 108
Bundling Budget Lumpsum 24 200,000 4,800,000 3600 4.00% 144
Gift Hampers Focusing on 4th Quarter 180 500 90,000 900 2.00% 18
Total 23,024,000 19280 662
Appendix: Financials