1. the small shop
the organized
supermarket
#trustreat 2016 1

2. #trustreat 2016 2
VS.
The Classic David vs. Goliath
Business is marked sharply against the SMB
• Around 41% of town centers will lose 27,638 stores in the next five years(1)
• Total store numbers will fall by 22%, from 281,930 to 220,000 in 2018. Job losses could
be around 316,000 compared to today
• The share of online retail sales will rise from 12.7% (2012) to 21.5% by 2018
• A further 164 mid sized companies with go into administration, involving the loss of
22,600 stores and 140,000 employees. Many of these companies will survive but at
the cost of closing more stores
• Store vacancy rates across the country
have increased from 5.4% in
December 2008 to 14.1% in March
2013, a rise of 161%. Without
intervention, the vacancy rate can rise
yet further, perhaps above 20%.
Strategic Alternatives
• Small shops left out of organized
marketplace; consequently,
lagging growth (#1 issue)
• Websites and SEO tools offer blips
in the marketing universe that are
of little consequence
• Only option remains is to plug into
marketplaces such as Amazon or
supply to superstores such as
Tesco, Sainsbury, M&S
JOINING THE BANDWAGON
Disadvantages: limited scope to
manage customers or catalogue,
services and certain products can't
be listed (perishable food,
breakable, size restrictions) and
non-repeatable nature of sales
(not to talk of increasing
subscription packages for sellers)
(1) Retail in 2018 – Centre for Retail Research, 2013

3. #trustreat 2016 3
Revitalizing the local Ecosystem
In the complex
plethora of available
marketing choices, can
stores compete in
mainstream
marketplace with a
tool that is:
 Affordable?
 Proven?
 Easy to implement?
 Ingenious and
Creative?
 Reflects your
footprint?
 Revitalizes the
business?
 Repeatable?
SMBs need to leverage proven pillars of growth
“Is there a formula that helps small businesses to jumpstart and flourish in the new (digital) playfield by cherry picking the best in marketing
with the future in perspective while enhancing the inherent strengths of the SMB format?”
mobile
loyalty
socialreferral
personalization
Our mission: Mom and pop shops
should be discovered like a whiff of
pleasant breeze, nurtured like a
delicate flower and celebrated like a
heritage signifying the soul of a town
SMBs can easily adopt winning strategies:
revitalize local businesses by enabling them to reach out to more
of their best customers and nurture their client relationships

4. #trustreat 2016 4
Mobile as a Compass to Business Growth
Mobile is the natural channel of choice when we think of an optimal medium of inbound lead generation and lead
management and to build brand awareness, increase store traffic and improve customer retention
“Mobile, in general, is the glue that connects all media” (Matthew Snyder, CEO and Founder, ADObjects)
Mobile users and searchers are continuously and consistently looking for information on services and products:
• Number of local searches using mobile grew by 500% over the past 2 years
• 4 out of 5 consumers search for local businesses on their phone(1)
• 50% of consumers who conducted a local search on their smartphone visited a store within a day
• 88% of consumers who search for a local business on a mobile device call or go to that business within 24 hours(2)
82%
64%
40%
44% 42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Perception of mobile adoption of customers
<10 10-99 100-999 1000-5000 >5000
No. of employees in the business
Yet….appallingly low levels of awareness related to mobile adoption and strategy implementation while mobile budgets keep soaring……
0%
10%
20%
30%
40%
50%
60%
challenges implementing mobile strategy
lack of mobile strategy
Inedequate resources
Inedequate budget
Inedequate understanding of
mobile user conversion path
Inability to track mobile user
activity
0% 20% 40% 60% 80% 100%
Mobile
Social Media
Video
Rich media
Billboards
TV
advertising budgets
increase same decrease don’t use
(1) reachLocal, online marketing trends, 2016
(2) google mobile movement study, 2014, stats from circle research 27 Oct 2015
(3) Marketing Sherpa Mobile Benchmark report, 2014

5. #trustreat 2016 5
Mobility and friends…
Winning Trends
• 91% national brands upped their investment in digital local marketing
• Click & collect will outperform the overall online market, with expenditure growing by 78.8%
between 2016 and 2020. 68% of online shoppers have used click & collect(1)
• As per YELP, 44% users go to a business after reading text reviews, 26% go to a business after
viewing the rating, 17% go after seeing number of reviews
• Inbound leads cost 61% less than outbound.(2) Lead to close rate of email marketing is less
than 20% in most cases
• 87% of sales originate from referrals and 78% of individuals trust recommendations of other
consumers. Only 14% trust advertisements(3)
• More than 70% of US coupon users will redeem a coupon via a mobile device and by 2016
mobile coupon users will represent nearly 83% of all digital coupon users
• Mobile coupons get 10 times the redemption rate of traditional coupons
• Most mobile research is performed with the intention to buy quickly – 55% within an hour,
83% on the day; 85% of buyers nudged by personalized coupons purchase in-store:
72% 70%
60%
34% 32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Influencers(3)
Friends/ family Academic expert Companies I use
Celebrities Brands I don't use
(1) Marketing Sherpa, 2013
(2) LeadsmasterUSA, 2015
(3) Nielsen trust in advertising report, 2015; eMarketer 2016
75%
62%
37%
31%
22% 21%
18%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Ways in which customers discover SMBs(2)
Word-of-mouth Search engines Social media Email Marketing
Online ads Magazines Fliers Telemarketing

6. #trustreat 2016 6
…can work for SMBs in Turbomode
Offer a Coupon at Point of Sale is #1 advise to grow (leadmastersUSA). By
2017, nearly half of US companies with 100 employees or more will
distribute mobile coupons. Think of coupons less as a discounting vehicle,
and more a piece of content with an offer appended. Mobile coupons are
cheaper than paper coupons to distribute, and they also get redeemed
more frequently. eMarketer estimates the number of US adults who
redeem digital coupons will be up 7.6% this year to 121.3 million. On
mobile, meanwhile, growth will be 18.4% this year, to 97.4 million%
70% customers will switch to better customer service and 85% of
customers enjoy online responses by business. Existing customers will
not only result in repeat business but also bring in family and friends
(1) eMarketer, US Coupon stats, 2015
(2) Understanding consumers local search behavior, Google May 2014
“Location based loyalty infused with personalization/ engagement tools offers a powerful new approach for small
businesses to compete with mainstream marketplace; big businesses can use these tactics only to a limited extent”

7. Trustreat – End to end flow
A. Local businesses
create loyalty plan
C. Repeatable,
high frequency
txns & referralsD. More sales,
local shops
prosper
 Local business get more of their best customers on repeat business
 Customers get products with shorter turnaround and readily available support
 Local business ecosystem flourishes and business footprint of a locality is established
B. Avail discount
#trustreat 2016 7

8. “A”
• Prerequisite: a short
business profile or a linked
fb profile of the business
• Local (google map) listing
• Upload loyalty plans
“D”
• Add customers
• Add transactions
• Add customer
endorsements
 Get more of their best customers
 Identify which products (self and competition) are gaining traction among potential customers
 Collaborate with local businesses to share channels, supply chains, etc.
#trustreat 2016 8
The Local Business

9. “B”
• Loyalty discounts
• Personalization
• Social
“C”
• Express interest in a
product/ service
• Interact with local
businesses
• Endorse product at site
• Refer friends, family
 Build awareness of local produce
 Engage closely with local businesses
 Embrace the local community accessing the same patterns/ plans
#trustreat 2016 9
The Customers

10. A. Florists A, B and C list
their bouquets and
loyalty plans
B. Sam, Harry and
other friends buy
bouquets and avail
loyalty discounts
C. App gathers all
interaction data;
endorse articles, refer
friends and family
D. Florists get
introduced to their
potential customers,
send them promotions
A, B, C get to know
each other to support
their individual sales
 Florists A, B and C increase sales by getting introduced to more customers
 Customers build awareness of the local supplier for their product
 Customers engage with the ecosystem creating their own social buzz
 Florists gain insights of local market trends via a timeline of popular sales
 Florists collaborate with each other to source flowers, deliveries, etc.
#trustreat 2016 10
Example - florists
“enhance the cultural footprint of towns“

11. 11
registering/ signing in registering transactions building business
Screenshots from the prototype
#trustreat 2016

12. 1 paintings,handicrafts, knitting, bakery, gifts, photography, make up, interior designs, souvenirs, lamps, tailoring, carpenters, plumbers, leisure centres
Revenue Projection (Conservative)
(i) •Number of shops1 enrolled on day 1 20
(ii) •Rate of increase in enrollment (of (i)) 10%
(iii) •Avg. discount per loyalty (plan) 10%
(iv) •No. of new customers/ business/ month 2
(v) •Growth rate (of (iv)) 10%
(vi) •Fee per txn 10%
(vii) •Avg. size of txn 5 GBP
(viii) •Avg. no. of txn/ customer/ month 2
#trustreat 2016 12
Qtr Sep '16 Qtr Dec '16 Qtr Mar '17 Qtr Jun '17 Qtr Sep '17 Qtr Dec '17
Sales (GBP) 11 43 94 183 372 707
Vol. of txns thru app (GBP) 1,060 4,260 9,440 18,300 37,190 70,650
No. of customers per
Business 3 6 9 13 19 27
no. of Businesses 22 31 43 59 80 107
Assumptions: The beta version of the app will be adopted by 20 shops each convincing upto 2 users to enroll in the
loyalty plan. We also assume that the default loyalty plan will offer a 10% discount to consumers. The consumers
will make 2 trips to the shop per month spending on average about GBP 5 per visit.
Highlights: As per very conservative estimates
(starting with 20 shops and setting a 10% growth of
that number per month), more than 100 shops will
enroll, each in turn enrolling about 27 customers by
the end of next year. On an average GBP 5 will be
spent via the app per visit resulting in a total
transaction volume of GBP 70,650 in the last quarter
of next year. At a charge of 1% to shops, the fee
earned by Qtr Dec ‘17 will be GBP 707

13. Highlights of the beta version
#trustreat 2016 13
The beta version releases basic functionality in the app, enabling the merchant to be onboarded and enroll
customers. Merchants will be able to setup plans and register transactions and see their subscription base grow:
1. Awareness – as a first step to begin building a strong customer base
• Setup profile by specifying location so that their business appears on local search
• An easy setup process for the merchant via email/ Facebook or Google+
• Send single step SMS to customer for them to download the app and start using it
2. Differentiate – from other businesses that have similar offerings
• Customers are able to send credit accumulated for a merchant to their friends and connections
• Automatically enroll a customer at their first transaction by scanning their QR code as part of an easy 2-
step process to register transaction
3. Deepen – engage with customer base to increase repeat business
• Enable a view of all customers in one pane, categorized by their spending
• Merchants will be able to setup a value plan for preferred customers alongside the default plan
• The value plan will offer better terms to customers spending more per visit or who come to the store more
frequently

14. Highlights of forthcoming versions
#trustreat 2016 14
Forthcoming versions will let Merchants enroll more of their best customers and engage with existing customers:
1. Awareness – as a first step to begin building a strong customer base
• An easy setup process for the merchant via email/ Facebook or Google+
• Setup profile by specifying location so that their business appears on local search
• Send single step email/ SMS to customer for them to download the app and start using it
 Add other businesses as ‘affiliates’ to facilitate joint promos resulting in a mutually beneficial setting
2. Differentiate – from other businesses that have similar offerings to increase store traffic
• Customers are able to send credit accumulated for a merchant to their friends and connections
• Automatically enroll a customer at their first transaction by scanning their QR code as part of an easy 2-
step process to register transaction; allow customers to add their family to the store register
 Auto rating of shops based on their popularity with patrons (frequency of visit, txn. amount, etc.)
3. Deepen – engage with customer base to increase repeat business and customer retention
• Enable a view of all customers in one pane, categorized by their spending
• Merchants will be able to setup a value plan for preferred customers alongside the default plan
 Automatically switch customers from default to value plan based on customer parameters (txn. value, etc.)
• The value plan will offer better terms to customers spending more per visit or based on visit frequency
 Upload fb posts at the shop site, endorsing a particular product, earning loyalty points
 Send mailer (on a restricted basis, say twice a week) to selected patrons
 Run advanced analytics that lend insights on bestselling products, customers’ spending patterns, etc.

15. #trustreat.com-1
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Recent transactions
Date | customer | plan | amount
Plan A
Plan B
% more
customers over
last week
% more store
visits over last
week
Email
customers
Your total merchant dues for 1/1 -2/1 Payment View Affiliates

18. #trustreat.com-customers
#trustreat 2016 15
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Credit summary
Date | merchant | plan | amt | credit | available Cr.
View Connections

19. The Trustreat Team
#trustreat 2016 16
Paramvir (Program Manager)
• 16 Years of delivering global IT programs
• Associated with Top-notch employers in India and the US (Basware Oyj, Cummins Inc. InfoGain)
• Proficient in Setting up new IT Practices and Verticals, Business Unit Operations and Global Delivery
• Prior roles as Director-Delivery Operations, Director-Professional Services, Sr. Product Manager
• MBA-International Business from Fogelman College of Business and Economics, Tennessee USA
• Engineering Degree (B.E) in Computer Science from NIT Durgapur, India
Preeti (Product Developer)
• Android Developer with over 100 Apps under her belt
• Expert in Leading, Managing, Developing and Testing Android Mobile Apps
• Extensive experience of working in Native, Hybrid and Cross-Platform mobile Apps
• Master’s Degree in Computer Science
Kunal (Product Manager)
• Work experience spans technology, core finance and business consulting
• Prior roles with Lloyds banking, JP Morgan
• INSEAD MBA
• Engineering Degree (B.E) in Electronics from NIT Durgapur, India

20.  quick setup - via Facebook/ Google+/ email
• automatically on google search
• auto rating driven by footfall and spending
 mobile is the glue that connects all media
• 4 out of 5 customers search for local business
• almost 90% of local search result in visit to
the store within 24 hours
 mobile coupons get 10 times the redemption rate
• enable a discount for every customer
• repeat business is good for me!
 87% of sales originate from
referrals
• easily invite friends &
family to earn credit
• create connections -
a group for my shop!
 harness the full power of
social media
• like my shop? Create
a buzz on fb
• delighted to have
you around, feel free
to endorse your
favorite product!
 business together is better!
• more the merrier!
add affiliates to send
more customers to
each other
 first time visitor? guaranteed to
come around!
• sms/ email to start the
conversation!
• first purchase automatically
enrolls them!
 segmented clients make for better
conversations!
• default plan controls
relationship with clients
• patrons that visit more often
and spend more should be
pampered on the Value plan!
• automatically switch
customers from default to
Value plan based on
customer spends!
 love that we are always connected
• pull up a list of customers
who I haven’t seen in a while
and send them specials!
• send offers and solicit
feedback on fb!
• run analytics that lend
insights on best customers,
spending patterns, etc.
attract and delight more
of your best customers
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