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CUSTOMER Presented by You Exec ACQUISITION 2

FACTORS OF CUSTOMER ACQUISITION FEATURES ASSURANCE BENEFITS PRICING What distinguish our product(s) or What is our brand image and What are the exact benefits How is our pricing strategy determined? service(s)? What are covetable how do current and potential that our products/services And is it within a practical range of features that make us stand out? customers perceive us? deliver to customers? affordability for target customers? RELATIONSHIP PRESENTATION EXPERIENCE How is our CRM? And do we For physical products, how are they What is the customer journey like have partnerships with other packaged? For digital products, how throughout the purchase journey and companies that can help us? is the user interface? what about post-sale follow-ups? 3

CUSTOMER TARGET AUDIENCE • Brand loyalty : strong attachment • Gender : 55% male, 45% female • Benefit sought : quality and durability • Nationality : Americans • User Status : long-time proficient user • Ethnicity : Non-specific • Usage rate : at-least once a week • Occupation : Non-specific • Region : Suburban and rural • Lifestyle : Busy with many domestic errands • Culture : Non-specific • Personality : Practical • Population : Suburban and rural • Values : Stability and trustworthiness • Climate : Non-specific • Interest : Non-specific Behavioral Geographic Demographic Psychographic 4

MARKET SIZE $7. 0 B $5. 8 B $3. 5 B $1. 3 B 7. 0 5. 8 3. 5 1. 3 TOTAL ADDRESSABLE MARKET The entire potential market independently regardless if we have the ability to reach and serve it. SERVICEABLE OBTAINABLE MARKET The part of the TAM that we can actually serve and potentially reach with appropriate marketing SERVICEABLE AVAILABLE MARKET Portion of the market that we can capture after considering other players/competitors in the space POTENTIAL LEADS Number of leads our sales and customer acquisition team aims to acquire and reach out to 5

CUSTOMER SEGMENTATION Target Market 15 Million Unaware Target Market 1. 75 Million 3. 25 Million Not Tried 1. 35 Million 1. 9 Million Negative Opinion Neutral Favorable Opinion Rejected Not Yet Repeated 0. 35 Million 0. 65 Million 0. 35 Million 0. 15 Million 0. 75 Million 1 Million Loyal To Other Brand Switcher Loyal to Our Brand 0. 10 Million 0. 15 Million 0. 75 Million Light User Regular User Heavy User 0. 05 Million 0. 15 Million 0. 55 Million 6

CUSTOMER SEGMENTATION BY REGION $60 M $68 M $60 M $56 M 90% NORTH AMERICA Expected to grow at rate 17. 1% from 60% AFRICA Projected to rise to $2. 1 trillion by 2025 75% EUROPE It keep pace with global trend 50% ASIA poll 7, 1568 consumers across 12 markets 2021 7

TARGET PROSPECTS DASHBOARD DEVICE USAGE TARGET AGE GROUP Mobile 90% 70% Tablets 46 -55 80% Laptop Desktop 50% 30 -45 50% $60 K 60% 90% Minimum Income Married Couples White-collar workers 8

CUSTOMER NEEDS ANALYSIS WHO THEY ARE WHAT THEY DO WHEN THEY BUY HOW THEY BUY WHAT THEY EXPECT As an overview, who would What do they do Under what circumstances Are purchases made on a What level of pre and post be the most ideal, typical professionally and on do they start to consider a whim? In the store? As add sale support and customer profile for us? their own free time? purchase? -ons? On website? service is expected? 9

CUSTOMER ACQUISITION FRAMEWORK SALES FUNNEL CUSTOMER LIFECYCLE Leads (inbound/outbound) Visitor MARKETING TEAM Marketing qualified lead (MQL) Prospect Sales qualified lead (SQL) SALES TEAM Opportunity Activated user Proof of concept (POP) Closed CUSTOMER SUCCESS TEAM Onboarding Renew / upsell Customer Activated customer Loyal customer 10

CUSTOMER ACQUISITION PROCESS No Response Social Media Positive Response • SEO • Analytics • Market Research • Blog Posts • Social Networks • No Response Try to call again Positive Response Follow Up Process No Response Send Email Again Positive Response Follow Up Process Call Center Clients visit web-presence Customer relationshi p manager 3000 new customer acquired Email Campaign Social News No Response Events/ Pop-ups Positive Response 11

• Website tracking • Perverse look up & digital assets • Interactive email 01 CATCH 02 CHASE • Account intelligence • Database development • Digital assets • Social media & sales calls • Appointment setting DEMAND CREATION • Social media content • Endorsements 03 COME 04 CO-CREATE • Credentials and credibility STRATEGY • Partner marketing • Influencers • Analysts, peers and authors • Academia & thought leaders 12 12

NEW CUSTOMER BY SOURCE 80 65 75 55 50 40 35 EVENT SEO DIRECT EMAIL WEBSITE EMAIL SOCIAL ADVERTISIN G 13 13

CUSTOMER ACQUISITION LIFECYCLE PEOPLE RATE Visitors Conversion 9, 500 Conversion Prospect 8, 500 1 st Value Unit Delivered Activation Activated User 7, 500 Paid 6, 500 Daily Monthly User Close Customer DAU Active Customer 5, 500 Renew / Upsell Renewal Loyal Customer Net Promoter Score 14 14

LEAD GENERATION STRATEGY CONVERSION STRATEGY ANALYSIS STRATEGY PROMOTION STRATEGY CONTENT STRATEGY SEO STRATEGY Nurture leads Page visit Manage emails Keywords Landing page Segment list Source Publish social On-Page SEO Web pages Leads Competition Social media Off-Page SEO Blog posts Prospects Reach Call to action Blog analysis 15 15

AIDA SALES FUNNEL • Social media ads : 1 demographics/interest targeting • Display ads : topic/interest AWARENESS/ATTENTION 2 • Remarketing • Paid search • SEO INTEREST 3 DESIRE ACTION 4 • Email marketing • Remarketing • Paid search/SEO • Marketing automation • Email marketing 16 16

LEAD NURTURING LIFECYCLE GROW CUSTOMERS GET CUSTOMERS Outreach programs Product updates Keep Customers Renewal Activate Cross-Sell Acquire Next- Sell MEDIA CHANNEL Up-Sell SOCIAL MEDIA ARTICLES Blog, RSS emails Contests, events Loyalty programs 17 17

LEAD SCORING PROSPECTS Returning visitor Time on site > 5 min Country is USA SCORE YES NO 75% YES NO YES 90% YES NO YES 55% AGE: 18 -30 MALE AGE: 31 -45 MALE AGE: 18 -30 FEMALE 18 18

CUSTOMER ACQUISITION COST INPUT VARIABLES FLOW Total web visitors 10, 000 SEM cost per click $0. 50 Conversion to trail % Trail conversion % QTY CONVERSION % 10, 000 - Trails 500 5% Customers 50 10% SEM marketing spend $5, 000 - Total headcount costs $49, 500 - Total paid web visitors 5% 10% No of sales & marketing staff 3 Cost per employee per month $16, 500 COST OF CUSTOMER ACQUISITION Without headcount costs With headcount costs $10, 000 $1, 090. 00 19 19

CUSTOMER ACQUISITION COST (Cont. ) FOR A DIRECT SALESFORCE SALES Team composition 1 On target earnings $230, 00 Salary cost $230, 00 Salary + overhead $310, 00 Total team cost $560, 00 Average Team failure rate 25% Adjusted team cost $747, 00 No. Of marketing people 0. 5 Average cost person $200, 00 Marketing program spend $150, 00 Total marketing costs $350, 00 Total sales & marketing spend $1, 097, 000 No. Of deal per team per year 10 Cost of customer acquisition $109, 700 20 20