Page 25 - demo Golden pond document

A2pay investment proposal 24

Targeted Consumer Advertising:

The ultimate benefit of gathering consumer data per store via a consumer rewards campaign is building a
database of consumer profiles that purchase from a specific store. This gives A2Pay additional IP and Data to
monetise Primary Market Insights transactional data as well as the ability for FMCG Suppliers to send direct
communication via SMS on promotions/specials.
Execution:

A2Pay has researched the most beneficial method of rewarding a consumer and the chosen platform would be
a USSD application. This means that any consumer with a cellphone (Feature or Smartphone) would be able to
redeem their airtime reward and complete one or two questions. A2Pay are busy integrating into the USSD
platform and plan to pilot the first consumer rewards programme in March 2020.

Campaign Example:

Commercial Model:

A2Pay will charge the brand who wishes to run a campaign a management fee per store running the
promotion. The management fee of R350 per store per month (R145 GP), will include the following: Airtime
Rewards USSD Platform, Till slip messaging, brand marketing collateral production and installation, advertising
installation and store owner training.

Any direct advertising to consumer will be an additional cost. Brands will fund the airtime per store and set a
daily/weekly limit.