The data behind the decision
| Variable | Number |
|---|---|
| Total app downloads | 1M+ (Google Play Store) |
| Registered resellers | 500,000 |
| Active resellers | 160,000 (Antara News) |
| Monthly new registrations | ~20,000 (assumption) |
| Reseller demographic | 70% female / 30% male (Kontan) |
The number that mattered most
Only 32% of registered resellers were active — leaving 68% dormant. That single ratio reframed the whole growth question: was it more efficient to recruit more SMEs, or re-engage the resellers already on the platform?
Leverage resellers, not SME growth
Leveraging resellers
- Already the backbone of the business at 500K strong
- High drop-off (32% active) = fastest available upside
- 70% female base opens targeted, values-led engagement
- Faster path to revenue impact
Leveraging SMEs
- Expands product variety, which can pull in resellers indirectly
- Longer revenue cycle — onboarding & training take time
- Growth effect on resellers is real but indirect
Six pain points, scored and prioritized
| Pain point | Ease | Impact | Score |
|---|---|---|---|
| Price competitiveness & product knowledge gaps | 4 | 5 | 20 |
| Slow customer service response | 5 | 4 | 20 |
| Transparency & trust issues in logistics | 4 | 5 | 20 |
| Dormancy due to lack of motivation | 3 | 4 | 12 |
| Lack of recognition as affiliated reseller | 4 | 4 | 16 |
| Low engagement / lack of local leadership | 3 | 3 | 9 |
Price competitiveness carried the highest priority overall once feasibility was weighed in — it was judged high-impact but harder to execute (needs segmentation, tech-enabled pricing, and reseller training), so it was scoped as a mid-term flagship rather than a quick win.
A tiered pricing model, designed end to end
| Element | Design |
|---|---|
| Tier structure | Basic (new/low-sales) → Intermediate (sales threshold) → Top (best pricing, early access, marketing support) |
| Tier advancement | Volume discounts scaling with sales (5% at 10 units, 10% at 20 units) + a loyalty points system |
| Communicating value | Lead with concrete price benefits and reseller success stories |
| Support | Sales/marketing training + regular check-ins with dormant resellers |
| Reactivation | Limited-time offers and personalized campaigns targeting dormant accounts |
| Monitoring | Track engagement continuously; adjust thresholds and incentives as needed |
Benchmarked against industry data
+30%
retention lift reported for tiered loyalty programs (LoyaltyOne study)
15–20%
projected sales growth among active resellers, first months post-launch
25–30%
projected reactivation rate for dormant resellers
Bottom line A clear, transparent pricing ladder was chosen over broad SME expansion — because it converts an already-diagnosed 68% dormant base faster than building a new one.
Strategy deck
Type: Consultancy Project · Level C2 · October 2024 · View the deck on Google Slides ↗