# Launch Services

## What we do What we propose to do

## To successfully launch your operator

Very simple: so that it really “hits the ground We successfully launch networks running”

## Where we did it before

**Sao Paulo, Brazil. Exceeded Business Plan forecast by over 33%**

Obtained 30,000 subscribers in the first year, exceeding the goal by 22,000 and allowing for an intake of market share quite above expectations, Generated $13.2M in revenue for Y1.

Developed and implemented all market related processes and authored all documentation required for the launch of a multimillion-satellite mobile telecommunications operator.

Developed and implemented a launch strategy based on a creative pricing proposition that allowed for a good initial customers intake that translated in an above-budget market share by end of Y1.

Developed the Launch Plan consisting of:

- Marketing
- Sales
- Distribution
- Technology
- IT
- Legal
- Regulatory and Interconnect
- Customer Care
- HR and Administration.

After three months of operation revenue is 12% over budget while active customers are 300% over forecasted, allowing to calculate a market share by end of Y1 twice as originally planned.

## What we propose to do
Our proposal assumes three stages

### Stage one: Pre-Launch – Three months

**Marketing**  
✓ Define brand personality, mission, vision and strategic pillars  
✓ Translate the above in a coherent and successful set of communications tools that will impact the target audience at launch

**Distribution**  
✓ Define commissioning and KPIs  
✓ Define and implement channel strategy: Direct, Indirect and Alternative (civil associations, interest groups, etc.)

**Products**  
✓ Define and develop a unique product portfolio that will clearly differentiate Unicell from its competitors. Ex: Zero Balance Optimisation; Voice Registration, etc.

**Pricing**  
✓ Define and implement a pricing strategy based on the latest available Pricing Tools, guaranteeing revenue intake in full accordance with Business Plan

**Customer Care**  
✓ We will define and implement an adequate customer care strategy based on a mix of:  
  • Outsourcing  
  • Home based  
✓ We will hire and train both areas

### Stage two: Launch – Three months

- Basic Product Portfolio  
- Launch offers  
- Brand values  
- Basic Product  
  
✓ Emphasis will be placed in communicating:  
  • Brand values  
  • Launch offers

✓ Channels will be followed-up and filtered through the defined KPIs. If necessary some will be replaced.

✓ New products will be launched in order to transmit the image of continuous innovation

✓ Launch offers will be kept for three months

✓ Redefine strategy: outsource/home based

### Stage three: Post-Launch – Nine months

**Marketing**  
✓ Emphasis will be placed in communicating the new products  
| Marketing | Distribution | Products | Pricing | Customer Care |
| --- | --- | --- | --- | --- |
| Emphasis will be placed in communicating the new products | Existing channels will be assessed through the defined KPIs. If necessary some will be replaced. |  |  |  |
| Affiliates / Partnerships strategy to be developed | More new products will be launched in order to transmit the image of continuous innovation | Launch offers will fade to be replaced by stable pricing |  |  |
| Revenue intake will be reviewed in terms of Business Plan | We will continue to follow-up calls intake and |  |  |  |

1. Right size the service  
2. Redefine strategy: outsource/home based accordingly

### How we propose to do it

**Project Director.** He will be in Nairobi/Kismiyu one week every month to follow up the project and meet with team and Unicell executives.

**Marketing:** Marketing function will include strategy, webpage, graphic design, etc. and will be handled by sister company Momentum360 (See attached presentation).

**Distribution:** Will be handled by a MEC resource based in Nairobi/Kismiyu for the duration of the project.

**Team**

**Product and Pricing:** Will be handled by a MEC resource based in Nairobi/Kismiyu for the duration of the project.

**Customer Care:** Will be handled by a MEC resource based in Nairobi/Kismiyu for the duration of the project.

## Next Steps

The next step we suggest is a meeting to discuss the particulars of the proposal.