Joon Nak Choi jc@zectr.

io
Simon Lau simon@[Link]

February 2020 · [Link]

 Introduction to Zectr Proprietary & confidential

Zectr automates and combines survey research & strategic/marketing analysis

1 Clients with consumer questions… 2 can fill out a simple form... 3 … & receive recommendation in days

System designs
surveys

Consumer
brands

Consultants/
agencies
System sends
survey to target
consumers globally Machine learning algorithms +
academic-grade statistical analysis

Product screenshots of sample report done for Zectr R&D [Link] 2

Introduction to Zectr Proprietary & confidential

Our consumer survey solution can support agencies, consultancies, & end clients

Zectr gives you the power of machine learning in your work while reducing cost & time

Agencies + consultancies
Corporate Clients Zectr
Client-side research managers

question support

We empower you to serve clients more quickly and efficiently across many markets & segments

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Value proposition Proprietary & confidential

Potential use cases include time-sensitive, cost-constrained, or standardized projects

Zectr can make your project teams faster & more efficient – or run many standardized projects simultaneously

Faster More efficient Massively Parallel

Fast turnaround, results Reduce the number of Run tests for many products
delivered within a week analysts required across many markets at once
Enable data backed Increased efficiency makes Consistent & rigorous
conclusions quickly projects more profitable methodology

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 Value proposition Proprietary & confidential

Reduce the cost and time required to get from survey to insight by 10X
We automate the gruntwork so your analysts can do better things with their time

Fill out Zectr

form
Offer more to
Present insight your clients at
or run another Run 10 experiments one after another to refine your idea the same cost!
experiment Or run 10 at the same time and test 10 different ideas

1-2 days

Present insights
& recommend
1-2 days 2-3 days 2-3 days 3-5 days 3-5 days
actions

Design Contact Execute Analyze data & Compile results

survey vendor & research find insights for presentation
questions setup project project (or hire consultant)

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Value proposition Proprietary & confidential

Achieve a more comprehensive view via better sampling & in-depth analysis

We offer a level of analytical power and accuracy not available from other solutions

Comprehensive methodology Better samples Additional analysis

• Cross-referenced against census data • Covers entire relevant population, not • Market sizing & buying impacts
to generate representative results just active social media users • Tracks brand perception changes
• Respondents filtered only by client- • Client controls who sees survey, not • Suggests better strategic positioning
specified parameters some opaque social media algorithm via brand correlations
• Data not dependent on low click rates • Captures responses of a wider group • Market segmentation on product
(90-95% survey response rates) that are your customers preferences + psychographics

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Our solutions Proprietary & confidential

We developed solutions to address recurring needs of B2C companies

Product Source & Product Gauge

Test product ideas and learn the right product development, market
entry, and positioning strategy

Ad Impact
Quantify ad impact on sales & brand perception and learn better
brand positioning strategy

Zectr works via web browser & requires zero installation or integration

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 Consumer segmentation Proprietary & confidential

Zectr automatically segments consumers into unique groups, identifying where you
are strongest, where it’s most competitive, and gaps where you can grow

Value short wait time, S egment 3 are consumers

patient staff, affordable,
Visa King well-located, seamless Visa King that are mostly New D elhi
experience.
(100% ), Male (64% ), and
Don’t value short wait Urban (64% ).
A leading 3rd party visa time, comprehensive

processing company trying offerings, efficient,

experienced, trusted. Segment info include
to understand its brand unique demographics,
perception through survey. pricing, perceptions,
Value short wait time,
convenient, easy to behaviours, & more
RSVP, experienced,
comfortable office/center,
Zectr algorithms find trusted Don’t value short wait
time, convenient, easy to
Visa King
patters in consumer RSVP, experienced,
comfortable office/center, Travel Document Support
Thomas Visa
preferences and cluster trusted New D elhi
Visa International
Cox and Kings
consumers into segments
Don’t value short wait
time, patient staff,
Value short wait time, affordable, well-located,
comprehensive seamless experience.
offerings, efficient,
experienced, trusted.

Visa King Visa King

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Brand perception Proprietary & confidential

Our system also tracks consumer brand perception for each of the products
surveyed and compare them to competitive products in the market
Leisure Business

VISA KING
L eisure consumers generally
Safe perceive Visa King’s product as
Clear instructions Short wait time E fficient and Trusted while
Comprehensive offerings Seamless experience B usiness consumers perceive it
as E fficient and E xperienced.
Convenient Trusted

Patient staff Comfortable office/center

Compare how consumers
in each segment see each Efficient Experienced
brand in numerous
Easy to RSVP Well-located
positioning dimensions Affordable

Travel Document Support Thomas Visa Visa International Cox and Kings

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Positioning & gap analysis Proprietary & confidential

We also analyze the correlation between brand perceptions, buying intention, and
brand choice to identify perception space gaps where your brand can fill

For the L eisure product scenario in

the general market, we identified
S hort wait time as the positioning
E xperienced dimension with the most potential
Convenient
S afe where Visa King can move towards.
P atient S taff
Comprehensive offerings

T rusted
W ell-located
S hort wait time
Comfortable
S eamless experience office/centers

Clear Instructions

We find the perception

E fficient dimensions with high
E asy to R S V P
correlation to purchase and
low competitive penetration

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 Market sizing & buying intention Proprietary & confidential

Zectr runs simulations on demand and lets you know which of your products has the
most market potential based on consumer preferences and spending power
Leisure Business

VISA KING
L eisure product results in the
biggest potential revenue
opportunity of 118M US D , and is
25% more than B usiness
product, with a 2.5% higher
We calculate how many share in brand preference.
consumers are interested
in each product & the Leisure Business
spending power that
represents

Visa King Travel Document Systems Thomas Cook BLS International Cox and Kings
Zectr also calculates
consumer interest in
your competitor and
their spending power
Business Business Business Business Business Business Business

Leisure Leisure Leisure Leisure Leisure Leisure Leisure

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Brand centrality vs distinctiveness Proprietary & confidential

Our new centrality & distinctiveness map helps you learn the brands that define the
category, the ones that stand out to consumers, and where it’s most profitable
Niche Aspirational

V isa International

T ravel Document S upport

D istinctiveness

T homas V isa Our system will also let you

V isa King see the brand perceptions
associated with each type
Cox and Kings

Peripheral C entrality Category defining

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Our experience
Past sample use cases

February 20 · [Link]
 Illustrative case studies

Leading coffee company wondered which new

product concepts would succeed
Client Input Zectr analysis & findings

3 packaging concepts Best flavor & package combo

10 product features Market size estimation
6 flavor choices & descriptions Consumer segmentation
10 positioning dimensions Positioning & pricing strategy
Competitor products & pricing

t Client cost savings on research: US$10,000

Client time saving on research: 4 weeks+

Zectr report example

Client results
Client learned the ideal package & flavor concept to launch and optimized their pricing & positioning strategy. From client: “We have now
determined our launch flavors based on the result, and also referenced the price/ volume simulation to set our pricing strategy”
 Illustrative case studies

Fortune 500 water purifier maker needed to set

the right strategy & business model
Client Input Zectr analysis & findings

2 product type descriptions Best business model choice

10 product features Best product line & ideal pricing
6 branding dimensions Market sizing for all alternatives
3 business models Gap analysis & positioning
Competitor products & pricing

t Client cost savings on research: US$12,000

Client time saving on research: 5 weeks+

Zectr report example

Client results
Client learned the product & business model mix that has the biggest opportunity in Hong Kong within days, and subsequently had similar
research done in Indonesia
 Illustrative case studies

Global billboard company wanted to know the

effectiveness of their ad campaign
Client Input Zectr analysis & findings

Bus ad concept Ad reach, recall, & uplift

5 brand perceptions Impact on brand perceptions
Locations of bus ads Changes on buying intention
4 product features Improved brand positioning
Competitor products & pricing

t Client cost savings on research: US$8,000

Client time saving on research: 2 weeks+

Zectr report example

Client results
Client learned the reach and impact of their ad at a fraction of their usual costs, and was able to find a more effective positioning for the target
brand. They also presented Zectr report findings during their annual awards ceremony.
Our team Proprietary & confidential

Zectr was envisioned by a strategy consultant, modeled by a Stanford professor, and

built by a Silicon Valley technologist

Joon Nak Choi (JC) Simon Lau Gabe Totino Maryna Aleksandrova
Co-founder Co-founder CTO Lead Designer

Held faculty positions at Stanford, Former strategy consultant at KPMG, 20+ years experience in technical Master of Design (Interaction
NYU Shanghai, and HKUST managed go-to-market digitization architecture, programming, design, Design) from The Hong Kong
strategy projects for FMCG firms & engineering management Polytechnic University
Taught corporate strategy &
management consulting for 8+ years Previously sr. manager of strategy for CTO and/or Founder of startups Lead designer at [Link]
a surgical robotics startup including AssertID, successfully
Worked as a strategy consultant at UI designer at [Link]
exited JadeSail via acquisition
Novantas & Chief Scientist at Silicon Serial entrepreneur who started his
UI/UX at PublicVerification
Valley startup AssertID career in finance & sales Previously Director at Motorola,
managed global engineering teams 5+ years experience with early-stage
Stanford PhD & MA, social network [Link] from Rotman & MBA at
startups
analysis focus; AB from Brown Schulich in Toronto Began career at IBM

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Get started with Zectr today!
All you need is a web browser, no installation or integration required

visit [Link]

Contact us at:
jc@[Link]
simon@[Link]