1. MBA FELLOWSHIP 2018 FINAL PRESENTATION By: NosaIyare MBA, American University August 22nd, 2018

2. Agenda • Where • What • Why • How • Results • Challenges • Takeaway • Q & A

3. Where? GN Mobile Money USSD (short-code) All telecom networks Yam phone Ghana, Liberia PayGlobal Internet Android, iOS Smart phone Global (Ghana, Liberia, UK, USA)

4. What ? Restructure the sales team in order to maximize marketing efforts; ensuring measurable growth in agent penetration while reducing percentage of inactive customers.

5. Why? • GN Money has been operating for a year • High level of inactive customers • High turnover of sales staff • Measuring marketing effort • Slowed growth (compared to competition)

6. How? • Measurable Growth • Using Referral Codes • Better reporting • Structured Appraisals • Training & Development • Restructure Sales Team • 28 freelance sales agents • New job description • New compensation structure • Utilizing GN Bank staff • Marketing Efforts • Revenue leader (airtime) • Cluster areas (festivals) • Promotional materials • Partnerships • Agent Penetration • Pricing • GN Bank Support • Agent incentives • Complaints Management

7. Some achievements… • 3 batches of interviews. Hired 28 new freelance sales agents • Implemented more detailed sales reporting; determining matrices such as cost per user acquisition per event. • Obtaining approval from GN Bank for branch visitations • Implemented referral codes and new appraisal system • Competitor pricing analysis • Training schedule for sales team • Database of Agents to GN Call Center • Remote customer registrations (network downtime) • Mentored 2 undergraduate interns from local Universities • Eastern Region penetration strategy

8. Results week 3 week 11 Source: GN Money Super Agent Reporting Portal

9. Growth Metric Week 3 Week 11 Change Agents 7,943 9,475 20% Individuals 398,687 449,605 13% Active Users 43,166 47,242 1% Transaction Value 113m 178m 58% Source: GN Money Super Agent Reporting Portal

10. Challenges • Macro: • GN Bank co-operation • Regulatory Concerns (Bank of Ghana Directive) • Obtaining secondary data for market research • Technical issues with 3rd party service provider (Hubtel) • Micro: • Budgetary concerns • Clearly defined job roles, job descriptions and responsibility grid. • Internal communication between departments and sister companies • High turnover of freelance sales staff

11. Pending Issues • Promotional campaign for subscribers • Interest payment on wallet balances • Branch Visitations (Mobile Bankers) • Q3 Appraisals • Local website not live (GNMoney.net) • Partnerships (Jobberman & Rich Susu) • Agents using referral codes

12. Takeaways… • Business environment in other African countries • Deeper understanding mobile money • Marketing • Strategic Planning • Leadership opportunity • Ghanaian Jollof is not so bad….

13. The Future of Mobile Money The rise of cryptocurrency & Data Analytics Proven concept in Kenya, Tanzania e.t.c. Mobile phone penetration & Nimbleness of Momo “…Bank of Ghana in 2016 reported that mobile money volume of transactions registered a growth rate of 737.4%from 2012 to 2016”. “…it is 25 percent less costly to expand banking services through an agent network than through traditional bank branches”. - IFC ‘Partnership for Financial Inclusion’. Digital Access: The Future of Financial Inclusion in Africa - BOG Payments Systems Dept. Research Paper. August 2017.

14. Thanks for an awesome summer…

15. Question ?

16. Thank You Further Enquiries nosa.iyare@gnghana.com nosaiyare@gmail.com