BYAN is a young firm founded in 2013 specializing in research and consulting services. Our approach to research is about creating knowledge rather than providing data. We offer full range of research solutions designed to guide our clients through all development stages. We provide strategic and operational consultancy services to businesses, organizations and portfolio holders to help improve their performance or seek new business opportunities. Unique approach to consulting services based on a combination of strategic advice and a hands-on pragmatic approach BYAN is lead by a group of partners with diverse experience in fields of research, strategic and management consultancy.

1. Oct, 2013
Byan for Research and Consultancy
Company Profile
Cairo, Egypt
Byan [ba-yaan] to explain; emphasize; illustrate; express and clarify.
CONFIDENTIAL | www.byan.co

2. Introduction to BYAN
BYAN offers full range advisory services designed to address all
your strategic and operational needs
Overview
• BYAN is a young firm founded early 2013 by a distinguished group of
partners with diverse backgrounds in fields of research, strategy and
operations management consulting.
• BYAN specializes in offering wide range of research and advisory
services serving four main distinct sectors namely FMCG, ICT & Media,
Finance & banking and Healthcare; focusing on four core business
aspects which are Business Strategy, Commercial/Marketing
Management, Operations Management and Business Improvement.
• Our approach to research is about creating knowledge rather than
providing data. We offer full range of research solutions designed to
guide our clients through all development stages.
• We provide strategic and operational consultancy services to
businesses, organizations and portfolio holders to help improve their
performance or seek new business opportunities.
• Unique approach to consulting services based on a combination of
strategic advice and a hands-on pragmatic approach
B YA N
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
2

3. Introduction to BYAN
1
Our clients
Telecoms
NON EXHAUSTIVE
B YA N
Financial Institutions
Automotive
Real-estate developers
1 Client
FMCG, Electronics & Retail
Other
references refer to personal client relationships of Byan’s team members, including those established with previous employers
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
3

4. Introduction to BYAN
Our offering covers wide range of services and industries
Byan Services
Strategy Consulting
Commercial Consulting
Operations Consulting
Research
Training
OD Consulting
PMO
B YA N
Industry practices
Telecoms
FMCG
Retail
Banking
Real estate
Automotive
Health Care
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
4

5. Our Consultancy Services
BYAN focuses on generating and maximizing value to our clients
through a pragmatic and result-oriented approach
… by seeking new business opportunities
… by exploiting new business lines and models
1
3
M&A & Start ups
Product Development
2
4
Strategy and Business
Development
Business Model development
Help our clients
maximize their
enterprise value …
5
7
Branding & Marketing
6
8
Sales & Distribution
… by superior commercial management
B YA N
Business improvement
Transformation Program
Management
… by achieving operational excellence
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
5

6. Our Consultancy Services
BYAN team have a significant track record in establishing new
businesses as well as in exploiting new business opportunities
… by seeking new business
opportunities
1
M&A & Start ups
• M&A strategies and opportunities
identification
• Financial and operational evaluations
• Bid applications for licenses
• Commercial and technical due
diligences
• Business planning
• Business valuations
• Full start ups management
B YA N
2
3
M&A & Start ups
2Strategy & Business
Development
1
… by exploiting new
business lines and models
Help our
clients
maximize
their
enterprise
value …
Strategy & BD
• Advisory to the Board
• Corporate strategies and strategic
plans
• Market entry, expansion and
partnership strategies
• New business models definition and
strategies
3
Product
Development
4 Business Model
development
Product Development
• Product lifecycle management
strategies
• Wholesale strategy
• Product strategy
• Detailed product marketing review
4
Business Model development
• Evaluating corporate or unit
business model and profitability
• Alternative strategies to turn around
business.
including target segmentation,
pricing, distribution and promotional
activities
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
6

7. Our Consultancy Services
We help our clients optimize and transform their organization to
become leaner and more profitable
5
Marketing
• Branding & communication
• Analytical marketing and VBM
- Revenue stimulation
- Up and cross-selling
• Value proposition redesign
• Pricing strategies
• Customer experience design
• Loyalty programs
6
• Routes to market strategies
• Distribution models
• Channel management and
compensation
• Sales & Distribution revamp
• Channel strategy and set-up for new
•
•
•
•
•
•
Business improvement
Performance improvement programs
Business model transformation
Revenue assurance
Innovative sourcing
Managed services
Vendor management
8
Program Management
• Program management / launch
offices
• Portfolio management
• Transformation program offices
• Organization structure and
governance model re-definition
services
5
6
Branding &
Marketing
Sales &
Distribution
… by superior commercial
management
B YA N
7
Sales & Distribution
Help our
clients
maximize
their
enterprise
value …
7
8
Business
improvement
Program
Management
… by achieving operational
excellence
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
7

8. Our Consultancy Services
How we deliver the difference
A unique approach to advisory services
Industry
understanding
Research
excellence
• We develop deep understanding of the industry, the only way to be true partners and
deliver value to our C-level clients
• We create knowledge rather than providing data, our approach is to provide the
analytical insights not just the numbers and trends to support decision making
Lasting
partnerships
• Our focus is on realizing the results, not just leaving our clients with the good ideas,
Strategists &
implementers
• Unique combination of senior advice with hands-on experience that drive the
Knowledgeable
teams
B YA N
hence we work on developing a lasting partnership with our clients
implementation to true results
• Our team is mainly comes from multinational and consultancy backgrounds to provide
true value for money
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
8

9. Our Research Services
Why Byan Research? 4 compelling reasons
1
2
3
4
B YA N
Quality
Quality research using state of art tools and techniques
Speed
Speed and scalability in research execution
Experience
Value
Top-notch team balancing category understanding and deep research expertise
Best value for your research budget
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
9

10. Our Research Services
1
Quality research using state of art tools and techniques
A. Fieldwork quality
We believe that quality of fieldwork is the foundation of a high quality
research, hence we focus on accuracy in implementing the research
methodology as planned with experienced interviewers, back-checkers
and operations across the different methodologies Paper and Pencil
Interviews Computer Aided Telephonic Interviews and Computer Aided
Personal Interview
B. State of art tools and techniques
We apply advanced analysis to provide insights not just numbers, for
example: Multivariate analysis allowing for in-depth understanding the
relations between the variables yielding the optimum results. Examples
include
Principal
component
analysis,
regression
analysis,
correspondence analysis, among others.
MX software supporting market research and sensory analysis tools such
as Penalty Analysis, TURF analysis, among others.
B YA N
C. Quality Checking Approach
We employ strict quality checking approach:
1. For all types of studies: Prior to fieldwork we do extensive field
brief training, mock calls and pilot testing.
2. For Face to Face interviews:
• 50% back check for all the questionnaires (vs ESOMAR standards
of 30%), along with 10% accompanying interviewers.
• Regional back checkers ensuring daily checks for best quality.
• 100% scrutinized questionnaires
3. For Mystery Shopper:
• Supervisors accompany the interviewers at least 50% of their
visits
• Cards/ photos/ receipts are attached with Mystery shoppers
questionnaires
• Random visits are done by supervisors / back-checkers for a
sample of stores’ visits done by the Mystery Shoppers in the
same day to ensure high accuracy
4. For Computer Aided Telephonic Interviews:
• Available Auto dialer to call randomly from the database
• All the phone calls are recorded for later quality checks.
• Supervisors listen to most of the interviews done by the
interviewers live to provide feedback.
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
10

11. Our Research Services
2
Speed and scalability in
research execution
We have flexible and easily scalable workforce and facilities:
•
•
4
For CATI: we have an access to extra call center facilities
that can go up to 35 -40 extra seats based on urgency of
ad-hoc research needs.
For Face-to-Face interviews and mystery shoppers: we
have up to 40 experienced field work interviewers and a
number of supervisors and quality checkers. Regional field
work teams enabling any large scale regional on timely
manner.
3
Top-notch team balancing
robust category understanding
and deep research expertise
Extensive research experience covering primary and secondary
data allowing for efficient tackling of the business challenge.
Our fieldwork team has extensive years of experience working
with different global research firms, handling ongoing
complicated trackers nationwide across different industries.
Best value for your research budget
Given local and international tough market conditions, research budgets are being challenged to offer the best value at lowest
costs. We understand this challenge, and we are structured to offer the best value. We have minimal overheads ensuring low
administration costs for any contracted research.
With out compromising on quality, we enable you to do more with your research budget.
B YA N
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
11

12. Our Research Services
We provide quantitative and qualitative research services
covering most of the MENA region
Our Regional Footprint
Our Research Service Portfolio
• Qualitative Research:
– Focus Groups Discussions (Regular and Extended)
– In-Depth Interviews for consumer, traders and business
customers
– Home visits
• Quantitative Research
– Paper and Pencil Interviews
– Computer Aided Telephonic Interviews
– Computer Aided Personal Interviews
•
We have a full operating research office in Egypt and we
conduct research through contacted field offices in MENA
region.
•
Given our experience and relationship with these field offices,
we can guarantee high quality of fieldwork, competitive time
and cost in these countries.
– Online interviews
Covered Segments
• Consumers
• Business to Business
• Traders
B YA N
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
12

13. Our Research Services
We cover a wide range of research studies delivering insights
into every aspect of our client’s business
Sample studies under the mentioned category
1
Customer
Understanding
2
• Customer satisfaction studies
• Demand Estimation studies
• Category Usage and Attitude Studies
Market Research
• Market information and trends
• Market sizing and entry strategy
• Market risk analysis and mitigation
Marketing Studies
• Brand equity and association studies
• Concept/Product testing
• Pricing Studies
• Customer segmentation and analytics
• Buyer motivation and expectations
• Loyalty studies
3
4
Distribution Studies
5
Political Researches
B YA N
• Advertising Researches and trackers
• Positioning studies
• Product testing
• Trade mystery shopping
• Trade audits
• Geo mapping studies
• Public opinion polling
• Political parties brand tracking
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
13

14. Our Research Services
1
Customer Understanding: Customer satisfaction studies
Satisfaction Studies types
Importance Performance analysis
Importance/Performance Analysis
Satisfaction Studies
Employees
WHY?
• It is easier to RETAIN than to gain a new customer
• It costs you five times more to gain a new customers
than retaining a customer
• Satisfied customers tend to be loyal who engage in
positive word of mouth reinforcing your brand and
strengthening it
Performance Level
Consumers
Partners/
Traders
Potential Opportunity
Ideal Situation
High performance attributes
that currently consumers
don’t realize their
importance. Must raise
consumer’s awareness.
You are performing well in
the significant attributes”
– Keep up the good work.
Secondary Focus
Area of Action
De-prioritize
You are not performing
well in the significant
attributes.
Importance Level
B YA N
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
14

15. Our Research Services
2
Market Research: Market Scanning
Example: Market scanning For Real Estate Prices
Example: Market Scanning for Competition and client Brands
Source : Primary Data – Mystery Shopper and
Scanning
Source : Primary Data – Mystery Shopper and Scanning
Illustrative Example
B YA N
Illustrative Example
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
15

16. Our Research Services
3
Marketing Studies: Brand Equity
Sample brand equity research approach
Example: Competitive brand study
Ever Bought / Sell
Currently Used
Most Often Used
Brand’s Presence within the category
Brand 1
Behaviour & Attitude towards the brand
(Consideration – Trial)
49
35
Brand 2
53
48
33
Brand 3
What does the Brand stand for? (Knowledge
and impressions associated with the brand)
59
58
41
32
Share of Endorsement
Attribute 4
Attribute 3
Being Connected to the Brand
Continue / Increase Using it Positive word of
mouth
Attribute 2
34%
16%
50%
20%
40%
Brand 1
B YA N
34%
11%
55%
Attribute 1
34%
26%
40%
0%
34%
54%
12%
Brand 2
60%
80%
Brand 3
C O N F I D E N T I A L
100%
Illustrative Example
|
w w w . b y a n . c o
|
16

17. Our Research Services
3
Marketing Studies: Category Usage and Attitude Studies
Example: Mapping market opportunities and need gaps approach
Example: Usage and buying habits
Penetration (L12M)
Current Usage (L30D)
100
“WHY” Needs
for consumption
and usage
“What is used”
Details about
usage
“When”
Occasions of
consumption/
usage
80
60
Decision Making
process
Brands
Dynamics
12
60
6.3
46 7.32
35
40
20
Who are the
category users
15
0
All
8.0
45
38
5.0
7.9
34
45
6
6.0
47
24
35
35
Region 1 Region 2 15-24 yrs 25-34 yrs
9
25
3
0
35+ yrs
Occasions of Buying
Purchase /
Subscription/
Activation
Behavior
Where it is used
Upon Need
Monthly Stocking
Biweekly buying
Weekly Buying
B YA N
50%
25%
10%
15%
Illustrative Example
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
17

18. Our Research Services
3
Marketing Studies: Concept and Product testing
Example: Concept testing approach
Example: Testing Cycle approach
Idea Generation
Concept
Testing
Product
Testing
Concepts / Products Testing
We study:
Appeal Level
Comprehension
Relevance of Concept for the consumers’ needs
Uniqueness versus the current offerings
Key message / benefit communicated in the concept?
Reasons to Believe for the claimed message and benefit
To be able to answer:
• Does your new product generate the required level of
appeal?
• Does the new product meet the consumers’ needs?
• Is it unique than the remaining offerings in the market?
• What are the sensory attributes which need to be modified
?
B YA N
Paired
Comparison
Sequential
Monadic
Monadic
5.0
Purchasing Intention
•
•
•
•
•
•
Concept B
4.5
4.0
3.5
Concept A
3.0
2.5
2.0
1.5
1.0
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Overall Rating
5.5
6.0
6.5
7.0
Illustrative Example
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
18

19. Our Research Services
3
Marketing Studies: TURF and Penalty analysis studies
Example: Penalty analysis
Example: TURF analysis
TURF Application Example
Penalty Analysis Application Example
% of Respondents Willing to Buy Different Flavors
(Multiple Answers)
Flavor A
50%
Flavor B
40%
Flavor C
If we are testing a sensory attribute – and we need to measure the
penalty of not scoring “Just Right” in this attribute for the overall
product evaluation.…
30%
Just right
Too Weak
Looking at the table – obvious results is to recommend to launch
favors A & B.. But TURF reveals something different …
Using TURF analysis – we can measure the maximum reach of
different flavors combinations post removing the possible
duplication of respondents between different flavors:• Flavors A & B: 60%
• Flavors A &C: 75%
• Flavors B &C: 65%
Hence through TURF we can recommend to launch
flavors A&C.
Mean Scores
Penalty
6.5
4.8
-1.7
6.0
-0.5
Based on the above – we can recommend to strengthen the attribute
Illustrative Example
B YA N
Too Strong
Illustrative Example
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
19

20. Our Research Services
3
Marketing Studies: Pricing Research
Example: Pricing Studies approach
Pricing Techniques
Price Sensitivity Meter
Gabor Granger
a) Selecting the Attributes relevant to
the product, and the levels related to
each attributes and hence different
products bundles.
b) Consumers are given the choice to
choose between different product
bundles
100
90
80
70
% Responses
60
50
40
30
20
10
0
<30
30
40
Cheap
50
60
70
80
90
Price (EGP.)
Expensive
100
110
120
Too Expensive
130
>130
Too Cheap
• Respondents answer four questions
regarding the price points where products
are considered:
• Too cheap – Bargain – Expensive – Too
expensive to buy
B YA N
Choice Based Conjoint
• Identifying the price point which generates
optimum revenue.
• Calculates the extent of demand elasticity
with price change
The utility of each
attribute and at each
level.
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
20

21. Our Research Services
3
Marketing Studies: Advertising Researches
Example: Advertising Research types
Example: Ad enjoyment and recall
T2B: 70%
Advertisement Researches
Story Board
Animatic Copy
Enjoyment Level
50%
Finished Copy
0%
DIAGNOSTICS
REACH & RECALL
20%
20%
60%
40%
10% 10%
80%
• Extent of reach of the
copy
• The recall of story
elements
• The recall of the brand ,
logo and slogan.
• Advertising
message
recall
Somehow enjoyed watching it
Somehow didn’t enjoy it
• Is the copy enjoyable
and engaging enough
to capture attention?
• Comprehension Level
• Persuasion Level
• Key message captured
Extremely enjoyed warching it
10%
100%
Didn’t enjoy it at all
Neutral
Story Recall Across All respondents
Scene 1:
Introductory
Scene
25%
Scene 2:
(60%)
Ending Scene
(10%)
Branding
Elements Scene
(75%)
Slogan
(5%)
Scene 4:(30%)
The Song / The
Music
(80%)
Illustrative Example
B YA N
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
21

22. Our Research Services
4
Distribution Studies: Geographic Mapping Surveys
Example: Automotive Industry – Lubricants market leader
Example: Mystery Shopper – FMCG sector
Linking Geo-mapping by regions
Regional Dashboard – Drill down to Qism Level
Recommendation by Brands
Cairo Region
70%
70%
60%
50%
50%
Regional Product
Recommendation
Product
Recommendation
Before & After
implementing
dealers’ schemes.
40%
40%
35%
30%
30%
50%
46%
43%
42%
40%
40%
40%
39%
37%
35%
45%
W1
33%
Total
Alex
Wave 2
Wave 3
W3
W4
Brand 2
Brand 3
Recommendation by Qism
Wave 4
Cairo
Delta
W2
Brand 1
38%
30%
Wave 1
10
%
40
%
70
%
70
%
50
%
50
%
60
%
60
%
Qism 1
Qism 2
70
%
60
%
90
%
50
%
Qism 3
Illustrative Example
Illustrative Example
B YA N
55%
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
22

23. Our Research Services
5
Political Studies: Political party trackers
Preference for Political Parties
Political Party Preference
Sources of Information for the Political Parties
30%
80%
27%
25%
70%
25%
21%
20%
70%
60%
20%
20%
20%
20%
18%
15%
60%
50%
50%
15%
14%
10%
40%
40%
30%
20%
5%
10%
0%
0%
FJP
Masr ElDostour
Wasat
Kaweya
Wave 1
Wave 2
Misr
TV
Radio
TV
Radio
Newspapers
Newspapers
Internet websites
Internet websites
Illustrative Example
B YA N
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
23

24. Team Profile
Sherine Fouad – Founder and Managing Director
•
•
•
•
•
Former Strategy Director of Vodafone Egypt
17 years of strategy, commercial and operations experience in mobile and fixed telecommunications.
Worked with top consulting firms including Mckinsey and PwC from client side on various restructuring and M&A projects.
Recently appointed as strategy and commercial advisor to the ministry of investment in Egypt.
Recent telecommunications projects included:
– Development and launch of first European MVNO targeting Arab speaking ethnic communities in Italy.
– Revamp of distribution strategy including direct/indirect channel mix, channel incentives and economics and channel reach
– Development of rural expansion strategy to capture market growth; covering end-to-end geo strategy, distribution, location-based
tariff and branding.
– Lead a consortium of local and int’l companies to win a license bid to operate quad play services within closed communities in Egypt.
– Managed an end-to-end 200mUSD takeover opportunity, activities included opportunity identification, due diligence and deal
negotiation.
– Covered a range of topics including regulation, technology evolution, terminals strategy, commercial pricing strategies, infrastructure
and total communications among others.
• Functional experience covering product & segment management, wholesale, customer relationship management, customer care
management
B YA N
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
24

25. Team Profile
Yosra El-Sharkawy – Research Partner
• 7 years of experience in the field of marketing research
• Handled diversified marketing research Quantitative adhocs and trackers in Egypt and in MENA region including Door to Door interviews
, Central Location Tests and Computer Aided Telephonic Interviews.
• Handled a large number of Qualitative researches.
• Worked with AMRB- Millward Brown, and LOGIC Market Research.
• Strong knowledge and experience in multivariate analysis and its research applications.
• A wide range of clients served in several fields such as:
FMCG: Savola, Unilever, Coca-Cola, Cadbury and Eva Cosmetics
Telecom: Vodafone Egypt, Arabia Mobile Services and Telecom Egypt.
Political:
Assessing Amr Moussa selling line campaign and presidential elections
Education: New Giza University – Egypt and GEMS Education – UAE
• Masters of Business Administration – Marketing and Branding the Higher Education Brands in Egypt. Measuring the current brands equity
in the market through Qualitative, Quantitative and desk research. Recommendations were provided for the brands to better perform in
the local markets.
B YA N
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
25

26. Team Profile
Dina Nabeeh – Operations Consultant
•
•
•
•
•
•
•
•
•
Former Head of Operations in AMRB – Millward Brown – Egypt office
18 years of experience in the market research agencies.
Handled fieldwork operations including Consumer Quantitative, Qualitative fieldwork and retail audit.
Qualitative fieldwork included: Focus Groups (extended and regular), In-depth Interviews and home visits
Quantitative fieldwork included:
– Paper and Pencil Interviews – random door to door, Mystery Shoppers and Central Location Test
– Computer Aided Telephonic Interviews
– Computer Aided Personal Interviews.
Strong moderation skills – moderated large number of focus groups and In-Depth Interviews in Egypt nationwide.
Handled a number of continuous random trackers Paper and Pencil Interviews for telecom and FMCG multinational clients in Egypt,
MENA and LEVANT.
Travelled personally to Sudan and LEVANT to check the quality of fieldwork
Established teams of interviewers and quality control and back check system across Egypt managing quantitative and qualitative
fieldwork
B YA N
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
26

27. Team Profile
Yousra El-Gabbas- Qualitative Consultant
•
•
•
•
•
Seven years of experience in the field of Qualitative marketing research
Former Head of Qualitative Department in AMRB Egypt
Worked in TNS and AMRB – Millward Brown and LOGIC Market Research
Professional experience in moderating Focus Groups, In-Depth Interviews and Home visits
A wide range of clients served in several fields such as:
FMCG: Unilever, Coca-Cola, Fayrouz International, Cadbury, Kraft and MARS.
Telecom: Etisalat Misr
• Bachelor of Mass and Communication – Minor Business Administration – American University in Cairo
B YA N
C O N F I D E N T I A L
|
w w w . b y a n . c o
|
27

28. Contact us
info@byan.co