What we do…

Both Daraz and Kaymu exist to connect Sellers & Customers in our countries

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Our Mission

Our mission is to provide an enjoyable shopping

experience for Consumers and to grow together
with our Sellers
We will continue building a vast loyal customer
base by having the broadest selection of products,
unbeatable prices, 100% reliable fulfillment and
relentless focus on customer experience.
For our Sellers, we continue to provide a
differentiated value-added services to support
scalability, growth and integrated business
solutions.
We will achieve our mission by focusing on our
core values and hiring, coaching and retaining the
best people in the industry through a strong
company culture.
We are committed to a strong ESG program and
creating long-term growth and job opportunities in
all of our markets by pioneering the e-commerce
development.

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Pakistan Management Team

Group Management with Experience in Execution, Marketing and Finance

Bjarke MIKKELSEN Jonathan DOERR Kiran FARUQI

Co-CEO Group Co-CEO Group CFO Group
Background: Goldman Sachs, A.P. Background: JUMIA, OTTO Group Background: PWC, Philip Morris
Moller Maersk

Pakistan Management Team

Mahmoud Ibrahim Shahzad ANWAR Hamaad Ravda

Managing Director AIG Express Chief Commercial Officer Daraz VP, Marketing Daraz Group
Background: Jumia, Cisco Systems Background: SNL Financial Background: Gul Ahmed,
Shopistan.pk,

Ali Zain Sheikh

Chief Commercial Officer Kaymu.pk
Background: Mantaq Systems, Metro
Cash and Carry

confidential information - not to be shared with third parties

2/11/2018 6
 Organizational Structure

Management

Human Business Customer Customer

Legal IT Finance SWAT Commercial Marketing Sales Technology Content Operations
Resource Intelligence Services Experience

KAM – Product QC and Operations

Admin HR Finance PR B2B Sales Inbound Warehousing Dispatch
Fashion Management Content Excellence

Talent Product
Billing KAM – GM Content Sales Force Studio Outbound
Management Development

Vendor
HR Operations E-Payments Design Chats
Acquisition

Vendor
Payroll Online QA
Incubation

Vendor
Onsite MIS
Performance

Vendor
PM
Operations

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Daraz & Kaymu Departments
There are many different departments a Daraz, all of which have a role in serving the
customer. The below sets out these different roles and responsibilities.
Dept Role Dept Role

• Manage relation with Sellers to secure new products, deals and • Responsible for supporting different departments
stock • Divided into Admin & HR. HR is further divided into three parts:
Commercial • Divided into Key Account Managers (for large sellers) and Vendor HR Talent Management, HR Operations, Payroll
Performance (for small sellers) teams

• Corresponding with SECP, State Bank and Chamber of Commerce

• Promotes Daraz brand through online (e.g. Facebook) and offline
• Liaising with external regulators and advisers, such as lawyers and
Marketing (e.g. university and malls) channels Legal auditors

• To provide support service to vendors and ensure growth for the

• Generates and improve visual and written material of live products
complete vendor portfolio’
Content Operations

• Provides Inbound calls, and outbound calls for order confirmation & • Improving organizations by providing business insights to all
verification employees leading to better, faster, more relevant decisions
Customer BI • Decisions are Fact-based and Data-driven through reporting tools,
Service

• Control receipt and disbursement of money

• Handles outbound customer feedback and complaints
Finance • Audit Daraz accounts and inventory Customer
Experience

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Daraz & Kaymu Departments
…continued

Dept Role Dept Role

• Divided into sections B2B & Dforce

• Manage networks and systems, and provide daily IT support • B2B is Business to Business dealing
IT Sales • D-Force helps in running sales program designed to provide extra
income to sales consultants, through commissions for every
product they sell.

• Manages products like BOB, OMS, Daraz Portal & website related • Works on different projects & processes of organization
Technology management SWAT

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Distinguishing our brands
• Business-to-Consumer marketplace for branded,
originl products at competitive prices
• Wide range of local and international brands
from local sellers & abroad
• Premium fulfillment service and 7 day return
policy
• Dedicated platform for wholesalers, big retailers,
chains, importers and established shops with
value-added services to support scalability and
growth of our sellers
• Open marketplace where customers can buy
any new and refurbished products from smaller
businesses and individuals – always the best
price in the market
• Community-based ecosystem with direct
interaction between buyers and sellers
• Sellers can sell everything and anything through
a simple and easy-to-use interface
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How orders can be fulfilled
Customer places Vendor confirms item is Product checked & packed Customer receives & pays
order available at warehouse for product

Marketplace
fulfillment
(This is how most of
Sellers on Daraz operate)
Verification of Rider sent to Delivery
order by CS pickup product attempted

Vendor sends items Customer places Product picked from Customer receives & pays
order consignment for product

Fulfillment from
Consignment
Item checked, packed and Verification of Delivery
entered into system order by CS attempted

Customer places Vendor arranges delivery Vendor confirms delivery

order with customer

Dropshipping
(This is how most of
Sellers on Kaymu
Verification of Customer receives & pays Accounts reconciled at end
operate) order by CS for product of month
The Item Lifecycle
After a product is ordered, there are many stages through which it must pass before the
sale is finalized. The below tracks all the possibilities for an item ordered on Daraz.

An item moves from pending status to pending status until it reaches a final status

New item
ordered !
All item in a pending status will, at a later point, end up in a final status

Pending
Pending Delivered
Customer Confirmed Shipped Delivered Returned
finance Final
Service

Only status
Returned where sale
Invalid Fraud Cancelled Stock Out Rejected
final is finalized

Items that end up in a ‘red’ final statuses are ‘lost’ >> the sale is not finalized

PENDING STATUS

FINAL STATUS

FINAL STATUS

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These systems we use at Daraz
… and who uses them

System What it does Who it is used by

BOB • Back-end of the Daraz website Content & Onsite

• Order Management System Customer Service, Issue Resolution,

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• Tracks and handles an order from creation to delivery
Vendor Management & Content
• Handles relationship with vendors teams
• Collects (mostly) Online Marketing data Marketing & Onsite teams

• Collects and structures information on satisfaction Marketing & Business Intelligence

surveys teams

• Call center software, to handle Customer Service calls Customer Service

Customer Service, Issue Resolution,

• Ticketing system used by Customer Service Delivery teams
Some useful terminology
The following list some terms commonly used at Daraz & Kaymu

KPI What it stands for What it measures

GMV Gross Merchandise Value • The total value of all products ordered

• The total value of items delivered to customers after cancellations

NMV Net Merchandise Value

• The percentage of items ordered which become delivered final

G2N / VtN Gross-to-Net / Value-to-Net • May be calculated in terms of items or value

NPS Net Promoter Score • A measure, on a scale of 1 to 100, of customer loyalty and willingness
to recommend Daraz to others

CR Conversion Rate • The percentage of page views that convert into purchases

AOV Average Order Value • The average value of placed orders

SKU Stock Keeping Unit • A unique product or item sold

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Questions

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