Our brainchild in the MBA Marketing Research course at Sasin School of Management, the top business school in Thailand. Presenting the business model for a retirement consultant company, the ppt is equipped with the research we conducted + financial projections we estimated. Any questions/comments, drop me a message! * Names are censored to protect the confidentiality of my teammates

1. Retirement
Consultant
Marketing and Consumption
Team Hakuna Matata:
Pattiya E610003
Prapaspon D610058
Kiattiyot E610010
Supasin E610017
Pichayuth E610020
Sobhark E610008
Ninatacha D610031
Karittha E610014
Poolperm D610046

2. Market
Situation

3. 1. Thailand Demographics

4. 02. Retiring Poorly

5. 03. Increasing Healthcare Cost
Thailand ageing society will
drive healthcare costs up to
350% in the next 15 years
Thailand Development Research Institute (TDRI)

6. 0.4 Ageing Transition Duration
World Bank 2016 based on data from the UN (2015) and IPSS (2016)
Thailand will less
than 3 years to
transition to an
ageing society

7. 05. Thai Successful Ageing Rate
Source: Institute for Population and Social Research (IPSR), Mahidol University, Rossarin Gray
● A study showed
that only 15.5% has
a successful ageing
(LOW)
● N = 24,433
● Age : 60-80+

8. 06. Fewer Babies
Source : https://www.bloomberg.com/graphics/2019-thailand-baby-bust/

9. Thailand Situation Overview
Thailand is entering ageing society in less than 3
years with over 10 million senior citizen. However,
are we really prepared? Statistics show that
Thailand is facing 3 major trends of increasing elder
people, shrinking workforce and falling birth rate.
Hence, with less tax money going towards health
programs due to smaller workforce and increasing
healthcare expense due to rising of ageing
population, Thailand will face a higher risk of falling
into poverty trap.
ARE YOU
PREPARED?

10. Consumer Analysis
Perception
Learning
Motivation
Attitude
Personality Socio-Cultural-Class
Data based on our interview with selective groups.
Informant criteria is derived from our netography and field observation, which we further concluded that we want to focus on middle to upper class
Informant criteria: age between 45-55 years old, living in urban area with an income of 150,000+

11. 01. Consumer Perception
How does “retirement” means to you?
“I created a legacy in my career so I worry about not creating any value after retirement. As my retirement
approach and I do not have such a solid plan, I feel unsure about what to do next.”
“I started to think about retirement and my biggest concern is my children. Since my children are relatively young, I do
not have the confidence that I can support my children until they become independent.”
1. Opportunity to give back to society
2. No worry / no obligation
1. Concern about family
2. Fear of uncertainty
“Living in the moment is important. I just want to do my best everyday to be happy. Having not worry about money is
a blessing. Especially after retirement cause I don’t want to be working at age 70…”
“I plan to retire when I’m 60 years old. It’s when we can do new things and possibly we can do lot of things too…
Doing new things for me is doing things that I’ve been thinking to do such as travelling, volunteer work, charity
work, studying Buddhism, all those stuff.”

12. 2. Consumer Motivation
1. Enjoying free time
2. Independent
3. Continuation of self-worth / self-esteem
Pre-retirement motivations focus on the idea of belongingness (being independent/not being a burden), esteem
needs (do something worthy) and self-actualization (using free time to do things that they always wanted to)
What do you want after retirement? What is your goal?
“My goal in life is to work while practicing Dharma. To be able to take care of my mom, enjoy my
hobbies such as exercising, cycling, doing computer work, horse-riding.”
“I consider retirement as a fresh start for my life, meeting new people in different social circles
other than my professional life.”
“My goal for retirement is to be able to do what I like. I want to raise goldfish and made some
money out of it. I love to raise animals since I was young.”
“The first priority after retirement is financial issue, but it is not a significant issue because I
already planned for fund saving and no debt in the future. Especially, I do not have any
child and I am single. I have no need to spend money for others and I already plan to stay
at Chiang Mai province.”

13. 03. Consumer Learning
Where do seek advice/ information about your goal?
Self-learn:
Books
Online courses, Seminar, Banks Word of Mouth:
Friends, Family
Technology, Internet, App
“I learn by self-study. I gather information online, and take online courses. I’m a curious person by
nature.”
“I got advice from his wife who working in bank industries and also has insurance certification. And
also he already learned wealth management in short course from leading bank.”
“In terms of my finance, I don’t have any special consultation. Most of the times, I just listen to the
bank - those who recommend me the pension investment, from Internet, and Facebook. If I have
time, I’ll go and attend some events and seminars about investment.”
“...we can find a lot of books about retirement where people who succeed in their work and life
will share about how they manage things in life before retirement and what they plan to do after
retiring, it is quite a good idea to adapt with my lifestyle.”
{
Finance
{
Health&
Lifestyle

14. 04. Consumer Attitude
What are your views on retirement? How do you prepare for your retirement?
Affective Happiness and peace
Behavioral Financially prepared
Cognitive Burden vs. readiness
“I don’t worry about being a burden as I’m already preparing myself right now for my retirement. I’m
working hard in my jobs and taking good care of my body. I’m also reading spiritual books so it’s all
come down to letting go about things I’m attached to.”
“Retirement for me is to be healthy, happy, to laugh, to have enough money for my hobby and for my
travel at least twice a year.”
“ I do not worry about being a burden as I have already prepared for when I'm older. I have planned early since my late
thirties. I got into studying Dharma and built a house in Chiang Rai for myself and my mom. I am a doctor so I don’t have to
worry. I can take care of myself. I also sent my children abroad to enable them to get the best education.”

15. 05. Consumer Personality
● Health-conscious
“I search internet for information on funds to invest in, what are the insurance options that are
interesting. Mostly I’m not searching for retirement goals but the products. But I never ask my friends
because I think each person probably have different goals.”
● Resourceful
● Independent“I don’t want to rely on other people. I want to rely on myself. They probably take care of
me or help me when I need. But the worst case is I will go to the nursing home.”
“My goal is all about living a healthy lifestyle so I have to choose the activity that I am really
interested about because if you do what you like, you can do it for a long time, for example,
I love to play badminton, now I just set up my time that I have to go to play badminton on
my weekends so it can make me healthier”

16. 06. Socio-Cultural-Class
Socio: Gen X
“Probably health is my top priority after retirement. You can’t do anything if you are in bad health. Right now
I try to run at least 3 days per week, just for an hour to keep myself active.”
Quality of personal life, Job satisfaction,
Individualistic
Cultural: Thai-ness Importance of family +
“Kraeng Jai”
Class: Upper M & Lower U Prestige, Wealth
“I worry about my kids the most and I married late and had them late. Right now, they are still quite young. I’m afraid
that when they settle down, I won’t have the energy to help them. I don’t want to be a burden to them and the
grandkids.”
“Retirement for me is to be healthy, happy, to laugh, to have enough money for my hobby and for my travel at
least twice a year.”
“There’s no retirement for me because of my occupation. There’s no limit to being a doctor. My husband also
doesn’t think that he has to retire. We will just keep on working till we won’t be able to.”

17. Preparation for good health and well-being prior to retirement will
ensure that elderly people can maintain their independence and
increase their social and economic participation in the society.
With the
technological
advancement and
infrastructure
improvement,
people are living
longer and elder
people are
becoming a
significant
proportion of
world’s population.
By 2050, aging
population will
double while the
trend of
government
support will decline.
The demographic
changes have
strong implications
and opportunities
for our business,
which focuses on
helping people to
plan and manage
their retirement.
Goal Target
Achieve universal health coverage, including
financial risk protection, access to quality
essential health-care services and access to safe,
effective, quality and affordable essential
medicines and vaccines for all
Financial and investment planning help
to increase of health-care access and
reduce financial risks
Our Business
By 2030, reduce by one third premature
mortality from non-communicable diseases
through prevention and treatment and promote
mental health and well-being
We provide preventive health-care
planning that aim to increase mortality
rate and quality of life with recreational
activities
Strengthen the prevention and treatment of
substance abuse, including narcotic drug abuse
and harmful use of alcohol
Provide early planning for meaningful
retirement => Less likely to get depression,
loneliness, uselessness => Less reliance on
substance use for their loneliness

18. Our Company
Hakuna Matata
Retirement Consulting
Strive for what’s important

19. Our Business: Mission and Vision
Vision
A society where elderly can live happily and independently.
Mission
To prepare our customers for their retirement, worry-free.

20. Our Business Services
Our business services includes
1. A full consultant service on retirement planning
2. Financial plan and guideline for both passive and active income
3. The ultimate guide to all kind of health and life insurance
program that suit your lifestyle
4. Partnership with many private hospitals / clinics to ensure 24
hours accessibility
5. Post-retirement experience trial

21. Business Plan

22. Business Model Canvas
● Financial event
● Hospital event
● Online platform
● Youtube channel
● Website
● Offline Channel
● People who want a
retirement plan
“Strive for what’s
important”
A full retirement consulting
service that focuses on your
finance, health and
wellness, as well as post-
retirement activities
concern.
● Experts that help you with
retirement planning (finance,
insurance, inheritance management,
etc.)
● Providing advice on physical and
mental health, nutrition
requirements
Resources of
information and
expertise in each
aspect of
retirement
● No concrete plan for
life after retirement
● Does not want to be a
burden to children /
relatives
● Does not have a clear
picture of what they
need to retire
comfortably
Insurance, elderly home,
Wellness center, fitness,
companies’ offering employee
retirement benefits
● Commission from partners
● Subscription fees
○ Annually
○ Session
● Sponsorships
● Human Resources
○ Experts
○ Admins
● Customer acquisition cost
● Operating cost
● Space and utility expense
Pre-retirement individuals
with following characteristics:
● Age 45-55 years
old
● Single/Married
● High net worth
individuals (income of
150,000+)
● Number of subscriptions
● Number of partners
● Revenue
McKinsey of Retirement
Consulting

23. Lifestyles
● Work hard, play
hard lifestyle
● Busy with work
and daily
commitments
● Enjoy various
hobbies such as
travelling,
exercising,
recreation
activities
Occupation
● Professionals
● Freelancers
● Middle - High
management
employees
● Business owners
Education
● At least
undergraduate
degree as these
people are more
focused on long-
term oriented
goals and more
likely to use our
service
Age
● 45-55 years old
(Pre-retirement
phase)*
● Age 60+ (Post-retirement
phase, which we will
focus on this group in
later phase)
● At least 150,000
baht/ month
Marital Status
● Single
● Divorce
● Married with
children
● Married without
children
Target Consumer Segment
Income Marital Status

24. Market Positioning
Preventive
Specialized
Curative
Comprehensive
Retirement Home
Hospital
Palliative center
Bank
Insurance
Brokers
Hakuna Matata
Private
Banking
Wellness
Centers

25. Competitive Analysis (indirect)
Physical Health
and Diet
guideline
Financial
guideline
Mental health
guideline
Specialized
experts on sites
Health and
Fitness
application
Travel & recreation
agencies
Financial &
planning seminar
Hakuna Matata
Consulting

26. Key Activities
● Personalized consultancy service
● “Post-retirement experience” - Trial tour
● Financial investment and insurance, financial management
● Health & Wellness - Improve physical health & nutrition
● Mental health consultancy
Key Resources
● Expertise in investment planning - Financial & Insurance
● Expertise in wellness & nutrition
● Connection to medical and wellness centers

27. Partners
● Insurance companies
● Banks
● Private hospitals
● Recreation services
● Gyms
● Wellness Clinic
● Travel agency
● Nutritionists
● Real estate agents
● Non profit organizations / foundations
● HR that wants to offer Employee Retirement Benefits

28. 5P Marketing Mix
Product Price Promotion Place
Provide various Consultancy services including 5
categories
1. Financial & Insurance - Prepare for retirement
period
2. Inheritance Management and Succession
Planning program
3. Health & Wellness - Nutrition and fitness
advisors
4. Physical and Mental Health - Develop level of
wellbeing in term of total health care
5. Pre-retirement experience activities - Trial
retirement activities such as dream jobs,
interesting career/business opportunities,
aspiring hobbies, community service activities
People

29. 5P Marketing Mix
Product Price Promotion Place People
Hakuna Matata works in 4 easy steps
Retirement Goal
Completion
50%
Annual Income
Annual Savings
2. Complete our Retirement
Calculator that allows you to see
your retirement saving balance,
yearly withdrawal and forecast
when your retirement savings
will run out
1. Examine wealth and health
strategies (accumulation,
retirement planning, estate
planning, risk management,
business planning, health profiling
and concerns) and complete our
retirement questionnaire
3. Create a fully integrated and
comprehensive plan (which
incorporates special deals from
partners) that helps you to
pursue your retirement goals
and lifestyle that you desire.
4. Support your retirement
goals by working together to
simplify the complexity of
retirement landscape and
helping you to explore various
opportunities with our post-
retirement trial tour experience

30. 5P Marketing Mix
Product Price Promotion Place People
Hakuna Matata exists to offer value to our customer. Our pricing strategy is optimized around
value-based pricing. Based on our interview with target customers, we offer our services
based on two pricing models:
Option 1: Subscription service
Due to an evolving retirement landscape,
individuals are now facing new challenges,
complexity and risks in regards to change in
broader government support, demographic
changes and changing transitions into
retirement. Subscription-based service allows
individuals to pursue an ad hoc consulting,
which offers a 360 degree strategic retirement
planning.
Option 2: Per session service
We understand that the nature of our
customers is consisted of being independent
and resourceful. They enjoy the flexibility, and
are ambitious and eager to learn new things.
However, they want to accomplish things
under their own term. Hence, we provide a
one time consultancy service for our customer
who seek for immediate recommendations.

31. 5P Marketing Mix
Product Price
Subscription pricing model categorized to 3 package
*1 Post-Retirement Trial Experience Activity cover 4 Days per Month (On-Demand)
**2 Can use this credit limit as a supplement to your regular health check up benefits from credit card/insurance
Deduct monthly through credit card
Services Silver Level
(5,000฿/month)
Gold Level
(7,000฿/month)
Platinum Level
(10,000฿/month)
Financial & Insurance ✓ ✓ ✓
Health & Wellness ✓ ✓ ✓
Mental Health ✓ ✓ ✓
Pre-retirement experience +5,000 ฿/activity* +3,000 ฿/activity* Unlimited activity
Yearly Health Check-Up - Limit up to 10,000฿** Limit up to 20,000฿**
Promotion Place People
Most valuable!

32. 5P Marketing Mix
Or consultancy service for 5,000 THB per session
*Note : Also offer 0% installments for 3 months
1 Session = 1 Day (1 hour with Experts)
Product Price Promotion Place People

33. 5P Marketing Mix
PromotionProduct Place PeoplePrice
Communication strategy:
To communicate our retirement consultancy service to a pre-retirement individuals with income of at least
150,000 baht/month. The key objective of the communication strategy is to stimulate demand for Hakuna
Matata service. As many people at this age are already aware of retirement planning and may at some level
working towards their retirement plan, it is important for us to inform them the full spectrum of retirement
planning (which is far more than just financial planning).
Communication channels:
1. Email campaign
2. Events (at financial event, hospital/healthcare seminar)
3. Website and blog
4. Online ads: Google Ads (Keyword: retirement planning, pension, etc.), Remarketing
5. Online platform: YouTube channel, Facebook, other social media
6. Elderly home
7. Insurance brochure
8. Offline: pop up store, Hakuna Matata office, B2B (other companies’ offices)

34. 5P Marketing Mix
Promotion
● Giving a 1 month free trial by co-promotion and
partner with:
1. Privilege bank customer (Infinite
WISDOM,PRIVATE BANKING)
2. Platinum membership in fitness/Golf course
(RBSC, Polo Club)
3. Top Hospital members
4. Top management level in leading company
5. Partnership with investment & insurance
company
● Coordinate with HR department to provide a free 1
session and B2B price (30% discount)
● Referral program (refer any new customer to enjoy
another free month)
● 10% discount on any partnership insurance company
for platinum level
● Free hospital upgrade (upon availability)
Product Place PeoplePrice
Most new clients comes through word-of-mouths,
events, and our website and we focus all of our
promotion efforts to drive more traffic to it. Our
promotional mix is as follows:
● Search engine optimization
● Paid traffic
● Social media marketing
● Content marketing
● Email marketing

35. 5P Marketing Mix
Place
Consulting Head Office will be in downtown Bangkok,
with close proximity to
● RBSC Polo Club - where most of our target clients
are there -> they can use our services prior to or
after they visit the club
● Easy access to highways - target client’s primary
mode of transport are cars
● Public transports - Transportation option for visit
to our office during peak hours
● Restaurants and malls - if they utilize the
amenities and conduct their necessary businesses
there (eg. banking, shopping) prior to or after the
visit at our office
Product PeoplePrice Promotion
Where clients utilize and see our services:
● Consulting head office
● Facebook fanpage
● Line official account
● Call center
● Pop-up booth at privilege lounge in various
bank
● B2B channels (Companies)
● Providing employee retirement benefits to
HR and offer our service as additional
offering
● Financial event booth (Temporary)
● Pop-up booth at leading hospital
(Temporary)
*1 Activity cover 8 Days per Month (On-Demand)

36. 5P Marketing Mix
Place
● Professional, friendly and lively staff member
● 24 hours customer service
○ With experts: Platinum clients
○ With non-expert staff: Silver & Gold clients
● 24 hours emergency call accessible
● Real expertise (minimum 10 years experience) in each field
Product PeoplePrice Promotion

37. COnsumer journey
Evaluation
POS
Material
Websites
How-to’s
Organic
Search
E-com
info
Etc
Influences
Conversio
n
Office
STC
E-com
Retail
Social
retail
Etc
Product
Fulfilment
Office
Home
Delivery
On-the-
go
Click &
collect
Etc
Product
Experience
Usage
website
How-to’s
Utility
Properties
Native
Editorial
Etc
Advocacy
Word of
mouth
User
UGC
Ratings &
reviews
Blogs
Etc
Awareness
TVC
Online
Video
Newsfeed
Video
Online
Display
Web
Series
Events & spaces -
gyms/hospitals
Opinions
Word of
mouth
Ratings &
reviews
UGC
Images
Vloggers
Experts
Etc
Actions
“I want a
fulfilling,
secure
retirement”
Triggers

38. Brand Life Cycle Stage
● New business model in the
introduction stage
● Additional services/ service
scope expansion

39. Introduction Stage
Phase 1
Build Awareness
Phase 3
Acquire & Grow
Phase 2
Trial & Experience
Target group
Channel
Promotion
Key Actions
Top management &
Entrepreneur
(Early Adopter)
Top management &
Entrepreneur
(Early Adopter)
High level income
employee
- Investment events
(Especially Bank industry)
- Social Medias (Linkedin, FB,
Twitter)
-Free-Trial* (1 Month) -50% Discount for 6 months
- Referral discount (50%)
- Free 1 sessions for first time
customers
- Online Display (google ad/facebook ad)
- Influencer in social (investor’s youtuber,
blogger)
- Privilege membership (Credit card,
Gym, Hospital)
- Word of mouth
- Customers review via social
media (FB,pantip, blogger)
- Promote roadshow / event
- Offer free trial and use of
referral program
-Online advertisement
- Offer service trial and
promotion
- Build subscription base
- Use of online influencer
- Offer referral promotions ->
Top-down word-of-mouth to
subordinates

40. The customer become
the colleague
Post-retirement
Pre-retirement
Pre → Post-retirement
Post-Purchase
Phase 4 Increase customer
engagement

41. Finance Market size estimation
*Wealth: Those who earn an income of at least 150,000 baht per month

42. Finance - Revenue and Cost driver
*24 hours services consultant may not include all services

43. FullFinancialStatement

44. Marketing Expenses
Co-Promotion

45. Finance - Year to Year performance

46. THANK YOU