Confidential1

Operating a global infrastructure

Gianluca Varisco@gvarisco

Confidential2

$ whoami

VPSecurity@RocketInternetSE

FormerlyatRedHat,Lastminute.com Group, PrivateWave

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Founded in Berlin in 2007

Incubated 100+ companies

Executed 20+ business models

5bn+ people worldwide targeted

30,000+ people on the ground

We Are Rocket

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We identify proven business models that focus on basic needs. We quickly build companies for these business models using highly standardized and optimized processes and then scale these companies to a leading position in our markets.

We Are Not Investors. We Are Builders

1. Identify

We continuously monitor customer

behavior in our markets.

2. Build

Our functional experts from IT, SEM, SEO, BI,

CRM etc. build companies from

scratch.

3. Scale

We roll out companies to 110+ markets and

aim to scale them to #1 positions.

Global network of companies

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We offer online business models across four sectors

e-Commerce Marketplaces Financial Technology Travel

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Global employer30,000+ employees

50+ nationalitiesSix continents

Global logistics infrastructure Warehouses in 30+ countriesLast-mile delivery services

in 15+ countries

We are more than 30,000 people on the ground

LATIN AMERICA

AFRICA &

MIDDLE EAST

ASIA-PACIFIC

EUROPE

RUSSIA & CIS

Sao Paulo

Lagos

DubaiNew

Delhi

Paris

Berlin

London

HEADCOUNT

HEADCOUNTHEADCOUNT

HEADCOUNT

HEADCOUNT

Singapore

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We Manage Four Regional Internet Groups

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At Rocket, we believe the Internet is going further and faster into daily life than anyone imagined. Our goal is to capture the largest possible share of consumer online spending in our markets.

We Face a Huge Market Opportunity

Potential customers

5.4 bnGlobal mobile users

74%

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We address a massive and fast-growing market opportunity driven by four global megatrends:

We Believe in Four Global Megatrends

Booming smartphone penetration

Younger populations of “digital natives” in emerging markets

compared to the United States

Worldwide growth of the middle classes

The ability of Internet technology to leapfrog

traditional retail infrastructure in emerging markets

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We Have Developed a Unique Platform

Infrastructure Rocket Network

TechnologyProcesses

§ Proprietary technology platforms allowing rapid global deployment

§ Comprehensive KPI analytics driving continuous optimization

§ Provision of shared services to jump start new businesses at low cost

§ Founding ten new companies per year on average

§ Consistent returns across network of companies

§ 30,000+ people on the ground § Active in 110+ countries across six continents § Easy and fast leveraging of synergies

§ Highly structured / best practices § Centralized IP with regional execution § Repeatable and scalable§ Launch of new companies in <100 days

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Improving efficiency in Operations

Focusing on daily management of sales and Business Development Funnel in SalesForce

Increasing Net Promoter Scores

Landing pages, onsite search, onsite sorting, personalization, multivariate testing

Iteration of product, agile development focusing on stability, security and speed

Segmentation, lifecycle management, content, automatization

Financial reporting & controlling, compliance

Call center and local support

Sales and business development processes

Rocket Operations Management Systems

Continuous recruiting of central and local founders, 2nd level management talent and functional experts

CRM tools

Marketing channels

MVP web & apps

Design website & apps

We Follow a Standardized Master Launch Process

Capability to launch a new company in <100 days Companies operationally independent in <200 days

Legal & Finance

Engineering

Product & UX

CEN

TRA

LLO

CA

L

Marketing

CRM

Business Intelligence

Operations

Sales

Customer Care

HR

Data warehouse

Legal entities, brand & domains, accounting

Targeting, creative, bidding, max. granularity & optimization of CAC vs. CLV

Daily, weekly and monthly KPI reporting for Marketing, CRM, Sales, Customer Care, Ops etc.

KickoffDay 0

LaunchDay 100

IndependenceDay 200Set up Rocket best practices Reporting & optimization

PR launch, media buzz, PR trackingCommunications Branding workshops, brand bible, design guidelines, PR launch preparation

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Day 1: Meet Your Core Team

• 1-2 BizDev

• CPO

• CTO

• Developers

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Day 5: Plan Your 200-Day Hiring Roadmap

• After meeting with

all Rocket leads

• Team of 20-50

people

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Day 15: Made Core Decisions, Specified MVP

• Expansion

strategy done

• Wireframes ready

• Design kickoff

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Day 15: Incorporated Entities, Focus on Hiring

• Legal entities and

bank accounts ready

• Investor pitch

polished

• Hire, hire, hire!

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• Name ready, domains

bought, TMs

registered• Logo to be designed

• Developed marketing strategy: online, offline,

and CRM

Day 50: Finalized Name and Marketing Strategy

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• Product development

highly structured

• Operations built locally: – Sales

– Customer Care

– Warehousing

– Content Production

– Delivery

• Soft launch on day 85

Day 50: Tech and Ops Powering Ahead

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• Tested all tech

platforms

• Conduct photo

shoots and

interviews with

relevant int’l

publications

Day 100: Hard Launch with PR Push

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• Paid Marketing starts

with small amounts

• Daily Management

KPI Report kicks off

• Prepare for launch in

next countries!

Day 100: Paid Marketing and Daily Management Report Start

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Day 200: Move out of Rocket into Own Office

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3 Takeaways from Rocket’s Launch Process

People• Specialization at

Rocket works • Get the right founders• Core team must be

ready • Ownership, not

fingerpointing

Process• Dive deep early• Motivate action through

greater transparency• Stick to the agreed

timeline• Allocate Rocket

resources well

Product

• Improve end-to-end customer experience

• Create best-of-all-worlds product

• Take advantage of Rocket’s tech platform

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We are specialists when it comes to adapting to local habits and developing proprietary solutions that meet customers’ needs and circumstances.

We Embrace ComplexMarkets

We build our own infrastructure to support each step of the e-commerce model. This gives us a competitive advantage, flexibility and speed within the market.

Infrastructure and Last-Mile Delivery

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How we start..

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Today..

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Today..

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Today..

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Zalando’s Erfurt logistics facility (120,000 m2)

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Case: Zalora (South East Asia)

§ ZALORA’S OWN LAST MILE DELIVERY FLEET ENSURES DELIVERING THE SAME SERVICE QUALITY IN ALL MARKETS

§ OFFER CASH-ON-DELIVERY AND CREDIT CARD PAYMENTS AT DOOR STEP

§ SAME DAY DELIVERY IN CAPITAL CITIES ACROSS SEA. NEXT DAY DELIVERY STANDARD IN MAIN CITIES.

§ 300+ RIDERS ACROSS ALL 6 MARKETS, BRANDED AS ZALORA EXPRESS

§ >95% OF ALL DELIVERY ATTEMPTS SUCCESSFUL AT FIRST TIME, AVG DELIVERY TIME <3 DAYS

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Since IPO: Strong Investment in People, Knowledge and Technology

People

Technologyteamgrewto c.250

Helpedhiring>100engineersand10CTOsforourcompanies

18additionalmobileengineershired

ü

KnowledgeRocket TechSummit2015

LaunchedPioneerKnowledgeNetwork ü

Technology

Skyrocket – NextGenerationCompanyBuildingFramework

SellerCenter– Nowlive inwith15Rocketcompanies

RocketAdvertisingPlatform

ü

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Tech Summit Brought Together CTOs from over 70 Rocket Companies in Berlin

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Substantial & On-going Investment into our Technology Platform

2

4

Technology Platform1

3

Real-time stream processing engine for search, recommendations and product feeds

Data Driven Merchandizing

Our next generation company-building framework

MinimizedCompany Setup Time

Highly automated online advertising management with self-learning algorithms

Efficient Growth of Customer Base at Scale

Vendor integration with web & mobile apps and public APIs

Global Vendor Platform

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Pluggable Components

Cloud Native

OpenAPIs

6

3

2

1

4

MobileFirst

Reduced timeandcosttolaunch newcompanies

Builtfrom

groundupforhigh

performance

Skyrocket – The Next Generation Company-building Platform

5

Six new companies launched on Skyrocket in 2015

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Skyrocket Speeds up Company Building with Out-of-the-Box Modules and Partners Integrations

Frontend

Backend

Mobile Apps

Core Platform

Referral Marketing System

DataWarehouse

CRM Automation

Vendor BackendPayment

IntegrationMarketing Optimization

Catalog OrderManagement CustomerService ContentManagement

PlatformPartners

Modules

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Skyrocket Natively Integrated with Amazon Web Services

Cloud-Nativearchitecture

DeepCloud Integration

Automatedinfrastructuresetup

Automatedscaling

Globalsecuritypolicies

CloseCollaboration

Globalsupport

Training&certifications

Regulararchitecturereviews

Earlyaccesstonewfeatures

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Sellercenter – The Leading E-commerce Marketplace System for Emerging Markets

§ Launched in 2014§ Integrated with 82 shop

systems in 56 countries § Optimized for emerging

market requirements§ Supports drop-shipping

and fulfilment by Lazada/Linio/Jumia

§ Integration into vendor systems via open APIs

§ Mobile apps with real-time integration to shop and logistic system

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Rocket-speed Roll-out with 26 Countries Launches in 6 months

1 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150

Nov14– LaunchedJumiaEG

Dec 20– Launched Linio Colombia,JumiaNigeria,LazadaIndonesiaandPhilippines

March03:Zalora joinsplatform

April14:FirstsellerintegratesdirectlyviaAPI

May25:500.000productslisted

June15:Mobly goeslive

Jan14:LaunchedLazadaPhilippinesandMalaysia,LinioMexico

Days

LAUNCHJuly:Kaymujoinsplatform

March26:2000activesellersglobally

June20:Dafiti,Lamodajoinplatform

May14:FulfillmentbyLazadalaunched

June26:Firstsellersells1000ordersin10minutes

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Sellercenter is Driving Growth of E-commerce Marketplaces in 15 Rocket Companies Worldwide

2,600,000ActiveSellers

56Countries

15Companies

15,000,000ActiveProductsListings

>20,000,000OrdersProcessed

65Engineers

Upto6,000,000EuroDailyGMV

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Launched Seller App with Real-time Integration into Logistics, Finance and Catalogue Systems

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Rocket Advertising Platform – Growing our User Base Efficiently at Scale

RocketMarketing

Tech

Real-time

Tracking

MachineLearning

Real-time

Reporting

Automation

Comprehensive user trackingCutting edge machine learning systems

– User segmentation– Real-time buying– Productrecommendation– Frauddetection– User level targeting

Real-time reportingEnd-to-end automationNo principle agent problems

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n Bidding optimized on individual Customer Life-time Value

n High degree of automation allows efficient scaling across channels

n Facilitate entry to new markets leveraging patterns from other verticals and countries

We Target Individual Users with Real-time Bidding Algorithms

UniqueAccesstoKnowledgeandData Output:EfficientUserAcquisitionBiddingEngine

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Uniqueknowledgeofuserbehaviouracrossmarketsand

verticalsworldwide

Directintegrationintoadvertisingexchanges

Accesstohighresolutionreal-timelogstreams

Proprietarytargetingengine

Multi-dimensionaluserbiddingbasedon:

n Location

n Demographics

n Time of Day

n Device

n Weather

ClosecooperationwithGoogle,Facebook,Twitterduetohigh

aggregatedspend

RocketAdvertisingPlatform

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Self Learning Keyword Optimization

SearchEngineResults

PublicDatabases

ProductPages

CompetitorWebsites

High Performance Targeted Ads

Flyknit Nike shoes !@ São Paulo Brazil

Rejected Keywords

§ Sexy Feet No Shoes

§ Beer & Parties§ …

ConstantOnlineUserQueries

INPUT ALGORITHM OUTPUT

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Platform Summary: People – Knowledge – Technology

Technology enables people to build scalable companies (process automation, business intelligence, decision support)

People generate market knowledge in>110countries

Knowledge is built into technology

platforms (Rocket Advertising

Platform, Sellercenter, Data

Warehouse)

KnowledgeTechnologyPlatform

People

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Our core values:

People first!

The people

Collaborate with the brightest people from

all over the world.

The culture

Experience a strong culture of enablement.

The mentality

We believe that nothing is impossible.

The impact

Shape the online world for generations to

come.

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Thank YouThank You.

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© 2015 Rocket Internet SE. All rights reserved.© 2015 Rocket Internet SE. All rights reserved.

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Management Board

Oliver SamwerCEO

Oliver Samwer is a serial entrepreneur with a proven track record in some of Germany’s most successful internet companies. Graduated from WHU, he founded Rocket in 2007 and serves as

its CEO since 2014.

Peter KimpelCFO

From 1992 to 2014, Peter Kimpel held various management positions at

Goldman Sachs in the United States, Frankfurt and London – at last as a

partner in London. Peter Kimpel joined Rocket in 2014 as CFO.

Alexander KudlichGroup Managing Director

Before joining Rocket as Group Managing Director in 2012, Alexander Kudlich was Assistant of the Chairman and CEO of Axel Springer and Regional Managing Director with zanox, one of

its group companies. Alexander graduated from HSG, UCL and ESMT.