PROPOSAL: PERSONA RESEARCH SYSTEM
FOR Nexora SINGAPORE PTE LTD

Date: December 10, 2024
Prepared for: David Chua, Regional Marketing Director
Prepared by: Construct Digital

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EXECUTIVE SUMMARY
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Nexora Software's current persona research process takes 18-21 days per market and becomes outdated within 30-45 days due to changing buying committees. This proposal outlines an AI-powered Persona Research System that reduces research time to 30 minutes and provides continuous updates.

Current State Analysis:
- 5 markets to manage (SG, MY, TH, ID, VN)
- 18-21 days per persona refresh
- Static deliverables (PDF/PowerPoint)
- 67% of buying groups change mid-deal (Gartner 2023)
- Manual data extraction from CRM, transcripts, proposals

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PROPOSED SOLUTION
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Persona Research System - AI Framework
- Automated extraction from Salesforce CRM data
- Analysis of sales call transcripts (Gong/Chorus)
- Past proposal mining for buying group patterns
- Multi-language support (English, Mandarin, Bahasa, Thai, Vietnamese)

Key Capabilities:
1. Buying Group Identification by Market
2. Intent Signal Extraction
3. Pain-Gain Framework Development
4. Regional Language Pattern Analysis

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EXPECTED OUTCOMES
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Efficiency Gains:
- Research Time: 18 days → 30 minutes (95% reduction)
- Cost Savings: $108 CPL vs $1,000 industry benchmark
- Update Frequency: Static (quarterly) → Continuous (weekly/daily)

Quality Improvements:
- Market-specific insights (not one-size-fits-all)
- Real language from prospects (verbatim extraction)
- Dynamic updates as buying groups evolve
- Cross-market pattern recognition

Business Impact:
- Faster campaign launches (weeks → days)
- Higher relevance messaging (market-localized)
- Better stakeholder targeting (current buying groups)
- Reduced wasted marketing spend (outdated personas)

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IMPLEMENTATION APPROACH
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Phase 1: Pilot (2 weeks)
- Deploy in Singapore market first
- Integrate with Salesforce CRM
- Train marketing team on system
- Validate output quality

Phase 2: Regional Rollout (4 weeks)
- Expand to Malaysia and Thailand
- Add Bahasa and Thai language support
- Onboard country marketing leads
- Establish continuous update cadence

Phase 3: Full Deployment (2 weeks)
- Add Indonesia and Vietnam
- Complete multi-language support
- Enterprise-wide training
- Ongoing optimization

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PROOF POINTS
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Similar implementations:
- Toll Group: -22% CPL, +28% pipeline (6 months)
- NUS: 34% marketing budget increase (board approval)
- Regional tech client: 50+ competitor insights in 5 min vs 3 days

Industry validation:
- 68% of APAC marketers lack buying-group ID (Gartner 2024)
- +38% YoY CPL increase in SEA markets (2024 data)
- Average buying committee: 6-10 decision-makers per deal

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INVESTMENT & ROI
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Total Investment: $250,000
- System setup: $80,000
- Training & onboarding: $40,000
- 12-month support: $130,000

Expected ROI (12 months):
- Time savings: $420,000 (marketing team efficiency)
- CPL reduction: $180,000 (improved targeting)
- Campaign effectiveness: $200,000 (higher conversion)
Total value: $800,000
Net ROI: 220%
Payback period: 4.5 months

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NEXT STEPS
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1. Board Presentation: January 15, 2025
2. Contract Signature: January 30, 2025
3. Pilot Launch: February 15, 2025
4. Regional Rollout: March-April 2025
5. Full Deployment: May 2025

Contact:
Charanjit Singh
Construct Digital
charanjit@constructdigital.com

This proposal is valid for 45 days from issue date.
