Increasing SMEs' Acquisitions on SMEs Export Platform using Five A's Concept

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BUSINESS ISSUE
Xpora is a program that focuses on providing solutions for export-oriented businesses in the form of digital solutions designed to support MSMEs who want to develop their business towards MSMEs Go Global with service advantages in the form of easy access to banking transaction services and capital needs, increasing the HR capabilities of MSME business actors, access to networks and marketing overseas, introduction of digital technology and information support related to programs held for MSME customers.With the creation of this program, MSMEs in Indonesia are expected to be more profitable, including by facilitating exports to the right markets.This program also supports BNI to strengthen the company's positioning in the banking industry as an international wholesale bank.So, with the existence of the program is expected to support these objectives.
Based on BNI Annual Report 2022, the overseas segment made a contribution of 12.6% to the overall product performance, representing an increase of 15.3% compared to the previous year.It is worth noting that the year-on-year performance of the overseas segment has consistently shown growth.However, despite this positive trend, the proportion of the overseas segment remains the smallest among other segments.The data indicates that the overseas segment has not experienced a significant surge since the establishment of BNI Xpora in 2021.As a result, BNI's aspiration to position itself as an international wholesale banking brand still has a long way to go.The business issue indicated by the low number of overseas portfolios.The Business issue seems to be a simple one which can be instantly solved by increasing awareness of SMEs about the existence of Xpora so that the number of acquisitions will increase.A comprehensive solution can be obtained when Xpora's perceived value as a brand is defined, marketing mix effectiveness is measured and the root cause is elaborated.

LITERATURE REVIEW A. Business-to-Business Acquisition Framework
The customer acquisition process in business, especially B2B (Business to Business), can be very complicated.Typically, purchasing decisions within an organization are made by a group of people called the Decision Making Unit (DMU) and are strongly influenced by budget and cost considerations.The process can be divided into four stages [3].1.First Stage -Suspect List: At this stage, we only have a list of potential new customers.These are people or companies who might be interested in our products or services.Sometimes, this list may be ideal, but in many cases, it needs to be expanded.2. Second Stage -List of Identifiable Prospects: In this stage, we take the first steps in selling our product or service.We can get this list from specialized vendors or from the marketing department.This is the first step to contact potential customers.3. Third Stage -Lead Qualification: In this stage, we try to select prospects who really have the potential to become customers.
Typically, lead qualification is done based on intuition, doubt, and simple rules.However, there are more sophisticated approaches such as profiling, random testing, and modelling.4. Fourth Stage -Conversion Into Customers: In this stage, qualified leads are converted into real customers.

B. Five A's Concept of Customer Journey Analysis
The Five A's Concept embraces five stages of customer journey which are Aware, Appeal, Ask, Act, and Advocate.This is a journey that forms naturally when a customer is exposed to a product.These stages describe the level at which they are aware of the product.At each stage, the behavioural patterns of each customer are different, therefore this theory can help group customers and also develop the right strategy to treat customers from each group.When a company that the most common path of its customers the company might discover either an authentic differentiation or a hidden customer experience problem [4].

METHODOLOGY
In this study, the data analysis used is the quantitative method.Quantitative research is an activity that collects, processes, analyzes and reports a collection of data.This research produces data that describes 'who, what, and where events or experiences' from a subjective perspective [5].This quantitative data is used to find out the audience's perspective about Xpora.In the context of analyzing the quantitative data, the data is collected from the Likert-scale survey and analyzed using several statistical methods.Descriptive analysis will be used to describe the demography, industry, and business segment of respondents, gap analysis and content analysis used to analyze the score gap between each.The analysis result will be essential to derive meaningful insights and draw conclusions regarding respondent's perceptions of Xpora in order to formulate the right marketing strategy.The survey approach involves distributing a structured questionnaire via Google Forms to SMEs Entrepreneur.The survey aims to understand their current knowledge or awareness level about Xpora.The respondent will be divided into three groups based on their knowledge level and and each group will be asked different questions using the Five A's Concept, the division is as follows: The survey consists of 15 questions for Group 1, 3 Questions for Group 2 and 3 using Likert scale in google form questionnaire tool, which will be distributed to prospective respondents online.According to Malhotra, problem solving research required 200 minimum samples [6].So, the sample size in this research is 200 SME who have heard about Xpora or Haven't and who are interested about Xpora or not.

A. Respondent Demography
The total number of respondents who participated in the survey was 208 respondents, all respondent data was collected using Google Form that spread to the social media and online SMEs Community.Sample distribution based on the business scale, the highest frequency of lies within the revenue bracket of < Rp 2 M, with 138 respondents.Following this, the Rp 2 M -Rp 15 M revenue range is the second most frequent, with 60 respondents.Lastly, the least frequent respondents are within the Rp 15 M -Rp 50 M revenue bracket, observed only 10 respondents.The region with the highest number of respondents is 'JABODETABEK,' comprising 50 respondents.Following this, 'East Java' ranks as the second most represented region with 48 respondents.'West Java' follows with 36 respondents, while 'Central Java & Yogyakarta' has 20 respondents.'Bali & Nusa Tenggara' is represented by 17 respondents, 'Sumatra' has 11 respondents, 'Kalimantan' has 12 respondents, 'Papua' has 8 respondents, and 'Sulawesi' is represented by 6 respondents.

Figure 4. Demography Based on Business Location
Based on what has been explained in the sampling method section, respondents were grouped into 3 sections which can be seen in Figure 2, the survey indicates that The group with the highest number of respondents is 'Group 3,' consisting of 79 respondents.Followed by 'Group 2' has 66 respondents.

B. Group Analysis 1) Group 1 (Know Xpora and Intended to Use) Table 1. Group 1 Survey Result
Group 1 Question Likert Score Average 1 2 3 4 To find out about Xpora I ask and search for information through Official Social Media (FB, Twitter, Youtube, IG) the indicators that are below overall average.There are 2 indicators that have below average scores from the 'Ask' variable related to information seeking.This might happen because there is a change in consumer behaviour towards digitalization and also lack of digital media activation.Consumers currently prefer to search for information through online media rather than having to come to a branch or contact a contact centre, perhaps for the reason that it is more time-saving, easy and seamless.Also there is another that has below average scores that come from 'Appeal' and 'Aware' variables that are related to promotion content and product fit.The highest scores are from the 'Advocate' variable related to Xpora service.Means that most of the respondents are satisfied enough for current service.segment, not retail banking for SMEs or exporters.So this point is an important note for BNI to strengthen its new branding.The highest scores are from the indicator AW1 related to online media as the main source of information.Confirmed that most of the respondents prefer online channels as the source of information they need.

2) Group 2 (Know Xpora But Not Yet Intended to Use)
3) Group 3 (Never Know Xpora) This might happen because there is a lack of forums or facilities from Xpora to accommodate a community of fellow customers, so people don't know where they should go to reach existing customers to ask about their experiences or testimonials about Xpora.Maybe it's also because there is still a lack of Xpora testimonials from customers in online media or it might be because they prefer to seek more information by themself.The highest score is from AS1 related to the curiosity of respondents to seek further information about Xpora.Means that they are quite interested in finding out more about Xpora.

C. Gap Ranking Analysis
Gap Analysis aims to determine which stages in the Five A's framework need to be prioritized for improvement based on the lowest average.The process is carried out by sorting the lowest average of each group shown in the previous section in descending order.So this can be used as a benchmark in formulating priority strategies for solving problems in this research.From this analysis, an orderly, short and clear picture of symptoms can be produced.

1) Lack of Supporting Facility and Change In Consumer Behaviour Related to Information Seeking
According to the result, the Gap Ranking 1 and 2 are coming from the 'Ask' Stage where there are respondents who don't prefer to seek information directly to the contact centre/branch office or asking people who understand about Xpora or existing customers of Xpora.Looking at the concept of 'Ask' stage in the Five A's concept, 'Ask' stage is where customers are interested in exploring deeper information about certain products either through print media, social media, existing user reviews, or directly from the brand.The aim of this stage is that customers try to convince themselves that this product is suitable for their problems or will meet their expectations before they decide to use the product.This is likely due to a lack of supporting facilities that meet these needs, such as a lack of exposure to the Xpora business incubation client community or it may also be due to the lack of exposure of Xpora customers in online media, which causes the general public to still be doubtful or unsure about the benefits of the Xpora program because there is no clear evidence to support this.Changes in consumer behaviour in seeking information also play an important role.In the current digital era, the majority of people tend to search for their own information through online channels because it is considered more efficient, easy and seamless.So, lack of activity and existence on digital media, especially social media, could be the trigger for this gap.

2) Lack of digital activation and unappealing content
This finding point can be complementary to support the previous finding point.Ranking gaps 3 and 4 come from the 'Appeal' and 'Ask' stages with indicators related to interest in promotional content and also social media presence.If we refer to theory, the 'Appeal' stage defines when a customer digests information about a brand, then the information is recorded in their mind and creates a memory which leads to interest in the brand.Gap point 3 can occur, meaning that the promotional content delivered to customers by Xpora is still not attractive enough so that an impression is not created that can instil a strong memory in the minds of customers regarding Xpora.
Gap point 4 comes from the 'Ask' stage which is related to searching for information via social media.This makes sense, because there is still a lack of social media activity carried out by Xpora.So the customer's need to search for information related to products and services is not fulfilled.In fact, as previously explained, today's customer behaviour in searching for information has shifted towards digital media.So this point can be an important note for Xpora.

3) Unmatch between service provided and customer needs
Ranks 5 and 6 in the gap indicate scores below average, this indicator is related to product fit among customers.This means that there is a mismatch between the services offered and the customer.Xpora, as a business unit of BNI bank, has a core product in the form of financial solutions.Thus, the services offered other than financial products are actually only intended as support.Meanwhile, customer needs are not only financial matters.So, it is important for Xpora to identify areas where its products are less suited to customer needs, because their main focus is on financial solutions that can provide added value for customers from a financial perspective.By improving the suitability of products to market needs, Xpora can improve their position and provide better value to their customers.

4) Lack of awareness of new brand proposition of BNI
The Gap Ranking 7 comes from the 'Aware' of Group 3 with indicators highlighting BNI's ownership of the Xpora property.Looking at the concept of 'Aware' Stage in Five A's concept, consumers can be said to be aware if they are passively frequently exposed to a particular brand either in terms of past experience, advertising or advocacy.Logically, this is understandable considering the general awareness that BNI is known as one of the largest consumer banking service providers.In the business banking sector, BNI's largest contribution usually comes from the corporate and commercial segments, not from the SMEs.Therefore, the existence of Xpora which is under the ownership of BNI to support MSMEs and exporters may sound strange to the general public.They may be sceptical and assume that Xpora is an independent entity that is not related to BNI.

D. Analysis of Business Solution
To address all the gap from each group, will be conducted several business strategies.The following is the strategy composition for those gaps: Maximize utilization of digital channel Ask Group 3

1) Partnership With Industry Expert From University and Business School to Expand the Scope of The Business Incubation Program
One of the strategic steps that Xpora can take is to collaborate with Universities and Business Schools.The focus is on building beneficial partnerships for Xpora by leveraging the expertise and networks of universities and business schools.The planned strategic step is to organize a series of focused industrial workshops and seminars, in collaboration with various universities that have experts in their respective fields.Each workshop will be designed with a special theme that is relevant to the needs of MSMEs, such as digital marketing strategies, financial management, agricultural product processing, or product innovation.Through this collaboration, we not only provide practical knowledge but also provide direct insight from experts who have been successful in the industry.
A business matching session is also planned which will enable direct interaction and collaboration between participating MSMEs.This will be an opportunity for them to exchange experiences, ideas and even forge mutually beneficial partnerships.
Apart from providing direct benefits to MSMEs, we will also take advantage of this opportunity to introduce Xpora as a platform that can provide additional support.We will explain how membership or partnership with Xpora can provide participants with greater access to resources, networks and business opportunities.In designing this strategy, the main focus is to create added value for MSMEs, expand the partnership network, and provide opportunities for Xpora to be known as a partner who is committed to supporting the growth and development of MSMEs in the target industry.This partnership can also be an effort to develop the INSPIRASI program which was previously held online and previous discussion topics were only limited to exports and financial products.Through this effort, it is hoped that more MSMEs will engage and be interested with Xpora so that it can become a pivotal factor in increasing customer conversion.

2) Collaboration With Local SMEs Community and Brand to Expand Brand Reach's
In its efforts to face the B2B market, Xpora realized the need to adopt a different approach in attracting client interest, especially when compared to direct consumer product marketing strategies.The importance of focusing on digital activities is a key foundation, with an emphasis on the effective use of digital platforms to reach and attract relevant audiences.This is where a partnership strategy with the MSME community becomes crucial, providing an effective channel to reach the target audience more precisely and according to needs.Apart from that, a very promising opportunity for Xpora is collaboration with local brands that have dominated the domestic market share and have even succeeded in stepping onto the international stage.In particular, collaboration with brands that are still classified as MSME businesses indicates great potential for Xpora.This will not only strengthen Xpora's position as a supporter of the success of local brands in the global market, but can also provide a significant boost to Xpora's brand awareness at a broader level.This kind of cooperation gives rise to mutual benefits; Xpora has the support of established brands, while these brands can expand their reach with the help of BNI's network, helping in expansion into international markets.Through this beneficial collaboration for both parties, the reputation and credibility of the brands involved increases public trust in Xpora.Thus, this partnership is not only profitable in the business aspect, but also builds trust and sustainability for the positive growth of both in an increasingly competitive market.

3) Maximize utilization of digital channel
As we know, digital activation currently plays a very important role in the success of a brand, especially if the main goal is to increase awareness of the brand.Because it is very common for the current generation that all activities involve digital media, especially social media, it is the right thing for Xpora as a service provider to choose digital media as one of the main sources of information for potential customers considering that based on the survey results in the previous part, looking for information through direct channels such as Contact centers or branch offices are no longer relevant to customer behavior nowadays.As we know that social media plays a pivotal role in digital activation.Social media is a type of digital media that almost everyone uses every day for information, entertainment, communication and work functions.So social media is the right medium for brands to show their existence in the market.Besides that, social media also allows two ways of communication.So that brands and customers can interact with each other there, especially in terms of listening to feedback from customers.Based on the survey results, it is necessary to create a social media activation strategy that is targeted at awareness and engagement.Therefore, here is one activation strategy that can be implemented by Xpora for each goal: • Awareness: At this level, the output of the promotional content is to increase customer awareness on social media about the existence of Xpora and also make Xpora more visible on its digital footprint, especially on social media.The content is in the form of soft promotion whose aim is to educate about Xpora's core business, such as financial products, business legality, exports, etc.
Trivia Content edutainment aims to provide facts and knowledge about business, industry and exports that will be useful for MSMEs

Figure 3 .ISSN
Figure 3. Demography Based on Business Scale

ISSN
will help me provide solutions in terms of funding, business training, and also commodity search 0 0 6 27 30 4.38 Appeal I am looking for Xpora because of attractive features and services related to the needs of MSMEs 0 0 6 28 29 4.37 I find out Xpora because of interesting branding 0 0 5 21 37 4.51 about Xpora I contact the Contact Center or visit the BNI Branch Office 0 5 9 27 22 4.05

Table 2 . Group 2 Survey Result
On the table above the green marks indicate the highest average score among other indicators and the red marks indicate the lowest average.The lowest scores are from the indicator AW3 related to BNI ownership of Xpora.It can be concluded that according to respondents' assumptions, the current Xpora branding is very far from the BNI branding.Maybe because people know BNI as a consumer banking service provider and also the highest business banking portfolio comes from the corporate and commercial ISSN:

Table 3 . Group 3 Survey Result
On the table above the green marks indicate the highest average score among other indicators and the red marks indicate the lowest average.The lowest scores are from the AS2 indicators related to respondents' initiatives to ask about Xpora to existing customers.

Table 4 Gap Analysis
ISSN: