Survein is a survey technology platform specifically tailored for the Indonesian market, aiming to solve the friction points of traditional data collection. The deck highlights a significant opportunity in Indonesia, citing a population of 260+ million and a 96% unique mobile owner rate as of 2020. By utilizing QR codes for instant access in F&B outlets and offering an affordable alternative to incumbents like Jakpat, Survein positions itself as a localized tool for startups and student associations. While the deck provides a robust launch strategy involving major co-working spaces like WeWor…
Key takeaways
- The company identifies a specific UX gap in mobile surveys, noting that manual typing of links leads to high friction (Slide 4).
- Indonesia is presented as a prime market due to its 260+ million population and status as the 4th largest in the world (Slide 6).
- Survein leverages high local familiarity with QR codes, which are already used for daily activities and payments like OVO and GOPAY (Slide 6).
- The platform targets the F&B sector specifically by placing QR codes on dining tables to capture feedback during wait times (Slide 10).
- Market data from January 2020 shows Indonesians spend nearly 8 hours a day on the internet, supporting a digital-first survey approach (Slide 8).
- The launch strategy is phased, starting with beta testing in Jakarta co-working spaces like WeWork, Justco, and Cohive (Slide 14).
- The team includes experienced leaders from Tokocrypto and Velocity Enterprise, providing strong regional tech credibility (Slide 19).
- The deck completely omits financial metrics, revenue models, and the specific amount of funding being sought.
Survein: A Localized Approach to Market Research
Survein presents itself as a specialized survey tool designed to overcome the friction of data collection in the Indonesian market. The deck focuses heavily on the 'Why Indonesia' and 'Why Now' aspects of the pitch, leaning on the country's massive mobile adoption and the specific failures of global incumbents like Google Forms in a mobile-first, high-traffic environment like a restaurant or a campus.
Slide 1: Title and Branding
The cover slide features the Survein logo, which incorporates a checkmark motif into the 'V'. The imagery of a person reading a book and a coffee cup suggests a focus on research and casual environments, though it is relatively generic. The slide is labeled 'Pitch Deck' and 'Survein Intro'.
Slide 2: The Importance of Surveys
This slide serves as a primer on the industry. It defines a survey as a tool for market researchers to gather data. It categorizes traditional forms into online, paper, and phone surveys, explicitly dismissing phone surveys as 'outdated & inefficient'. The slide argues that surveys are necessary to 'formulate strategies for a more effective business model' and 'enhance customer service'.
Slide 4: The Current Problem
Survein identifies the core pain point for its target demographic (Start-ups & Student Associations). While online surveys are scalable and customizable (Pros), they suffer from a 'Lack of instant push'. The deck notes that requiring a surveye to manually type a link into a mobile device results in 'Bad UX'. Furthermore, it claims online forms are often not optimized for mobile view (Bad UI). Google Form and Survey Monkey are cited as the primary examples of these problematic tools.
Slide 6: Indonesia Market Opportunity
This slide provides macro-economic justification for the business. It lists four key pillars: Huge Market Size (260+ million population), Fast Growing Number of Start-ups (1000+ in Indonesia in 2020, growing 20-30% annually), Familiarity with QR Code (daily activity for locals), and Payment Integration (OVO, GOPAY, Linkaja, DANA). This slide effectively ties the product's core mechanic—QR codes—to existing consumer behavior in the region.
Slide 8: Tech Savviness and Mobile Statistics
Using data from Hootsuite and We Are Social (Jan 2020), Survein highlights that 96% of internet users aged 16-64 own a mobile phone. Crucially, it notes that Indonesians spend an average of 7 hours and 59 minutes on the internet daily. This data is used to prove that the target audience is 'accustomed to going online', reducing the barrier to digital survey adoption.
Slide 10: Value Proposition and Target Audiences
Start-ups: An affordable alternative to 'expensive survey companies' like Jakpat . · University Associations: Tools for 'less financially wealthy' students. · F&B Outlets: The ability to place QR codes on dining tables so customers can fill out surveys while waiting for food or bills, avoiding the interruption of physical forms.
Slide 12: User Story and Growth Potential
This slide contains a highly detailed technical flowchart labeled 'User Story'. It maps the journey from 'Add Form' through 'Create', 'Publish', and 'Share' (via Link, Social Media, or QR Code). It also details the respondent's path via mobile or desktop. While thorough, the text in the flowchart is small and difficult to read, serving more as proof of product architecture than a digestible pitch slide.
Slide 14: Launch Strategy
Phase 1 (Beta): Events in Jakarta co-working spaces including WeWork, Justco, Block71, and Cohive . Offers 30-50% discounts to secure initial sign-ups. · Phase 2 (User Acquisition): Sponsored tools for large events and F&B outlets. It lists specific target categories: Boba Brands ( Kokumi, Ban Ban ), Coffee Brands ( Kopi Kenangan ), and Food Brands ( Shihlin, Sour Sally ). · Phase 3 (Expansion): Targeting Taxis ( Bluebird, Silverbird ) and accommodations like hotels and homestays.
Slide 19: The Team
The team slide features three individuals with significant ties to the Indonesian tech ecosystem:
Nanda Ivens: CMO of Tokocrypto (since May 2020) and former APAC CEO for Mirum Agency (WPP Group). · Chung Ying Lai: CSO of Tokocrypto and a National University of Singapore engineering graduate. · Khun Ling Tan: CTO and co-founder of Velocity Enterprise , with a background in Human Factors Engineering from Nanyang Technological University.
Slide 20: Conclusion
The deck ends with the tagline 'Let's Make Survey To Another Level' over a photo of diverse young professionals using mobile devices. It repeats the Survein logo but does not include contact information or a final call to action.
What Works in This Deck
The strongest element of the Survein deck is its localization . By identifying that Indonesians are already comfortable with QR codes for payments, the founders successfully argue that the friction for a QR-based survey is much lower than in other markets. The Launch Strategy (Slide 14) is also exceptionally specific, naming actual brands and co-working spaces where they intend to deploy, which gives investors a clear picture of the operational plan. The Team Slide (Slide 19) provides high credibility, as the members hold leadership roles at Tokocrypto, one of Indonesia's most prominent crypto exchanges, suggesting they understand how to scale tech in that specific regulatory and consumer environment.
What is Missing
The deck is significantly incomplete from a venture capital perspective. Most notably, there is no 'Ask' slide . We do not know if the company is raising $500k or $5M, nor do we know the valuation or the use of funds. There is also a total absence of financial data ; there are no projections, no mention of the current burn rate, and no explanation of the revenue model (e.g., SaaS subscription vs. per-response pricing). While Slide 10 mentions being 'affordable', it doesn't define what that means in dollar terms. Finally, there is no traction slide showing how many beta users or F&B partners they have already secured, leaving the reader to wonder if this is a live product or just a concept.
Founder Takeaways
Founders should look at Slide 6 and Slide 8 as excellent examples of how to use third-party data to validate a market . Instead of just saying 'Indonesia is a big market', Survein uses specific mobile ownership and daily usage stats to prove the digital readiness of the population. However, founders should avoid the mistake made on Slide 12; while a user flow is important, a pitch deck should prioritize high-level UX highlights over a dense, unreadable technical flowchart. Most importantly, never leave out the business model . Even at the earliest stages, investors need to know how the company intends to turn these surveys into a profitable enterprise.
Frequently asked questions
- What is the primary problem Survein aims to solve?
- Survein addresses the 'bad UX' of current online surveys on mobile devices. Slide 4 notes that traditional online forms often require manual typing of links and are not optimized for mobile views, creating hurdles for instant survey completion. They aim to replace these with a seamless QR-code-based entry system.
- Why is the Indonesian market specifically targeted?
- According to Slide 6 and Slide 8, Indonesia has a massive population (260M+), high mobile penetration (96% unique owners), and a culture already accustomed to QR codes for payments (OVO, GOPAY). The deck argues that the rapid growth of startups (1,000+ in 2020) creates a large B2B customer base.
- Who are the primary competitors mentioned in the deck?
- Slide 4 lists Google Forms and Survey Monkey as examples of current online survey tools with mobile UX issues. Slide 10 specifically names Jakpat as an 'expensive survey company' that Survein intends to underprice for early-stage startups and university associations.
- What does the launch strategy look like?
- Slide 14 outlines a three-phase plan. Phase 1 involves beta testing at Jakarta co-working spaces and universities. Phase 2 focuses on user acquisition through F&B outlets (Boba and Coffee brands) and large-scale events. Phase 3 expands into taxis (Bluebird) and accommodations like hotels and homestays.
- What critical information is missing from this pitch deck?
- The deck is missing several standard investment components: there is no slide for unit economics, no historical revenue or traction data, no competitive matrix beyond a brief mention of Jakpat, and no 'Ask' slide detailing how much money is being raised or how it will be spent.
