Hypothesis

Basic Resellers are not upgrading to Premium because :

1. They don't clearly understand the benefits or being Premium Reseller.

2. They are not aware that the Premium membership program exists.

Desk Research

1. Primay Research

   1. Research with Basic Resellers – to understand why they haven’t upgraded to Premium:

      1. Users are heritant to sign up for Premium

         1. Many felt the benefits of becoming a Premium Reseller were not appealing enough, so they didn’t see it as necessary.

         2. From interviews and direct observation, 94% of users were only aware of about two benefits out of all the advantages offered.

      2. Users don’t understand the difference between Basic and Premium

         1. Most only learned about the Premium membership after exploring Tokodistributor’s features several times.

         2. Many sought information by contacting customer service directly. About 40% of incoming chats to CS were questions about Premium membership

   2. Research with Premium Resellers – exploring their experience before upgrading: although they were interested, most delayed upgrading because:

      1. They were unsure how to use or access the exclusive Premium features.

      2. They struggled to find Tokodistributor’s official social media for verification (concerned about scams).

         
         

   Note: Data validation was done by testing with users and comparing customer service data with data from the marketing team.

   
   

2. Secondary Research

   1. User Persona

      The target segment for Tokodistributor’s Premium Reseller program consists of:

      1. Demographics:

         • Average age: 25–35 years old.

         • Living in major cities across Indonesia.

         • Using Android devices.

         • Middle to lower-middle financial status.

         • Occupations include employees, university students, and stay-at-home mothers.

      2. User Expectations:

         • Want to start selling instantly without capital.

         • Want to earn easily by becoming a reseller/dropshipper.

         • Expect affordable prices with quality products.
           
           

   2. Competitor Analysis

      A competitor analysis was conducted on several Indonesian marketplaces and e-commerce platforms that also target resellers and dropshippers, and offer a paid membership system.

      1. Platforms Analyzed:

         1. Jakmall

            • Information about reseller benefits is displayed prominently on the homepage.

            • It appears as a bold banner, followed by a dedicated section explaining the benefits in detail.

            • The homepage features a clear banner showcasing the reseller.

            • Advantages :

              1. Users can immediately recognize the existence of a premium reseller program.

              2. Users can directly see the benefits of becoming a reseller.
                 
                 

         2. Ralali

            • Reseller information is placed in the category menu on the homepage and also shown in a banner at the very bottom of the page.

            • The homepage also highlights a referral program that users can join.

            • Advantages:

              1. Clean and simple presentation.

            • Disadvantages :

              1. The reseller information is less visible to users at first glance.
                 
                 

         3. Evermos

            • The homepage immediately displays a banner about the reseller program.

            • Additional important information is presented in the form of cards, accompanied by microcopy to help users understand quickly.

            • Advantages:

              1. Information is instantly visible to users.

              2. Presentation is more structured and organized.
                 
                 

      2. Key Takeaways from Competitor Analysis:
         From the competitor analysis, we found that key information — including paid membership details — is prominently displayed on the homepage, while still balancing the presentation of the platform’s core e-commerce products.