STRATEGIC PLAN v1.0 · Aug 2026

Axi Thailand

Actionable Action Plan — B2B2C Market Entry

Structured framework from market intelligence to field execution. Built for Santi, Lucca/Kelvin, and the Thailand team.

Prepared by Guillaume Luccatio · August 2026

Strategic Context

The framing that drives every decision

Key Insight — Bangkok Visit: Existing IBs are low quality, but prospects met are better. Axi has been interacting with the wrong people. The opportunity requires reaching the right partners, not better servicing the wrong ones.

🎯 B2B2C First

~5 top distributors generating $300K–$500K profit MoM. Partner-centric pricing, IB-focused promotion, distributor-level relationship management.

🔄 B2C Pivot (if needed)

Marketing-led acquisition, scaled-down field presence, focus on Axi Mobile App at 3-year horizon.

Decision: Execute B2B2C first. If it delivers → double down. If limited traction → pivot. No ego — the market decides.

Phased Approach

Three phases, each with a clear go/no-go gate

P1: Prepare

Weeks 1–4

Market intelligence (P0)
Pricing structure finalised
Product readiness — demos, journey
IB tiering: Grow/Maintain/Fix/Exit

P2: Engage & Close

Weeks 5–9

Staggered geo-tours
Line outreach → in-person → proposals
Pricing feedback & adjustment

P3: Scale or Pivot

Week 10+

Attractive → double down B2B2C
Unattractive → pivot to B2C
No ego — market decides

🚦 Go/No-Go for P2: Enough quality prospects to justify field investment?

🚦 Go/No-Go for P3: B2B2C delivering at $300–500K MoM potential?

P0: Market Intelligence

Research foundation — completed before 4Ps are applied

#	Action	Owner	Output
1	Analyse existing IB portfolio — gross margin, cost, engagement per IB	FP&A + Lucca/Kelvin	Grow/Maintain/Fix/Exit list
2	Establish breakeven rebate level — at what commission does Axi lose money?	FP&A	Floor for all pricing
3	Cross-check 77 prospect list vs Axi IB list — who's known, who went cold	Asy + Kom	Prioritised prospect tiers
4	Geo-locate all IBs + prospects — assign to Geo 1–6	Asy + Kom	Geo-assigned CRM tags
5	Competitor landscape scan — Exness, XM, Vantage, IC Markets	Lucca/Kelvin	Competitive benchmark
6	Expand prospect list beyond FX/Crypto — ETFs, stocks, multi-asset channels	Asy + Kom + Lucca/Kelvin	Augmented prospect list
7	Add ~12 stock/stock CFD influencers — test interest in stock CFDs	Lucca/Kelvin + Asy + Kom	Proof of concept

✅ B2B2C Confirmed: Initial target is B2B2C. Optimise for 5 top distributors at $300–500K MoM. All 4P choices are partner-centric.

P1: Product

What we sell, how we demonstrate it, and how clients move through the ecosystem

Tier	Products
Platforms	MT4, MT5, Axi Trading Platform
Premium	Axi Select
Social	Copy Trading
Core Assets	FX, CFDs (Metals, Grains, Oil), Crypto
Securities	ETFs, Stocks
Unique Angle	Non-leveraged ETFs on Axi Trading Platform — no swap fees

#	Action	Owner	Timeline
1	Fund demo accounts with full sample portfolio (FX, gold, oil, crypto, stock, ETF, Axi Select, Copy Trading)	Lucca/Kelvin / Ops	Week 1
2	Build multi-asset client journey — 3 archetypes (FX/Trader, Multi-Asset, Wealth Builder)	Lucca/Kelvin	Week 2
3	Map product-to-partner suitability — not every partner needs every product	Lucca/Kelvin + Asy + Kom	Week 3
4	Define Thailand product priorities — gold, FX, crypto dominant; ETFs as retention anchor	All	Week 3
5	Build multi-asset IB economics pitch — 2.5× revenue, 3× retention, 7.5× lifetime value	Lucca/Kelvin	Week 2
6	Regulatory safety as closing argument — FCA/CySEC/ASIC/FSCA/DFSA footprint	Lucca/Kelvin	Week 2

Client Journey — 3 Archetypes

Stage	FX/Trader	Multi-Asset	Wealth Builder
Entry	Opens FX, trades EUR/USD	Starts with gold CFDs	Buys non-leveraged ETFs
Discovery	Gold CFDs, oil	FX majors, indices	Leveraged FX for hedging
Expansion	Axi Select, copy trading	Crypto, stocks, ETFs	CFDs for active trading
Maturity	Full ecosystem user across all products

P2: Price

Clear, simple, tier-based. No complex matrices.

✅ Simple

Per-tier structure — easy for reps and partners to understand.

📏 Floor

Every price sits above breakeven rebate level (from P0).

🔧 Flexible

Adapt per partner based on volume, relationship depth, strategic value.

🏆 Differentiated

Non-leveraged ETF pricing (no swap fees) is a competitive moat.

Partner Bonus — Principles

📢 Simple

Easy for the partners and IBs to understand.

🎯 Product-aligned

Drives what Axi wants to promote (ETFs, Axi Select).

🤝 Co-designed

Decided with partners — not forced top-down.

📈 Objective-aligned

Serves Thailand strategy, not short-term volume.

Action: Standardised menu of offers per product line — partners choose from the menu.

P3: Place

6 geographies — staggered geo-tours — clear coverage rules

Geo 1

🏔️ North — Chiang Mai, Northern corridor · Asy

Geo 2

🏘️ Central — Isan, Central provinces · Asy

Geo 3

🏙️ Bangkok Metro — Shared: Asy + Kom + Lucca/Kelvin

Geo 4

🏖️ EEC / Pattaya — Eastern Seaboard · Kom

Geo 5

🌴 South — Phuket, Hat Yai · Kom

Geo 6 · Laos

🔶 Tentative — Crypto deposits available · Asy

Coverage Rules

Territory ownership — Each rep owns their geo. Client coherence.
Buddy/backup — When one travels, the other covers desk. Lucca/Kelvin fills gaps.
Cultural pairing — Lucca/Kelvin never visits clients alone — always paired with a Thai rep.

Geo-Tour Rules

🏆 Priority = highest prospect density — most confirmed prospects first, not pre-set order.
📊 Min 10 prospects per trip — combine adjacent regions or defer.
🗓️ No rep travels 2 consecutive weeks — desk duty = planning duty for backup.
📍 Data-driven routing — actual locations from Phase 0 determine the route.

Staggered Geo-Tour Timeline

Template — adjusted based on actual prospect locations

Weeks 5–6 · Desk Phase

💻 Line Outreach — All Geos

Desktop prep — confirm prospects, schedule meetings for tours. No travel.

Week 7 · Field

🏆 Highest-Density Geo

Determined by P0 geo-location data. ⚠️ Only if ≥10 confirmed prospects in this geo.

Week 8 · Field

🥈 Second-Priority Geo

Route adjusted for rep's base. Backup rep plans Wk9 tour. ⚠️ Only if ≥10 confirmed prospects.

Week 9 · Field

🏁 Remaining Geos — Day Trips

Central + Bangkok + EEC. No overnight travel. Combine sub-regions for ≥10. Collect pricing feedback.

🚦 Week 9 Review: B2B2C traction at $300–500K MoM? Yes → P3 scale. No → P3 pivot.

P4: Promotion

Measurable communication funnel — know if your message reached the partner

📤 Sent

👁️ Received

✅ Acknowledged

🎓 Trained

⚡ Activated

Stage	What We Track
Sent	Campaign triggered (automated Line + email)
Received	Read/open rate per IB/partner
Acknowledged	Reply, click, or CTA interaction
Trained	Attended webinar, watched recording, booked 1:1
Activated	Deposited, traded new product, referred

Trigger	Channel	CTA
New feature launch	Line + email	"Book 15 min with your rep"
Quarterly review	Automated reminder	"Confirm your slot"
Training/webinar	Invite	"Register now / Watch recording"
Inactivity (X days)	Nudge	"Reply with your biggest challenge"

Partner Health Score (WS4)

BCG-inspired matrix — measures relationship quality, not just satisfaction

🥛 Cash Cow

High Value · Low Engagement
Profitable but under-activated. Upsell training, more RM time.

⭐ Star

High Value · High Engagement
Ideal partner. Protect, personal visits, prime treatment.

🐕 Dog

Low Value · Low Engagement
Fix or Exit. Cut losses or invest only if clear path exists.

❓ Question Mark

Low Value · High Engagement
Wrong pricing? Wrong product fit? Needs diagnosis.

📊 Engagement (0–100)

Meeting frequency 25% · Training attendance 20% · CTA response 25% · 30/60/90-day check-in 15% · Product adoption 15%

💎 Value (0–100)

Gross margin 40% · Volume consistency 25% · Cost to serve 20% · Strategic value 15%

Cadence: Monthly for Tier-1, quarterly for others. Quadrant movement is itself a KPI — Question Mark → Star = win. Maps to Grow/Maintain/Fix/Exit segmentation.

Cross-Cutting KPIs

What gets measured gets managed

📋 Visit Reporting

Report + pictures after every partner visit. Proof of presence.

📞 Call Discipline

Call note after every interaction. Proof of value exchanged.

🙏 Follow-Up

Thank-you note within 24h of every meeting. Relationship building.

🌱 Partner Development

Training delivered, engagement score, journey stage progression.

🎯 Product Mix

% of non-FX activity (ETFs, Axi Select). Drives multi-asset.

✅ Compliance

Reporting completeness. Coaching signal, not punishment.

Management value: WS3 & WS4 design (Week 2) · Field support (Weeks 7–8) · Go/Pivot/Exit recommendation with Santi + Lucca/Kelvin (Week 9).

Complete Timeline

Week-by-week with all go/no-go gates

P1: PREPARE — Weeks 1–4

Weeks 1–2: P0 Market Intelligence — FP&A breakeven, cross-check 77 list, geo-locate, fund demos, draft WS3 & WS4.

Weeks 3–4: Apply 4Ps — tier IBs, per-tier pricing, route-plan, finalise WS3/WS4.

🚦 Gate: Enough quality prospects for field investment?

P2: ENGAGE & CLOSE — Weeks 5–9

Weeks 5–6: Line outreach (desk). Confirm prospects, book meetings.

Week 7: 🏆 Highest-density geo tour

Week 8: 🥈 Second-priority geo tour

Week 9: 🏁 Remaining geos — day trips. Collect pricing feedback.

🚦 Gate: B2B2C traction at $300–500K MoM? Yes → scale. No → pivot.

P3: SCALE OR PIVOT — Week 10+

Attractive: Double down on 5-distributor model. Scale field presence.

Unattractive: Pivot to B2C — marketing-led, scale down field, focus on Axi Mobile App at 3-year horizon.

No ego — the market decides.