Own The Future
Kenex will become one of the earliest regulated online trading
brokerages in Kenya. Clients will have access to trade 220
instruments from their smart phone. Including stocks, FX, CFD
Commodities and Indices.
Brokerage & Trading App
Kenex Markets
STARTUP
2021
P R E S E N T A T I O N
LAUNCHING
SOON
Welcome to Africa
As a global community, either we want to make the
best of Africa, not by charity or Aid, but by hard work
and investment… or we just want to sit by and see
others reap the benefits.
We want to be the investors in Africa, but we seem to harbour the
misconception that Africa is unstable and high risk for investment. However
investors from China, India and Europe tell us a very different story as they
flock to Africa and succeed in making their fortunes.
With this in mind we are determined to offer a structure that gives confidence
that your money is safe, secure and most importantly, shows a clear path to
profit. Whilst Africa is rich with its natural resources and commodities,
technology is leading the way of taking parts of the world and specifically
Kenya into the middle classes.
Kenya is famous for its mobile technology payments system called M-Pesa
that has now attributed towards elevating over 186,000 people out of poverty.
With a higher percentage of Kenyan’s using smart phone payments than in
Europe or the US, the ability to make digital payments is key to what makes
Kenya the new frontier for our stock market trading app and brokerage.
We are able to take the most tried and tested methods of marketing, client
service and trading technology to a market that is crying out for us and has
almost no competition. With the new Online Trading Act released in
December 2017 the Kenyan financial regulator (CMA) have shown their intent
to build a world class regulated industry.
Agenda
P R E S E N TAT I O N
Why
To give Kenyans access to trade the FX, CFD
and stock markets from their smart phone.
Giving Kenyans a potential second income.
What
The most advanced smart phone trading app
and technology focused brokerage. Created
Specifically for the Kenyan market.
Where
The regulated entity will be located in Nairobi
Kenya, whilst its holding company will be
registered in London, England.
01
02
03
04
Growth
With almost no competition in this location and
surrounding companies, we expect to see
exponential growth typical of successful
emerging markets.
Welcome Message
In 2017 some of my partners and I were discussing where the next growth market will be. We had a great product
in the online trading market with decades of proven experience. The problem is the saturation of the market. In
both Europe and the US there are more competitors than market. To combat this our marketing techniques and
offering has become a fine art to maximise Return on Investment. Thanks to its widespread and renown use of
mobile payments, Kenya presents the optimum opportunity for our offering.
Leroy Lawrence
Chief Executive Officer
Executive Team
Chief Executive Officer
Leroy is an award winning
international CEO. He was the
first black founder of a regulated
UK stockbrokers in 2008 and
went on to become CEO of a
Swiss investment bank in 2012.
LEROY LAWRENCE
Chief Operating Officer
With over 14 years of experience
in business management he
most recently ran an online
trading brokers in London. He is
highly adept at dealing with legal,
recruitment & operational issues.
RICHARD GREEN
Chief Financial Officer
Fred has 10+ years’ experience in
strategy, finance and accounting
working in the investment,
advisory, payments and non-
governmental sectors.
FREDRICK GITUTHU
Chief Marketing Director
An experienced African markets
specialist and business leader in
gaming and online sports betting,
Barney has a large and current
exposure to the current retail
Fintech market in Kenya.
BARNEY BARROW
OUR
MISSION
To bring the most advanced and safest financial
service industry sectors to Kenya. To build a large
market share by being one of the first in each sector of
the market we build. To use technology to enhance the
financial landscape for all.
Our smart phone trading app will allow almost every member of Kenyan society to have
access to the global markets. Our clients will be able to open an account with as little as
$10, learn how to trade and generate a second income.
1
Financial Services / Risk
Kenex will be only the second online trading firm
to be regulated in Kenya by the CMA. We use both
automated and manual oversight in risk
management.
2
Marketing
We have partnered with a local social media team
for scalable client acquisition. We also use a tried
and tested funnel within our app to maximise fund
allocation.
3
Technology
We use the smartest API technology for trading
guaranteeing speed of execution.
Our Vision
How Kenex Generates Revenue
Spread
400:1
$
Due to leverage of up to 400:1 the spread commission percentage
can be multiplied many times more than the initial trade deposit.
The more assets and trading activity conducted on our platform, the
more money made for Kenex.
Kenex generates revenues from commissions known as ‘spread’ (the
difference between buy and sell price) and overnight interest fees.
Kenex doesn’t manage or trade assets. We encourage people to trade
actively by giving them tools, tips and access to social trading.
2017 2018/Q3 2018/Q4 2019/Q3 2019/Q4 2020/Q4
Market Research and
development began on a
trading product built
specifically for Kenya.
UK holding company and
Kenya regulated firm
incorporated.
Re-Branding and product
development completion.
Launch of trading services
as Kenex Market goes live.
Regulatory approval to be
granted by the Central
Markets Authority (CMA).
Shareholders offered first
dividends and initial plans to
list on the Nairobi Stock
Exchange begin.
Our Milestones
The Game Changer
Our personal mini fund social trading allows clients to
create a mini fund within their account.
They can allocate a percentage of their funds to follow the
trades of multiple experienced manual and automated
traders.
This reduces client effort whilst increases their chances of
making profit. It also increases account activity and client
retention.
Personal Mini Fund
Social Trading
The Kenex Trading App
Clients are not charged the standard processing
fee for funding their account. Transactions up to
$5,000 are instant.
A broad choice of payment options are available
including M-Pesa, Visa, Mastercard and wire
transfers.
Clients are able to trade over 220 instruments
and view accurate charting and economic news
to improve their trading decisions.
Client Trading App Benefits
Tutorial
Simple KYC/ID & Fund
90%
Easy Sign up
85%
70%
Designed to maximise the percentage of app users
who fund their account by use of a tested
acquisition funnel.
Acquisition Funnel
Kenex Markets is a client volume business model. As GDP is low compared to the west we have built a model that thrives on a high number low deposit
sized clients. A brokerage makes money based on activity. The more trading activity the more money it makes. We have a number of strategies to
maximise activity using facets of our app that are at the forefront of trading and marketing technology. These include built in social trading and video
education notifications.
4,000 640mil 220+ 62%
Monthly Acquisitions Average Trading Volume Trading Instruments Annual Growth
Our Unique Keys to Success
There are over already over 150,000 online FX traders in
Kenya who are predominantly Kenex Markets (Kenya)
target market. Kenyans have to use foreign brokers who do
not offer suitable payment provider formats.
Who is Trading Already?
The middleclass in Kenya is growing, both by population
and income. Financial Technology such as our and M-Pesa
is greatly speeding up this progress
Middleclass Average Income
Our high client acquisition model is based on each new
client depositing an average of only $10 in a month. This
we believe to bean extremely conservative strategy
necessary for projections whilst creating a new market.
How Much Will They Deposit
$10
$1,000+ p/m Income
150,000 Active Traders
Market Size
“You need to know your
market on the ground to
achieve the best ROI
online.”
Our Social Marketing Partners
Kenya Expansion
West Africa
Kenya
We begin in Kenya building on superior
numbers of smart phone users and
technology advancements.
East Africa
We attract clients from neighbouring
countries such as Ethiopia which has
the fastest growing GDP in Africa and
also uses M-PESA
We attract larger clients from Nigeria
and Ghana that are still limited to use
foreign or unregulated brokers online.
We enter the largest economy in Africa
with an African built regulated product
that will supersede the limited
competition.
Forecast
Description
2021 2022
2023
Outgoings
Marketing Spend
£90,000
£90,000
£90,000
Trading Volume (RT Lots)
12,647
21,580
29,853
Net Deposits
£900,138
£1,783,876
£3,764,028
Income
A Revenue
£471,757.56
£652,673.18
£845,904.92
B Revenue
£418,505.03
£542,112.12
£1,096,508.89
C Revenue
£651,250.04
£1,388,642.56
£3,580,643.24
Total Revenue
£1,541,512.64
£2,583,427.86
£5,523,057.06
Financial Projection Summary 2019/2020
Expenditure
Description
2021
2022 2023
Operating Costs
£823,884.77
£1,169,149.01
£2,095,132.20
Combined Salaries Incl. Com.
£529,224
£847,628
£1,729,517
Platform/LP Share costs
£155,141
£170,751
£214,845
Total Expenditure
£823,884
£1,169,149
£2,095,132
P&L
£637,689
£ 1,409,682
£ 3,423,328
The
Numbers
Here we show the Sales forecasts. We have used very
conservative projections considering the reality of being one of the
first companies of this type into the market. We have been
cautious even though the first company is already showing good
returns.
Increase
Annual EBITDA Margin
62%
Start-up
The
Here we express the initial year start up costs and the first two
years of expenditures. Ending with each of the initial years in
significant profit. All costs are scalable to avoid unexpected losses
but allow us to increase upside inline with market demand.
121%
Annual P&L
Increase
Start Up Cost
Description
2021
- -
Office Rental Deposit
£10,000
IT Infrastructure
£25,000
Current Assets
£35,000
Office Furniture
£2,000
Office Equipment
£2,500
Web development
£5,000
Platform Setup Cost
£11,419
Office set up
£2,500
Capital Expenses
£23,419
OTG Marketing Start up burst
£50,000
LP Margin Reserve Payment
£15,000
Travel Expenses Allocation
£10,000
Incorporation Costs
£1,558
CMA Application
£19
One off Opex
£76,577
Total Start Up Costs
£134,996
Description
- - -
Capital Adequacy
£250,000
*The statutory minimum reserves of capital which the financial institution must have available.
Chart Forecast
£ 941,576
Sales Data Analysis
Income created by client margin and volume.
£ 549,256
Product Distribution
Cost of sales and burn rate including set up costs repaid
monthly.
Kenex Markets Forecast
Here we see a charted example of the first 8 months of
sales versus outgoings.
0
10
20
30
40
50
60
Jan Feb Mar Apr May Jun Jul Aug
Company Structure
Investors and shareholders own the Kenex Global Ltd Holding Company.
The holding Company owns 100% of the CMA regulated subsidiary
Equinex Limited (Kenex markets)
Shareholder Protection and Transparency
Kenex Markets (Kenya) will be located and staffed in Nairobi
Kenya as seen in the organogram. 100% of its ownership will
belong to its UK holding company Kenex Global Ltd.
This segregation gives optimal investor protection and
transparency.
Kenex Global Ltd is domiciled and registered in London,
England with transparent accounts and directorship. You will
be able to search all information regarding it online at
Companies House UK.
Chairman
Chief Operating Officer
CEO
CFO
Chief Marketing
Officer
Social
Media
Team
UX/UI
Graphic
Designer
Accounts/Audit
Admin
Compliance
Officer/MLRO
Client
Services
A-Round Funding
An issue of 1 million normal shares are to be sold to one or more investors before
launch of trading.
Pre-Launch Share Issuance
£2.2m
Based on a valuation
discounted to premium
Capitalization
£1
Pre Launch share price
Share Price
1Million
Shares available for sale
before launch
Share Issue
Telphone
KE +25 4207 640 203
UK +44 (0) 207 193 8056
E-mail
info@Kenex-markets.com
Social Media Conection
www.twitter.com/kenexmarkets
www.facebook.com/kenexmarkets
www.linkin.com/comp/kenexmarkets
Contact Us
Home Page
www.kenex-markets.com
