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January 15th 2021

ACCOUNT PLAN WOOLWORTHS

Visual SMS marketing made easy

Mobiz Account Planning Template

Business Overview
Key Business Initiatives
Customer Relationship Landscape
Customer Products and Revenue
Account Competitor Analysis
Buying Process and Selling Points
Relationship Goals and Strategy
Sales Opportunities, Targets and Risks

Business Overview

Company Overview

Company Name: Woolworths Holdings Limited (WHL)

Company Location: Cape Town, South Africa

Industry: Retail & Financial

Noteworthy News & Industry Insights:

Annual Revenue: R78.3BN (WHL Turnover)

Financial Year end date:

Number of Employees:

Our Strategy: Have WW as long term contracted client

Our Goals:

Make new relationships with key stakeholders and create awareness of our solution across the company.
Close 2 x POC’s

Point of Contact at Company Name: �Thando Bangisa ( Marketing Campaign Manager)

thandobangiso@woolworths.co.za

�Umna Adams (Head of Direct Marketing)�umnaadams@woolworths.co.za

Target Markets

SEM (Socio Economic Measurement)/LSM: 8-10

Target Market description: mid- to upper-income

Location: Southern Africa

2. Key Business Initiatives

Key Business Initiatives

1. Short-, Medium-, and Long-Term Priorities

Short Term:

Our immediate priority is to stabilise our businesses, protect liquidity, and strengthen our balance sheet.
In the short-term, we will focus on optimising and future-proofing our online journey, introducing multiple delivery options while at the same time investing in hygiene factors, including fraud and loss prevention, to further improve the digital experience.
Our focus is on retaining our existing, loyal customers and enticing them to spend more with us, while at the same time converting occasional shoppers into WRewards members who shop more frequently and acquiring new customers, with a focus on growing our black customer base.

FBH: One of our critical priorities remains increasing our share of the Fashion, Beauty and Home market by focusing on fixing and repositioning the business, while simultaneously driving future growth.
Building our Beauty business as a destination category and experience will continue to be a key focus.

�Food: We will keep innovating products and ranges that will continue to lead and inspire our customers, providing them with a curated offer of their desired food and cooking solutions. In addition, we continue to focus on how we deliver these inspiring solutions to our customers through easy and accessible convenience – be it in our stores, in their workplaces or homes, at recreational activities, events or online�

The accelerated adoption of e-commerce, along with resultant store closures, will have a significant impact on the South African real estate market. While we are currently well positioned regarding lease renewal periods, exposure in sought-after nodes, and favourable rental agreements, we will strive to be more considered and flexible in our real estate decisions by exiting unprofitable space and negotiating more favourable lease terms. We will also continue to improve our trading densities with better in-store catalogues and services, and will modernise our physical stores to deliver unique, in-store experiences.

�Medium- Long:

Our WFS digital roadmap remains a strategic focus as we future-fit our card offerings to make them more relevant to our customers and to Woolworths.
The existing trend towards wellbeing and comfort has accelerated in the current year as our customers’ lifestyles rapidly evolve, with more of them working remotely and increasingly valuing home nesting and comfort. We will respond to this by increasing our focus on active and lounge wear, with a longer term view of this being a key part of a wellbeing offer.

Key Business Initiatives

2. Key Projects (and how Mobiz can play a role)

Evolving our IT platform will provide flexibility and scale to support the delivery of innovative, cost-effective, and sustainable solutions.

Mobiz - Can provide agility and flexibility to the evolving IT platform. This includes marketing communications as well as operational communications.

We are investing in our supply chain and plan to enhance store replenishment and online fulfilment capabilities at lower cost with increased control and elimination of capacity risk, facilitating decreased transport costs and better delivery lead times. �
The implementation of world-class merchandise processes and systems will also improve availability of products and profitability in both FBH and Food.

POS upgrade

Key Business Initiatives

Key Performance Indicators (KPIs)

3. Customer Relationship Landscape

Customer Relationship Landscape

1 . Stakeholders & Target Profile Map

Name	Title	Responsibilities	Division/ Area	Reports to	Preferred Contact Method	Buying Role*	Relationship Owner at Mobiz	Current/Target
Thando Bangisa	Marketing Campaign				Email / WhatsApp		Liam/Jen?
Umna Adams	Head of Direct Marketing				Email/ Phone		Greg

Section 3: Customer Relationship Landscape

We included prompts in the first section for the point of contact, but if that POC is unknown – or if that existing point of contact may change – this section will help you narrow down the best person to be speaking with.

Additionally, as your relationship strengthens and grows with this account, it’s inevitable that more people from either side of the coin will become involved. Therefore, it’s important to map out all stakeholders and the development of that relationship over time.

(Ideal) Client Profile

[Identify which job title(s) you’re targeting, how many of those exist in the account you’re planning for, and what use they have for your product.]

Customer Interaction History

[Briefly summarize or list out bullets on your history with this account. This should include initial outreach attempts, project status, and lifecycle stage.]

Stakeholders

[List out the main stakeholders you have or expect to have involved in this relationship from both your and your account’s side. Each person represented should have his or her:�

* Buyer roles:

1. Buyers

a. Executive Buyer - Profit, growth, reputation, stakeholder value ("Bells & Whistles)

b. Financial Buyers - TCO/CFO - care about cost reductions

c. Technical Buyer - Detail oriented - makes decisions on products based on their functionality & fit

d. User Buyer - Usually become the Champions/Ambassadors, care about functionality, usability and time savings

2. Influencer - Technical Influencer; Financial Influencer

3. Champions - Advocate solution, super user, ambassador

Customer Relationship Landscape

2. Customer Interaction History:

Husbpot Link: https://app.hubspot.com/contacts/4451482/company/2543869215

ASANA Project: https://app.asana.com/0/1175134023042083/board

Section 3: Customer Relationship Landscape

We included prompts in the first section for the point of contact, but if that POC is unknown – or if that existing point of contact may change – this section will help you narrow down the best person to be speaking with.

Additionally, as your relationship strengthens and grows with this account, it’s inevitable that more people from either side of the coin will become involved. Therefore, it’s important to map out all stakeholders and the development of that relationship over time.

(Ideal) Client Profile

[Identify which job title(s) you’re targeting, how many of those exist in the account you’re planning for, and what use they have for your product.]

Customer Interaction History

[Briefly summarize or list out bullets on your history with this account. This should include initial outreach attempts, project status, and lifecycle stage.]

Stakeholders

[List out the main stakeholders you have or expect to have involved in this relationship from both your and your account’s side. Each person represented should have his or her:�

4. Customer Products and Revenue

Customer Products and Revenue

White Space Analysis

Division	SMS	Smart SMS	Email Marketing	CRM SMS (Y/N)	Agency Marketing (Y/N) (Partner angle)	Mobiz POC or contract
FBH		x	x		Yes	POC
Food			x
Financial (WFS)		x	x			POC

Customer Products and Revenue

2. Tech Landscape

Technical Case

Technical integrations & API’s
Data flow map

Where and how do we get customer data into Mobiz?
Where and how do we pass behavioural data to?

Costs
Resources
Timeframe

Customer Products and Revenue

Technology Map

Martech - ? lets pick what makes sense to understand- https://klintmarketing.com/marketing-tech-stacks/

5. Account Competitor Analysis

Account Competitor Analysis

Competitor Analysis

Competitor	SMS	Smart SMS	Email Marketing	CRM SMS	Orchestration	Agency Service?	Strength	Weakness	Notes

6. Buying Process and Selling Points

Buying Process and Selling Points

The Buyer’s Journey- Detail the process and timeline

Customer Buying Process eg:	Person Responsible at Client	Dept	Role	Lead time to complete
1. Proposal	Umna Adams	Direct Marketing	HOD
2. MSA	Umna Adams	Direct Marketing	HOD
3. Legal Review	Umaa Adams	Direct Marketing	HOD
4. Exec Review	Umaa Adams	Direct Marketing	HOD
5. Procurement Review	Umna Adams	Direct Marketing	HOD
6. Sign Off	Umna Adams	Direct Marketing	HOD

Buying Process and Selling Points

This section should outline how and why the account chose (or will presumptively choose) you to partner with. Consider where your account is with you at this stage and why it would need you.

The Buyer’s Journey

[For existing accounts, explain the process of the buyer’s journey – the timeline, the lifecycle stages, and where the account is now. For prospects, highlight a projected buyer’s journey and the timeline for how you’ll get the account from stranger to customer.]

Content & Channels

[Think about what information your buyers consume – specifically pertaining to your industry and your product – and where they might consume that information.]

Evaluation Criteria

[What factors does/did your account consider before purchasing, and do you fare in these categories, and what lessons did you learn about your performance in these categories for future sales?]

Key Decision Criteria

[What factors are the most important for the person or people you sold (or are selling) to? How did you (or how do you expect to) win with your performance in these criteria?]

Buying Process and Selling Points

2. Internal Procurement & Legal requirements for potential vendors

3. Customers POC process - can we circumvent points in 2. Above for a POC?

4. Content & Channels - information consumed - what and where pertaining to mobile/SMS marketing. Ie. MMA, LinkedIn groups, Bizcommunity etc.

5. Evaluation criteria - considerations for purchase

6. Key Decision Criteria

Buying Process and Selling Points

This section should outline how and why the account chose (or will presumptively choose) you to partner with. Consider where your account is with you at this stage and why it would need you.

The Buyer’s Journey

[For existing accounts, explain the process of the buyer’s journey – the timeline, the lifecycle stages, and where the account is now. For prospects, highlight a projected buyer’s journey and the timeline for how you’ll get the account from stranger to customer.]

Content & Channels

[Think about what information your buyers consume – specifically pertaining to your industry and your product – and where they might consume that information.]

Evaluation Criteria

[What factors does/did your account consider before purchasing, and do you fare in these categories, and what lessons did you learn about your performance in these categories for future sales?]

Key Decision Criteria

[What factors are the most important for the person or people you sold (or are selling) to? How did you (or how do you expect to) win with your performance in these criteria?]

Additionally, as your relationship strengthens and grows with this account, it’s inevitable that more people from either side of the coin will become involved. Therefore, it’s important to map out all stakeholders and the development of that relationship over time.

(Ideal) Client Profile

[Identify which job title(s) you’re targeting, how many of those exist in the account you’re planning for, and what use they have for your product.]

Customer Interaction History

[Briefly summarize or list out bullets on your history with this account. This should include initial outreach attempts, project status, and lifecycle stage.]

Stakeholders

[List out the main stakeholders you have or expect to have involved in this relationship from both your and your account’s side. Each person represented should have his or her:�

7. Relationship Goals and Strategy

Relationship Goals and Strategy

Current Relationship Status - Potential vendor. Currently in POC (6 months +)
Core Business Partners- i.e. Ozow/ Business internal IT/
Relationship Target-

Life Cycle stage - Customer - 60 days
Life Cycle stage - Evangelist - 90 days

8. Sales Opportunities, Targets, and Risks

Tech / Function

CRM / Customer data

Create / Design Tools

Execution Tools (Orchestration & Deploy)

Engagement platforms / tools

Analyse / BI