COMPANY BACKGROUND Industry? Size? Employee? Revenue?

1. Mike Burrows SECTION 1: WHO? EXECUTIVE PERSONA • Top US retailer • Hypermarket/Supermarket/Superstore • Revenue$31,000Million -$480,000 Million COMPANY BACKGROUND Industry? Size? Employee? Revenue? • Chief Information Officer (CIO) • B.S. in Engineering • Decision maker • Strategic direction and management of the technology and operations • Utilizes external IT agency to consult for product/technology PERSONAL BACKGROUND Job title Education Job roles: manager/entry/decision maker Who else was involved in the decision making Job functions DEMONGRAPHIC Marriage status Family: kids/no kids Hobbies: Skills/Knowledge • Married with teenagers • Loves the outdoors, wine, team sport (football) • Decisive • Leadership style is to listen and delegate.

2. TECHNICIAN PERSONA EXECUTIVE PERSONA Segment Target Retailer by SIC • Supermarket greater than 100,000 square feet • # of US Business in : 19 Hypermarket SIC 54110102 Supermarket SIC 54110105 • Supermarket between 55,000 to 65,000 square feet • # of US Business: 26 • Superstore between 55,000 to 65,000 square feet • # of US Business: 10 Superstore SCI 54110105

3. Mike Burrows SECTION 3: WHY? EXECUTIVE PERSONA • “I have two ears and one mouth, and I plan to use them proportionally.” • “Our objective is to provide a compelling guest experience. POS is merely a placeholder name for a guest experience project. When you hear POS, you think of the box itself — rather than what connects our guests to our associates in the most effective way.” (Member of the NRF CIO Council) • Reduce outsourcing to third party. • Strategic use of technology to make the supply chain more efficient and cut the lead time against other retailers. REAL QUOTES What are their concerns/issues? What do they complain about? What made them unhappy, dissatisfied? COMMON OBJECTIONS Why wouldn’t they buy your product? What do they comment about the vendor they did not use/choose? What do they say good about us/reason to choose us? • Tight budget • There are not enough number of companies using SMARTtill. • Price • Risky • Have other priorities

4. Mike Burrows SECTION 2: WHAT? EXECUTIVE PERSONA • Play a leadership role to support but not direct, to provide resources, to remove the roadblocks, and to give his staff the freedom to operate within a framework. • Provide excellent service to guests, create new ways to enhance the shopping experience, and help things run smoothly behind the scenes. GOALS What’s he/she responsible for? Primary goal at work? Personal goals? • Tight budget and resource that they have to use existing investment for innovation. • Data Security and Technology Governance. • Being a pioneer in technology is risky. • Serve up new ways to wow guests with exciting innovations in their stores and online. CHALLENGES Primary challenge? Secondary challenge? • Offer deferred payment structure to reduce their tight budget constraint, for example: pay half at installation, 25% at the 12 month mark, and the rest at the 18th month mark. • Create a semi-customized SMARTtill integration plan includes standard requirements for 3 major types of software in retail industry. Make it easy for customer to integrate. • Be resourceful: having both internal and external tools/suppliers/software/consultants ready and refer them to prospected company when an obstacle/roadblock presents during and after the purchasing cycle. • Provide customer success case stories to reduce their concerns of risk and early adapter fever. Let them know that we will use our experience of working with other SMARTtill customer to make their integration quicker, easier and more cost-effective. WHAT CAN WE DO To help our persona to achieve their goals? To help him overcome their challenges? How do they interact with vendors? How much time spend w/sales? In-person meeting? Phone? Email?

5. Mike Burrows SECTION 4: HOW? EXECUTIVE PERSONA MARKETING MESSAGING How should you describe your solution to your persona? ELEVATOR PITCH Sell your persona on your solution