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Franchise Manual
CASHBACKPOINT Ltd.
CBP For the exclusive use of registered Franchisees of CASHBACKPOINT Ltd. December 2012
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Contents
Introduction ................................................................................................. 2
PART 1 - Basics .............................................................................................. 4
The Core Message ..................................................................................... 4
USPs and Objectives ................................................................................... 7
Participating merchants and Client Card Issuers ................................. 8
Operations Overview ................................................................................ 9
PART 2 – Product Knowledge ................................................................... 11
The CASHBACKPOINT System ................................................................... 11
Revenue Breakdown................................................................................. 15
PART 3 – Practical Application of Strategy............................................. 16
Lead Generation ....................................................................................... 16
Following up on Leads .............................................................................. 21
Signing The Agreement ........................................................................... 22
Part 4 - Knowledge-Boost ......................................................................... 25
The Perspective ........................................................................................ 26
The Future of Consumer Spending ....................................................... 27
Nothing to Lose ......................................................................................... 27
The Postcode Dons ................................................................................... 29
PART 5 – Nuts and Bolts ............................................................................ 31
The Postcode Target................................................................................ 32
Introducer Jurisdictions .......................................................................... 32
Introducer Teams .................................................................................... 33
Operating Methods .................................................................................. 35
PART 6 – The Systems ................................................................................ 37
The IT Side of Lead Generation .............................................................. 38
Back Office ................................................................................................ 44
PART 7 - Miscellaneous ............................................................................. 48
Operational instructions ......................................................................... 48
Appendices ................................................................................................ 55
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Welcome to CASHBACKPOINT. We are delighted that you have chosen to
take interest in our business and that your curiosity has led you to seek
more information about the possibilities that exist for you as a Franchisee
within our organization. This document is intended to give you a detailed
overview of the fundamental concepts underlying CASHBACKPOINT and
provide you with all the information you need to build a vibrant and
profitable Franchise.
CASHBACKPOINT is a UK based merchant services company, specializing in
connecting the merchant terminal of our partner companies into the most
successful and effective cashback rewards network in the world.
Utilizing cutting edge card tracking technologies, CASHBACKPOINT is able to
track the purchases made by our client card issuers’ cardholders at the
business of the participating merchants and reward both the card issuer
and the cardholder with cash payments after each transaction. The results
are happy motivated cardholders and unique marketing systems for
merchants.
We can register almost any merchant, regardless of the type of terminal,
acquiring bank, merchant bank or size of merchant. We can include any
card issuer, whether their cards are MasterCard, Visa, Maestro or Diners
Club branded.
The opportunities which CASHBACKPOINT presents have not been seen
since the introduction of the credit card itself.
Recognizing the emergent influence of mobile technology, social media,
online innovations and a continuous trend towards a cashless electronic
transaction based economy; CASHBACKPOINT delivers a one stop
marketing solution to merchants, small and large, which combines current
technology trends with relevant economic consumer incentives.
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CASHBACKPOINT provides merchants with real-time connectivity to their
customer base via our proprietary online platform. Each transaction using
a CASHBACKPOINT ENABLED CARD at a participating merchant can be
automatically published through a series of partner sites in the form of a
promotion; a promotion viewed by thousands. The resultant effects are
on-going free marketing for merchants and you as a Franchisee being
able to earn from all transactions made in your territory by an organically
growing cardholder base.
These innovations make CASHBACKPOINT one of the most diversified
business opportunities in the world. We can benefit from all transactions
as opposed to specific goods or services. This allows both CASHBACKPOINT
the company and you as the Franchisee to benefit from all commercial
activity and transactions. We are not prone to trends, changes in taste,
technology innovations, legal risk or any other type of systemic risk
plaguing traditional business. We have created a concept that is fluid and
adaptable and the success of which depends only on the power of self-
interest.
CASHBACKPOINT unites consumers with merchants whilst creating a
platform for Franchisees to earn from every transaction at participating
retailers: from individuals they have never met, never need to meet, never
sold anything to or will ever sell anything to. This is the power of a concept
that will change the way we shop forever.
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PART 1 - BASICS
In the following sections we will begin building your understanding of the
CASHBACKPOINT concept (The Core Message), and follow by laying a solid
foundation of the elements that differentiate our business from all others
(USPs and Objectives), describe in greater detail the main players involved
in this dynamic market (Participating Merchants and Client Card Issuers)
and finally preview briefly what is in store for every new Franchisee
(Operations Overview).
THE CORE MESSAGE
CASHBACKPOINT provides various methods which consumers can use to
collect real time cashback rewards by shopping at participating merchants,
or purchasing specific brands. To merchants and brands we offer direct
access to millions of credit, debit and prepaid cardholders when they
simply add value to the network by providing an exclusive cashback offer.
To card issuers and strategic partners we offer unprecedented added
value propositions. And what's more, all parties may participate in this
economic revolution for free.
What we do: CASHBACKPOINT in 3 easy steps
1) Free advertising: Speak to cardholders
a. CASHBACKPOINT will promote the offers of our entire participating merchant
portfolio to the debit and credit and prepaid card holders of our partner issuers.
Merchants can be attracting customers instantly by creating a unique cashback
offer through their CASHBACKPOINT back office.
2) New Customers: Increase your visibility without risk
a. Why risk paying upfront for traditional advertising when there is no guarantee of a
result? CASHBACKPOINT specialise in delivering incremental sales on a no win no fee
basis. Paying only for results is something which every business owner can
understand.
3) Increase Turnover: Profitability
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a. Our proposition is in a league of its own in the market. If we don't make you more
money we don't get paid! This in essence distils the commitment that
CASHBACKPOINT has to the success of our partner merchants and our desire to
drive sales.
Why cashback: The superior incentive
1) Cashback vs. Discounts
a. Discounts can have the effect of cheapening a brand’s image. Cashback is viewed
completely differently than a discount. Consumers respond with excitement to
cashback offers which are perceived as a gift from a business when seen on their
statements, rather than a saving that is taken for granted and forgotten about.
Cashback adds value and does not diminish it.
2) Cashback vs. Point schemes
a. Point schemes do not drive or shift consumer behaviour effectively and most
certainly do not stimulate referrals. With an average redemption value of less than
1%, point schemes are designed to track existing behaviour, not modify it.
3) Cashback vs. Vouchers and Daily deals
a. The rise of daily deal websites as a marketing tool has been so swift that many
unsuspecting merchants have been driven to ruin by them. The promise of upfront
cash can be tempting; however when commissions to these sites run as high as 50%
of revenue on top of already discounted deals, the long term results can be very
damaging.
CASHBACKPOINT delivers what our partner brands, retailers and SMEs are after, namely:
1) National Retailers: The typical high street outlets
a. Measurable incremental sales
b. Increased basket size
c. Increased average transaction value
d. Increased frequency of consumer visits
e. Time-sensitive promotions
f. Product, range and brand-specific promotions
g. Real-time data analytics
2) Consumer Brands: Manufacturing labels
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a. National non-specific retailer offers
b. Full data and customer demographics
c. Ability to focus consumers on your brand
d. Tie promotions to social media referrals
e. Time-sensitive promotions
f. Zero upfront investment or integration with EPOS systems necessary
g. Access real-time data analytics across multiple retailers
3) SMEs: Local businesses
a. Set, edit and manage cashback promotions, all in real-time
b. Targeted promotions to specific demographics
c. Select higher cashback rates on quieter days
d. Incentivise first-time visitors and reward loyal customers
e. Incentivizing group buying behaviour
f. Increase customer interaction and loyalty directly with the merchant
g. Optimise and incentivise viral social media recommendations
CASHBACKPOINT delivers what our existing and prospective client issuers are after, namely:
1) Existing Card Issuers
a. CASHBACKPOINT opens up unique and very profitable revenue channels for credit,
debit and prepaid card issuers, as well as MasterCard and Visa programme
managers. Our mission is simply to drive incremental consumer traffic through
their cards by connecting them to our merchant network.
b. As a result of this desire we are actively seeking integration with card issuers who
wish to add unprecedented value to their own card offering. CASHBACKPOINT-
enabling their existing cards can offer a demonstrable reduction in attrition rates,
increased customer retention as well as an additional sales proposition and
differentiator in the marketplace.
c. If an issuer would like to provide cashback to their consumers at our ever-
expanding merchant network it is quick and easy to plug in their entire card base
and they can instantly enjoy additional revenue per cardholder.
d. We provide them with a comprehensive suite of APIs, enabling them to integrate
merchant listings, locations and live cashback rates directly into their existing
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website. If they are lacking the resources we can do the integration for them or
simply provide them with an external webpage with our partner Cashbackcard,
which their customers can visit.
e. In addition, branded iPhone and Android Apps can be provided freely to their
consumers which they can use to search cashback locations.
2) Potential Card Issuers
a. For charities, sporting clubs, membership organisations, corporations, and high
traffic cashback websites we can introduce partners who can provide them with
branded prepaid cards to offer their consumer base, as well as other unique
revenue generating tools including our powerful "Register any card" service. These
cards will naturally be part of the consumer base for all CASHBACKPOINT merchants
and revenue streams for Franchisees.
USPS AND OBJECTIVES
In order for a Franchisee to be able to convey and ‘sell’ the
CASHBACKPOINT concept to anyone, they must first themselves understand
the attributes which make our proposition so unique and powerful.
1) The next step in the evolution of marketing has resulted in a Unique Selling Proposition
(USP)to our partners that:
a. Redistributes our participating merchant’s cashback offer directly to their
customers instead of via a third party agency;
b. Eliminates the risk of investing in traditional marketing, as the only time our
participating merchants reward their customers is when they make a purchase;
c. Creates loyal customers because the consumers truly feel rewarded;
d. Develops a one-on-one real-time relationship between our participating merchants
and their customers using the latest technology in communications and person to
person interaction;
e. Delivers a reduction in the cost of new customer acquisition for our participating
merchants;
f. Connects our participating merchants to an organically growing base of consumers
who via CASHBACKPOINT become an extension of their marketing platform;
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g. Provides our participating merchants with another revenue source by growing their
own customer base.
2) The main objectives of CASHBACKPOINT are to:
b. Establish the largest portfolio in the world of participating merchants who offer
cashback benefits as a means to keep customers loyal and to attract new business;
a. Provide the highest amount of cashback online or offline, in more locations than
any other company internationally;
b. Make every one of our partners more successful in their respective industries by
positively impacting their turnover and market share;
c. Facilitate a more direct communication between consumers and businesses
d. Help businesses understand the needs of consumers better;
e. Educate the merchant on the advantages of CASHBACKPOINT with a view to creating
exclusivity;
f. As the CASHBACKPOINT network of merchants grows, bring more and more card
issuers and their cardholders into the network;
g. Promote local entrepreneurship and networking.
PARTICIPATING MERCHANTS AND CLIENT CARD
ISSUERS
The portfolio of participating merchants that CASHBACKPOINT manages
covers all industries across all geographies and has a mandate to
continually expand as the business grows. The organization is not solely
focused on global brands which is the hallmark of purely online based
cashback sites, but differentiates itself by providing brick and mortar
access to the same global brands, as well as access to uniquely diverse
and numerous portfolios of SMEs in each market where we are present.
The typical client issuers of CASHBACKPOINT are in the financial services
sector, primarily in the prepaid or debit card markets and connect to their
respective banking infrastructures. Since CASHBACKPOINT technology
relies on reconciling transactional information, the necessity of card
tracking is inherent. Our first clients, Cashbackcard and Blueberry Card
Services are ideally placed to aid us in our expansion.
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OPERATIONS OVERVIEW
1) Brief summary of the Franchise business
a. The CASHBACKPOINT Franchise was created to establish a robust portfolio of small
and medium sized enterprises within a given territory. Such a portfolio should cover
all industries and all sectors particularly those where significant portions of regular
expenditure are conducted on a daily basis by households. The underlying theme of
all the participating businesses is the desire to attract customers with the offer of
cashback rewards after every transaction. Initially Franchisees should target
merchants such as restaurants pubs, hairdressers and other high margin
businesses;
b. The portfolio is built by adhering to the CASHBACKPOINT System which has the
following basic steps:
i. Creating a database of local businesses through lead generation;
1. CASHBACKPOINT may provide leads to Franchisees from their
network of partner organizations should any be available in their
respective territories;
ii. Following up on leads and booking appointments;
iii. Bringing merchants into the portfolio from the database;
iv. Repeat steps i to iii.
c. Once the portfolio is established, the focus of the CASHBACKPOINT business shifts to
encouraging commercial activity within the given territory with the aid of special
strategies to be implemented by the Franchisee:
i. Intra-industry promotion
1. Promotion to a specific category of business
ii. Inter-industry promotion
1. Promotion for one type of business to engage another type
iii. Moving along the supply chain
1. Promotion to the supplier of a business
iv. Geography specific promotion
1. Promotion in a specific area
v. Calendar specific promotion
1. Time related promotion
2. Seasonal promotions
vi. Culture specific promotion
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1. Religious holidays
vii. Unique promotions
1. Sporting events
2. Concerts
3. Parties
4. New venues
2) Franchisee responsibilities
a. The Franchisee will have three main objectives:
i. First and foremost to continually increase the portfolio of businesses
within their territory which will be achieved directly or indirectly through a
sales force called Introducers registering each business into the
CASHBACKPOINT portfolio. The Franchisee shall create leads/appointments
or have leads/appointments provided him through various means and
make personal visits to the respective businesses in order to register them
into the CASHBACKPOINT portfolio;
ii. Secondly, to create, manage and foster a rewarding business relationship
with all participants within their portfolio. This includes regular in-store
visits, regular telephone follow-up calls and regular email communication;
iii. Lastly, promote entrepreneurialism and education about the
CASHBACKPOINT system.
3) What the Franchisor will provide
a. The Franchisee will have at their disposal all necessary marketing materials to
ensure they are able to fulfil the obligations set out within their agreement.
Specifically, the Franchisee shall at all points have access to a web-based system to
help conduct, monitor and manage the business and be able to:
i. Sign-up new merchants;
ii. Monitor all transactions;
iii. Manage all leads;
iv. Track all revenues.
4) Details of the existing Franchise network
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a. The existing CASHBACKPOINT Franchisee network is a multi-tier national structure.
Information is disseminated centrally and strategy is carried out locally. The tiers
are as follows:
i. CASHBACKPOINT management, which is responsible for national
coordination;
ii. The Regional Development Managers (RDMs) who control one of 10 specific
regions in the country;
iii. Franchisees who control specific postcodes within the regions;
iv. Introducer who perform a sales function and are managed by Franchisees
and Regional Development Managers to ensure that targets are met within
the specific postcode.
5) The franchisor's business philosophy
a. The philosophy of CASHBACKPOINT is centred on the concept of continuous
improvement and entrepreneurialism. We are a company which believes in the
benefit of giving back and contributing positively to our merchants, clients and
their cardholders. This perspective allows us to collectively redefine an entire
industry to the benefit of all concerned.
PART 2 – PRODUCT KNOWLEDGE
In the following sections we continue to build on the foundations and will
present in detail the product knowledge necessary for a Franchisee to
build the Business in a given area (The CASHBACKPOINT System) before we
provide practical examples to execute on the strategy in latter parts of the
Manual. Then we will proceed to describe what the revenue streams are
and how they are divided between the Franchisee and Franchisor (Revenue
Breakdown).
THE CASHBACKPOINT SYSTEM
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After the Franchisee has been adequately trained, the business can begin
within the postcode. The following will outline the CASHBACKPOINT multi-
phase system created to build the business in a professional and
consistent manner nationwide.
Before the Franchisee engages with any local merchants it is required that they familiarize
themselves with the offering. The following series of videos has been designed to act as a training
tool for all new Franchisees, as well as a sales tool to introduce the concept to prospective
merchants.
The videos can be viewed at our website https://www.CASHBACKPOINT.com/home/advertise.
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These 3 videos provide clarity on the main FAQs.
Video 1: Introduces the CASHBACKPOINT concept.
Video 2: Describes briefly how it works.
Video 3: Is the product training video for merchants and Franchisees.
The next for any Franchisee is to familiarize themselves with the back office and the necessary
documentation that is needed to register a merchant into the CASHBACKPOINT portfolio. These topics
will be covered in part 6 of this manual.
After the training is complete, the Franchisee will begin in a territory that has few or no registered
authorized merchants. The building of a territory should therefore start with working the
CASHBACKPOINT system:
1) The Franchisee (or Introducer) taking time to walk around the territory and visit as many
businesses or alternatively call as possible as quickly as possible to:
a. Familiarize the Franchisee with their territory;
b. Make initial contact with at least 300 businesses in their postcode as a start;
c. Create a database of the portfolio that he will work going forward;
d. Build instant rapport as a business professional.
It is a great first step in any postcode for the Franchisee, or their selected team, to walk from
business to business knocking on doors to introduce themselves and the concept very early on.
2) The Franchisee (or Introducer) going around or calling up local businesses to follow up on
the generated leads in order to:
i. Book an appointment and explain the CBP business:
1. Advertise for free;
2. Gain additional customers;
3. Increase profits.
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Once engaged with the merchant in a proper setting, the Franchisee should strive to explain the
CASHBACKPOINT concept in a concise manner. The goal of the entire registration process is to
explaining the benefits that each of these marketing tools can do for their business.
*Other additional option will be available to participating merchants as CASHBACKPOINT technologies
are developed throughout our business roll out. Merchants should only be made aware of currently
available setting and options within the CASHBACKPOINT back office. All additional developments will
be communicated to them centrally and it will be the task of the Franchisees to make sure that all
such developments are fully utilised and understood by the businesses within their portfolio.
3) Wherever possible CASHBACKPOINT will provide leads to Franchisees.
a. CASHBACKPOINT has in place relationships with organizations that represent
portfolios of SMEs across the UK;
b. It may be possible from time to time to provide direct access to this portfolio for our
local Franchisees;
c. As an organization our aim is to continually increase such relationships to be able to
supply quality databases of interested merchants to aid the growth of our national
portfolio.
Any time CASHBACKPOINT provide leads to Franchisees they will be made available through the back
office system. Due to the existing corporate relationship that enables CASHBACKPOINT to access such
sensitive and valuable information as a partner organization’s client database it is highlighted to
every Franchisee that absolute professionalism is to be maintained in all aspects of conduct with
these corporate portfolios.
4) The Franchisee should focus on after-registration services and benefits to the merchant to
demonstrate that our business provides additional benefits by:
a. Continuous free advertisement to thousands and thousands of cardholders via our
partner issuers, charities groups or associations;
b. Connection to viral social media advertising through which their business received
free and continually increasing exposure;
c. Smart offers that target specific demographics as opposed to a blanket offer;
d. One-stop marketing and advertising management tool for communication with
customers;
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e. Allowing for on-going customer relationship management via their back office;
f. Analytics to measure effectiveness of particular campaigns.
After-sales services will form a vital part of the CASHBACKPOINT Business and in time will become the
defining role of the Franchisees within their jurisdiction, surpassing merchant recruitment as the
main source of revenue. The relationship management aspect of the Franchisee role is a crucial
aspect of the CASHBACKPOINT strategy.
REVENUE BREAKDOWN
The Franchisee is entitled to all revenues generated within their territory.
All fees generated by CASHBACKPOINT enabled cards at participating
merchants are collected for the Franchisee by the Franchisor. After the
subtraction of the management fees, the Franchisee will receive the
balance of the revenues due. All fees are subject to change by
CASHBACKPOINT.
1) Gross monthly receipts
a. This comprises the total revenue generated by the Business in respect of services
provided within a particular month;
b. This amount does not include VAT, rebates or any discounts as specified in the
Franchisee agreement.
2) Management fees
a. The Franchisor acts as an agent to collect all of the revenue in respect of services
rendered by the Franchisee on a monthly basis;
b. After collecting the gross monthly receipts, the Franchisor will deduct the
management fee and send the balance to the Franchisee;
c. The breakdown of fees is as follows:
i. 33% Franchisee
ii. 33% Data Provider
iii. 33% CASHBACKPOINT
3) Customer Acquisition Fees
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a. Every time CASHBACKPOINT delivers a customer that makes a purchase at a
participating merchant, the Franchisee earns an agreed percentage of the
Customer Acquisition Fees charged by CASHBACKPOINT;
b. The Customer Acquisition Fees encompasses all of the free benefits provided to the
merchant that resulted in getting the customer through their door and culminates
in a single transaction when it is completed;
Customer Acquisition Fees vary from merchant to merchant depending on the frequency of
transactions made by CASHBACKPOINT enabled cards by cardholders of our client issuers. A schedule
of the transaction fees may be made available on the CASHBACKPOINT website and is subject to
changes from time to time. The relative share of the Customer Acquisition Fees to the Franchisee
however stays unchanged in any event and is not impacted by any consideration.
PART 3 – PRACTICAL APPLICATION OF
STRATEGY
This section addresses in depth the concepts discussed previously in the
section entitled Building Blocks, and ties them to relevant processes within
the CASHBACKPOINT Franchise building process. This section flows
chronologically from the first steps (Lead Generation) to chasing up
managing the new contacts (Following up on Leads) and finally closes on a
step-by-step guide for explaining the CASHBACKPOINT concept at a face-to-
face meeting (Sample 4 Step & Explaining the Merchant Agreement).
It is recommended that all Franchisees take extra attention and absorb all
the information contained within this section to gain a mastery of the
Business building process.
LEAD GENERATION
The main purpose of Lead Generation is to create a local business
portfolio which can be “worked” by the Franchisee with the aim to convert
all listed merchants to become CASHABCKPOINT businesses by setting up
appointments with the decision maker. There are several strategies that
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can be employed and the preferred methodology will be up to the
Franchisee to determine.
1) Pitch with a Video: Franchisee uses CASHBACKPOINT approved videos to convey concept to
prospective merchant.
Videos are available and the CASHBACKPOINT homepage
(https://www.cashbackpoint.com/home/advertise) and the back office of each merchant that
describes in detail all relevant topics.
It is suggested that the Franchisee use this method if they are not fully confident in their product
knowledge in the outset of their business building within their territory. The video always reflects the
latest available methods of promotion available to the merchant and nothing above and beyond the
contents of this video should be promoted or sold to businesses.
2) Pitch with a Script: Franchisee uses their personal and verbal skills to convey product
knowledge to the prospective merchant.
The Lead Generation pitch is broken down into 4 easy to follow steps:
1. Introduction
2. Take Control
3. Be direct
4. Close
Remember it is not what you say in a pitch that sells. It is what your prospect hears and then agrees
with that draws you closer to a successful conclusion.
It is important to never give too much information to the wrong person. Take control and remain
confident. Remember that most people are naturally wired to do what you tell them to do, if you
command them confidently, as if you have the authority in the situation.
Finally remember that all scripts are simply a guide. It is the structure of the 4 Steps that you should
focus on. They are a tried and tested system for successfully selling anything.
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This following will guide you through the process of a telephone and in-store pitch with a goal of
booking an appointment with the relevant decision maker.
Pitching over the telephone or in-store:
Firstly, qualify that you are speaking to the relevant decision maker:
“Hi this is [your name]. I’m calling from CASHBACKPOINT, the payment card loyalty programme. Can I
speak to the business owner please?”
Once on the phone with the qualified decision maker:
“Hi I am [your name] from CASHBACKPOINT, the UK payment card loyalty programme. I know you are
busy so I won’t be long. Can I ask:”
“Do you currently accept bank cards for payment?”
“Do you do offers and promotions occasionally?”
“Fantastic! For your information, there are over a million businesses in the UK which now accept VISA
MasterCard for payment and there are nearly 150 million debit and credit cards in circulation.”
“CASHBACKPOINT is charged with building the nation’s largest loyalty network and allowing consumers
to use their existing bank cards and mobile phones to get special offers all over the country.”
“As a CASHBACKPOINT merchant you will be able to market your business directly to all registered VISA
and MasterCard cardholders in the UK simply by providing an exclusive cashback offer.”
“Does that make sense? Great!”
“I have some appointments free next week in your area. Are you free on [Day1], [Day2]? What day
suits you best?”
“For your information, we will call you to confirm the appointment as there are very few places left so
we need to ensure you are there.”
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Confirm their name and make sure you have the correct spelling, as well as their telephone number
and email. Inform them that you will be sending them an email – which will be generated
automatically in the system – as a reminder of the call.
Armed with this information you can gather the remaining data from a browser to make sure you
enter their correct post code and other relevant data into the system to generate the lead from your
back office. The required steps on how to do this will be discussed later in the manual.
If there are questions about more information:
“As a matter of interest I presume you have your own credit or debit card? Great!”
“Well, I’m sure you can understand that consumers are becoming increasingly apathetic to multiple
discount cards, loyalty cards, points cards and daily deal websites? Everyone is being bombarded by
emails and advertisements every single day. In fact studies show we are all exposed to an average of
126 different adverts each day! It all gets a bit much doesn’t it?”
“It has become obvious in the payment card industry that consumers simply want to use their existing
bank cards and mobile phones to collect cashback rewards wherever they shop. No coupons or
vouchers, just simple rewards.”
“As a result, CASHBACKPOINT has become a market leader in delivering a solution in the UK. We offer
all merchants the opportunity to attract consumers with unique cashback offers that they can collect
with their existing registered bank cards. We believe that merchants who are engaged in the system
are going to see benefits very quickly. This will be great for you.”
Decision maker absent
In the event the decision make is absent the data of the merchant needs to be captured to create a
lead in the system to be followed up later.
Objection Handling
1. Don’t believe it’s free: All advertising is 100% free. CASHBACKPOINT champions cashback offers as a
customer acquisition tool. Should one of our bankcard holders respond to your add we simply ask
that you honour your promotional offering and give them the cashback rate you set when they come
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and actually purchase something from your store. Suppose we send out an offer of your choosing,
say 20% cashback on a day that you wanted to boost sales and we bring you a £100 of turnover. We
pass the cashback to the customer after we reserve 3% out of the 20% cashback to promote your
business. There are no upfront charges and you only award your customers on results.
2. I am paying 3%: The 3% reserve from your promotional offer goes towards funding the advertising
for your business. It is split between three parties. Paying the banks to list you on their site, paying to
advertise you locally and paying to advertise CASHBACKPOINT nationally – which increases your future
customer base. Remember, if we don’t send you any customer you don’t pay anything at all.
3. I don’t do offers: I totally understand your position and we have come across a lot of business
owners who feel the same way. In our experience we have found that a lot of merchants have been
burnt by being misinformed about certain types of promotions and primarily they don’t like to pay for
something that isn’t guaranteed. These are the problems that CASHBACKPOINT has set out to remedy.
Why would anyone pay for advertising when there is risk in the investment not having a return? With
CASHBACKPOINT the advertising is free and more importantly 100% transparent. If you can also
appreciate, the cashback award is also ending up in your customer’s pocket where it matters.
4. How many cardholders do you have: CASHBACKPOINT has zero cardholders. We are not in the
business of gathering members. We contract with top tier banks, groups, organizations, sports clubs
who have millions of cardholders. It is to these consumers that you will be speaking to through
CASHBACKPOINT. We capture your business details and make sure that everyone hears what you
have to offer. All the advertising is for free, until one of these consumers actually buys something
from you. As you can imagine there will be no shortage of people in your audience.
5. Sounds complicated: Actually it is the simplest scheme to implement. All you need to do is decide to
participate and all the magic happens on our end. There will be no change to any of your terminals or
current set up or any terminal charges at all. Your staff requires no training whatsoever. The
customers we send you will be using regular bank cards to pay and will be driven to your business
based on incentives you decide. You can set any cashback rate you like through your back office or
call your local Merchant Acquisition Specialist to help you design your own deals. Easy!
6. I am already running a 20% off promotion or 241 deals in my shop: Perfect! Who is it that sees your
offer in the shop window? - Only the people that walk by on the street. Let us help you communicate
this promotion to all of the consumers in our partner networks in your area. (Make sure to address
the issue of preventing double cashback and upselling via the use of minimum spend function.)
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FOLLOWING UP ON LEADS
As the Franchisee is in the process of generating leads he will be able to
log into the back office via www.CASHBACKPOINT.com and manage his local
business portfolio.
The Franchisee should contact all those merchants that they were able to
book appointments with on the morning of their appointment to confirm
the meeting time and place.
The following is an example script that you may use to follow up with leads and confirming bookings
with prospective merchants in your territory.
Firstly, qualify that you are speaking to the relevant decision maker:
“Hi this is [your name]. I’m calling from CASHBACKPOINT, the payment card loyalty programme to
follow up on our recent in-store visit with you. I know you are busy so I won’t be long. I just need to
have a word with the [Business Owner or Manager’s name in the system]. Could you please put me
through?”
Once on the phone with the qualified decision maker:
“Hi this is [your name]. I’m calling from CASHBACKPOINT, the payment card loyalty programme to
follow up on our recent in-store visit with you on [date the data entry was created in the system]. I
know you are busy so I won’t be long. I am just calling to inform you that during our in-store visit our
local representative confirmed that eligible to be a part of 100 exclusive businesses in [their post
code] to be included in our nationwide scheme to be advertised free of charge to the registered
cardholders of all top tier bank VISA and MasterCards in your area.”
“The scheme is set up to provide the ability of quality business to advertise any offer sale or
promotion that they ordinarily do to our national bank of cardholders with a view to boost turnover
across the country for local merchants. For your guide the advertising is absolutely free of charge.”
“Would it be possible to arrange an appointment with you and send over our representative for your
post code in charge of managing the portfolio and have them explain how you can still reserve one of
the last remaining spots and get you set up with CASHBACKPOINT?”
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“When would be a good time for you? I am free on [date x] and [date y].”
Confirm their name and make sure you have the correct spelling, as well as their telephone number
and email.
Inform them that you will be sending them an email – which will be generated automatically in the
system – as a reminder of the call.
Armed with this information you can gather the remaining data from a browser to make sure you
enter their correct post code and other relevant data into the system to generate the lead from your
back office. The required steps on how to do this will be discussed later in the manual.
SIGNING THE AGREEMENT
The merchant registration process is considered to be completed once the
merchant has signed the CASHBACKPOINT agreement in the back office via
Echosign or physically in store.
Naturally there is always a hesitation by any individual to sign any
document whatsoever and therefore the Franchisees should take great
care and place particular emphasis on this final step.
The best way to eliminate any concerns the merchant may have about the
document is to walk through each of the sections, summarising the content
in order to make him more comfortable and to deliver the gist of the
agreement in as concise a manner as possible.
The confidence and the fluidity of the explanation by the Franchisee to the
merchant of this document will go a long way to ensure a speedy
conclusion to the registration process. The following will help prepare the
Franchisee to deliver the summary. All documents mentioned in this manual
are available for download through the Franchisee’s back office.
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Title: Merchant Registration Offline Signup
1) Header: OPTION 1 – Premier Package
a. Step 1
i. Card type
ii. Card number, date and security numbers
iii. Name on card
iv. Sign
v. Date
b. Step 2
i. 1st
visit rate
ii. Minimum spend
iii. Deal count
iv. Weekly rates
c. Step 3 to 5 on following pages
2) Header: OPTION 2 – Quick Start
a. Step 1
i. How many customers
b. Step 2
i. Rate
ii. Fee
iii. Cashback to customers
c. Step 3
i. Minimum spend
ii. Step 4 to 6 on following pages
3) Header: Business Details
a. Area
i. Two digit post code
b. CBP ID Code:
i. Your personal CBP ID number
c. Merchant Application Number
i. This filed will be already populated with a standard form number
ii. Simply write the CBP ID the merchant was assigned when you generated
their lead to the left of the standard form number
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iii. The merchant application number is to be found in column one in your
leads data base in your back office
4) Section 1: Main User – These details are never displayed publically
a. Title
i. Select one from the possible Mr, Miss, Ms, Mrs
b. First Name
i. John from the name John Smith
c. Surname
i. Smith from the name John Smith
d. Contact telephone number
i. Personal contact number for John Smith
e. Relationship to business
i. What position of authority does John Smith have at this business and is he
in a position to enter into an agreement with CASHBACKPOINT?
f. Contact email
i. The personal email of John Smith
5) Section 2 & 3: merchant details and terminal tracking details:
a. Merchant trading name
i. The customer-facing name of the business
b. Merchant legal name
i. What name the company is registered under
c. Estimated merchant terminal turnover
i. How much is transacted through the merchant terminal on a monthly basis
d. Type of business
i. e.g. barber, butcher or baker
e. Merchant Address
i. Line 1 & 2
ii. County
iii. Postcode
f. Website
g. Public telephone
h. Public email
i. Tick the box if a chain or franchise
i. If the merchant is part of a chain or franchise then mark this box
ii. Name the specific franchise
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iii. Indicate the number of outlets
j. Tick if merchant has a contactless terminal
k. Merchant ID (MID) box - this is usually printed on merchant terminal receipts:
i. Record the MID
ii. Indicate the terminal provider (e.g. Barclays Merchant Services, HSBC etc.)
l. Record the Terminal IDs (TIDs) for each terminal - these are usually printed on
merchant terminal receipts:
i. If necessary use Section 8 for extra space for additional numbers.
6) Section 4: Direct Debit instructions
a. Name(s) of Account Holder(s)
i. The signatory or person authorized to sign off on the Direct Debit
ii. If it is a joint account then both signatures are required
iii. If it is a business account put in the company name
b. Bank or Building Society Account Number
c. Bank Sort Code
d. Name of your Bank or Building Society
e. Account Holder(s) Signature(s)
f. Date
i. Date of signature
7) Section 6: Merchant Checklist
a. Review the bullet points and tick them off one by one.
PART 4 - KNOWLEDGE-BOOST
The following will serve to expand on the product knowledge necessary for
the Franchisee. This section explains in considerable detail some of the
main points of the merchant registration process with respect to the mind-
set to adopt (The Perspective) and is design to provide a deeper
understanding of the current market trends and appropriate business
strategies to adopt in such circumstances (The Future of Consumer
Spending & Nothing to Lose) and concludes with providing the vision that
CASHBACKPOINT wishes each Franchisee to realise is possible (The
Postcode Dons).
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THE PERSPECTIVE
1) CASHBACKPOINT gives the merchant the option to participate in giving cashback incentives to
his customers after every transaction :
a. This is a registration process, not a sales process:
i. Ensures the merchant does not feel like he is being pitched;
ii. It is a different communication dynamic;
iii. The CASHBACKPOINT Franchisee takes on the role of business consultant
and marketing/technology specialist there to help.
b. Costs the merchant absolutely nothing if there are no results;
c. Helps to generate loyalty and goodwill for the merchant’s business.
Please also avoid talking to the merchant about Cashbackcard base rates. This will lead to the
confusion of the merchant who will not be able to make a distinction about the two businesses. The
Franchisee should understand that Cashbackcard cardholders receive a minimum base rate after
every purchase. However, this base rate does not come from the merchant; it comes from the
banking system and is returned to customers in order to help promote Cashbackcard and the
relevant merchant. It has nothing to do with CASHBACKPOINT and hence should not be mentioned.
“Every time a shop (merchant) accepts a credit card for payment the
merchant pays a transaction fee. This fee is anywhere ranging from 1.5%
to 2.5% of the total sale value. Of this fee approximately 1/3 is retained by
Mastercard, 1/3 is retained by the issuing bank of the card, and 1/3 by the
processing company.”
This base rate is totally separate to CASHBACKPOINT, which can advertise whatever cashback rate the
business chooses offer to all cardholders in order to attract more business. This cashback comes
from the merchant and not from the banking system as described above. Franchisees should not get
into the explanation of the benefits of the base rate with the merchant to sell CASHBACKPOINT as it is
not an incentive that CASHBACKPOINT provides.
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THE FUTURE OF CONSUMER SPENDING
1) The future trend for the transactions landscape is towards a cashless society. Currently
card transactions in the UK comprise 60% versus 40% cash. Electronic transactions are
continually growing:
a. Demonstrates the importance that card transactions play in his business;
b. Shows that card transactions will play an increasingly bigger role:
With over 30 million prepaid cards already in use throughout the UK, there
is a massive market for this method of payment, especially in light of the
credit crunch with many people struggling to obtain credit and thus credit
cards. Because it is backed by MasterCard, there is also the future ability
to improve credit ratings through regular usage of the card in conjunction
with external companies.
“U.S. consumers are projected to spend over $50,000,000,000 in 2015 at
retail locations using gift, travel, and everyday prepaid cards. Globally,
that consumer spend estimate is almost $100,000,000,000. And prepaid card
usage is also growing in corporate gift and incentive, payroll, and
healthcare segments. In fact, the projected total amount spent using
closed loop prepaid cards is expected to top $562,000,000,000 globally in
2015.” [Source: MasterCard]
NOTHING TO LOSE
1) All upside & no downside: we can help the merchant tap into a massive pool of consumers
who are eager to actively seek out the best offers in the market and will reward merchants
willing to value their regular custom:
a. This is achieved by simply registering their merchant terminal:
i. Franchisee to take a picture of a sample receipt from their till;
ii. Franchisee to make sure that the Terminal ID (TID) and Merchant ID (MID)
are visible on the bill.
b. No change to merchant’s current infrastructure is required;
c. No additional training for merchant’s staff is needed;
d. All the work happens at CBP - no changes are needed by the merchant.
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Because no changes whatsoever are made to the merchant terminal and no staff training is needed,
there should be very little resistance by a merchant to participate in the CBP scheme.
The Franchisee can simply hand over their own Cashbackcard to the merchant or any registered VISA
or MasterCard and demonstrate that we work with any regular bank card, requiring no special
attention; all of the complicated processes happen at CBP’s end. If possible, the Franchisee can make
a token purchase which can be put through the terminal of the merchant and consequently fed
through the system.
The Franchisee can demonstrate how this or any other transaction is displayed within his back office
and also on a social media page e.g. Facebook. This will demonstrate to the merchant that the whole
system is automatic and there are genuinely no changes required on his part.
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THE POSTCODE DONS
1) As mentioned previously, once the portfolio is established the focus of the CASHBACKPOINT
business shifts to encouraging commercial activity within the given territory with the aid of
special strategies to be implemented by the Franchisee:
a. Intra-industry promotion
i. Special deals at restaurants
b. Inter-industry promotion
i. Discounts for kitchen renovations by builders merchants for restaurants;
ii. Special deal for marketing materials from printing company for an event’s
organizers.
c. Moving along the supply chain
i. Special deal on alcohol by wholesaler to clubs and pubs;
ii. Special deal on meat by butcher to restaurants.
d. Geography specific promotion
i. Special deal on the high street
e. Calendar specific promotion
i. 2 week sale
ii. Summer deal
f. Culture specific promotion
i. Christmas deal
g. Unique promotions
i. Watch the rugby game at our pub and get a deal;
ii. Go to our concert and get a deal;
iii. Come to our event and get a deal;
iv. Come to our launch party and get a deal.
It is absolutely essential that each Franchisee realises the full potential that CASHBACKPOINT
provides them. There is such a unique combination of informational channels which come together
and are at the disposal of the Franchisee that a truly distinctive opportunity is presented.
Franchisees stand at the crossroads of an informational superhighway. Through CASHBACKPOINT
they can develop an intimate connection with local businesses; through Cashbackcard and a
multitude of other partner issuers featured in our promotional materials that they are connected
with consumers.
It will be down to the ingenuity and creativity of each Franchisee to put this information to best use
within their postcode. This is why it is very important that Franchisees come to the realization very
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early and take it upon themselves to put into practice these techniques to increase commercial
activity in their territory.
1) Example 1: By way of example let us explore a few possibilities that can be achieved if the
creative mind is applied to the availability of information and resources within
CASHBACKPOINT. If the Franchisee begins by building a portfolio within his postcode, and is
successful in registering, for example, thirty restaurants in the given month then the
following would constitute an inter-industry promotion. Just by glancing at the calendar a
Franchisee can see that a holiday is coming up. Let us assume Valentine’s Day for example.
If such an event is on the horizon the Franchisee can approach a florist within his
jurisdiction and offer to create a special deal from the florist to all the participating
restaurants. This deal would gain him a new florist to the portfolio of businesses. In
addition he could recommend to the restaurants to advertise a special Valentine’s Day
dinner with a free flower for all couples.
2) Example 2: Another example of the informational advantage can be demonstrated by using
the end of week Instant Deal revenues sold by CASHBACKPOINT on behalf of the
participating merchants. This accumulated purchasing power generates economies of
scale and can be used as a clever bargaining chip to move along the supply chain. If there
are some pubs and clubs within the postcode of the Franchisee who had special deals sold
during that month, the Franchisee could solicit a wholesale low cost drinks store to offer a
deal on various drinks to those pubs and clubs. Using a strategy the Franchisee can gain a
new addition to his local portfolio and create a very satisfied group of merchants who see
that he is truly representing their interest.
As demonstrated the Franchisee has the ability to move within the businesses of a particular
industry, move cross industry, or even along the supply chain to stimulate commercial activity within
his territory.
In essence there is no limitation to how the available information can be used by the CASHBACKPOINT
Franchisee to the benefit of local businesses, consumers and the Franchisees themselves. The
Franchisee can create an economy within an economy where money is constantly recycled.
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If CASHBACKPOINT created a WIN-WIN-WiN situation, the question begs to be asked: Who loses? The
merchants that are not a part of the portfolio lose, as we siphon turnover away from their shops
and channel it to our partners.
All of the above information is a necessary part of the Franchisee’s repertoire. Not all of this
information is necessary to conclude a registration process for a new merchant. It is however
necessary for a Franchisee to be aware of all this information in the event that they encounter a
very inquisitive business person who would like to know the ins and outs of CASHBACKPOINT.
When considering the practical application of knowledge it is a useful tool to adjust our perspective
to that of our target audience and tailor it such a way that encompasses the understanding of what
that audience truly needs. Therefore, it requires some mental agility to understand, that it is the
task of the Franchisees to get in the mind of the merchant what his customers actually want, need
and desire and why that is good for him to provide his customers what they are asking for.
PART 5 – NUTS AND BOLTS
Our focus now will shift to relevant business benchmarks that the
Franchisee needs to reach (The Postcode Target) and the boundaries
under which the Franchise can be built and revenue earned (Introducer
Jurisdictions) followed by the exact tools necessary to accomplish the
objectives outlined herein(Operating Methods).
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THE POSTCODE TARGET
It is the responsibility of the Franchisee to ensure that his postcode is
growing according to the terms agreed with CASHBACKPOINT. The minimum
growth schedule in every postcode is:
1) 1 business every 3rd
day, or 10 businesses per month for 12 months;
2) 10 businesses per month, i.e. 120 per year thereafter:
a. This means that the minimum sign up of businesses within the initial year of the
Franchisee’s tenure in the postcode is 10 businesses a month. It does not matter how
these registrations are spread out within the given month as long as the minimum
threshold of 10 businesses is met;
b. The successful registration of the business means that the Franchisee has set up at
least one offer required by CASHBACKPOINT to adequately advertise the merchant’s
goods or services and has set up the method of payment collection and has
secured the signature of the merchant for the CASHBACKPOINT agreement. To
summarize the requirement for a business to be a part of the scheme is:
i. Cashback offer
ii. Signed agreement
iii. Payment collection
It is the duty of the Franchisee to refresh the offers of every merchant with reasonable frequency to
ensure that there is a steady supply of unique deals for cardholders within his jurisdiction. In the
event that the merchant wishes to discontinue offers for a prolonged period of time - exceeding one
month - the Franchisee may wish to document his attempt to solicit a fresh offer from the merchant,
as well as the merchant’s reason for discontinuing an offer.
INTRODUCER JURISDICTIONS
Given the multi-tier management structure of CASHBACKPOINT it is
necessary to draw out the boundaries that exist between territories where
business registration may be made by multiple elements:
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1) All merchant registrations are to be done by Introducers
a. Franchisees, RDMs or any other CASHBACKPOINT appointed authorized persons are
simultaneously classified as Introducers as well;
b. Introducers are individuals trained according to the CASHBACKPOINT system and
are the only authorized people to register merchants into the portfolio;
c. All sales everywhere by anyone generate commission payable by CASHBACKPOINT
directly to every Introducer’s commission account.
2) Franchisees who are performing merchant registrations in their own postcode:
a. When a Franchisee registers a merchant they are acting as a Introducer and hence
are entitled to the Introducer’s commissions paid to their commission account;
b. In the event that they are performing a sale in their own postcode they receive an
additional override paid to their Franchisee account:
3) Franchisees who are performing merchant registrations outside their own postcode:
a. When a Franchisee registers a merchant they are entitled to the Introducer’s
commissions in any postcode;
b. In the event that they are performing a sale outside their own postcode the local
Franchisee receives the additional override;
c. Anyone registering a merchant in the Franchisee’s territory will generate an
override to the Franchisee without exception:
4) Running ‘cross border’ Introducer Teams
a. The Regional Development Managers and Franchisees also have the ability to build
Introducer teams that operate beyond their region to perform the task of
registering businesses;
b. This is necessary as not everyone is an expert at managing Introducers and some
Franchisees may wish to allow another Franchisee or RDM - who happens to have a
very capable Introducer Team - to enter their postcode. This would occur if the
destination postcode needs some assistance in merchant registration;
INTRODUCER TEAMS
The establishment of Introducer Teams may be necessary in areas where
the Franchisee would like to expedite the business building process and to
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complete the year’s target quickly. In addition, CASHBACKPOINT will also use
Introducer Teams nationwide to maintain a consistent geographic
coverage of registered merchants by utilizing Introducers in areas not yet
taken up by Franchisees. The following is the standard arrangement for
an Introducer.
1) All Introducers must comply to the CASHBACKPOINT system in order to become a qualified
member of the organization. The following outlines the steps needed to achieve this:
a. Introduction Videos: Watch the videos on www.CASHBACKPOINT.com/introducers
b. Fill in the mandatory fields in the form below the video to submit application
c. Receive a follow-up email from one of our Regional Development Managers (RDMs) –
check junk mail as some mail servers may filter the message
d. The email will provide a link where they can watch the 2nd series of tutorial videos
on how to start building their business
e. Complete the required quota of local businesses leads as per the training video
f. Email their RDM to notify him that they have completed their quota and are ready to
progress to the next step
g. Receive their CBP username, password and ID and directed to log in to their CBP
back office
h. Attend the weekday morning training calls as per the letter from their RDM. The
training schedule is:
i. Monday and Wednesday module 1
ii. Tuesday and Thursday module 2
iii. Friday open forum Q&A
i. Book their appointments for local businesses as per their training
j. Attend appointment and register merchants
2) Stipulations for Introducers:
a. The leads generated will have to be quality leads:
i. Business owner’s name
ii. Email
iii. Phone number
3) How to build Introducer teams
a. A documentation package exists within the back office of all Franchisees for the
specific purpose of teaching Franchisees how to go about recruiting, interviewing
and bringing on-board applicants;
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b. The subsequent training of new recruits is a semi-automated process that relies
heavily on providing educational materials for the applicants to read and getting
them to watch specific training videos online as described in the documents.
OPERATING METHODS
A list of what is required in the business should be set out and should
include:
1) Equipment
a. All Franchisees are required to have a laptop or tablet computer on which they can
show the marketing videos of the CASHBACKPOINT business as well as the
CASHBACKPOINT homepage and back office if necessary;
b. It is also necessary for the Franchisee to have a specific telephone number for the
merchants in his portfolio can reach him within business hours for all
CASHBACKPOINT related inquiries:
i. Additional equipment necessary for the Franchisee to possess is a digital
camera or smart phone with built in camera with which reasonably good
quality pictures can be taken:
1. Take the picture of the merchant terminal receipts(s):
a. One receipt per terminal, making sure the Terminal ID
(TID) number and Merchant ID (MID) are visible;
b. Picture of the business to be displayed on our mobile
applications.
c. Lastly, it is necessary for the Franchisee to have an internet connection on either
the smart phone, tablet computer or laptop in order to:
i. Register the merchant;
ii. Demonstrate the CASHBACKPOINT back office.
2) How the equipment is to be operated
a. All equipment designated by the Franchisee for the purposes of building the
CASHBACKPOINT portfolio must be operated exclusively as a business computer;
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b. All personal contents within the computer must not be displayed at any time during
any presentations, demonstrations or communications with CASHBACKPOINT
merchants.
3) Equipment problems
a. The Franchisee is responsible for maintaining all equipment in good working order
and must ensure that there is an availability of backup equipment in case of the
malfunction so there is no disruption to the business continuity;
b. The Franchisee is also responsible for all the data and CASHBACKPOINT related
materials that are stored on said equipment and must ensure the safety of all
information at all times;
c. CASHBACKPOINT assumes no responsibility for any of the problems of the
equipment used to carry out the Franchisee’s business.
4) Stock requirements
a. The Franchisee has to ensure that they have a reasonable amount of stock level of
Marketing Materials as to prevent a situation where they cannot supply a merchant
immediately.
5) IT requirements (hardware and software)
a. All equipment operated by the Franchisee must be able to perform the required
functions that are necessary to carry out their duties and obligations listed herein;
b. All computer software must be licensed for the Franchisee’s commercial use.
6) Vehicle requirements
a. Franchisees do not require to have a motor vehicle, however they must have
access to transportation which gives them access to the merchants in their
portfolio;
b. Should the Franchisee have a substantial number of merchants in his portfolio
located in geographically distant places in relation to the Franchisee it may be
prudent for that Franchisee to arrange for a form of transportation to ensure that
regular visits will be maintained.
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PART 6 – THE SYSTEMS
It is necessary to review the technical side of the Franchisee’s business,
and specifically the online based back office tools provided by
CASHBACKPOINT to manage the on-going Franchise on a daily basis in great
detail. This section will be continually expanded as new features and
functionality are released to merchants and Franchisees. Initially we will
cover the technical side of generating a lead (IT Side of Lead Generation
and Management) and how to manage leads and client merchant accounts
(Back Office).
As it stands, the current focus is on the lead creation aspect of the online
portal and the steps necessary to complete and manage the lead listings.
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THE IT S IDE OF LEAD GENERATION
Every Franchisee has access to the proprietary CASHBACKPOINT back
office system presented below.
1) Systems security
a. It is expressly stated that everyone is responsible for keeping their password
secure at all times. CASHBACKPOINT assumes no responsibility for unauthorized
access to systems owing to the fault or negligence of persons external to
CASHBACKPOINT.
2) Recommended PC requirements
a. The vast majority of personal computers in the marketplace will have the below
described minimum requirements to run an internet browser such as Internet
Explorer, or the most current version of the browser, necessary to access the
online CASHBACKPOINT platform;
b. Computer/Processor: Computer with a 233MHz processor or higher;
c. Operating System: e.g. Windows, Safari;
d. Memory: 128MB
e. Drive: CD-ROM is not required as CASHBACKPOINT back office is web-based and
does not require installation from a disc;
f. Display: Super VGA (800 x 600) or a higher resolution monitor with 256 colors;
g. Peripherals: Modem or internet connection, mouse or compatible pointing device.
If you can get online with a participating merchant’s in-store PC and open up a web browser then the
minimum requirements test has been confirmed by practical application and our online services can
be accessed by the partner.
3) Browsing and logging on
a. The most popular web browsers in descending order are Mozilla Firefox, Internet
Explorer (although PCs will have this installed as a default), Google Chrome, Safari
and Opera. These should be the icons you look for on any PC to start your web
browsing;
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b. When you first open the web browser it will automatically load a homepage, usually
that of the browser's manufacturer, e.g. Internet Explorer will load the MSN
homepage. Most people change the default homepage setting to something they
are more interested in like weather reports, stock exchange info or their favourite
search engine.
c. It is your goal to insert CASHBACKPOINT into their bookmarks for easy access in the
future. There are two main ways of accessing your Favourites in Internet Explorer:
i. Using the Favourites pull down menu;
ii. Using the Favourites button.
d. The Favourites button toggles on and off. When it is on, it permanently displays
your Favourites list alongside the left of the browser window, as well as providing
options to add to, and organise your Favourites list.
4) To add a Favourite to your personal Favourites in Internet Explorer:
a. Visit the web site whilst connected to the Internet;
b. Select the Favourites pull down menu or press the Favourites button;
c. Choose Add To Favourites;
d. A dialog box appears asking you to choose which Favourites folder to add the URL to
(or to create a new folder);
e. Select the appropriate folder and press OK;
f. The URL that is in your Address Panel is added to your Favourites;
g. If there are a lot of Favourites it is recommended you move the newly added
Favourite to a higher position on the list by ‘dragging’ it with the cursor/mouse.
5) To return to a previously-bookmarked Favourite:
a. Select Favourites from the pull-down menu or press the Favourites button;
b. Navigate to the particular web site title that you wish to visit;
c. Click on the web site title;
d. Internet Explorer now attempts to retrieve that web site for you.
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6) Navigating to the CASHBACKPOINT site
a. The address or URL of the current page you are on appears in the address bar
below the toolbar. You can click in here at any time and overwrite this address with
another i.e. www.CASHBACKPOINT.com. Leave the "http://" as it is not required to be
typed at the start of the URL, it indicates that the browser is to use hypertext
transfer protocol to request the web page. URL stands for Uniform Resource
Locator. In non-technical terms you can think of it as simply the address of a web
page;
b. This command will instruct your browser to take you to CASHBACKPOINT home page
where you can demonstrate the process of logging in. After you type
www.cashbackpoint.com in your browser's address bar, you will be taken to the
CASHBACKPOINT home page;
c. Fill in your username and password and click on the Login button:
i. Your username is: [email protected]
ii. Your password is: firstname01lastname
1. You can change your password at any time in your back office
(recommended after first log in)
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iii. Merchant’s username: the email you registered them with
iv. Merchant’s password: firstname01lastname by default
v. If they have come through an invite link in an automatically generated
email then they can set their own password (detailed below)
1. Merchant can change their password at any time in your back
office (recommended after first log in)
7) A lead email can be created either by you or by the merchant with whom you left a
CASHBACKPOINT flyer which prompts them to go to www.cashbackpoint.com and to
register themselves. In the instance that you generate the email you come to the following
page where you are prompted to fill in some information:
a. Within the User Details field:
i. Select Title from the drop down box
ii. Enter in the respective fields:
1. First name
2. Last name
3. Contact Email address
4. Contact telephone number
5. CBP ID (from the back of the flyer that you handed the merchant)
b. Within the Business Details field:
i. Business name
ii. Postcode
c. Click Submit to send email:
i. You will be cc’d on the email sent to the merchant
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8) The next screen that appears will confirm your lead generation email has been sent
successfully:
9) After the lead generation process, the merchant will receive an email similar to this:
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10) The link within the email will direct the merchant to the CASHBACKPOINT page shown below:
a. The merchant can confirm that the data is correct and add in additional fields;
b. The merchant can set their password here;
c. The merchant can also select desired contact time for us to get in touch.
11) Clicking the submit button at the bottom of the screen produces the following screen:
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a. Confirming that a merchant acquisition specialist will be in touch;
b. Merchant can download additional documentation if they wish.
12) The cover page of the downloadable PDF is attached in the Appendices.
BACK OFFICE
This section will detail how to manage leads and client accounts from a
central ‘Dashboard’ for Franchisees (Points 1 to 4) as well as review the
merchant’s perspective of the system (Points 5 to 11).
Training for the use of the back office is provided by CASHBACKPOINT
through online webinars and are done on an appointment basis. The
following serves as a quick guide to outline the basics of the system.
The Franchisee View
1) The Basic Set-Up for all Franchisees:
a. After logging in, Franchisees are taken to the main back office page called the
Dashboard as shown below. The default view for you is the Franchisee view as seen
in the top right corner of the screen under the drop down box entitled: Change
Account;
b. This view displays several icons all of which give an overview of what is going on in
the Franchisee’s postcode.
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2) The icons displayed are links to sub-pages within the back office and provide the ability to
manage the Franchisees business:
a. Businesses icon displays the merchants who have clicked on the link within the lead
generation email and have their accounts updated with business details by any
Introducer in the postcode;
b. Leads icon displays the entire database of merchants approached by the
Franchisee or their Introducer Team in the postcode;
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c. Commissions for Franchisees are the £10 overrides for any merchant registration
within the postcode;
i. Additional override from merchant registration in territories outside the
Franchisee’s territory will also be accumulating in this account according to
the arrangement between the relevant parties as described above in the
section concerning Introducer Jurisdictions.
d. Introducer icon gives the Franchisee the ability to monitor the activities of their
Introducers in real time and step into their accounts and view their leads and
business-building progress;
e. VAT Number icon is where the Franchisee is required to enter their VAT number as
per the Franchise Agreement.
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The Sales View
1) The Franchisee can toggle his view on the Dashboard to Sales and come to the Dashboard
for Introducers;
2) Given that only Introducers can register merchants the main differences are the monies that
accumulate in the commission account and the Sign Up Business icon:
a. The Commission account in this view is collecting multiples of merchant registration
commissions from sales conducted anywhere the Introducer made a sale;
b. Sign Up Business icon takes the Introducer to the signup page to start the
registration process.
The Merchant View
1) CASHBACKPOINT merchants have additional icons in their back office to enable them to set
and manage their cashback offers and Instant Deals as displayed below:
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2) The Dashboard has the following icons unique to merchants:
a. Pay Float icon will be used to take online payments of outstanding float amounts;
b. Edit Business icon allows the merchant to edit any business detail they wish;
c. Set Cashback icon where cashback rates can be set for any day of the week;
d. Cashback Crowd icon where the merchant can set their referral bonuses;
e. Reports icon through which analysis of purchases can take place;
f. Help and Support icon for their additional needs;
g. VAT Number as described previously.
PART 7 - M ISCELLANEOUS
Our next section deals with operational procedures as they pertain to the
finances, staffing, conduct and appearance of the Franchisee
(Operational Instructions) along with several other relevant topics that
relate to standard operational requirements for Franchises.
OPERATIONAL INSTRUCTIONS
All matters relating to the operation of the business should be set out in
detail and will include:
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1) Staff requirements
a. Franchisees have a requirement to hire temporary or permanent staff as the
maintenance of their obligations warrant;
b. All staff must be adequately trained and be approved by CASHBACKPOINT
management before starting work.
2) Dress Code
a. The Dress/Uniform Code Policy is designed to guide Franchisees and
CASHBACKPOINT representatives on the company’s standards of dress and
appearance. All CASHBACKPOINT Franchisees and their representatives’
appearance must be professional at all times both within the workplace and when
representing the company;
b. The Policy is not exhaustive in defining acceptable and unacceptable standards of
dress and appearance and Franchisees must use common sense in adhering to the
principles underpinning the policy;
c. CASHBACKPOINT recognises the diversity of cultures, religions and disabilities of its
employees and will take a sensitive approach when this affects dress and uniform
requirements;
d. Franchisees are individually responsible for their general presentation,
appearance and personal hygiene and have a responsibility to consider how their
appearance may be perceived by others. This means that they should wear clothing
which:
i. Is appropriate to their role;
ii. Is not likely to be viewed as offensive, revealing, or sexually provocative;
iii. Does not distract, cause embarrassment or give rise to misunderstanding;
iv. Is absent of any political or otherwise contentious slogans;
v. Is not considered to be discriminatory and is culturally sensitive ;
vi. Does not place themselves or others at risk.
e. Franchisees are responsible for following the standards of uniform/dress and
appearance laid down in this policy and must understand how this policy relates to
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their working environment, health and safety, infection control, particular role and
duties and contact with others during the course of their business;
f. Franchisees are also responsible for ensuring the Dress Code is adhered to at all
times in respect of the employees they manage, and must also ensure that all new
employees are aware of the required standards of this policy during the induction
process;
g. Failure to adhere to the company’s standards of dress and appearance may
constitute misconduct and result in formal disciplinary proceedings;
h. Acceptable clothing for Franchisees given that they are not required to wear
uniform are for example include a combination of:
i. Skirts, blouses, smart T-shirts, jumpers, jackets, dresses, culottes,
business suits, jackets, trousers, polo shirts, shirts (with collars – long or
short sleeve).
i. Non-acceptable clothing constitute the following examples of clothing either on the
grounds of health and safety or for the company’s public image:
i. Miniskirts
ii. Lycra cycling shorts or leggings
iii. Leisure shorts
iv. Camouflage clothing
v. Transparent or ‘see-through’ blouses, dresses or shirts
vi. Tracksuits
vii. Clothing with tears, holes and rips
viii. Low-cut T shirts or blouses
ix. Spaghetti/shoestring strapped tops
x. Crop-tops
xi. Badges or emblems which may cause offense
xii. Items of clothing bearing logos, slogans or graphics, which could cause
offence
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xiii. Baseball caps/hats
xiv. High heeled or open toed, open backed types of shoes
j. Footwear must be safe, sensible, in good order, smart and clean and have regard
to health and safety considerations;
k. Visible tattoos are to be discouraged and where present must not be offensive to
others. Where they are deemed to be offensive they must be appropriately
covered;
l. Jewellery/piercings must be discreet and appropriate and must not be a health and
safety hazard. Jewellery/piercings must be removed before going on duty where
they are a risk to health and safety;
m. Hair and beards should not compromise health and safety. Long hair should be tied
back when handling food, or when undertaking physical interventions;
n. Beards must be neatly trimmed, unless this reflects the individual’s religion where it
must be tidy;
o. Headgear worn for religious purposes is permitted;
p. Staff who wear facial coverings for religious reasons are expected to remove them
whilst on duty. This will ensure that the member of staff is identifiable.
3) Staff training
a. CASHBACKPOINT recognises the important role of training and development and is
committed to making relevant opportunities available to all Franchisees in order to:
i. Support the achievement of its strategic aims and business plan
objectives;
ii. Ensure that it is able to provide the highest quality of service through its
skilled and trained Franchisees;
iii. Enable all Franchisees to develop their skills and knowledge to improve
their performance, increase their job satisfaction and reach their full
potential;
iv. Promote its reputation as a first class company and increase its ability to
attract and retain high quality people;
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v. CASHBACKPOINT will ensure that all Franchisees have equitable access to
development opportunities to meet their needs.
b. Franchisees are also responsible for ensuring that their staff (if any) have been
adequately trained and prepared for their role:
i. They will also ensure that training and development needs are reviewed
regularly and any training agreed on is implemented (within the constraints
of the resources available).
4) Procedure for disciplining
a. Disciplinary issues may arise out of any conduct or representation that
CASHBACKPOPINT sees as inappropriate or action that may or may not have
negative consequences for its business undertaken by any Franchisee or their
representatives;
b. All matters relating to the application of the disciplinary procedure will be pursued
as detailed in the Franchisee Agreement and remain confidential:
i. No disciplinary action will be taken against a Franchisee until a full
investigation has been carried out;
ii. The nature of the breach of discipline must have been made known and
the individual given the opportunity to state his/her case prior to any
decision being made;
iii. The investigation does not form part of the disciplinary procedure. Its
purpose is to gather the relevant facts to determine the most appropriate
course of action, which may, or may not, involve disciplinary action.
c. Disciplinary hearings can be held at any location specified by CASHBACKPOINT senior
staff and be initiated at any time;
d. Before taking any action under the disciplinary procedure, CASHBACKPOINT
management should consult the Regional Development Manager, but may act
unilaterally as it best sees fit;
e. A Franchisee who has been called to a disciplinary hearing may, in the first instance,
seek guidance and advice from any member of the CASHBACKPOINT business
normally this will be a person who is not involved in the disciplinary case;
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f. A Franchisee will not be terminated for a first breach of discipline except in a case
of gross misconduct, where the misconduct is deemed sufficiently serious to
destroy the contract between the Franchisee and CASHBACKPOINT and to make any
further working relationship untenable. Examples of events that constitute an
offense that can lead to termination are given in the Franchise Agreement. In such
cases, termination will be justifiable;
g. The procedure may be initiated at any stage according to the alleged misconduct;
h. A senior member of staff will be present at all disciplinary hearings to offer
professional advice.
5) Breakdown of job description for Franchisees
a. Management structure within CASHBACKPOINT follows a ‘hub and spoke’ model:
i. CASHBACKPOINT management is at of the centre of the hub dictating policy,
direction and strategy;
ii. Regional Development Managers answer to CASHBACKPOINT management
and are responsible for communicating all policy, direction and strategic
decisions and ensuring that the Franchisee’s within their region are fully
prepared to carry out the plan;
iii. Franchisees answer to the Regional Development Managers and function
to build the business within their territory to the best of their ability as they
are guided and helped by the supportive structure in place;
1. Franchisee’s staff are the sole responsibility of the Franchisee
and have no connection whatsoever to CASHBACKPOINT.
6) Opening times
a. The Franchisee is required to maintain regular business hours during which he must
be available to be contacted by all merchants within his postcode or any other
postcode in the event that the local Franchisee is for some reason unavailable:
i. Regular business hours within the CASHBACKPOINT framework mean 9.00
AM to 5.00 PM, Monday to Friday.
b. Franchisees are reminded that the minimum 8 hour workday is required in order to
be building a fully functioning and vibrant CASHBACKPOINT community;
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c. CASHBACKPOINT firmly believes that there is a direct correlation between the hours
invested in developing the business relationships between the Franchisee and his
local merchants and the success of the business. As a result CASHBACKPOINT
encourages a healthy work ethic and will lead by example in this regard;
d. Bank Holidays are not observed at CASHBACKPOINT since they will traditionally be
the most active periods commercially for the Franchisee and hence potentially the
most profitable periods to be observed.
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All items in the appendices have been made available in your back office
on your dashboard under the Documents icon and ready for you to access
at your convenience.
Appendix I
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Appendix II
