A Study undertaken by Syndicate One of the W&RSETA ILDP Programme 2011

Delegates Of Syndicate One (Imitha)Unathi Stofile, Alec Mushatu, Natasha Nair, Robert Daniels, Kevin Goosen, Yusuf Khalil, Nabeela Essa.

Independent Food Retailers in the Republic of South Africa.

Can they Ensure Sustainability in an Evolving Retail Landscape?

TABLE OF CONTENTS Executive Summary ...................................................................................................................................................................................................................................1

1. The Evolving South African Retail Landscape .........................................................................................................................................................................2

2. Independent Food Retailers

2.1 DefinitionOfIndependentFoodRetailers ......................................................................................................................................................................2

2.2 RelevancetotheIndustryandCountry ........................................................................................................................................................................ 2-3

3. Objectives and Scope

3.1 Problem/OpportunityStatement ..........................................................................................................................................................................................3

3.2 ObjectivesandGoals .....................................................................................................................................................................................................................3

3.3 Scope .......................................................................................................................................................................................................................................................4

4. Research Methodology

4.1 QuantitativeResearch ...................................................................................................................................................................................................................4

4.2 QualitativeResearch ......................................................................................................................................................................................................................4

5. Research Findings

5.1 CustomerSurvey..............................................................................................................................................................................................................................5

5.2 SummaryofIFRResearchInterviews .............................................................................................................................................................................5-6

5.3 InsightsfromIndustryLeaders .................................................................................................................................................................................................6

5.4 KeyInsightsfromInternationalImmersion ..................................................................................................................................................................6-8

6. Recommendations

6.1 ManageHumanCapital ................................................................................................................................................................................................................9

6.2 DevelopInnovative&CollaborativeMarketingStrategies ................................................................................................................................10

6.3 FocusonProductDifferentiationandSourcing ..........................................................................................................................................................11

6.4 MakeEffectiveuseofTechnology ....................................................................................................................................................................................... 12

6.5 LeverageProperty,LocationandStoreFormat ......................................................................................................................................................... 13

6.6 ExploreGrowthOpportunities:New Channels to Market & Diversification .............................................................................................14

6.7 LeveragingGovernmentSupport .......................................................................................................................................................................................15

7. Solution ...................................................................................................................................................................................................................................................16-17

Bibliographyandreferences .............................................................................................................................................................................................................................................18

APPENDIXA: Customer Survey ...........................................................................................................................................................................................................................19-20

APPENDIXB: Customer Survey Results ..................................................................................................................................................................................................................21

APPENDIXC: IFR Research Questions ...................................................................................................................................................................................................................22

APPENDIXD: MECE Decision Tree .......................................................................................................................................................................................................................... 23

APPENDIXE: Successful Retailer Profiles .......................................................................................................................................................................................................24-25

APPENDIXF: The Enterprise Development Benefit Matrix ........................................................................................................................................................................26

APPENDIXG: IntroductiontoBroad-basedBlackEconomicEmpowernment .................................................................................................................. 27-32

APPENDIXH:Documented IFR Interviews ....................................................................................................................................................................................................33-50

Executive Summary SouthAfrica’scurrentGDPstandsatUS$98bn.Unemploymentisoneofthecountry’smajorchallengeswith unemploymentcurrentlysittingatawhopping25.7%.Themajorityofthisunemploymentresidesinthe16-25yearage group.AsclassifiedbyStatisticsSA,theWholesale,Retail,MotorandAccommodationsectorscontribute±13% towardsGDPandemploysroughly23%ofthelabourforce.

Theworld’slargestcompany,WalmartrecentlyenteredtheSouthAfricanmarketwithits51%acquisitionofMassmart andwecanexpectapparelretailerZARAandfastfoodchainBurgerKingtosoonbeinourbackyard.Wealsorecently sawtheintroductionoftheConsumerProtectionAct-apieceoflegislaturewhichaimstoprotectconsumerrights. Whileitmaybelookinggoodforconsumers,theremaybesomeothercasualtiesinthischanginglandscape,withfar reachingconsequences.

WedecidedtoinvestigatetheimpactofthisevolvingretaillandscapeonSAretailersandhowtheycanremain sustainableinthischangingenvironment.Forthepurposesofthisinvestigationwenarrowedourresearchandfindings toIndependentFoodRetailers(IFRs)-specifically,yourbutchers,bakers,freshandnon-freshgrocersandfishmongers. Yoursinglestoreoperationsthatareusuallyfamilyownedanddonotbelongtoachainofoutlets.

WhydoweneedIndependentFoodRetailers?Whynotjustshopforfoodatthelargefoodretailers?Apartfrom sourcingandofferingconsumersspecializedproductsandservices,IFRsarepartofthelargerindependententerprises inourcountrythatcontributeto73%ofouremployedlabourand90%towardtheemploymentgrowth (1985to2005).Theyarehometosomeofthemostdynamicentrepreneursandarerecognizedfortheirinnovation, flexibilityandagility.Theyhelppreservetheintegrityofculturesandcommunitiesthatrelyonthemforessentialsgoods andservices.Withoutthem,consumersareleftatthemercyofthemonopolizationofthelargerretailers.

Throughourresearch,weuncoveredthattherearefundamentalchallengesthatIFRsfaceonadailybasis:accessto finance;theperceivedlackofsupportfromthegovernment;thedifficultiesindealingwithlowlevelsofskills;supply chainmanagementchallengesandtheeverincreasingcostofenergy.

We formulated several recommendations to assist IFRs to address some of these challenges: • Managehumancapital • Developclevermarketingstrategies • Focusonproductdifferentiationandsourcing • Makeeffectiveuseoftechnology • Growmanagementandleadershipcapabilities • Leverageproperty,locationandstoreformat • Exploregrowthopportunities:newchannelstomarket&diversification • Makeuseofgovernmentsupport:unlockingthebenefitsofenterprisedevelopment

In order to drive these recommendations, we propose the formation of an Independent Food Retailers Association of South Africa (IFRASA) which aims to: • HelpconsolidateinformationandresourcesrelevanttoIFRs • AssistIFR’stoexploreopportunitiesintechnology,newchannelsandgrowth • UniteIFRsandenablethemtotakeopportunityinincreasedpresenceandpower • FacilitateandfosterbetterrelationswithGovernment • Betheresourceforthecaptureofdataandstatisticsthatismissingonthissector • Throughcollaborationwithvariousstakeholders(eg.government,organizedbusiness,etc)IFRASAwillassistin addressingsocioeconomicconditionslikepovertyandgreeninitiatives • Contributetowardsthepreservationofthediverseculturesthatexistinourvariouscommunitiesbyensuringthe sustainabilityofIFRssotheycancontinuetoprovidespecializedproductandservices • Ensurethatlargeretailersdonotmonopolizetheindustry

WebelievethattheformationofthisassociationwillensurethatIFRsremainsustainableinaneverevolvingSouth Africanlandscape.ThesuccessofIFRswillpositivelyimpacttheretailsector,butmoreimportantlyhelpassisttoreduce unemployment,andthereforebenefitSouthAfricaneconomyonamacro-economicscale.

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1. The Evolving South African Retail Landscape Currently, unemployment in South Africa is sitting at a shocking 25.7%2. This high unemployment rate has a huge negative effect on the South African Economy. What is of particular concern is that the majority of this unemployment is within the 16-25 year old sector of the population. These are future customers, employees and possible leaders. The impact of this high unemployment rate also has negative effects on the socio-economic conditions in the country which can spiral into severe poverty, higher crime rates and further economic burdens.

TherecentacquisitionofMassmartbyWalmartinSouthAfricahasraisedmanyfearsamongsmallindependentfood retailers.ThesefearsweresummedupduringtheCompetitionsTribunalhearingsheldinMay2011,where independentretailersvoicedtheirconcernsabouttheirinabilitytocompetewiththeirglobalcounterpartswhoare renownedfortheirEDLP(everydaylowprices)strategy,largevolumeproductprocurement,accesstoliquidfinance, massivemarketingbudgets,geographicalfootprintandskilled,trainedstaff.Oneofthemanyfearsraisedwasthat smallerretailerswouldbeforcedtolay-offstaffinordertoshrinkcostssothattheycouldremainsustainable.Thereis alsotalkofthefashionretailerZARAenteringSouthAfricaandthelikesofBurgerKingalsoenteringSA.Therehasalso beenrecenttalkofTescolookingatpartneringwitharetailerinSA.

ThemergerofMassmartwithWalmarthasalsoforcedtheothermajorretailersinSAtouptheirgameastheyseek tostreamlinetheiroperationsandremaincompetitive-therecentretrenchmentsatPick‘nPaybeingacaseinpoint. ShopritehaveannouncedtheirintentiontotakeonWalmartandMassmart,Woolworthsplantoincreasetheirnational brandsportfolioandarecontinuingtheirpursuitwithastrategicvalueoffering.Centraldistributioncentresareagiven inordertoremaincompetitive.Majorgrowthattheselargerretailersisconcentratedonfoodanddrugdispensing. Withastrongrand,morefoodisbeingsourcedthroughimportsandmostofthelargerretailersarelookingtowards therestofAfricaforsignificantgrowth,particularthroughfoodenterprises.

Earlyin2011,governmentalsopassedthenewConsumerProtectionAct.Thisnewacthashugeadvantagesfor consumers(whichshouldbewelcomed),butdoesimpactretailersandinparticularIndependentFoodRetailerswhodo nothavetheexpertiseinsupplychainmanagementliketheirlargercounterparts.

TheretailsectortogetherwiththerestofvariousbusinesssectorswithinSAarealsofindingtheeverincreaseinenergy costsprovingtobeamajorburden.Theseincreasingcostsplaceahugestrainontheretailsectorwhorelyon air-conditioning,refrigerationandITsystemsthatrequiresignificantamountsofenergy.Increasingfuelcostsalsoaffect thedistributionandlogisticscomponentoftheretailsector.ThesehighcostsaredirectlyaffectingIndependentFood Retailerswhofindthiscosteatingawayattheirincome.

2. Independent Food Retailers Most independent food retailers typically trade in a bricks and mortar environment. Their businesses are usually tailored aroundaspecificgeographicalarea,servicinganichecommunitywithabespokeorspecificproductrange.With owner-managed stores, lower overheads, semi-skilled employees and their ability to quickly adapt, they could take on their bigger counterparts and develop a unique competitive edge, but these small businesses have often been labelled as the masters of poor customer service. Coupled with the enforcement of the recent Consumer Protection Act, all retailers are suddenly scrambling to get their “act” together. All of this is great news for consumers but makes it tougher for small retailers to keep up.

Theseresilientsmallenterpriseshaveoftenstayedintheshadowsoftheirlargercounterpartsintheindustry,quietly goingabouttheirbusinessandnotonlysurviving,butoftenthriving.TherearenumerousSouthAfricanand InternationalexamplesofIndependentFoodRetailerswhohaveshownsignificantgrowthfromsinglestorestoeither growingtheiroriginalstoreorexpandingintonationalandinternationalchains.

2.1 DefinitionOfIndependentFoodRetailers IndependentFoodRetailersorIFRsarebydefinitionbusinessesthatareprivatelyownedanddonotbelongtoa largerchainorgroup–butchers,bakers,delicatessens,freshandnon-freshgrocersandfishmongers.

2.2 Relevance to the Industry and Country UnemploymentinSouthAfricaiscurrentlyat25.7%2accordingtoStatsSA,butaccordingtoMerrilLynch,ifthe workerswhohavegivenuplookingforworkandhave“left”thelabourforceareincludedunderthedefinitionof unemployment,thenthisratewouldjumptoapproximately37%12.

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Apartfromsourcingandofferingconsumersspecialized,differentiatedproductsandservices,IFRsarepartofthe largerindependententerprisesinourcountrythathelpedcontributeto73%oftheemploymentgrowthfrom 1995-20051.Thisburgeoningunemploymentrateisdirectlyeffectingtheretailsectorinthefollowingways: • Unskilledanduntrainedlabourpool • Alargerpopulationofunemployedcitizensmeansmoreconsumerswithoutdisposableincome

Thisinturnleadstopoverty,highercrimefiguresandultimatelyinpoliticalinstabilitywhichallaffecttheeconomy ofthecountry.IFR’splayamajorroleintheupliftmentofthecommunitiesthattheytradeinby: • Creatingjobopportunities • IFR’shelppreservetheintegrityofouruniqueculturesandcommunitiesbyprovidingservicesandgoodsthat aretailoredforthesediversemarkets.Thisiskeytothe“rainbow”nationasdiversityisfundamentalaspectof lifeinSouthAfrica. SouthAfricaisthethirdlargestconsumeroffoodandgroceryproductsafterIndiaandChinaandthisisthefastest growingcategoryintheretailsector.TheinformalandindependentportionofthiscategoryisestimatedatR73.9 billionin2010andisforecastedtogrowby45%toR115.6billionin2013(refertablebelow)12.

Astaggering22.5%oftotalconsumerspendonfoodandgroceriesaredoneatinformalorindependentretailers,who service81%ofhouseholdsinSouthAfrica12.

Theexpertiseofanindependentisoftenseenastheoriginofinnovationandishometosomeoftheworld’s mostentrepreneurialbusinesspeople.Withoutthem,consumerscouldbelefttothemercyofmonopolization bylargeretailers.

3. Objectives and Scope 3.1 Problem/Opportunity Statement Howcanindependentfoodretailersensurethattheyaresustainableinanevolvingretaillandscape?

3.2 Objectives and Goals Theobjectivesandgoalsofthisprojectareto: 3.2.1 Conduct research to answer the problem/opportunity statement question through • Understandinganddefiningwhosmallindependentretailersare • UncoveringwhatthesuccessfactorsandchallengesfacingIFRsare • ProfilingsuccessfulcompaniesthatstartedasIFRs • Gatheringrelevantfacts,dataandstatistics • Reviewingcasestudiesonthetopic • Interviewingindustryleaderstogaintheirinsights • Networkingwithbothlocalandinternationalorganizationstoestablishbestpractice,sustainability andviability

3.2.2 Assist IFRs to leverage the findings of the research to ensure sustainability by • Identifyingpossiblerecommendations,solutionsandfocusareas • DevelopingameansofcommunicatingourfindingstoIFR’s

2010 2013E %Change

LargeRetailers R153b R212.7b 39%

Informal&IndependentRetailers R79.5b R115.6b 45%

TotalFoodandGrocerySpendinSA R232.5b R328.3b 45%

InformalandIndependentMarketShare 34.2% 35.2% 1%

Source: Fernridge and Bank of America Merril Lynch, June 2011

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3.3 Scope 3.3.1 Limitations • Researchwillbelimitedtoindependentfoodretailersasdescribedinourdefinition,refersection2.1 above.However,wewillprofilesuccessstories,whereIFRshavegrownbeyondthelimitationofthis definition. • Therehasn’tbeenmuchresearchintothistopiclocally,andcasestudiesandwhitepapersaretherefore notreadilyavailable. • Obtainingcurrentstatisticsonindependentfoodretailers(relatingtoturnover,employees,structures, etc.)hasnotbeenpossible. • Retailpricecompetition–weareinarecession.

3.3.2 Interdependencies • Dataandresearchwillcorrelatewithnationalandinternationalresearch,casestudiesandwhite papersalreadyavailable. • Supplychain,logisticsanddeliverychannelswilllargelyinfluenceproductsourcingandpricing.

3.3.3 Assumptions Publishedreporting,casestudiesandstatisticsareratifiedandaccurate,andthatinformationdisclosedtous duringinterviewsarecorrect.

3.4.4 Exclusions • Largeretailers • Theinformalsector

4. Research Methodology 4.1 Quantitative Research ImithaconductedanonlinecustomersurveytoascertainwhatconsumerthoughtsareonIFRs.Therewere214 participants.Basedonapopulationestimateof5million,thissurveyscoresa95%confidencelevelandaconfidence intervalof7.

The primary objective of the survey was to: • UnderstandfromacustomerperspectivewhichIFRspeoplegenerallyshopatandwhatmakesthemfrequent thesebusinessesasopposedtolargerretailstores. • GetsomeideasonwhatIFRscandodifferentlytoattractorinfluenceconsumerstosupporttheirbusiness.

(Please refer to Appendix A to review the 25 structured questions used in the survey)

4.2 Qualitative Research The majority of research time and effort was dedicated to qualitative research in the following areas: • Interviewswith23IndependentFoodRetailersusingopenended,exploratoryquestions(refer Appendix C for the list of research questions).IFRswereidentifiedbasedonbrandrecognition,popularityandsuccess(withinsyndicate member’sregions). • Reviewinternationalandlocalcasestudiessourcedonthenetandatlocalandonlinelibraries. • Profileandinterviewsuccessfulcompaniesanddocumentbestpractice(refer Appendix D). • Interviewswithindustryleaders,academics,journalistsandanalysts. • Interviewinternationalbusinessestogaininsightsonglobaltrendsandbestpractice.

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5. Research Findings5.1 Customer Survey

Location, price and specialized products were highlighted as the main drivers for currently shopping at IFRs as illustrated in Graph 1 below. Better pricing and improved customer service is what customers say will persuade them to buy from IFRs in the future. Refer to Appendix B for additional results.

Graph 1: Primary reasons consumers shop at IFRs

5.2 Summary of IFR Research Interviews • Economic and trading conditions are difficult or challenging. Unemployment rates remain high. Coupled with current interest rates, excessive debt, the price of fuel and the exorbitant cost of electricity, people have less disposable income. As a result, spending patterns have changed. Consumers are a lot more price sensitive, often foregoing quality. Common challenges included the level and standard of staff, the high cost of electricity, supply chain and the price of food, as well as the perceived lack of government support and protection. The following factors to success were identified: • Quality and differentiated/specialized products at competitive prices • Vertical integration and the ability to manufacture own specialty products • Appropriate associated products with high margin, providing a larger choice for customers • Clear target market (understand and supply the needs of the customer) • Focus on customer service and customer relationship management to build a loyal customer base • Location to market/customers • Manage cash flow, expenses and stock shrinkage • Opt for sustainable growth

• IFR customers span all LSMs, but businesses generally cater for the area in which they operate. They enjoy a mostly loyal customer base, and while customers are price driven at the moment, it relates more to perceived value as opposed to the cheapest option available. Most IFRs identified future customers as the next generation of current customers and their local community. They also benefit significantly from word of mouth referral based on quality, service, pricing and product differentiation. • Competitors for the IFRs we interviewed were the local independent retailers operating in their proximity. In most cases, they do no acknowledge large retailers or international players as potential threats to their markets. • Legislation has had both positive and negative impacts on IFRs. Many feel it has cleaned up the industry and is keeping retailers honest. However, legislatory requirements cost money to implement. In addition, legislative changes add further expenses to an already belted budget. • Technology is seen to have had positive effects on business operations, enabling IFRs to streamline processes, improve turnaround time, decrease costs and build customer databases. The general consensus is that online shopping for fresh foods won’t work because of logistics and infrastructure issues. However, most acknowledge that customers are getting technologically savvy and need to position themselves to take advantage of this.

0 2 4 5 7 9 11 12 140 2 4 5 7 9 11 12 14

Customer Service

Knowledge/Expertise

Location/Convenience

Price

Speciality Products

Religious/Cultural products

Clean Stores

Loyalty

Less Busy

Other

Percentage of Total Votes

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• IFRsmainactivitiesinmanagingoverheadsinvolveconstantlymonitoringexpenses,reducingwastage/stock shrinkage,nofrillsmarketingandsavingonpower/electricity.However,becausetheyarealreadyoperatingona costefficientmodel,manyfeelthekeyinsustainingoverheadstructureisincreasingturnoverandmargin • Animportanttrenduncoveredisthebusinesscultureevidentinthesecompanies.Mostofthemarefamily ownedandrun,anddrivenbyculturaland/orreligiousbeliefs.Theircorevaluesrevolvearoundbeinghonest anddoingtherightthing.Theethosistoservethecommunityinwhichtheyoperateandtheypridethemselves onthewaythetreatpeople(staff,customersandsuppliers).Asadirectcontrasttothecorporateculturein largerretailers,itseemsthisapproachhasservedthemwell. • Whenaskedaboutthefutureoffoodretailing,IFRsindicatedthattheyforeseeneatandcleanstoreswith improvedmanagementstrategiesinplace.Thefocuswillbeonawiderproductrangeandapplicableassociated products.Thekeydriverwillbeaboutvaluepropositionasopposedtoslashedpricingandquality.Customers mustfeelthattheyhavegainedvaluefromtheproduct.Locationisanimportantinfluencerandconveniencewill betheorderoftheday,ensuringaquickandeasyshoppingexperience.

Refer to Appendix H for the documented IFR Research Interviews.

5.3 Insights from Industry Leaders We managed to speak to a few SA Industry Leaders on the topic and some of their key comments are summarised below: • SimonSusman-DeputyChairman,WoolworthsHoldingsLTD. “The principle remains the same. Plain white t-shirts you can sell to everybody, leather jackets are for a select market. Independent retailers need to have a very targeted customer profile in order to survive.” • IsaacMotaung-HumanResourcesDirector,Pick‘nPayRetailers “It will be very difficult to compete on price alone, as customers base their decisions on where to shop on many other factors as well as price. The key to succeeding as a small retailer is for them to use their better understanding of their individual customers to tailor great shopping experiences and deliver consistent value.“ • Syd Vianello - Analyst, Nedbank Capital ”I believe independent retailers will need to shift their focus towards specialization rather than relying on competing with the mainstream supermarket chains, whose distribution capabilities, coupled with their superior buying power and marketing clout, will provide a competitive edge far too great from a competitive perspective… …Internationally independents tend to hold 25% of food retail markets. In South Africa the share held by independents is closer to 35% currently (my view) so I think it can still decline, but much slower than the pace at which it has been falling in recent years...”

5.4 Key Insights from International Immersion During our visit overseas, we met with several Retailers and Industry Leaders. The pertinent insights are as follows:

• LIQUORCONTROLBOARDOFONTARIO(LCBO) - gaveinsightintotheformationoftheOntarioSectorRetailBoard - commissionedSWOTanalysisstudytobedoneinordertoinformimplementationstrategy - researchfindingswerepresentedtoGovernmentandGovernmentagreedtofundprojectfor2years - outputwasworkbooksforSME’scoveringMarketing,ITandFinancialmanagement.Theseweresoldata subsidedcostandthemoneyforthesaleswereusedtofundtheassociation - alsoimplementedbusinessimprovementareas - keyriskswererunningoutoffundsandlackofcollaborationwithUnionsandlackofGovernmentsupport

• AUTOSHARE - knowyourcustomerandknowyourmarketandsizeyourbusinessaccordingtoyourmarket - targetedmarketing,ifyourcustomermarketislocal,youneedtomarketlocally - ifhecoulddothingsdifferently,hewouldnotcountercompetitorsadvertising,butratherusetheiradvertising tohisadvantage

• STAPLES - busyimplementingcustomercentricproject - 99%oflearningscomefromstores - allseniorstaffworkregularlyinthestoresandlearningsareimplementedbusinesswide - preferredprogrammewhichsupportsmallbusinesses - partnerwithlocalserviceproviders,forvalueaddedservicestheycouldnotprovide

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• COSTCO - providesspecializedservicestosupporthomeandsmallbusinesses - includingcourierservices,carrentals,telecommunications,webhosting,payrollservicesandcreditcard processing - mission: - obeythelaw - takecareofourmembers(customers) - takecareofemployees - takecareofvendors - rewardshareholders

• IKEA - holisticsustainabilityfromsuppliersandmanufacturerstoemployees - visionistocreateabettereverydaylifeforthemanypeople - worktogetherwiththevendorsandthefarmers–awareoftheextractionofrawmaterials - domorewithless,humble–listeningandlearningfromothers - costconsciousculture

• MICROSOFT - thinklikeamerchant - thinkbiggerthanthemomentyouarein - focusonwhatpeoplewanttobuy - howcantheydefygravity - valuerelationshipwithretailers-howcanwehelpretailersmovetonewideas,marketsandnewbusiness models - identifymarketandconcentrateonmarketsegment - partnerwithvendors - innovatesupplychain,butstillmaintainpersonalcontact - sticktostrategy - 40hoursayearforstafftodocommunityserviceoftheirchoice - sharingofleadership–successionplanning

• IRATEICH - collaboration - proportionatebenefitversusproportionatecost - focusonwhatisimportanttoyourcustomer,knowwhyyouareinbusiness - noroomformediocreretailers–needtobegreat - cellphoneappsnewinnovationtowatch - largermiddleclassinAfricathanIndia - localimpactmarketing - rewardyourbestcustomers - tangiblevaluesthatwilldelightcustomers…impressthem…”theatreofretail”

• ADWOABUAHENE - differentgenerationsintheworkplaceneedtobeacknowledgedandtreatedaccordinglytodriveteamdynamics andindividualperformance - factorswithinschoolingenvironmentshapesthebehavioroffutureemployees

• BIGCARROT - businessownedbyemployeesandcommunity - retaileroforganicfoodsonly - collaborativeworkwithcommunitytoimproveresidentialarea - differentiatedaddedservicesalignedtoproductoffering(restaurant,cookingclasses,homeopathand nutritionist) - greenrooftoreduceenergyconsumption

• TREVORWILSON–HUMANEQUITY - journeyandcontinuumthatmustbetravelledtogettotheidealstatus - respectindividualdifferences,nottoleratethem

• MARLENEADELSON - leadsuccessfullywithvision,astrongteam,re-inforceandmeasure,beopentolearning,intellectuallycurious andpassionate - knowwhatbusinesswearein,wherewearegoingandhowwewillgetthere?

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• ALLIEDBAKERIES - teamofpeoplethattrainandadvisestaffatsmallandmediumenterprises - representativeontheirretailersassociationwhogivesadvicetomembersoftheassociation - rationaleisthatbyassistingtheircustomerstobesuccessful,theywillbecomesustainableandsuccessful

• MARKSANDSPENCER - ownedfoodintellectualpropertyastheysponsoredtheresearchinthefoodtechnologyspace - 97%M&Slabelinstores,allowsthemmorecontroloverquality - tryingtomovefromgeneralisttomorespecialistspace - environmental,ethicalandefficiencyarethe3pillarstotheirsustainability - peopletrustedtheM&Sbrandmorethantheydidpoliticians

• BRC(BritishRetailConsortium) - providesimportantdataandstatisticsonretailsectorthatretailerscanusetomakeinformeddecisions - gatherinformationviaindependentauditfirm - informationprovidedsogood,theydonotneedtomarketthemselves

• STEVENBOND,M&S - customerinsightsprojectensurestheviews,needsandwantsofcustomersareembeddedinalldecisionmaking throughactionorientedcustomerinsights - movedbusinessfrombeingproductfocused(wheretheyweredoingtherightthingstothewrongcustomers) tobeingcustomerfocused(doingtherightthingtotherightcustomer)

• ASHOKA - socialentrepreneurship - encouragedentrepreneurialbehaviorthat’salignedtoaddressingsocio-economicissues - theydothisbysupportinganentrepreneurandnotthecausethroughrecruitingthemasfellowsandthen supportingthemthroughnetworkinginitiatives

• GENERALTRENDSNOTED - Greeninitiatives - Collaboration - Costefficienciesbasedonscale - Buyingconsortiums - Loyaltyprogrammes - Privatelabel - Differentiationkeysuccessfactor - Socialresponsibility

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6. Recommendations 6.1ManageHumanCapital Oneofthedifferencesbetweenbusinessesthatboomandthosethat flounder,isgoodemployees.Whileentrepreneurialtalentandinnovation isthedriverofsmallbusinesssuccess,onepersoncannotdoeverything alone.IFRsneedtofocusonfindinggoodemployees,figuringoutwhat motivatesthemandthenplacethemintotheappropriaterolethatwill allowforboththeemployeeandthebusinesstothrive.Recruitmentis timeconsumingandrequiresalotofpatience.IFRsmustthereforeresist thetemptationtoemployinhasteandensuretheyappointpeoplewho willthriveinanentrepreneurialenvironment.

ThroughtheResearchthathasbeenconducted,thefollowingHuman Capitalareasneedtobeaddressed:Recruitment,Education&Training. • Recruitment&SelectionofStaff ResearchindicatesthatIFRsarelocatedatcloseproximitytotheir targetmarket.Recruitmentofstaffshouldthereforebeconducted fromwithinthatarea,creatingemploymentwithinthecommunity.In doingso,IFRsneedtoensurethattheyaligntheircustomervalue propositiontotheindividualstheywishtorecruitandappoint individualsthatbringskillsandexperiencethatwillbenefitthe business.

Risksofrecruitingfromwithinthecommunityincludethe communitynotassociatingwithordislikingtheindividualemployed, leadingtothemnotsupportingthebusiness;criminalactivitycould increaseduetotheemployeebeingthreatenedifhereportstheseactivities;andthelackofnewideasanddiverse skillsfromoutsidethecommunity. • EducationandTraining Peopleareamajorexpenseinanyorganization,butalsoitsmostimportantasset.Itiscriticalthatpeoplewithin theorganizationaredevelopedandtrained.AsIFRsformpartoftheWholesaleandRetailSectorinSouthAfrica, theyshouldberegisteredwiththeWholesaleandRetailSector’sEducationandTrainingAuthority(W&RSETA).

ByregisteringwiththeSETA,IFRswillbeabletoaccessassistance,supportandguidance;qualifyformandatory anddiscretionarygrants;gainaccesstoaselectionofaccreditedlearninganddevelopmentserviceproviders;and beabletodrawonskillsdevelopmentfacilitatorstoassistwithinteraliaworkplaceskillsplansandannual trainingreports.

IFRsneedtocreateaneducationpipelineandinvestinthedevelopmentoftheiremployees.Thiscanbefunded fromthemandatorygrantsreceivedfromtheW&RSETA,throughlearnershipand/orskillsprogramsrecognized bytheSETA.UpskilledstaffwilladdresstheskillsgapsidentifiedbyIFRs(likecustomerservice,literacyand numeracy,etc)andimproveproductivity.Thisleadstoincreasedprofitabilityandtheultimatesustainabilityof thebusiness.Inaddition,completionofLearnershipprogramswillresultinIFRsbeingeligiblefortaxreliefshould therequirementsoftheSETAandSARSbemet.

WiththeSuccessfulimplementationoftheabovetheIndependentFoodRetailerswillbeenabledtoGrow management and leadership capabilitiesandensurethatbusinessissustainableasthelearningwillbeabletoprovidethefollowing benefits: • Takeownershipofthefinancialanalysisofthebusiness. • Paymoreattentiontoinventory. • Takeashortcourseinfinancialanalysisand/orinventorymanagement. • Maketimetofocusontheleadershiproleandbusinessstrategies:developavision,missionandgoals. • Developaconsistentandopencommunicationstrategy,aprerequisiteforsuccessfulleadership. • Putasuccessionplanningstrategyinplacetoensurethesustainabilityofthebusinessforgenerationstocome. • Gooutsideofcomfortzonestoseekhelpandadvicefromothers

Human resource manage-

ment helps organizations

improve the customer

experience by addressing

the customer service skills

of employees. To do this, first

ensure that the organiza-

tion has effectively identified

which service behaviors to

drive throughout the organi-

zation, and then incorporate

these behaviors into recruit-

ing, engaging, training, and

rewarding employees.

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6.2 Developing Innovative & Collaborative Marketing Strategies Change in consumer spending patterns and the customer value proposition: ThroughourresearchinSouthAfrica,USAandCanada,wehavefoundthatduringtheglobalrecession,customerswere seekingvalue.Thishascontinuedpostrecessionarytimes.Hencethemovementofconsumerstowardsdiscounters,like ShopriteinSAandWalmartinUSAandCanada.

Theseretailersmanagedtocreatethisperceptionandinsomecaserealityofvalue,bytighteningtheirsupplychain,reducing inventoryandultimatelyreducingcosts.Thesesavingswerethenpasseddirectlyontoconsumers.Anothertoolthatthese retailersusedeffectively,wasthegrowthoftheirprivatelabelranges.Inmostoftheseretailerswefoundthattheirown privatelabelscontributedupto20%oftotalsales.

We can take away two key fundamental learnings for IFRS: • EffectiveSupplyChainManagement(SCM)whichreducesinventory,providesfor“just-in-time”deliveryand reducesoperationalcosts. • Theintroductionandgrowthofprivatelabels.IFR’smustbecarefulinthisregardasbrandmanagementofprivate labelsiscriticalintheprocessasitcouldaffecttheoverallbusinessbrand.

Marketing Opportunities including multi-channel Opportunities: MostIFRstacklemarketing,advertisingandpromotionsindependently.Theyareoftenunder-resourced,withminimum investmenttowardstheseinitiatives.Often,promotionsareputtogetherbytheretailerhimselforwiththeassistanceof parttimedesigners,DesktopPublisherswithnoorminimummarketingoradvertisingskills.

Theresultsareoftenamixtureofpoorbranding,confusingcommunicationandvisuallyunappealingproductsandservices. Channelchoiceisoftenbasedonthecheapest(eg.leaflets,cataloguesandhand-outsatintersections),andnotnecessarily themosteffective.

We propose that IFRs find a way to band together to implement the following: • CentralPromotions: IFRsmustjoinorformmarketingconsortiumswherememberswillhaveaccesstoregional,centralisedadvertising, andpromotionalcompanies.Inessencethisentailsthattherewillbesingleserviceprovidersfortheseservicesper region,thatwillbeabletooffer: - Acentralproductimagelibrarythatallmemberscanutilise.(buildingyourownimagelibraryoftencomesata hugeexpenseandisoftencapturedwithphonecameras). - Accesstoskilleddesignersonpagelayout,webdevelopment,in-storePointofSaleandmobilecommunication. Bydoingthis,memberswillreceivediscountedrates,acentralhighqualityimagelibrary,andprintingatgroup, discountedrates.Wehavealreadycommunicatedtoindustryleadersinthisfield,andtheyarepreparedtonegotiatethis opportunity.

• GroupAdvertising: WehavealsonegotiatedwithsomeofthelargestcommunitynewspaperorganisationsinSouthAfrica.Theyare preparedtogiveIFRmembersthefollowing: - Reducedratesforadvertisingintheirlocalcommunitynewspaper. - Reducedratesforadvertisingontheonlineversionsofthesecommunitypapers.Thisisparticularlyexciting,asit offersIFRsanopportunitytostarttheironlineinitiativesforaverylowinvestment.Andbecausethesesitesare tailoredbycommunity,IFRscanrestassuredthattheiradvertisingiscapturingtheirrelevantmarketonly.

10

6.3 Focus on Product Differentiation and Sourcing

IFRsaccountforalargepercentageoftheeconomicactivitywithinSAandinternationally.Accordingtotheresearch undertakenbythissyndicate,location,priceandspecializedproductswerehighlightedbycustomersasthemaindrivers forcurrentlyshoppingatIFRs.TheproductelementisthereforeakeyconsiderationinassessingthesustainabilityofIFRsas theeconomiclandscapeevolves.

Akeytounlockingcashflowinretailsitswiththeinvestmentininventory.ItisrecommendedthatIFRsconcentrateon theirkeydifferentiatinglinesandtherelatedadjacenciesthatcustomersarelookingforandrationalizeother,unrelated categoriesoritemtypes.Thiswillensureaproductinvestmentisbeingmadeonitemsthatarequicktosell,thereby meetingcustomerneeds,improvingstockturn,reducinginventoryandfreeingupmuchneededcashflow.

Two key areas that IFRs should concentrate on to remain sustainable are summarized below: • Establish your key differentiator. Basedontheresearchconducted,itisevidentthatspecializedproductisakeydraw-cardforcustomersto continueshoppingatIFRs.Duetothecloselinkwiththecommunityneedsandspecializedcustomersegments,IFRs shouldtailortheirvaluepropositionaroundtheseuniqueproductsthatdifferentiatethemfromtheirlarger counterparts.

IFRswhoidentifywhattheyaregoodatandhonetheireffortstowarddifferentiatingthemselvesonthis offering,willclearlyentrenchtheirvaluepropositionwithintheirmarket.Insomeinstances,customerfeedbackin thisregardhasshownthatcustomersarewillingtopayhigherpricesinordertoaccessthegoodsthatmeettheir specificneeds-forexample,religiousorethnicfoodrequirementsthatarenotcateredforviamassmarkets.

IFR’swhofulfillanicherequirementbasedonreligiousandethnicneedscanbuildpartnershipswiththerelevant religious/ethniccouncilstoensuretheircredibilityisintactandtoascertainthecurrentandevolvingneedsofthis market.TheadvantagethattheIFRhasoverthelargerretailersisthattheyhavetheopportunitytoremaincloseto thecommunitythattheyserveandcanthereforebeflexibleintheirdecisionmakingandhaveproductsthatare veryspecializedaccordingtothecustomer’sneeds.

Itisimportanttocommunicateyouruniquenessanddifferentiationthroughstrategicmarketingeffortstopotential suppliersand/orcustomersandthisisdonethroughstrikingupcollaborativepartnerships.TheIFRsseldomhave theabilitytonegotiateatthislevel.However,werecommendthatIFRsfindwaystoenterintocollaborative relationshipswithotherstakeholdersinordertoremainsustainable.

• CollaborationtoLowerCostsandFindNewProducts - Joinabuyingconsortiumtoaccesslargervarietyofproductandachievebettercompetitivepricing.

- Establish“share-groups”withothernon-competitivesmallindependentstofindnewproduct.

- Establishmutuallybeneficialpartnershipswithnationalretailersinnon-competitiveareas,likeofferingtosupply themwithnicheproductthathasalreadygainedauthenticityandcredibility.

- ToenhancetheabilityoftheIFRtosourcegreatproductatcompetitiveprices,theywoulddowelltoconstantly scanthenationalandinternationalmarketforspecialdeals.Thiswouldrequirebuildinggreatrelationships amongstsuppliersandpotentialsuppliersaswellasutilizingtechnologytostayabreastofopportunities,like international“dumping”groundsasapotentialsourceofsupply.

- Investindirectindenting–wherebyproductissourceddirectlyfromthemanufacturertotheretailerwithouta “middleman/men”.Thiswillrequireaninvestmentinqualitycontrolmeasuresfromtheretailerbutwillresult insignificantcostreductionbysimplifyingthesupplychain.

Thecollaborativepartnershipwillbefacilitatedthroughavehiclethatwillbeabletodisseminaterelevantinformation thatwillassisttheIFR’swillneedanduseforProductdifferentiationandinnovation.Thevehiclewillformpartof therecommendationtoenabletheIndependentFoodRetailerstoremainsustainableinarevolvingretaillandscape.

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6.4 Make Effective use of Technology

Informationtechnologyhasamajorimpactonbusiness managementandstrategies.Developmentsintechnologyover thepastdecadehaveresultedinsignificantefficiencygainsinthe retailsector,particularlyforthebigretailers.However, independentsareyettounlocktheunlimitedpotentialreturnon investmenttechnologyhastooffer.

Oneofthemajorchallengesfacingindependentsisthespeedof technologicalchange.Theyareoftenoverwhelmedbythe perceivedcomplexityoftechnologicaladvancement,andare thereforeunabletorecognizeandunderstandthebenefits technologyhastooffer.

Technologysystemsallowsmallbusinessestodomorework in-house,reduceconsultingcostsandsaveinternalstafftime. Theyallowforquickerturnaroundtimeandfasterdecisionmaking acrossalloperationalareasincludinginventory management,advertising,financialreporting,etc.

Everyyear,newerandbetterretailsolutionsarebeingdeveloped, costingnotablylesseachyear.Theyaremorestableandfunctional; easiertodeploy;andmorecustomizable,allowingsmallretailersto bemoreincontroloftheirbusiness.

Off-the-shelfproductsoffermodularizedsolutions,withseamlessintegrationdependantonbusinessneeds.Standardized andbuiltinbusinessprocessesaidinstreamliningandimprovingworkflow,allowfortheimplementationofbestpractice andcaterforlegislativerequirements.

Pointofsaletechnologyandthedevelopmentofpaymentgatewaysoftwareallowforcashlesstransactions.Thistechnology notonlyprovidesthecustomerwithapaymentmethodthatsuitstheirlifestyle,butalsobenefitsthecompanybydecreasing thecostsofholdingcashandimprovingsafety.Traditionally,theroleofretailtechnologywastodecreasecostsandimprove efficiencies.

However,retailtechnologyhasevolvedandcannowbeusedto drivesalesthroughbusinessintelligenceandcustomerrelationship management.

Cellphonesareanexcellentwaytodisseminateinformation regardingsalespromotionsandnewproducts.Accordingto FruitandVegCity,therehasbeenadirectincreaseinsalesasa resultofits’mobilemessagingandmarketingprogram.

TheinternetcanbeusedtohelpIFRsfindnewideas, communicatebetter,brandandmarketmoreeffectively,sourceand buygoodsworldwide,andsellonline.E-commerceissettogrow rapidlyoverthenextfewyears.Whilepenetrationinthismarketis slow,thegradualdecreaseinthecostofbandwidthwillultimately haveapositiveeffectone-commerceandcustomerswillingnessto shoponline.IFRsshouldpositionthemselvestobereadytotake advantageofthiswhenithappens.

Onlinepromotionalcampaignscanbeintegratedwithoffline channelstoachievepowerfulresults.Drivecustomerstothereal worldwithonlinevouchersredeemablein-store,orconversely,give in-storecustomersonlineshoppingvoucherstoencouragethemto usethevirtualstore.

IFRsneedtorecognizethatnewopportunitieswillemergefrom theintelligentuseoftechnology,andadapttheirbusinessstrategies accordingly.

Speed of technological change – PAY PAL

Pay Pal is an online payment solution

started in 1998. By 2005, the company

had 45 million account holders worldwide

and handled around $17 billion worth

of payments annually. It has often been

questioned why the global banks, who have

the infrastructure and resources, were not

at the forefront of this technology. But the

lesson of Pay Pal is that in today’s techno-

logical environment, small new players can

benefit just as much as, if not more than,

their larger corporate counterparts.

Solution summary:• Invest in new powerful yet less costly information systems to reduce expenses, improve decision making, and manage customer relationships. • Ensure that you have point of sale terminals to allow for cashless transacting• Develop a cell phone marketing program, but remember to stay within the guidelines of the CPA.• Establish and/or use your website to communicate information customers may want to know: value proposition, location/s, trading hours, promotions, etc. Encourage interaction via email to get relevant feedback on your market segment.• Investigate joining retail associations or independent retail groups that are creating localized online shopping malls to test e-commerce at reduced risk.

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6.5 Leverage Property, Location and Store Format

Oneofthebasicrulesofanybusinessis“location,location,location”.Locationisoneofthemostimportantdecisionsany retailerwouldmake.

Astheurbanizationofthetownsandcitiesbecomemoreprominent,therehasbeenaboomintheeconomicgrowthof therespectivetownsandcities.Thedemandforlandisontheriseandinevitablythepriceofthelandhasincreased.The risingcostofthebuildingindustryhasalsoimpactedonthepropertyindustry.Thefundamentalcostsrelatedtothe propertyindustryhavehadanegativespinonthepropertymarket.Withthisinmindretailspacehasbecomemore expensive,puttinghugepressureonthetradingdensitiesandbusinessmodels.

Retailersarenowreviewingtheirbusinessmodelsandreducingtheinventoryinstores.Theyarere-visitingthe80/20 principles.Byreducingthestorespaceandmovinginventorystorageoffsiteincheaperareas,theyhavemanagedtoreduce theirrentandotherrelatedexpense.Theyaremanagingtoincreasetheirtradingdensitywithoutincreasingsales,thereby makingtheirbusinessesmoreprofitable.

Theurbanareasarebecomingsaturatedwithshoppingnodesandlessgrowthopportunitiesexistintheurbanareas. Moreviablegrowthopportunitiesforshoppingnodesarenowexploredinruralareasandtownships.Asnationalretailers moveintotheseareaswiththeirbigbudgetsandawiderproductofferingtheindependentretailersarefeelingthepinch.

TherearevariouspropertysolutionsIRFscouldlookatandwewouldliketoproposerecommendationofcollaborative partnershipsamongsttheIFR’s.ThesecollaborativeinitiativeswillbedrivenbyavehiclethatwillformpartofthePrimary RecommendationthatwillassistIFR’storemainsustainablewithinanevolvingretaillandscape.

BenefitsofCollaborativePartnerships • Propertyisaspecializedsphereandaffectsthebusinessoveralongterm.ItisstronglyrecommendedthatIFRssource theassistanceofalawyeroraspecialistpropertybrokertonegotiatetheleaseontheirbehalf,aswellasconsulta completepropertysolutionscompany(likeFernridgeorDougParker)tododuediligenceandfeasibilitiesfornew prospectivesites. • Collaboratingwithsupplierstodrivesupplychainefficiencywillreducetheinventorystoragespacerequired, whichequatestoasavingsinrentalandrelatedservices,therebymakingthebusinessmoreprofitable. • Un-usedorun-utilizedspacecanbesub-lettorelated/associatedbusinesses,formingawiderassociatedproduct offeringtoconsumers.

• IFRsshouldbecomeamemberofSACSC(SouthAfricanCouncilofShoppingCentres)tobeinformedofthelatest shoppingcentresbeingdeveloped(inbothruralandurbanareas)affectingtheirlocalmarkets,allowingthemtobe proactiveandagileindealingwithchangestotheirphysicalenvironment.

• Beinformedofwhatlocalcouncilsareplanninginthecommunityandbeinvolvedandsupportsuchinitiatives.

• Utilizeenergysavinginitiativestoreduceelectricitycosts–useenergysavinglightbulbs,installsolarroofpanelsand uselesspowerfromthegrid.Othersolutionstoconsiderareheatpumps,skylightsinroofsandusingwatercooled artificialairventilationsystems.Evensmallchangeshavebeenproventoprovidesignificantreturnsinthelongsrun, whilehavingapositiveimpactontheenvironment.

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6.6 ExploreGrowthOpportunities:NewChannelstoMarket&Diversification

Successfulretailershaveproventhatbydiversifyinginbothproductrangesandrelatedbusinesses,theyhaveensured sustainability,growthandphenomenalsuccess.

Collaboration with large retailershasprovenverysuccessfulformanyindependents,whosupplyspecialistproductsto largerretailers.Forexample,SpiceMeccasuppliespackagedspicestoPicknPaystoresintheWesternCape;Excellent MeatssuppliesWoolworthsstoresintheEasternandWesternCapewithallhalaalmeatproducts.

Benefitsofthistypeofcollaborationincludereachingawidercustomerbaseandmakingyourbrandandproductsknown. Thisisespeciallyusefulifplanninganexpansioninthenearfutureasbrandrecognitionwouldalreadybeinplace.

Therearetwomajorriskstobeawareof.Firstly,mostmajorretailersoperateona60+dayaccountpaymenttermsand IFRsneedtoensurethattheyhavesufficientresourcestomanagethisstrainontheircashflow.Secondly,largerretailers havespecificqualityandpackagingstandardsthatmustbemet,andthiscouldentailtheprocurementofcapitalequipment aswellascertificationsofcompliancefromapplicableassociations.

Vertical integrationinvolvesbecomingasourceand/ormanufacturerand/orsupplierofyourownspecializedproduct/s. ExcellentMeatshavedonethisexceptionallywell.Notonlydotheyownalivestockfarm,theyalsoowntheabattoir wherethelivestockisprocessed.Coupledwiththis,theyarethemainsupplierofwholelambtomosthalaalbutchersin theWesternCape.Theirbrandhasbecomesynonomouswithqualitythroughtheirfivethrivingretailoutlets.

Theprimarybenefitofthistypeofdiversificationisthatyouwillbeincontrolofthesupplychain.IFRsinterviewedwho haveventuredthisroutetovariousdegreesorlevels,indicatedthatthecurrentwholesalebusinessfarsurpassestheir retailturnover.Themajorriskisthatfacilitiesandinfrastructureiscapitalintensive.

Expand your offering into other industries,likethefoodservicebusinessforexample.GoodHopeMeatssupplySAA withhalaalmeatproductsfortheairline’smuslimmealservice.Whiletherearen’tanybrandingorcustomeracquisition benefits,thesheervolumeofthedemandisenoughtosustainandgrowthebusiness.Again,themajorriskisthatfacilities andinfrastructureiscapitalintensive.

FranchisingasaconcepthasbeenverysuccessfulinSouthAfricawithover550franchisebrandsandcloseto30,000outlets. Foranindependentwithaprofitablebusinessconcept,franchisingmaybetherightvehicletogrowthebusiness.Possible disadvantagesoffranchisingincludelossofcontrol,branderosionandconflictwithfranchisees.Alargefranchisenetwork requirestheappropriateinfrastructuretosupportfranchisees,inordertoensuresuccessandpromotethebrand. Clearlydocumentedprocesses,standardsandoperatingproceduresarecritical.FruitandVegCityusedfranchisingto growitsbusinesstothephenomenalsuccessitistoday,expandingwhatstartedasanIFRbusinesstoanationalbusiness withinternationalrepresentation.

Exploring beyond the borders of South Africaisanotheropportunityforindependentstoincreaseturnoverandexpand itscustomerbaseonaglobalscale.GoodHopeMeatsmanufacturesspecialisthalaalmeatproducts(likesalamis,etc.) whicharecustommadeforthemiddle-easternmarket.Aswithanyotherfoodproductbeingsuppliedonaninternational scale,supplychainandtransportcostsareamajorimplication.Exporterslicensingandlegislatoryrequirementsmustalso beconsidered.

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6.7 Leveraging Government Support AlloftheblackownedIndependentFoodretailerswevisitedindicatedaccesstofinancetobeachallenge,particularly whentheystartedtheirbusinesses.Thesebusinessesarenowtryingtoexpandtheircapacitytobeabletosupply moreproducts(e.g.GoodHopeMeatHyper).ThroughEnterpriseDevelopment,thesebusinessescanaccessfinanceand otherresourceswithouthugecosttothem.Thecurrentbarriertoaccessingthisbenefitisthelackofawarenessof EnterpriseDevelopmentanditsbenefits. Please refer to Appendix F for more on Enterprise Development.

IndependentFoodRetailersshouldensurethattheyareknowledgeableontheBroad-BasedBlackEconomicEmpowerment (B-BBEE)CodesofGoodPracticeframeworkinordertoaccessthebenefitsofEnterpriseDevelopmentfromthebigger businessestheysupplyorthroughGovernment.

BEE(BlackEconomicEmpowerment)isapragmaticgrowthstrategythataimstorealizethecountry’sfullpotentialandis measuredbyuseofascorecardcomprisingofsevenelementswhichare:-

• Ownership • ManagementControl • EmploymentEquity • SkillsDevelopment • PreferentialProcurement • EnterpriseDevelopment • Socio-EconomicDevelopment

BasedonthechallengesthattheIndependentFoodRetailersarefacedwithwewouldfocusonlyoneoftheelementofBEE whichisEnterpriseDevelopment.

Enterprise Development istheprocessofassistingandacceleratingthedevelopment,sustainabilityaswellasfinancialand operationalindependenceofmainlysmallandmicroenterprises.Theprimarybeneficiariesofenterprisedevelopment areenterpriseswhichareEME’s*andQSE’s**thatare50%ormoreblackownedandor30%ormoreblack womanowned. *EME = Exempt Micro Enterprises = companies with < R5M total turnover per annum **QSE = Qualifying Small Enterprises = companies with > R5M but < R35M total turnover per annum

EnterpriseDevelopmentisaninexpensivewaytoimplementBEEbutmanydon’tseeitasanoption.Enterprise Development,wherebigcompaniesofferoperationalassistancetoblackownedenterprises,isnotseenbymanycompanies asawaytoparticipateinBlackEconomicEmpowerment(BEE).Please refer to Appendix G for a detailed introduction to Broad Based Black Economic Empowerment (BBBEE) for further context.

The purpose of Enterprise Developmentistoencouragetheestablishmentandgrowthofblackownedandblackwomen ownedbusinessestoalevelofoperationalandfinancialsustainabilityandprofitability.ThechallengeswhichEnterprise Developmentthereforeseekstoaddressincludethehighfailurerateespeciallyamongblackownedstart-ups,lackofaccess tofinancingandotherbusinesssupport.

Thebenefitofaddressingtheabovementionedchallengesisjobcreation.EnterpriseDevelopmentandentrepreneurship areimportantvehiclesforcreatingsustainablejobs.Job-creationcannotbeattainedwithoutthegrowthofthesmall/ independentbusinesssector.Thiswillonlybemadepossibleifsmall/independentbusinessesareassistedtogrowand developtobecomesustainable,job-creating,enterprises.EnterpriseDevelopmentseekstoensurethatsuchassistance isincentivizedusingtheframeworkoftheBEECodesofGoodPractice.

WithsomeknowledgeandinsightintoEnterpriseDevelopment,Example:GoodHopeMeatHypercanaccessthe financeandotherresourcestheymayrequirefromPick‘Pay,withouthugecosttothem.Thecurrentbarriertoaccessing thisbenefitisthelackofawarenessofEnterpriseDevelopmentanditsbenefits.

TheGovernmenthasrecentlylaunchedaninitiativethroughthestate-ownedNationalEmpowermentFund(NEF)in whichcompaniescannow“buy”creditstowardstheirEnterpriseDevelopmentcompliance.TheNEFhasestablishedan EnterpriseDevelopmentfundtowhichcompaniescancontributetogainenterprisedevelopmentpoints.Independent FoodRetailerscanaccessfinancethroughthisfund.

Furthermore,theCabinetisexpectedtostartdeliberationsonadraftempowermentbillsoon.Thisbillisaimedat renewingtransformationinthemanufacturing,retailandagriculturalsectorsandproposesamendmentstoBlackEconomic Empowerment(BEE)legislation.Italsoseekstospeeduptransformationinthethreetargetedsectors.Onceapprovedby Cabinet,thebillwillbedistributedforpubliccommentsinwhichIFR’swouldhaveanopportunitytoraisetheirchallenges andensurethatthenewbilladdressesthesechallenges.

15

7. SolutionTogether with our research in South Africa, our immersions abroad and our discussions with industry

leaders, we have come up with a solution that will enable IFRs to compete in the changing retail landscape and most importantly, remain sustainable. This will require the IFRs to come together under one umbrella and become a force to be reckoned with.

Introducing “The Independent Food Retailers Association of South Africa” (IFRASA).

IFRASA will deliver the following key benefits:• Help consolidate all information and resources to point IFRs in the right direction. For example,

SETA, DTI, CGCSA.This will directly tackle IFRs perceived lack of governmental support. • The association will help IFR’s explore opportunities in technology, new channels and growth, like supplying larger retailers with specialized product. • By collaborating through size and scale, IFRs will be able to take opportunity in increasing their presence and power. For example, joining a buying consortium to reduce costs, or banding together to negotiate rebates from Eskom. • Facilitate and foster better relations with Government on legislation and other issues relevant to the sector.IFRs could have been involved in the engagement on the recent amendments to Labour legislation and the current draft BEE Bill being deliberated by Cabinet that seeks to accelerate Transformation in the retail sector. The IFRASA provides the platform for engagement on such legislative and other relevant issues. • Be the resource for the capture of data and statistics that is missing in this sector. This information can then be used to assist academia, government and the IFRs themselves to better study and analyze this market, and make informed decisions. • Through collaboration with various stakeholders (eg. government, organized business, etc) IFRASA will assist in addressing socio economic conditions like poverty and green initiatives. • Contribute towards the preservation of the diverse cultures that exist in our various communities by providing specialized product and services. • To ensure that large retailers do not monopolize the industry.

Opportunites(Technology, new channels, new products & services)

Consolidation of information & resources

MinimiseMonopolization

Culture & community value

preservation

Sustain socio-economic conditions

Resource Facility - Data & Statistics

GovernmentEngagement

Collaboration through

Size/Scale

IFRASAIndependent Food Retailer Association of South Africa

16

Structure and Stakeholders: As illustrated in the model below, we envision IFRASA to sit within the structure of the current Retailers Association of South Africa. From this position, the association will represents IFRs in interacting with the various stakeholders as shown, to drive the recommendations proposed in this report and address the challenges IFRs face, to ensure that IFRs not only remain sustainable, but thrive and grow.

Resourcing This association will be resourced through the following: • Possibly annual subscription fees from member IFRs.

• Government can contribute via legislature that forces new global retail entrants to contribute a fee towards the IFRASA.

• Procuring support and skills resources from related associations and bodies.

• Using the association to procure funds by selling advertising space to suppliers via its various channels, e.g. website.

Risks of not forming the association The key risks of not forming this association include:

• Closure and deterrent of more IFRs

• Monopoly by large retailers

• Negative impact on socio-economic conditions: increased unemployment and poverty, breaking down of community cultures, etc

• Reduction of specialized product – less choice for consumers

OrganisedLabour

OrganisedBusiness

GovernmentConsortiums

CategoryAssociations

Accademia

Reta

il As

sociation of South Africa

o

IFRASAIndependent Food Retailer Independent Food Retailer Association of South Africa

17

Bibliography and References 1. SBPAlert:SMMEDevelopmentinSA,August2009 2. RetailTradeIndustry,StatisticsSouthAfrica.ReportNo.62-01-02 3. Whitepaper:ChallengesoftheFuturebyJackStanyon 4. Whitepaper:GEPFoodstuffs–RetailandWholesale(2010) 5. GlobalAgriculturalInformationNetwork2010AnnualRetailFoodSectorReport 6. www.businesspartners.co.za 7. http://southafrica.smetoolkit.org 8. www.kwiksurvey.com 9. www.surveysystem.com 10. Source:Article,TheStar,2ndAug,2011“WalmarteffectonMexicoshowsthetruepriceofbargains” byEtienneVlokandSimonEppel. 11. (McGold,2002:235)(http://www.blackwellreference.com/public/tocnode?id=g9780631233176_chunk_g97814051025).

12. SAConsumerStory-NotSpentYet,BankOfAmericaMerrilLynch,June2011.

13. DepartmentofTradeandIndustry-SouthAfrica’sEconomicTransformation:AStrategyforBroad-BasedBlack EconomicEmpowernment(www.dti.gov.za)

14. DepartmentofTradeandIndustry-CodesofGoodPracticeonBlackEconomicEmpowernment,Government GazetteNo.29617.

15. Wholesale&RetailSETA.

16. RetailAssociationofSouthAfrica.

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APPENDIX A: CUSTOMER SURVEY

19

20

APPENDIX B: CUSTOMER SURVEY RESULTS

21

APPENDIX C: IFR RESEARCH QUESTIONS

1. What are your feelings about the current economic environment and in particular the retail food environment

2. Are you managing as a business to stay sustainable? 3. If yes to the above, what would you name as the key factor / resource for your current status and do you

believe that these will ensure your future success? Location, product, sourcing, price 4. If No to the above, what current challenges are you faced with and what resources or assistance would you

like to have at your disposal? 5. Who are your customers (LSM Group) and do you manage a loyal customer base? 6. Who do you see as your future customers? 7. Who are your competitors and what has been the effect of national chains and now international businesses

(Walmart) on your business? 8. How does legislative changes affect your business and what are the impacts for the future? 9. What are the future plans for your business? 10. What advice would you give to new independent food retailers? 11. What do you think the future food retail environment will look like? 12. What other opportunities do you see in the environment? 13. How do you / will you keep your staff loyal to avoid them going to the opposition? 14. What training is provided? 15. How do you keep the morale up in your business? 16. Do you think that diversifying your business will contribute to success or failure? 17. Is technology affecting your business negatively or positively (SAP etc)? 18. How do you overcome high overheads?

22

APPENDIX C: MECE DECISION TREE

23

APPENDIX D: MECE DECISION TREE

APPENDIX D: SUCCESSFUL RETAILER PROFILES EXCELLENT MEAT MARKET Chief Operating Officer: Abbas Sonday The beginning of excellence. In 1970, Shafie and Sara Sonday opened the doors of their humble meat business for the first time. Today Excellent Meat is a family-owned and long established supplier of quality Halaal products. Wholesalers and retailers nationally experience our passion first hand, a passion that began with a desire to build a well-run company that never compromises on quality. It's all about quality. Our highest priority is that our customers are completely satisfied. So every effort is made to ensure just that. We look to continuously improve on the way we do things. We have a passion for customer service and we employ quality people with the same passion. A skilled technical team keeps up-to-date with what's happening in local and industry developments. We focus on positive long-term partnerships with our customers as well as with our suppliers, who share the same objectives and values of high quality and customer satisfaction that we do. People matter to us. All people. Which is why the wellbeing of our employees and their families is important to us. We are intentional about getting actively involved in the social upliftment of local communities. Because we believe that the true success of a company is proved long after the bottom line is met. The marketplace is constantly evolving and our customers are always looking for innovative new ideas to get more value from their buying budget. A dedicated technical team manages quality and innovation, both areas being of high focus in our company. Our people travel the world in search of new food ideas and consult with industry experts to keep abreast of world trends in flavours, products and packaging. We work with our clients to develop products to suit their customer base. In addition our high technical standards ensure that we deliver only the best.

1. High-tech infrastructure for high quality. We adhere to all industry standards and legislation to deliver the best possible product, safely and hygienically. Our systems and processes are passed through all quality audits and standards of GMP [Good Manufacturing Practice]. Processes are clearly defined, controlled and validated to ensure consistency and compliance. 2. Full traceability for full control. Excellent Meat processes provide full traceability of all meat products through barcodes and other tracking media. Farm-to-fork monitoring means that we can track all movement of product and steps within the process chain. It is possible to identify by precise date and exact location all processes of our product on its way to you, our customer. 3. Totally Quality Management system [TQM]. The objective of TQM is to prevent errors during meat processing, increase customer satisfaction, streamline supply chain management, and constantly keep abreast of new and improved processing equipment. In addition we ensure that Excellent workers have the highest level of training and are constantly being exposed to newness through numerous courses. 4. Excellent cold chain logistics. To extend shelf life and to safeguard the constant quality and hygiene of our meat products, an unbroken cold chain and high performance logistics system is paramount. To further meet this requirement we have our own transport division with a dedicated temperature monitoring system in the truck cargo space. Our own delivery fleet also means that we can offer our customers the benefit of a better turnaround time and ensure continuation of supply. Microbiological testing at critical intervals in the supply chain verifies hygiene and safety.

24

APPENDIX E: SUCCESSFUL RETAILER PROFILES

CHECKOUT SUPERMARKETS The business was founded in 1976 by six (6) brothers (35 years ago). Their bond of unity and their will to succeed drove the Company from strength to strength. They opened Stores until each brother ran his own store. 14 years ago the family entered the corporate world and today the family owned supermarket called “Checkout” boasts 50 Stores. The Checkout brand is the largest independent Supermarket in South Africa Chairman: Haroon Ismail Abdullar (Baboo) Staff Compliment: 2000 Employees Contribution to success of the business

• Family owned • Strong values and ethics • Transparency = good corporate governance • Staff welfare • Social responsibility • Quality / service / savings • Restructuring whilst in recession

Strategy going forward

• Innovation • Faster • Proactiveness • Revamping of stores

Checkouts have aimed their business at LSM 4 – 7 and the communities are predominantly black / Indian / coloured. They have not gone up directly in the areas where the big retailers operate, choosing small communities. About the current and future economy…very positive. Politics are creating a lot of uncertainty. Do not view international retailers as a threat but rather an opportunity. Being a family owned business the Company has the ability to quickly adapt / downsize or change direction. Advice to other IFRs…there is still a lot of opportunities ; manage your costs and expenses ; look to join a buying consortium ie: Shield Group On buying…we have our own buying team, but we used to use the Shield buying consortium when the business was smaller. However, we do 90% of our own buying and still use the consortium to buy 10% for the group. Do you have direct deliveries or central distribution and benefits Central Distribution ; Better prices ; More efficient ; Cost saving ; Better in-stock position ; Better stock management Do you offer on-line shopping ? : Yes Do you offer training to your employees? Yes, these include trainee manager program, stock replenishment, service specialists. Where do you see growth opportunities for your Company Much more in South Africa particularly in Limpopo, North West Province, Eastern Cape and Gauteng. Looking at joint venture in Maputo, Malawi, Mauritius, Saudi Arabia.

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APPENDIX E: THE ENTERPRISE DEVELOPMENT BENEFIT MATRIX

Qualifying contribution type Contribution amount Benefit factor Grant related contributions

Grant contribution Full grant amount 100% Direct cost incurred in supporting enterprise development

Verifiable costs (including both monetary and non-monetary)

100%

Discounts in addition to normal business practices supporting enterprise development

Discount amount (in addition to normal business discount)

100%

Overhead costs incurred in supporting enterprise development

Verifiable costs (including both monetary and non-monetary)

80%

Loans and related contributions Interest free loan with no security requirements supporting enterprise development

Outstanding loan amount 100%

Standard loan to black owned EME and QSE’s

Outstanding loan amount 70%

Standard loan provided to other beneficiary enterprises

Outstanding loan amount 60%

Guarantees provided on behalf of a beneficiary entity

Guarantee amount 3%

Lower interest rate Outstanding loan amount Prime rate- actual rate Equity investments and related contributions

Minority investment in black owned EME and QSE’s

Investment amount 100%

Minority investment in other beneficiary enterprises

Investment amount 80%

Enterprise development investment with lower dividend to financier

Investment amount Dividend rate of ordinary shareholders – actual dividend of

rate contributor Contributions made in the form of human resource capacity

Professional services rendered at no cost and supporting enterprise

development

Commercial hourly rate of professional

80%

Professional services rendered at a discount and supporting enterprise

development

Value of discount based on commercial hourly rate of

professional

80%

Time of employees of Measured entity productively deployed in

assisting beneficiaries

Monthly salary divided by 160 80%

Other contributions Shorter payment periods Percentage of invoiced amount Percentage being 15 days less the

number of days from invoice to payment

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APPENDIX F: THE ENTERPRISE DEVELOPMENT BENEFIT MATRIX

APPENDIX F: INTRODUCTION TO BROAD-BASED BLACK ECONOMIC EMPOWERMENT The Moral Imperative for BEE There are numerous reasons why social and economic change is necessary for South Africa. Morally, it certainly is “the right thing to do”. In 1948, the National Party started a segregation policy that would eventually become infamous world-wide as “apartheid”. The defining feature of apartheid was the use of race to restrict and severely control access of black persons to the economy. Black communities were underdeveloped to ensure that they were, in the main, suppliers of cheap labour. The underdevelopment of black South Africans took the form of a progressive destruction of productive assets - deliberate denial of access to skills and jobs and the undermining of self-employment and entrepreneurship. The impact of this systematic disempowerment not only resulted in a landless black majority with restricted access to skills development, but also deliberately prohibited black people from generating self-employment and entrepreneurship

The apartheid era left a legacy of labour market discrimination and inferior education so accelerated skills and advanced professional skills development is important.

Economic repression led to the expropriation of black property that had not already been expropriated under the Land Act. All of these historical factors should be addressed to create a stable, sustainable economy. The Social Imperative for BEE The top 10% of income earners in SA carry a significant load of the economy. They contribute about 46% towards the consumption of goods and services. Comparatively, in the U.S. and Britain the top 10 % income earners only contribute 31% and 27% respectively towards the consumption of goods and services. Even though apartheid ended in 1994, virtually all of the top 10% income earners are still white – the majority of black South Africans have not experienced the benefits of a true democracy in a financially tangible way. The Gini co-efficient measures the disparity between a few rich elites and the poor majority and reflects the level of social tension. If the Gini co-efficient is too high (an inequality index of 0.593, for example), there is a tendency toward an unstable society, as reflected in high levels of crime, general lawlessness etc. South Africa’s Gini co-efficient in 2011 is 0.578 (www.southernafricareport.com). Sustainable black economic empowerment is expected to grow the black middle class in S.A., thereby stabilizing the country. The Growth Imperative for BEE As a result of South Africa’s history we have high unemployment, about 24% for the fourth quarter of 2010 (www.tradingeconomics.com). It is vital that as much of the population as possible become economically active, contributing to the growth of the economy and sharing in the rewards. This unemployment can only be effectively addressed in a growth environment. While there are the sceptics and cynics, it is possible that transformation can enable growth – in fact sustainable transformation requires growth to succeed.

Transformation is more sustainable in a growth environment as it does not require anyone in the organization to move over and make space for someone else. Rather, the growth requires extra capacity in the company, which employers can ensure is representative of the demographics of the country.

The aim of BBBEE is to ensure that transformation does not just benefit a few black elite but is “broad - based” viz. women, blue collar workers, people from rural areas, young people, people with disabilities and the economically poor. What are we changing to? The objective of BBBEE is to significantly increase the number of black people who manage, own and control the country’s economy, as well as to decrease the income inequalities. This requires elements of human resource development, employment equity, enterprise development, preferential procurement, as well as investment, ownership and control of enterprises and economic assets. Is BEE a cost to the business?

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APPENDIX G: INTRODUCTION TO BROAD-BASED BLACK ECONOMIC EMPOWERNMENT

Most people see the process of empowering the enterprise as coming at a cost and impeding the performance of the business. While this is very true that transformation does have immediate costs associated with it, if it is viewed as just another necessary evil of doing business in South Africa (like death or taxes), it simply will not happen, as a manager’s function is to increase performance and reduce costs. So the first hurdle to transformation starts in the minds of company executives and their employees, as transformation need not only be a ticket to enter the game, but it can also become a ticket to an emerging growth market. So it’s not about increasing performance OR transformation, or even increasing performance AND transformation, but increasing performance BY transformation. Does BEE make business sense? Over the next five to ten years, our country is going to evolve into a nation that will be radically different to the South Africa of today. It will be a country where the emergent black middle class will vote with their money. The companies that will benefit from this will be the companies that understand the moment they are in, that understand the forces that shape the behaviour of their customers and that will lead its employees toward using its resources to create sustainable value to those customers. What is the BEE process?

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The evolution of the BEE Codes The first phase of the BEE Codes of Good Practice focused heavily on rectifying the inequalities in the Ownership component of organisations. At that stage, the mantra was “Equity = Equality” (the “Old” Codes). However, this did not impact the bulk of the population, and the benefits of changing ownership in a corporation did not necessarily mean tangible benefits to the ‘man in the street’. This prompted government to start introducing legislation to move towards a more Broad-Based view (for example, the Employment Equity and Skills Development legislation). The Broad-Based Codes of Good Practice, and the Broad-Based Scorecard, was released for public comment in December 2005 (The “Draft / New” Codes). The finalised Codes and revised targets were gazetted in February 2007 (The “Finalised” Codes). Sector Charters In an attempt to galvanise everyone into action to bridge the “historically-created” gap, government developed an enabling framework (the Codes of Good Practice) to engage with the private sector. This basically gives companies a common vocabulary to debate within industry sectors as to how they can re-invent themselves, to create a stable and sustainable business environment. These industry sector debates should result in Sector Charters, and a shared sense of what that industry can do towards transformation. All Sector Charters have to align with the Broad-Based Codes, to ensure that any company, irrespective of the sector within which they operate, have the same targets. However, it is companies that should seize that debate and translate the intent into a coherent strategy and actions, which challenge all people to start to do. What are the codes of good practice and the BBBEE scorecard? goactice and the BBBEE scorecard? The BEE Codes of Good Practice are a standardised framework for measuring black economic empowerment across all sectors of the economy. A scorecard measures 7 elements contained in the Codes of Good Practice. What are the objectives of the Codes of Good Practice? The intention of the Codes is to encourage businesses to work towards economic growth of all its citizens.

The first phase of the Codes of Good Practice was launched in November 2005. This initial document covers the conceptual framework, the measurement of Ownership and Management Control of businesses as well as interpretations of the individual statements. However, this initial document did not impact the bulk of the population. A more broad based approach was required and this led to the development of the current BEE Codes of Good Practice which were gazetted in February 2007. How does the Scorecard work? Companies can determine their BEE contribution as a score out of 100 points using a system of weighting and targets.

There is enhanced recognition provided for certain categories of black people viz. black women (as mentioned below) black people with disabilities Adjusted Recognition for Gender In certain components of the Codes e.g. Skills Development, Employment Equity and Management Control, we encounter the words “using the adjusted recognition for gender”. This calculation in the Codes has the effect of ensuring that at least half the company’s total skills spend on black people is on black women, or that half the total black learners are black women, or that half the black people being measured in a certain category are black women.

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What does the scorecard look like? The scorecard refers to a weighting of each of the 7 elements as follows:

Code 100 – Ownership This code measures the extent of ownership of business enterprises. There are various categories of ownership provided for by the Codes. Examples of these various categories are: Broad based schemes Employee Ownership schemes Private equity funds Trusts Recognition in the sale of assests Recognition of equity equivalents for multinationals There are different rules applicable to the various categories. Code 200 – Management control This code measures the control of businesses by black people. Management positions include chief executive officer, chief operating officer, chief financial officer, chief information officer, heads of business units, amongst others. Code 300 – Employment Equity This code measures initiatives to achieve employment equity in the workplace i.e. the inclusion of black people in positions other than top management. This code should be aligned to the Employment Equity Act. This code allows for the adjusted recognition for gender for black women in senior to middle management positions. Code 400 – Skills Development This code measures initiatives implemented by employers that are targeted for developing the competencies of black people within an organisation. The intention is to facilitate black people to fully and effectively participate in the economy. The code is aligned to the National Skills Development Act (1998), the National Skills Development Strategy and the Skills Development Levies Act as well as the Employment Equity Act and the Skills Development Act. Code 500 – Preferential Procurement This code measures the extent to which businesses procure (“buy”) from companies which are BBBEE compliant. Code 600 – Enterprise Development This code measures specific initiatives for assisting and accelerating beneficiary entities through expansion of their financial and operational capacity. Code 700 – Socio-Economic Development

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This code measures the extent to which businesses facilitate black people with a means of becoming economically active. Based on these weightings, an enterprise is evaluated on how much they contribute towards economic transformation in the following way:

B-BBEE Status Qualification Procurement recognition R1.00 spent =

Level 1 contributor ≥100 points on the generic scorecard

R1.35

Level 2 contributor ≥ 85 but <100 points R1.25 Level 3 contributor ≥ 75 but < 85 points R1.10 Level 4 contributor ≥ 65 but < 75 points R1.00 Level 5 contributor ≥ 55 but < 65 points 80 c Level 6 contributor ≥ 45 but < 55 points 60 c Level 7 contributor ≥ 40 but < 45 points 50 c Level 8 contributor ≥ 30 but < 40 points 10 c Non-compliant contributor < 30 0 c

EXAMPLE: If I have two suppliers, who can provide me with the same quality product at the same price, one of which is a Level 8 contributor and the other has a score of 44 points, I should rather use the second supplier who has the 44 points, as this puts them at a Level 7, i.e. higher than the other supplier who is at Level 8. The impact of this decision can be seen in the “Procurement Recognition” column. Each contribution level translates into a certain amount of procurement recognition that is given for buying from suppliers who are BEE-compliant. If the amount of my order with the supplier is R 1 000, and I were to spend it with the Level 8 supplier, I would only get R 100 BEE recognition (R100 of the R 1000 [10c for every R1 spent] would earn me points under the Preferential Procurement section of the scorecard). However, if I were to spend it with the Level 7 supplier, I would get R 500 BEE recognition [50c for every R1. The different enterprise sizes In the finalised Codes, three different types of enterprises are identified. They are: Exempted Micro Enterprises (EMEs) Qualifying Small Enterprises (QSEs) Large enterprises

Each of these types of enterprises is defined according to their total annual turnover. The limits are as follows:

Exempted Micro Enterprises have a total annual turnover of less than R 5 million. They are FULLY EXEMPTED from complying with the Codes, and are considered fully empowered. They automatically have a Level 4 Contribution Level and are considered at Level 3 if they are in excess of 50% black ownership or 30% black women owned.

Qualifying Small Enterprises have a total annual turnover of more than R 5 million, but less than R 35 million. They can CHOOSE any four out of the seven elements of the scorecard, and each element is weighted equally at 25%. They can move 1 level up if they are in excess of 50% black ownership or 30% black women owned.

Large enterprises have a total annual turnover of more than R 35 million, and they have to comply with all seven components of the Generic Scorecard.

Exempted Micro Enterprises Any business (sole proprietor, partnership, registered CC or PTY LTD, etc.) that has a total annual turnover of less than R 5 million are FULLY EXEMPTED from complying with the Codes, and are considered fully empowered. This applies irrespective of population group i.e. a white sole proprietor is as fully empowered as a black sole proprietor. Both automatically have a Level 4 status. However, the black sole proprietor will also progress to a Level 3, as his business has black ownership. Even though they are exempted, EMEs must provide documentary evidence of their turnover and black ownership. Qualifying Small Enterprises (QSEs)

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Small enterprises are also expected to contribute towards the transformation of the economy. However, they are not expected to be measured in the same way as large enterprises. Qualifying Small Enterprises can choose to comply with any 4 of the following 7 elements of BBBEE. The 4 chosen elements are equally weighted with 25 points per element.

Element Weighting Ownership 25 points Management control 25 points Employment Equity 25 points Skills Development 25 points Preferential Procurement 25 points Enterprise Development 25 points Socio-Economic Development 25 points

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APPENDIX G: DOCUMENTED IFR INTERVIEWS

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APPENDIX H: DOCUMENTED IFR INTERVIEWS

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35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50