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USER GUIDE - CellarDoorMETRICS

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1. Cellar Door METRICS USER GUIDE www cellardoormetrics com Copyright 2008 Morton Blacketer Online Pty Ltd Printed Jan 2010 This User Guide has been written to accompany the CellarDoorMETRICS system Version 2 3 WHAT IS A CELLAR DOOR What do we mean when we use the term Cellar door We are referring to the place where a winery sells their wine direct to the consumer via a retail store These stores are often onsite or ina nearby town A Cellar door usually provides wine tastings and attracts tourists and wine lovers alike You may know a Cellar door by another name like or simply At CellarDoorMETRICS we call it Cellar door But whatever you call it you can measure your sales performance using CellarDoorMETRICS Contents WHAT IS ACELLAR DOOR ea or Re Gees ee ee ee eie oe de ee 2 TA ING EOOM is n oe ee es N ee De eee eee eee eee 2 WINER FEOUTIGOUE eo Ee Ee E Ee oe Ee Ee Ge GE Ge ER Ge EE Ge 2 WINER YT SHOP ers sies ee no er ee ee gee ee ER Es onge ee ER ee 2 NE ON N RE N OE A N 2 CELLAR EE EE EE OE EE OE N E 2 PITRE HON sees oe EE GEE GE AR Oe EE EG EO Ee EE Ee N EE Re RE 5 Why don you Hnd OUE esse Ds oe Ee ee EG os EE De Oe Ge Ge DE 5 What do you Nave tO doO ees sees ee see ee ee Ee ee ee ee Ee ee ee ee ee ee ee ee ee ee Ee ee ee Ee ee ee ee 5 How do get the most out of CellarDoorMETRICS ee ee ee ee ee 6 About CellarDoorMETRICS ee ee ee ee ee ee Re Re Re
2. ME EE EE ME EE Restaurant ET III TT EN WEN WEN EN WEN 1 HE Accommodation vv N EE EE EE EE EE HE EE 1 11 Data Collection Hotes 1 Botlles unis soid means single bottles of wine Including promotional giveaways but excluding tasting stock 2 Sales Transaction Count is the total number of Pansactions of service merchandise bottles food amp bey sales HMrouon your cellar door 3 Merchandise and produce includes all non wine products Such as lve all Preserves giis merchandise etc 4 Service sales Includes al nom product sales such as tasting charges winery tours etc 5 Celar door food and beverage Includes al food and beverages served In the tasting room This excludes any food and beverages served In a restaurant or caf with a menu 6 Restaurant food and beverages Includes al food and beverages served In a restaurant or caf wih a menu 7 Room nights is the number of rooms occupied not the number of people occupying the rooms Weekly Data Entry After completion of data collection data should be entered weekly al wwa cellartomelrlrs cam Afer data eniy Celano METRICS provides trend analysis for your cellar door and comparative analysis against oiher cellars In your region state and nationally Version 22 May 2008 MOT Copright Motion Giacketer Oude Piy Lic Entering the data each week provides the basis for your performance measurement It is important to Keep up to date with your weekly d
3. Shows you trends in revenue atir numbers and sales per visitor for your cellar door over a timeframe selected by you Click here for a sample My Cellar Door Report for all sales categories The Cellar Door Event List Report shows Cellar door sales or visitor numbers over time while listing events for the selected time period The report enables Cellar doors to identify the impact of events on visitor numbers or sales revenues and compare their results with those Cellar doors in a selected region state or country Selection criteria This report can be run according to the following selection criteria Cellar door Average type Select whether you would like to view your sales revenues or visitor numbers Event category Would you like to view all events or just one type such as public holidays sporting event local regional national event Date range Region state country Click on here to view sample report Open Event Report Shows sales or visitor numbers iver timeframe selected by you alongside a listing of industry events to reveal any possible correlation betWeen the two Click here for a sample Event Report for cellar door sales Click here to view the interpretation notes The Data Export Report will allow you to export all of your data from CellarDoorMETRICS into a CSV Comma Separated Values file This file can then be opened up in Microsoft Excel for further analysis Selection criteria This
4. I get the most out of CellarDoorMETRICS http www cellardoormetrics com Industry Organisation Interpretation Notes INTRODUCTION Is my commercial data safe Logging on the first time M Merchandise amp Produce Sales My Cellar Door Report p Part time employees Payment print invoice Printing Invoices R Register New Client Register your Company REGISTERING AND LOGGING ON Registering Cellar Doors REPORTS Restaurant Room Nights Sales Transaction Count Selection criteria Service Sales Some of the finer details 17 23 17 34 13 27 16 30 25 14 14 40 10 10 16 27 17 17 16 28 17 7 Subscription Summary Report T TASTING ROOM Terms and Conditions Time Out U Update your data each week Updating Revenue User Registration Visitor Count 13 28 10 41 38 12 16 W Weekly Data Entry 19 What currency does the system use 7 What do you have to do 5 What does region mean 7 What Internet browsers support CellarDoorM ETRICS 7 WHAT IS A CELLAR DOOR 2 Why don t you find out 5 Wine Sales 16 WINERY BOUTIQUE WINERY SHOP Z Zero and N A are Different 23 zero 23
5. Login a Register New Client 4 User Guide Terms and Conditions Read the Terms and Conditions carefully and click on Continue to accept Cellar Door METRICS Home Contact Us Data Collection Reports Hints For Success Help FAQs industry Organisations About Us Please Login Terms And Conditions F Home Welcome to the CellarDoorMETRICS registration process Please ensure that you a Login read the terms and conditions before proceeding with the registration 9 Regter Nom Cien The registration process consists of four simple steps 1 Step 1 Terms amp Conditions this page 2 Step 2 Company Details 3 Step 3 User Details 4 Step 4 Subscription Selection 9 User Guide EE Cellar Door Managers should choose the Cellar Door subscription This will allow you certs ja Secrets to enter in your cellar door s performance data and run comparitive reports against aggregated data from other cellar doors in your region Te a Pd of Australian MET innovation a iii AOO National State or Regional Industry Organisations should choose the Industry Organisation subscription This will allow them to run aggregated reports for your area This subscription is subject to approval by the system administrators After completing the registration process your registration will be enabled once t has been reviewed by the administrators You will be notified once this has occurred TERMS amp CONDITIONS Morton Blacketer Online Pty
6. Once you have entered the details in the boxes click on The Company Administrator has full control of the system and can add Cellar Doors and change company information To allow a user to enter in data only have the enabled box ticked MEE HELPFUL HINTS If you run more than one Cellar door you will need to purchase additional Cellar Doors By doing so you will be able to report on and track the performance of all of your Cellar doors using CellarDoorMETRICS After the initial registration process a Cellar Door can be added by following the steps below P Home 9 Log Off 9 User Guide Data Entry Reports Events i Setup 1 Registration Cellar Doors Y Company 2 Subscriptions F Revenue P Users Registration y Invoices P Subscriptions y Terms amp Conditions The following screen appears Ee Tick Cellar Door Subscription Upgrade Subscription Subscription Types Cellar Door This subscription suits wineries companies that provide wine tasting and sales through a cellar door or tasting room facility to clients and tourists This subscription will enable you to Add a cellar door location and record associated services such as wine sales functions accommodation restaurant merchandise and produce sales Update weekly sales and visitor data for this facility and Services Report on your own data to identify trends in your performance Compare yo
7. and presented An incorrect value will skew the data and cause anomalies affecting the integrity of the reports For the It s also important to note that if you do not enter a positive value in Visitors Count you will not be able ta enter values in any other related cells because the system assumes you had no visitors to sell to If you require further clarification please contact us CellarDoorMETRICS enables you to record and track your employee numbers each quarter We will notify you on the login page when this data is due to be entered online The employee numbers relate to how many people you employed in your Cellar Door function room restaurant or accommodation facility on a fulltime part time or casual basis A casual employee is someone who is not entitled to either paid holiday leave or paid sick leave Such workers sometimes receive a percentage loading on their hourly rate in lieu A more common perception is that a casual employee is someone in a job that is short term irregular and uncertain Most employers define full time employees as those who regularly work 35 to 40 hours a week These employees typically are entitled to benefits such as paid sick and vacation leave and insurance coverage Part time employees are any employees who work less than a full time schedule and may receive some benefits The actual number of employees is collected not the hours worked so even if someone only works one hour th
8. ee ee Re ee ee ee ee ee ee 6 Some of the finer delalle is EER ER ER ie ER ie ee ee ee ee T REGISTERING AND LOGGING ON osse ie sies ie ee se Ge Ee De ee se oe Se oe iad be ve ne Ge 8 LOGGING ON the first time iese ee Ee Ee ER Ee Ee ee ee ee ee ee ee ee ee ee ee ee ee ee ee Ge 8 EMONG ie SEEM ee ae ee eee ere ee 8 Kedisier your COMPANY sie sees oe ee ee N ge O 9 Terms and ONG OS EE RE OE EE ER EE EE ee ER Gas ED EE RE Oe IE ee 9 Company RegistratlONn iese ee ee ee Ee Ee Ee Ee EE ER ee EE ee ee ee ee ee ee ee ee ee ee ee ee EE ee ee 10 Leer Reg UA HON ss ss EA EE NS ei ee Ee ie GE 11 SUD SOU AE EE N N 12 si N am tc reece empiric xe ic este heise ra E A A E N 13 Registering Cellar DOOS ccccccccccsccseeceeceeeceeceeceeceeeceeceeeseesaeeseesseeseeseeeseeseeesees 15 ENTERING DA TA eo ie oe ee oe nares ng EE Serna aca bonnes De oe Seva ER Ee oe Ee EE Se ee 18 Weekly Data di N Ge Ge Ge EG ee 18 Zero and N A are Dilleel SEE RE SE DE Ge N Ee 22 Employee RA EE N EE OE N OE EE rs 24 REFORT oes ee ene eo ee ee ee EE Ge RE eee 26 SUMMARY REPON ER N EE N EE N EE N N 21 My Celar Doer REDON sei ne Ee ee ee Ee ei 29 sondae EA OE EE EE OE EE OE EN 29 Data EXDOrt REDON in esse Ee EO DS ee Se en ap Se Ge Ge GE Ee ee ek on eo 30 Els DE EE OE EE EO EE EE EE EE eee 31 Pe es M R EN EE EO 33 Forgotten Password ees ee ee Ee Ee Ee ee Ee Ee ee Ee Ee RE ee ee ee ee ee ee Ee ee ee Ee ee ee ee ee ee ee 33 Adding Deleting HEER RE OR Re ee
9. further exaplanation to help Cellar Door Visitor Count The number of visitors to your Cellar door each day If you have visitors check this box Sales Transaction Count This is the actual purchases made ie if you have 10 visitors to your cellar door but only 1 visitor purchases anything you enter 1 in this Dox Bottles Units Sold How many bottles small large or containers of any size do you sell each day If you sell in bottles or containers from your Cellar door check this box Wine Sales To record your daily wine sales revenues check this box Note Ifa customer purchases wine from the Cellar door for consumption within the restaurant this would be a Cellar door not restaurant sale Conversely if they purchase wine in the restaurant it is a restaurant not Cellar door sale It is important to record the information correctly to ensure that the information is correct for comparisons trend analysis and benchmarking Merchandise amp Produce Sales If you sell branded t shirts bottle openers aprons glasses etc or souvenir products such as local jams cheese or sauces check this box E Service Sales If you charge for wine tastings or tours check this box Food amp Beverage Sales If you sell coffee tea water cheese amp biscuits cakes etc specifically from your Cellar door register to eat at the Cellar door check this box Note this differs to restaurant facilities Functions G
10. report can be run according to the following selection criteria Cellar door Date range Optional Data Export Report Cellar Door Cellar Door 63 Start Date E 3 End Date a2 EVENTS Both Cellar Doors and Industry Organisations registered on CellarDoorMETRICS can enter events into the system Entering all of the events in your region will improve the accuracy and relevance of the Events List Report and enable you to judge the impact of these events on your Cellar door activities Events can be entered under a category and then this is related to reporting For example a national event would include a public holiday as this impact regional tourism and therefore likely visitors to your Cellar door A state event may be a special event like a national football league game A regional event would be a local festival or promotion a Home Click on the heading Events y Log Off i Data Entry P Reports P Events Setup Registration y User Guide The following screen appears Events Country United States e State Province e Region Local Only E Search Name Veme Type StartDate End Date Web Address If you wish to add an event Click on the Add button and the following screen will appear Event Event Name Country State Region Description Venue Category Start Date End Date Information Web Address Other Once all the information has be
11. waa v You will need to Edit your Company Details if for example the phone number changes or email address changes Home y Log Off Data Entry y Reports Click on Setup and a Events Setup Click on Company P Cellar Doors y Company F Revenue y Users Registration y User Guide company Company Name Australia Wines ai Address Line 1 slslslslel Address Line 2 Town slslslal Country Australia 8 iad State New South Wales Post Code 40500 aj Fhone Number 0980898088 t i lt SOSOSCSCS S Fax Number Mobile Number Email Address lkj com au Confirm Email Address i Web Address You can now change any of the company details Once you have made all the changes click on Save EE HELPFUL HINTS If you have lost your invoice and you need it for taxation or accounting purposes you can print the invoice at any time a Home y Log Off t Data Entry Click on Registration Reports y Events J Setup Click on Invoices a Invoices g Subscriptions J Terms amp Conditions a User Guide ee of Australian AT nnaerfian a FiHALI sr 2006 The following screen appears Invoices Number Issued Due Paid Method 1534 12 Dec 2007 09 Jan 2008 Account 1532 11 Dec 2007 08 Jan 2008 Account 1529 10 Dec 2007 07 Jan 2008 Account 10 Dec 2007 Click on the blue invoice no Then use the blue Print nvoice at the top of the page 07 Jan 2008 Acc
12. will be published The site also has appropriate firewalls and controls in place to protect your information Can data be shared between Cellar doors in the one company Yes If your wine company has a number of Cellar doors you can nominate specific Cellar doors to form a closed group for data sharing enabling management to compare performance across the group What does region mean Ideally region refers to your appellation or geographic indicator wine region however to ensure that you have Cellar doors in your area to compare with regions have been expanded to include surrounding areas As more Cellar doors come onto the system we will be able to reduce the region s catchment area to become more representative of your wine appellation For further explanation about the terms used by CellarDoorMETRICS please refer to the Glossary at the back of this manual or to FAQs on the website at www cellardoormetrics com REGISTERING AND LOGGING ON From here on in this manual will provide you with the step by step instructions to follow to set up your company s registration on the CellarDoorMETRICS web portal First of all you will need to register as a client in the system This really is a simple stage and just a matter of following the screen prompts to ensure that you provide the appropriate contact details for your company and staff who will be using the web portal and then setting up
13. DoorMETRICS These may include things like reminders to update your sales and visitor information or advice on new system functionality and benefits If you have other members of the company who will input Cellar door data or run reports they can be added as additional users please see page 32 adding deleting a user So make sure you have your Company Administrator s details ready and fill in the information requested on screen User Registration Title Mr TE Fill in the boxes Given Name Frank Family Name Jones Jnr The boxes marked 5 TE Si Phone Number 1 213 564 56987 with are compulsory Fax Number Mobile Number Email Address Frank jonesjnr com Confirm Email Address Frank jonesjnr com EE 4 F r z i FT dr User Name Frank Jones Your password must Password dk have a minimum of 8 at characters Continue Confirm Press Continue when all the information has been entered Now it is time to choose your subscription type There are two types of subscriptions to choose from Cellar Door or Industry Organisation A winery wishing to track their Cellar door sales and benchmark their performance should choose the Cellar Door subscription If you have more than one Cellar door you add them at this step by selecting Additional Units A wine or tourism industry organization wishing to track regional visitor numbers and aggregate sales register events and benchma
14. Ltd Use of CellarDoorMETRICS 1 DEFINITIONS AND INTERPRETATION 1 1 Definitions Under these Terms amp Conditions unless the context indicates a contrary intention Aggregated Information means aggregated de identified data which is extracted or otherwise derived from not less than three Cellar Doors Cellar Door means any User who offers wine tastings and wine sales from its premises CellarDoorMETRICS means the system of web pages and computer programs operated by MBO and located at either the internet address known as htto www cellardoormetrics com au the internet address known as http www cellardoormetrics com the internet address known as htto www cellardoormetrics biz the internet address known as http www cellardoormetrics co nz the internet address known as http www cellardaaormetrics co the internet address known as http www cellardoormetrics co Click Continue to Accept the Terms and Conditions You will need to provide the name address and contact details for your company the organization that owns the Cellar Door You will need to ensure that you can provide the information relating to the boxes that are highlighted in purple or marked with an asterix below before you begin You will also note that this web page asks for your Company Revenue Company Revenue encompasses your whole company i e the whole enterprise that produces wine not just the Cellar door sales That includes every
15. RICS can empower you with the information you need to track opened on a Thursday how many visitors measure compare and improve your direct to consumer business might I expect to my winery orotate Secrets Simply register on CellarDoorMETRICS and update your sales and visitor numbers What ad of Australian JCT mnovatian online each week Sales are broken down into categories including bottle facilities do they have on site 6 merchandise restaurant accommodation and function sales to capture all the sales information from visitors to your door Reports enable you to drill down into these figures to find out which category brings in the most revenues on which days of the Which events and marketing activities week at different times of the year You ll soon be tracking your own cellar door sales BETAS Ke dee Re IE Teef and be able to compare against others in your region nationally and even performance internationally With increasing pressure on margins direct to consumer sales strategies are Countries online becoming more important than ever Maximize your potential Register now Australia New Zealand UK USA Want to join but your country is not listed Contact us Recommend to a friend Register your Company This begins simply with clicking on the Register New Client menu item and proceeding to read and accept the website s Terms and Conditions Please Login Click on Register New Client T Home y
16. Terms and Conditions entered your company details set up your System Adminsitrator and paid for your subscription You are nearly finished your registration All that is left is to set up the details and facilities provided on site and through your Cellar door You will see in the screen shots on the following pages all of the information you need to provide First off will be the actuall address of your Cellar door and the appropraite contact details Next is checking the boxes to indicate which days your Cellar door trades Note Only check the days your Cellar door is open If you open for a special occasion please refer to Helpful Hints at the back of manual for information on how to record this data You ll then need to go into the details and check the boxes that apply to your Cellar door For example all Cellar doors using the system should check the boxes along side Visitor Count so that they can record the number of visitors to their door If you have a restaurant check the Restaurant Guest Count and Food and Beverage Sales boxes By checking these boxes you will be able to fill in this data each week so this is an important step to ensure that you can record the information you need to track your visitor numbers and sales If you come to enter data down the track and find that you have missed checking the appropriate box you can return to this step to change your Cellar door set up details Here s a
17. ample the Cellar Door is not open on Mondays the grey boxes and no data can be entered in these boxes If the Cellar Door does open for example on a public holiday Monday just check the box below Monday The grey boxes will turn white allowing data to be entered for this Monday this week only When entering your data you will have to think carefully when you enter a zero There are rules that you need to be aware of that impact the way CellarDoorMETRICS calaculates and aggregates the data and entering a zero indicating no sales were made on a day that you were actually closed will skew results We have explained this in detail as follows Close ZERO AND N A ARE DIFFERENT Zero should be entered when the value is actually zero N A should be entered when you do not have a value For example If you are open to trade and have no visitors then recording a zero is a legitimate value Similarly if you receive visitors and make no sales zero is the appropriate figure to enter against sales However if you leave a cell blank an N A will automatically be inserted You would leave a cell blank if you chose to close on a regular trading day i e Christmas Day or products usually available were no longer available for sale Therefore the correct reporting value is Not Available because there is no value ta report This distinction is important because it affects the way the reports are aggregated
18. ar doors that have a similar turnover for my tourism area for my country or internationally Me How is my relative performance going Am I staying ahead of the pack or am I falling behind Is my Cellar door a STAR PERFORMER or is it an ALSO RAN And with a few weeks data under your belt you ll be able to see trends pick holes identify opportunities and really make some decisions to improve your performance To get the most out of your CellarDoorMETRICS subscription here are a few extra tips 1 Update your data each week You can gain a lot from CellarDoorMETRICS just by updating your Cellar door sales and visitor data each week This not only ensures that your data is up to date but saves you time in the long run By taking five to ten minutes to logon each week to update your information you ll be ready to access your latest sales information at any time and will therefore get more meaningful reports when comparing your sales effort 2 Get your neighbors involved To improve your Cellar door business at a local level you really need to be able to compare with other providers in your region so get your neighbors involved When Cellar doors down the road are also entering their sales and visitor data you will see how your visitor numbers compare Are you attracting your fair share How does your average sale compare with your region s average The answers to these questions will help you to identify opportun
19. ata collection and update it online for you to gain the full potential from this system Also entering the data weekly will only take around ten minutes but if you leave it for four weeks you ll have a forty minute job to do From our experience we have found most of our users enter the data on a Monday morning for the previous week Here is an example of why weekly data entry is important Assume your region runs an event on the weekend and only 4 of the 10 registered Cellar doors enter their data on Monday with the other 6 enter their data in 5 weeks time The Industry Organisation for your area runs a report to see how the event went two weeks after the event and the figures show the event was unsuccessful The other Cellar Doors then enter their data and it shows the event was successful When Cellar Doors keep their data for up to six weeks before entering it it creates false reports as in this scenario Home Click on the heading Data P Log OF Entry then Data Entry click on the heading Weekly P Weekly Data Data y Employee Data 4 Reports a Events Setup i Registration 4 User Guide The following screen appears Weekly Data If you have more than one l Cellar door you can click a dee ad on the down arrow and Week Beginning Data Recorded Can Modify select the Cellar door you wish to enter data for 10 Dec 2007 Yes Yes Click on the date you wish to enter data Data can only be recorded f
20. cription suits associations and organisations with a wine tourism responsibility for less than 400 wineries This subscription will enable you to Enter events such as festivals carnivals public holidays and sporting events that may impact visitor numbers to your region Collect winery cellar door employment data Report on aggregate wine related sales and visitor numbers collected from cellar doors in your region Review the impact of events on wine related sales and visitor numbers Compare statistics from cellar doors in your region with others at a regional state national or international level Note Industry organisation registrations are approved by CellarDoorMETRICS administration ME E Industry Organisation lt 1000 Wineries This subscription suits associations and organisations with a wine tourism responsibility for less than 1000 wineries E Industry Organisation lt 3000 Wineries This subscription suits associations and organisations with a wine tourism responsibility for less than 3000 wineries al Industry Organisation lt 6000 Wineries This subscription suits associations and organisations with a wine tourism responsibility for less than 6000 wineries Press Continue E Industry Organisation 6000 Wineries when all the This subscription suits associations and organisations with a wine information has tourism responsibility for 6000 or more wineries been entered NOTE Ch
21. ee ee DE EE 34 iN AEGP TING eo ee es GE Ee SE Re ee sre ee Ee OR Ro Ge WER ER 35 Addinga Cellar DOOP ss od SE aru E ee Ge Ee 35 HELPEUL sesse ee ee ie ee Ee eo ee ee ed eee Ee 37 updating REVERSE tenia tense ee N Sa OE De ee ee Do ea EE ee NE 37 HELPFUL HINTS ooie esse ies di Ds ee ee oi os ee is ee ei es di 38 Editing COMPANY D tailS sie EES De N We EG Ge TESE ER EE EK EE De 38 HELPFOL FANT ss is ee ee ee ee n oi ee EE 39 Fe GIVEN HVOlEES se RE ee ee Ee E ee EE Ee 39 me lO RINTE oie eee ee ee ee ee eer 40 TE OU EE N N EE OE NE DEE RE ONE ENE OE EDE ONE 40 INTRODUCTION So your Cellar door appears to be doing well But have you ever wondered how well Have you ever wondered if you attract as many visitors as the next guy down the road and do they spend as much when they do visit Maybe you re a star performer or maybe you re not CellarDOOrMETRICS is an international benchmarking program that enables you to track the performance of your Cellar door and other wine tourism facilities like winery tour produce restaurant function and accommodation sales By recording your visitor numbers and sales revenues you can report on trends and compare your results with other Cellar doors in your region country or around the world Reading this manual is a great start Being familiar with the terminology and goals of the site will help too so keep on reading this introduction and then follow the step by step instructions pr
22. en added press Save To view details about the event click on the event in blue Click on the event and this will give you information regarding the event Events Country Australia State Region Local Only al Name Venue Adelaide WOMADelaide Botanic Park Adelaide Bank Festival of Arts Adelaide Adelaide Fringe Adelaide Beachport Festival bt the Sea 5008 Beachport Clipsal 500 Adelaide Adelaide Middleton Jazz Festival Middleton Taste the Limestone Coast Limestone Festiwal Coast Burra Jazz in the Monster Mine Monster Mine Adelaide Plains Cup Festival Adelaide Plains Fort Broughton Ales Sails and Scales Festival Sailing and Boat Club Type State State State Regional State Regional Regional Regional Regional Regional Start Date OF Mar 2008 29 Feb 2008 22 Feb 2008 22 Feb 2008 21 Feb 2008 16 Feb 2008 08 Feb 2008 02 Feb 2008 01 Feb 2008 27 lan 2006 End Date 09 Mar 2008 19 Mar 2008 16 Mar 2008 24 Feb 2008 24 Feb 2008 17 Feb 2008 10 Feb 2008 02 Feb 2008 02 Mar 2006 Z7 Jan 2008 Fill in the boxes marked with an Web Address Not Available Not Available Not Available Not Available Not Available Not Available Not Available Not Available Not Available Not Available HELPFUL HINTS If you have forgotten your password follow these steps Click on Login a Register New Client y User Guide F riait JOOS The following screen appear
23. ey are calculated as a count of 1 Frank Jones Jnr US Cellar Door y Home 9 Log Off Ja EL Click on the heading Data weekly Data Entry then click on the heading Employee Data y Employee Data a Reports P Events t Setup 9 Cellar Doors Company F Revenue y Users Registration y User Guide e O uat 2006 MEE The following screen appears Employee Data Entry Cellar Door F AW Quarter Beginning lt 01 Oct 2007 ES Numbers Cellar Door Casual Enter the number of people Full Time employed over the last quarter Full Time Equivalent Part Time Mm mom LI M Functions Casual Full Time Full Time Equivalent Part Time Once the data has been entered click on REPORTS Now that you have entered your data online you can run a whole range of reports to track your own performance and compare against others There are a number of reports available to your Cellar Door and a brief explanation is provided in this manual with more detail available online In fact when you are logged on you should click on the Sample Report link to review what each report looks like and the information it provides Each report also is linked to a set of Interpretation Notes It s a good idea to read through these notes just to get a handle on how information is aggregated averaged and presented To do this logon click on Reports choose a report and then proceed as follows Then
24. for comparison if you wish Date range You can compare for one day a week ten days months the choice is yours You may wish to select a period that represents when a special event or a marketing campaign was held Operational days Select one or multiple days of the week You may only like to compare your results with others that are open on a Saturday and Sunday or you may choose the whole week Me Region state country Select the areas you wish to compare with Summary Report Cellar Door Revenue Range Select the criteria in the drop Start Date Son boxes Fed mees Ma A PMT Th EF poem eae lelike Regional Regional Country United States sd VAL ustralia New Zealand ls State Alabama Region Southern USA Back Open Click on Open and a pdf of the report will appear You can save this to your own computer to review later or print it out My Cellar Door Report enables you to look at your own data to view trends in sales revenues bottles sold visitor numbers and average sale per visitor etc over a period of time Selection screen This report can be run according to the following selection criteria some of which were explained in the last section Cellar door Facility You can view information for all of your facilities Cellar door functions restaurant accommodation or all of them Date range Click on here to view sample report My Cellar Door Report
25. headings available for al Tia Es Ea below the day of the E E week and this will Mon A Fol el dele PEE open the field for are the ones Visitors Count entry selected in Sales Transaction Count the Cellar Bottles Units Sold ee EE HEEN EEN door regis Wine sales AUD mm IN tration If oe dd Guest Count 2 ce OUa a y Food amp Beverage Sales AUD restaurant to your Cellar Data can only door You will To enable or disable facilities and categories click here to go to your cellar door setup be entered in need to go Data Collection Notes the white boxes to the Cellar 1 Bottes units sold means single bottles of wine including promotional giveaways but excluding tasting stock Door set u 2 Merchandise and produce includes all non wine products such as olive oil preserves gifts merchandise etc p 3 Service sales includes all non product sales such as tasting charges winery tours etc page and 4 Cellar door food and beverage includes all food and beverages served in the tasting room This excludes any food and beverages served in a designated restaurant or caf tick 5 Restaurant food and beverage includes all food and beverages served in a designated restaurant or caf 6 Room nights is the number of rooms occupied not the number of people occupying the rooms Restaurant Once you have entered all your data click on In this ex
26. ities to improve your business 3 Get your local wine tourism organization involved CellarDoorMETRICS can provide your local wine industry tourism organization with tools to drive implementation of the system in your region The more Cellar doors using the system the better the information and the more benefit all users will derive CellarDOOrMETRICS is an online cellar door benchmarking tool developed by Morton Blacketer and the Winemakers Federation of Australia Australia s peak wine industry body with the cooperation of the Australian State and National Tourism Organizations to analyze the performance of Australia s cellar doors and create national benchmarks The program was trialed by the Australian wine industry before being launched internationally To find out more about the Australian pilot visit www cellardoormetrics com au or www wfa org au CDM htm Our clients include small winery Cellar doors right up to major international wine corporations along with regional and national tourism and wine industry organizations Morton Blacketer Online Pty Ltd is a leading provider of online wine industry agri business and benchmarking web portals In 2004 the company launched VineAccess www vineaccess com a web portal for the sharing of food safety and crop data between winegrape growers and their winery customers In 2006 the company launched CellarDoorMETRICS Find out more about Morton Blacketer at www mortonblacketer c
27. om au ME What Internet browsers support CellarDoorMETRICS CellarDoorMETRICS is written specifically to support Microsoft Internet Explorer and Mozilla Firefox for versions supported please refer to Help Both of these browsers are able to be downloaded to any computer free of charge from the Internet What currency does the system use Although you pay for CellarDoorMETRICS in Australian dollars you record your sales data in your local currency so if you are from the United States of America you enter your sales in US Dollars New Zealand users enter New Zealand Dollars South African users enter the Rand Europeans the Euro Australians enter Australian Dollars etc When you run a report to compare your Cellar door performance with Cellar doors internationally the system will automatically convert international sales reported into your local currency using the current days exchange rate Is my commercial data safe Yes Each organization registers online for secure access to the CellarDoorMETRICS portal and their own sales and visitor data During the registration process you will nominate a User Name and Password please keep these confidential Reports provide aggregated information The information is aggregated into groups of three or more Cellar doors so you can t just subtract your data to find out the exact sales of another Cellar door If less than three Cellar doors have entered data then no results
28. osing a subscription type automatically gives you one unit at the given price Additional units are added on top of that You can pay for your CellarDoorMETRICS subscription online using your credit card Payments will be deducted from your credit card account monthly in advance for as long as you wish to use the system Don t forget to print out your invoice by pressing on the blue print invoice button It s not a major problem if you do forget as you can print out an invoice at any time by logging on to the web portal and following the steps provided on page 37 of this manual Payments Please print Invoice Print Invoice Morton Blacketer Online Pty Ltd Invoice Number 1546 First Floor 153 Greenhill Road Parkside SA 5063 Australia Ph 61 8 8357 9500 Fax 61 6 635 9400 ABN 76 090 378 724 Email info mortonblacketer com au Web www mortonblacketer com au Attention US Cellar Door Item Cost ix 2008 Cellar Door Registration 01 Jan 2008 to 31 Dec 2008 AUD 720 00 Total Ex Tax AUD 720 00 Tax AUD 0 00 Total Inc Tax AUDS 720 00 Terms Payable within 30 days Any discount may have additional terms outlined above This invoice will be billed in monthly installments of AUDS 60 00 Pay Online Card Type Visa m Card Number EE EE Enter your credit card details and click Pay Online Card Holder Name Expiry Month Expiry Year Pay Online OK now you have accepted the website s
29. ount Invoice Print Invoice Morton Blacketer Online Pty Ltd Invoice Number 1546 First Floor 153 Greenhill Raad iN HELPFUL HINTS The system automatically times out after 20 minutes under the following circumstances e If you haven t clicked on the save button If you get interrupted during your data entry follow the steps below e Tab through the cells you have not entered data and press save e You can then enter the rest of your data at a later time following the steps on page 21 INDEX A About CellarDoorMETRICS 6 Accommodation 17 Accommodation Sales 17 Adding a Cellar Door 36 Adding Deleting a User 35 Additional Units 13 B benchmarking tool 6 Bottles Units Sold 16 C Can data be shared between Cellar doors in the one company 7 Can Modify 21 casual employee 25 CAVE 2 CELLAR 2 Cellar Door 13 Cellar door 2 Company Administrator 12 Company Registration 11 Company Revenue 11 Contents 3 currency D Data Collection Form 19 Data Export Report 31 Data Recorded 21 days your Cellar door trades 16 E Editing Company Details 39 Employee Data 25 employee numbers 25 Entering the system 8 Event Report 30 EVENTS 32 F Food amp Beverage Sales 17 Food amp Beverage Sales 17 Forgotten Password 34 full time employees 25 Function Sales 17 Me Functions G Get your local wine tourism organization involved Get your neighbors involved grey boxes Guest Count HELPFUL HINTS How do
30. ovided in this manual to set up your subscription on CellarDoorMETRICS You will be guided through how to register on the CellarDoorMETRICS website This involves providing your company and contact details You can then create a secure logon for each user of the system and set up your Cellar door information Then it is simply a matter of logging on each week to update your secure registration with your visitor numbers bottles sold and sales revenues for your Cellar door and any restaurant accommodation and function facilities you may have There is a Weekly Data Collection Form to help collect all of these details You can also record special events marketing campaigns and then report on the impact of these on sales and visitor levels And from the moment you have entered your first week s information you can run reports to get the answers to those questions that have been bugging you for some time like How many visitors come to my Cellar door each day that we trade How much does each visitor soend when they are here How much do they spend on wine merchandise service Cellar door food and beverage restaurant food and beverage and accommodation How many visitors do we have at functions How much does each function visitor spend How do each of these numbers compare with the average for all Cellar doors for my tourism region my country or internationally How do each of these numbers compare with the average for Cell
31. rk performance should select the Industry Organisation subscription This subscription type is provided based on the number of wineries in your region E g if you have 600 wineries in your region you will select the second level An industry organization with less than 1 000 wineries in their region More information about the subscription types can be found online at www cellardoormetrics com Tick the Cellar Door Subscription Registration TN Subscription Types l Cellar Door This subscription suits wineries companies that provide wine tasting and sales through a cellar door or tasting room facility to clients and tourists This subscription will enable you to Add a cellar door location and record associated services such as wine sales functions accommodation restaurant merchandise and produce sales Update weekly sales and visitor data for this facility and Services Report on your own data to identify trends in your performance Compare your own data against other cellar doors at If you have more than regional state national or international level one Cellar Door you Note If your company has multiple cellar door locations the be added to under your company s subscription to enable coj Can purchase of all company owned sites additional units here Annual Cost Per Unit AUD 720 00 Additional Units DO E Industry Organisation lt 400 Wineries This subs
32. rom the date you sign on to the system Please see the next page for explanations on Data Recorded and Can Modify MEE When you have been a member of CellarDoorMETRICS for some time the screen will appear as below Weekly Data Cellar Door Week Beginning 10 Dec 2007 03 Dec 2007 26 Now 2007 19 Now 2007 12 Now 2007 05 Now 2007 29 Oct 2007 22 Oct 2007 15 Oct 2007 08 Oct 2007 Ly Irs 5 MB Cellar Door Data Recorded Na Na Na Can Modify Yes Yes Yes Yes Yes Yes Yes No No NB Under the Data Recorded heading you can easily ascertain if you have entered data If data has been recorded the column will have yes If no data has been recorded the column is as above no You are able to modify data for eight weeks after this date the data is locked and unable to be edited This is to stop people from holding data for months and then entering as it will skew Statistics If you have entered data and you wish to change that data because you realize that you have made a mistake Click on the date you made the mistake make the necessary changes and click on Save at the end of the page This is explained further on the following screen shot Weekly Data Entry Download the Weekly Data Collection Form PDE or Excel If you trade on a day Cellar Door gg cellar door you do not usually The Week Beginning 16 May 2008 trade on tick the box
33. run a report a Home Click on Reports T Log Off Data Entry P Reports P Events Setup Registration a User Guide The following screen appears Select the report you wish to view by clicking on Click on here to look at an To view a sample report follow the step below example of the report or to view interpretation notes CED Summary Report Provides data for your owec llar door restaurant or accommodation as well as comparative data for your region state or country asawWhole over a timeframe selected by you Click her for a sample Summary Report for a cellar door Click here to view the interpretation notes MEE Reports Aggregated reports are produced from a reporting database which is refreshed re aggregated periodically Data aggregation occurs periodically due to complexity and the amount of processing time required generate the aggregated data Click here to view the interpretation notes for the aggregation process Open Summary Report Provides data for your own cellar door restaurant or accommodation as well as comparative data for your region state or country as a whole over a timeframe selected by you Click here for a sample Summary Report for a cellar door Click here to view the interpretation notes Open My Cellar Door Report Shows you trends in revenue visitor numbers and sales per visitor for your cellar door over a timeframe selected by you Click here for a
34. s Type in your User Name and your password will be emailed to you Forgotten Password Back Continue NOTE New passwords are sent via the user s nominated email address There may be a short delay before receiving your new password User Name If you have forgotten your User Name please email the support line and your User Name can be sent to you This may take up to 24 hours You would need to add a user if a new Cellar Door Manager starts or if you wish more Staff to have access to read reports and update weekly data Red Shiraz gaits Users Australia Wines Family Name Given Name Phone Number Mobile Number Email Address 9 Home Shiraz Red 456456 Not Available MRS AustralianWines com au 9 Log Off 9 User Guide 3 Click on Add Data Entry 1 Reports 1 Events Setup 9 Cellar Doors 9 Company 9 Revenue Users Registration The above screen appears when you click on Users The screen below appears when you click on Add User Title Given Name l Fill in the boxes marked with an Family Name j kI Fhone Number 5 Fax Number Mobile Number Email Address i If staff leave the company and Confirm Email Address they do not need access to the User Name system make sure their boxes Hide are blank ie un tick their use Confirm This will disable their registration and they will not be able to logon to your company s registration Company Administrator 7 Enabled F
35. sample My Cellar Door Report for all sales categories CIT Event Report Shows sales or visitor numbers over timeframe selected by you alongside a listing of industry events to reveal any possible correlation between the two Click here for a sample Event Report for cellar door sales Click here to view the interpretation notes Open My Employment Report Records your staff profile numbers of full time part time casual etc for your business over timeframe selected by you Open Summary Employment Report Shows the summary of staff profile numbers of full time part time casual etc specific to your search criteria eg across a region state or nationally for selected date range Open Data Export Report This report enables you to see how the performance of your Cellar door compares with others You can select any region in any country or a whole country s data to compare your results Selection criteria The selection criteria for the Cellar Door Summary Report provide a powerful tool for Cellar doors to pinpoint and target business opportunities This report can be run according to the following criteria Cellar door If you have more than one Cellar door select which one you would like to view data from Revenue range This will default to the revenue range that your Cellar door falls within that is derived from the Company Revenue figure you entered during set up You can select another revenue category
36. ten minutes each week to update their data online To collect the data CellarDoorMETRICS provides is a Data Collection Form which you can download from the website just click on the Data downloaded as a pdf or excel spreadsheet TM Cellar Door METRICS Home Contact Us Data Collection Reports Hints For Success Help FAQs Industry Organisations About Us Please Login H 3 Have you ever wondered what kind of Answer these questions to keep more 2 profits at your winery Home revenues other wineries are generating 2 iow ch money y visitors spend Login through their cellar door oe E EROT OTE E Regi New Client visitors do I have each week i 9 Register New Clien We re sure you have In fact that s the major reason why our clients subscribe to CellarDoorMETRICS Which days are they 9 User Guide open Whether your sales outlet is called a tasting room wine cellar or cellar door If I CellarDoorMETRICS can empower you with the information you need to track opened on a Thursday how many visitors Maariira oComn are and imnrIa wor direart tn canciimer hi icineace A sample of the form is on the next page Cella Door HE E OE as Form www cellandoormetics com MeEILRIGS Cellar Door Name Week Beginning Monday Cellar Door Tues Wed Total weeg tf IT SE Ese ss III ET _ _ ss esse Fe EE Functions asa ft ft ft tf T edele
37. the scope of your Cellar door restaurant function and accommodation facilities On the second and subsequent times you enter the system you will need to identify yourself using the username and password you have chosen during the initial setup There are five stages in this process Accept the Terms and Conditions Register your company Register the main person who will administer the program Payment by monthly credit card installments Setting up your Cellar door details address days open etc N RM 1 To enter the CellarDoorMETRICS system you will need to open a Web browser and type the following address into your browser 2 Enter http www cellardoormetrics com in your browser address line 3 This will display the CellarDoorMETRICS Home screen TM Cellar Door METRICS Home Contact Us Data Collection Reports Hints For Success Help FAQs Industry Organisations About Us Please Login H T g Have you ever wondered what kind of Answer these questions to keep more z 2 profits at your winery 9 Home revenues other wineries are generating f ow c one y visitors spend Login through their cellar door EE ar ee EA visitors do I have each week 9 Register New Client We re sure you have In fact that s the major reason why our clients subscribe to 9 U Guid CellarDoorMETRICS Which days are they ser Guide open Whether your sales outlet is called a tasting room wine cellar or cellar door If I CellarDoorMET
38. thing from distributor to mail order export and restaurant trade sales etc You should provide an approximate figure to the closest 100 000 is good enough This is needed as CellarDoorMETRICS enables you to compare your Cellar door with other Cellar doors that fall within the same revenue category when you run reports You can by the way compare with all Cellar doors regardless of Company Revenue Categorizing by Company Revenue provides an idea of how company resources may impact Cellar door sales e Fill in the boxes Company Registration Company Name Street Address 1 Street Address 2 The boxes marked with Town f City kI ji are compulsory Country State Province Post Zip Code Phone Number Fax Number Mobile Number Input Company revenue Email Address as follows 100000 00 NB Do not use commas Confirm Email Address Web Address Company Revenue Continue Press Continue when all the information has been entered It is best to select someone within your organization to look after your CellarDoorMETRICS account We call them your Company Administrator This person will have the authority to access all levels of information you input to the web portal including the ability to add or deactivate users add Cellar doors and change any information relating to your Company They will also receive all notifications from Cellar
39. tors Count Number of visitors 27 May 2008 14 19 33 Cellar Door Sales Transaction Count Number of sales made by visitors 27 May 2008 14 19 33 Cellar Door Bottles Units Sold Total number of bottles units of wine sold 27 May 2008 14 19 33 Ww Cellar Door Wine Sales Total wine sales through cellar door 7 Please Merchandise amp Produce Cellar Door Gales Total merchandise and produce sold Cellar Door Service Sales Service sold amount E tick the Cellar Door Food amp Beverage Sales Total cellar door food amp beverage sold boxes Functions Guest Count Total number of people attending the function wh ich Functions Function Sales Weddings private functions etc sales amount E relate to Restaurant Guest Count Number of restaurant guests E your Restaurant Food amp Beverage Sales Total restaurant cafe cafe platters Cellar Accommodation Room Nights Total number of rooms sold Door Accommodation Accommodation Sales Total accommodation sales amount NOTE Please enable facilitie sad categories which are in use Click on Save Congratulations you have now registered your Cellar door The next step is learning how to record and enter your sales and visitor data online ENTERING DATA VAS P F at E kha In this section of the manual we explain how to collect and record online all of the data relating to your Cellar door setup that you have just completed We ve checked with other subscribers and this task takes around
40. uest Count If you provide private functions conference party wedding facilities etc check this box to record the number of people that attend functions each day Function Sales Check this box to record sales revenues from your functions Restaurant Guest Count If you also run a restaurant you can record the number of restaurant guests each day by checking this box Food amp Beverage Sales By checking this box you can record the sales revenues from food and beverages consumed within your restaurant not at your Cellar door Accommodation Room Nights If you provide accommodation at your venue check this box to enable this data to be recorded Room nights equates to the number of nights you have your rooms full ie if you have 6 rooms and only 3 are full for 3 nights this is calculated as 9 nights Accommodation Sales Check this box to record the revenues from room nights sold Cellar Door Cellar Door Name EE Street Address 1 ls Street Address 2 EE Fill in the boxes Town City Oe Country New Zealand si The boxes marked with are State Province ae com pulsory Tourism Region Wine Region Post Zip Code Phone Number NE Fax Number EE Mobile Number Email Address P Confirm Email Address Web Address Manager r Tick the days your Cellar Door is Operational Days F open ii Facility Name Category Name Description Date Changed Enabled Cellar Door Visi
41. ur own data against other cellar doors at a regional state national or international level Note If your company has multiple cellar door locations these can be added to under your company s subscription to enable comparison of all company owned sites Annual Cost Per Unit AUD 720 00 Additional Units Continue NOTE Choosing a subscription type automatically gives you one unit at the given price Additional units are added on top of that Follow the payment options under the Registration process on page 12 After payment you will need to set up the new Cellar Door as on page 14 HELPFUL HINTS Each year you will need to update your company revenue The system prompts you to update your company revenue each December If you company revenue changes this may place you in a different bracket for comparison with other Cellar doors P Home y Log Off Data Entry y Reports 9 Events Click on Setup i Setup 9 Cellar Doors Click on Revenue y Company F Revenue y Users Registration a User Guide The following screen appears Revenue Click the Add button ear Value 2007 AUD 1000000 00 On the next screen select the right year and type in your company revenue Please enter TEEL any values without Revenue Year 2007 Company Revenue 12000000 00 Once you have entered the date and revenue click on save HELPFUL HINTS te ia arnan Dataila Editing Company Details

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