The agency, Tea Building, 56 Shoreditch High Street, London E1 6PQ T 020 7749 5500 F 020 7749 5501

W thisisbd.com

Statement of Work
Client: Project Name: Version: The client partner 1.0 Date: By: Job No: Deji Odulate CB0061

Mandeep Masutay (MC), Helen Bone (MC), Paul Ford (BD), Stakeholders: Lisa Frykman (BD), Richard Hyde (BD), Chris Tomlinson (BD), Stuart Curran (BD)

CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch

Background & Description

Online grocery is growing fast and The client partner is putting online shopping at the heart of its business plan. Beer shopping, online and offline, is currently seen as a commodity shop with limited engagement. The first step in changing this for The client partner was online in the form of The Brewhouse. This is a great achievement, however our proposed content was diluted and the real key challenge is to turn the current information / content into rate of sale driving activity which also engages beer shoppers. The purpose of this project is to get a range of shoppers to shop the Brewhouse on The client partner.co.uk by facilitating a simple yet engaging beer shopping experience. This part of the project follows on from the concepting work produced for The client partner Brewhouse Phase 2, Part 1 Statement of Work (The client partner presentation), dated 5th July 2010. This project will be launched in 2 phases, one Mid OF MONTH 2 2010 and the second TBC in 2011. Certain elements from Part 1 (The client partner presentation) of the project will be developed and implemented which forms this Statement of Work.

Scope Statement
The scope of work includes the production of the concepts developed in Part 1 of the project: Revised wireframes This will be updated to reflect the Phase 1 launch Revised designs this will include World Beers, Ales and Stouts, Lagers, Beer and Food, Occasions and Special offers as well as the elements within each section for Phase 1 launch Functionality to Add to basket on all products feature in the Brewhouse Editorial content for all relevant sections Images creation and purchasing (to manage costs of this, imagery will be sourced from low cost libraries such as iStockphoto or Shutterstock) Website build Front end development,, widgets build, back end implementation, CMS build, uploading content and The client partner tracking implementation

CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch Analytics Google Analytics implementation, accessible from The agency account Hosting THE AGENCYwill host The Brewhouse site which will be fed into an iFrame within the The client partner main website. Hosting will be managed on an annual contract. The agency will review the load on the server frequently, and if traffic exceeds expectation, hosting cost could potentially be increased. QA Email design and build there will be 2 emails, one for The client partner users and one for The Client. These will be deployed once the website is launched Banners These will sit within The client partner.co.uk, formats and specifications TBC by The client partner Project Management

The scope of work does not include: Rounds of amends beyond those scoped. Any additional rounds of amends will be raised as a Change Request. Video production (The Brewmaster introduction, World beers, Ales and stouts, Lagers) Video production will be covered in a separate Statement of Work. Perfect pour will also be included but will be provided by The Client. Product management Product details, descriptions, prices, special offers and imagery will be maintained by The client partner Phase 2 elements The Brewhouse tours section and videos (under ales & stouts and lagers), Cooking videos (under beer & food), Weather widget and Football fixtures (under occasions) plus further content such as additional Brewmaster videos, recipes and future events. These items will be covered in a separate Statement of work. Email deployment This will be managed by The client partner and Cheetah Mail Banner placement or tracking this will not be implemented or monitored by The agency

CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch Management of content and products outside of The Brewhouse Cross-sell products and recipe ingredient products will be maintained by The client partner Management of third party suppliers The agency are not responsible for managing feedback or deliverables from 3rd party suppliers such as other brewers. The agency will, however, communicate with The client partner throughout the project lifecycle where necessary. Editing of content provided by third party suppliers Content, videos and assets will not be edited by The agency, resizing of images are included, but content creation or video post production are not. Media spend and evaluation Costs for banner placements within The client partner.co.uk are not included and no tracking or evaluation have been included.

Definition of Deliverables
This Definition of Deliverables outlines in detail what The agency will deliver for the project. Final deliverables will include:

Deliverables Wireframes

Description Wireframes will be updated to reflect pages and content delivered for Phase 1 launch. A wireframe of how The client partner product pages can link back to The Brewhouse will also be included.

Design

Revised designs will be created to reflect the pages delivered for Phase 1 launch. These pages include: 1. The Brewhouse homepage 2. Video library overlay 3. World beers section 4. Ales and stouts section 5. Lagers 6. Beer and food 7. Recipe overlay

CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch
8. Occasions 9. Special offers 10. The client partner product page link to The Brewhouse 11. Email x2 12. Banners Assets From the designs, assets will need to be created or purchased, these will include: 1. The Brewhouse logo 2. Stock photography for the following elements: Homepage hero panel, The Brewmaster, Beer with food/meal, Occasions, Cooking, World beers, Ales and stouts, Lagers and types, World map, Events, Tasting notes, Recipes 3. Assets for email 4. Assets for banners Imagery will be used where it exists, otherwise new assets will be purchased. An image allowance will be included in the costs. We estimate around 30 images may be purchased. Content The following pieces of content will be produced: 1. Homepage (introductory content) - Hero: Welcome, Learn about, Product range - Beer with your meal - Chosen occasion - Cooking with beer - Special offers - World beers - Ales and stouts - Lagers

2. World beers - World beers introduction

CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch
- Explore world beers - Featured product - Beer event 3. Ales and stouts - Ales and stouts introduction - Tasting notes - Featured recipe (x1) - Event 4. Lagers - Lagers introduction - Featured product - Occasion for lager - Lager colours 5. Beer and food - Beer and food introduction - Beer fact - Beer with your meal - Cooking recipes (x5) 6. Occasions - Occasions hero (x3) - Featured product - Weekend weather (inspirational content) - Are you match ready? (inspirational content) - Having a night in? (inspirational content) - Occasion planner 7. Special offers - Introduction 8. Cross-sell (Dependent on The client partner providing The agency with the available products) 9. Email x2

CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch

10. Banners

Front-end development

The front-end build of the site will be heavily integrated with the back-end of the site using Javascript. The pages will be coded in standard HTML and CSS.

Widgets

The following widgets with corresponding functionality will be developed: 1. World beers: Users interact with the world map scrolling left to right to view the beers originating from different parts of the world. Users can click on a beer to bring up more information on the product which also allows them to Add to basket. 2. Ales and stouts Tasting notes: User can select on the different types of tastes which include: Herbal, Citrussy, Flowery, Hoppy and Fruity. These tastes will be presented as easily identifiable icons. Once a taste is selected, relevant products will be presented which will allow users to Add to basket. 3. Lagers Colour chart: Users will be able to scroll along a colour chart where it goes from dark to light to see where certain lagers sit within the spectrum. When a user clicks on an actual lager, they will be able to Add to basket. 4. Beer with your meal: This widget is split into 3 tabs where users can select how they would like to match their beer. The tabs include Cuisine, Main Ingredient or Meal Type. For each tab, users can select the following: Cuisine Chinese, Asian, Mexican, BBQ, Italian

CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch
Main ingredient Beef, Pork, Game, Poultry, Fish Meal type Aperitif, Salad, Dessert, Digestif, Cheese When any of these are selected, users are presented with recommended beers to go with their choice, this will then allow users to Add to basket. 5. Diary panel: For the hero piece within the Occasions section, 3 upcoming occasions will be presented with a perfect pairing product that will sit along it. These products will allow users to Add to basket and users are given the ability to flick through the 3 occasions. 6. Occasions planning tool: The planning tool allows users to select from a drop down of occasions, such as Girls night in and BBQ which will then result in a recommended list of products. This will then allow the user to Add to basket.

Back-end development

The Brewhouse front end pages will be hosted by The agency, then fed into an iFrame which will sit within The client partner.co.uk. **The client partner are responsible for adding/editing/removing products from the master database, which should then be communicated to The agency to ensure all editorial content reflects this. New products will then need to be categorised by The agency to ensure it is available in The Brewhouse. The agency will create an application to extract available products from the The client partner page to be fed into The Brewhouse.

CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch

A CMS for editorial content will also be built and this will be managed by The agency. Access will be restricted to a set list of users, the primary editors/contributors being based at The agency. Tracking codes provided by The client partner will be implemented as well as Google Analytics. Weekly reports can be configured and distributed to the relevant stakeholders. Hosting Emails One years worth of hosting. HTML build and delivery to The client partner and Cheetah Mail for deployment Banners Formats and specifications TBC. These will be delivered to The client partner for placement. Documentation Technical specification

CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch

Key Timings/milestones

Task Update wireframes Send UX, SOW, costs and timings to client Approve SOW, costs and timings

Date Tue 31st Month 0 Wed 1st OF MONTH Fri 3rd OF MONTH

Responsible BD BD MC

THE CLIENT PARTNER KEY MILESTONES Provide digital brand guidelines and asset suite Provide cross-sell products details and images Provide banner ad formats and specs Fri 10th OF MONTH Fri 10th OF MONTH Tue 21st OF MONTH Provide links to pre-populated recipe ingredients THE CLIENT KEY MILESTONES Confirm featured products to launch with (MC and other brewers) Provide perfect pour videos (MC and other brewers) PRODUCTION Design Template design and CSS Widgets design Tue 31st Month 0 Mon 6th OF MONTH Internal review Amends Send first draft widget designs to client Thu 9th OF MONTH Thu 9th OF MONTH Mon 13th OF MONTH Start main page designs Mon 13th OF BD BD BD BD BD BD Fri 10th OF MONTH Tue 21st OF MONTH MC MC Tue 28th OF MONTH The client partner The client partner The client partner The client partner

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CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch
MONTH Client to review widgets and feedback by Wed 15th OF MONTH (am) Widget amends Wed 15th OF MONTH Internal review Thu 16th OF MONTH Amends Thu 16th OF MONTH Send final widgets designs to client Thu 16th OF MONTH (pm) Client to review and approve widget designs Internal review of main page designs Thu 16th OF MONTH (EOP) Tue 21st OF MONTH Amends Tue 21st OF MONTH Send first draft main page designs to client Wed 22nd OF MONTH Start secondary pages, email and banners designs Client to review main pages and feedback by Amends Internal review Wed 22nd OF MONTH Fri 24th OF MONTH Fri 24th OF MONTH Mon 27th OF MONTH Amends Mon 27th OF MONTH Send final main pages designs to client Tue 28th OF MONTH Client to review main page designs and approve by Tue 28th OF MONTH (EOP) MC BD BD BD BD MC BD BD BD BD MC BD BD BD BD MC

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CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch
Internal review Wed 29th OF MONTH Amends Wed 29th OF MONTH Send first draft secondary pages, emails and banners to client Client to review pages, emails and banners and feedback by Amends Thu 30th OF MONTH Fri 1st OF MONTH 2 (EOP) Mon 4th OF MONTH 2 Internal review Tue 5th OF MONTH 2 Amends Tue 5th OF MONTH 2 Send final pages, emails and banners to client Tue 5th OF MONTH 2 (pm) Client to review pages, emails and banners designs and approve Banner and GIF back up build Tue 5th OF MONTH 2 (EOP) Wed 6th OF MONTH 2 QA Tue 12th OF MONTH 2 Send to client for approval Tue 12th OF MONTH 2 Client to review and approve banners Tue 12th OF MONTH 2 (pm) Delivery of banners to The client partner Tue 12th OF MONTH 2 (EOP) PRODUCTION Development Set up staging to communicate with The client partner site Front end framework (HTML templates and CSS) Mon 6th OF MONTH BD Mon 23rd Month 0 BD BD MC BD BD BD MC BD BD BD BD MC BD BD BD

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CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch
JavaScript component Widgets build CMS build Thu 26th Month 0 Fri 17th OF MONTH Wed 22nd OF MONTH Upload content (editorial, images and videos) Wed 29th OF MONTH QA and bug fixing Thu 30th OF MONTH Email build Wed 6th OF MONTH 2 Send staging link to client for review Wed 6th OF MONTH 2 Client to review staging and feedback by Fri 8th OF MONTH 2 (pm) Amends Fri 8th OF MONTH 2 Send amended staging link to client for review Wed 13th OF MONTH 2 Client to review and approve Wed 13th OF MONTH 2 (EOP) LAUNCH Thu 14th OF MONTH 2 The client partner MC BD BD MC BD BD BD BD BD BD BD

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CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch

Financial Summary
Please note this is excluding initial scoping costs dated 3rd Month 0 2010.

PHASE Production Design

TASK Updated wireframes Template design and CSS Widget design & amends Main page designs & amends Secondary page, email and banner designs & amends Copy feasibility reviews

ROLE User Experience Designer Snr Digital Designer Snr Digital Designer Snr Digital Designer Digital Designer Copywriter Flash Designer Technical Director Snr Developer Technical Director Technical Director Snr Developer Snr Developer Snr Developer Developer Developer Snr Developer Developer Copywriter Snr Producer

RATE 115 106 106 106 89 102 106 128 102 128 128 102 102 102 94 94 102 94 102 115 600 3,600

HOURS 16 32 39 60 55 8 34 26 48 20 56 64 64 64 16 8 32 32 160 246 n/a n/a

TOTAL 1,840.00 3,392.00 4,134.00 6,360.00 4,895.00 816.00 3,604.00 3,328.00 4,896.00 2,560.00 7,168.00 6,528.00 6,528.00 6,528.00 1,504.00 752.00 3,264.00 3,008.00 16,320.00 28,290.00 600.00 3,600.00 119,915.00

Banner production Development

Content creation

Build and GIF backups Set up staging to communicate with The client partner site Front end framework Database schema JavaScript application JavaScript user interface Widgets build CMS build Upload content Email build QA and bug fixing Amends Copywriting Project management @ 30% Image allowance @ 20 per image Hosting for 1 year @ 300 per month

TOTAL

Payment Schedule
The invoice and payment schedule will need to be agreed on sign off.
Invoice Month OF MONTH OF MONTH 2 Payment Month OF MONTH OF MONTH 2 Amount (Excl. VAT) 80,000 39,915

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CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch

Assumptions & Dependencies

The client partner are responsible for informing The agency if new products are added/deleted. If the scope of the project changes from the specifications outlined in the project plan or were required to provide additional services not described in the project plan (i.e. additional reviews), such changes will be documented in a Change Request and may impact timing and costs. The Change Request will require sign-off by the Project Acceptor before work described therein can commence. The Project Acceptor is The Client. The Project Acceptors are required to provide consolidated feedback as indicated on the project schedule. If longer feedback periods are required or if feedback is drip fed, the project duration will increase and will result in a chargeable change request. If resources are booked and not used due to late feedback from the project acceptors, this cost will be added to the project spend and may result in a chargeable change request. Changes to scope will be subject to assessment and may result in a chargeable change request and schedule changes. The delivery dates assume end of day delivery, unless otherwise specified. These dates will be shown on our Timing Plan.

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CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch

Next Steps
This section is to verify acceptance of the work statement listed above and contained herewith in the attached document. The signatories below are Company authorised personnel, and have assessed or consulted with the appointed company agent to assess this Statement of Work.
Company: The agency CB0061 Total Cost: 119,915.00 Contact: Lavern Lai Date: 1st OF MONTH 2010

THE AGENCYDigital Sign-off Paul Ford Head of Project Management Richard Hyde Senior Designer Chris Tomlinson Technical Director Stuart Curran User Experience Designer Signed: Date: 1st OF MONTH 2010 Signed: Date: 1st OF MONTH 2010 Signed: Date: 1st OF MONTH 2010 Signed: Date: 1st OF MONTH 2010

Client Signed: Name: Mandeep Masutay Title: Date:

Submitted by The agency Signed: Name: Deji Odulate Title: Senior Producer Date:

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CB0061 / The Client/ The client partner Digital Platform Phase 2, Part 2, OF MONTH 2 launch

Statement of Confidentiality
The information contained in this document is proprietary to The agency and is privileged and confidential. THE AGENCYsubmits this document to the client with the understanding that it will be held in the strictest of confidence of the client, its employees, associates, agents and assignees. This document will not be disclosed, duplicated in any manner, or used, in whole or in part, for any purpose other than the sole evaluation of BDs qualifications for the proposed project. Any disclosure, duplication, or use, in whole or in part of this document, may only be obtained with the prior written consent of BDs.

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