OMX Innovation · Deck 09 · Stage 3 — Switching
Make moving to OMX from a competitor — or onto OMX for the first time — the path of least resistance.
Stage 3 turns the optimised site (Stage 2) into an account, the account into a first order, and the first order into a loyal pattern.
01 / 06
Why now

The wedge.

02 / 06
What this covers

What's in scope.

03 / 06
The problem

What's broken.

01
Account creation = sales gate
today, "create an account" often routes to an account manager call. Unmanaged buyers don't want a call. They want a checkout.
02
No SKU translation
a small business switching from Warehouse Stationery has 30 SKUs in their head. Mapping those to OMX codes is manual and slow.
03
No tier transparency
the same buyer sees a different price depending on whether they logged in. They don't trust it. They abandon.
04
No "switch from" landing
competitors run aggressive "switch and save" funnels. OMX has none.
05
Fragmented identity
N3 affiliation, business account, personal account, guest are four different journeys.
04 / 06
The benefits

The value story.

Lever
Mechanism
Sizing
New account activation rate
Friction-free signup
Industry: signup-to-first-order conversion 15-30% best-in-class; OMX baseline TBD
First-order AOV
Welcome offer + cross-sell
10-25% lift on first basket vs no-incentive baseline
Account creation cost
Self-serve vs sales-led
Self-serve $702 CAC vs $11,400 sales-led (B2B SaaS benchmark) — 16x gap
Switching share-of-wallet
"Paste your last invoice" + price comparison
Each SKU we match = $X annualised; sizing needs OMX SKU/avg-spend data
Reorder pull-through
First order quality → Stage 4 success
If Stage 3 lands clean, Stage 4 (Ask Max) reorder funnel pulls more value
05 / 06
The ask + roadmap

What we need.

Now
Problem vector grid (4-8)
: Sales-gate / No-SKU-translate / Hidden-pricing / No-switch-landing / Identity-mess / Trust-deficit / No-first-order-offer / Slow-approval
P2
Switching flow diagram
: Land on /switch → paste invoice → SKU match → price compare → cart pre-filled → checkout → activated
P3
Before/after journey
: Today (8 steps, 3 days, talks to 2 humans) vs Stage 3 (3 steps, 10 minutes, talks to 0)
P4
Persona walkthrough
: Tradie switching from Discount Office — 60-second video equivalent in storyboard panels
P5
Architecture pipeline
: User → Switch landing → Invoice/login parser → Catalog SKU match (uses Deck 05 catalog) → Pricing engine → Cart → Account auto-tier → Activated
Audience
Primary: CFO + Chief Digital Officer + Chief Commercial Officer. Switching = new account growth = revenue lift. Secondary: Sales/Account Management — Stage 3 protects their time; auto-routes high-value accounts up the tier, leaves K0-K2 to self-serve.
References
  • Mar 2026 OMX Digital Strategy refresh — three priorities locked (Search / Switching / Reorder)
  • MBIE 2022 Small Business Factsheet — 540k SMBs baseline (~594k current)
  • B2B SaaS CAC reference — self-serve vs sales-led economics
  • Memory: OMX K0-K2 universe = 10-14% large-national cost centres (RENTOKIL/ESSITY etc) — these have no autonomous price-decision authority; switching framework needs the OTHER 86-90%
  • Memory: N3 = SF Buying_Group__c '0015j00000fUYtMAAW' (5,498 accts, $18.8M closed-12) — Stage 3 needs to auto-route qualifying customers into N3 tier without manual signoff
06 / 06
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