30 · 60 · 90 Day Territory Plan

Turn A Cold Patch Into Signed & Activated Merchants.

A repeatable machine for the Melbourne patch: clean territory segmentation, tight discovery, sharp unit economics, and ruthless pipeline hygiene. Built to close fast and activate faster.

Inside Account Executive Melbourne CBD + corridors Bilingual: Hindi & Bengali

See The 90-Day Plan → Weekly Operating Rhythm

Merchant tiers: Anchors, Multipliers, Fill-ins

100

Activated merchants targeted by month 6

~40

Activated by Day 90, the front half of the run

52/d

Dials a day at full tempo, backward-cast

North Star

Sign The Right Restaurants Fast. Then Set Them Up To Perform.

Success is not the signature. It is activated merchants with early order volume that don't churn. A repeatable machine: every micro-territory mapped, every opp with a dated next step, every win teaching the next pitch.

Segment

Suburb-by-suburb micro-territories, tiered by fit and intent.

Discover

4–6 sharp questions before any pitch is made.

Economics

Incremental demand framing, not commission anxiety.

Activate

First-14-days handoff so new merchants go live and perform.

Hygiene

Clear exit criteria per stage. No ghost pipeline.

The Growth Thesis

Supply Is The Lever. That's My Job.

"The largest growth lever has always been the supply, the restaurants. They bring the demand."

Micah Moreau · VP Growth, DoorDash

Restaurants → Dashers → Customers

Selection

More of the right restaurants is the demand engine. Every signing widens it.

Delivery quality

Density makes delivery faster and more reliable, which compounds selection.

Affordability

Scale unlocks promos and DashPass value. All three are supply-fed.

So the patch is supply-constrained.

My role relieves that constraint, restaurant by restaurant.

01Days 1–30

Map The Patch. Build The List. Learn The Levers.

Get fluent in the local territory, DoorDash's commercial levers, and the fastest path to yes. Produce a prioritized target list and a pipeline I can actually close.

✓Territory blueprint, suburb by suburb

Split the patch into micro-territories: CBD grid plus key corridors (Carlton, Fitzroy, Richmond, Southbank, South Yarra).
Tag each pocket by density, cuisine mix, foot traffic, late-night demand, and competitor saturation.

✓Build a tiered target list

Tier 1 Anchors: iconic, high-volume venues other merchants copy.
Tier 2 Multipliers: small local groups (2–10 sites) with one decision-maker.
Tier 3 Fill-ins: long-tail independents that build density and selection.

✓Build lead-source loops

Weekly pulls: Broadsheet and Urban List new openings, hospo Facebook and LinkedIn groups for pain signals, Fine Food AU exhibitor lists, and a Menulog-void sweep for orphaned presence.
Target: 300–400 raw leads mapped, 150–200 qualified in CRM by Day 30.

✓Test the message, fast

Run 2–3 pitch angles and track reply and conversion: incremental demand, operational simplicity, profit protection.

✓Internal alignment + field intel

Sit with top AEs and AMs: capture winning concessions, common objections, terms that get approved fast.
Get tight on Salesforce stages, qualification standards, and what good notes look like.
Walk the patch 1–2 days a week at peak to pressure-test assumptions.

02Days 31–60

Go Heavy In The Field. Run Real Discovery. Build Momentum.

Convert territory knowledge into meetings, and meetings into a predictable flow of proposals and negotiations.

✓Increase presence in the field

Step up face-to-face meetings and fine-tune the approach to maximise conversion rate.

✓High-tempo cadences by tier

Tier 1: phone, drop-in, warm referrals, and an owner-hours strategy (early prep, post-lunch lull).
Tier 2: multi-site ROI narrative, one commercial package, faster close path.
Tier 3: scaled inside motion with tight qualification, no time sinks.

✓Tighter discovery, 4–6 questions before any pitch

Channel mix (dine-in vs takeaway vs delivery), peak hours and kitchen capacity, average order value and best-margin items, current aggregator pain points, appetite for promos and ads.

✓Objection handling becomes a playbook

Too expensive → unit economics plus incremental demand vs paid social and discounting.
Already on Uber Eats → multi-homing captures demand and hedges risk.
Kitchen can't handle it → menu gating, hours, prep-time and pausing best practice.

✓Win the patch cluster by cluster

Take one strip at a time: Richmond, Fitzroy, Brunswick, Southbank.
Use social proof: "Three venues on this street launched last month, want to see what they did?"

03Days 61–90

Close & Activate. Scale What Works. Lock In Next Quarter.

Turn early momentum into consistent revenue: more closes, cleaner handoffs, faster activations, and a scalable territory rhythm.

✓Close sprint

Run decision-week sequences: recap email, term sheet, deadline, onboarding slot booked.
Prioritise by probability × value × speed, not value alone.

✓Activation-first selling, First 14 Days to Win

Align with AM and onboarding at signature: launch checklist sent immediately, 7-day follow-up to confirm menu, photos, hours and pricing are live.
Hand merchants a simple First 14 Days guide. Make them feel supported, not sold to.

✓Build referral flywheels

Ask every signed merchant for 1–2 owner friends, offer a value-first storefront audit.
Partner loops: trader associations, POS providers, suppliers, plus a quarterly "what's working on delivery in Melbourne" roundtable.

✓Land, expand, and guard against churn

Multi-site groups: close 1–2 flagships, then roll out a repeatable template. Independents: drive micro-pocket density.
Flag churn risk at signing (low ratings, slow ops, low-margin menu). Keep a "do not sign yet" list with re-approach triggers.

✓Feedback loop + Q2 territory plan

Capture why we won or lost and feed it back into scripts and ICP.
Present a Q2 plan: top 3 suburbs to concentrate, why, and what to stop doing.

The Math

Backward From The Number.

I don't plan to activity, I plan to a target. Here's the engine that gets to 100 activated merchants in six months, and the daily volume it demands.

100 activated merchants by month 6. Day 90 lands near 40, on pace.

Steady-state month, what 20 closes demands

Dials & touchescall, email, drop-in~1,100 /mo · 52 a day

Connectsreal conversations~330 /mo · 16 a day

Discovery meetingsheld, not booked~65 /mo · 3 a day

Closed & activatedbiased to Tier 120 /mo

Assumes ~30% dial→connect, ~20% connect→meeting, ~30% meeting→close. Tune once I know quota and real conversion. Bar widths illustrative.

The ramp, cumulative activated

8M1

22M2

40M3

60M4

80M5

100M6

Months 1–2 ramp while the territory map and lead loops are built. Full tempo from Month 3: ~20 activated a month. Six months is the contract. 100 activated is how I earn the extension.

The Target List

Three Tiers, One Density Engine.

Anchors create signal, Multipliers create leverage, Fill-ins create the density that makes every next pitch easier.

Tier 1

Anchors

Iconic, high-volume venues

The ones other merchants copy. High signal, high effort. Win these and the patch follows.

Signal

Tier 2

Multipliers

Local groups, 2–10 sites

One decision-maker, many doors. Single commercial package, faster close, land-and-expand.

Leverage

Tier 3

Fill-ins

Long-tail independents

Scaled inside motion, tight qualification. Build block-by-block density and consumer demand.

Density

Daily Operating Rhythm

Mornings For Volume. Afternoons For Conversion.

Inside-first: phone and video carry the load. Mornings are prospecting blocks, afternoons are discovery, demos, and targeted Tier 1 drop-ins in the patch.

Mon

AMProspecting blocks: calls, emails, cadences

PMDiscovery and demos, video-first

Tue

AMProspecting blocks and follow-ups

PMDiscovery, demos, negotiations

Wed · Field

AMProspecting and meeting prep

PMTier 1 drop-ins and owner meetings in the patch

Thu

AMProspecting blocks and pipeline review

PMDemos, negotiations, approvals

Fri

AMProspecting and close plans

PMForecasting, CRM hygiene, AM handoffs

High-Leverage Extras

Sharp Ideas I'd Bring On Day One.

The Anchor Map

A visible board of the top 25 venues in the patch, each with status and next step. Keeps focus brutal.

Win-Back Lane

A mini-pipeline for merchants who churned or had a bad experience. Often faster to close once you diagnose the failure.

Data-Led Supply-Gap Selling

Rapid menu, AOV, and review scan to show a merchant the revenue they're leaving on the table versus category peers. "We're leaving money on the table for both of us." No generic outreach.

In The Room

Three Things I'll Say Out Loud.

Strategic, not generic. The lines that signal how I actually operate.

"I don't measure success at signature. I measure it at activated and performing."

"My first 30 days is market mapping, so my dials are high-intent, not random."

"I'll win Melbourne cluster by cluster, building social proof and referral loops as I go."

Ready When You Are

Point Me At A Patch. I'll Bring The One-Pager.

Tell me the exact territory and the variant (SMB Merchant AE, DoorDash for Business, or Ads) and I'll tailor this with suburb names, target merchant types, and a one-page daily and weekly scoreboard.

Start The Conversation → Back To Top