Mohsin Surya
1. Role & Reporting
Role Title: Pricing & Buyback Manager – Cashkr
Department: Pricing & Commercial
(cross-functional: App/Web, In-House Associates, Dealers, B2B, Finance)
Reports To (Primary):
CEO – Ibrahim Surya
Functional / Dotted-line:
Finance (margins, dealer billing feasibility, cashflow impact)
Marketing Head – Pranjal (offers, price communication, positioning)
Data Analyst – Ashwini (margins, model coverage, sell-through, win rate)
Tech / IT – Shahid, Ayaz, Resham (pricing tables, model catalog, images, classes, record logic)
Works Closely With:
In-House Pickup Associates – Adnan Shaikh, Aman Surya, Vishal Joshi
Dealer / Accounts Team (billing, invoicing, rate lists)
Ops / Vendor side (to understand ground feedback on buyback prices)
CX Team (price-related objections and complaints)
Enterprise / Corporate clients (for B2B buyback lots)
2. Role Purpose
Own all pricing and model decisions at Cashkr across:
Cashkr consumer App/Web (all device types, all models, all classes, all deductions)
In-house pickup purchases and resale to dealers
Corporate / B2B buyback quotations and resale pricing
…so that Cashkr can buy devices right, sell with healthy margin, and win corporate buyback deals consistently, with clear logic instead of random pricing.
3. Key Result Areas (KRAs)
KRA 1 – Consumer Pricing & Catalog (App/Web – All Device Types)
Own all buyback pricing on Cashkr app/web for phones, laptops, Macs, tablets and other device types, keeping model prices competitive, structured and updated.
KRA 2 – Classes, Problems & Deduction Logic
Define and maintain class mapping and deduction pricing for every major problem type and scenario so that final payouts at pickup follow a clear, predictable rule.
KRA 3 – In-House Pickup & Dealer Selling Framework
Manage in-house pickup associates, ensure they acquire devices at the right buyback value, and set clear selling price tags so Accounts can bill dealers easily with margin.
KRA 4 – Corporate Buyback Pricing & Closure
Prepare and pass buyback quotations for corporate / enterprise requests that win deals while protecting margin, and set selling tags for those devices for dealer billing.
KRA 5 – Margin, Market Alignment & Systemisation
Monitor margins and market prices across consumer, in-house and B2B deals; adjust pricing strategy and keep everything implemented in system (record tables) rather than ad-hoc.
4. KPIs (Mapped to KRAs)
No. 1 – Model & Variant Coverage on App/Web
Description:
Measures how completely Cashkr’s app/web supports live models with valid prices, classes and images.
Formula:
( Number of models/variants with valid buyback price, class and image configured ÷ Number of models/variants seen in leads/orders in last X days ) × 100
Target:
As close to 100% as possible for all actively appearing models and variants.
Data Source:
Model master (pricing sheet or DB), Admin Panel / DB (distinct models from orders), app/web catalog.
Review Frequency:
Monthly.
Linked KRAs:
KRA 1, KRA 2.
No. 2 – New Model & Price Change SLA
Description:
Speed with which new models and required price changes are added to the system.
Formula:
( Number of new models / changes updated within agreed TAT ÷ Total new models / changes requested ) × 100
Target:
For priority models and critical changes, TAT e.g. 24–48 hours with SLA as close to 100% as possible.
Data Source:
Model/price change request log (Sheet/Notion), Admin Panel or pricing table timestamps.
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 1, KRA 5.
No. 3 – Deduction Logic & Class Adherence
Description:
How consistently final payouts at pickup follow the configured class and deduction rules, instead of arbitrary on-spot pricing.
Formula:
( Number of deals where final payout is within allowed band according to class and deduction rules ÷ Total completed pickups ) × 100
Target:
High and improving; aim towards ≥ 90–95% once system is mature.
Data Source:
Class/deduction master, payout vs record comparison reports, order-level data from Admin Panel / DB.
Review Frequency:
Monthly.
Linked KRAs:
KRA 2, KRA 5.
No. 4 – In-House Pickup Margin & Purchase Quality
Description:
Measures whether in-house associates are buying right so that devices can be sold with acceptable margin.
Formula examples:
Average margin per in-house device:
( Dealer selling price – in-house buyback payout – direct costs ) ÷ Dealer selling price × 100
Percentage of in-house deals meeting or exceeding target margin band:
Deals meeting target margin ÷ Total in-house deals × 100
Target:
Set target margin band per category (e.g., low / mid / premium) and keep majority of in-house deals within or above it.
Data Source:
In-house acquisition records, dealer billing data from Accounts, margin calculations (sheet/report).
Review Frequency:
Monthly.
Linked KRAs:
KRA 3, KRA 5.
No. 5 – In-House Inventory Sell-Through & Stock Age
Description:
Ensures devices purchased via in-house associates are not getting stuck for too long.
Formula (Stock Age):
Average number of days devices stay unsold in in-house inventory
Formula (Sell-through):
Number of devices sold to dealers within X days ÷ Total devices acquired in that period × 100
Target:
Define target holding period (e.g., majority sold within 30–45 days) and minimum sell-through percentage in that window.
Data Source:
In-house inventory sheet / system, dealer billing records, ageing report.
Review Frequency:
Monthly.
Linked KRAs:
KRA 3, KRA 5.
No. 6 – Corporate Buyback Quotation SLA & Win Rate
Description:
Shows how well Mohsin handles corporate buyback requests from pricing to closure.
Formula (Quotation SLA):
Corporate buyback enquiries for which quotation was sent within agreed TAT ÷ Total corporate buyback enquiries × 100
Formula (Win Rate):
Corporate buyback deals closed ÷ Corporate buyback quotations sent × 100
Target:
High quotation SLA (e.g., ≥ 90–95%) and a win rate target decided based on market reality (e.g., ≥ 50–60%).
Data Source:
Corporate buyback / B2B log (enquiries, quotes, visits, closures).
Review Frequency:
Monthly.
Linked KRAs:
KRA 4, KRA 5.
No. 7 – Pricing Exceptions & Complaints
Description:
Tracks where pricing decisions cause problems – either internal exceptions or external complaints.
Two parts:
Exceptions:
Deals where final pricing goes outside defined bands due to manual override.
Complaints:
Number of escalations where customer/dealer/corporate client disputes price fairness or last-minute change.
Formula example (Exceptions Rate):
Number of deals with manual price override ÷ Total deals (consumer + in-house + corporate) × 100
Target:
Exceptions should reduce over time as logic improves; pricing complaints should be minimal and trending downwards.
Data Source:
Override/exception log (system or sheet), CX escalation logs, operations feedback.
Review Frequency:
Monthly.
Linked KRAs:
KRA 2, KRA 3, KRA 4, KRA 5.
5. Core Processes / SOPs Owned
Mohsin is owner / co-owner for these SOPs:
Consumer App/Web Pricing & Model Catalog SOP
Structure and maintenance of the full model catalog for all device types (phone, laptop, Mac, tablet, etc.).
How to:
Add new models with images and variants
Map brand, series, storage, and other attributes
Retire or hide old/unsupported models
How base buyback prices are set per model and variant.
Class & Deduction Pricing SOP
Definition of classes (A/B/C/D or Excellent/Good/Fair/Poor) for each device type.
Standard deduction values for each problem/scenario:
Screen damage types
Body condition levels
Battery health ranges
Missing accessories
Other common faults
How this matrix is updated and then pushed to Tech for system implementation.
New Model & Image Onboarding SOP
Step-by-step flow when a new model is spotted in orders or market:
Capture model details and image requirement
Add to model master
Set base price, class bands and key deductions
Coordinate with design/tech (if needed) for product images on app/web
SLA and priority rules (popular models first).
In-House Pickup & Dealer Pricing SOP
Framework for how in-house associates (Adnan, Aman, Vishal) buy:
What guidance they follow for pricing at pickup
How to handle borderline cases using classes and deductions
How selling price tags are decided for sold-to-dealer devices:
Price band per device category and class
Format shared with Accounts so billing is easy and standardised
How to review in-house performance and give feedback on purchase behaviour.
In-House Inventory & Ageing Management SOP
How devices move from “purchased by in-house” → “in inventory” → “sold to dealer”.
Rules for:
Re-pricing slow stock
Marking devices for quick sale or bulk clearance
Regular review cycle for ageing stock.
Corporate Buyback Quotation & Closure SOP
How a corporate buyback enquiry is handled:
Information required from client (list, count, conditions, location)
How Mohsin builds the buyback quotation sheet
How visits and physical checks are done (if required)
Rules around negotiation, minimum margin and when CEO/Finance sign-off is needed.
How selling tags for these bulk devices are set for dealer billing once acquired.
Pricing System & Change Implementation SOP
How changes to prices, classes, deductions and models are:
Logged
Approved (if needed)
Implemented in system (with Tech)
How changes are tested on staging and verified before going live.
How Ashwini and Finance are kept in sync so reporting and margins stay correct.
6. Weekly & Monthly Reporting
Weekly – “Pricing & Buyback Weekly Snapshot”
To:
CEO – Ibrahim Surya
Finance
Data Analyst – Ashwini
Marketing Head – Pranjal
Ops / relevant associates (for awareness when needed)
Accounts / Dealer relations (for in-house and dealer selling updates, if applicable)
Format:
Short summary (Slack / Email / Doc) with attached or linked sheets/reports.
Includes:
Consumer Pricing & Models:
New models/variants added or updated
Important price changes made on app/web
Any key model gaps identified
Classes & Deductions:
Any significant updates to deduction matrix or class logic
Quick note on any repeated issues observed (e.g., too many exceptions for a certain problem)
In-House Associates & Dealer Selling:
Number of devices bought by in-house associates this week
Highlights of dealer sales and any margin/ageing concerns
Corporate Buyback:
Enquiries received, quotations sent, deals in progress or closed
Any large upcoming lots that need planning
Exceptions & Complaints:
Notable manual overrides or pricing disputes
Actions taken or planned
Next Week Focus:
Specific categories/models or corporate deals Mohsin will focus on
Any dependencies on Tech, Finance, Data, or Ops.
Monthly – “Pricing & Buyback Section in Monthly Review”
To:
CEO
Finance
Data Analyst – Ashwini
Marketing Head – Pranjal
Ops / Vendor / CX heads
Accounts / Dealer Relations (if part of review)
Format:
Slides / Doc plus links to detailed sheets/dashboards.
Includes:
Overall Pricing & Margin Overview:
Consumer (app/web) pricing performance by device type and band
In-house buyback and dealer selling margins
Corporate buyback margins and volumes
Model & Catalog Health:
Coverage of models and variants on app/web
Status of new model onboarding and price updates
In-House Inventory & Ageing:
Devices bought vs sold
Average holding days, stock ageing distribution
Planned actions for old or low-margin stock
Corporate / B2B Summary:
Number of enquiries, quotes, deals won/lost
Learnings on why deals were won or lost
Pricing Exceptions & Complaints Analysis:
Patterns in overrides and disputes
Changes applied to classes, deductions, or pricing bands because of them
Top 3–5 Recommended Actions (Next Month):
Models or categories to re-price
Adjustments to in-house strategy, dealer pricing or discount policies
B2B segments or specific upcoming corporate opportunities to target
Any system changes needed in pricing tables or flows.