For distributors
Everyone in your business gets
their own analyst
Not a tool for the function — an analyst for the individual, equipped with the skills of your role — on your own operations, sales and principal data.
What would yours do?
Leadership
Prioritise the key issues, by impact.
Principal Manager
Track targets against stock and spend, and cost of business by channel.
Field Sales
Which outlets to visit this week, and where the call is paying its way.
Trade Marketing
Evaluate promotion ROI by channel, and redirect the spend.
Operations
Reconcile stock on hand, deliveries and sales out.
The trading week
A review that decides, not reconciles
Operations, sales and every principal working from the same numbers.
Sales out vs target
by principal, channel and territory — one number
Coverage and distribution
which outlets are stocked, and which have gone quiet
Stock on hand
days of cover, ageing, and where the pipe is filling
Promotion and spend
what paid back by channel, with the evidence attached
The call plan
where the route sales team should be on Monday
Any number challenged?
iterate live — ask, and ask again
A worked answer, scope and all
A principal manager, mid-conversation. Every answer states the basis it was calculated on.
Sales out is behind target in the North. Is that demand, or is it coverage?
| Channel | Outlets stocked | Δ vs prior | Rate of sale | Sales out |
|---|---|---|---|---|
| Modern trade | 312 | +4 | steady | +3.2% |
| General trade — urban | 2,140 | −38 | steady | −2.1% |
| General trade — rural | 1,404 | −287 | steady | −14.6% |
| Wholesale | 324 | +2 | steady | +0.4% |
| North — total | 4,180 | −319 | steady | −5.8% |
It is coverage, not demand. Rate of sale per stocked outlet is flat everywhere; the shortfall is 325 outlets that stopped ordering, 287 of them rural. Those outlets averaged nine weeks between calls last quarter, against four in urban.
List the 287 outlets by value
Build next week’s call plan
Same view for my other principals
Sales out, off-take, market read — and they never agree
Each number is defensible, so nothing looks broken — and the gap between sales out and off-take is where the pipe fills quietly. The mechanism that fixes it is the same one that makes multi-principal operation safe.
Every principal, walled
Multi-tenancy is the core requirement and our platform has it: each principal sees their own products, outlets and numbers — enforced at query time.
One master data set
Products and customers aligned across sources, retailers and markets — AI-assisted, kept current. One definition, one calculation, every currency.
Onboarding from configuration
Your ERP, your DMS, your handheld data onboard from configuration, in days — no code.
Distribution data is different — we say so
An honest statement of the difference lands better than a claim that it is all the same.
What changes
No loyalty card — so no customer-level analytics.
No basket — coverage is by outlet visit, not by transaction.
Sell-out is inferred from sell-in plus stock, not observed at the till.
The shopper-intelligence suite applies only where you subscribe to a retailer’s platform.
No basket — coverage is by outlet visit, not by transaction.
Sell-out is inferred from sell-in plus stock, not observed at the till.
The shopper-intelligence suite applies only where you subscribe to a retailer’s platform.
What does not
A personal analyst for every user, in plain language.
One harmonised model, governed metrics, one master data set.
Entitlements enforced at query time — what makes multi-principal operation safe.
Config-driven onboarding; live in weeks.
One harmonised model, governed metrics, one master data set.
Entitlements enforced at query time — what makes multi-principal operation safe.
Config-driven onboarding; live in weeks.
Built on the data you already collect
You already run the trucks, the invoices, the outlet visits. The data is a by-product of operations you have already paid for — it just needs harmonising, governing and putting in front of everyone who needs it.
01
Live in weeks
Config-driven onboarding of your ERP, DMS and handheld data.
02
Everyone included
One price, every user — no licence to justify person by person.
03
Run for you, daily
We assemble, run and keep the platform fresh — your team is freed.
One version of the truth. In a conversation.
Twelve years of foundations, proven at retail scale — now on distribution data. Bring the questions your business argues about, and ask them twice.