JARVIS:BI for FMCG Sales Managers

JARVIS:BI for FMCG Sales Managers Sales and Distribution Analytics

Ritvvij Parrikh [email protected]

Agenda

•  Introduction to Pykih •  Our USP •  Services offered •  Demo of Data Explorer Technology •  Sample charts and insights •  Security •  Plans and implementation •  Investment required •  Future implementations

Introduction

Pykih Software LLP is an award-winning, two-year old data analytics and insights company. We are based out of Mumbai with sales presence in US.

Incubation Support & Financial Grant

Featured us On Page 2

Finalist - 2012 Top 7 start-ups in Mumbai

Semifinalist – 2012. Top 350 start-up in world

ThoughtWorks gave a team of 15 developers for a month to write open source software for us.

Dept. of Science and Tech. (Govt. of India) along with IIM-Ahmedabad runs an annual program to find the best entrepreneurs in the country and trains them at IIM-A. Pykih was selected in year 2012 i.e. top 75 out of 14,000 applications from India.

What clients are saying

“pykih is the perfect technology firm. Our projects with pykih have been successful at a whole new level – it was delivered well before time, and the solution that was developed was better in all ways, thanks to pykih’s knowledge, technical ability and creativity. If pykih bids on your project and say they can do it, then you would be crazy to choose anybody else. Can not recommend more highly.”

“We use Pykih's software to run cause marketing campaigns for our corporate partners like a leading bank. Pykih goes the extra mile to understand its client's requirement and work like our extended team to find tech solutions to our issues while designing each campaign with fresh creativity. Good luck finding a company that can match Pykih till then work with them.”

Matthew Barney, Position Inc, Australia Namit Agarwal, CARE India

We have clients in US, India, Kenya and Australia, including some of the world’s largest charities.

More than your average IT vendor

Sruti Sabbah Director – Business Dev. Sruti is a MBA-Finance, MS-Finance (US) and CFA. She is a partner in the company and is responsible for sales in the US. She brings deep financial and statistical domain knowledge to the team.

Bipin Mundhwa Advisor – Econometrics Bipin has a M.Sc. in Marketing Analytics (UK) and is a trained Econometrician. He has authored the book - The Marketing Mess. Previously he has worked at MRUC, Times Group and India Today.

Maneesh Konkar Director – Business Dev. An IIM-B graduate, Maneesh has 17 years of experience as sales strategy consultant for companies like Mahindra, Godrej, Cargil, Asian Paints and Naukri among others.

Ritvvij Parrikh Founder Before starting Pykih, Ritvvij worked for many years at Amdocs US, Israel and India implementing data-driven, enterprise systems at AT&T.

Unlike most vendors, we have expertise in both - technology and the domain of your business.

Agenda



We believe there is more to analytics than software. The sole purpose of having analytics should be to add “value” to your manager’s decision making. This requires domain expertise and the ability to fluently converse and understand your managers problem areas. We will work closely with your managers, talk with them in their language and give them the analytics they need in a format they prefer, when they need it. We are an “analytics and insights” services company for your IT admin managers.


Generic Analy,cs / BI Product JARVIS:BI

Target audience IT admin create reports and give the reports to managers

Managers

Focus on Technical Flexibility – should be able to consume any kind of data, generate any report.

Giving the right analy,cs to the right manager at the right ,me

Manager sees Sees one report at a ,me Sees a bird’s eye view of his whole business and scope of work. This gives him a broader perspec,ve to decision making.

Implica,on Manager needs to know what he is looking for before he can see it. However, not always does a manager know what he needs to look for.

Manager sees everything and then drills down into one report.

Visualiza,on They will throw standard pie, bar, column charts or Excel pivots

We focus on building mul,-‐dimensional charts, specific to domain

Agenda


Problem we are solving

Could your front-line managers? •  Be more efficient & plan better to influence outcomes rather than just react to

situations. •  Spend more time being data oriented, take decisions on data analysis, not just gut

feel. •  Be more consistent (across the company) in their actions. •  Have access to data on market trends faster. •  Have better conversations with their teams and channel partners. •  Focus on addressing root causes. •  Take the right decisions on topline & bottomline faster.

Sales managers, who are constantly on the move, need to make sense of vast amounts of data at their disposal in MS Excel.

Services offered

Services offered…

Daily Dashboard – All the data points that your manager ought to see first thing in morning. One-click reports – Download standardized analysis reports in one-click. Eliminate time spent on MS Excel Pivot. Early warning alerts – Trigger alerts / tasks for relevant managers - SMS Mr. Shah if the stock of Deo SKU at Apna distributor falls below 500 units. Early warning insights – Lead analytics that tell managers to take corrective action to influence results. Data Explorer Technology – Managers can slice and dice their data themselves in charts. This technology is highly appreciated by higher management who have strong analytical skills who like playing around with their data themselves to spot trends. (demo available) Android app – Push analytics to sales managers in-field to recommend purchase quantity at a certain outlet.

Services offered…

Offline Sync mode – Field staff do not have regular access to Internet in field. JARVIS:BI can operate in offline sync mode. When it has access to Internet, it pulls all the data it requires and stores in locally for offline access. When the Internet returns, the data is synced again with server. Planner – This is where managers need to upload their plans e.g. distribution norm, sales targets per brand and team, outlet classification norm, dead outlet norm, etc. Product Catalog – Change JARVIS:BI programmatically as the business scenarios change •  Define geographies, sales team hierarchies, outlet data, etc. in JARVIS:BI •  Define roles and access control from PCE •  Design the look and feel, colors of the reports and system to match your brand colors •  Language Mapping: Map the terms used in IT systems (SAP, Tally, BoTree, IVY, etc.) to

JARVIS:BI

Crowd Sourced Information Manager – Allow your staff spread across cities and on-field to capture information about competitors and merchandising in an organized way. Then, run analytics on it to determine insights.

Sample Insights and reports

For sales manager •  Sales brand wise / Stock /

Collections / credit / profitability status & trends.

•  Sales trends: primary, secondary and Neilson offtake data.

•  Analysis of Beat Productivity. •  Impact of salesman incentive /

schemes on secondary sales. •  Inventory report in terms of current

stock or NOD (number of days) For brand manager •  Performance of trade schemes –

impact on sales. •  Category trends by volume-class,

outlet type, etc.

For sales manager •  Suggested travel plan – for

salesman, town, distributor, beat, outlet.

•  Lost Sales Analysis - dead outlet activation

•  Suggested order quantity for outlets on a beat in smartphone

For brand manager •  Adherence to Distribution norms. •  Shift in trends across category from

Neilson offtake data.

One-click reports Insights

(Please check the charts ppt. for sample charts)

Agenda


Data Explorer Technology (DET) Demo >

•  DET will allow you to live filter sales numbers by sales staff, brands, SKUs, distributors, or any other parameters.

A pykih innovation, “Data Explorer” is a modern dashboard that allows managers to explore large multivariate datasets (million+ records) through interactive (<30ms) visual filters.

Multivariate statistics is a form of statistics encompassing the simultaneous observation and analysis of more than one outcome variable.

Live demo can provided.

No analytics or mining can beat the eye of an experienced manager. DET is designed for analytics savvy mangers who love to slice and dice their data themselves.

Sample DET for FMCG Sales and Distribution Demo > Live demo can provided.

Sales numbers v/s targets and growth over last year.

Filter data by ,me.

Filter by team and / or brand groups or

SKUs.

See inventory (by NOD) health and

impact of marke,ng spends

Live demo: http://www.slideshare.net/ritvvijparrikh/data-explorer-technology-demo

Agenda


Secondary sales trends across months Demo > For sales managers >

100

120

60

80

0

20

40 57

77

May ’13

63 4

Jun ’13

81

Apr ’13

68

33

Jan ’13

109

68 8

6

79 62

86 80

77

Feb ’13

6

Mar ’13

13

Rs. Thousand

This Year Overachieved Missed Target Last Year

700

600

500

400

300

200

100

0 YTD

619

442

Rs. Thousand

Four dimensional chart that tells you sales numbers across months in one glance: •  Sales this month •  If you achieved target, missed it (then by how much), overachieved (then by how much). •  Line shows sales last year this month (indirectly communicates growth over last year)

Secondary sales insights for one month Demo > For sales managers >

05

10152025303540

0 10 20 30 40 50 60 70 80 90 100 110Confec,onery

Food

Toothpaste Beverage

Cosme,c Detergent

Soap Shaving

Achievement

Oil Spices

Contrib

u,on

<0% 0-‐40% 40+% Growth over last year:

Four dimensional chart showing the performance of all your brand groups for one month. •  X axis shows achievement vis-à-vis target •  Y axis shows contribution to total revenue •  Size of the bubble shows volume of sales •  Color shows growth over last year.

Who is contributing how much? Demo > For sales managers >

This is a multi-layered percentage chart that in one glance can tell you which person exactly at what hierarchy is contributing how much to overall sales. Click on any one person and the chart live zooms in.

Adherence to distribution norm Demo > For brand managers >

Responsible Outlet Compliance Descrip,on

Mumbai Region ASM – Ram Shah TSI – Rakesh Sinha DSM – Joe

C Class Outlet Shamji Kirana Store

Poor C class outlets has 59 units of SKU shampoo_500ml, while distribu,on norm says this SKU must not be sold in such outlets.

There are multiple types of SKUs e.g. 500ml, 200ml, 100ml, 50ml and sachet. As the brand manager, you set the distribution norm of which variant (SKU) needs to be sold at which outlet category and in which quantity.

Shift in sales across categories from offtake data Demo > For brand managers >

Pykih Software LLP 22

0%10%20%30%40%50%

60%70%80%90%

100%

2012

Sunflower

Dalda

Sesame

2011

Olive

Mustard

Rice Bran

Soya Bean

2013

Read the Neilson off-take data to determine if there is a shift across categories within a certain area. Example: Is cooking oil off-take numbers moving from Sunflower to Olive Oil in Pune?

GIS for planning and reporting

Understanding population densities, socio-economic conditions, competitor reach, etc. is critical to planning and managing effective distribution coverage, specially as organizations move up-country.

Pykih has partnered with a GIS company to provide custom GIS maps for the FMCG sales and distribution domain.

Mapping out your sales territories

Mapping each outlet digitally

•  Visualize sales analytics on maps •  Visualize demographic analytics on maps to

identify potential •  Visualize distribution networks, outlets

Agenda


Security policy

Generic precautions –  All communication is encrypted with 256-bit SSL –  Our systems continuously monitor for errors and notify us immediately. –  Sensitive data like passwords are encrypted even in database. –  All pages require login and API calls require 256 bit key. –  System supports multiple roles and authorization –  We embedded security while designing the system –  Rails Framework protects against major hacking attacks e.g. SQL Injection, Cross-

site request forgery, session hijacking, cross-site scripting, mass assignment, etc. –  We take regular back-ups.

Deployment options –  Cloud hosting: We deploy on Amazon EC2, world’s most secure and scalable server –  In-house serverss

As a company that handles sensitive business data, we are serious about data security and privacy.

Opt-in enterprise security features

•  Opt-in features –  Restrict access to your platform from only certain IP addresses. –  Allow only users with email IDs with certain domain e.g. (@mycorp.com) to sign up. –  Expire the password after a configured time (say every 30 days) –  Disallow users from reusing their past 5 passwords –  Restrict maximum one session per account i.e. a user cannot be logged in from their

Home and Office computers at the same time. –  Expire an account after a configurable time of inactivity

•  Banking level security (optional) –  Two factor authentication with SMS like in Banking applications

•  Third party penetration testing –  We are open to working with a third-party security audit company to get penetration

testing done.

There is no one-size fits all when it comes to security. Following are opt-in enterprise security features that we provide:

Agenda


Phase-up implementation

We recommend rolling out the solution incrementally in a phase-up process. With each phase delivery, we will provide immediate value to your managers. This creates a feedback loop and improves overall accuracy of the whole delivery.

Sample Implementation plan

An implementation plan will be provided. It will define after all prerequisites for a module (e.g. requirements, raw data, etc.) are provided to Pykih, in how many days will Pykih deliver that module.

Implementation plan for pilot •  Prerequisites

–  Sign off 10-15 one-click reports required that can be drawn from secondary sales –  Understanding of the terms in your data –  Access to secondary sales data for in predefined format for one region for past 6 months

Date Stage Descrip,on

Jan 2 Kick off All prerequisites signed off.

Jan 25 Review First cut of reports sent to client for feedback. Changes are incorporated.

Jan 31 Dry run Secondary sales for Jan closed. Pykih will anempt to generate reports in 2 days.

Feb Dry runs More dry runs are performed on historical data to op,mize performance

Feb 28 Live run Aoer secondary sales for Feb closed, within defined certain hours, reports will be provided to managers before monthly review mee,ngs begin.

Agenda


Implementation Schedule

Pilot Phase 1 Phase 2 Maintenance

Data analyzed

Secondary sales data

Secondary sales data

Secondary sales data, Primary sales data, Neilson off-‐take data and any other data

Data volume For one region For whole na,on For whole na,on

Features •  One Click Reports in PDF / Excel format

•  Planner

•  PCE •  One Click PPTs

Modules •  Early Warning •  Daily Health Dashboard •  Smartphone app with Offline Sync

•  Data Explorer •  Compe,tor Informa,on and Merchandising Health

Deployment 3 months Month 4 to 9 Month 10 to 18

One-‐,me Applicable Applicable (based on modules purchased)

Monthly* Applicable Applicable Applicable Applicable

Reports / Insights across Schedule

Pilot and Phase 1 Phase 2

Sales brand wise / Inventory / Collec,ons / credit / profitability status & trends.

Sales trends: primary, secondary and Neilson osake data. Analysis of Beat Produc,vity.

Impact of salesman incen,ve / trade schemes on secondary sales. Shio in trends across category from Neilson osake data. Category trends by volume-‐class, outlet type, etc.

Suggested travel plan – for salesman, town, distributor, beat, outlet. Early Warning

Lost Sales Analysis -‐ dead outlet ac,va,on Suggested order quan,ty for outlets on a beat in smartphone Adherence to Distribu,on norms.

•  In pilot, these reports are provided in a static PDF at end of month to each manager. •  In phase 1, each manager can login and download the reports for any time frame. The

reports are generated for nation-wide sales data. •  In phase 2, advanced analytics modules are provided with new reports from primary and

offtake data.

Optional modules in phase 2

Module

Early Warning

Daily health dashboard for every manager level

Android smartphone app with “offline mode”

Data Explorer Technology

Crowd sourced merchandising and compe,tor informa,on

•  Each module is priced separately.

Assumptions

•  This is a high level estimation and the exact amount will vary based on discussions. •  Consulting fee is paid monthly irrespective of final product purchase •  Cost does not include price of

–  Travel, field-visits, etc. (if required) –  Taxes –  GIS Systems are provided in partnership with a partner. These modules will be

separately charged for. –  No direct integration is done with your IT systems (e.g. SAP, BoTree, Tally, IVY, etc.).

Instead raw data is imported via dumps. –  In-house servers are maintained by your IT team or our we can host our IT team out

of your data center for a fee. –  Any third party hardware, software or services. E.g.:

•  Servers: In-house server, setup of server room, back-up hard disks, out of the box software like Firewall, etc. Cloud servers, SSL Certificate, etc.

•  Third party penetration testing

Agenda


Future implementations

Once, the JARVIS:BI system is established, more advanced analytics modules can be implemented. These include: •  Hadoop based Big data processing •  Forecasting •  R based statistical analysis •  Python based national language processing layer

Summary: We provide operating managers with actionable business insights through rich data visualization, backed by strong domain knowledge.

Ritvvij Parrikh [email protected]

JARVIS:BI for FMCG Sales Managers

Technology

Transcript of JARVIS:BI for FMCG Sales Managers