The AI-powered commercial intelligence platform for companies that distribute through third-party networks. Distribution management, sales force automation, competitive intelligence, trade marketing, retailer loyalty — one platform, one source of truth.
Every distributor-led organisation has the same problem. Strategy degrades on the way down. Intelligence never makes it back up. Both gaps are invisible to consulting deliverables. Both are addressable in software.
It's not enough to give each person a great screen. The screens have to stay coherent. AI sits at the centre of four operating loops connecting every persona — so when the Founder sees a target gap, the Head of Brand sees the same gap as a campaign brief, and the field rep sees it as a daily target.
Dashed lines = strategy pushed outward · solid copper = intelligence pulled inward
Performance command centre. Distributor health scoring. Attrition risk prediction. Demand forecasting. Natural language queries across the entire dataset. AI insight cards surface what matters before you ask.
See the AI layer →
We are not building a dashboard. We are closing the loop between the boardroom and the shelf, with software that does what consulting deliverables structurally cannot.
Field intelligence flows back to HQ. AI-captured. GPS-verified. The shelf becomes a sensor, not a black box. The disconnect between strategy and execution disappears.
See how →Continuous diagnostic from live data — not the $500K snapshot that's stale before the deck is bound. ROIC-based viability. Anomaly detection. Real ground truth.
See how →The field app is faster than the rep's notebook. Offline-first. One-thumb. Multilingual. Adoption is a design problem, not a training one — so we designed for the field, not the boardroom.
See how →
Field reps photograph competitor price lists. AI extracts prices, matches to your catalogue, validates against baselines, and flags anomalies. The pricing aspiration matrix tells you exactly where you stand vs. every competitor, at every tier.
See intelligence in action →Not a roadmap. Every screen is built, tested, and running on real distributor data. You configure for your business — you don't wait for us to ship features.
Multi-tenant DMS. Orders, billing, inventory, credit, batch tracking, warehouses, ROIC viability.
Mobile-first field app for reps. AI pitch recommendations before every outlet call. GPS-verified visits. Voice journaling. Offline-first.
Field reps photograph competitor price lists. AI extracts prices, matches, flags anomalies. Pricing matrix tells you where you stand.
Performance command centre. Distributor health scoring. Attrition risk prediction. Natural language queries.
From brief to attribution. Promotion simulation with AI-predicted ROI. Campaign builder with push-to-serve across Meta, Google, TikTok, Shopee.
Mobile app for retailers. Multi-brand loyalty with configurable earning rules. QR scan-to-earn. Direct brand-to-outlet relationship.
Offline-first on every screen. AI pitch recommendations before every outlet call. Voice journaling. Capture an order in 12 seconds. The field app is faster than the rep's notebook — that is how adoption happens.
See the field app →Software either fits the work or fights it. We designed each role's view around the question that person asks at their first coffee on Monday morning.
You own the country P&L. Monday morning starts with one question: am I going to hit my quarter? You worry about competitive pressure you can't see, distributor relationships eroding, and questions you can't answer fast enough. You need one screen that compresses fourteen dashboards into the five things that actually matter — with AI explaining the why, not just the what.
You own primary sales. Every distributor is a relationship and a number. The day starts with: who's lagging and why? You worry about a distributor missing target three months running, reps leaving for competitors, pipeline thinning faster than the team can replenish. You need a heatmap that surfaces problems before they become incidents.
You own one to three distributors deeply. You drive to the warehouse, ride along on routes, audit displays in person, coach reps. You're the bridge between brand strategy and field execution. What worries you is execution drift — a competitor product creeping into displays, beat plans being skipped, planograms decaying. You need a daily view of every rep's location, every outlet's last audit score, every compliance gap.
You manage equity across multiple brands and categories. Your workday is half upstream signal-watching (competitor moves, share of voice, pricing) and half downstream creative production. What keeps you up is a competitor outflanking you with a positioning move, a campaign that ran without measurable lift, a launch that fell flat at retail. You need closed-loop attribution from intel → creative → publish → causal sell-through, per brand, separately.
Every DMS demo to a CEO is gorgeous. Every DMS rollout to thirty-plus reps is a war. We've watched this fail. So the SFA app was designed by people who shadowed real reps on real beats — built faster than their paper book, offline-first, multilingual, one-thumb.
Adoption is a design problem. We designed for the field, not the boardroom.
Capture an order in 12 seconds. Voice-note refusals instead of writing them. Snap a competitor pricelist instead of copying it.
Challenges, streaks, leaderboards, audio recording. Feels like social media, not enterprise software.
Reps work in poor signal areas. The app stores everything locally and syncs when connected. No "data loading" on a hot afternoon.
AI-identified upselling opportunities, visit suggestions, relationship alerts. Assets and objection-handling at the tap of a button.
Most DMS rollouts fail in week three. Field teams revert to WhatsApp, finance staff go back to their exports, owners stop checking the dashboard. We've designed a phased rollout where each phase locks before the next begins.
Practitioner essays on route-to-market strategy, distributor economics, and the craft of building commercial intelligence software. The kind of material that costs $500K to commission. Free here.
Working capital locked up in uncollected trade receivables grows faster than revenue. The standard model treats it as linear. It compounds.
9 min read · →A 2% return on capital employed is worse than liquidating the business and putting the money in the bank. Yet viability frameworks approve this profile every day.
12 min read · →Once you know Distributor X has been the partner for twelve years, your "ideal" territory design will bend toward them. The fix is architectural, not willpower.
7 min read · →AI produces confident numbers with no operational grounding. Client teams produce grounded strategies with no external benchmark. Neither alone is sufficient.
11 min read · →We don't pitch. We show you the live system, configured against your reality. Within 45 minutes you will have seen the Founder dashboard, the distributor heatmap, WhatsApp parsing, and the field rep app — all running on demo data we've customised for your category.
No sales call before the briefing · No procurement intake · Built for senior commercial leaders