JARVIS:BI for FMCG Sales Managers

JARVIS:BI for FMCG Sales Managers
Sales and Distribution Analytics
Ritvvij Parrikh
rp@pykih.com

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.

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

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…
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)

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

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
0
5
10
15
20
25
30
35
40
0 10 20 30 40 50 60 70 80 90 100 110
Confec,onery

Food

Toothpaste

Beverage

Cosme,c

Detergent

Soap

Shaving

Achievement

Oil

Spices

Contribu,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?
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

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:

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.

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

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
rp@pykih.com

JARVIS:BI for FMCG Sales Managers

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (19)

Destacado

Destacado (7)

Similar a JARVIS:BI for FMCG Sales Managers

Similar a JARVIS:BI for FMCG Sales Managers (20)

Más de Ritvvij Parrikh

Más de Ritvvij Parrikh (15)

Último

Último (20)

JARVIS:BI for FMCG Sales Managers