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Improve Efficiency &
   MAIA                       Reduce Costs through ICT
                              in the Fertiliser Sector
    Intelligence




               Sanjay Mehta, CEO
Presented by
               sanjaymehta@maia-intelligence.com
Company Profile
•   2006 – Business Intelligence Product Company established
•   2007 - Featured in NASSCOM 100 IT Innovators
•   2007 - MAIA in ATRE, a Global technology Summit hosted by Red Herring
•   2008 - 1KEY Agile BI Suite featured in Microsoft Solution Directory
•   2008 - 1KEY is the only Indian BI to be recognized by National Informatics Centre
    Services Inc. (NICSI)
•   2008 - Gartner’s Hype Cycle for ICT in India, Report mentioned MAIA
•   2008 – Red Herring Asia Finalist 100
•   2008 – India’s Most Trusted IT Vendor by a CIO Survey by The CTO Forum
•   2009 – Named ‘Most Successful Startup’ to watch out for by the readers and
    editorial board of I.T. Magz
•   2009 – NIC BIDW division recommends MAIA 1KEY for Technology Development
    Board’s National Award
•   2009 – Featured in Gartner’s BI Market Trend Report

March 06, 2009
“Not everything that can be
                 counted counts, and not
                 everything that counts can be
                 counted.”

                     ~Albert Einstein



January, 2009
March 06, 2009
Business Challenges

    •   On-Time Delivery
    •   On-Time availability of Financial Information
    •   Excess Inventory
    •   Disparate System Co-existing
    •   Tracking and timely Reporting
    •   Vendor Management


March 06, 2009
.. The Real Challenge
    • Bitten more than what we could chew..!!
    • Managing change
    • Long Implementation cycle
    • Process v/s department view of the organization
    • Adaptability of the system to changing business
      processes
    • Integration with other software
    • High post implementation costs

March 06, 2009
Two Distinct Worlds
    Finance


                                                           Julia,
                                                           Systems
   Operations

                                             Arun,
                                             Marketing

                                                     Kevin,
                                                     Account Mgr.
Sales & Marketing




                                             Sara,
        IT
                                             CFO
                                                         Inga,
                                                         Purchasing
  Business                                Personal
  Process                                 Productivity
  Automation
March 06, 2009
Today’s Fertilizer Business Environment
     Issue                        IT Impact
                                   Limited access to data
     Business systems are          Poor interoperability
     disconnected                  Complex support and manageability




     Decision makers lack          Reporting is time-consuming
                                   and costly
     real time business            Must support multiple tools and
     insights                      formats


                                   Complex deployment and
                                   customization
     Difficulty managing the IT    Escalating support costs
     lifecycle                     Inflexible for future change

March 06, 2009
Analyzing Fertilizer Business
     Issue                                        Solution
     People need access to accurate data          Support decision making across entire
     and analysis to make day-to-day              enterprise at every level:
     business decisions                           strategic, tactical, operational



                                                  Implement a real-time analytical engine
     Business data is not easily accessible
                                                  and embed BI into critical business
     and is often “lost” in line of business
                                                  processes
     applications


                                                  Deliver one version of the
     Always viewing business information in
                                                  truth with advanced analytics including
     hindsight, with little ability to forecast
                                                  powerful data
     future activity
                                                  mining tools

March 06, 2009
Enterprise Reporting for Fertilizer
     Issue                                    Solution
                                              Implement reporting solution that
     Reports are in-flexible, not available
                                              delivers reports anytime, anywhere, in
     when and where needed, and
                                              the format you require
     difficult to interpret



     Reports take too long to get             Get real-time, refreshable reports
     and are often out-of-                    without having to rely on IT to run
     date, limiting their usefulness          them every time



                                              Implement a single, integrated
     Users require flexibility in report      enterprise solution for the entire
     format and layout
                                              reporting cycle

March 06, 2009
Key questions to:
                  Improve Efficiency & Reduce Costs
    Protect the existing       Be Effective and        Uncover Future Growth
         business                  Efficient               Opportunities
 • Which lines of          • What are we currently     • Can we plan multiple
   business are most         spending and what           growth scenarios for
   profitable?               can we safely cut ?         next year?
 • Who are my most         • What is the impact of     • Which product line
   profitable customers?     those cuts ?                grew last year ?
 • Where is my revenue     • Will a saving in one      • What trends are there
   coming from?              place have a knock on       in buying patterns?
 • How can we increase     • effect in efficiency in   • Which suppliers are
   sales?                    another place?              giving us the best
                                                         deal?
 • What risk exposure do   • How can we increase
   we have?                  productivity?




March 06, 2009
Where BI Fits
             OLTP




                           Intra/Extra/Internet
                                                                                                       Competition



                                                               Business
         Information                                                                             Business
          Resources                                                                               Needs
                                                              Intelligence
                             Knowledge Management


                                                                                                        Regulation
                                                          Project A Project B
                                 Politics of Pain                  5         3
                                 Level of Pain                     3         4
                                 Sustainability of Pain            3         5
                                 Time to market                    2         5
                                 Team experience                   2         3
                                 Resources required                4         5
                                 # of users                        1         3
                                 # of user locations               4         3
                                 # users in pain                   2         4
                                                Average        2.89      3.89




                 DW / DM
                                                 Median        2.94      3.94




March 06, 2009
Simplistic BI Data Flow - Fertilizer
Customer Data
                                         HR
                                         Data Mart
Production Data
                       DATA              Performance
                       WAREHOUSE         Data Mart
HR Data

                                         Customer
External Data                            Data Mart

                                 Warehouse Level              Analytical       End User
 Operational Data Level
                                                                Level
                                                                               Analysts
                            Collect, cleanse, organize and
 OLTP, ERP, external data                                    query, reportin   Managers
                                        distribute
    legacy applications                                             g
 Inventory Detail Records                                      & analysis
       HR Records

March 06, 2009
The End Result




March 06, 2009
Key Performance Indicators




March 06, 2009
KPI for Fertilizer


  Increase productivity and value        Farming Systems                Compliance with Quality
  added services                                                        Standards
                                         • Dryers
  •   Permits / licenses                                                • Particulates
                                         • Nurseries for seedling
  •   Increase in production
                                           production                   • Prescribed burning
  •   Number of demonstration plots
                                         • Drains de-silted             • Air emissions
  •   Total quantity of
                                         • Drains constructed           • Air quality
      fertilizers, chemicals and other
      agro-inputs                        • Drainage works completed     • Wastewater discharge
  •   Crop development programme         • Farm roads upgraded          • Waste discharge
  •   Hybrid varieties planted           • Lots bund leveling
  •   Crop extension projects              completed
      completed satisfactory
                                         • Farm roads graveled
  •   Total land irrigated
                                         • Access and availability of
  •   Total area of land cultivated
                                           land
  •   Estimated production potential
                                         • Milling efficiency
  •   Social Impact
                                         • Culverts installed



March 06, 2009
KPI for Fertilizer

                       • Environmentally favorable extensification of farming
                       • Low-intensity pasture systems
  Technical Services   • Landscape preservation
                       • High-value habitats conserved



                       • Estimated soil moisture
                       • Irrigation return interval
         Irrigation    • Irrigation scheduling coefficient
                       • Rate of applied volume of water
                       • Efficient use of water use



      Manage           • Land and water utilization rate
    Administrative     • Transportation system and logistics
                       • Availability of resources
      Services
March 06, 2009
KPI for Fertilizer
                 • Return to shareholders
                 • Profitability
      Finance    • Cash flow
    Management   • Investments evaluation




                 • Quality and timely policy advice
                 • Management structures and
     Personnel     systems
                 • Attention to customer
    Management   • Training programs


March 06, 2009
Trade Spend Analytics


                       Roles
 • Trade Spend V
   Budget
 • Trade Spend
   Efficiency &
   Effectiveness
 • Trade Send Uplift
   – Sales & margin
 • Spend by
                           Marketing
                                           Metrics & Dimensions
   Merchandize
                           Manager;
   Method
                       Customer Account
 • Promotion ROI
                        Managers; Sales
 • Promotion            Execs; Finance;
   OverUnder-           Promotional
   spend                                   Volume; Revenue (& growth); Total Promotion Profit; Targets; Market
                       Analyst; Business
                                           (volume $s); Market Share; Price; Margin %; Trade Spend; Promotion
 • Promotion Impact       Unit Heads;
                                               ROI; Promotional Uplift; Order Fulfillment %; Consumer pass
   – Cannibalization       Category
                                           through%; Stock Cover Customers; Events; Sales Channels; Products;
   & Halo effect        Manager; Brand
                                               Brands Categories; Promotion; Media types; Time; Locations
                           Managers




March 06, 2009
Manufacturing Management
                Analytics
                                                                                          New
      Production                             Inventory
                                                                                        Product
        Goals                               Management
                                                                                       Life Cycle

                                                                                        Product      Product
                                          Inventory     Inventory
                                                                                      Development   Milestone
              Capacity       QC Reject                                  Inventory
                                         Ageing Days   ABC Analysis
Back Log %
                                                                                       Lead Time     Plan V/s
             Utilization %    Rate %                                  Turns Ratio %
                                              %           Value
                                                                                         Days       Variances


March 06, 2009
Customer Profitability Analytics




                                 Incorrect information about
                                           customers              The real value is not in the
                                                                  money saved, but how you
                                 profitability, efforts to grow
    Find which customers are
                                                                  use information to adapt in
                                    sales directed toward
    destroying profits, eating
                                      customers that are           challenging environments
       away your earnings.
                                                                   such as today’s economic
                                        unprofitable. In
                                                                           situation
                                 reality, earnings will be low
                                       even with growth


                     Customer = King or Customer = Liability
March 06, 2009
Financial Management Analytics

                        Asset Efficiency
   Balance                        Cash Flow                              Treasury
 Sheet Goals                        Goals                                  Goals

 Capital   Debt to                          Net Cash    Working                                Net
                                                                   Borrowing   Investment
Employed   Equity                          Flow Value    Capital                            Liquidity
                     ROCE %   AR in Days
                                                                    Cost %       Yield %
  Value    Ratio %                             %        Ration %                              Value

March 06, 2009
Expense Management Analytics
     Supply Chain                            Operations Cost                            Overhead
      Cost Index                                 Index                                  Cost Index

   On Time Delivery                            IT Vendor                                Benefit Cost
        Goals                               Management Goals                               Goals


  Average                                    IT Project                      SLA
               Order Fill     On Time                     IT Lead time                 Benefit Cost    Benefit
Lead Time in                                Completion                   Performance
                Rate %      Unit Delivery                    in days                    Increase %    Payroll %
   days                                          %                            %

March 06, 2009
Financial Analytics

                                                                                 Brokerage
        Revenue Goals                         Costing Goals
                                                                                   Goals


                                            Revenue                  Brokerage   SQ Off V/s
                                                         Cost per                             Exchange
                                            V/s Cost                    V/s       Delivery
   Top         Top       Top       Top
                                                        customer                                wise
                                              per                     Funding    Brokerage
Customers   Branches   Channel   Product
                                                       acquisition                            Brokerage
                                           Employee                     Cost      pattern


March 06, 2009
Reduce Costs & Improve Efficiency with integrated BI
                        Operations




                                            Sales and
                                            Marketing
           Finance




         Single View reporting of Enterprise-wide Data




March 06, 2009
The Need for Better Insight and Visibility
     Exists Throughout the Organization
                                               Chief executive officer (CEO)
                                               “I need to know that the people in my
                                               organization have the right goals in place to
                                               understand and execute on the strategic
                                               initiatives of the company.”

          VP, operations                                                             VP, sales and marketing
           “I need better visibility into my                                          “I need better visibility into our
           cost of operations so I can                                                pipeline performance so I can
           target specific cost reduction                                             focus on deals that help me grow
           opportunities that won’t have                                              business with my most profitable
           a negative impact.”                                                        customers.”

                                                  Chief financial officer (CFO)
                                                  “I need to improve our analytics capabilities so we can
                                                  understand our current business performance and do a
                                                  better job of planning for the future.”
             Sales rep
                                                                              Customer support rep
            “I need to have the right demographic
                                                                              “I need better access to information to
            information so I can better target my
            opportunity prospecting.”                                         make better decisions on cross-sell and
                                                                              up-sell opportunities.”


March 06, 2009
BI Vision and Strategy




  Complete and integrated end-to-end BI Suite
    offering
  Widespread delivery of solutions through
    expert channel partners
  Enterprise grade and affordable

March 06, 2009
Enable Confident Decision Making & Improve
                      Efficiency




           Right Information, Right Time, Right Format



March 06, 2009
March 06, 2009
March 06, 2009
30
March 06, 2009
March 06, 2009
Analytical Reports = Business Intelligence
                                                             Asset / Inventory and
                                                                      Bills



                                                             Weekly &
                                                             Monthly
                                                             Budget &
                           Production Records                Planning




     Executive Dashboard




  Historical                          Sales Trend Analysis
   Trends


March 06, 2009
The product




•Accommodate thousands of users with ease of affordability
without prohibitive software license costs.

•Provide highly interactive interface, flexibility, most intuitive
reporting that improves decision making.

•Access any or multiple enterprise data source.
March 06, 2009
Our Customers




March 06, 2009
MAIA Intelligence
                 2/319, Millennium Business
                 Park, Sector 1, Mahape, Navi-
                 Bombay Maharashtra 400 701 |
                 INDIA
                  Tel: +91 22 66 888 999


                  Fax: +91 22 66 889 000


                 sales@maia-intelligence.com




March 06, 2009
MAIA                           Thank you
   Intelligence
                                  sanjaymehta@maia-intelligence.com




Corporate Office:
2/319, Millennium Business Park, Sector 1, Mahape, New Mumbai, India – 400 701
Tel: 91-22-66888999 | Fax:91-22-66889000

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Improve Efficiency & Reduce Costs through BI in Fertilizer Sector

  • 1. Improve Efficiency & MAIA Reduce Costs through ICT in the Fertiliser Sector Intelligence Sanjay Mehta, CEO Presented by sanjaymehta@maia-intelligence.com
  • 2. Company Profile • 2006 – Business Intelligence Product Company established • 2007 - Featured in NASSCOM 100 IT Innovators • 2007 - MAIA in ATRE, a Global technology Summit hosted by Red Herring • 2008 - 1KEY Agile BI Suite featured in Microsoft Solution Directory • 2008 - 1KEY is the only Indian BI to be recognized by National Informatics Centre Services Inc. (NICSI) • 2008 - Gartner’s Hype Cycle for ICT in India, Report mentioned MAIA • 2008 – Red Herring Asia Finalist 100 • 2008 – India’s Most Trusted IT Vendor by a CIO Survey by The CTO Forum • 2009 – Named ‘Most Successful Startup’ to watch out for by the readers and editorial board of I.T. Magz • 2009 – NIC BIDW division recommends MAIA 1KEY for Technology Development Board’s National Award • 2009 – Featured in Gartner’s BI Market Trend Report March 06, 2009
  • 3. “Not everything that can be counted counts, and not everything that counts can be counted.” ~Albert Einstein January, 2009 March 06, 2009
  • 4. Business Challenges • On-Time Delivery • On-Time availability of Financial Information • Excess Inventory • Disparate System Co-existing • Tracking and timely Reporting • Vendor Management March 06, 2009
  • 5. .. The Real Challenge • Bitten more than what we could chew..!! • Managing change • Long Implementation cycle • Process v/s department view of the organization • Adaptability of the system to changing business processes • Integration with other software • High post implementation costs March 06, 2009
  • 6. Two Distinct Worlds Finance Julia, Systems Operations Arun, Marketing Kevin, Account Mgr. Sales & Marketing Sara, IT CFO Inga, Purchasing Business Personal Process Productivity Automation March 06, 2009
  • 7. Today’s Fertilizer Business Environment Issue IT Impact Limited access to data Business systems are Poor interoperability disconnected Complex support and manageability Decision makers lack Reporting is time-consuming and costly real time business Must support multiple tools and insights formats Complex deployment and customization Difficulty managing the IT Escalating support costs lifecycle Inflexible for future change March 06, 2009
  • 8. Analyzing Fertilizer Business Issue Solution People need access to accurate data Support decision making across entire and analysis to make day-to-day enterprise at every level: business decisions strategic, tactical, operational Implement a real-time analytical engine Business data is not easily accessible and embed BI into critical business and is often “lost” in line of business processes applications Deliver one version of the Always viewing business information in truth with advanced analytics including hindsight, with little ability to forecast powerful data future activity mining tools March 06, 2009
  • 9. Enterprise Reporting for Fertilizer Issue Solution Implement reporting solution that Reports are in-flexible, not available delivers reports anytime, anywhere, in when and where needed, and the format you require difficult to interpret Reports take too long to get Get real-time, refreshable reports and are often out-of- without having to rely on IT to run date, limiting their usefulness them every time Implement a single, integrated Users require flexibility in report enterprise solution for the entire format and layout reporting cycle March 06, 2009
  • 10. Key questions to: Improve Efficiency & Reduce Costs Protect the existing Be Effective and Uncover Future Growth business Efficient Opportunities • Which lines of • What are we currently • Can we plan multiple business are most spending and what growth scenarios for profitable? can we safely cut ? next year? • Who are my most • What is the impact of • Which product line profitable customers? those cuts ? grew last year ? • Where is my revenue • Will a saving in one • What trends are there coming from? place have a knock on in buying patterns? • How can we increase • effect in efficiency in • Which suppliers are sales? another place? giving us the best deal? • What risk exposure do • How can we increase we have? productivity? March 06, 2009
  • 11. Where BI Fits OLTP Intra/Extra/Internet Competition Business Information Business Resources Needs Intelligence Knowledge Management Regulation Project A Project B Politics of Pain 5 3 Level of Pain 3 4 Sustainability of Pain 3 5 Time to market 2 5 Team experience 2 3 Resources required 4 5 # of users 1 3 # of user locations 4 3 # users in pain 2 4 Average 2.89 3.89 DW / DM Median 2.94 3.94 March 06, 2009
  • 12. Simplistic BI Data Flow - Fertilizer Customer Data HR Data Mart Production Data DATA Performance WAREHOUSE Data Mart HR Data Customer External Data Data Mart Warehouse Level Analytical End User Operational Data Level Level Analysts Collect, cleanse, organize and OLTP, ERP, external data query, reportin Managers distribute legacy applications g Inventory Detail Records & analysis HR Records March 06, 2009
  • 15. KPI for Fertilizer Increase productivity and value Farming Systems Compliance with Quality added services Standards • Dryers • Permits / licenses • Particulates • Nurseries for seedling • Increase in production production • Prescribed burning • Number of demonstration plots • Drains de-silted • Air emissions • Total quantity of • Drains constructed • Air quality fertilizers, chemicals and other agro-inputs • Drainage works completed • Wastewater discharge • Crop development programme • Farm roads upgraded • Waste discharge • Hybrid varieties planted • Lots bund leveling • Crop extension projects completed completed satisfactory • Farm roads graveled • Total land irrigated • Access and availability of • Total area of land cultivated land • Estimated production potential • Milling efficiency • Social Impact • Culverts installed March 06, 2009
  • 16. KPI for Fertilizer • Environmentally favorable extensification of farming • Low-intensity pasture systems Technical Services • Landscape preservation • High-value habitats conserved • Estimated soil moisture • Irrigation return interval Irrigation • Irrigation scheduling coefficient • Rate of applied volume of water • Efficient use of water use Manage • Land and water utilization rate Administrative • Transportation system and logistics • Availability of resources Services March 06, 2009
  • 17. KPI for Fertilizer • Return to shareholders • Profitability Finance • Cash flow Management • Investments evaluation • Quality and timely policy advice • Management structures and Personnel systems • Attention to customer Management • Training programs March 06, 2009
  • 18. Trade Spend Analytics Roles • Trade Spend V Budget • Trade Spend Efficiency & Effectiveness • Trade Send Uplift – Sales & margin • Spend by Marketing Metrics & Dimensions Merchandize Manager; Method Customer Account • Promotion ROI Managers; Sales • Promotion Execs; Finance; OverUnder- Promotional spend Volume; Revenue (& growth); Total Promotion Profit; Targets; Market Analyst; Business (volume $s); Market Share; Price; Margin %; Trade Spend; Promotion • Promotion Impact Unit Heads; ROI; Promotional Uplift; Order Fulfillment %; Consumer pass – Cannibalization Category through%; Stock Cover Customers; Events; Sales Channels; Products; & Halo effect Manager; Brand Brands Categories; Promotion; Media types; Time; Locations Managers March 06, 2009
  • 19. Manufacturing Management Analytics New Production Inventory Product Goals Management Life Cycle Product Product Inventory Inventory Development Milestone Capacity QC Reject Inventory Ageing Days ABC Analysis Back Log % Lead Time Plan V/s Utilization % Rate % Turns Ratio % % Value Days Variances March 06, 2009
  • 20. Customer Profitability Analytics Incorrect information about customers The real value is not in the money saved, but how you profitability, efforts to grow Find which customers are use information to adapt in sales directed toward destroying profits, eating customers that are challenging environments away your earnings. such as today’s economic unprofitable. In situation reality, earnings will be low even with growth Customer = King or Customer = Liability March 06, 2009
  • 21. Financial Management Analytics Asset Efficiency Balance Cash Flow Treasury Sheet Goals Goals Goals Capital Debt to Net Cash Working Net Borrowing Investment Employed Equity Flow Value Capital Liquidity ROCE % AR in Days Cost % Yield % Value Ratio % % Ration % Value March 06, 2009
  • 22. Expense Management Analytics Supply Chain Operations Cost Overhead Cost Index Index Cost Index On Time Delivery IT Vendor Benefit Cost Goals Management Goals Goals Average IT Project SLA Order Fill On Time IT Lead time Benefit Cost Benefit Lead Time in Completion Performance Rate % Unit Delivery in days Increase % Payroll % days % % March 06, 2009
  • 23. Financial Analytics Brokerage Revenue Goals Costing Goals Goals Revenue Brokerage SQ Off V/s Cost per Exchange V/s Cost V/s Delivery Top Top Top Top customer wise per Funding Brokerage Customers Branches Channel Product acquisition Brokerage Employee Cost pattern March 06, 2009
  • 24. Reduce Costs & Improve Efficiency with integrated BI Operations Sales and Marketing Finance Single View reporting of Enterprise-wide Data March 06, 2009
  • 25. The Need for Better Insight and Visibility Exists Throughout the Organization Chief executive officer (CEO) “I need to know that the people in my organization have the right goals in place to understand and execute on the strategic initiatives of the company.” VP, operations VP, sales and marketing “I need better visibility into my “I need better visibility into our cost of operations so I can pipeline performance so I can target specific cost reduction focus on deals that help me grow opportunities that won’t have business with my most profitable a negative impact.” customers.” Chief financial officer (CFO) “I need to improve our analytics capabilities so we can understand our current business performance and do a better job of planning for the future.” Sales rep Customer support rep “I need to have the right demographic “I need better access to information to information so I can better target my opportunity prospecting.” make better decisions on cross-sell and up-sell opportunities.” March 06, 2009
  • 26. BI Vision and Strategy Complete and integrated end-to-end BI Suite offering Widespread delivery of solutions through expert channel partners Enterprise grade and affordable March 06, 2009
  • 27. Enable Confident Decision Making & Improve Efficiency Right Information, Right Time, Right Format March 06, 2009
  • 32. Analytical Reports = Business Intelligence Asset / Inventory and Bills Weekly & Monthly Budget & Production Records Planning Executive Dashboard Historical Sales Trend Analysis Trends March 06, 2009
  • 33. The product •Accommodate thousands of users with ease of affordability without prohibitive software license costs. •Provide highly interactive interface, flexibility, most intuitive reporting that improves decision making. •Access any or multiple enterprise data source. March 06, 2009
  • 35. MAIA Intelligence 2/319, Millennium Business Park, Sector 1, Mahape, Navi- Bombay Maharashtra 400 701 | INDIA Tel: +91 22 66 888 999 Fax: +91 22 66 889 000 sales@maia-intelligence.com March 06, 2009
  • 36. MAIA Thank you Intelligence sanjaymehta@maia-intelligence.com Corporate Office: 2/319, Millennium Business Park, Sector 1, Mahape, New Mumbai, India – 400 701 Tel: 91-22-66888999 | Fax:91-22-66889000