COMMERCIAL INTELLIGENCE PLATFORM

Strategy flows down.
Intelligence flows up.
The loop closes.

The AI-powered platform for companies that distribute through third-party networks. Distribution management, sales force automation, competitive intelligence, trade marketing, and retailer loyalty - one platform, one source of truth.

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Built for Asia Pacific distribution Replaces the $500K consulting engagement AI that learns from every field interaction

The distribution intelligence gap

In every distributor-led organisation, strategy degrades as it flows down - and intelligence never flows back up. Strata Core closes both gaps.

↓ Strategy as designed at HQ 100% fidelity
↓ Strategy at distributor level 58% retained
↓ Strategy at DSR / last mile 24% executed
↑ Field intelligence flows back to HQ AI-captured, verified, actionable

The platform

Six integrated capabilities. One database. One AI reasoning layer. Every decision between the boardroom and the shelf - guided, traceable, accountable.

Strata DMS - Distribution Management System dashboard showing performance command centre
Distribution Management

DMS - The Operational Backbone

Multi-tenant, multi-distributor distribution management. Orders, billing, inventory, credit limits, batch tracking, and warehouse operations - all with real-time financial controls and ROIC-based viability measurement.

Primary & Secondary Orders Invoice & Credit Notes Inventory & WAC Credit Limit Control Multi-Warehouse
Sales Force Automation

SFA - Intelligence at the Last Mile

Mobile-first field app for DSRs. AI pitch recommendations before every outlet call. GPS-verified visits. Voice journaling. Structured refusal capture. Offline-first architecture for markets with poor connectivity.

AI Morning Brief Smart Route Planning Voice Journal Offline-First Order Capture
Strata competitive intelligence - AI extraction pipeline review queue
Competitive Intelligence

AI-Powered Price & Activity Monitoring

DSRs photograph competitor price lists in the field. AI extracts prices, matches to catalog, validates against baselines, and flags anomalies. The pricing aspiration matrix tells you exactly where you stand vs. every competitor, at every tier.

Photo-to-Price AI Perceptual Dedup Anomaly Detection Pricing Index Auto-Triage
Strata AI insights - distributor attrition risk prediction dashboard
AI Insights & Analytics

Executive Intelligence That Drives Action

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.

NL Query Engine Attrition Risk AI Demand Forecast Scheduled Reports Insight Cards
Strata trade marketing - promotion simulator with AI-predicted ROI
Trade Marketing & Digital

From Brief to Attribution in One Platform

Promotion simulation with AI-predicted ROI. Campaign builder with push-to-serve across Meta, Google, TikTok, and Shopee/Lazada. Creative asset management. Full campaign attribution linking digital spend to sell-through.

Promo Simulator Campaign Builder Channel Adapters Attribution Asset Library
Retailer Loyalty & Trade App

Direct Retailer Engagement

Mobile app for retailers (warung, kedai, kirana). Multi-brand loyalty with configurable earning rules. QR scan-to-earn. Order history. Reward redemption. The brand finally has a direct relationship with the outlet - not routed through the distributor.

Multi-Brand Loyalty QR Scan-to-Earn Reward Catalog Trade Schemes OTP Auth

Built by people who have run distribution networks

Not by people who read about them.

The diagnosis becomes the configuration

RTM Assessment findings don't live in a PowerPoint. Adopted recommendations seed live module configurations automatically. The platform knows why every setting exists.

ROIC, not gross margin

Distributor viability measured by return on invested capital against a market hurdle rate. The only metric that honestly answers whether a distributor relationship is economically rational.

Ground truth, not self-reported data

DSR visits are GPS-verified. Shelf compliance is AI-analysed from photographs. No distributor can enter junk data to game their incentive. The single source of truth is the foundation.

AI that learns from every interaction

Three-tier learning architecture. Better prompts from feedback capture. Codified rules from pattern recognition. AI bypass when patterns become deterministic. The system gets smarter without sending more data to AI providers.

Knowledge Center

Practitioner essays on route-to-market strategy, distributor economics, and the craft of building commercial intelligence software.

Distributor Economics

The Receivables Trap: Why Challenger Distributors Go Broke on Paper-Profitable Businesses

Working capital locked up in uncollected trade receivables grows faster than revenue. The standard model treats it as linear. It compounds.

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Financial Analysis

EBITDA and ROIC Are Not Substitutes: Why Single-Test Viability Kills Distributor Businesses

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.

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Strategy Architecture

Incumbency Bias Is an Architecture Problem: The Case for Sealed-Track Strategy Work

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.

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Strategy Craft

The Disconfirmation Slide: Why the Strongest Counter-Argument Belongs in the Main Deck

The slide that separates a board-grade deliverable from a sales pitch is the one that presents, front and centre, the strongest arguments against each recommendation.

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Distribution Design

The Shared Infrastructure Model: Rethinking Distribution Economics for Marginal Territories

When a territory can't carry a dedicated distributor's fixed costs, most organisations either subsidise or skip it. There is a third option.

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AI & Analytics

Co-Build: Why AI Alone and Clients Alone Both Produce Garbage

AI produces confident numbers with no operational grounding. Client teams produce grounded strategies with no external benchmark. Neither alone is sufficient.

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Data Quality

Confidence Tiers as a Commercial Discipline

Every data point in a strategic analysis carries a provenance. Treating AI estimates and verified field data as equal confidence destroys decision quality.

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Market Entry

Dimension 4 Is Contextual: Why Principal Respect Can't Be a Binary Gate for Challenger Brands

A market-leading lubricant brand and a challenger entering a new market need fundamentally different distributor evaluation criteria.

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Commercial Operations

Fault Attribution: The Missing Commercial Capability

When a territory underperforms, "push harder" is not an answer. Fault attribution traces the underperformance to its structural cause - and names the intervention.

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Building With AI

Translation Loss: Why Solo Founders Building With AI Can Out-Execute Traditional Teams

Every handoff between a domain expert and a developer introduces translation loss. When the domain expert builds directly with AI, the loss disappears.

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Route to Market

Why Strategy Disappears Between the Boardroom and the Shelf

A global marketing team designs a perfect promotion. By the time it reaches the DSR on the street, it is unrecognisable. This is not an execution problem.

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Distributor Management

The Joint Business Plan Has Been a Document for 30 Years. That's the Problem.

27% of CPG companies get no real-time insight into distributor compliance. Here is what happens when the JBP becomes a live database record.

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Commercial Analytics

The Performance Signature Engine: Why Reading Four Gaps Simultaneously Changes the Conversation

Single-metric dashboards produce symptoms. Reading revenue, coverage, AOV, and SKU distribution together produces diagnoses. The difference changes outcomes.

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Distributor Economics

ROIC, Not Gross Margin: The Only Honest Measure of Distributor Viability

Gross margin tells you what happened. ROIC tells you whether the capital would earn more in a bank account. Most viability frameworks test the wrong one.

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Field Execution

The DSR Is the Point Where Strategy Disappears. It Doesn't Have to Be.

A new DSR with the right tools is more effective on day one than a veteran without them. That difference compounds across hundreds of DSRs in a distributor network.

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Channel Strategy

eCommerce Isn't Killing Your Distributor. Misattribution Is.

When a brand launches on Shopee, distributor sell-through drops. The obvious conclusion is wrong. The real problem is measurement architecture.

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Platform Architecture

The Diagnosis Becomes the Configuration

When an RTM Assessment recommendation is adopted, it seeds the downstream module configuration automatically. No other platform starts here.

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SaaS Strategy

Client-Neutral SaaS and the Invisible Moat of Canonical Mapping

Every client has their own channel taxonomy. The platform that maps them all to a canonical structure owns the cross-client intelligence layer.

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Incentive Design

The Tenant's Superpower: DSR Incentives That Bypass the Distributor's Priority Filter

The distributor decides what their DSR sells. Unless the tenant has a direct incentive channel to the DSR. That changes the power dynamic entirely.

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System Architecture

The Closed Loop: Why Architecture Beats Features in Distribution Tech

Every vendor sells features. The one that wins sells a closed loop - strategy flows down, intelligence flows up, and the system compounds.

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Platform Strategy

The Real Moat Isn't Code - It's the Data Network Effect

The real competitive advantage isn't the code or formula outputs, but the data that accumulates as clients use the platform. A 12-month engagement with verified field data is locked in.

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Sales Operations

Ways of Working Documents Are Secretly Sales Assets

The operational manual that follows an engagement is typically filed away unread. Designed well, it plants the question about the next module at exactly the right moment.

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Product Architecture

Territories Are Not the Unit of Analysis - Scenarios Are

Modeling territories as the primary unit breaks down because they double-count in real deployments. The right abstraction is the scenario - a MECE grouping with no overlap.

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Engineering Excellence

Consulting Discipline Beats AI Velocity

Speed during code generation is worthless if the spec is vague. The real leverage comes from locked specifications upstream and disciplined validation before building on results.

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Commercial Strategy

Channel x Product Is a Strategic Diagnostic, Not Just a Formula Input

A distributor spending 35% of effort in a channel with only 15% category volume is structurally vulnerable, regardless of targets. This diagnostic turns configuration into executive insight.

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Engagement Design

Two States, Not One - Delivered vs Closed

Most consulting software flips from active to archived immediately after delivery, locking clients out at the exact moment they're circulating the work. The fix: an extraction period.

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Data Integrity

Confidence Badges Turn Assumptions into Conversations

Presenting every number with equal authority is the cleanest way to lie with data. Making confidence visible turns assumptions into a roadmap for data improvement.

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Commercial Planning

Bottom-Up R3, Not Top-Down - Why Aspiration Can't Be a Percentage

Taking a percentage of a ceiling and calling it a target is operationally unplumbable. Real targets are built outlet by outlet with decomposable dimensions.

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Product Design

The Client View Is the Same Screen - Just Rendered Differently

Treating different roles as different screens creates drift and maintenance nightmares. A single screen with render modes controlled by a flag solves the problem at build time.

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Architecture

Cross-Tenant Access Is a Real Schema Problem, Not a UX Bug

The standard multi-tenant model assumes users belong to one tenant, which fails for consulting where senior partners work across multiple client organisations.

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Market Dynamics

E-Commerce Cannibalisation Needs a First-Class Variable, Not a Footnote

When e-commerce takes 14% of a category's volume, a territory model that ignores this inflates distributor viability by exactly 14%. Make cannibalisation a first-class variable.

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Product Strategy

The SKU Channel Fit Score Started as a Weighted Average and Became a Portfolio Question

A weighted-average channel fit score works until real data contradicts it. Corrections accumulate and the score becomes a portfolio diagnostic.

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Product Testing

Stop Asking Claude to Evaluate Your Product - Put a Real Person Through It

AI evaluation of UX is fast but structurally inadequate. A 20-minute structured review with a real user yields more actionable signal than days of AI suggestions.

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Distributor Economics

The Real Distributor Conversation Isn't About Margins - It's About Working Capital

Working capital, not margins, is the dominant constraint in distributor viability and accounts for 78% of total investment. Credit terms are the real lever.

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Data Durability

The Audit Log Is the Product, Not the Paper Trail

In consulting where decisions are reviewed years later, the audit log can't be a compliance feature. Writing the event before the mutation makes it the product itself.

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See the platform. Ask the hard questions.

We built Strata Core for experienced distribution leaders who know what good looks like. Request a briefing and we will show you the live system - not a pitch deck.