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Vision Chain is Now Orchestro
[February 12, 2013]

Vision Chain is Now Orchestro

WASHINGTON --(Business Wire)--

Building on a 10-year track record of helping the world's largest brands make better decisions with demand execution management, Orchestro - the company formerly known as Vision Chain - announces new leadership and an aggressive expansion of product development, operational and customer support, sales and marketing.

Orchestro solves the burning question for all consumer product companies: How to instill the agility and actionable intelligence required to win an edge - across every aspect of the business - and make the best demand decisions to increase on-shelf availability, run better promotions, or invest in the right category expansion.

"Consumers know what they want, and expect it to be there. It's that simple. On the back end, retailers and consumer product companies need to proactively sense where demand is heading, understand the drivers, and create opportunities for customer delight," said Prashanth V. (PV) Boccasam, the newly appointed CEO of Orchestro and general partner at Novak Biddle Venture Partners. "For the past decade, this company has been turning Big Data into priorities, roadmaps and results. Our growth is a testament to the value our customers derive; now it's time to crank up the heat."

Orchestro has nearly doubled its team in the past 90 days - with plans to hire 5 more by month-end - to help brands meet the sky-high stakes of the consumer-driven supply chain.

The new corporate identity reflects the fundamental transformaion of consumer markets today. Product teams need to make sense of new channels, new data sources, more connected shoppers, and more inter-dependent supply chains. The name Orchestro represents a more effective way to orchestrate supply and demand, at the speed of the consumer market.

"This team has consistently played a pivotal role in its customers' business transformation, with Big Data analytics before Big Data was even a concept," said Jack Biddle, Orchestro board chairman and Novak Biddle managing partner. "Couple that kind of track record with cloud service delivery and a solution that meets the urgency of consumer expectations - and you have a winning opportunity in anyone's book."

Springing from the company's roots as an enterprise Demand Signal Repository (DSR), Orchestro's cloud-native demand execution management product suite - the premier solution to the consumer market - delivers:


  • Automated aggregation - a better way to collect, cleanse and harmonize varied and fast-moving information, from point-of-sale (POS), consumer sentiment and operational data
  • Adaptive analytics - that understand the nuances of consumer categories to run the right algorithms for fast-moving products versus commodity or seasonal items
  • Actionable applications - to drive better decisions around assortment, promotions, replenishment, new item introductions and pricing

As with any Big Data initiative, quantifiable results matter most. Orchestro customers realize outcomes like:

  • A major food and beverage manufacturer uncovers $4.3 million in lost sales opportunities - per day - at a key retailer
  • A large consumer product company incorporates point-of-sale (POS) data into their forecast, and is able to reduce inventory at a national grocery retailer's distribution center by 60%
  • A seasonal goods manufacturer reduces expedites and realizes inventory savings of $2.5 million with enhanced planogram compliance

According to Lora Cecere, Supply Chain Insights founder and author of Bricks Matter: The Role of Supply Chains in Building Market-Driven Differentiation: "The next generation of analytics will allow companies to test and learn in market and translate impacts across the supply chain from the customer's customer to the supplier's supplier."

About Orchestro

Orchestro powers demand execution for consumer-driven supply chains. Its adaptive analytics engine (Maestro™) makes sense of tens of thousands of real-time data feeds daily, across point-of-sale (POS), consumer sentiment and operational data. The world's largest brands trust Orchestro's cloud-native applications to transform their Big Data into better demand execution action plans - across product lines, promotions, retailers and channels. Please visit www.orchestro.com for more information.


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