Mohawk: CPG Company of Tomorrow

AIMEE can be embedded in the value chain of CPG. Its different technological modules allow us to adapt to a fast, accurate, and more data-driven approach to building products and brands that match the needs of the consumers of today. For the first few years, we were using the software mainly for ourselves. But recently, in the last year and a half, we started offering it as a service to others as well. Using the software, we built over 280 products and generated revenues north of $114 millionin 2019. We have scaled the platform and are now offering it as software as a Service (SaaS) to other clients. We already have a few clients on board and we manage their products on the platform along with our products.

At what point do the consumer product manufacturers employ your services? How do you onboard them?

We are trying to onboard mid-sized to large businesses in the consumer product space for now. Typically, an engagement would start with a company reaching out to us through the different channels we promote AIMEE on. Our account management team will then interview the CPG company to see if they fit our criteria. If the company is operationally ready to go to market from production, all the way directly to the consumer, then we would be a great fit. However, if a potential client relies more on distributors and retailers and is not operationally ready to take full control of their business, then we are not the best fit for them. This is because we built the software for a business model where an organization can control its pricing, media buying strategy, and various other complexities that AIMEE can resolve. If the level of complexities the companies have to deal with is more extensive, AIMEE’s different modes help optimize that. The software can help you get the right forecasting, right inventory planning, fulfillment, and pricing strategy. Everything that you have to think about when you market your product on your own, we can help you automate those.

Could you elaborate for our readers about how AIMEE helps CPG manufacturers simplify their marketing strategies?

Using AIMEE, we are running ecommerce on multiple channels. The software is connected to various channels and brings up all the data on one dashboard where we can manage everything that is happening in real time. Figures like sales-by-the-hour, sales breakdown, sales-by-month, and daily sales are available in real-time. This data gets updated every 15 minutes, which puts an inexhaustible quantum of data at the fingertips of the financial analysts. They can look at a product’s per-hour-sales, their amount in inventory, profit and loss figures, etc. They can also see the amount of money spent on logistics and warehousing, ensuring high visibility of the supply chain. AIMEE can also show how a product is ranked and how it shows up in every search in real-time. Using the software, we are trying to get to a point where AIMEE can manage the entire product life-cycle. These features are all marketing strategies that use machine learning to manage a product. After every few minutes or an hour, the system updates us on its activities. Thus, instead of having hundreds of people look all-day-long at the results of the market and optimize the price and other factors, we are teaching the system to do it by itself.

Where do you envision the roadmap of the company going in the near future? Is there any new functionality or future rollouts that you are going to introduce?

We are looking to continue investing in our own brands. We also think that the AIMEE is mature enough to scale our managed SaaS offering to onboard other brands rapidly. As a result, we are looking to dramatically scale the number of products handled by the platform, including both our own products and third-party brands. In terms of geographical expansion, our goal is to expand the software to India, China, and everywhere e-commerce has a strong presence.