Wednesday, October 22, 2014

Entution: A Journey based ERP on Cloud

ERP is a very scary term for many corporates. For some organizations, it is a huge expense and a sunk cost. As per the Panorama Consultants 60% of ERP implementations are challenged projects. The main reason for this is the complexity of the entire ERP domain.
Bileeta is an ERP development company which has more than 15 years of experience in ERP development and its business models. They provide a tire II ERP solution for businesses who are in the sales and distributions, projects & services and finance verticals. They list the following as the complexity formulating factors for ERP implementations.

Software products are not visible until you use them. ERP no difference. No matter how many pre sales meetings you have the end user is not getting the actual picture of what they are getting. Demos help to clear the picture a bit, but still the end result is not clear.

Lack of visibility then leads to a situation where you are unable to map your business requirements with the system you are getting.

This results a system that has loads of functionality you may or may not use. This makes the system bulky and difficult to use.

An ERP system is heavily used by the operational staff of an organization. The new system is challenging the current status quo of the staff. This makes the staff resistance to use and making the organizational change management process a challenging one.


This user resistance in turns results a huge amount of customizations to the product and long running training and consulting program to get them to adopt the new system in day to day work. This results exceeded project time. Time is money, so it increases the implementation cost too.

Bileeta came up with a brand new concept called "Journeys" to reduce this complexity which in turns will reduce the time and budget that need to spend ERP implementation. 

 "Journey" is basically a combination of functionalities across the modules to cater a business process. In traditional ERPs, you need to get bunch of modules to get a single functionality to work. The end user knows their business process well, but they do not know the "Modules". Journeys are these exact functionalities they want. 

This concept helps an organization to start using the necessary functionalities of a system to start with and add more journeys as they grow. This gives the flexibility for the organization to slowly adopt the entire ERP system without going through the hassle of a complicated change management process within the organization to adopt the ERP solution.  

Since this is a cloud based solution, all the journeys are available in a journey pool and can be imported to the existing system without any disturbance to the ongoing processes. 

All these are bundled in to the new product named "Entution" The product it self is designed in a easy to buy, configure (3 steps configuration) and use. Also it is offered in public cloud for general users, public cloud for industry specific users and public/private cloud for large organizations.

Entution has won the Gold award in the NBQSA 2014 under the category of e-logistic and supply chain management. It also won the overall Gold award for the year 2014. This has proven its disruptiveness in the domain and stability of the product. 

Check out this video to get a quick feel of Entution.

Note: Images used in this post are copyrighted to Bileeta (Pvt) Ltd.


Panorama Consulting. 2014. 2014 ERP Report. [ONLINE] Available at: [Accessed 21 October 14].

Wednesday, January 01, 2014

The Concept of "Connected Marketing" in Short

The world is never going to be a simple place. People's requirements are complex. Not only human beings, even animal's requirements are more complex than before. Marketing also have passed several iterations of changes but the core of marketing has not being changed. I liked one of the quotes a lecturer in my MBA mentioned which is, "Marketing is common sense, common sense that is not so common". It is indeed understanding people, needs, community and trying to cater the best product or service. Also, to sustain the connection you had with the individual or community by keeping them nurturing. Another angle would be to understand human psychology and influence on it to create awareness and help them to success their goals. There are tools to help marketing products or services, but if you think clearly, it's really the common sense that help to achieve the actual results.

Today we are connected with the world in many ways. That itself brings a big challenge to marketing our product/service/brand/etc as the competitors also have the same amount of resources to connect with the customer. Connecting with a customer for lifetime would be the ultimate success of the business in the long run.

It's obvious that now days we use Internet to connect with the rest of the world more than other conventional method such as snail mails, postcards, telegrams, etc. A Computer is now a house appliance and Internet is the connecting medium. Well, with all the information we've shared, many entities know almost all the details of individuals to a greater extent. Eg: Pizza hut maintains a detail level records of what you ordered, when, delivered locations, etc.

In business we use connecting technologies to connect with Customers, Partners and world around us. We use TV, CD/DVDs, cell phones, fax, web, virtual reality displays, etc to communicate about the product or service. Not like in past, organizations now segment the market and connecting with selective customer base to talk about their product/service.

Connecting for a Lifetime

In today's marketing, companies being more selective about which customers they should serve. Companies dig deeper to customer needs and trying to build a long lasting relationship. Not like in mass marketing, this effort is to ensure that the selected customer will retain for a longer period, by managing the lifetime value of a customer. When a business do better in keeping old customers happy makes the competitors very difficult to find new customers. As the loyalty of the customers increases credibility of the business also increases. Hence, businesses now days trying to grow the "share of customer" instead of "share of market". They try to find needs of existing customers and provide products or services to satisfy those needs. If you look at Amazon (, they started as online bookseller and now sells many other things to keep their customers engaged.

Connecting with Stakeholders

Stakeholders includes people are from inside and outside of the company (Staff, partners, board, customers, community, etc). In default scenario, marketing folks helps to bridge the consumer and a particular product team/department to coordinate the need and supply chain. Also in some organizations almost everyone is playing a marketing role to some extend. Eg: Software companies like WSO2 Inc have people who plays cross roles. Engineering team helps a lot in Marketing where they attend in Webinars, writing blog posts about products, etc which are not directly related to Engineering. So it's all connected, Marketing, sales, manufacturing, engineering and list can go on.

Strategic alliances have become a need in most of the companies. For example, most of the big companies are at least have a single partner. Strategic partnerships are playing some sort of an role in any type of business in a given time. A business to grow successfully the connection with stakeholders have to be strong and long lasting. Poor communication with stakeholders also a huge indirect cost to an organization.

Even though we think we know all the fancy theories of marketing we fail most of the time because we have not focused on the "common sense". Understanding how world is changing and filling the need gap is going to be one of the big challenges for Marketeers. No matter how good your marketing/corporate plan is, if you don't have the common sense and do not have the understanding of connected marketing, the probability of failure is very high. Marketing is not just sending bunch of mails to a set of email addresses in a database, street promotions, advertising or fancy conferences. It includes a challenging task of understanding human needs and connecting with them for lifetime (B2B or B2C).

This post is just to scratch the surface of the whole Connected Marketing concept. This does not cover the methods on how to successfully market your product/service. As one of the basic principles in marketing, if you understand that "Everything in marketing starts and ends with the customer", you can go a long way as a successful connected business.

Happy year 2014!