How LLamasoft Is Designing Success For Customers’ Supply Chains

Ann Arbor, Michigan-based supply chain design software business LLamasoft is considered one of the fastest growing technology companies in North America. The company was founded by Don Hicks and Toby Brzoznowski in the late 1990s, and offers a number of innovative solutions that help some of the world’s best-known brands make smarter, faster decisions about their supply chain operations.

Its flagship software, Supply Chain Guru, is used for optimizing and simulating supply chain network operations and modeling potential changes based on performance, costs and risks. Last year, LLamasoft released Supply Chain Guru X, the newest generation of its software, which enables companies to build living models of their end-to-end supply chains. Customers can easily visualize inefficiencies, optimize for significant improvements in cost, service and risk, and test hundreds of potential scenarios for continuous supply chain improvement and innovation. Also released was Demand Guru, a new solution that empowers companies to improve their supply chain design and strategic business initiatives by incorporating powerful causative demand modeling.

In 2012, LLamasoft raised $6 million in funding, led by MK Capital. Nike also became a strategic investment partner that year, taking a minority share in October. Jumping forward to 2015, LLamasoft had a big year – acquiring IBM’s LogicTools supply chain applications business, raising $50 million in Series B funding from Goldman Sachs to fund expansion and R&D, and acquiring South Africa-based Barloworld.

Several months ago, TPG Capital, the investment group behind companies like Uber, McAfee and Airbnb, invested over $200 million in LLamasoft after seeing great promise in the company and fully understanding the value its technology delivers to customers.

Today, LLamasoft counts among its 700 customers companies such as Michael Kors, Land O’ Lakes, Johnson & Johnson, and Wayfair. The company estimates that it signs 30 to 40 new clients per quarter. When I asked Brzoznowski if he could share some of LLamasoft’s customer success stories, he pointed out a few recent examples of customer use cases including Michael Kors, U.S. Silica, Hewlett-Packard and Johnson & Johnson.

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New Risks Jolt Commodities Supply Chain

The challenges facing the commodities sector have multiplied as corporations worry much more about compliance and reputational risks. Checking suppliers and, in turn their own suppliers, require new mechanisms and collaboration. Historically, large purchasers of raw materials worried foremost about price volatility and diversity of suppliers, either to meet financial projections or to avoid business interruptions.

Today, corporations must also worry that they are not unwitting participants in violating economic sanctions or tax fraud, or whether their goods are identified as coming from undesirable suppliers. Given the already complex nature of products, the impenetrable thickets of regulation and the threat from activists ready to lay siege via lawsuit or social media, these compliance and reputational risks add to a vastly increased burden faced by commodities firms.

“Clearly companies have a handle on financial risks, but if they’re operating in emerging markets they’re dealing with multiple issues,” says Mr Talib Dhanji, a partner at EY and leader of the firm’s commodities practice. “The key is to be on top of the different ways that people can commit fraud.”

Quality controls

Trading firms have a somewhat different set of risks from their industrial customers, because many firms do not take physical possession of the goods in question; they only trade futures and hedging instruments with other firms or customers. The frauds they might encounter, then, are more about unreliable promises than contaminated goods.

“Just because you get a nicely published document, that doesn’t mean it’s appropriate,” Mr Dhanji says. “You’ve got to have the right quality controls in place.” Trading firms are better positioned to put those controls in place, both because they face heavy oversight from the US and European regulators, and because the thin profit margins in commodities can mean severe financial pain if they fall victim to unscrupulous dealers.

A delivery that turns out not to meet specifications on quality, place of origin, or volume, for example, might mean a hedging instrument based on that shipment is invalid or insurers would not cover the loss. That threat tends to focus the trader’s mind.

Public scrutiny

Corporations that consume raw materials are in a more difficult spot. They are facing more public scrutiny and regulatory oversight than ever before, and many still do not have the right processes or structures to manage these new commodity risks effectively.

Compliance and reputation risks in the supply chain are different. Instead of a company looking horizontally to find more suppliers of materials, the company must look vertically down to its suppliers, and then their suppliers, and their suppliers, and so forth — all to be sure that no unwanted goods have infiltrated the supply chain at any point.

That requires new mechanisms to confirm the source of commodity goods, as well as new collaboration among treasury, risk, procurement, and compliance departments to do the task well.

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