We view the product value chain as an extended supply chain, spanning from R&D to manufacturing to supply chain to consumer / patient. It encompasses all aspects of the product, the lifeblood of your company. It guides us to connect the functions that matter. It provides the common context across silos, rendering data meaningful, simplifying work. It starts with the end in mind, structuring processes, information and technology to the common language of the product recipe.

Two Moments of Truth
We look at the business from two viewpoints. First we look at the customer. We give voice to their service requirements so you know the difference between the “cost of entry” and true business building capabilities. Second, we analyze the viewpoint of the patient or consumer, the ultimate user of your product. Some call this the two moments of truth – when the consumer chooses and uses.

The customer requirements guide the design of the product value chain to help you win at the first moment of truth. The recipe becomes the universal language across R&D, Engineering and Operations to help you win the second moment of truth.. Our ultimate goal is to connect the dots across the product value chain, building bridges between functional silos, while growing the capability of your teams and individuals along the way.

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How it’s applied


We align the building blocks of the recipe with equivalent engineering building blocks for the plant and execution systems design that will be used to make the product. Complexity falls away, cycle times evaporate and launch reliability amplifies. And because you’re no longer reinventing the wheel each time, it becomes relatively easy to re-site products to other plants around the world, enabling rapid scale-up.

Market mastery
We believe the beating heart of any supply chain is in sound planning. With that in mind, we link R&D’s product development plans with Sales & Marketing’s go-to-market plans. We connect manufacturing schedules with material plans, right through to distribution to customer or patient. Your different customer segments now dictate the capabilities you need to create or rethink in your supply chain to deliver and compete. And that’s the easy part. The essence of the “Zinata effect” is revealed in execution, when this complex system flows in a synchronized manner – enabling you to exploit the surprises inherent in ever-changing markets. We use tools coupled with technology to help you make decisions in NOW mode.

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Smaller pieces for easy digestion

To reduce the intimidation factor, we segment the work into bite-sized pieces. We help you render the data clean first, so you can work with one set of numbers. Then we focus on a few key metrics. Combining this with good meeting practices, plus a decision-making model, coupled with good communication models sets the course for optimized customer service – and improved profitability.

Production, transportation, delivery of cargo. Map.

Swimming in data, starved for information


What you don’t measure, you can’t control. Today, information is disparate; one number means different things to different people. A lack of common context prevents you from seeing the big picture. You need more time to get the facts, but have less time to respond and improve.

Common language, meaningful data
Zinata helps you first create that common context and language. Then we collaboratively build seamless processes and integrated data models that apply right across the product value chain. It now becomes possible to harvest information that is consistent, meaningful and actionable. You will spend less time gathering, and more time analyzing information. And this lets you make smarter trade-offs between service, cost and inventory.