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Travel Industry

Dynamic Forecasting


Maximizing Returns on Resources


Data Analysis and Data Mining


Our Services

Dynamic Forecasting

With SynergyWorks' dynamic forecasting services, our customers are capable of making frequent reviews to their businesses' performance, and making proactive changes. We equip them with an up-to-date business plan that aims to maximize the profit for their businesses. Different from traditional forecasting which provides static information on past profitability, dynamic forecasting is able to generate work plans for future profits.

The importance of business planning

Business planning is a process that evaluates opportunities, quantifies the resources required and lays out the plan to achieve the profits you have set for the organization. It integrates all the functional elements -- marketing, sales, operations and finance into a single cohesive force and helps you communicate what you want to do to new employees, vendors, board members and investors.

Accurate business planning ensures that resources are well integrated in the optimal proportion. For example, without accurate business planning, business managers may run into the risk of over-allocating resources to market product A and leaving insufficient resources for product B, resulting in less than optimal profit level for the firm. Other examples of inaccurate business planning include:

  • Example 1: Over-estimating the potential sales achievable will result in over-provision of resources and expenses in sales staff, marketing, customer service to support sales that won't happen. It taxes the business with unnecessary cost and cannibalizes the profitability of the business.
  • Example 2: Under-estimating the potential sales achievable will result in lost opportunities because there are insufficient sales staff and other functional resources to capture these sales opportunities. As a result, the organization is not able to realize the full profit potential for the business.
"Any enterprise is built by wise planning, becomes strong through common sense, and profits wonderfully by keeping abreast of the facts." Proverbs 24: 3,4 (TLB)


Maximizing Returns on Resources

SynergyWorks helps its clients evaluate the opportunities available and identify the opportunity that will help maximize the potential profits that could be derived by the resources employed and therefore maximizing shareholders' returns.

The goal of resource allocation

The goal of allocating resources is to maximize returns on the limited resources available to the company, be it capital, manpower, time available, etc. The accuracy in allocating resources depends on the depth of the analysis as shown in the example given below:

  1. Product A can increase your sales by $10 mil and Product B can increase your sales by $8 mil. Which product would you choose to invest your resources?
  2. Product A has a profit margin of $4 mil, so does product B. Would you have changed your choice of product to invest in?
  3. All things (bad debts, promotions expenses, etc) considered, Product A generated a net profit of $1.5 mil and product B a net profit of $3mil, what is your decision?
  4. Product A requires a capital injection of $1.5 mil, and product B requires a capital injection of $5mil. What would be your final choice product?

Data Analysis and data mining

SynergyWorks helps its customers by delving into their corporate database and extracting hidden & valuable information for improving business performance. SynergyWorks transforms this information into knowledge and allows its customers to gain insights into their own businesses, leveraging on the knowledge created to make timely and accurate decisions. Our customers are therefore better equipped to take on new challenges, operate more effectively and make better quality decisions.

The value of data analysis and data mining

The introduction of information system to automate business processes has resulted in the accumulation of data which was primarily used to produce summary reports such as total sales for the month. Organizations are beginning to recognize the added value within these vast amounts of data that they are storing.

Through data mining and data analysis, the sales register could be used to monitor the sales activities, such that appropriate resources are deployed. For example, the sales activities shows that a retail shop is able to cope with one sales person at any one time except during the time period from 5 to 7 pm everyday, the shop manager could employ a part-time sales person to work during this period instead of paying a full time sales person for the same purpose.

In another example, a company plans to launch a promotion targeting at its customers who are retirees and have not purchased this product before. Without customers' purchased data to rely on, the marketer guesses that 5% of the customers belong to this category and orders the targeted number of products for the promotion. The promotion could earn the company $30,000 profit if the target is met.

It turns out that 10% of the customers respond and the company could not realize another $30,000 of profits for the unplanned 5% of the customers because the product is not available for the next 6 months.

Through data mining and data analysis, the marketer would not need to guess the response for this promotion. It would have revealed to the marketer that 10% of the company's customers fall into this category and therefore sufficient stock would be made available for these customers.

In the above scenario case, the response exceeds the target set and the company only loses the opportunity to make another $30,000 of profit. What would have happened if only 1% of the customers responded? Not only would the company be able to make $30,000 of profit as set, it may also have to write off the remaining 4% of stocks it could not sell because of the over-estimation.


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