Unicorn Chemicals

UNLOCKING SALES OPPORTUNITIES WITH SAP BUSINESS ONE

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Based in Blackpool, Unicorn Chemicals formulates, manufactures and supplies specialist lubricants and chemicals which solve specific customer problems. With fifteen employees and a turnover of L1.5m, Unicorn Chemicals supply to a wide range of blue chip customers in the automotive and utilities sectors.

Whereas many chemical companies create their products in huge quantities, Unicorn Chemicals' business is highly specialised. Customers call in Unicorn Chemicals when they have a particular problem they need to solve. Unicorn Chemicals formulates solutions and delivers them in small batches. In such a business, customer service is obviously of paramount importance, but so too is understanding how Unicorn Chemicals could capitalise on the chemical solutions it is supplying.

"In early 2004 we were aware that we needed to have a better understanding of our customers and the solutions we were providing to them", says Tim Kilpatrick, Managing Director. "If we could take the information we had, and add to it, we could then generate cross-selling opportunities, which would help us to grow the business."

With this in mind, and with an existing accounting solution that was becoming increasingly unstable, Tim set out to find a new business solution for the company.

FAST DECISION MAKING

Tim searched the Internet for possible solutions. At the same time, knowing that many of Unicorn Chemicals' customers were using SAP® he contacted them. "I asked them whether they did a smaller version of their systems", Tim says. "They sent me a demonstration disk and I liked what I saw, so I asked SAP to get someone to get in touch with me".

SAP put Unicorn Chemicals in touch with Yuma, one of its resellers. Yuma visited Unicorn Chemicals in April and demonstrated SAP Business One to Tim, with fast results. "At the end of the demonstration I'd already made up my mind", explains Tim. "Yuma nearly fell off their chairs when I told them. I don't think they've ever sold a system that quickly."

TIGHT TIMESCALES

Tim's deadline for the implementation was equally quick. He was conscious that Unicorn Chemicals' financial year started on 1st October and wanted the system operational by then. At that time Unicorn Chemicals was outsourcing its finance function, so the main focus was on sales and purchasing.

Three of Yuma's specialists spent three weeks at Unicorn Chemicals' premises in September. During that time they configured the system and migrated Unicorn Chemicals' product and customer lists. Yuma also trained the staff. On 1st October the system went live, although the company ran it side by side with their existing systems for three months, to ensure it worked correctly.

"We can also see which customers buy which products, so we can put together special offers. Before it would have taken us hours to access that information. Now it takes three mouse clicks."
Tim Kilpatrick, Managing Director

IMMEDIATE BENEFITS

Within those three months Unicorn Chemicals cut its stock holding dramatically. "SAP Business One gave us better control and visibility of our stock holding", says Tim. "Through tracking our sales and analysing trends we were able to make better purchasing decisions and reduce our stock holding by 30%."

By analysing their suppliers, Unicorn have reduced their purchasing costs and they have also been able to increase revenues. "Because SAP Business One enables us to track contacts and orders, we've been able to identify sales opportunities we wouldn't have seen before", explains Tim. "We can also see which customers buy which products, so we can put together special offers on redundant stock. Before it would have taken us hours to access that information. Now it takes three mouse clicks."

In September 2003 Unicorn Chemicals recruited a Finance Manager and brought their accounting back in-house. Tim comments: "Having our accounts in-house, on SAP Business One, has saved money and given us far greater control of our operation. In addition we have immediate access to detailed information. The drill-down capabilities of the system are almost infinite."

FUTURE PLANS

In the future Unicorn Chemicals plans to use SAP Business One in production, but Tim is realistic about how quickly it can be done. "We have a number of existing processes which work well", he says. "So we need to take the time to make sure we understand how we dovetail those with SAP Business One before we go ahead and implement."

Tim is also keen to get the sales opportunity functionality of SAP Business One working for Unicorn Chemicals too. But again he is taking a very practical approach. "The sales opportunity functionality of SAP Business One was one of the major selling points for me", he explains. "But to get the best out of it we need to think carefully about how we utilise it, define the information we want to collect and make sure it is accurate. Once we've done that I am sure it will be a very powerful addition for us."

Overall Tim is very pleased with both SAP Business One and Yuma. "I'm very impressed with SAP Business One", he says. "It does everything we wanted it to do, and more, and could easily accommodate our business if it grew ten-fold. I've already recommended it to other companies. Yuma was very good too. Its specialists implemented the system in a very short time frame and their support is very quick, typically within two hours. Yuma also showed us how to make changes to the system ourselves, which is very important, as it puts us in control of our own destiny."

"At the end of the demonstration I'd already made up my mind. Yuma nearly fell off their chairs when I told them. I don't think they've ever sold a system so quickly."
Tim Kilpatrick, Managing Director

For further information please contact Yuma on 01932 852200.