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Transactions

December 2020
Shelton, CT
has been acquired by
Lawrence, MA
a porfolio company of


Background

Founded in 1998 by Dr. Kurt Jetta, TABS Analytics is a leading provider of technology-enabled marketing analytics solutions empowering CPG and retail organizations. TABS has re-engineered processing, delivery and analytics of data to the CPG industry and is recognized as an industry leader. TABS has been ranked among the Top 10 Business Intelligence Providers to the CPG Industry in Consumer Goods Technology’s Readers’ Choice Survey for four years in a row. The company is headquartered in Shelton, CT.

 

Blacksmith Applications, headquartered in Lawrence, MA, is a leading provider of SaaS-based trade promotion management, optimization and sales enablement software & services to the CPG industry.



Overview

In December 2020, Blacksmith Application acquired majority control of TABS Analytics with the key TABS shareholders taking an equity position in the combined company. The process kicked off in May of 2020 and was conducted almost entirely virtually with principal management members having only met once throughout the year for a singular socially-distanced work session.

 

The TABS tools and consulting capabilities, combined with Blacksmith’s data and applications, will enable CPGs to solve the central issue by spending their time driving revenue, not dissecting data. Together, the organization will manage, analyze and optimize retail promotions through a unique mix of proprietary technology and consultative performance analytics practice.

 

 

M&A Role

Marlin & Associates acted as exclusive strategic and financial advisor to TABS Analytics on its sale. M&A worked with Management and the Board to identify a targeted list of highly qualified potential partners. The M&A team then managed a competitive process that resulted in multiple indications of interest & letters of intent, productive management meetings and a successful transaction. M&A helped Management and the Board to evaluate the competing offers, negotiate terms and structure on the purchase, manage the due diligence review process, and close a transaction with Blacksmith Applications. 

Press

Blacksmith Applications Acquires TABS Analytics to Create Revenue Management Powerhouse

December 15, 2020

Solution combines software, business analytics and shopper insights to drive greater productivity and ROI for over 350 CPG companies

 

BOSTON, Mass., Dec. 15, 2020 /PRNewswire/ -- Blacksmith Applications, a leading provider of SaaS-based trade promotion management and optimization software to the consumer-packaged goods (CPG) industry, announced today its acquisition of TABS Analytics. The combined entity brings together the market-leading trade effectiveness, data analytics, category management and shopper insights solutions of TABS with the technical acumen, trade management expertise and domain knowledge of Blacksmith. This acquisition further establishes Blacksmith as a premier revenue management solution provider with a global operational footprint and a marquee roster of more than 350 CPG clients spanning Fortune 100 to mid-market and specialty manufacturers.

 

Blacksmith Applications acquired TABS Analytics. The combined entity brings together the market-leading trade effectiveness, data analytics, category management and shopper insights solutions of TABS with the technical acumen, trade management expertise and domain knowledge of Blacksmith.

 

Blacksmith Applications is a SaaS technology company offering trade management, optimization, and sales enablement services and software to CPG retail and foodservice organizations.

 

TABS solves one of the biggest challenges for consumer goods companies: turning data overload into insights by breaking down information silos that develop within CPG manufacturers. TABS brings a unique capability of combining data science with virtual shopper research and insights to deliver breakthrough business intelligence that benefits retailers and CPG manufacturers. By being able to harmonize and analyze data, then test, validate and learn about shopper behaviors, TABS helps CPG companies improve productivity and accelerate their return on investment (ROI).

 

TABS's solutions, combined with Blacksmith's applications, analytics and data, will enable CPGs to spend their time driving revenue, not dissecting data. Together, the organizations will manage, analyze and optimize omnichannel retail promotions through a unique mix of proprietary technology and a consultative performance analytics practice.

 

"By joining the Blacksmith team, our clients benefit from the solutions and scale of one of the industry's leading SaaS companies," said Dr. Kurt Jetta, executive chairman and founder of TABS Analytics. "CPG companies can further improve ROI by integrating TABS performance insights with trade promotion management, trade promotion optimization, and more broadly, revenue management and shopper analytics solutions. Our clients will be able to conduct predictive analytics on pricing, promotions and mix management within the Blacksmith platform."

In his new role at Blacksmith, Dr. Jetta will be the chief analytics officer and a shareholder in the combined entity.

"It's not enough to simply give customers part of the solution to address their trade challenges. Through the acquisition of TABS, the combined solution will link management, analytics and optimization to provide promotional stakeholders exactly what they need to manage and execute these investments in ways that grow revenue," said Paul Wietecha, president and CEO at Blacksmith.

 

Marlin & Associates acted as the exclusive strategic and financial advisor and BakerHostetler acted as legal advisor to TABS for this transaction.

The TABS acquisition is Blacksmith's fourth since 2018.

 

About Blacksmith Applications:

Blacksmith Applications is a SaaS technology company offering trade management, optimization, and sales enablement services and software to CPG retail and foodservice organizations. Our customer list includes hundreds of organizations such as Tyson, Smucker's, Nestle, Unilever, and KraftHeinz. The Blacksmith Applications team is comprised of professionals with decades of CPG experience and we stand apart from ordinary solutions not only in the capabilities of our applications but also in our industry knowledge. Our solutions help customers spend money better. Find out more at www.blacksmithapplications.com.

 

About TABS Analytics:

TABS Analytics is a technology-enabled analytics firm that simplifies and improves the way analytics are conducted in the consumer products industry. TABS delivers analytics solutions to CPG manufacturers that integrate, harmonize, and analyze sales and marketing data. TABS also offers market research and omnichannel shopper insights services through its division, Decision Insight, a leader in uncovering shopper behaviors and motivations. Utilizing proprietary virtual platforms for brick and mortar and eCommerce, Decision Insight delivers effective strategies that win at retail. For more information, please visit www.tabsanalytics.com.

 

About Strattam:

Strattam Capital invests in founder-led, independent, B2B software technology companies outside of Silicon Valley. Headquartered in Austin, Texas, we connect companies with the people, process, and scale needed to reach their potential. We believe in aligning with founders before signing, via our Five-Point Plan process, to allow execution with purpose, excitement, and efficiency. For more information, please visit www.Strattam.com.

 

 

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