NEW YORK— PINATA has closed a USD 10 million Series A round for its fast-expanding workforce-optimization technology. The investment, headed by M13 and Bullpen Capital, with participation from PINATA’s initial investors, will help the company’s objective to “manage, monitor, and maximize front-line workforces

PINATA, an enterprise SaaS platform, promises “systematic task-management solutions” to improve compliance, efficiency, and performance. PINATA is solely for field workers, unlike solutions designed for managing online projects. Customers rely on PINATA as a single command center for everyday operations in retail stores, building sites, warehouses, restaurants, and trade exhibitions ranging from startups to the world’s largest businesses.

“Front-line work is omnipresent, and its mission vital,” says Ian Ferguson, CEO of PINATA. “However, it is also expensive, logistically difficult, and frequently completely untraceable.” The farther we go from headquarters, the more likely we will squander time, energy, and resources for both management and labor.”

PINATA intends to bring benefits traditionally associated with digital execution — accountability, process automation, and, most importantly, ROI measurability — to the analog world through collaborative tools for goal setting, event planning, staffing, reporting, financial monitoring, and data analysis. “We transform the front line’s clipboards and mayhem into refined, tactical execution,” Ferguson explains. “We unlock the floodgates of real-time, actionable data throughout the process.”

The ability of PINATA to target specific front-line activities with intelligent, scalable, pre-configured solutions, leveraging deep industry expertise, has been critical to its success. Retail Compliance, Consumer Sampling, Merchandising, and Competitive Surveying are examples of “Playbooks” that include distinct, field-tested reporting protocols, KPI dashboards, and contextual functionality. While each Playbook is unique, they all rely on standard modular technology and PINATA’s meticulously structured underlying software architecture.

“PINATA’s innovative strategy addresses a significant deficiency in today’s SaaS environment,” remarked Rob Olson of M13. “Rather than creating another generic form- or workflow-builder that burdens the user, PINATA has created a inventive, hyper-flexible platform that enables them to tackle particular applications.” That implies out-of-the-box utility based on field-tested best practices for the customer. For PINATA, this implies hyper-targeted client acquisition, a constantly expanding addressable market, and highly organized, one-of-a-kind data that will aid in the optimization of the world’s work.”

PINATA is a SaaS platform for managing, measuring, and optimizing front-line workforces. For everyday location-based activities, we provide systematic task-management systems. Customers of all sizes rely on our collaborative tools to maximize compliance, productivity, and performance through planning, reporting, financial tracking, and data analysis.

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Kshitij does business research and content writing for VCBay. Pursuing BBA from Symbiosis Center Of Management Studies (SCMS) Pune, he is skilled in Financial Modeling, Stock valuation and Microsoft Excel. He is passionate about Entrepreneurship and Finance.


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