Handled GTM brain

category

market profile

• text: Omnichannel brands depend on disconnected commerce, warehouse, accounting and supplier systems, with employees filling the gaps using spreadsheets and email.
• text: Vertical AI and financial platforms are competing for CPG order, inventory and finance workflows, including Opply and Finaloop.

personas

• title: CFO or head of finance at a consumer brand
  pains:

  • Building channel-level contribution margins requires reconciling commerce, ad spend and 3PL invoices.
  • Billing errors and refund leaks can go unnoticed while month-end reporting consumes staff time.
• title: VP operations or supply chain
  pains:

  • Inventory and purchasing updates live in supplier files, 3PL email and internal chat.
  • A lean team must follow up on purchase orders and respond to exceptions without adding headcount.
• title: Wholesale operations manager
  pains:

  • Purchase orders arrive in inconsistent formats and require manual entry and follow-up.
  • Order-to-cash work spans fulfillment, invoicing and payment systems.

icp

• text: Consumer packaged goods brands selling through a combination of DTC, Amazon and wholesale channels.
• text: Brands with lean finance and operations teams that use 3PLs, suppliers, spreadsheets and multiple commerce systems.
• text: Larger multichannel brands are plausible prospects: Handled cites an operations consultant working with eight- to nine-figure brands, without establishing a revenue minimum.

message pillars

• text: Purpose-built for the operational realities of consumer brands.
• text: Start with existing CPG workflows instead of building each one from scratch.
• text: Use operational context from unstructured sources where it already lives.
• text: Apply business rules and approval processes to agent actions.

objections

• objection: Our supplier and 3PL information is messy and spread across tools.
  response: Select one workflow and test against actual emails, spreadsheets and systems; Handled says it configures connections for the customer.
• objection: Can an agent be trusted to change orders or financial records?
  response: Define action thresholds and approval rules, then review logs and outcomes before increasing autonomy.
• objection: How can we justify the spend?
  response: Baseline time and error leakage in a recurring order or report workflow and measure results in a bounded pilot.

competitors

• name: Opply
  website: https://opply.com/
  why: CPG-focused agents for procurement, orders, supplier follow-up and finance.
• name: Finaloop
  website: https://www.finaloop.com/
  why: Consumer brand accounting, inventory and AI finance workflows compete for finance operations budgets.
• name: DOSS
  website: https://www.doss.com/solutions/industry/consumer-packaged-goods-cpg
  why: CPG operations platform covers inventory, purchasing and order-to-cash.

keywords

• CPG operations automation
• consumer brand financial reporting
• wholesale order automation
• CPG inventory reconciliation
• 3PL invoice reconciliation
• AI CPG finance assistant
• CPG order to cash

voice

• Plainspoken
• CPG specific
• Practical and outcome oriented

signals

• text: A consumer brand adds wholesale or marketplace channels while reports are still assembled manually.
• text: A growing brand hires for order entry, inventory reconciliation or finance operations to keep up with volume.

stack

• Shopify
• Amazon
• Slack

pricing

motion

channels

• LinkedIn
• industry events
• podcasts

confidence

Founders

• name: Audrey Djiya
  title: Founder/CEO
  role: CEO
  bio: Audrey Djiya is the Co-Founder & CEO of Handled. Before Zimi, Audrey led projects across ops, international expansion, and GTM for e-commerce businesses like Peloton and launched fintech products to enable commerce at start-ups like Duplo (YC W23). Audrey earned her MBA from Stanford University and BA from Dartmouth College.