Uncovering Potential – How Orderly Positioned for Funding Success
Context
Orderly is a developer of supply chain management technology for global food and beverage companies, including the world’s largest coffee chain. By leveraging predictive analytics and AI, Orderly helps its clients achieve significant operational improvements such as a 16% reduction in food waste, a 55% decrease in stocktake hours, and a 12% improvement in order accuracy.
With 51–200 (undisclosed) employees and a 75% growth in FY23, Orderly is preparing for its Series-A in 2025. To maximise opportunities and mitigate risks in preparation for this, Orderly used Intanify in partnership with global law firm, Dentons.
The Challenge
Orderly faced several critical questions as it looked to position for a successful and smooth transaction:
- Orderly wanted to maximise its value and proactively address any would-be issues prior to the round.
- Orderly has a patent, substantial trademark portfolio and suite of technologies that has been built over several years. However, one challenge was to be able to explain and articulate this valuable asset base succinctly and compellingly to prospects and clients.
- The senior management team at Orderly wanted to understand gaps, challenges and opportunities in the portfolio.
- Orderly is growing quickly but needs to achieve all this with limited management and in-demand financial resources.
The Process
To address these challenges, Orderly partnered with Dentons Powered by Intanify: a more efficient and effective approach to IP services. It enabled the Orderly team to self-serve and then Dentons pick up the baton and immediately focus on high-impact execution:
Machine…
Orderly's team utilised Intanify's platform to conduct a comprehensive self-assessment, creating an inventory of their assets along with a full assessment report with asset status and best practice recommendations.
"Intanify allowed Dentons to immediately ask searching questions about Orderly, such as why we protected some things not others. This helped us to realise that we have a number of innovations that we could and should patent."
…Plus Human
Building on this foundation, Dentons' lawyers were able to immediately focus on strategic priorities rather than starting from context collection, accelerating the preparation process.
“It’s not often you can have a call where the other party immediately understand what your business priorities are and what drives you. Dentons knew instantly where the challenges were and then recommended a strategy within minutes.” Peter Evans, CEO at Orderly
The process yielded a series of actionable insights:
- Patent Potential: Revealed unrecognised innovations that warranted patent protection. Orderly had underrated how innovative their technology truly is, as is often the case with innovators.
- Trade Secret Strategy: Initiated the development of a robust trade secret policy.
- Brand Issues: Identified some brand issues, leaving Orderly a more protected business.
- Competitive Intelligence: Designed a monitoring strategy to stay ahead of competitors.
"Orderly now better understands and can demonstrate how its IP assets support its success, while also adjusting its strategy to mitigate risks and maximise potential. Ultimately, this is a win-win, it’s a win for the business and it’s a win for future investors."
Value Add
The engagement delivered meaningful outcomes for Orderly, positioning the company strongly for its Series-A funding round:
1. Enhanced Value: By uncovering potentially patentable innovations, the collaboration significantly bolstered Orderly’s IP portfolio. This strengthened its competitive moat and likely positions the company to achieve a higher valuation in the funding round.
2. Lowered Risk: Implementing a trade secret policy addressed critical gaps in the protection of Orderly’s sensitive information. Identifying and resolving brand issues further enhanced the company’s resilience against future risks.
3. Competitor Intelligence: A targeted monitoring strategy provided Orderly with structured insights into competitor activity, equipping the leadership team with essential tools to navigate the dynamic market landscape.
4. Articulated Foundation: Identified 73 key assets which underpin the revenue, growth and moat of the business. An executive summary provided Orderly’s leadership with a clear and concise overview of them, helping them focus on priority actions and best practice despite limited management bandwidth.
The collaboration equipped Orderly with a more robust IP framework, ensuring greater security, clarity, and value as the company prepared for its next phase of growth.
"Orderly will go into their next round with a more robust portfolio, deeper moats, mitigated issues, and likely achieve a materially higher valuation as a result."
