30 second walkthrough · sound on · synthetic demo data
Composerby Directive Field sales · FMCG distribution
Walk in knowing
what they usually take.
Composer is B2B sales ordering for independent FMCG distributors. Your reps take orders on whatever device they carry, with the account’s buying history, stock and prices in front of them. It works in stores with no signal and syncs when the network comes back.
01The problem
The answer to “what do they usually take?”
sits in the back office.
Paper order books and memory leave gaps. The rep standing in a store cannot see what the account normally buys, what has stopped moving, what was never ranged, or what is in stock today. That knowledge lives in back-office spreadsheets, or in someone’s head.
And the visit is only half the job. However the order is taken, it still has to make its way into your accounting system before it counts. Composer closes both gaps: the account’s history in the rep’s hand at the moment of sale, and a clean, receipted handover of the finished order.
02See it work
Thirty seconds, end to end.
One account, one call: open the customer, review the history, build the order, prepare the handoff. The demo runs on synthetic data, needs no account, and works with your connection switched off.
03The run sheet
How reps run a call
Four steps, learned from real calls.
- PrepareOpen the account and see six months of ordering, the gaps in the range and current stock.
- OrderEnter quantities in taps while you talk. Works offline. Prices on the device are estimates and are labelled that way.
- ConfirmReview, approve, submit. The order gets a receipt and a visible status until the distributor system confirms the final total.
- CaptureNote what happened while it is fresh. The visit note stays with the account on the rep’s device, ready for the next call.
Customer history order pad
The order pad is the heart of it: six months of buying per product, gaps split into stopped buying and never ranged, and stock with dates on it so the rep knows how fresh the picture is. Dense, fast lists, because that is how working reps actually order.
04The business case
The rep gets a better call.
The business banks the difference.
Composer earns its keep on the owner’s side of the ledger, one ordinary call at a time.
- Bigger basketsEvery call shows the gaps in the range: lines they used to take, lines never ranged. Reps sell against the gap instead of against memory.
- Lapses caught earlyWhen an account quietly stops buying a line, it shows at the next call, while it is still a conversation and not a lost customer.
- Admin hours backOrders arrive as clean, receipted records instead of texts, voicemails and paper waiting to be retyped.
- Fewer disputesOne true answer to “did that order go through?” means fewer credits, fewer arguments and cleaner month-ends.
05Offline first
No signal is normal.
Composer plans for it.
Cool rooms, back docks, country runs: field sales happens where coverage does not. Composer is built offline first, not offline tolerant. The rep keeps working, and the system keeps its promises when the network returns.
- Drafts live on the deviceEvery order is saved locally as it is built. Losing signal mid-order loses nothing.
- Orders queue and send themselvesFinished orders wait in an outbox and go through when the connection comes back, in order for each customer.
- Sent once, never twiceSubmission is exactly-once by design. A retry after a dropped connection cannot create a duplicate order.
- Honest status, alwaysThe rep sees the true state of every order: queued, sending, delivered or needs attention. No silent failures.
06The handoff
The order is not done
until your system says so.
Composer never pretends to be your system of record. Your accounting or ERP system stays the authority on prices, tax and the final total. Prices shown on the device are estimates and are labelled that way; the confirmed figures come back from your system, with any changes flagged in plain sight.
Nothing is submitted without a human review. The rep checks the order, approves it, and sends it. It lands with a receipt, a visible status, and an audit trail, so the question “did that order go through?” always has one true answer.
07Who it is for
Independent FMCG distributors
and the reps who carry them.
Composer is for wholesale food and beverage distributors whose reps still walk the floor: small field teams, real relationships, orders written in front of the customer. The rep is the main user. Order admins and owners get the same clean record without chasing anyone.
Rep-first and offline-first by design: Composer backs the rep and the relationship instead of replacing them with a portal.
Composer comes from inside the work: its founder ran operations in Australian FMCG distribution, and every screen is shaped by having done the job it supports.
Proudly built in Western Australia.
For distributors across the country.
08The road ahead
Launch is the starting line.
Composer ships in fast cycles, shaped by working reps. The next releases are already in motion:
- One workspace, every deviceTablet, phone and computer as one synced workspace, with the interface right for each. Swap devices mid-run and pick up exactly where you left off. In development.
- Post-visit captureOne tap after the visit turns a voice note into a written call summary the rep edits and keeps, ready and waiting at the next call. In development.
- Customer approval handoffThe rep hands the buyer a scoped link or QR code to browse the range or approve a proposed order on the spot, with the rep staying in the loop. In design.
- Deep ERP and accounting connectorsDirect connections to the systems distributors already run, each one proven against live transactions before it ships. Built to be trusted with real orders from day one.
Put it in your own hands.
The demo takes two minutes and asks nothing of you. If it looks like your world, book a call and we will talk about your accounts, your reps and your system of record.