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Unlocking the Retail Ecosystem

Helping retailers, consumer brands, CPG companies, merchandising and marketing agencies deliver perfect retail execution with enterprise-grade cloud software.

The retail industry is faced with complex challenges:

$8.5 Billion  Retailers loose an estimated $8.5 billion in sales every year due to poor execution
67% Retailers increasingly depend on hourly workforce to execute. The average turnover rate in hourly workforce is 67% 

We help all players in the retail industry to:

Improve in-store experience and increase sales
Increase ROI of distributed workforce
Capture and report on field data to power continuous improvement

Supporting the Retail Ecosystem for Over 13 Years

Founded in 2003, Natural Insight started delivering cloud solutions to consumer brands, retailers and merchandising and marketing agencies to improve field execution across the retail ecosystem. To date, Natural Insight has collected in-store execution information on behalf of hundreds of brands and managed over 39 million assignments in more than 120,000 stores across the world. Our customers rely on Natural Insight to manage distributed workforces, assign and manage work, verify completion and compliance, as well as collect and report on field data.

Natural Insight is headquartered in Sterling, Va., with multiple international offices.

Leadership Team

Stefan T. Midford
President & CEO
Stefan MIdford

Stefan T. Midford

President & CEO

Stefan is the founder and CEO of South49 Solutions, a world-class SaaS software company that created Natural Insight, a leading retail execution and collaboration platform, and Capango, the next-generation engine for recruiting in retail.

A serial entrepreneur, speaker, and industry expert, Stefan regularly contributes to various industry publications and often speaks about workforce innovation at retail industry conferences. Stefan was also recognized as one of CEO Report’s 2018 Mid-Atlantic Innovator & Entrepreneur Award winners and was one of DCA’s Red Hot Entrepreneurs. In addition to those achievements, Stefan has been featured in Forbes, the Washington Business Journal, Business Insider, Women Wear Daily, and Tech Target.

Since founding South49 in 2006, Stefan has been striving to harmonize the retail ecosystem, and with Natural Insight and Capango, he helps retail organizations remove frictions created by fragmented labor markets, large distributed workforces, and large-scale collaboration. He has served as a board member for the World Alliance for Retail Execution, a member of the Institute for Global Work at Boston University, and is a member of Mindshare, an invitation-only executive forum for entrepreneurs in the Washington DC area.

Prior to founding South49, Stefan held senior level and executive positions at Discover Financial Services, Sears Roebuck & Co., Sears Canada Inc., and Intersections Inc.

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Eric Pfleckl
Vice President, Engineering
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Eric Pfleckl

Vice President, Engineering

Having honed his skills with IT systems for over two decades, Eric heads up Natural Insight’s software development, dev-ops, and hosting infrastructure teams. Eric’s background is rounded out with a solid stint as Orbital Sciences Corporation's first Webmaster, Quality Assurance Manager at Advanced Solutions International, and several subsequent director-level positions.

When he’s not developing new Natural Insight tech, Eric has his own array of engineering projects at home and has been known to zip his drone around the skies of Northern Virginia.

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Rick Sterrett
Vice President, Operations
Rick Sterrett

Rick Sterrett

Vice President, Operations

Rick taps on his wide array of technology expertise to handle all operations activities including product management, client relationships, and managing the client training, services, and support delivery team. At Natural Insight, Rick capitalizes on his many decades’ worth of experience picked up at companies like POMS, eko Systems, CheckVideo, and IBM Global Services.

While not Canadian like Stefan, Rick has coached youth hockey for over 20 years and continues to lace up his skates and play in rec leagues.

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Board of directors

Stefan T. Midford
President & CEO
Stefan Midford

Stefan T. Midford

President & CEO

As president and founder of South49 Solutions, the parent company of Natural Insight, Stefan Midford brings over 30 years of experience in information technology and operations management. His extensive business background includes leadership and management roles at Intersections Inc., Discover Financial Services, Sears Roebuck & Co., and Sears Canada Inc. Stefan also co-chairs the Canadian Business Network of Washington D.C., a networking organization for Canadians in the Washington area.

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Eric Arnson
Managing Partner, Originate Ventures
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Eric Arnson

Managing Partner, Originate Ventures

Eric is a co-founder of Originate Ventures, a private equity fund focusing on early stage companies. Prior to co-founding Originate, Eric was a Partner at McKinsey & Company, serving as a leader in its North American Branding Practice. Eric began his professional career with positions at Procter & Gamble and Beecham Cosmetics.

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Glen Bressner
Managing Partner, Originate Ventures
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Glen Bressner

Managing Partner, Originate Ventures

Glen is a Managing Partner of Originate Ventures, a private equity fund focusing on early stage companies. Glen began his venture capital career at Key Venture Capital Corporation and opened its Boston office in 1984. He was the Chairman of the Greater Philadelphia Venture Group, and has been on the Investment Advisory Committee for the Ben Franklin Technology Center, Southeast Pennsylvania for over 20 years. Glen is Vice-Chairman of Innovative Solutions and Support, Inc. (NASDAQ: ISSC)

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Rich Moore
President, Rich Moore, Inc.
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Rich Moore

President, Rich Moore, Inc.
Rich Moore is president of Rich Moore, Inc., a consulting firm that helps companies improve valuation via unique packaging and positioning, expansion of international channels of distribution, and best practice investor relations. Rich held positions at NBC, U.S. Navy Public Affairs, and Caesars hotel-casinos. In addition to Natural Insight, Rich has worked with many other companies including Vocus, StrikeIron, Bridgeborn, 3Pillar Global, Valencell, Entertainment Industries Council and others.
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Michael Dering
Chairman Emeritus
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Michael Dering

Chairman Emeritus

Michael Dering has over 25 years of technology industry experience. He served as President and CEO of ServiceBench, recognized by Deloitte as one of the 500 fastest-growing technology companies in North America, CrossAccess Corporation, a multinational software infrastructure company, and two publicly traded Bell & Howell companies. Michael also served in a variety of sales and marketing positions, as well as the corporation’s President and CEO at TAB Products Company. Michael holds multiple board positions including Cernium, Bridgeborn, Washington Management Group/CCS, eXpresso and MindShare.

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