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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

As the founder of Natural Insight in 2006, Stefan Midford brings his vision and passion for the retail industry to our business and clients. He has focused on ensuring our clients receive advanced mobile technology and improving retail operational efficiency while providing workers with the tools to excel in a rapidly changing environment. Stefan is a graduate of Mindshare, a forum of CEOs of the D.C. area’s most promising technology companies, and a member of Founders Corp. an invitation-only network of experienced entrepreneurs.

When not focused on the continued growth of Natural Insight, Stefan is an avid hiker who can often be found in the woods of Northern Virginia.

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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, hosting infrastructure, and technical client support teams. Eric’s background is rounded out with a solid stint as Webmaster at Orbital Sciences Corp., and Quality Assurance Manager at Advanced Solutions International.

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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Jesse Sun
Vice President, Sales and Business Development
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Jesse Sun

Vice President, Sales and Business Development

After seeing his former company, Parature, through an acquisition by Microsoft and helping with the subsequent integration and international expansion, Jesse brings with him an array of sales and business development experience. At Natural Insight, Sun covers all revenue growth and client retention. Jesse also served as an Advisor for Encore Alerts, which was acquired by Meltwater in 2016.

When he’s not at the office, Jesse’s likely hitting the links, casting a fishing line into a lake, or brainstorming which new country he’s going to visit this year.

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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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