Q&A with Jaco Ferreira: How Ketendo Simplifies Analytics and Reporting for SMEs

The launch of the brand-new Ketendo website marks a significant milestone in the platform’s journey. Built by MOYO, Ketendo is today an all-in-one data management tool that meets – and exceeds – clients’ needs, regardless of their industry. 

In this Q&A, Jaco Ferreira, Managing Executive at Ketendo, discusses the platform’s journey, its wins and capabilities, and how Ketendo simplifies data analytics and reporting for SMEs.

If You’re New, Here’s a Bit About Ketendo

Ketendo is a customisable data analytics and operations platform, an all-in-one software solution that empowers your team with data sourcing, data environment and dashboard management, minus the technical overhead. With features like near real-time updates, customisable dashboards, and granular access controls, Ketendo gives everyone the right information at the right time. 

“We saw there was an opportunity in the industry to help alleviate manual, time-consuming data preparation and distribution – all very reactive in nature. Ketendo solves these problems and allows for more proactive, clear, and transparent communication to share relevant data and reports within your business and between you and your clients.” – Jaco Ferreira. 

The Journey to Ketendo

Question: Let’s go back to the very beginning. What inspired Ketendo’s launch? What did you notice among SMEs that led to the development of the Ketendo platform?

Jace Ferreira: In March 2021, a retail client approached us at MOYO, seeking a tool to effectively harness data for decision-making and action.  In response, we swiftly developed and demoed the early MVP of Ketendo. The client’s enthusiasm mirrored our own—we knew we were onto something significant.  Throughout 2021, we accelerated Ketendo’s development, with an initial focus on the retail sector. That same year, we launched MOYO’s Technology Solutions business unit, dedicated to creating scalable products and services.

Q: Why Ketendo? It’s an unusual, unique name.  

JF: Ketendo’ is derived from the Swahili word ‘kitendo,’ meaning ‘action.’ We chose this name to reflect our commitment to using data and analytics not just for insights, but for driving real, actionable steps and business processes.  Between 2021 and 2022, we went through a period of trial and error, guided by client needs and feedback. Our focus was on testing the technology to ensure it met client demands, particularly in retail work management, our initial target industry.  During this process, we discovered that Ketendo had the potential to solve challenges across multiple industries, not just retail.  In February 2023, we repositioned Ketendo as a comprehensive analytics and operational solution with a broader value proposition.  By December 2023, we decided to acquire the Simply BFI business. We had collaborated with them since 2018, even helping to develop their platform. Recognizing the synergies between Simply BFI and Ketendo, we combined forces, resulting in a more powerful and integrated solution.

Q: And now we’re in 2024. What’s special about 2024 in terms of Ketendo? 

JF: In 2024, we strategically decided to focus on the Analytics component of Ketendo because it delivers quick, tangible value to clients. Once they experience the benefits of Ketendo Analytics, we collaborate with them to identify opportunities to enhance, digitize, and automate other manual processes using our Ketendo Operations offering.

Data, Analytics, and Reporting in Ketendo

Q: Data isn’t always top-of-mind for SMEs. It’s hard enough trying to bring in customers, meet revenue targets, and keep delivering quality products and services. If I’m a prospective client, why should I invest money in a data platform like Ketendo? 

JF: One of Ketendo’s standout features is its ability to save businesses significant time in sharing data and reports with clients.  Many businesses spend countless hours manually pulling data from various systems to create Excel reports, PDFs, and Word documents, which are then manually emailed to clients—often on a weekly or monthly basis. This repetitive and tedious process leaves little time for actual analysis and decision-making.  Ketendo simplifies this by automating data collection, processing, and sharing. As a result, our clients save valuable resources and reduce costs, while their clients enjoy up-to-date reports accessible anytime via Ketendo’s web portal and mobile app.

Q: You modernise that process, but does that automatically make it easier?

JF: Imagine Ketendo as a solution that eliminates the hassle of sending emails and Excel spreadsheets, allowing you to share interactive data analytics with your clients seamlessly.  Take, for example, a citrus exporter. You’re receiving fruit from producers to sell internationally, and both you and the producers need real-time insights. You need to track payments, quality ratings, and other key metrics. Regularly reporting these KPIs to producers is essential.  This is where Ketendo shines. As an exporter, you can log into Ketendo and instantly access the specific data you need, like financials, shipping details, and quality ratings, all in one place. When producers log in, they see only the reports and data relevant to them.

Q: Where does all the data in Ketendo come from? How do I, as an SME, load that into the system?

JF: Clients have multiple options for loading data and reports into Ketendo. Our data engineering team can assist in loading and processing raw data from various sources like Excel files and SQL Server databases. This data is then visualized and customized in Power BI according to client requirements before being published on the Ketendo platform for user access.  Alternatively, clients can leverage our Ketendo Data Connectors to extract data directly from financial and operational systems like Xero and Skynamo.

Q: What if I’m a more “self-sufficient” SME with my own reports? I don’t need you to design my data reports. 

JF: We’d call you our ideal client! So, in this case, all you need is the platform as the distribution channel to share the reports, right? You have your own dashboards and reports, but you don’t have the expensive Power BI licensing required to share the report with someone outside of the organisation and do it safely and securely.    That’s where we come in. We’ll help you publish your reports to Ketendo for safe and easy sharing with your clients.

Q: If I stop using Ketendo, what happens to my data? Have I relinquished control forever by importing it into Ketendo? 

JF: The short answer is no. Each client has their own Azure environment within Ketendo, including an Azure SQL database, Azure storage account, data factory, and a premium Power BI workspace.  Moreover, you’re not required to load your data into the Ketendo environment. With Ketendo and standard Microsoft tools, we can securely connect to your on-premise or cloud-based databases. In this setup, only your Power BI reports are published to Ketendo, while your source data remains in your environment.  If your data is loaded into a Ketendo database and you decide to leave, we’ll assist in transferring the Azure database to your own Microsoft tenant.

Security and Customisation in Ketendo

Q: What does customisation actually look like on Ketendo? 

JF: We can personalise the reports to look however you want. This includes things like adding your logo, your client’s logo and changing the report colour scheme to match your corporate colours. The dashboards become your own. This is an additional service we offer once you’ve purchased the Ketendo licenses. 

Q: Let’s talk about security. How do you make sure that sensitive business data stays safe on Ketendo’s platform? What’s stopping one user from accessing data they shouldn’t?

JF: We use a combination of role-based access control within Ketendo and row-level security in Power BI to protect your data. This ensures that users can only see and access the reports and data assigned to their specific Ketendo account, a process defined during client onboarding.  As a Ketendo Administrator, you have full control. You can create roles, specify which menu items and reports each role can access, and manage data visibility across the platform.

Q: What does Ketendo’s pricing structure look like?

JF: Everyone pays a monthly platform license fee plus the required Analytics, Operations and/or Data Connector licenses. You won’t find a more affordable platform anywhere else with the same capabilities as Ketendo.

Q: Ketendo is still an investment. Is it realistic to say that the platform eventually pays for itself?

JF: Absolutely. For example, if you use Ketendo to build a custom report, that’s a one-time investment to develop and automate it. If that report provides value to your clients, you can monetize it by offering them ongoing access and updates.  You can incorporate this as a service fee, which you set entirely. This means Ketendo can become an income generator for your business rather than just a cost.  

Q: What about users? Does adding extra users come at an additional cost?

JF: Yes, each active user on Ketendo incurs an additional cost. If you need different users within a client’s business to access different reports, you’ll need to purchase separate licenses for each user role.  For instance, if you want the CEO to access financial data while an operations manager only sees volume data, it’s easy to set up, but it does require an additional user license.

Looking Back and Ahead with Ketendo

Q: What about the Operations component of Ketendo? It’s not all about the Analytics, correct?

JF: Correct. While most clients start with the Analytics component, our collaboration often uncovers additional challenges they’ve been facing for years without realizing it.  As they use Ketendo, new opportunities emerge to leverage the tool for solving a broader range of business challenges. 

Q: It’s been quite a journey since 2021. What are you personally grateful for? 

JF: I’m deeply grateful to our clients, especially the early adopters, who trusted us, grew with us, and helped shape Ketendo into what it is today. The true value of our product lies in its ability to meet our clients’ needs. Ketendo stays relevant because it continues to solve real business challenges while fostering strong relationships along the way. In business, relationships are often the foundation of success, and this has certainly been true for us. Our clients’ needs have become an integral part of Ketendo, and for that, I’m sincerely thankful.

Visit the new Ketendo website.

Follow Jaco Ferreira on LinkedIn. 

Is Ketendo the right data management tool for your business? Contact us so we can show you.