Why IRIS
Every site is capital you commit years before it pays back. IRIS forecasts that revenue on your own estate, with its range and its drivers attached, and stays honest about how far the number can be wrong. Not a confident guess you cannot check, but a call you can defend in the room where the spend gets signed off.
The comparison
Two of the tools on the market will hand you a confident figure for a site. Neither lets you see how it was made, or run it again when the plan changes. Here is the same job, done three ways.
A comparison of categories, not a named product. Every IRIS forecast carries its own range: it depends on your data and is different for every store.
Four rules, in writing
Our restraint is not modesty. Each of these is an operating rule, and each is one a confident-number vendor cannot copy without contradicting its own pitch.
We will not quote an accuracy number before we have seen your data.
Accuracy is not a property a model has. It is what happens when a model meets your estate, your formats, your market. A figure quoted before that is invented, not measured, so we hold ours until the Validation Sprint runs on your own stores.
You can override the model, and the change goes on the record.
Open a driver, disagree with it, change it, and the model still runs. Every adjustment is logged, so the forecast stays yours and stays defensible. The score is never shown without the reasoning behind it.
We keep the misses in the picture.
A track record built only on the sites that opened and thrived flatters every forecaster. Leaving out the stores that struggled is how a confident number lies politely, so our validation is meant to show where we were wrong, not only where we were right.
The ranking matters more than the single euro figure.
A first year's revenue does not exist yet, so a precise point number is false comfort. What holds up is which sites out-earn which, and by how much. We lead with the order and the range, not a decimal place.
When a point tool is enough
Buy the right tool, not the biggest one. If your question is how many people pass a spot, or how far someone can drive to it, a footfall dashboard or a drive-time API answers it well, and IRIS would be more than you need.
IRIS earns its place when the money is real and the question is harder: what a specific site will actually earn, how sure you can be, and whether the number holds up where the capital gets committed. That takes a model calibrated to your own estate, tested on stores it never saw, with the range and the drivers attached. It is also why we are honest about our own limits: the range widens in a brand-new market or on a small estate, because that is where the evidence is thin. The point tools leave all of that to you. We don't.
If you are weighing specific alternatives, we have written that comparison down: how IRIS compares, tool by tool, including when to buy one of them instead. And before any vendor call, arm yourself with the five questions to ask a forecasting vendor, us included.
The difference, in one demo
Don't guess where your next store will thrive. IRIS forecasts revenue on your own data, with its range and its drivers attached, so what you bring to the board is evidence you can defend, not a hunch. Book a demo to see it, or prove it first with a Validation Sprint: our error on your own stores, from €4,000 for the Kick Start.