Persona – Mom & Pop 3PL

There is still a market of 1000 small 3PLs. These are the companies with one facility in the middle of nowhere and do fulfillment for a handful of customers. Usually family owned. Here, someone owns a lot of stuff, including IT and operations. These people are stuck on legacy shipping tech, like DesktopShipper or ConnectShip, and would migrate if things were easy and cost less than $100K. Their biggest frustrations are the poor performance of the legacy tech, more so than bells and whistles of ML and AI. They care about things like integration to their older WMS, availability of carriers, and responsive support. Many times they are single threaded on a carrier, versus using multiple carriers, so the value props of saving money don’t matter as much.