The document outlines the development of an LTL (less-than-truckload) shipping module aimed at improving efficiency for shippers dealing with multiple carriers and complex regulations. This module offers a single platform for managing LTL shipments, automating tasks, and providing real-time visibility, ultimately saving users time and costs. The target market includes businesses of all sizes, with a focus on enhancing operational efficiency and addressing unmet needs in the LTL shipping sector.

1. LTL Module
A Solution for Shippers
P r a s a n n a H e g d e

2. Problem Statement
Multiple carriers: They have to deal with an average of 5 different carriers, each with their own rules and
regulations.
Complex paperwork: They have to fill out an average of 10 pages of paperwork per shipment, which can
lead to errors and lost or delayed shipments.
Long wait times: They have to wait an average of 24 hours to get quotes and book shipments.
3 Hours/Wk.
$100
3 Days
The current product does not support LTL shipments,
which can be a major challenge for shippers.
The LTL module will solve these problems by providing a single
platform for shippers to manage their LTL shipments.
The module will also automate many of the tasks involved in LTL
shipping, such as carrier selection, paperwork, and tracking.
Solution
Single
platform
Automated
tasks
Improved
efficiency
Shippers will be able to
manage all of their LTL
shipments from a single
platform. This will save
them an average of 3
hours per week.
Many of the tasks
involved in LTL shipping
will be automated. This
will save shippers an
average of $100 per
shipment.
The LTL module will help
shippers to improve the
efficiency of their shipping
operations by reducing the
time and effort required to
manage LTL shipments.
Increased
visibility
Shippers will have
increased visibility into
their LTL shipments,
which will allow them to
make better decisions
about their transportation
needs.

3. Target Market
• The increasing demand for online shopping
• The need for businesses to ship goods more efficiently
Growth Potential
• Targetted at businesses of all sizes that ship goods via
LTL carriers
• Large and growing market, with an estimated value of
$120 billion in the United States alone
Target Market
• The Market is expected to grow at a
compound annual growth rate (CAGR) of 4%
from 2022 to 2027.
Needs of the Target Customers
• Cost efficiency
• Real-time visibility
• Streamlined operations
$120 billion by 2025
$10 billion by 2025
$5 billion by 2025
TOM
SAM
TAM

4. • Persona 1: Alex, Logistics Manager
• Persona 2: Emily, Small Business Owner
• Persona 3: Chris, Supply Chain Director
User Personas
• Identifying gaps in real-time tracking.
• Offering tailored solutions for SMBs.
Competitive Analysis
• Real-time tracking feature in development.
• Transparent pricing model implementation.
Implications for Product Development
• Alex: "Struggling with carrier selection."
• Emily: "Need for cost-effective shipping."
• Chris: "Demand for real-time tracking."
User Needs and Pain Points
• Small businesses seeking affordability.
• Enterprises craving efficiency.
• Shippers valuing real-time visibility.
Market Segmentation
• % growth in LTL shipments.
• % reduction in shipping costs.
Data-Driven Insights
• User-centric design workshops.
• Iterative module development.
Next Steps
• % of users request real-time tracking.
• % of users desire cost transparency.
Feedback and Surveys
User Research and Insights

5. Competitive Landscape
LTL Transportation
Management System
Features Strengths Weaknesses
C.H. Robinson's BlueJay
Cloud-based, carrier matching, rate negotiation,
real-time tracking
Large network of carriers, expertise in logistics,
wide range of services
High prices, not focused on small
businesses
J.B. Hunt's 360 Logistics Web-based, seamless user experience Focus on small businesses, easy to use
Limited feature set, not integrated with other
systems
XPO Logistics's Connexx
Cloud-based, automated carrier matching and
routing
Focus on efficiency, integrated with other
systems
High prices, not supported for small
businesses

6. Solution overview
1
2
3
Features and Functionality
• Unified Management
• Shipment Creation
• Carrier Matching
Seamless integration
The LTL Module seamlessly integrates into the existing TMS, leveraging the
robust features of the platform while introducing specialized LTL capabilities.
This integration ensures a consistent user experience and maximizes the value
of both FTL and LTL functionalities.
Enhanced Workflows
• Enabling shippers to manage diverse shipment types from a single interface.
• Offering consolidated data and insights for efficient decision-making.
• Streamlining carrier selection and route optimization for LTL shipments.
Value Proposition
• Optimize cost-efficiency through accurate rate estimations and carrier matching.
• Improve customer satisfaction with real-time tracking and enhanced visibility.
• Streamline operations by centralizing shipment management within a unified platform.
• Real-time Tracking
• Rate Estimation
• Integrated Reporting

7. 1
2
3
4
5
1
2
3
4
Functional Requirements Non-Functional Requirements
Shipment Creation
• Enable users to create LTL shipments with weight, dimensions, origin, and destination details.
• Provide a user-friendly interface for input and editing of shipment information.
• Implement intelligent algorithms for LTL shipment-carrier matching.
• Consider location, capacity, and historical performance for optimal matching.
• Offer real-time tracking for LTL shipments.
• Provide automated notifications for key shipment milestones.
• Provide accurate rate estimates based on shipment attributes and carrier rates.
• Enhance transparency in cost calculations to aid decision-making.
• Generate comprehensive LTL shipment, carrier performance, and cost analysis reports.
• Support data-driven insights for strategic decision-making.
Carrier Matching
Real-time Tracking
Rate Estimation
Integrated Reporting
Integration Design
• Ensure seamless integration with existing TMS.
• Implement standardized data exchange protocols for smooth module interaction.
• Design intuitive interfaces with clear navigation and a minimal learning curve.
• Prioritize user-centered design principles to enhance overall usability.
• Ensure rapid response times for critical functions.
• Design scalability to accommodate growing user demand and data volume.
• Implement robust security protocols for data and user protection.
• Ensure compliance with industry standards and regulations.
User Experience (UX)
Performance and Scalability
Security Measures
5
Data Analytics
• Support advanced analytics for insights from shipment data.
• Enable informed decisions based on historical trends and patterns.
Product Requirements

8. User Journey: Navigating the LTL Module
• While reviewing the shipment,
Sarah also accessed the rate
estimation screen.
• The module provides accurate
cost estimates based on shipment
attributes and carrier rates, aiding
her decision-making.
1 2
4
5
6 7
Screen 6: Reporting and Analytics
• Sarah later navigates to the reporting and analytics section.
• She generates comprehensive reports on her LTL shipments,
carrier performance, and cost analysis, empowering data-driven
decisions.
Screen 4: Real-time Tracking
• Sarah selects a carrier, and her shipment is now in
transit.
• She can track her shipment in real time, viewing its
current location and estimated time of arrival (ETA).
User
Persona
Screen 1: Dashboard Screen 2: Shipment Creation
Lorem
Ipsum
Screen 5: Rate Estimation
• Meet Sarah, a logistics manager at a shipping
company.
• Sarah regularly uses the LTL Module to manage
her less-than-truckload shipments efficiently.
• Sarah logs in to the TMS and is greeted by the LTL
Module dashboard.
• The dashboard provides an overview of her active
LTL shipments, including status and progress.
• Sarah clicks on "Create New Shipment" to initiate the
shipment creation process.
• She inputs shipment details, including weight,
dimensions, origin, and destination.
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Screen 3: Carrier
Matching
• After entering shipment details,
Sarah proceeds to the carrier
matching screen.
• The module's intelligent
algorithms suggest a list of
suitable carriers based on
location, capacity, and historical
performance.
3
Screen 7: User Feedback
• The LTL Module values user input, and Sarah provides
feedback through the integrated feedback feature.
• Her suggestions and comments are taken into consideration
for continuous improvement.

9. Implementation plan
Phased implementation plan using the MOSCOW method, with the requirements grouped according to functional and non-functional aspects:
Phase Duration Prioritization Functional Requirements Non-Functional Requirements
Phase 1 Months 1-2 Must-Have (M) Shipment Creation Integration Design
Phase 2 Months 3-4
Must-Have (M) and
Should-Have (S)
• Carrier Matching
• Real-time Tracking
User Experience (UX)
Phase 3 Months 5-6 Should-Have (S) Rate Estimation Performance and Scalability
Phase 4 Months 7-8 Could-Have (C) Data and Analytics Security Measures
Phase 5 Months 9-10 Could-Have (C) User feedback Compliance with Standards
Phase 6 Months 11-12 Won't-Have (W) - - - -

10. Go-to-market strategy
Marketing Campaigns
• Product Launch Campaign: Create excitement and anticipation with a well-planned launch.
• Educational Content: Develop informative content to educate customers about LTL benefits.
• Thought Leadership: Establish our brand as an authority in the LTL management domain.
Pricing Strategy Sales Channels
• Competitive Pricing: Offer competitive rates in line with industry standards.
• Tiered Plans: Provide flexible pricing tiers to accommodate varying customer needs.
• Value-Based Pricing: Align pricing with the module's value proposition.
• Direct Sales: Utilize a dedicated sales team for personalized customer engagement.
• Online Sales: Implement an e-commerce platform for self-service purchases.
• Channel Partnerships: Collaborate with strategic partners for extended reach.
Customer Training and Support
• Onboarding Support: Offer comprehensive onboarding assistance for new users.
• 24/7 Customer Support: Ensure round-the-clock assistance for any queries or issues.
• Training Resources: Provide resources like webinars and guides for user proficiency.
Feedback Loops
• Continuous Feedback: Encourage users to provide feedback for product improvement.
• Agile Updates: Implement regular updates based on user suggestions and market changes.
• User Communities: Foster a community of LTL users for knowledge sharing.
Market Expansion
• Geographic Expansion: Consider gradual expansion to new regions as the product matures.
• Niche Targeting: Identify specific industries or sectors with unique LTL needs.
• Cross-Sell and Upsell: Leverage existing customer relationships for module adoption.

11. Integration Design and Workflows
Shipment Creation Workflow
Users initiate the process by creating new shipments and providing details such
as weight, dimensions, origin, and destination.
Microservices Architecture
The LTL Module is designed as a set of microservices, ensuring modularity and
flexibility. Each microservice handles specific functions such as shipment
creation, carrier matching, etc.
Carrier Matching Workflow
The microservices-based system efficiently matches shipments with suitable
carriers, considering factors like location, capacity, and historical performance.
REST API Integration
RESTful APIs facilitate communication between the LTL Module and our existing
TMS ecosystem as well as other external systems.
Real-time Tracking Workflow
RESTful APIs enable real-time tracking, granting users visibility into current
shipment locations and estimated time of arrival (ETA).
Data Synchronization
Real-time data synchronization ensures that all information, including shipments,
carriers, and tracking updates, is up-to-date across both modules.
Reporting Workflow
Microservices generate comprehensive reports on LTL shipments, carrier
performance, and cost analysis, providing valuable data-driven insights.
Unified Platform
Users access the LTL Module from the familiar TMS interface, simplifying
navigation and user adoption.
KeyWorkflows Integration Design

12. Conclusion and Next Steps
Conclusion
In conclusion, the LTL Module represents an exciting opportunity to enhance our product suite, meet customer
demands, and achieve our strategic goals. We've seen how this module aligns with market needs and our commitment
to innovation.
Next Steps
• Approval: We seek your approval to proceed with the development of the LTL Module, allowing us to provide even
greater value to our customers.
• Cross-functional Collaboration: We will engage cross -functional teams to kickstart development, ensuring alignment
with our objectives.
• Customer Engagement: We'll actively engage with our customers to gather insights and feedback, ensuring the module
meets their expectations.
• Timelines: We will establish clear timelines and milestones for development, keeping everyone informed and on track.
• Regular Updates: You can expect regular updates on progress, and we welcome your ongoing input and support.

13. Thank You

14. • Enhanced Efficiency: Users experience improved operational
efficiency through automated workflows and efficient carrier
matching.
• Cost Savings: Accurate rate estimation and optimal carrier selection
lead to cost savings.
• Customer Satisfaction: Real-time tracking and transparency elevate
customer trust and satisfaction.
Benefits for Users
Efficiency in LTL Management: The LTL Module streamlines less-than-
truckload (LTL) shipment management, reducing manual efforts and optimizing
carrier selection.
Core Value Proposition
• Simplified Workflow: Eliminate complexities in LTL logistics with
user-friendly tools, reducing the burden on logistics teams.
• Real-time Visibility: Offer customers real-time tracking, addressing
their need for shipment transparency.
Addressing Customer Pain Points
Unlocking Value: The LTL Module Advantage

15. Market Research
• The major players in the LTL market are C.H. Robinson, J.B. Hunt, and XPO
Logistics.
• These companies have a large network of carriers, expertise in logistics, and a wide
range of services.
• These companies have high prices and lack of focus on small businesses.
• These companies are focusing on different market segments and investing in new
technologies.
• Real-time visibility: Businesses need to be able to track their shipments in real-time
to ensure that they are delivered on time and in good condition.
• Carrier matching: Businesses need to be able to compare rates and terms from
different carriers to get the best possible deal.
• Single platform: Businesses need a single platform to manage all of their LTL
shipments. This can help them to save time and money.
Customer Pain Points
Unmet Needs of the Market
• High costs: Many businesses find that LTL shipping is too expensive, especially for small
or medium-sized businesses.
• Lack of transparency: It can be difficult for businesses to get accurate information about
LTL shipping rates and terms.
• Poor customer service: Businesses often have difficulty getting help from LTL carriers
when they need it.
Competitive Landscape

16. Benefits
Increased Efficiency
• Seamlessly manage LTL and FTL shipments on one platform.
• Streamline shipment processes: creation, carrier matching,
tracking, and reporting.
• Enhance operational efficiency by reducing manual tasks.
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02
Streamlined Operations
• Intuitive interfaces simplify shipment management.
• Integrated reporting offers data-driven decision-making insights.
• The single-platform solution reduces complexity for both LTL and FTL
shipments.
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05
Optimized Costs
• Accurate rate estimation empowers shippers' informed decisions.
• Intelligent carrier matching boosts cost savings through optimized routes and
selections.
• Real-time tracking and analytics identify cost-saving opportunities.
Competitive Advantage
• Differentiate by providing comprehensive transportation management.
• Address unmet needs and pain points in the LTL market segment.
• Attract and retain customers with advanced features.
Enhanced Customer Satisfaction
• Real-time tracking offers customers visibility into shipment progress.
• Automated notifications ensure transparency and keep customers informed.
• Improved accuracy in delivery time estimates builds customer trust.
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