Core takeaway: This profile needs MyCarrier to stay simple, fast, and effortless. They keep using it when it helps them handle occasional shipping without adding work.
Common Products Purchased
Product
Share
Free
93% of shippers
Starter
3%
Starter + Truckload + Unlimited Data History
1%
Starter + Data
1%
Starter + Other Combos
<1%
Professional
1%
Team + Decision-Making Unit
One or two departments are typically involved.
Departments: Owner / CEO / Book Keeper and Shipping Operations.
Buyer: Owner / Office Manager.
Champion: Buyer or User.
Users: Single Shipper or Admin Role.
Primary Persona: Single Shipper / Office Admin / Owner
Use Cases
Occasional rate check
Book a shipment when needed
Customer tracking inquiries
Buying Trigger
Jack-or-Jane of all trades, juggling multiple roles in one
Objection
Not enough volume to need
Journey
Before: Ad hoc, reactive shipping
During: Uses MyCarrier sporadically
After: Stays only if it remains effortless
Example AccountsNutraluxe (Professional), Vanhessen (Was Professional, now on Free), Carolina Narrow Fabric Co (Starter)
Core takeaway: This group is similar to ICP 1, but shipment volume makes manual work more painful and creates stronger motivation to compare rates, track shipments, and reduce back-and-forth.
Common Products Purchased
Product
Share
Free
63%
Starter
12%
Starter + Data
5%
Starter + Data + Truckload
6%
Starter + Other Combo
2%
Professional
10%
Professional + InvoiceHub
1.5%
Professional Plus
.5%
Team + Decision-Making Unit
Two or three main departments are typically involved: Owner / CEO, Book Keeper, Shipping Operations.
Sales feedback: often only one person is involved because they wear multiple hats.
Buyer: Owner / Office Manager.
Champion: Buyer or User.
Users: Single Shipper or Admin Role.
Persona: Single Shipper
Use Cases
Quote and book quickly without emailing carriers
Track shipment status in one place
Buying Triggers
Missed pickups or service issues from manual coordination
Booking without actually checking rates
Objections
Doesn’t want to change processes
Existing way is “good enough”
Journey
Before: Manual quotes and limited decision-making information
During: Experiences faster rate quotes and easy comparison
After: Makes more informed choices and ships more efficiently
Persona: Owner / Office Admin / Book Keeper
Use Cases
Manual review of rate quotes vs. invoices received
Customer tracking inquiries
Buying Trigger
Jack-or-Jane of all trades, juggling multiple roles in one
Core takeaway: This profile is often ready for better workflows, but may still be comfortable on a basic plan. Growth, multiple locations, and data needs are the most common upgrade drivers.
Sales NotesEven in larger volumes, many customers are comfortable with the basic plan. They may share logins and have 1-2 people handling shipping. The biggest upgrade drivers are 2 or more locations or the need for more data.
ICP Profile 4: Scaling Multi-Location Operations
Avg Employees~650
Annual LTL Spend~$570k
Shipment Band101 - 250/m
Avg Monthly Shipments150
Avg Monthly Quotes260
Avg ARR$2934
Company Demographics
ManufacturingAutomotiveIndustrial
Typical Tech Stack
ERP, BI tools, Accounting
MyCarrier Usage
Avg Users8
Avg Carriers9
Platform Tenure~3.5 years
Locations3-4
Core takeaway: This profile often knows it has a process problem. The choice is usually adding people to support the process or consolidating the process with better tooling.
Average Products Purchased
Product
Share
Free
31%
Starter
5%
Starter + Data
7%
Starter + Data + Truckload
1%
Starter + Other Combos
4%
Professional
32%
Professional Plus
20%
Team + Decision-Making Unit
Departments: Shipping / Logistics, Finance, Operations, IT.
Buyer: Leadership / CEO.
Champion: Logistics / Operations Leader.
Users: Shipping Dept + Accounting Dept.
C-suite executives are often involved at this level.
Persona: Logistics / Shipping
Use Cases
Manage shipping across multiple locations
Scale department without scaling headcount
Improve visibility across teams
Buying Triggers
Expansion into new locations and/or acquisitions
Volume creates bottlenecks
Service issues from lack of oversight
Objections
“Can this support multi-location shipping?”
“Will it slow us down?”
Journey
Before: Fragmented processes by location
During: Centralizes booking and visibility
After: Consistent execution and improved reliability
Persona: Finance / Accounting
Use Cases
Process growing invoice volumes efficiently
Identify and dispute overcharges
Reduce reconciliation time
Deliver reliable reporting to leadership
Buying Triggers
Invoice volume overwhelms AP
Disputes consume too much time
Inconsistent freight data
Objections
“Will this integrate into our workflow?”
“Does it really reduce manual effort?”
Journey
Before: Manual invoice audits and reconciliation
During: Reviews invoices and manages disputes
After: Faster processing and fewer billing issues
Persona: Operations
Use Cases
Monitor performance trends
Reduce operational risk as volume grows
Support scale without adding headcount
Buying Triggers
Growth creates process breakdowns
Leadership pressure to control costs
Inconsistent execution across teams
Objections
“Will this limit flexibility?”
“Can it handle our pace of growth?”
Journey
Before: Reactive problem-solving
During: Standardizes and monitors shipping
After: Controlled, scalable operations
Persona: Leadership
Use Cases
Gain visibility into freight costs
Ensure shipping is not slowing growth
Reduce operational surprises
Justify investment in logistics tooling
Buying Triggers
Freight spend rising faster than revenue
Operational issues escalated to leadership
Need for accountability
Objections
“What’s the ROI?”
“Is this critical or just nice to have?”
Journey
Before: Limited visibility, reactive decisions
During: Reviews reporting for insight
After: Confidence in cost and operational control
Sales NotesThey may already have an ERP connection and view MyCarrier as the final puzzle piece. They may be manually entering ERP data into MyCarrier unless they have a large team. They are typically looking for something more robust.
ICP Profile 5: Enterprise-Lite Network Governance
Avg Employees~1,100
Annual LTL Spend~$1.2M
Shipment Band250 - 500/m
Avg Monthly Shipments340
Avg Monthly Quotes520
Avg ARR$4600
Company Demographics
ManufacturingDistributionRetail
Typical Tech Stack
ERP, BI tools, Accounting, procurement systems
MyCarrier Usage
Avg Users18
Avg Carriers11
Platform Tenure3.2 years
Locations6
Sales note: average users might be a tad high.
Core takeaway: This profile needs control across people, locations, carriers, and spend. The strongest message is centralized governance without disrupting existing workflows.
ERP, BI tools, Accounting, procurement systems, internal custom tools
MyCarrier Usage
Avg Users28
Avg Carriers12
Platform Tenure~3.3 years
Locations10
Core takeaway: This profile is evaluating whether MyCarrier can support large, distributed, mission-critical shipping. Reliability, workflow fit, and ERP bridge value matter most.
Average Products Purchased
Product
Share
Free
27%
Starter
9%
Professional
42%
Professional Plus
22%
Team + Decision-Making Unit
Five or more departments are often involved: Shipping / Logistics, Finance / Accounts Payable, Operations, Procurement, IT / Systems, Executive Leadership.
Buyer: VP of Supply Chain / Operations.
Champion: Director of Logistics / Transportation.
Users: Large, distributed teams across logistics, finance, and operations.
Persona: Shipping / Logistics
Use Cases
Run shipping as mission-critical part of the organization
Manage large carrier networks efficiently
Support complex routing, accessorials, and exception handling
Maintain consistent execution across locations
Buying Triggers
Manual processes become impossible at volume
Service failures escalate to leadership
Lack of visibility across the network
Objections
Can this handle our volume without breaking?
Will this disrupt existing workflows?
Is this reliable?
Not adding 3PLs on our platform
They need a multi-modal solution
Journey
Before: Fragmented systems and manual oversight
During: Centralizes booking, tracking, and carrier management
After: Reliable, scalable shipping with fewer disruptions
Persona: Finance / Accounts Payable
Use Cases
Identify problematic invoices that require human attention while automation and AI handle the rest
Perform side-by-side invoice comparisons to catch discrepancies and overcharges
File disputes and manage resolutions in one system
Pay carrier vendors quickly and accurately from a centralized platform
Deliver trusted freight spend reporting to executive leadership
Buying Triggers
Extremely high invoice volume
Audit exposure or recurring billing discrepancies
Inefficient payment workflows
Executive pressure for cost transparency
Objections
“Can this handle all of our edge cases?”
“Will this actually eliminate the need to jump between carrier portals?”
Journey
Before: Manual data entry, fragmented invoice review, and portal hopping
During: Reviews invoices, flags discrepancies, disputes charges, and pays carriers in one place
After: Better data accuracy, faster processing, and dramatically reduced manual effort
Persona: Operations
Use Cases
Ensure shipping does not disrupt core operations
Monitor performance across locations
Identify inefficiencies and bottlenecks
Enforce standardized shipping processes
Visibility into customer tracking
Buying Triggers
Operational issues tied to freight execution
Inconsistent performance across facilities
Growth increasing operational risk
Objections
Will this actually improve operational consistency?
Is the data actionable or just reporting?
Journey
Before: Reactive oversight and firefighting
During: Monitors and manages shipping performance
After: Predictable, controlled operations at scale
Sales NotesThe main reason they are looking into MyCarrier is because other TMSs are not working properly. MyCarrier needs to bridge the gap between customers that already have ERP integrations and those that do not.