Fjordlast · Product strategyFor the leadership team · November 2026

Strategy
2027.

Fewer things, done fully.

Route and warehouse planning for hauliers
Confidential · internal use only
Fjordlast · Strategy 202701 / 10
Agenda

Five answers to one question.

  1. 01Where we playp. 03
  2. 02The customerp. 05
  3. 03Three betsp. 06
  4. 04What we stop doingp. 08
  5. 05How we'll knowp. 09
Fjordlast · Strategy 202702 / 10
01 · Where we play

The middle. Where it's hard.

Hauliers with 15 to 60 trucks and many daily changes. Too small to build their own. Too complex for Excel.

HIGHCOMPLEX LOWCOMPLEX WE PLAY HERE 15-60 TRUCKS EXCEL AND PHONE BUILD THEIR OWN NOT WORTH IT PRICE WAR CONSULTANCIES SMALL · 1-14 MID · 15-60 LARGE · 60+
Market map · fleet versus complexity
Fjordlast · Strategy 202703 / 10
The case for the middle
64%

of our new revenue in 2026 came from hauliers with 15 to 60 trucks.

Source: sales data 2026 · 212 new contracts
Fjordlast · Strategy 202704 / 10
02 · The customer we serve best

The dispatcher at 6:40 a.m.

30 trucks, four call-offs and a plan that no longer holds. Every single morning.

Customer profile · K-01Validated · 42 interviews
Segment
Haulier, 15-60 trucks
Decision maker
Owner or operations manager
Pain
The plan breaks before 7 a.m.
Wins on
Fewer empty kilometres
Loyalty
97 % renew their contract
Fjordlast · Strategy 202705 / 10
03 · Three bets

Three bets. One already holds.

Confidence 0-10 · status
Bet 01Validated

Live replanning

A new plan in 30 seconds when a truck drops out.

EvidencePilot with 6 customers: 11 % fewer empty kilometres.
8 / 10
Bet 02Needs evidence

Invoice from the route

The invoice goes out when the last stop is signed off.

EvidenceRequested by many. Nobody has paid yet.
5 / 10
Bet 03Dropped

Sweden in 2027

The same product for Swedish hauliers.

EvidenceToo early. We win Denmark first.
2 / 10
Assessed October 2026
Fjordlast · Strategy 202706 / 10
“

I don't need more features. I need the plan to hold until 10 a.m.

Dispatcher · haulier in Vejle · 34 trucks
Fjordlast · Strategy 202707 / 10
04 · Focus

What we stop doing.

Frees up 30 % of development time
StopInstead
Custom builds for single customers
→
One standard, for everyone
14 payroll integrations
→
The three customers use
Free trial without onboarding
→
Paid onboarding day
Fjordlast · Strategy 202708 / 10
05 · In six months

How we'll know in June.

Bet 01
400

replans per week. Today: 60.

Bet 02
25

customers pay for invoicing. Today: 0.

The customer
<2 %

churn in the core segment. Today: 3.1 %.

The ruleReview on 15 June 2027. If a bet misses its number, we stop it.
Fjordlast · Strategy 202709 / 10
Fjordlast · Product strategy 2027

Fewer things.
Done fully.

Next step

Leadership decides on 14 January 2027.

Questions to the product team
Thank you for your time
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