The Logistics of Logistics Making FreightTech Sticky with Nick Dangles
Nick Dangles and Joe Lynch discuss making freightech sticky. In the podcast interview, Nick provides strategies for developing, marketing, and implementing freight technology that will be sticky.
About Nick DanglesNick Dangles is the C0-founder of Kinetic, a company that helps freight tech companies get their products to market faster and with better adoption. Nick is a tenured veteran of full truckload freight brokerage who has firsthand knowledge of technology's power in the freight industry. Nick's operational focus and capacity to find a path forward, no matter the challenge, make his skills indispensable when working on a project, problem, or idea. Nick received his degree in Philosophy from The University of Illinois and received his law degree from Loyola University Chicago School of Law.
About KineticKinetic helps freight tech companies get their products to market faster and with better adoption. It's not enough to simply build a great product. To succeed, both startups and companies at scale need to make decisions about how to effectively acquire new customers and address their target audience. By leveraging our network and transportation experience, we assess the current market understanding of your product to help find product-market-fit and provide support to your sales and marketing teams. We also partner with your company to build and deliver effective training materials, drive adoption throughout an organization, and provide basic customer support.
Key Takeaways: Making FreightTech Sticky- FreightTech refers to technologies that aid in the movement of freight or management of supply chains through logistics.
- Sticky means anything about a technology that encourages a user to use it longer and more often. A technology is sticky if a user tends to stay for a long time and to return.
- FreightTech companies will be more sticky if they do the following:
- Develop tech that is:
- Visually appealing.
- Intuitive.
- Something users enjoy and want to share, the potential to go viral.
- Avoid feature bloat – keep it simple – solve the problem the user has elegantly.
- Useful – don't attempt to change user behavior if possible.
- Reminders and messages reminding them to come back - suck them in
- Use data to see what features are getting used
- Many consumer technologies like Facebook, Twitter, Lyft, Uber, Shipt, etc. are considered sticky because users use the applications regularly.
- Create marketing campaigns and messaging that gets to the heart of why people buy. Freighttech marketers should get a deep understanding of why people buy their products. Ideally, the product has a brand that is:
- Relevant to the customer (something they care about)
- Ownable (something the company is capable of fulfilling)
- Differentiating (something that makes the company special, different, and better than the competition)
- Customer success and adoption is a critical element in making freighttech sticky and many companies overlook it's importance.
- Develop tech that is: