Introduction

I was working on a Workforce Monitoring SaaS for enterprises in regulated industries such as financial services, logistics, pharmaceuticals, FMCG, construction, manufacturing, etc. As part of the usability testing and user behavior analysis, I was always asking customers for feedback and tracking usage data. At one point, we noticed that among 23 early-adopting companies that were paying us, 12 companies were delivery companies. That means more than half of our existing companies were delivery companies.

I wanted to know the reason. We talked to the delivery companies and learnt that there is a gap for good delivery management software in the market, and those delivery companies were using our workforce monitoring software to somehow solve their operational issue. It was as if they were using a spaceship to go from New York to New Jersey.

That’s how we decided we should introduce a new SaaS to specifically address those delivery companies, with new market research, new product packaging, and a refined revenue model that is more well-suited for their need.