HaulerHub — Category & Brand Deck
// GTM Strategy Deck

HAULER
HUB

Category definition. Brand identity. Market domination. A new playbook for Transportation Execution Software.
Developed by Fuse
// 01

THE
BROKEN
MARKET

  • Shippers still confuse HaulerHub with load boards — a commodity category
  • Mid-market shippers are managing freight on Excel and phone calls
  • Brokers are eating 15–30% of every shipment with zero accountability
  • No SaaS player owns this space with a bold, direct voice
$800B
US freight market, largely undigitized
15–30%
broker margin shippers pay unnecessarily
"The software category that should own this space hasn't been named — yet. That's the opportunity."
Category Definition
Load Board → Transportation Execution Software (TES)

WHAT IS
TES?

01 / CONNECT
Direct carrier access
Cut out the broker. Ship directly with vetted carriers and keep the margin for yourself.
02 / EXECUTE
End-to-end visibility
From load creation to delivery confirmation — one platform, full control, zero surprises.
03 / OPTIMIZE
Data-driven freight decisions
Every load generates intel. Over time, HaulerHub makes your supply chain smarter.
MAVERICK
Brand Archetype
THE
MAVERICK
HaulerHub doesn't follow the logistics industry's rules — it rewrites them. Direct, unfiltered, and built for shippers who are tired of being taken advantage of.
01
Disruptive by design
Every message calls out the broken status quo. Brokers, load boards, and legacy TMS are the foil.
02
Radically direct
No enterprise fluff. HaulerHub talks like a logistics operator — plain, confident, results-first.
03
Champion of the shipper
The ICP is the hero. HaulerHub exists to hand power back to the shippers brokers have extracted from for decades.
04
Earns trust through proof
Mavericks don't ask you to believe them — they show receipts. ROI-first messaging, every time.
Brand Voice in Action

LINKEDIN
POSTS

HH
HaulerHub
Transportation Execution Software
Your freight broker charges you 20% and tells you to be grateful for it.

We built software that connects you directly to carriers.

Same load. Same lane. Keep the 20%.
#FreightTech #ShipSmarter
HH
HaulerHub
Transportation Execution Software
The freight broker model hasn't changed in 40 years.

Phone calls. Spreadsheets. A middleman who adds margin and removes visibility.

Mid-market shippers deserve better. That's why we exist.
#Logistics #TMS
HH
HaulerHub
Transportation Execution Software
Hot take: if you're still routing freight through a broker, you're leaving real money on the table every single month.

15–30% in broker margin × your monthly load volume.

Do the math. Then call us.
#FreightCosts #SupplyChain
Brand Voice in Action

BLOG
POSTS

Freight Strategy
Why Your Freight Broker Is the Most Expensive Employee You Never Hired
You pay them on every load. They answer to no one. And they're the reason your freight costs look the way they do. It's time to talk about what brokers actually cost mid-market shippers — and what happens when you cut them out.
Read more →
Industry
Load Board vs. TMS vs. Transportation Execution Software: What's Actually the Difference?
Most shippers have heard all three terms. Few can tell you what separates them — or which one is actually built for how freight works today. We break it down, plain and simple.
Read more →
ROI
The Mid-Market Shipper's Guide to Cutting Freight Costs Without Cutting Corners
You don't need a 6-month implementation or an enterprise contract. You need direct carrier access, real-time visibility, and software that doesn't require a PhD to operate. Here's the playbook.
Read more →
Brand Voice

HOW WE
SOUND

DIRECT
synergistic solutions
We say what we mean. No jargon, no hedging. Shippers are smart — talk to them like it.
BOLD
we believe we can
We're not timid about what HaulerHub does. We own the claim and back it with proof.
SHARP
robust, scalable platform
Every word earns its place. Tight, punchy copy that cuts through the logistics category noise.
HUMAN
enterprise-grade UX
This is a tool for logistics managers — real people with real problems. Sound like you get it.
Core message: "Stop paying brokers to do what software can do for free."
Go-To-Market

4 PROGRAMS
TO BREAK THROUGH

PROGRAM 01
Capture Demand
SEO/AEO PPC CRO
Convert in-market shippers already searching for a TMS or broker alternative.
PROGRAM 02
Create Demand
LinkedIn Cold email PR
Build awareness among ICP-fit shippers who don't know they have a better option.
PROGRAM 03
Revenue Ops
CRM Automations Signal email
Build the revenue infrastructure to scale outbound and track pipeline accurately.
PROGRAM 04
Content Marketing
Case studies Newsletter Thought leadership
Drive brand authority, sales enablement, and platform adoption through education.
Execution

90 DAYS TO
MARKET SHIFT

Month 1
Foundations
5
net new shippers
Product marketing one-pager
Customer research sprint
SEO & PPC playbooks built
Signal-based email setup
Month 2
Walking
5
net new shippers
SEO, PPC & demand gen live
Newsletter sponsorship program
Signal-based email launch
Retention strategy activated
Month 3
Running
10
net new shippers
All 4 GTM programs live
1–2 newsletter sponsorships
Bi-weekly syncs & reporting
Category narrative in market
Ideal Customer Profile

WHO WE'RE
GOING AFTER

THE BROKER-DEPENDENT MID-MARKET SHIPPER
50–500 employees, 1–2 logistics managers
15–100 loads/month, mostly LTL/FTL
Majority of freight routed through brokers
No TMS or stuck on a legacy system
Tired of paying broker margin with no visibility
WHY THEY FIT
15–30% broker savings = immediate, provable ROI
Volume makes the platform sticky fast
No 6-month enterprise sales cycle
Stable enough not to churn at first friction
KEYWORD INTENT
Freight broker alternative
Best TMS for SMB / mid-market
How to ship without a broker
Reduce freight costs
Load board vs TMS
Investment

TWO
TIERS

★ RECOMMENDED — PMF STAGE
Foundations
$6K/mo
Retainer — ad spend not included
SEO/AEO Management · Performance Marketing · RevOps Management
ALL-IN GROWTH
Growth
$12K/mo
Everything in Foundations, plus full demand gen & content
+ Demand Generation · Signal-Based Outbound · Content Marketing (LinkedIn, case studies, email)
Strategic OKRs

Q3
TARGETS

15–25
net new shippers onboarded in Q3
15+
loads/month per shipper on the platform
→ TES
shift market perception from load board to Transportation Execution Software
// The opportunity

READY TO
OWN THE
CATEGORY?

The Transportation Execution Software category is unclaimed. HaulerHub has the product, the positioning, and the Maverick energy to own it — Q3 is the moment to move.
Proposal by Jacob Roseburrough · Fuse · jacob@fuseagency.com
← → to navigate