Home / Work /
Fernhill
Fernhill
·
Freight software
Repositioning a freight platform from “cheapest” to “most certain”.
Fernhill was winning deals on price and losing them on renewal. We rebuilt its positioning around delivery certainty and retired two of its three target segments.
+41%
Qualified pipeline
−22%
Sales cycle
3 → 1
Core segments
Fernhill had grown to $14M by being cheaper than the brokers it replaced, until two well-funded competitors got cheaper still. A third of new customers churned within a year. The leadership team wanted to cut price again; the board wanted a new market. Nobody had looked closely at the customers who stayed.
Listened to the ones who stayed
Fourteen interviews. The loyal customers never mentioned price. They talked about knowing where their freight was without calling anyone.
Picked one segment
Mid-sized manufacturers with time-critical freight renewed at twice the rate of everyone else. We built for them and stopped chasing the rest.
Rewrote the story
‘Cheapest’ became ‘most certain’, across the homepage, deck and first-call script, written with the people who had to use them.
Within two quarters qualified pipeline was up 41% while lead volume fell, and the sales cycle dropped from 94 to 73 days. The new market went on the not-now list with a trigger to reopen it. Fernhill hit the trigger a year later.
What they kept, and what they stopped.
“They asked the question our board had been circling for a year, then stayed long enough to help us answer it.”
PR
Priya Raman
Chief Executive, Fernhill
Fernhill
Decision record
Build for mid-sized manufacturers
Kept
Sell certainty, not price
Kept
Track retention every week
Kept
Enter the Nordics in 2025
Not now
Match competitor pricing
Not now
Two of three target segments
Not now
Sample
