Case study
Logistics
Taking a new premium freight service from idea to 14 enterprise contracts.
Ardent Logistics wanted to move beyond price-led haulage. We helped them design, price and launch a premium service for customers who value reliability over the lowest rate.
10 wks
To first revenue
4 months
Project length
2024
Year completed
01
About the project
A strong operator stuck competing on price.
Ardent Logistics moves freight for manufacturers and retailers across the UK and Europe. It has a reliable fleet and a strong safety record, but most of its work was won on price alone.
The leadership team believed some customers would pay more for guaranteed slots, live tracking and a dedicated account team. They asked us to test that idea and, if it held up, take it to market quickly.
Client
Ardent Logistics
Industry
Freight & logistics
Location
Felixstowe, UK
Timeline
4 months
Services
Go to market, pricing, sales
02
The challenge
A great operation, sold like everyone else’s.
Competing on price alone
Most contracts were won by being the cheapest bidder.
A premium service customers choose for reliability.
No clear offer
Sales pitched the same service to every customer.
A defined service with clear features and guarantees.
Pricing by the load
Rates were quoted one job at a time, with no strategy.
Simple premium pricing, built around customer value.
Sales without focus
The team chased any lead that came in.
A target list of 80 enterprise accounts and a clear pitch.
03
How we got there
Test the idea fast, then launch with a focused sales plan.
Weeks 1–3
Validate
Weeks 4–7
Design
Weeks 8–12
Launch
Weeks 13–16
Scale
04
The results
A new premium line and customers who stay for the service.
Ardent signed its first contract in ten weeks and now earns more per load from customers who renew.
10 wks
To first revenue
+31%
Revenue per load
96%
On-time delivery
Tom Hadley
CEO, Ardent Logistics
Client
Ardent Logistics