Vision & Mission
Vision
Route planning isn’t just about shortest distance — it’s about HOS compliance, rest timing, fuel costs, and adapting to reality.
Current routing tools assume infinite drive hours, static conditions, and no rest or fuel requirements. SALLY is built for the reality of trucking, not the fantasy of infinite drive time.
Mission
Eliminate the coordination gap between dispatchers and drivers by providing intelligent, HOS-compliant route planning that continuously adapts to real-world conditions.
Core Insight
Every TMS lets you dispatch loads. Only SALLY plans the route for you.
- Routes are HOS-aware — the driver has X hours left, plan around it
- Rest stops are inserted automatically — where, when, how long
- Fuel stops are optimized — cheapest on route
- Plans update dynamically — dock took 4h instead of 2h? Re-plan the remaining route
Target Market
Primary: Small-to-Mid Carriers (20–100 Trucks)
These carriers are the sweet spot:
- Large enough to need real fleet coordination
- Small enough that dispatchers manually plan routes today
- Currently using basic TMS (Truckbase, Rose Rocket) + ELD (Samsara, Motive)
- Pain points: Manual route planning, no HOS-aware dispatch, constant dispatcher-driver phone calls
Why This Segment?
No TMS for small carriers combines dispatch operations with intelligent, HOS-aware route planning. The only competitor doing something similar (Trimble) targets enterprise carriers at $1,000+/month. SALLY fills this gap.
Competitive Positioning
SALLY sits at the intersection of TMS (load management), ELD (HOS tracking), and routing (directions) — solving what none of them solve individually.
| Capability | Truckbase | Rose Rocket | Trimble | SALLY |
|---|---|---|---|---|
| Load/dispatch management | Yes | Yes | Yes | Yes |
| ELD integration | Yes (30+) | Yes | Yes | Yes (Samsara) |
| Public API | No | Yes | Yes | Yes |
| HOS-compliant route planning | No | No | Yes (enterprise) | Yes |
| Automatic rest stop insertion | No | No | Partial | Yes |
| Fuel stop optimization | No | No | No | Yes |
| Continuous monitoring (24/7) | No | No | Partial | Yes |
| Proactive dispatcher alerts | No | No | Partial | Yes |
| Dynamic route re-planning | No | No | Partial | Yes |
| Target fleet size | 10–50 | 10–500 | 50–5000 | 20–100 |
vs TMS (McLeod, TMW)
- TMS: Dispatches loads, tracks shipment status
- SALLY: Plans routes with HOS compliance, inserts rest/fuel stops, monitors dynamically
vs ELD (Samsara, KeepTruckin)
- ELD: Logs driver hours, enforces compliance reactively
- SALLY: Suggests when/where to rest proactively, builds compliance into the route plan
vs Maps (Google, PC*Miler)
- Maps: Shortest route, assumes infinite drive time
- SALLY: HOS-aware routing, inserts rest/fuel stops, handles dynamic updates
Category-creating, not feature-competing.
Value Proposition
For Dispatchers
- Automated route planning with HOS validation
- Proactive alerts when intervention is needed
- Real-time monitoring of all active routes
For Drivers
- Clear turn-by-turn guidance with rest/fuel stops inserted
- Automatic plan updates as conditions change
- No more manual HOS calculations
ROI
| Metric | Value |
|---|---|
| 1 HOS violation avoided | $1,000–$16,000 fine saved |
| 1 missed appointment avoided | $500 accessorial charge saved |
| 10% fuel savings (optimized stops) | ~$200/month/truck |
| 5% more miles driven (better rest timing) | ~$400/month/truck |
Compliance Strategy
- Conservative defaults — Always err on the side of safety
- Advisory-first — Driver has final say (except mandatory rest)
- Full audit trail — Every decision logged with reasoning
- Rule-based — Transparent logic, no black-box ML (ML comes in Phase 4)
Make auditors bored.