Analysts warn that the company has to broaden its focus. "Nistevo must build capabilities around adding more value-added services such as opttimization tools, enhanced workflow management, alerts and analytics, dynamic pricing capabilities, multimodal capabilities and international offerings," says Ting Piper, an analyst at IDC.
But then again, domestic trucking services represent 80% of the transportation market, says Gonzalez, and "there's a danger sometimes with young companies trying to do it all at once and failing."
Nistevo will slowly "move up the supply chain," says Kevin Lynch, the firm's founder, president and CEO. "Our plan is to dominate [domestic trucking] and move to European trucks and move up the order cycle."
And thanks to its deal with General Mills, Nistevo has appeared "on a lot of people's radar screens," says Fontanella. "Nistevo pioneered the concept of time-forward transportation management using an exchange marketplace, and the General Mills win confirms the concept."