The Vision and the Void: Launching a Global Logistics Marketplace (When All Your Data Is Gone)

Every great product starts with solving a problem worth tackling. And when Timileyin Ajuwon approached me with the idea for Sendmeglobal , a marketplace designed to disrupt last-mile logistics in Africa and Europe, I was both thrilled and terrified. On the one hand, we were addressing a massive pain point in logistics. On the other hand, we were trying to launch in Six markets across two continents in one year—a herculean task that felt like a logistical nightmare in itself.

Here’s what we were facing:

• We weren’t starting from scratch. An MVP existed validating the European Market.
• The previous team had validated the idea and launched it—but here’s the kicker:
• All the qualitative and quantitative research data was lost.

Now, if you've ever worked in product management, you know the importance of customer data. It’s the compass guiding your decisions. So, what do you do when your compass is broken, and you're navigating one of the most competitive markets with a product already in motion?

That’s where things get interesting.

Lesson 1: When in Doubt, Go Back to Research

Losing all the customer data felt like a gut punch. But instead of panicking, we had to get scrappy. Here’s what we did:

1. Understand how the customers in different markets currently solve the problem. We asked basic but crucial questions:- How do they currently handle logistics? What solutions are working for them? What’s not?
2. Compare those solutions to ours. We needed to know if we could do better or if we were just another option on the shelf.
3. Identify the key concerns. Customers had issues with security in some markets, delivery time, cost, and mode of payment. These insights became the foundation for how we’d improve our product.

Key takeaway: Even when you lose your data, never skip the fundamentals. Customer research is your way back to clarity.

Lesson 2: The "Chicken and Egg" Problem in Marketplaces

As we dug into the research, we stumbled upon a classic marketplace challenge—the Chicken and Egg dilemma. We had two customer segments:

• Shippers looking for reliable partners to move packages.
• Transporters seeking shipments to keep their trucks full.

In theory, they could solve each other's problems. But it’s not that simple. There’s an inherent tension in aligning the needs of both parties while ensuring everyone’s interests are protected.

In Nigeria, for example, one of the biggest concerns was security—how do we prevent unauthorized access to packages in transit? In Europe, the challenge shifted to data privacy and navigating different regulations across markets. Each region had unique hurdles, which meant we couldn’t adopt a one-size-fits-all approach.

Key takeaway: A successful marketplace isn’t just about matching supply and demand. It’s about building the right infrastructure to address the unique concerns of each customer segment.

Lesson 3: Partner Procurement—The Unsung Hero of Product Success

Here’s something not often talked about in product management: partner procurement. We realized early on that our marketplace wouldn’t stand a chance without integrating key partners, especially for API connections. Aggregating logistics services required us to bring in trusted transporters and data providers to power the platform.

But onboarding these partners wasn’t as straightforward as it seemed. Each one had different data requirements, security protocols, and expectations. The process of aligning these partners to our platform felt like untangling a mess of wires—every time we thought we had one connected, another issue popped up.

Key takeaway: Your partners are as crucial to your product as your users. Invest time in understanding their needs and make sure your product fits seamlessly into their workflows.

Looking Ahead: The Opportunities for Digital Transformation

What’s next? We’ve just scratched the surface. In the next post, I’ll dive into the unmet needs we found in the market and the opportunities for digital transformation that most existing solutions miss. I’ll also highlight how we’re closing the gap between current offerings and our vision for Sendme Global.

Stay tuned, because we’re only getting started.

Final Thoughts

If you ever find yourself launching a product in multiple markets without any customer data, remember: it’s not a death sentence—it’s an opportunity to re-examine your assumptions and rebuild stronger. And while it may feel like navigating uncharted waters, with a little research and a lot of persistence, you can turn the ship around.