BigRoad Award Write Up

2017 North American Electronic
Logging Device (ELD) Solutions
CustomerValue Leadership Award

BEST PRACTICES RESEARCH
© Frost & Sullivan 2017 2 “We Accelerate Growth”
Contents
Background and Company Performance ...................................................................................... 3
Industry Challenges........................................................................................................... 3
Customer Impact and Business Impact ................................................................................ 4
Conclusion........................................................................................................................ 8
Significance of Customer Value Leadership.................................................................................. 9
Understanding Customer Value Leadership.................................................................................. 9
Key Benchmarking Criteria ................................................................................................10
Customer Impact .............................................................................................................10
Business Impact...............................................................................................................10
Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices .....11
The Intersection between 360-Degree Research and Best Practices Awards....................................12
Research Methodology ......................................................................................................12
About Frost & Sullivan .............................................................................................................12

Background and Company Performance
Industry Challenges
In December 2015, electronic logging devices (ELDs) were mandated for use for the
majority of commercial motor vehicle (CMV) drivers in the United States. Since then, a
plethora of solutions have flooded the market aimed at helping owner-operators and fleets
achieve compliance. In an industry already plagued with a rising total cost of ownership
(TCO) and diminishing margins, adding the additional expense of a new device is not easy.
However, ELDs offers a number of benefits including reducing administrative time and
costs associated with log auditing, preventing violations that result in fines, and improving
Compliance, Safety, Accountability (CSA) scores.
The North American trucking industry predominantly features two kinds of truck
operators—the large fleet market and the small- to mid-sized fleet and owner-operator
market. For ELD solution providers, these are two distinct groups of customers even
though they share the common need to achieve regulatory compliance at a minimum
incremental cost. The small- to mid-sized fleet and owner-operator market is the key
segment because it makes up the majority of the ELD market. Small- to mid-sized fleets
(less than 50 trucks) and owner-operators account for more than 35% of the overall ELD
addressable market, whereas ELD penetration in this market was a mere 5% to 6% at the
end of 2016. Thus, this segment is fairly under-penetrated and has immense growth
potential in the coming years. Penetrating this market is not easy though, and key
reasons include:
• Cost—ELD solution prices typically offered in the market are not within the budget
of a typical small-to mid-sized fleet or owner-operator.
• Driver Security—Constant monitoring is considered an invasion of a driver’s
privacy and fundamental rights. Data privacy concerns are also a large issue.
• Purchasing Experience—Crucial factors in satisfying this customer segment
include offering free hardware shipping, an invitation to use free apps, pilot testing,
seamless communication, and online purchasing.
• Hardware and Installation—Reliable and easily installable hardware is a top
priority when purchasing an ELD.
• Post-Sales Support—Dedicated specialists, technicians, trainers, and full-time
employees that can service a customer’s in-field challenges is desired.
Additionally, the two markets have different operational realities and both need to be able
to test services before adopting them.

Customer Impact and Business Impact
Excellence in 4Ps
Ontario-based BigRoad has provided hours-of-service (HOS) compliance solutions to the
North American transportation industry since 2011. In March 2017, BigRoad was acquired
by Fleet Complete, a global IoT provider of mission critical fleet, asset, and mobile
workforce management and telematics solutions. In a cluttered market competing against
larger and older service providers, BigRoad has distinguished itself on the 4 Ps of product,
price, position, and promotion.
Product
BigRoad’s DashLink ELD is a plug-and-play solution. BigRoad has differentiated itself as
one of the few plug-and-play solution providers in the ELD market. This had made
DashLink popular, not just among owner-operators and small fleets, but among cost-
conscious large fleets as well. Drivers use their personal or company-issued mobile
devices (smartphone or tablet) and pair them with the DashLink ELD hardware via
Bluetooth connection. BigRoad’s solution does not require drivers to purchase proprietary
mobile devices so there is no upfront hardware fee for the solution. This is unlike
BigRoad’s competitors that require drivers to purchase expensive and proprietary mobile
devices upfront that pair with their ELD hardware. This makes achieving mandated ELD
compliance a larger financial burden and many drivers/fleets cannot afford this large
upfront capital expenditure, averaging $490. Additionally, with BigRoad there are no
hidden fees and/or extra charges for expanded functionality. Some competitors charge an
additional amount, on top of initial price, for functionality such as International Fuel Tax
Agreement (IFTA) reporting. BigRoad also continues to offer its BigRoad Mobile App
electronic logbook to users for free.
Positioning
In the past year, BigRoad has significantly adjusted its positioning in relation to the
specific needs of various fleet segments. Prior to 2016, BigRoad positioned its products as
a general solution for all commercial motor vehicle (CMV) drivers. Regardless of the
number of drivers, personas, or type of driving being performed, it offered no product
differentiation in terms of offerings, marketing, or training. Through recent market
research, BigRoad has determined that two distinct segments exist within its target
audience and has identified a significant gap in terms of solutions being offered to these
segments. In response to this, BigRoad shifted focus in 2016 and separated its target
audience into two distinct segments: fleets and owner-operators. The company
understood that both segments experience significantly different pain points, have
different technical requirements, and varying timelines for achieving ELD mandate
compliance. By segmenting its audience, BigRoad has tailored its messaging, positioning,
sales cycle, onboarding, training, and support to best meet the unique needs of each
audience. This has enabled BigRoad to better position its product to speak directly to

customer needs, making BigRoad an attractive option for achieving ELD mandate
compliance.
BigRoad is the only ELD provider offering an ELD solution that has made a clear audience
distinction with differentiated messaging, solution selling, and price points. Additionally,
many of its competitors have taken a fleet-focused approach and have left the small to
mid-sized fleets and owner-operator market largely underserved. This has allowed
BigRoad to become the solution of choice for owner-operators and small to mid-sized
fleets, while continuing to support the large fleet market.
Pricing
BigRoad has adjusted its pricing to appeal to its specific audiences. In 2016, it
substantially dropped the price of its DashLink ELD for owner-operators (1-2 truck
operations) from $25.00 per month to $19.50 per month, per unit. This reflects its
commitment to providing affordable compliance for the “little guy” (as it calls its owner-
operator customers), while making it the least expensive solution in the ELD solutions
market.
Additionally, many owner-operators are already using the free BigRoad Mobile App
electronic logbook to track their hours-of-service (HOS). This makes the transition to ELDs
for mandate compliance much more likely because fleet operators are already familiar
with BigRoad’s HOS compliance solution. At $19.50 per month per vehicle (for 1-2 truck
fleets), transitioning to ELD compliance is less of a financial burden for small companies.
Solutions offered by BigRoad’s closest competitors range in price from $20 to over $40 for
per unit, per month and offer no distinction in pricing between owner-operators and fleets.
BigRoad also continues to offer its ELD compliance solution to fleets (3+ trucks) for
$25.00 per month. At this price point, it stays competitively priced in comparison to other
large ELD service providers.
Promotion
On the promotion front, BigRoad is unique in the market with its offers of free use of the
BigRoad Mobile App for drivers, a 30-day free trial of the BigRoad Web App fleet
management tool, and live and recorded product demos. For example, drivers can
download the BigRoad Mobile App and use it for free to track their hours-of-service (HOS).
Fleet managers, on the other hand, are encouraged to start a free 30-day trial of the
BigRoad Web App. Public and personalized demos of the BigRoad solution suite are also
offered weekly, during which the solution’s efficacy in achieving compliance for fleets of all
sizes is demonstrated. This helps customers determine if the BigRoad solution is right for
them before they make a purchase decision.
BigRoad also offers lucrative referral program that anyone can participate in. Referrers
can get a $75 gift card for every driver they refer who purchase a DashLink ELD. New
customers through this program are also awarded a $25 gift card. In addition to free

trials, demos, and referral programs, BigRoad has launched a “Buy now, get 3 months
free” promotion for owner-operators (1-2 truck fleets). When a user purchases a DashLink
ELD on a one-year contract, they get an additional 3 months of service for free. This
makes the monthly cost of ELD compliance $15.60 per unit. As one of the very few ELD
providers that encourages trials and demos, BigRoad offers differentiated products that
are extremely popular among the owner-operator and small to mid-sized fleet segments,
as well as to price conscious fleets.
Another key area that BigRoad differentiates itself from competition is through thought
leadership and industry education. It offers 8 webinars a month to anyone who is
interested, not just BigRoad customers. In these webinars, the company covers product
demonstrations, how to use BigRoad’s solutions, industry topics, ELD compliance, and
more. The company also actively blogs (minimum 8 blogs per month) on industry news,
compliance tips, events, and other areas of interest to keep drivers and fleets up-to-date
on compliance related issues.
Customer Contact Channels and Feedback
At a price point of $19.50 per month for owner-operators and $25.00 per month for fleets,
Frost & Sullivan’s research confirms that BigRoad is one of the most affordable ELD
compliance solutions offered by a reputable provider. Some documented customer
feedback includes:
• “BigRoad has saved us money on fines, out-of-service violations, and fuel. The
roadside inspection risk dashboard has helped my drivers avoid fines and
violations, allowing them to get through inspections quickly and has prepared us
for unexpected audits. Also, the BigRoad Web App has allowed me to perform my
job more efficiently. BigRoad’s ELD solution offers a lot of bang for your buck. I
recommend it to fleets and owner-operators.” - Steven White, Compliance Manager
• “BigRoad has helped Diamond Coach solve the problem of log audit inconsistency.
It has given fleet managers back hours in the work week that were previously
devoted to manual auditing effort. “That is worth every penny.” - Sarah Beth
Imperi, Director of Safety
• “It’s a great program and I’m hooked! The return on investment is amazing! So
how much do I love BigRoad? I’d say the BigRoad Mobile App is all that and a bag
of potato chips.” – Tanya Clevenger, Compliance Coordinator
• “With BigRoad, I don’t have to know every element of DOT compliance anymore.
It’s taken care of for me! That’s a huge comfort! So would I recommend BigRoad?
Absolutely! I would ask them what they’re waiting for.” - Glenn Long, Owner
BigRoad offers a relatively efficient purchasing process to its customers. When ready to
purchase a DashLink, prospects speak with a sales representative who discusses the
prospects specific requirements, and from there will do a customized demonstration. If the

prospective customer is in agreement that the BigRoad solution meets their business
needs, a simple order form is created and sent to the prospect electronically via DocuSign
(an online contract program). The customer digitally signs the contract via a web browser
on a computer or a mobile device and the order is processed. Billing is done on an annual
or monthly basis based on customer preference.
DashLinks and materials are then shipped directly to the customer’s location. To make this
process even more efficient, BigRoad has recently introduced the ability to purchase a
DashLink completely online, cutting out the need to speak with a sales representative.
Customers simply complete a “Buy Now” form and enter their credit card information on
the company website to order their DashLink. Additionally, BigRoad has also listed
DashLink on Amazon to further its online presence and make purchasing more efficient.
This is a unique differentiator, as other large competitors do not currently have the option
to purchase online.
When a new customer is on-boarded, BigRoad gathers feedback on the purchasing process
and other elements. The company’s full-time, in-house, dedicated support team allows
BigRoad to ensure that the on-boarding experience is as easy as possible for the
customer. When issues arise or updates are available, customers are contacted directly.
BigRoad is continuously optimizing client processes to ensure improvement.
The 30-day trial period prior to purchase helps to on-board customers before they’ve even
purchased the solution. A world class customer support system helps the company sustain
customer satisfaction throughout the product usage cycle. Its in-house North American
support team is available 24/7 via phone, email, chat, and social media, and it doesn’t
just limit itself to back office administrators, but offers support to drivers as well. The
team handles a large volume of cases daily and is extremely efficient in doing so. For
instance, during the month of July 2017, BigRoad covered over 1,800 cases—83% of
which were resolved on the first contact and within 24 hours or less. As such, the
customer service team achieved a 90% satisfaction score in 2016.
To better support its customers, BigRoad has also created new teams. In 2017, BigRoad
added a new Customer Success team and an Account Management team. These teams are
responsible for on-boarding new customers, providing personalized training, answering
questions, educating, and managing the transition from the BigRoad Mobile and Web App
to full ELD mandate compliance with DashLink.
Stellar Growth Trajectory
BigRoad has experienced tremendous growth and strong performance over the last year.
The company has over 30,000 fleets using their solutions with over 480,000 downloads of
the BigRoad Mobile App on iTunes and the Google Play Store. A few notable
accomplishments of the company include doubling its revenue growth achievements from
2015/2016, an 89% operating margin in 2016, and doubling the number of in-office staff
by developing its Account Management and Customer Success teams and adding

employees to its Sales, Marketing, Finance, and Engineering teams. BigRoad was also
recognized by Branham300 – a definitive listing of Canada’s top public and private ICT
companies as ranked by revenue. BigRoad was recognized as a Top 250 Canadian ICT
Company, a Top 25 Mover and Shaker, and a Top Growth Company.
Notably, the company was acquired in 2016 by Toronto-based Fleet Complete—a global
leader in mission critical fleet, asset, and mobile workforce tracking and management
solutions. This places BigRoad firmly on the high-growth trajectory of 4x revenue growth
that it envisions for itself.
Conclusion
By December 2017, the Federal Motor Carrier Safety Administration (FMCSA) registry is
expected to be flooded with telematics suppliers and other ELD vendors through self-
certification. However, it is essential for owner-operators and fleets to consider more than
just basic ELD requirements. Because owner-operator and small fleets (less than 50
trucks) occupy more than 35% of the overall ELD addressable market, parameters such as
cost, purchasing experience, customer support, and value-added integration options will
become key value propositions going forward.
With creative product technology, a unique and well planned customer positioning
strategy, and rock-solid customer support, BigRoad has firmly established itself as one of
the finest ELD solution providers in the market - not just for owner-operator and small
fleets, but also for cost-sensitive large fleets. Furthermore, BigRoad’s ELD compliance
platform enables the comprehensive ability to monitor trailer location, capacity and HOS
compliance status. The company believes these combined features will play a major role in
ushering in new and insightful freight efficiency enhancement models.
If customer feedback is anything to go by, and we at Frost & Sullivan firmly believe it is
almost everything, BigRoad’s DashLink is one of the most sought after solutions for
owner-operators and fleets looking to comply with the ELD mandate. The company is
already experiencing 100% growth year-over-year and with its acquisition by Fleet
Complete, it is firmly set to grab market share to become a top 3 vendor in the ELD
solutions market.
With its strong overall performance, BigRoad is recognized with Frost & Sullivan’s 2017
Customer Value Leadership Award.

Significance of Customer Value Leadership
Ultimately, growth in any organization depends upon customers purchasing from a
company and then making the decision to return time and again. Delighting customers is,
therefore, the cornerstone of any successful growth strategy. To achieve these dual goals
(growth and customer delight), an organization must be best-in-class in three key areas:
understanding demand, nurturing the brand, and differentiating from the competition.
Understanding Customer Value Leadership
Customer Value Leadership is defined and measured by two macro-level categories:
Customer Impact and Business Impact. These two sides work together to make customers
feel valued and confident in their products’ quality and long shelf life. This dual
satisfaction translates into repeat purchases and a high lifetime of customer value.

Key Benchmarking Criteria
For the Customer Value Leadership Award, Frost & Sullivan analysts independently
evaluated two key factors—Customer Impact and Business Impact—according to the
criteria identified below.
Customer Impact
Criterion 1: Price/Performance Value
Requirement: Products or services offer the best value for the price, compared to similar
offerings in the market.
Criterion 2: Customer Purchase Experience
Requirement: Customers feel they are buying the most optimal solution that addresses
both their unique needs and their unique constraints.
Criterion 3: Customer Ownership Experience
Requirement: Customers are proud to own the company’s product or service and have a
positive experience throughout the life of the product or service.
Criterion 4: Customer Service Experience
Requirement: Customer service is accessible, fast, stress-free, and of high quality.
Criterion 5: Brand Equity
Requirement: Customers have a positive view of the brand and exhibit high brand loyalty.
Business Impact
Criterion 1: Financial Performance
Requirement: Overall financial performance is strong in terms of revenues, revenue
growth, operating margin, and other key financial metrics.
Criterion 2: Customer Acquisition
Requirement: Customer-facing processes support the efficient and consistent acquisition
of new customers, even as it enhances retention of current customers.
Criterion 3: Operational Efficiency
Requirement: Staff is able to perform assigned tasks productively, quickly, and to a high
quality standard.
Criterion 4: Growth Potential
Requirements: Customer focus strengthens brand, reinforces customer loyalty, and
enhances growth potential.
Criterion 5: Human Capital
Requirement: Company culture is characterized by a strong commitment to quality and
customers, which in turn enhances employee morale and retention.

Best Practices Recognition: 10 Steps to Researching,
Identifying, and Recognizing Best Practices
Frost & Sullivan analysts follow a 10-step process to evaluate Award candidates and
assess their fit with select best practice criteria. The reputation and integrity of the
Awards are based on close adherence to this process.
STEP OBJECTIVE KEY ACTIVITIES OUTPUT
1
Monitor,
target, and
screen
Identify Award recipient
candidates from around the
globe
• Conduct in-depth industry
research
• Identify emerging sectors
• Scan multiple geographies
Pipeline of candidates who
potentially meet all best-
practice criteria
2
Perform
360-degree
research
Perform comprehensive,
360-degree research on all
candidates in the pipeline
• Interview thought leaders
and industry practitioners
• Assess candidates’ fit with
best-practice criteria
• Rank all candidates
Matrix positioning of all
candidates’ performance
relative to one another
3
Invite
thought
leadership in
best
practices
Perform in-depth
examination of all candidates
• Confirm best-practice criteria
• Examine eligibility of all
candidates
• Identify any information gaps
Detailed profiles of all
ranked candidates
4
Initiate
research
director
review
Conduct an unbiased
evaluation of all candidate
profiles
• Brainstorm ranking options
• Invite multiple perspectives
on candidates’ performance
• Update candidate profiles
Final prioritization of all
eligible candidates and
companion best-practice
positioning paper
5
Assemble
panel of
industry
experts
Present findings to an expert
panel of industry thought
leaders
• Share findings
• Strengthen cases for
candidate eligibility
• Prioritize candidates
Refined list of prioritized
Award candidates
6
Conduct
global
industry
review
Build consensus on Award
candidates’ eligibility
• Hold global team meeting to
review all candidates
• Pressure-test fit with criteria
• Confirm inclusion of all
eligible candidates
Final list of eligible Award
candidates, representing
success stories worldwide
7
Perform
quality check
Develop official Award
consideration materials
• Perform final performance
benchmarking activities
• Write nominations
• Perform quality review
High-quality, accurate, and
creative presentation of
nominees’ successes
8
Reconnect
with panel of
industry
experts
Finalize the selection of the
best-practice Award recipient
• Review analysis with panel
• Build consensus
• Select recipient
Decision on which company
performs best against all
best-practice criteria
9
Communicate
recognition
Inform Award recipient of
Award recognition
• Present Award to the CEO
• Inspire the organization for
continued success
• Celebrate the recipient’s
performance
Announcement of Award
and plan for how recipient
can use the Award to
enhance the brand
10
Take
strategic
action
Upon licensing, company is
able to share Award news
with stakeholders and
customers
• Coordinate media outreach
• Design a marketing plan
• Assess Award’s role in future
strategic planning
Widespread awareness of
recipient’s Award status
among investors, media
personnel, and employees

The Intersection between 360-Degree Research and Best
Practices Awards
Research Methodology
Frost & Sullivan’s 360-degree research
methodology represents the analytical
rigor of our research process. It offers a
360-degree-view of industry challenges,
trends, and issues by integrating all 7 of
Frost & Sullivan's research methodologies.
Too often companies make important
growth decisions based on a narrow
understanding of their environment,
leading to errors of both omission and
commission. Successful growth strategies
are founded on a thorough understanding
of market, technical, economic, financial,
customer, best practices, and
demographic analyses. The integration of
these research disciplines into the 360-
degree research methodology provides an
evaluation platform for benchmarking
industry participants and for identifying those performing at best-in-class levels.
About Frost & Sullivan
Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth
and achieve best-in-class positions in growth, innovation and leadership. The company's
Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined
research and best practice models to drive the generation, evaluation and implementation
of powerful growth strategies. Frost & Sullivan leverages more than 50 years of
experience in partnering with Global 1000 companies, emerging businesses, and the
investment community from 45 offices on six continents. To join our Growth Partnership,
please visit http://www.frost.com.
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