I have over 20 years experience in this industry. Dating back to when the most common method of communication was FAX and everyone was just getting used to email and sending documents in an attachment.
Over the period of decades I have witnessed many disruptive companies emerging out of nowhere. Some were successful others don’t. However there was a common trend, as given the nature of our industry we have a very limited tricks up our sleeves to grab the market share.
First and foremost is pricing. Especially for SME importers and exporters. They all sold at cost or below to grab these SME, and build up clientele. Large sized clients differ in their demand of services, so they gradually come along as you build up your brand in the market. Pricing is a priority for them but not the topmost.
Once they had acquired sufficient market share or enough to afford the increase in their pricing, they made appropriate changes to their offerings.
Nothing I have said, is unfamiliar with anyone who has been in this industry for a couple of years. It’s a common tactic followed by every company who wanted to grab a large market share in a relatively shorter period of time. It’s been true since Adam and almost in every industry. Amazon, Uber you name it