# Overview & Strategy

Plock product vision, Swedish WMS market, competitive position, pricing model

# Product Overview

# Product Overview

## What is Plock?

Plock is an **AI-native cloud Warehouse Management System (WMS)** built from the ground up for Swedish SMBs. Unlike traditional WMS products that bolt AI on as an afterthought, Plock treats machine learning and natural language interfaces as fundamental product primitives.

**Tagline:** *Smartare lagerhantering.* (Smarter warehouse management.)

A warehouse manager should be able to ask how many units of SKU-1234 do we have in Swedish and get a real answer with context, trends, and a reorder recommendation in under 3 seconds. No training required. No Excel. No consultants.

---

## Brand

| Element | Value |
|---------|-------|
| Primary colour | #1B4D3E — Deep Forest Green |
| Secondary colour | #2E7D5B — Medium Green |
| Accent colour | #F5A623 — Warm Amber (action, alerts) |
| Surface | #F7FAF8 — Light Mint |
| Text Dark | #1A2B23 |
| Heading font | Inter |
| Body font | Inter |
| Mono font | JetBrains Mono |
| Icons | Lucide React |
| Grid | 8px spacing system |

**Domain:** plock.se / plock.ai (TBD — availability check pending)

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## Target Market

### Primary — Swedish E-Commerce Companies

- **Size:** 1-25 warehouse workers
- **Order volume:** 500-10,000 orders/month
- **Accounting:** Fortnox (primary), Visma (secondary)
- **Pain:** Outgrown Fortnox Lager, cannot afford Ongoing WMS
- **Key jobs:** Receive goods, store by bin location, pick orders, pack, ship

### Secondary — Small 3PLs in Sweden

- **Size:** 1-15 warehouse workers, 2-15 clients
- **Pain:** Need client isolation, per-client billing, multi-tenant inventory

### Tertiary — Swedish Wholesalers and Distributors

- **Size:** 5-25 warehouse workers
- **Pain:** High SKU count, complex inbound (POs), reorder management

---

## Market Context

| Metric | Value |
|--------|-------|
| Global WMS market (2025) | 4.57 billion USD |
| Global WMS market (2030) | 10.04 billion USD |
| CAGR | 17.1% |
| Swedish e-commerce companies | 18,428 |
| Fortnox customers | 598,000+ |
| Swedish e-commerce market | 14.8B USD (2025), +5.7% annually |
| Nordic 3PL market | 7.22B USD (2024) to 9.34B USD (2030) |

**Geographic rollout:** Sweden first then Nordic expansion (NO, DK, FI)

# Pricing Model

# Pricing Model

## Plans

| Plan | SEK/month | Users | Target Segment |
|------|-----------|-------|----------------|
| **Starter** | 1,490 | Up to 3 | Micro e-commerce, first WMS |
| **Growth** | 2,990 | Up to 10 | Growing SMB, small 3PL |
| **Pro** | 4,990 | Up to 25 | Medium warehouse |
| **Enterprise** | Custom | 25+ | Large operations, custom SLAs |

---

## Competitive Positioning

Plock occupies the uncontested gap between basic inventory tools and enterprise WMS:

| Competitor | Price | Verdict |
|------------|-------|---------|
| Excel / Google Sheets | Free | Unscalable, no real-time |
| Fortnox Lager | 369 SEK/mj | Not a real WMS — no scanner workflow, no pick routing, no carrier labels |
| **Plock** | **1,490-4,990 SEK/mj** | **AI-native, full WMS, affordable** |
| Bitlog WMS | ~5,000-7,000 SEK/mj | Legacy tech, poor support |
| Ongoing WMS | 5,700+ SEK/mj | Enterprise pricing, 3-month cancellation clause, zero AI |

**No credible Swedish WMS exists at SEK 1,500-4,000/month with AI features. Plock owns that space.**

---

## ROI Justification

| Cost Item | Value |
|-----------|-------|
| Average warehouse worker cost | 44,000 SEK/month (incl. 31.4% employer contributions) |
| Picking time wasted on travel | 30-70% of warehouse time |
| Smart Picking savings (conservative 20% efficiency gain) | 8,800 SEK/month per worker |
| Cost per mispick remediation | ~250 SEK |
| Plock Growth plan | 2,990 SEK/month |
| **ROI breakeven** | **Less than 1 prevented mispick per day** |

---

## SAM/SOM Projections

| Scenario | Market Share | Customers | ARR (SEK) |
|----------|-------------|-----------|-----------|
| Conservative (0.5% of 18K e-com) | 0.5% | 90 | ~3.2M |
| Base (2% of 18K e-com) | 2% | 360 | ~13M |
| Optimistic (5% of 18K e-com) | 5% | 900 | ~32M |

Nordic expansion (NO, DK, FI) represents 3-4x the Swedish market.

# Pipeline Status

# Pipeline Status

## Gate Tracker (8-Gate Product Pipeline)

| Gate | Name | Status | Notes |
|------|------|--------|-------|
| **1** | Market Research | PASS | Swedish SMB WMS gap confirmed |
| **2** | Competitive Analysis | PASS | Fortnox Lager vs Ongoing WMS gap validated |
| **3** | Tech Stack Decision | PASS | CEO approved 2026-03-03: Kotlin + Micro-Frontend |
| **4** | Product Requirements | IN PROGRESS | PRD v1.0 drafted — awaiting CEO sign-off |
| **5** | Database Schema | IN PROGRESS | Postgres 16 + Exposed ORM schema design in progress |
| **6** | UI/UX Design | PENDING | Requires frontend-design skill — ZAKON #3 |
| **7** | Regulatory Compliance | PASS | Swedish moms, Intrastat, customs, GDPR reviewed |
| **8** | CEO Approval | PENDING | Final GO before build begins — ZAKON #2 |

---

## Current Focus (Gates 4 and 5)

### Gate 4 — Product Requirements
- PRD v1.0 complete: vision, personas, features, user stories, acceptance criteria, roadmap
- BookStack documentation created (2026-03-04 session)
- **Blocker:** CEO approval required before build (ZAKON #2)

### Gate 5 — Database Schema
- Tech stack confirmed: PostgreSQL 16 + Kotlin Exposed ORM
- Schema design for: organizations, warehouses, products, inventory, orders, picking, carriers
- Multi-tenancy model: row-level isolation by organization_id
- **Status:** Schema draft in progress

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## Next Steps

1. CEO reviews PRD — approve or iterate (Gate 4)
2. Finalise database schema (Gate 5)
3. Invoke frontend-design skill for UI wireframes (Gate 6)
4. CEO gives final GO (Gate 8) — build begins with hop-build

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## Rules Active on This Project

| Rule | Description |
|------|-------------|
| ZAKON #2 | Build requires explicit CEO approval — no solo GO |
| ZAKON #3 | Never create visuals without frontend-design skill |
| ZAKON #5 | Every implementation task uses hop-build |
| ZAKON #9 | Validator review mandatory after every build task |
| ZAKON #14 | 19-point quality gate before any deployment |