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