Setting rates as a niche courier: case study chilled care logistics

You’re starting a courier service in a specialized market. How do you set your rates without pricing yourself out of the market – or worse, without turning a profit?

We recently received an inquiry from a start-up entrepreneur with 15 years of experience in healthcare logistics. He focuses on refrigerated transport of medication and medical devices in a sparsely populated region. Low volumes, high demands. A classic niche dilemma.

Specialist, not a price fighter

The most important lesson: position yourself as a specialist. On our platform, we regularly see carriers competing on price. They win contracts, but do not build a sustainable business. In niche markets you are in for added value:

• Reliability and availability
• Specific features such as, in this example, temperature assurance and GDP compliance
• Sector knowledge and network

That justifies a higher price, and clients in healthcare expect it.

Sample rate model refrigerated transport

Prices excl. VAT. Non-cooled: -15% on kilometer price.

Don’t forget the additional costs

• Toll fees – Count by: Westerschelde Tunnel €6 (with OBU), Liefkenshoek Tunnel €17
• Waiting time – €40/hour after first 15 minutes
• Temperature reporting – €10 per shipment (often required with pharmaceuticals)
• Evening/weekend – +40% surcharge

Calculation example

Dedicated ride of 45 km with refrigerated transport and tunnel passage: €40 (base) + €79 (45 × €1.75) + €17 (tunnel) = €136 excluding VAT

Tips for starters

1. Start with these rates and evaluate after 3 months – Adjust based on actual costs and market response
2. Work GDP-compliant when transporting pharmaceuticals – This is often a hard requirement and justifies your extra price
3. Document everything – Temperature logs, delivery times, discrepancies. Professionalism sells

Learn more in our tips for transportation entrepreneurs.

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