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About Us

  • Two Founders
  • Ops-First

Your Map Makers

Two of us, both operators before consultants. We do the mapping ourselves — the person who audits your systems is the person who designs the fix and the person who is there when it goes live.

Why Supply Chain & Logistics

We picked one industry, and we picked it on purpose.

You didn't get here by buying the wrong software. You got here by buying good software one decision at a time — each piece solving the problem in front of it — until the tools running your operation each held a different version of the truth about the same load. Nothing is broken. Nothing agrees.

What fills that gap is people. Somebody checks the portal against the TMS. Somebody re-types a status into a spreadsheet before nine in the morning. It works, right up to the volume where it doesn't, and then it fails during your busiest week — because that is exactly when the manual reconciling runs out of hours.

We could do this work in any industry, and for years we did: mostly for software companies, inside the same tools you are running now. We chose freight deliberately. It is an industry where this particular problem is unusually expensive and unusually ignored — enormous operational complexity, margins thin enough that a wasted hour shows up, and a software market whose instinct is to sell a broker another subscription rather than make the ones they already own cooperate with each other.

It is also an industry full of good people who know precisely what is broken and have never once had the time to fix it. We want to help — that is why we are here and why we named the firm after the mapping motif. The mapping is the part that gets skipped, and it is often the most important part.

Before you book anything

The short version of whether this works.

We would rather you knew before you booked. Here is the honest shape of it — and if you land somewhere in the middle, that is exactly what the call is for.

A fit

  • You coordinate freight Broker or 3PL, 20+ loads a day
  • One person holds the whole picture And they have become the bottleneck
  • You already own the software Usually HubSpot, a TMS, and/or a WMS that ignore each other
  • Your team will be in the room We build alongside them, not around them

Not a fit

  • You own the trucks Asset utilization is a different problem
  • You want a platform installed Vendor specialists do that better
  • You want ops run for you We hand over; we don't operate
  • It is too early The manual approach still fits you

If you read those two columns and landed somewhere in between — book a chat anyway. We would work it out together in thirty minutes, rather than have you talk yourself out of it from a web page.

Who does the work

Everyone gets the same three phases.

Danielle and Bryan run every engagement. Between us: HubSpot since 2012, thirty-plus certifications, twenty-plus engagements, and full-time at this for more than a decade. Cartographer itself has been the two of us since the start of 2025.

  • Danielle Urban

    Chief Executive Officer

    Danielle is the reason your numbers will mean something. Her depth is in HubSpot analytics and in the operations of the software companies that build tools like it — demand generation, marketing operations, and the technology decisions underneath both. She came to consulting from HP. What that background buys a freight business is somebody who can look at one of your reports and tell you what it is actually measuring, which is rarely what the label on it says.

    Connect with Danielle Urban on LinkedIn

  • Bryan Ossa

    Chief Operating Officer

    Bryan's work is grounded in brokerage operations — the environment where one load exists in four systems at once and somebody reconciles them by hand before nine in the morning. He pairs systems expertise with operational knowledge across marketing, sales and customer success, and he came to consulting from HubSpot itself. He builds repeatable frameworks rather than one-off fixes, which is why what you keep at the end is infrastructure your team runs rather than a document they file. He's also a certified Scrum Master, PMP, and L6S Green Belt.

    Connect with Bryan Ossa on LinkedIn

For specialist work we bring in a small bench of people we have worked with for years, plus a partner firm, sized to what the engagement actually needs. You will always know who is doing what, and the two of us stay accountable for it.

The method, in passing

Everyone gets the same three phases.

Orientation, then Cartography, then Exploration — four to six months, in that order, every time. The detail is on our process.

  1. 01 Today Literally now
  2. 02 Orientation About 4 weeks
  3. 03 Cartography About 14 weeks
  4. 04 Exploration About 6 weeks
  5. 05 The Future 6 months from now

Talk to one of us, not a form.

Thirty minutes with Danielle or Bryan. Tell us where the re-typing happens and we will tell you what we would look at first.

Schedule a Chat
  • You talk to a founder, not a salesperson
  • We map how a load actually moves through your operation today
  • We describe what an Orientation would cover for you specifically
  • We tell you if we are not a good fit, and refer you to someone who could be