Comprehensive Solutions Fraza offers a wide range of material handling services and products, including new and used equipment, parts, batteries, chargers, and operator training, making it a one-stop-shop for warehouse management needs. This suggests opportunities to upsell or bundle services to existing clients seeking integrated solutions.

Regional Expansion The launch of Vitan Equipment and recent hiring of senior operational executives indicate a strategic focus on expanding regional coverage in Michigan. This expansion can facilitate targeting local businesses looking for reliable material handling suppliers with comprehensive service offerings.

Industry Focus With a specialized focus on industrial and warehouse equipment, Fraza is positioned to target companies within the manufacturing and logistics sectors in Michigan that require ongoing equipment maintenance, parts, and operational support, opening avenues for recurring revenue streams.

Tech-Driven Approach The adoption of advanced tech stack including Salesforce, Microsoft Azure, and Google Ads indicates a modern, data-driven sales approach and digital marketing strategy, which can be leveraged to identify and nurture leads within regional industrial and commercial sectors.

Mid-Market Potential With revenue between $50 million and $100 million and a mid-sized employee base, Fraza can target local mid-market companies that need flexible, scalable material handling solutions, providing tailored services that larger firms might not prioritize.