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What Uber’s IPO Reveals About Uber Freight’s Marketplace Opportunity Is Highly Misleading

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On April 11th, Uber released their IPO prospectus. Uber Freight has gotten extensive attention in the logistics industry. The S-1 document reveals much more about Uber Freight than had previously been known. And what the company says about their opportunities in freight logistics is, at times, extremely misleading.

Here is what Uber says about the market opportunity: “According to the American Trucking Associations, businesses spent $700 billion on trucking in the United States in 2017, a total that we believe represents the SAM (serviceable addressable market), for our Uber Freight offering. Uber Freight currently addresses the brokerage portion of the United States market, which Armstrong & Associates estimates was $72 billion in 2017.”

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