My Little Salesman Inc

What My Little Salesman Inc does

My Little Salesman, Inc. is a privately held US company founded in 1958 in Oregon and now headquartered in Austin, Texas. It operates a two-sided online marketplace, MyLittleSalesman.com, that connects buyers and sellers of heavy equipment, commercial trucks, trailers, construction equipment, logging equipment, farm equipment, and heavy-duty parts across the United States and Canada. The platform hosts 585,000+ active listings from 1,000+ dealers and owner-operators and pairs the digital marketplace with monthly print publications — the Heavy Equipment Catalog and Truck & Trailer Catalog — distributed to industry buyers.

The core technology is a domain-specialized listing and search platform with filters engineered for heavy equipment specifications (engine make, horsepower, transmission type, rear ratio, sleeper size, cab style, odometer, hours, condition, model year). The site launched as a mobile-responsive marketplace in 2014 and supports direct seller-to-buyer contact without mandatory account creation or lead-form intermediaries. A suite of adjacent dealer SaaS products — Dealer Management System (DMS), Inventory Management, CRM, Lead Management, Invoicing & Sales Management, and Dealership Websites — extends the platform into dealership back-office workflows.

My Little Salesman generates revenue through a mix of streams: individual online listings priced at $44.95 per month with discounts for multi-month terms, bulk Inventory Mover packages for dealers with 15+ items, print and online banner advertising, Facebook marketing services, a B2B wholesale marketplace for registered dealers, and recurring SaaS subscriptions for dealer software. The go-to-market is largely self-serve for individual sellers and a direct sales motion for enterprise dealer SaaS contracts. No external funding, M&A activity, or revenue figures have been disclosed.

Name

My Little Salesman Inc

Legal name

My Little Salesman, Inc.

Website

https://mylittlesalesman.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

My Little Salesman, Inc. operates an online marketplace plus dealer SaaS suite for buying and selling heavy equipment, commercial trucks, and trailers across the US and Canada, serving independent dealers, owner-operators, and fleet buyers since 1958.

Ownership category

akta.pro rank

Product category

Heavy Equipment Online Marketplace

NAICS

Machinery, Equipment, and Supplies Merchant Wholesalers (4238), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Merchant Wholesalers, Durable Goods (423)

SIC

Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Wholesale-Motor Vehicle Supplies & New Parts (5013), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

General Merchandise Online Retailers (CRAFADAA)

Keywords

• Heavy equipment marketplace
• Commercial truck listings
• Dealer management software
• Online equipment classifieds
• Construction equipment sales

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Individual Online Listings: Sellers pay $44.95 for a 1-month listing with unlimited photos. Discounted rates available for multi-month terms and dealers with 15+ items.
2. Inventory Mover Package: Bulk listing solution for dealers, manufacturers, and auctioneers with 15+ items. Higher volume listing package.
3. Print Advertising: Print magazine advertising in Heavy Equipment Catalog and Truck & Trailer Catalog published monthly.
4. Online Banner Advertising: Targeted advertising reaching buyers as they browse listings within a category or specific manufacturer.
5. Facebook Marketing: Social media marketing campaigns with targeted audiences to drive traffic and boost sales.
6. Wholesale Marketplace: B2B marketplace for registered dealers to buy and sell inventory at wholesale prices.
7. SaaS Services for Dealers: Dealer Management System (DMS), Inventory Management Software, CRM, Lead Management, Invoicing & Sales Management, and Dealer Websites offered as software subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

My Little Salesman Inc operates MyLittleSalesman.com, an online marketplace connecting buyers and sellers of heavy equipment, commercial trucks, trailers, construction equipment, farm equipment, and parts across the US and Canada, hosting 585,000+ listings from 1,000+ dealers. The company also offers a suite of dealer-facing SaaS tools (DMS, CRM, inventory management, lead management, invoicing, and dealer websites), bulk listing packages, print advertising in monthly Heavy Equipment Catalog and Truck & Trailer Catalog, and a wholesale marketplace for registered dealers.

Product overview

My Little Salesman Inc operates a multi-product platform serving the heavy equipment industry since 1958. The core offering is the MyLittleSalesman.com marketplace, an online platform connecting buyers and sellers of commercial trucks, trailers, construction equipment, farm equipment, logging equipment, lifting equipment, aggregate and mining equipment, and heavy-duty parts across the US and Canada. The company provides a suite of dealer-focused software products including Dealer Management System (DMS), Inventory Management, CRM, Lead Management, Invoicing & Sales Management, and Dealership Websites. For sellers, it offers listing packages (Individual listings and Inventory Mover Package for bulk listings), plus marketing services including Facebook Marketing, Print Advertising, and Online Banner Advertising. The platform also includes buyer tools such as Saved Listings, Saved Searches, Price Alerts, and a Compare feature. The company continues to publish its print publications including the monthly My Little Salesman Magazine alongside its digital operations.

Differentiator

Problem solved

Functional benefit

Products and services

• MyLittleSalesman.com Marketplace Online marketplace connecting buyers and sellers of heavy equipment, commercial trucks, trailers, and parts across the US and Canada, featuring 585,000+ listings from 1,000+ dealers with specialized filters for engine make, horsepower, transmission, rear ratio, sleeper size, and other equipment-specific specifications.
• Dealer Management System (DMS) Suite of dealership management tools designed to maximize dealership operations for heavy equipment, truck, and trailer dealers.
• Inventory Management Software Cloud-based inventory management with export feeds accessible from anywhere, allowing efficient import, export, and reporting for dealer inventory.
• Customer Relationship Management (CRM) Contacts, vendors, and correspondence management integrated with inventory, providing a central location for dealer customer relationships.
• Lead Management Software Dashboard that intelligently connects inventory, contacts, and leads from all marketing channels to build a sales pipeline for dealers.
• Invoicing & Sales Management Turns leads into deals with auto-populated quotes, invoices, and custom contract forms for dealers.
• Dealership Websites User-friendly, mobile-responsive, search-engine optimized websites for commercial truck, trailer, heavy equipment, and parts dealers.
• Place an Online Listing Individual listing solution for individuals or dealers with 15 items or less, priced at $44.95 for a 1-month listing with unlimited photos.
• Inventory Mover Package Bulk inventory selling solution for dealers, manufacturers, and auctioneers with 15+ items, with no contract or commitments.
• Wholesale Marketplace Platform for registered dealers to buy and sell inventory amongst other dealers at wholesale prices.
• Online Banner Advertising Banner advertising reaching buyers in specific markets as they browse listings within a category or manufacturer.
• Print Advertising Industry-trusted print advertising delivered monthly through Heavy Equipment Catalog and Truck & Trailer Catalog publications.
• Facebook Marketing Social media marketing campaigns with pinpointed audiences that drive traffic and boost sales for dealer inventory.
• My Little Salesman Magazine Monthly print publication (also available as digital edition) featuring heavy equipment, trucks, and trailers listings, branded as the original MLS catalog since 1958.
• Financing Services Equipment financing and loan services offered through partnership with Lenco Financial Services for purchasing heavy equipment listed on the marketplace.

Quantifiable outcome

• 585,000+ active listings
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• GovDeals: Government-surplus and commercial equipment liquidation marketplace. Partial overlap with MLS for fleet managers and owner-operators disposing of used equipment, but with a narrower (government/surplus) supply source.

Direct peers

• Commercial Truck Trader: Sandhills-owned marketplace focused specifically on commercial trucks, a category where MLS also lists. Directly competes for truck dealer listings and buyer traffic in the same segment.
• AuctionTime: Online heavy-equipment and truck auction platform covering many of the same equipment categories as MLS. Competitor for time-sensitive dealer inventory liquidation flows that MLS Wholesale Marketplace also targets.
• Sandhills Publishing (Equipment Trader, Machinery Trader, TractorHouse): Sandhills operates Equipment Trader, Machinery Trader, TractorHouse, and Commercial Truck Trader — the closest direct competitors to MLS, with overlapping heavy-equipment/truck/trailer listings, print + digital catalogs, and dealer SaaS. Highly comparable in product mix and customer base.
• TractorHouse: Sandhills-owned farm and construction equipment classifieds platform that directly competes with MLS's farm equipment and construction equipment categories. Highly comparable in vertical scope and dealer customer base.
• CDK Global (DealerCenter): Specialized dealer management software for powersports, RV, and trailer dealers — directly competes with MLS's DMS/CRM/Inventory suite. Comparable SaaS offering to the same dealership buyer personas.

Broad incumbents

• Facebook Marketplace: Free, high-traffic generalist marketplace used by some owner-operators to list trucks and equipment. While not specialized, its zero-cost listing model creates a low-end competitive alternative to MLS's paid individual listings.
• eBay Motors: Massive generalist marketplace that captures some owner-operator and light commercial truck traffic that might otherwise go to MLS. Not specialized in heavy equipment but provides competitive listing economics and reach for entry-level sellers.
• Craigslist (heavy equipment / trucks + trailers sections): Long-standing classifieds incumbent with active heavy equipment and commercial truck sections. Competes on price (free listings) for budget-conscious owner-operators that MLS targets through its $44.95 listing tier.
• RB Global (Ritchie Bros. Auctioneers / IronPlanet): RB Global owns Ritchie Bros. and IronPlanet, the dominant online equipment auction platforms. Overlaps with MLS in heavy-equipment listing and discovery, but is much larger, public, and auction-led rather than classifieds-led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mylittlesalesman
• Xx.com/mylittlsalesman

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about My Little Salesman Inc