ITTOOLKIT [ IN PRACTICE ]
AI-Driven Planning Connects StarTech.com to Supply Chain Clarity
StarTech.com, which offers hardware that helps information technology professionals solve connectivity and business challenges, has grown during all but two of the 40 years it has been in business. “We’re optimistic about the future,” says Ted Wenger, the company’s vice president, operations.
THE CUSTOMER Founded in 1985, StarTech.com manufactures a broad portfolio of connectivity accessories—docking stations, display adapters, video and audio cables, network products, ergonomic furniture, and mounts— for IT professionals. The company maintains operations in 26 markets worldwide across five continents. THE PROVIDER John Galt Solutions provides supply chain planning software to help businesses optimize demand forecasting, inventory management, and production planning. The company serves a diverse range of industries, from manufacturing to retail and consumer goods.
As StarTech.com has grown, so has the size and complexity of its global supply chain. The company turned to the Atlas Planning Platform, a cloud-based solution from John Galt Solutions, to help drive the digital transformation of its supply chain, enabling the company to provide effective support to its expanding operations around the globe. The company’s tagline, “Hard to Find Made Easy” sums up the mission of StarTech.com, Wenger says. He and his colleagues try to strategically procure and deploy products so clients can readily access them and, in turn, meet their customers’ needs. MADE FOR IT Among the 3,500 to 4,000 stockkeeping units (SKUs) that StarTech.com offers are docking stations, display adapters, video and audio cables, ergonomic furniture, and mounts. “We are designed for the IT pro,” Wenger says. StarTech.com rigorously designs and tests its products to ensure they perform to the speci cations most IT professionals require, he adds. From its headquarters in London,
Ontario, Canada, StarTech.com currently offers its products through 55 partner warehouses across 26 countries. Because the mix of items held at each warehouse can vary, the range of SKU combinations across its network of warehouses currently tops 70,000, says Mark McQuade, director of supply chain. SMALL BUT CRITICAL PRODUCTS In each market, StarTech strives to ensure it has the products customers need, in the quantities they need, when they’re needed. Its products often are a small but critical part of larger technology solutions. For example, an IT manager at a mid- size company may be deploying a new server solution to thousands of employees. Most likely, they will focus on the larger equipment investments and spend less time thinking about docks or cables. “We always envision that person waking up in a cold sweat saying, ‘Oh no, I forgot to order cables,” McQuade says. At this point, timely delivery of the cables is critical, to both the IT manager and StarTech.com, which may lose the sale if it can’t promise that delivery.
by: Karen Kroll
April 2025 • Inbound Logistics 69
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