Built because smaller businesses deserve better tools.
Sentinel Pricing gives small and mid-sized businesses the same competitive pricing intelligence that large companies already have — at a price that actually makes sense.
Where this came from
Most small and mid-sized businesses are pricing on instinct. Some can't even maintain consistent pricing — they fall back to “call for quote” because the market moves faster than they can track. Meanwhile, their larger competitors have entire teams dedicated to this problem.
I went looking for tools that could help. What I found was either enterprise software with six-figure price tags and months of onboarding, or cheap alternatives that surfaced bad data and weren't actually useful. There was a clear gap: no one was building real pricing intelligence for the businesses that needed it most.
I had experience with web scraping, data collection, and running small business operations — enough to know the problem was solvable without the enterprise overhead. So I started building.
I don't come from industrial distribution. I came at this as an outsider who saw a problem worth solving and had the technical tools to take a real shot at it.
Where we are
The Problem Clicked
Saw that small and mid-sized distributors had no real competitive pricing visibility. Researched existing tools — either enterprise platforms priced for Fortune 500 budgets or cheap products that weren't useful. Found a gap worth building into.
Building It
Active development. MPN normalization pipeline, AI-assisted scraper configuration, multi-tenant architecture, and the core competitive intelligence layer. Early access testing underway.
Leveling the Field
Repricing recommendations, ERP integrations, MAP monitoring — and eventually, giving any business the same pricing intelligence the largest players take for granted.
The Problem
Large companies have entire teams dedicated to competitive pricing. Smaller businesses have instinct and a spreadsheet. That imbalance is what Sentinel Pricing exists to correct.
What this is built on
Three principles guided every decision in building Sentinel Pricing.
Fairly Priced
Existing tools are either overengineered and overpriced, or cheap and ineffective. Fair pricing isn't a marketing line — it's the reason this company exists.
Actually Actionable
"You're 12% above market" is an interesting stat. "This specific SKU is priced 6% above your closest competitor's equivalent" is something you can act on today. That's the difference.
Built for the Underdog
Large companies already have tools like this. Small and mid-sized businesses are flying blind while their bigger competitors aren't. That gap doesn't have to exist.
Who's building this
Ayden Lolmaugh
Founder
I didn't come from industrial distribution — I came at this problem from the outside, with a background in web scraping, data collection, and small business operations. I saw an industry where the smaller players were being outpriced not because their products were worse, but because they didn't have access to the same information. That's a fixable problem.
Sentinel Pricing is lean by design. That means it moves fast, stays focused, and gets shaped directly by the people using it. If you have feedback, ideas, or just want to talk through what competitive pricing looks like for your business — I want to hear it.
Early access is open.
The core intelligence layer is live. If you want to be among the first to use it — or just want to follow along — reach out.