ProximityParks: Pioneering Last-Mile Logistics in Dense Urban Markets

This case presents a challenge in designing and implementing digital strategy and data analytics capabilities. Students are placed in late 2019 as ProximityParks, an emerging developer and owner-operator of last-mile logistics industrial parks in Mexico, begins deploying its first investment vehicle, "Fund I." By this point, the founders have identified the location-quality gap in dense urban last-mile logistics, abandoned their initial multi-story concept when customer requirements and physics did not support it, and chosen an OpCo/PropCo structure that preserves the operating platform. What remains unresolved is how to convert insight into repeatable advantage.