Brad Perling, CEO and co-founder of Bitfreighter, transitioned from aerospace to freight after finding an unexpected opportunity. He discusses the importance of defining when brokerages should build versus buy technology. Brad explores the evolving role of EDI in logistics and the impact of remote company culture on productivity. He shares insights on the challenges of bootstrapping a tech business while innovating solutions and fostering strong teams. The conversation also delves into how personal drive shapes successful entrepreneurship in this dynamic industry.
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question_answer ANECDOTE
Accidental Entry into Freight
Brad Perling's entry into freight was accidental, starting with a Craigslist job at Calvary Logistics.
He transitioned from aerospace to freight, working his way up from dispatching trucks to becoming a top broker.
insights INSIGHT
Early Tech Adoption at Calvary
Calvary Logistics, where Brad Perling worked, was ahead of its time, building its own tech stack in 2011-2012.
This foresight gave them a competitive edge and allowed them to offer features similar to those available in today's market.
volunteer_activism ADVICE
Build vs. Buy
Building differentiated tech in freight requires deep industry experience, including booking loads and understanding the entire lifecycle.
Focus on what you excel at and buy tech if you lack the resources or expertise to build it yourself.
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In this episode, Andrew talks to Brad Perling, CEO and co-founder of Bitfreighter. Brad was an aerospace major waiting to get into air traffic control school when he became an early employee at Calvary Logistics. He says that’s where he got his freight MBA, working up from carrier rep to general manager. Frustrated by the lack of options when it came to EDI technology, this former broker is now building another cost-saving option for integration technology in Bitfreighter, named to FreightWaves’ 2024 FreightTech 25 awards.
Andrew and Brad cover:
When brokerages should invest in building their own tech versus buying it
If you can build truly differentiated technology without prior brokerage experience
Is EDI dying? Its role in modern logistics and the role Bitfreighter is playing
Fostering company culture in a remote working environment
*** This episode is brought to you by Rapido Solutions Group. I had the pleasure of working with Danny Frisco and Roberto Icaza at Coyote, as well as being a client of theirs more recently at MoLo. Their team does a great job supplying nearshore talent to brokers, carriers, and technology providers to handle any role necessary, be it customer or carrier support, back office, or tech services. Visit gorapido.com to learn more.
A special thanks to our additional sponsors:
Cargado – Cargado is the first platform that connects logistics companies and trucking companies that move freight into and out of Mexico. Visit cargado.com to learn more.
Greenscreens.ai – Greenscreens.ai is the AI-powered pricing and market intelligence tool transforming how freight brokers price freight. Visit greenscreens.ai/freightpod today!
Metafora – Metafora is a technology consulting firm that has delivered value for over a decade to brokers, shippers, carriers, private equity firms, and freight tech companies. Check them out at metafora.net. ***
The Freight Pod