investors, they always want to hear marketplace and they always want us to say we are Uber

for Freight. But we are not. We actually say that we don't want to become Uber for Freight because

I think a lot of these Uber for Freights out there, they're just trying to skip doing the hard part.

The hard part is leveling up the

industry because right now we felt like the industry is still kind of lagging behind. A lot of

trucking companies are still using pen of papers. A lot of trucking company are still using

TMS that doesn't have API. So we want to fix that first. My name is Alexander Luxiddi.

I'm the co-founder and CTO of Rose Rocket.

This is Code Story, the podcast bringing you interviews with tech visionaries who share in the critical moments of what it takes to change in industry and build and lead.

A team that has your back.

I'm your host, Noah Labhart.

And today, how Alexander Luke Sedati built the TMS system for your business and for everyone in your freight network.

All this and more.

On Coat Story.

Alexander Luke Sidati came to Canada in 2002 as an immigrant, with a dream to work for IBM.

However, during his time in school,

he had a friend that went to San Francisco and came back, changed, as Alexander put it. That same

friend asked Alexander to join him in his garage and build his startup. He started to create

things around analytics and AB testing and saw the revenue impact of his work. It was at that point that startups became his life. He quickly found out the power of being a developer, but also the need to have a partner on the business side of the journey.

Aside from tech, he's a musician. In fact, he got into programming because his dad wouldn't let him become a musician.

He decided to do programming

because he thought building software was going to be his way back to music. He loves blues,

...