TrueMove Advisory
I built and operated the software you're trying to build—route optimization across three countries. Now I help logistics software companies build products that survive contact with reality.
Cross-border route optimization across Mexico, the US, and Canada. Dynamic multi-stop planning that changed daily. Software that had to work in the real world—in my own operations, with my own drivers, serving my own customers. I know the gap between what looks good in a demo and what survives contact with reality.
What We Offer
I run an active DSD operation in the Midwest with real deliveries, real customers, and real pressure. Your software gets tested in production conditions—not simulations.
Ongoing strategic input on product direction, feature prioritization, and market positioning. I help you understand what shippers actually need versus what they say they want—because I've been the buyer.
Leverage my 30 years of industry relationships and operational credibility to accelerate your sales process. I can provide references, case studies, and warm introductions to potential customers.
Deep-dive sessions on specific logistics domains—routing, TMS workflows, carrier management, compliance, and more. Educate your product and engineering teams on how the industry actually works.
Why Partner With Me
I run a DSD operation in the Midwest with real routes, real customers, and real complexity. Your software gets real miles, not test miles.
I built cross-border optimization software and used it in my own operations. I understand APIs, data models, and the trade-offs you're making.
I'll tell you what works and what doesn't. No politics, no sugarcoating—just direct operational truth from someone who's been on both sides.
I've built companies from scratch for 30 years. I understand the constraints you're working under and the trade-offs you have to make.
Engagement Models
Fixed-term engagement to test your product in our live environment. Includes structured feedback sessions and a detailed assessment report.
Ideal for: Pre-launch validation, major feature releases
Ongoing strategic partnership with regular touchpoints, unlimited async access, and quarterly deep-dive sessions.
Ideal for: Continuous product development, long-term roadmap planning
Scoped engagements for specific needs—competitive analysis, feature validation, team training, or go-to-market support.
Ideal for: Specific milestones, fundraising support, sales enablement
Schedule a conversation to explore how we can help accelerate your product development.
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