Alvys

How Two Founders Grew a Logistics Tech Platform to $90M ARR

February 28th, 2025

Founded By

Nick Darman

Monthly Revenue

$750K

Founders

Profitable

Yes

Year Started

2020

Customer

B2B & B2C

Founded By
Nick Darman: Monthly Revenue
$750K

Founders
2: Profitable
Yes

Year Started
2020: Customer
B2B & B2C

Who is Nick Darman?

Nick Darman, the founder and CEO of Alvys, hails from a trucking family and started his own trucking company to support his father while attending Georgia State University. His journey saw him shift from logistics to finance at J.P. Morgan before returning to the transportation industry to address inefficiencies he experienced firsthand, leading him to establish Alvys.

What problem does Alvys solve?

Alvys helps trucking companies and freight brokers streamline operations and maximize efficiency by offering a platform that integrates both carrier and brokerage workflows into one seamless system. This eliminates the hassle of switching between systems, making it easier to manage freight overflow, reduce operating costs, and keep profits in check, especially valuable for businesses feeling the pressure of increasing logistic complexities and competition.

Alvys Trucking Software

How did Nick come up with the idea for Alvys?

Nick Darman's journey to create Alvys began with his deep-rooted connection to the trucking industry, having grown up with a family of truck drivers. This unique perspective allowed him to notice a significant gap in software solutions for logistics companies, especially those like his own brokerage. Driven to address this problem, Nick initially assembled a tech team to create a transportation management system (TMS) that empowered his brokerage to scale rapidly.

The idea solidified when Nick realized the broader industry lacked efficient tools for trucking and logistics companies to optimize their operations. Meeting Leo Gorodinski, who had significant experience in developing large-scale e-commerce architecture, was a turning point. Together, they combined their expertise to craft a superior TMS tailored to the trucking industry’s needs. The process involved not only leveraging past experiences but also responding to the market's demand for a more integrated and effective logistics platform.

Despite initial challenges with building such a complex technology, Nick’s persistence and insight into the industry’s requirements allowed him to refine the platform with real-world feedback. The key takeaway from his journey is that understanding the core needs of the industry and continuously iterating on the solution based on direct user feedback can lead to creating a product that genuinely transforms an entire sector.

How did Nick Darman build the initial version of Alvys?

To build the initial version of Alvys, Nick Darman assembled an engineering team to create a robust Transportation Management System (TMS) tailored specifically for the trucking industry. He initially encountered difficulty in finding existing software solutions that met his needs, which spurred him to develop a proprietary system from scratch. The tech stack specifics are not detailed in the sources, but the process involved significant collaboration with Leo Gorodinski, who brought expertise in building scalable e-commerce platforms. The development phase was challenging, and Nick quickly realized the complexity of creating a system capable of handling the intricate logistics operations required by carriers, freight brokers, and shippers. The first version took a few years to build, as Nick had to navigate the complexities of designing an AI-powered system that improves efficiency and optimizes operations for small to mid-sized fleets.

What was the growth strategy for Alvys and how did they scale?

Strategic Paid Acquisition

Alvys achieved significant growth through a strategic approach to paid acquisition channels. Google Ads proved to be the most effective platform, generating the highest performance. This was complemented by ads on Meta platforms like Facebook and Instagram, which also contributed substantially to their customer acquisition efforts. Interestingly, Bing Ads provided a surprising advantage by reaching senior decision-makers at lower costs, further expanding their reach. This multi-channel strategy enabled Alvys to consistently grow their sales pipeline while maintaining efficiency.

Why it worked: By utilizing multiple paid channels, Alvys effectively reached a broad audience and engaged potential customers at various touchpoints. Maintaining careful monitoring of Cost Per Lead (CPL) ensured that their acquisition efforts remained efficient and aligned with revenue goals.

Strategic Media Partnerships

Rather than pursuing costly partnerships with well-established media players, Alvys identified emerging platforms early on to form strategic partnerships. By sponsoring emerging media outlets like Freight Caviar at industry conferences, they secured valuable media coverage and partnerships at a fraction of the cost required for more established platforms. This approach helped them shape the growth trajectory of these media outlets while gaining exposure for Alvys.

Why it worked: Establishing early relationships with growing media platforms provided Alvys with cost-effective visibility and influence within the logistics industry. These partnerships allowed Alvys to reach their target audience more directly and economically compared to traditional media channels.

Revenue-Driven Team Structure

Alvys structured their marketing team around roles that directly impacted revenue growth. They initially hired an events manager given the relationship-based nature of the logistics industry, followed by expanding the team with roles focused on demand generation and product marketing. This revenue-first approach justified and accelerated team growth, aligning everyone's efforts with the company's financial goals.

Why it worked: By prioritizing roles that had a direct impact on revenue, Alvys was able to build a marketing team that contributed effectively to the company’s growth. Focusing on revenue-driving activities ensured that team expansion was strategic and result-oriented.

Multi-Channel Paid Acquisition & Strategic Partnerships

The marketing team at Alvys executed a balanced approach by merging traditional and modern marketing techniques. While maintaining a professional brand image through thought leadership and traditional B2B strategies, they effectively engaged audiences on social media and emerging platforms. By tying brand initiatives directly to revenue metrics, Alvys ensured that every marketing effort was measurable and aligned with financial outcomes.

Why it worked: This balanced strategy allowed Alvys to stand out in a conventional industry by acknowledging the importance of both credibility and engagement. The clear connection between marketing activities and revenue performance enhanced decision-making and resource allocation.

What's the pricing strategy for Alvys?

Alvys offers a tiered pricing model for its TMS, with basic plans starting at $99 per month per truck, scaling with additional features and integrations, effectively catering to fleets of varying sizes and operational needs.

What were the biggest lessons learned from building Alvys?

Understand Industry Needs: Building Alvys, they learned that truly understanding the pain points of the trucking industry is crucial. The platform's success depended on directly addressing the inefficiencies experienced by carriers and offering a solution that integrated seamlessly with their operations. This insight underscores the importance of founder immersion in the industry they aim to serve.
Embrace Technological Complexity: Alvys's journey taught that developing complex and integrated systems requires more than just a good idea. The realization came that both industry knowledge and expertise in building industrial-grade technology were necessary. Entrepreneurs should recognize when they need to partner with experts to overcome their product's technical challenges.
Adapt and Innovate: The need to pivot after initial failures in creating a proprietary technology shows that flexibility is key. Alvys exemplifies a company that listened to market feedback and adapted its approach by developing a hybrid architecture that manages both carrier and brokerage operations efficiently. Innovation often requires iteration and responsiveness to real-world testing.
Foster Team Collaboration: Recognizing the need to spin off the tech side into a separate entity highlights a lesson in team dynamics—successful ventures often require dedicated teams with the expertise to manage different facets of a business. Aspiring founders should be open to restructuring and realigning their teams to best achieve their innovative goals.
Prioritize Real-Time Data: A significant takeaway from Alvys's development is that having operations in real-time is crucial for maximizing efficiency and decision-making in logistics. This suggests that in fast-paced industries, having access to real-time data can be a competitive advantage, helping companies anticipate needs and act promptly.

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