One look at the crowded information board at any truckstop and you’ll immediately see a need for a technology solution that can make it easier and quicker to access.

Greg Gazin, Business Edge
Andrew Strilaeff uses a kiosk to download road directions at West Edmonton Truckland.

Enter Info Direct Advertising Technologies Ltd., which has created an appliance to install in truckstops to shorten the distance between the trucker and trucking companies.

The product is an online interactive kiosk developed by Edmonton entrepreneurs Dave Fenn and Andrew Strilaeff, a computer scientist and owner of Simmco-PC Pro Computers. The solution consists of a proprietary hardware and software configuration with a connection to the Internet.

Kiosk is just a fancy term for a place — a self-serve info booth where truckers can find all the information they need.

Job boards, loads, parts, weather, advertising and e-mail, available 24 hours per day. And because the business is based on an advertising model, it’s free for the truckers.

“We’re offering information that they can gain now that they would normally have to tap various sources to get,” said Fenn.

Fenn, who conceived the idea, originally planned on setting up in hotels and shopping malls. Mall managements and business associations gave it two thumbs up.

Subsequently, Fenn ran the idea by a good friend, who said: “Why not install it here – we get half-a-million truckers through?”

After a quick education and some research on the trucking industry, Fenn concluded the truckstop business was a diamond in the rough.

They used to just be places to gas up and eat. Now, you can actually go in and buy a rig or even get married.

Trucking is a huge industry, he added, citing companies like Volvo and Freightliner who have made huge investments in these up-and-coming mobile communities.

Community is the operative word. More than just goods and services, truckstops are gathering places – and an ideal medium to get the word around.

“There’s no better place to move information around the trucking industry than the truckstops,” said Fenn.

Fenn realized his concept was a perfect fit for this market, but his genius was a little short on the technology end.

So he called on Strilaeff from Simmco – a company from which Fenn’s daughter purchased a computer (yep, like one of those chance encounters you see on TV). Fenn asked him if he could develop the concept and offered him a piece of the company.

Strilaeff took the bait and soon produced a prototype – a self-contained Internet-ready unit that incorporated a touch screen and a printer that can be used to print maps and vendor coupons.

A veteran in computers, Strilaeff understands the psychology of the user. From a hardware perspective, “as soon as you see a keyboard and a mouse, people walk away. As soon as they see buttons, they want to touch them.

“From a software perspective, it has to have easy delivery and provide useful and timely information.

“(Truckers) currently have to pay $34.95 to get load information, then the weather, you have to sit on the phone for 15 minutes to get that; directions, maps you get somewhere else – or pay a toonie for eight minutes at a pay kiosk where they can’t even print directions. Our services are free and in one place.”

The first unit was successfully installed on a trial basis, on the advice of Fenn’s wife at West Edmonton Truckland at 118 Ave and 168 St. Immediately, the system had more hits than ever expected.

“Incredible,” said Fenn, “considering that few people knew it was there.” Fenn admits the initial attraction for some may be the free e-mail, but once the truckers get used to using the system, they will find it an invaluable tool. And best of all, it’s free.

“Word of mouth travels like wildfire – the jungle telegraph at the stops. Jobs are always available to be filled, and no trucker wants to do a return trip with an empty load. The word is getting out.”

It’s a great value for the advertisers, as they get a direct audience. They would be hard pressed to find such a captive market and in such a timely manner elsewhere. Three major trucking systems have already approached them, as well as a number of trucking periodicals.

As for the future, “we want to expand across Canada and down the major corridors in Ontario – you know what the 401 is like,” says Fenn.

Adds Strilaeff: “What’s coming will give the trucker the ability to scan the proof-of-delivery slip and instantly transmit to head office, so they can bill the client immediately. One company has reduced their receivables by $400,000 a month.”

It looks like the road ahead is clear for Fenn and Strilaeff, as all parties are getting “good mileage.”

It’s a win-win-win that benefits the trucker, trucking organizations, and the truckstops.

Web Watch:

www.infod.ca