fleetroot Profile

fleetroot logo.

Fleetroot is a tool for the optimization of logistics and mobility operations, including fuel and maintenance management and tracking.

Founder(s): Moidu Chandanam, Motilal Keshavdas

Industry: Tech

Founded in: 2018

Location: UAE

Interview With Moidu Chandanam

Describe your product or service:

“An all-in-one tool to optimize logistics and mobility operations.”

Describe your company values and mission:

“Our mission is to help businesses to efficiently move people, goods, and services on a single interface.”

How are you funded? I.e. type of funding, number of funding rounds, total funding amount.

“Bootstrapped — pre-seed from Flat6labs and Angles.”

How big is your team? Tell us a little about them (I.e. co-founders, freelancers, etc.)

“Total 14-member team, including two founders.”

How did you come up with and validate your startup idea? Tell us the story!

“Me and the co-founder/CTO knew each other from our previous organizations while working on an IT project. The idea of building a SaaS mobility and connected fleet operations platfrom for MENA came in after the initial research on the necessity of such solutions in the region made us decide to start building it.”

How did you come up with your startup’s name? Did you have other names you considered?

“We wanted to have a name which is related to ‘fleet,’ iterated few names, but later decided to stick with ‘fleetroot.’”

Did you always want to start your own business? What made you want to become an entrepreneur?

“I always wanted to build something of my own and to create impact [in] the form of giving job opportunities — at least to a few people.”

Did you encounter any roadblocks when launching your startup? If so, what were they and what did you do to solve them?

“There were many roadblocks during the journey. Patience and perseverance was the only key to looking at the problem and solving them is the key. Continuous skill sets improvements made us understand the startup landscape, which helped us level up our founder skill sets.”

Who is your target market? How did you establish the right market for your startup?

“We wanted to build the solution looking at the MENA fragmented market. Our target market currently is MENA including UAE, KSA, [and] Egypt.”

What’s your marketing strategy?

“Our current marketing strategy is pretty organic, producing maximum organic content related to the solutions we provide, to educating the customers.”

How did you acquire your first 100 customers?

“Our first 100 customers are purely direct sales and referrals.”

What are the key customer metrics / unit economics / KPIs you pay attention to to monitor the health of your business?

“Number of new subscription addition, per account subscription yearly value, and churn is the key matrix.”

What’s your favorite startup book and podcast?

“‘Zero to One.’”

Is there a tool, app, or resource that you swear by to help run your startup?


What is something that surprised you about entrepreneurship?

“Even a small thing takes longer than you thought before starting up.”

How do you achieve work/life balance as a founder?

“it is super difficult to find a work/life balance for a startup founder, for both was my startup.”

What is a strategy you use to stay productive and focused?

“I really do not try to remember things [and] try and use tools to complete the daily tasks, thus increasing productivity and time management.”

Did you have to develop any habits that helped lead you to success? If so, what are they?

“Stay humble, keep as simple as possible, and communicate to the team on time.”

What was your first job and what did it teach you?

“I had the opportunity to be a part of the initial team of new market expansion of a large corporate, which helped me get hands-on experience in setting up and starting up things.”

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