The Uzbek startup OLIVER CORP (DTV Soft) was presented at the international technology conference TechCrunch — one of the world’s largest platforms for innovation and startups. The event brought together thousands of participants, investors, and experts from across the globe, marking a significant milestone for the team’s entry into the global market.

Participation in this event was a vital step for the team, enabling them to present their product to an international audience, establish contacts with potential partners, and garner attention from funds. At the TechCrunch venue, the startup first introduced its TMS platform to a wide audience and explained how it helps American freight carriers manage trips, optimize routes, monitor cargo statuses, and systematize financial processes.

OLIVER CORP (DTV Soft) is a transportation dispatch company and an in-house software developer for logistics, working with freight carriers in the USA. The team supports American trucking companies in managing trips, optimizing routes, tracking cargo status, and streamlining financial flows. Essentially, DTV Soft is building a Transportation Management System (TMS) that handles the internal “operations” of a logistics business, making them transparent and manageable.

The emergence of the idea

DTV Soft founders — Olimboy Rakhimov, Abrorjon Abdulazizov, and Abduvoris Abdukodirov — have been working in American logistics since 2017 and know the industry intimately. Upon opening their own company, they initially used a ready-made TMS solution — PCS Software, which helped manage trip accounting, cargo control, documentation, and financial management.

However, over time, the high cost of the platform became a serious burden on the business. Due to the large number of employees, monthly expenses under the “per user” model reached $12,000, making it an increasingly unsustainable solution as data volumes grew and automation requirements increased.

According to the team, as the company developed, it became clear that using expensive third-party software was no longer rational. Returning to Excel spreadsheets and chat-based communication was impossible, as the company had reached a different level of operation. Therefore, the founders decided to create their own system capable of performing the same tasks, but with greater flexibility, convenience, and a significantly lower cost.

Transitioning to DTV Soft allowed them to cut monthly costs from $12,000 to $3,500 — nearly a fourfold reduction — delivering substantial cost savings without compromising operational quality.   

 

This marked the emergence of an internal software development direction within OLIVER CORP, which later evolved into a standalone product — DTV Soft. Initially, it was an internal system to optimize the company’s own logistics operations. However, as it evolved, it became evident that many carriers in the US were experiencing the same problems, especially those working in small and medium-sized trucking companies. This realization was the turning point where the internal tool transformed into a fully-fledged commercial product for the market.

Early steps and challenges

The founders honestly admit that they understood very little about software development at the outset. They had deep expertise in logistics, but IT remained a separate world with its own language, approaches, and rules. To launch the TMS platform, the team had to assemble and motivate a team of 5 developers and then establish the complex process of translating “logistics” experience into technical requirements.

One of the main difficulties was that the programmers were unfamiliar with the specifics of logistics: how trips are structured, what the cargo statuses are, how financial accounting is built, and what is important for dispatchers and company owners. The founders literally had to “translate” the real-world operations into the language of flowcharts, business processes, and technical tasks. In turn, they themselves needed to understand what could be implemented quickly and what required a complete architectural overhaul.

 

This phase took time and required patience from both sides. It took approximately 3–4 months for the developers and founders to fully understand each other. However, it was this process that laid the foundation for the logic upon which DTV Soft is built today: the platform is created not “from the outside”, based on abstract market ideas, but “from the inside” — rooted in the practical, real-world experience of a logistics company.

Debut on TechCrunch and engaging with the global IT market

A significant development stage for the project was participation in TechCrunch — one of the largest international events in the startup and technology sector. This was the team’s first experience on such a platform. Before the trip, the founders did not fully grasp what to expect or how the product would be received.

Preparation for TechCrunch began with studying the event’s format, requirements, and audience. The team gathered information from the organizers, reviewed materials from previous years, and focused on structuring the product presentation: explaining what DTV Soft is, which problem it solves, how the American logistics market is structured, and why the platform has growth potential.

The team notes that the main objectives of their participation were gaining experience, expanding their professional network, and seeking investors. Investment is needed to accelerate product development, strengthen the team, and scale sales in the American market.

Following their participation in TechCrunch, the team was unable to close a deal with investors, but they do not view this as a failure. On the contrary, the founders consider this trip one of the most valuable professionally. The event allowed them to “open a new world” — to see how IT entrepreneurs and investors from different countries think and operate, what demands are placed on products, and what is considered the norm for development speed and solution quality.

 

Another distinct result was the extensive network of contacts. The team met representatives of companies working in a similar industry, potential partners, and people who could assist in platform development.

Participation in TechCrunch also reinforced the founder’s confidence:

“It became clear that, even being from Uzbekistan or another Central Asian country, one can create a product that is understandable and interesting to an international audience,” noted Olimboy Rakhimov.

How DVT Soft works and the problems it solves

Today, DVT Soft’s main clients are freight companies in the USA. Currently, 6 trucking companies use the platform. They all operate in the segment of cargo transportation on American roads, and for them, issues of operational transparency, reduction of operating costs, and ease of management are crucial.

 

One key takeaway was an assessment of the current state of the ecosystem. The founder acknowledges that Uzbekistan is still lagging behind the world’s leading IT hubs, but is moving in the right direction. This provides motivation to continue developing the project domestically while maintaining an orientation toward the global market.

 

At its core, DTV Soft is a TMS platform for logistics and trucking companies that helps them build an internal business management system. The platform allows users to record and organize information about received and delivered cargo, see the status of each shipment, manage the company's cash flow, assign tasks to employees, and monitor the quality of work execution.

Special attention is given to the financial component; the system helps track incoming and outgoing payments, allocate them by trip and client, and monitor accounts receivable and revenue. For business owners, this is not just a matter of convenience, but also transparency: they can instantly see how many trips are being executed, which cargo is en route, which amounts are due, and what expenses are anticipated.

Another important function is employee task management. DTV Soft allows for the distribution of responsibilities among dispatchers and other team members, tracking their workload and efficiency. As a result, the manager sees not only the company’s overall metrics but also specific results for each employee.

 

A unique advantage of the platform is its support for remote work. Many logistics companies, especially after the pandemic, structure their processes with dispatchers working from different cities and countries. DTV Soft helps centrally manage such teams.

Technological foundation of the product

The team is open about its future plans to develop the product from a technological perspective. One area of growth is the implementation of Artificial Intelligence (AI) tools. AI adoption is viewed as a solution for applied tasks: route calculation, load forecasting, analysis of trip efficiency, and the generation of recommendations based on actual data.

“In the next phases, we plan to strengthen the area related to AI implementation, and we are also continuing work on the mobile application,” the team notes.

Parallel work is underway on the mobile application. Mobile access is critical for logistics. Business owners, dispatchers, and even drivers must be able to quickly access information about trips, statuses, and tasks without being tied to a computer. The mobile application is intended to make working with the platform more flexible and accessible.

Market and clients: focus on the United States

Despite the team being physically located in Central Asia, DTV Soft’s main market is the USA. This is a deliberate choice, as the founders have long worked specifically with American logistics and understand the market’s specifics.

Today, DVT Soft’s main clients are freight companies in the USA. Currently, 6 trucking companies use the platform. They all operate in the segment of cargo transportation on American roads, and for them, issues of operational transparency, reduction of operating costs, and ease of management are crucial.

At present, most of the company’s clients are located in the state of Illinois — where the team initially built working connections and found the first users of the product. This region is considered a major logistics hub, thus hosting a high concentration of trucking companies. The team plans to expand its presence and enter other states, with Ohio and Florida being considered as immediate growth directions.

Competition and positioning

In Uzbekistan, DTV Soft has a few direct competitors, including solutions like Datatruck and QuickManage. However, on the global level, competitors are significantly more numerous. The TMS and logistics platform market is mature, featuring many products with varying functionalities and pricing policies.

 

 

Yet, the team clearly understands its key advantage. Unlike a number of solutions developed “from the outside” — by IT teams lacking their own practical logistics experience — DTV Soft was created by individuals who worked in the industry for many years. The platform first solved their own problems, and only then was it offered to the market.

Furthermore, the company is not limited to selling software licenses. Clients are offered a combination of the product and expertise. The team shares practical recommendations for process organization, advises on how to structure accounting, which metrics to track, and how to optimize dispatchers’ work. Technical support and guidance are established for each client, which is particularly important for companies transitioning from “manual mode” to a system-based operation for the first time.

Team and values

Today, DTV Soft operates with a small but functional team. Five people are involved in the company, including a developer, a project manager, and a client relations specialist. Despite its compact size, the team addresses key tasks: product development, project management, customer interaction, and process organization.

The founders emphasize that three qualities are particularly important when hiring employees: loyalty, responsibility, and trust. The company currently does not plan to open offices in other Central Asian countries. The focus is now on product development, strengthening its position in the US market, and gradually scaling the client base.

Investment and future plans

Currently, DTV Soft is developing without external investment. All expenses — from development to participation in events — are covered by the team’s own funds and business revenues. This approach grants more freedom in decision-making but simultaneously limits the speed of scaling.

For the next development phase, the company plans to raise approximately $300,000. These funds are primarily needed to expand the team and strengthen the sales block. With the resources, the team will be able to accelerate product development, implement new features, refine the mobile solution, and work more actively on introducing AI elements.

In terms of specific goals, DTV Soft aims to reach 100 client companies by the end of 2026 in the near term. In the medium term (a 3–5 year horizon), the team envisions the product as one of the largest TMS systems in Central Asia with no fewer than 1,000 clients. The focus on the American market will remain key, and the Central Asian origin of the team will be combined with the product’s international orientation.

Personal insights and advice for entering global markets

While working on the project, the DTV Soft founder arrived at several personal conclusions. One of the most important is the fundamental difference between IT business and traditional business.

“In IT, everything changes faster, competition is higher, and the expectations of clients and investors are formed based on global examples, not just the local market. This requires constant learning, flexibility, and a readiness to restructure the product and approaches,” notes Olimboy Rakhimov.

Addressing young specialists and teams who wish to bring their projects to the global market, the founder offers a simple yet meaningful piece of advice:

“Start with what you know and understand well. A startup created based on personal experience and real problems has a higher chance of becoming a viable product. It is important not to succumb to doubt and to believe in your solution, while also being ready to adapt, learn, and accept feedback.”

The story of DTV Soft demonstrates that even without initial IT experience, but with deep industry expertise and a willingness to consistently build a product, a team from Central Asia can claim its place in the US market. This requires not only technology but also an understanding of the people, processes, and real problems the product must solve.

IT Park Uzbekistan plays an important role in supporting such projects. The organization provides startups with conditions for growth and scaling: access to incubation and acceleration programs, consultations, educational resources, and industry experts. This helps teams move faster from idea to product and find their first clients.

Furthermore, IT Park supports startups in entering international markets. Through international offices and partnership programs, entrepreneurs gain the opportunity to participate in global exhibitions, present their solutions to investors, and establish professional connections.

Startups can also access investment support — from IT Park Ventures and other financing instruments aimed at developing technology companies. These opportunities allow teams to attract early investments and accelerate product development.