In this Inside Interview, we speak with the CEO of a company that really gets the power and value of a three-letter .COM domain name. Recycle Track Systems is a New York based startup that was founded in 2015, and is using innovative real time technology and data analytics to vastly improve waste and recycle management. According to Crunchbase, the team at Recycle Track Systems raised $5 million in funding earlier this year. Alongside the RTS app is a website, hosted on the exceptional RTS.com domain name. Here, I speak with Recycle Track Systems co-founder and CEO, Greg Lettieri. He brings more than 10 years of technology product development, product delivery, and executive management experience to RTS, thanks to his senior positions at Bank of America and Pacnet. The RTS LogoCan you tell us about yourself and the company behind RTS.com? Why did you decide to buy the domain RTS.com? Did you have other domains under consideration, or was your target name always RTS.com? Why did you opt to base your brand on RTS.com over RecycleTrackSystems.com? Are you able to tell us how much you paid for RTS.com? How did you determine that the domain was worth that much to you? Did you use any appraisals, brokers or tools to help you figure out the value? Do you think buying RTS.com was a good investment in your company? What would your advice be to other startups or companies looking at buying a premium domain name? Do you think that buying the right name should be a priority for startups? -- Thanks to Greg for taking part in our Inside Interview Series. You can follow RTS on Facebook or Twitter if you are interested in knowing more about their services. This interview has been edited for length and clarity.