interviews - Inside Interview: Why Recycle Track Systems Bought RTS.com

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 Logo

Can you tell us about yourself and the company behind RTS.com?

Recycle Track Systems (RTS) is innovating waste and recycling management through the use of real time technologies and data analytics. RTS proprietary tracking system empowers our customers by providing accurate data and real time accountability.

RTS increases efficiency and provides un-paralleled insights into your waste and recycling streams and service pickups. Using a combination of proprietary software, algorithms, and our waste experts, we remove the inefficiencies of today’s waste management and create a superior experience for our customers.

Why did you decide to buy the domain RTS.com?

RTS is our brand and helps our corporate customers feel comfortable with our model. RTS.com was the natural progression from our trademark of RTS.

Did you have other domains under consideration, or was your target name always RTS.com?

We own RTSbulk.com, RTSwaste, RTSgreen, and recycletracksystems.com. In the growing age of the internet, three letter domains are very powerful in building our global brand. We are very proud to own it.

Why did you opt to base your brand on RTS.com over RecycleTrackSystems.com?

We used RTS.com over RecycleTrackSystems.com due to considerations for our brand. Ease of use and length were also factors.

Are you able to tell us how much you paid for RTS.com?

I cannot give an excact price, but we paid between $50,000 and $100,000 to buy 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?

I conducted some personal online research on three letter domains and premium letters, however the value was in the brand and was a personal/company value.

Do you think buying RTS.com was a good investment in your company?

Yes. It was one of the best purchasing decisions we have made at RTS.

What would your advice be to other startups or companies looking at buying a premium domain name?

Find a name and brand that makes sense for your company's image. If we didn’t own RTS.com we probably would have changed the company's name. It was very important for us to have a simple brand that has the ability to be recognized and understood globally.

Do you think that buying the right name should be a priority for startups?

It depends on the business model. We are a service based company, who supports customers like Whole Foods and WeWork for waste and recycling removal. We needed a name that would be understood and easy to remember.

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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.

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