The challenge: paper-based dispatch and billing couldn’t keep up with growth
The challenge: paper-based dispatch and billing couldn’t keep up with growth
The challenge: paper-based dispatch and billing couldn’t keep up with growth
Today, Samee Metal Trading is a Hamilton-based integrated steel supply and logistics company, supported by a dedicated freight and trucking division with an asset-based fleet of 48-foot, 5-axle Rolltite flatbeds and B-train configurations featuring 32-foot and 28-foot trailers to move steel and oversized freight across Ontario and out to Alberta. Behind the fleet sits the rest of the operation — steel sourcing, 3PL warehousing in an 85,000-square-foot Hamilton facility, and value-added fulfillment solutions — serving the construction, manufacturing, and industrial supply sectors. And because modern tools run the logistics end to end, the service is sharper, faster, and more reliable than ever.
Today, Samee Metal Trading is a Hamilton-based integrated steel supply and logistics company, supported by a dedicated freight and trucking division with an asset-based fleet of 48-foot, 5-axle Rolltite flatbeds and B-train configurations featuring 32-foot and 28-foot trailers to move steel and oversized freight across Ontario and out to Alberta. Behind the fleet sits the rest of the operation — steel sourcing, 3PL warehousing in an 85,000-square-foot Hamilton facility, and value-added fulfillment solutions — serving the construction, manufacturing, and industrial supply sectors. And because modern tools run the logistics end to end, the service is sharper, faster, and more reliable than ever.
It didn’t start that way. In the company’s earlier years, the entire industry still ran on paper: handwritten logs, faxed BOLs, phone-call dispatch. As Samee Metals rapidly scaled, order volume outgrew the manual process, and the industry-wide shift toward digitization made the next step obvious. One month back then made it concrete: a set of critical documents was missed, 20 to 30,000 dollars in truckloads that didn’t get billed until month-end. The money was recovered. The lesson is what stayed.
It didn’t start that way. In the company’s earlier years, the entire industry still ran on paper: handwritten logs, faxed BOLs, phone-call dispatch. As Samee Metals rapidly scaled, order volume outgrew the manual process, and the industry-wide shift toward digitization made the next step obvious. One month back then made it concrete: a set of critical documents was missed, 20 to 30,000 dollars in truckloads that didn’t get billed until month-end. The money was recovered. The lesson is what stayed.
“We did find it. But it also cost us something intangible. And that’s the customer.”
“We did find it. But it also cost us something intangible. And that’s the customer.”
Adam Samee, President, Samee Metal Trading
Why Samee chose Rose Rocket over other trucking software
Why Samee chose Rose Rocket over other trucking software
Why Samee chose Rose Rocket over other trucking software
Adam’s a procedural operator by instinct. “One of my strong suits is operations, from a procedural basis, setting up good operations with good visibility.” His read was simple: he couldn’t scale what he couldn’t see clearly. Any good procedure, he says, should be dumbed down as much as possible: straightforward, easy, and reliable.
Adam’s a procedural operator by instinct. “One of my strong suits is operations, from a procedural basis, setting up good operations with good visibility.” His read was simple: he couldn’t scale what he couldn’t see clearly. Any good procedure, he says, should be dumbed down as much as possible: straightforward, easy, and reliable.
So when he scaled, he didn’t add headcount. He went looking for software. “We looked at the other available softwares, and why Rose Rocket earned our business was the responsiveness.” Rose Rocket became the operating layer: dispatching, invoicing, tracking, customer communication, in one system.
So when he scaled, he didn’t add headcount. He went looking for software. “We looked at the other available softwares, and why Rose Rocket earned our business was the responsiveness.” Rose Rocket became the operating layer: dispatching, invoicing, tracking, customer communication, in one system.
“Say with a regular dispatcher we could do 15 loads in a day, with TED we could double that and do 30 in a day.”
“Say with a regular dispatcher we could do 15 loads in a day, with TED we could double that and do 30 in a day.”
Adam Samee, President, Samee Metal Trading
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How TED, Rose Rocket’s AI email partner, doubled order entry
How TED, Rose Rocket’s AI email partner, doubled order entry
How TED, Rose Rocket’s AI email partner, doubled order entry
The change came from TED, the AI email partner inside Rose Rocket. Most of Samee’s orders don’t arrive as clean rate confirmations; they’re a blurb of an email from a customer. TED reads those emails and turns them into work orders automatically, capturing the critical details.
The change came from TED, the AI email partner inside Rose Rocket. Most of Samee’s orders don’t arrive as clean rate confirmations; they’re a blurb of an email from a customer. TED reads those emails and turns them into work orders automatically, capturing the critical details.
15
15
Orders / hr · before
Orders / hr · before
30
30
Orders / hr · now
Orders / hr · now
2×
2×
Same dispatcher
Same dispatcher
The person taking orders went from 15 an hour to 30, with no new staff and no new process. TED took the repetitive data capture out of the loop. This isn’t a marketing claim; it’s an operational measurement.
The person taking orders went from 15 an hour to 30, with no new staff and no new process. TED took the repetitive data capture out of the loop. This isn’t a marketing claim; it’s an operational measurement.
Adding trucks without adding back-office staff
Adding trucks without adding back-office staff
Adding trucks without adding back-office staff
Samee Metals runs a lean back office. The point isn’t its size, it’s that it doesn’t have to grow with the fleet. The trucks and the service generate the gross profit; back-office headcount is cost. So when Adam adds trucks, he doesn’t have to add admin in lockstep, the tools absorb the work. The service scales; the overhead doesn’t.
Samee Metals runs a lean back office. The point isn’t its size, it’s that it doesn’t have to grow with the fleet. The trucks and the service generate the gross profit; back-office headcount is cost. So when Adam adds trucks, he doesn’t have to add admin in lockstep, the tools absorb the work. The service scales; the overhead doesn’t.
“If we wanted to add two or three trucks tomorrow, we don’t really need any back office, because we can rely on our tools.”
“If we wanted to add two or three trucks tomorrow, we don’t really need any back office, because we can rely on our tools.”
Adam Samee, President, Samee Metal Trading
A TMS dispatchers can learn in fifteen minutes
A TMS dispatchers can learn in fifteen minutes
A TMS dispatchers can learn in fifteen minutes
Adam’s test for whether software is good is whether you can explain it. Not because the work is simple. It runs his entire operation. It’s because the system is built around the way trucking people already think. Dispatchers don’t learn a tool; they learn a faster version of what they already do.
Adam’s test for whether software is good is whether you can explain it. Not because the work is simple. It runs his entire operation. It’s because the system is built around the way trucking people already think. Dispatchers don’t learn a tool; they learn a faster version of what they already do.
