< Portfolio
Cito
Type
Corporate Venturing
Industry
Logistics and transportation
Project Duration
Fall 2019 - Ongoing
Location
Germany
Services provided:
< Portfolio
Cito
Cito is purely digital B2B transportation service that connects shippers directly with carriers in their vicinity.
The main idea behind Cito was to digitalise the logistics industry by creating a fast, agile, and reliable B2B transportation service through which we would connect shippers directly with carriers in the vicinity. The focus was on quick processing and high price transparency while automating paperwork, planning, delivery management, and minimizing the need for human oversight.
Challenge
The goal was to validate the idea and build a fully functional platform from scratch, in a market full of structural challenges. The logistics industry is highly fragmented, with inconsistent service standards and limited coordination between parties. Shippers faced a lack of transparency in both pricing and service quality, making it difficult to compare or trust carriers. Drivers were often poorly treated and received only a small share of the revenue, leading to low motivation and high turnover. On top of that, the sector is largely undigitalized, relying on outdated, manual processes that slow down operations and create friction for all involved.
Solution
After detecting outdated principles and current problems on the market, we stepped out of our comfort zone by implementing different solutions. Using the data-driven MVP approach to go step by step and to develop a product based on real market data and user feedback. First, it started with the idea validation phase were the first transactions happened. After that, an iterative MVP building and scaling phase follows.
Straightforward and descriptive: One central digital platform for shipper deliveries
Transparency and access: Clear pricing, open access for drivers, and full visibility for shippers and carriers through live tracking and dashboards.
Automation for all users: A fully automated platform streamlining the experience for for shippers, carriers and dispatchers—minimizing manual work.
Smart matching engine: A real-time algorithm that connects orders with the best-fit carriers based on category and location.
Impact
The platform significantly improved operational visibility by providing a clear overview of orders, deliveries, and issue tracking. Real-time financial metrics, such as total revenue and average margin, helped the team stay aligned with business goals. The visual dashboard enabled faster, data-driven decisions by surfacing key performance indicators. By centralizing logistics, pricing, and scheduling data, the tool streamlined complex workflows and enhanced team efficiency.
