SELLEST OSAST
School buses move 50 million students every day across the United States — more riders than all planes, trains, and public transit buses combined. Most of those buses are still routed using paper sheets with handwritten notes about yellow mailboxes. In a recent episode of BUILDERS, we sat down with Keith Corso, Co-Founder & CEO of BusRight, to learn how he built the logistics platform digitizing student transportation, survived a complete market shutdown during COVID, and scaled a sales team in one of the most distinctive institutional buying environments in B2B.
Topics Discussed:
Why school buses are the largest mass transit network in America — and why half a million drivers are still navigating with paper
How BusRight operated in a legal gray zone and helped change state-by-state tablet legislation
Surviving COVID when the entire market went dormant overnight — and the temporary logistics pivot that kept the team intact
Why transportation directors are a structurally different buyer than the rest of the school district
The competitive set: 50% pen and paper, 50% legacy routing software that's been around 30 to 40 years
Transitioning out of founder-led sales at $1M ARR and what Keith learned from a failed first AE hire
GTM Lessons For B2B Founders:
In regulated markets, field evidence is your most effective policy instrument: When BusRight discovered tablets were restricted in Massachusetts and other states, Keith didn't pull the hardware. He collected testimony from drivers who said the tablet made them safer and more effective, built relationships with state directors of student transportation across the country, and connected those officials to outcomes already happening on the ground. No lobbyists — direct relationships and documented results. The legislation followed. Founders in regulated verticals tend to treat policy as a blocker to route around. BusRight treated it as a GTM surface: if the product genuinely helps end users, that proof is eventually more persuasive to legislators than any advocacy spend.
The transportation director is a structurally isolated buyer with real budget autonomy: Most school district purchases require broad stakeholder alignment, curriculum background, and public procurement processes. Transportation is different. As Keith explained, transportation directors are often physically separated from the rest of school administration — in a basement, a separate site, or a trailer — and most school administrators come from education and curriculum backgrounds, not logistics. That separation creates genuine purchasing autonomy. The implication for GTM: the sales motion for transportation is not the same as selling to a school district, seasonality is minimal, and urgency is self-generated (driver no-shows at 4:15am, parents threatening to fire the superintendent on Facebook). Founders entering institutional or government markets should map stakeholder structures carefully before assuming a standard enterprise motion applies.
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Don't Miss: New Podcast Series — How I Hire
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