‘If I weren’t an entrepreneur, I’d be thinking about how to become one.’ This statement of principles has led Xavier Ruiz (Barcelona, 1987), a computer engineer from the FIB-UPC, to follow a path closely linked to the entrepreneurial ecosystem: first from a technical perspective, as a tech lead in incubators and collaborator in the early stages of projects such as Signaturit, and later as the founder of his own start-up.

More than a decade ago, he founded Routal, the company he has been running ever since, which applies artificial intelligence to plan and optimise logistics routes. Its algorithms help companies such as Alfil Logistics and improve the efficiency of the home care service at the Sant Joan de Déu Hospital.

TB: What is the goal of your project?

XR: To simplify last-mile operations to achieve maximum efficiency for our customers.

TB: What stage is the project at and where do you see it in two years’ time?

XR: We are in a phase of growth and internationalisation. The last mile problem is global and affects all cities around the world. Fortunately, the level of digitisation among logistics companies is still quite low, which creates a great opportunity. In two years’ time, we hope to continue growing and helping thousands of companies.

TB: That’s a great idea you’ve had.

XR: Involving the recipient of the goods as a key player in the success of a delivery, especially in e-commerce. When you share accurate information with customers, they will do “whatever it takes” to be at home (or suggest alternatives) and receive the package. This significantly reduces failed deliveries, which improves efficiency, margins and the perception of service levels. Ultimately, it makes customers happier and more loyal.

Logistics can be a differentiating factor and a source of value for companies with a simple WhatsApp message saying ‘we will arrive between 10:00 and 10:30’.

TB: What has been your biggest challenge?

XR: Knowing how to navigate a digital product with low-quality customer data. Specifically, helping companies in Costa Rica, where there are no street names, but rather references such as ‘next to the tree’.

Digitalising a country where something as basic as a street name and number does not exist creates an additional task for technology. First, you have to know where to deliver in order to then improve the efficiency of your delivery business.

TB: The best advice you have received.

XR: Knowing how to say no. As entrepreneurs, we see opportunities everywhere, but knowing which battles to fight is one of the qualities that makes for great businesses.

TB: A role model.

XR: Javier Recuenco. I don’t know him personally, but what he says, how he says it and, above all, the thinking behind everything he says is incredible.

TB: A technology that will shape the future.

XR: Not to mention artificial intelligence (again), I think one of the technologies that will shape the future will be humanoid robotics. In the coming years, we will see a boom in humanoid robots responsible for doing heavy, low-value-added tasks. I predict that they will have a very significant impact on logistics.

TB: A start-up or company.

XR: Navladis, owned by a good friend of mine. They make foldable containers that tackle a very important problem: the transport of empty containers. Something easy to understand, but very difficult to execute. An incredible product.

TB: What helps you disconnect?

XR: With three children, my time is divided almost equally between business and family.

TB: A book to recommend.

XR: ‘Thinking in systems’ by Donella H. Meadows. A basic book that changes the way you think.

TB: A series, film or song that defines your life right now.

XR: Huntr/x K-Pop Demon Hunters. I’m fighting my own demons, but I’m sure everything will turn out fine. I suppose this recommendation is my eldest daughter’s fault.

TB: A recipe, a restaurant.

XR: Grilled Palamós prawns. Few things beat this dish. As for a restaurant, Dos Palillos.

TB: A place in the world.

XR: Barcelona. I haven’t found a better city to live in yet.

TB: Where would you invest 100,000k?

XR: In setting up a start-up. It’s the best learning investment you can make in your life.

TB: If you weren’t an entrepreneur…

XR: I’d be thinking about how to become one. Entrepreneurs are special and we like to create things.

TB: What does Tech Barcelona mean to you?

XR: A place to connect with Barcelona’s entrepreneurial ecosystem.