Women in Logistics: Joyce Coleman
70% of motor carriers operate a single truck. Joyce and Billy’s story is both unique and familiar. They have seen the ups and downs of the industry over the last 16 years. Joyce manages the books, Billy drives, and they both work on loads together.
I was lucky enough to get a call from Joyce Coleman in 2023 (just a few days after Convoy closed their doors). Joyce and her husband, Billy, had been pulling a Convoy trailer and needed a replacement ASAP.
We were able to set up an interchange with CRST out of Ellenwood, GA. While setting up the interchange we got to chatting and I’m so glad we did. I caught up with her this week to learn more about their story.
How did you get your start in the logistics industry?
“The Purple Bucket”
We started in 2009. Billy got his CDL at Dekalb Trucking School. We initially worked for large fleets and saved up everything we could. We bought our first truck for $1,500 in Jacksonville, Florida. It was a purple Freightliner, lovingly referred to as the “Purple Bucket”. After we bought it, we rolled in on fumes to our home in north Georgia. That first truck taught us a lot about maintenance. Billy got it running right and we built our business. Over the next ten years, we learned some hard lessons. We signed on with some bad carriers, went through a bad lease to own deal, and picked some tough projects. We kept going though. Persistence is definitely a theme for us.
What do you see as the biggest challenge facing small trucking companies?
Dealing with brokers can be a challenge, especially in this market. With brokers, we have to split the revenue for a load. Then we have to split our gross with fuel, maintenance, insurance etc. So, you think you can go direct to the shipper. You may do okay here and there. However, big shippers can’t split work with one truck at a time. If the government would set flat take rates it would be so much easier.
Everything in the country gets moved by a truck at some point. It is hard enough as it is. There is no parking (not as much as there used to be) and you always have people trying to get into your pockets. It is crazy how many companies are built on the backs of owner-operators. Laws need to be passed to support drivers on the road.
What is the best part of owning your own truck?
After the ELD mandate, owner-operators have so much more independence. We set our own schedule, pick our loads, choose our breaks, and schedule deliveries. Same for vacation. If you want to break for a month, you can plan it and do it. We also have control over our cash flow. We can choose to sit and wait if the loads aren’t good, or run harder when there are good loads out there.
How did you find REPOWR?
It was pure luck. After Convoy closed and they needed their trailer back, we thought we might have to shut down. I was online looking for trailers and I saw REPOWR on Schneider’s website. That is how we got here. It was so much easier with REPOWR! Our credit wasn't great and other lease/purchase rates were so high.
What does REPOWR do for your company?
Getting trailers through REPOWR has allowed us to keep our costs down while we save for our own trailer. We were not quite ready when Convoy shut down. We are on track to buy our own trailer soon. If we ever add trucks, we know we can get a trailer through REPOWR.
What are you most excited about for 2024?
We’re buying a dry van later this Spring. Billy is usually on the road for a week at a time, but we’ve been running hard this year. We’re going to keep going, sell some of our older equipment, and then take it back to three or four days a week.
Do you have a favorite broker or shipper?
C.H. Robinson has been great because they keep meticulous books. There is never any question about the finances and we get paid correctly and timely. My husband doesn’t always like the rates, but they are professional and do a good job.
You can connect with Joyce and Billy Coleman at Coleman Logistics via email: joy2ga@comcast.net
-Miller Brown, Marketing-
