Welcome to Digital Doorways. I'm Jason Siegel, founder and managing partner of Bluetext. This show is about how change happens, inside markets, inside companies, and inside the people building them.

Today’s guest is someone I’ve known for over 20 years: Raj Ginne, CEO of EquipHunter.

Raj and I actually go way back. We were co-founders of an early startup together, UFollowUp, back in the early 2000s. We were young, figuring things out, and building during a completely different era of the internet before we sold that company in 2011. So this conversation is a bit of a full-circle moment for both of us.

Since then, Raj has spent years building and operating technology companies. And now he’s taken that experience into one of the most traditional, relationship-driven industries out there: used construction equipment.

We’re talking about a market where machines worth tens or hundreds of thousands of dollars still change hands with limited data, limited transparency, and a lot of “trust me, it runs great.”

EquipHunter is bringing structure into that process: data-backed pricing, verified buyers and sellers, inspections, escrow and a very different way of launching equipment into the market.

This isn’t just a conversation about heavy equipment. It’s about what it really takes to step into a legacy industry, earn trust, and build a marketplace where trust has always been offline.

Raj, welcome to Digital Doorways.

Origin & The Problem

1. Take me back to the beginning. You're a tech executive — software, enterprise systems, Microsoft 365. At some point you looked at the used construction equipment market and said "I want to build a business here." What was that moment? What did you see?

2. The used heavy equipment market is enormous — we're talking hundreds of billions globally — but it's also incredibly fragmented and old school. Most transactions still rely on personal relationships and gut feel. Before you built anything, how did you validate that this was a real problem worth solving and not just a market that was fragmented on purpose?

3. You stepped into the CEO role at EquipHunter in late 2025. What was the state of the business when you took over, and what was the first thing you changed?

The Platform

4. When a seller lists a piece of equipment on EquipHunter, what happens in the first 72 hours that fundamentally changes the outcome compared to a traditional listing or auction?

5. You've built AI-driven valuation tools into the platform. In a market where a 2018 Cat 320 excavator's value depends on maintenance history, hours, location, and who's buying — how confident are you in AI's ability to get pricing right, and what happens when it's wrong?

6. This 72-hour launch window—what did you see in the market that made you believe urgency and structured exposure, not just listings, were the missing piece?

7. You built KYC and KYB verification into the platform — Know Your Customer, Know Your Business. In an industry built on handshakes and personal relationships, that's a significant friction point for users. How did you decide where to enforce trust versus where to let the market self-regulate?

Market & Competition

8. When you're talking to a seller who's been using the same auction house for 15 years, how do you position EquipHunter—as a replacement, or something else?

9. Marketplaces live and die by liquidity — you need enough supply to attract buyers, and enough buyers to attract sellers. It's the classic chicken-and-egg. Where did you start, and how are you thinking about that flywheel right now?

10. Your pricing model charges sellers 8% plus a $499 admin fee, and buyers get in free. That's a deliberate choice to subsidize one side of the marketplace. Walk me through that decision — why the seller, and is that model holding?

and much much more...