Connie Li: Information power
By Heidi M. Pascual
As a woman and as a minority, Connie Li knows firsthand how difficult it is to pursue a dream in the United States.
However, she acknowledges the opportunity for those with the right skills and qualifications. She also cites
government programs supporting businesses geared toward global technology. "If we work hard, work intelligently,
and make good use of the resources, I think we can succeed," she said in an interview with Asian Wisconzine.
Connie Li is the founder, president and CEO of TrafficCast and president of TranSmart Technologies. While
TranSmart Technologies is a consulting firm that deals with conditional traffic engineering work, TrafficCast
delivers personalized traffic information to consumers, enterprises and government, in partnership with various
technology and application sources.
Originally from Beijing, China, Li earned a five-year engineering degree in 1988 from what she described as "the
best engineering university in China — Chingha University." “In that university, only about 18 percent were women
who entered in 1983," Li recalled. She then earned her master's degree in traffic engineering in Japan. "I feel
pretty proud of myself when I was in Japan because I think I was the first woman who got a master's degree in traffic
engineering in the hundred years of this field." In 1994, she completed her Ph.D. from the University of Illinois-
Chicago.
Traffic engineering is a field that mainly resides with civil engineering. "It is like doing a highway geometric
design: traffic signal designs, the timing, capacity, and the latent use," Li explained. "Then you decide whether to
add a new highway. Planning and transportation are always together. We need to analyze the congestion levels
and make decisions whether to build a new highway or we need a better management."
In 1995, Li and her husband — also an engineer — moved to Madison, after a brief stay in Boston, Mass., where Li
worked for a transportation engineering consulting company while her husband taught. "I quit my job there and I
moved to Madison with him," Li recalled. "He has been teaching at UW since then."
Starting TranSmart
The move to Madison apparently inspired new ideas for Li. It was time to pursue her dream. "When I was a
student, I had this long-time dream of opening my own business," she said. "With the market situation, I thought
maybe it's time to do something on my own. So I took my professional engineer's license and then I registered my
company, TranSmart Technologies, in 1996. At that time, of course, it was just myself. TranSmart Technologies is
a consulting company that contracts with both state and federal Departments of Transportation."
Transmart Technologies' contracts deal with traffic engineering work. "It includes road design, traffic signal design,
corridor study, capacity analysis, those types of things," Li explained. "I did the job by myself for two years, then I
started hiring employees." Around this time, Li realized the need to separate the technology side of her business
from its consulting function. "TranSmart developed the initial technology, but because it is a consulting firm, the
client side of the business model is quite different," she said. "So, we decided to form another company,
TrafficCast, and keep the two companies separated." The companies are housed in two different buildings along
Coho Street in Madison, Wis.
TrafficCast
TrafficCast started as a company providing real time and predictive traffic information to devices such as laptop
and desktop computers, mobile phones, GPS navigation system, radio, TV, and websites. "The GPS system
currently gives you what we call 'static information' which is mainly the digital map," Li continued. "It gives you the
travel time but its calculation is basically based on the speed limit. What we do at TrafficCast is to keep the
dynamic traffic assignment in real time in sync with those devices. Currently we are B2B (business to business). We
don’t go to customers directly. We are sending all our information to Yahoo, to Google, and they develop their
applications and they send the applications to end-users. The majority of our clients belong to these sectors: first
one includes Yahoo and Google; second, the mobile phone companies; third, navigation companies that are
setting the GPS system. Next are TV and radio stations; then, logistics companies that provide information to
trucking companies; and we also sell data to the government."
In less than 10 years, TrafficCast has grown exponentially. It is one of only three companies nationwide in the
same line of work and the only one in the state of Wisconsin. It has expanded internationally as well, branching out
to China and creating another separate entity, called TrafficCast China. "In Madison, we have 11 employees and
another 11 in China," Li said, "but if we talk about the whole business, we now have about a hundred people
altogether. We may have one or two part-time, but mostly full-time. Many of them are engineers."
How did she do it? Li explained that while she's the sole owner of TranSmart, she has lots of help at TrafficCast and
that she's not alone in her efforts to be a business success. "I have partners, like in TraffiCast China (now TrafficCast
International), I have investors, and co-founders," she said. "I also have top managers working with me."
Partnering with satellite systems is a must. "Yes, we have to. Our strength is collecting the data and aggregating
them, like the means to transfer the data from our server into the device. I think that is our contribution to our
industry."
Convincing investors was a struggle that she keeps reminding herself. "That's not an easy process, especially as a
woman and a minority," she sighed. "We closed our Round A last May and we are in the extension … right now,
probably we're close in November, and after six months we'll go to our Round B — venture capital. I think the
company is reaching that stage, that it needs money to speed up and take off."
Li has a tip to other entrepreneurs when taking investors' money. "When you take the investors' money, you don't
want to take just ‘any’ money, you only take the ‘smart’ money. Smart money means they can provide you the
expertise — in financial, in your industry, in the legal side — to really help you grow your business. All my investors
are very, very helpful."
Challenges
As all other businesses, big or small, TranSmart and TrafficCast face a number of challenges, some similar and
others unique to the business. "I think overall, you need to be the best on the technology side." Li emphasized. "You
need to pay attention to your IT and beef up your assets. Funding is another challenge. Even if you have a lot of
great ideas but you don't have money, how could you realize your ideas? Funding for me is important. Also, a lot of
times we forget about the branding of the product, marketing and public relations. You are so focused on the
technical side and you forget about the other side. We need to strengthen our program on that side. I think as a
minority and a working mother, the real challenge is, you need to work extra hard to be recognized and to be
trusted. Women and minorities have great talents, but people may not view us naturally, so you need to prove
yourself. Another challenge is business growth. I am very proud of myself in bringing my company to this stage, but I
can foresee that from now on, we are going to take off, and the growth will be exponential. And when you grow,
there are lots of challenges: your cash flow, the people you hire, and the sales and branding marketing programs.
You have to be very sensitive to the market and also very flexible and very sensitive about every small movement
you are going to make. So you have to be very strategic. And in the meantime, you have to be solid in your
operation."
Li's plan is for TrafficCast to remain on top as far as its technology offering. "You got to be in the leading position
in the technology and always keep moving," she said. "Second, you have to provide and maintain high quality
service. You don't get your product sold and then you forget about it. We also do operation and maintenance. Then
the other important thing to attract clients is: 'Don't over-promise and under-deliver.' Always under-promise and over-
deliver. For a short term they may believe you, but after a while, they would say: 'Oh you over-promise and under-
deliver,' then you lose that client."
Beyond business
Li sees her work as her contribution to society while at the same time it gives her satisfaction and enjoyment.
Many of her company's services are easily recognizable. "I love what I'm doing and through my work, I contribute a
lot to the people who are traveling everyday," she said. "I'm helping commuters to be on time. For instance, I'm
helping the fleet/trucking industry to deliver their goods on time, so that will move the economy actively. By
reducing congestion, I am contributing to a clean air, because our service will tell you how fast you should get from
one point to the other. If there is an accident ahead of you, what's the alternative for you to take? If you're going to
the airport, you can check on the traffic so you will not miss your flight. You can also use our service to determine
your departure time. If you're going to a new city and you don't know the travel time, you can come to my system
the night before, and see, 'Oh, it takes me an hour,' then you can decide when you should depart in order not to be
late."
When she's not at work, Li is busy with her two children, nine- and seven-year olds, as well as helping minority
communities. "I like to contribute anyway I can to support minority communities," she said.
The ever-positive person that she is, Li thinks the future is great for women- and minority-owned businesses. "Even if
you're a working mother and a minority, if you have a dream, just go out there, don't wait. If you try, you'll see you'll
get there!" she exclaimed.
Determination is indeed a key ingredient to succeed; however, having information power at this time and age gets
Li ahead of everybody else.
As a woman and as a minority, Connie Li knows firsthand how difficult it is to pursue a dream in the United States.
However, she acknowledges the opportunity for those with the right skills and qualifications. She also cites
government programs supporting businesses geared toward global technology. "If we work hard, work intelligently,
and make good use of the resources, I think we can succeed," she said in an interview with Asian Wisconzine.
Connie Li is the founder, president and CEO of TrafficCast and president of TranSmart Technologies. While
TranSmart Technologies is a consulting firm that deals with conditional traffic engineering work, TrafficCast
delivers personalized traffic information to consumers, enterprises and government, in partnership with various
technology and application sources.
Originally from Beijing, China, Li earned a five-year engineering degree in 1988 from what she described as "the
best engineering university in China — Chingha University." “In that university, only about 18 percent were women
who entered in 1983," Li recalled. She then earned her master's degree in traffic engineering in Japan. "I feel
pretty proud of myself when I was in Japan because I think I was the first woman who got a master's degree in traffic
engineering in the hundred years of this field." In 1994, she completed her Ph.D. from the University of Illinois-
Chicago.
Traffic engineering is a field that mainly resides with civil engineering. "It is like doing a highway geometric
design: traffic signal designs, the timing, capacity, and the latent use," Li explained. "Then you decide whether to
add a new highway. Planning and transportation are always together. We need to analyze the congestion levels
and make decisions whether to build a new highway or we need a better management."
In 1995, Li and her husband — also an engineer — moved to Madison, after a brief stay in Boston, Mass., where Li
worked for a transportation engineering consulting company while her husband taught. "I quit my job there and I
moved to Madison with him," Li recalled. "He has been teaching at UW since then."
Starting TranSmart
The move to Madison apparently inspired new ideas for Li. It was time to pursue her dream. "When I was a
student, I had this long-time dream of opening my own business," she said. "With the market situation, I thought
maybe it's time to do something on my own. So I took my professional engineer's license and then I registered my
company, TranSmart Technologies, in 1996. At that time, of course, it was just myself. TranSmart Technologies is
a consulting company that contracts with both state and federal Departments of Transportation."
Transmart Technologies' contracts deal with traffic engineering work. "It includes road design, traffic signal design,
corridor study, capacity analysis, those types of things," Li explained. "I did the job by myself for two years, then I
started hiring employees." Around this time, Li realized the need to separate the technology side of her business
from its consulting function. "TranSmart developed the initial technology, but because it is a consulting firm, the
client side of the business model is quite different," she said. "So, we decided to form another company,
TrafficCast, and keep the two companies separated." The companies are housed in two different buildings along
Coho Street in Madison, Wis.
TrafficCast
TrafficCast started as a company providing real time and predictive traffic information to devices such as laptop
and desktop computers, mobile phones, GPS navigation system, radio, TV, and websites. "The GPS system
currently gives you what we call 'static information' which is mainly the digital map," Li continued. "It gives you the
travel time but its calculation is basically based on the speed limit. What we do at TrafficCast is to keep the
dynamic traffic assignment in real time in sync with those devices. Currently we are B2B (business to business). We
don’t go to customers directly. We are sending all our information to Yahoo, to Google, and they develop their
applications and they send the applications to end-users. The majority of our clients belong to these sectors: first
one includes Yahoo and Google; second, the mobile phone companies; third, navigation companies that are
setting the GPS system. Next are TV and radio stations; then, logistics companies that provide information to
trucking companies; and we also sell data to the government."
In less than 10 years, TrafficCast has grown exponentially. It is one of only three companies nationwide in the
same line of work and the only one in the state of Wisconsin. It has expanded internationally as well, branching out
to China and creating another separate entity, called TrafficCast China. "In Madison, we have 11 employees and
another 11 in China," Li said, "but if we talk about the whole business, we now have about a hundred people
altogether. We may have one or two part-time, but mostly full-time. Many of them are engineers."
How did she do it? Li explained that while she's the sole owner of TranSmart, she has lots of help at TrafficCast and
that she's not alone in her efforts to be a business success. "I have partners, like in TraffiCast China (now TrafficCast
International), I have investors, and co-founders," she said. "I also have top managers working with me."
Partnering with satellite systems is a must. "Yes, we have to. Our strength is collecting the data and aggregating
them, like the means to transfer the data from our server into the device. I think that is our contribution to our
industry."
Convincing investors was a struggle that she keeps reminding herself. "That's not an easy process, especially as a
woman and a minority," she sighed. "We closed our Round A last May and we are in the extension … right now,
probably we're close in November, and after six months we'll go to our Round B — venture capital. I think the
company is reaching that stage, that it needs money to speed up and take off."
Li has a tip to other entrepreneurs when taking investors' money. "When you take the investors' money, you don't
want to take just ‘any’ money, you only take the ‘smart’ money. Smart money means they can provide you the
expertise — in financial, in your industry, in the legal side — to really help you grow your business. All my investors
are very, very helpful."
Challenges
As all other businesses, big or small, TranSmart and TrafficCast face a number of challenges, some similar and
others unique to the business. "I think overall, you need to be the best on the technology side." Li emphasized. "You
need to pay attention to your IT and beef up your assets. Funding is another challenge. Even if you have a lot of
great ideas but you don't have money, how could you realize your ideas? Funding for me is important. Also, a lot of
times we forget about the branding of the product, marketing and public relations. You are so focused on the
technical side and you forget about the other side. We need to strengthen our program on that side. I think as a
minority and a working mother, the real challenge is, you need to work extra hard to be recognized and to be
trusted. Women and minorities have great talents, but people may not view us naturally, so you need to prove
yourself. Another challenge is business growth. I am very proud of myself in bringing my company to this stage, but I
can foresee that from now on, we are going to take off, and the growth will be exponential. And when you grow,
there are lots of challenges: your cash flow, the people you hire, and the sales and branding marketing programs.
You have to be very sensitive to the market and also very flexible and very sensitive about every small movement
you are going to make. So you have to be very strategic. And in the meantime, you have to be solid in your
operation."
Li's plan is for TrafficCast to remain on top as far as its technology offering. "You got to be in the leading position
in the technology and always keep moving," she said. "Second, you have to provide and maintain high quality
service. You don't get your product sold and then you forget about it. We also do operation and maintenance. Then
the other important thing to attract clients is: 'Don't over-promise and under-deliver.' Always under-promise and over-
deliver. For a short term they may believe you, but after a while, they would say: 'Oh you over-promise and under-
deliver,' then you lose that client."
Beyond business
Li sees her work as her contribution to society while at the same time it gives her satisfaction and enjoyment.
Many of her company's services are easily recognizable. "I love what I'm doing and through my work, I contribute a
lot to the people who are traveling everyday," she said. "I'm helping commuters to be on time. For instance, I'm
helping the fleet/trucking industry to deliver their goods on time, so that will move the economy actively. By
reducing congestion, I am contributing to a clean air, because our service will tell you how fast you should get from
one point to the other. If there is an accident ahead of you, what's the alternative for you to take? If you're going to
the airport, you can check on the traffic so you will not miss your flight. You can also use our service to determine
your departure time. If you're going to a new city and you don't know the travel time, you can come to my system
the night before, and see, 'Oh, it takes me an hour,' then you can decide when you should depart in order not to be
late."
When she's not at work, Li is busy with her two children, nine- and seven-year olds, as well as helping minority
communities. "I like to contribute anyway I can to support minority communities," she said.
The ever-positive person that she is, Li thinks the future is great for women- and minority-owned businesses. "Even if
you're a working mother and a minority, if you have a dream, just go out there, don't wait. If you try, you'll see you'll
get there!" she exclaimed.
Determination is indeed a key ingredient to succeed; however, having information power at this time and age gets
Li ahead of everybody else.
| Connie Li |