How can trunk rental company Penske apdapt to the future of self-moving ?
This rebrand project was inspired by the struggle of Penske Truck Leasing, one of the leading truck rental companies. The project asked how the brand could adapt to the future of living which directly affects their target audience. In this project I incorporated trend research, market analysis and user research to direct the next playbook for the brand.
Product 7 Summer 2017 Instructor: James Chu
STEEPX Trend Research
Brand: Penske
Shu Ou |Prd 7
Shu Ou |Prd 7 |Week 2
Body Wisdom, Self-Confidence The boom of fitness all over social media has made us aware and anxious about our body more than ever before. People will start finding a healthy balance between food, body and mind. Finding their own wellness will be more important than their social media body.
Social Trend
Mental Wealth The world is experiencing critical mass with depression. It has become a priority to develop inclusive health care for mental health for all gender and race.
Gender Barrier is Breaking Down P The culture is marching on and gender is no longer a rigid binary. People are more respecting and encouraging how one define their own sexuality.
Replacement of Workers, Robot and Human Collaboration? T E P The progressing growth of A.I. and automation will impact our daily life. There can be 49% of worker activities be automated stated by McKinsey. To adapt to the upcoming automated world and create a co-work relationship with machine might be the next revolution.
Shu Ou |Prd 7 |Week 2
Alternative Media, Condensed Information The boom of fitness all over social media has made us aware and anxious about our body more than ever before. People will start finding a healthy balance between food, body and mind. Finding their own wellness will be more important than their social media body.
An Aging World
Social Trend
Senior population will keeping growing globally.
Rapid Urbanization, Smart Urban Living Urbanization is not a modern phenomenon and the transformation will keep growing on a global scale. Integrating technologies to create a sustainable and comfortable living environment has raised interest among stakeholders.
The Future is Female 2.0 Women will keep fighting for their right and equality. And the capability and personality of an individual will no longer tie with their gender.
Shu Ou |Prd 7 |Week 2
Robot and human collaboration to solve the painpoint for human workforce in moving industry.
Social Opportunity
Understand the needs for senior population. Break the gender stereotype from the industry
Shu Ou |Prd 7 |Week 2
Machine Learning, Cognitive Intelligence Artificial intelligence would learn like people without explicit instruction. This will dramatically speed up the progress of any form of automation. (DeepMind/ OpenAI/ Google/ Mobileye)
Data is Valuable Asset
Technology Trend
The insights from data analysis have become an important factor to drive decision among various field such as business and policy. The technology is seeking a more empathetic information which could also be communicated effectively.
Immersive Experience, Mixed Reality Booming development of VR/ AR and the applications go beyond gaming. An experience at an public event will more likely to become popular first before everyone own their personal headset.
Interconnectedness of Smart Home Your home devices are not only smart but also understand you. These smart tool are bridging your life among home, work and the city. However the connectivity also opens threat for to cyber attack.
Shu Ou |Prd 7 |Week 2
Cyber Threats
S P
The outbreak of hacking intelligence online for the past few years has raised great concerns of cyber security. The threats impact globally from personal privacy to national war.
Sensory Integration
Technology Trend
We’re interacting with our devices more intuitively through our sense such as eye tracking, voice, touch, gesture, etc.
Cloud-First Data storage, computing, or even concepts will happen on the cloud first. Physical environment and local hardwares are losing their necessity.
Traditional Shopping are Changing
Shu Ou |Prd 7 |Week 2
Technology Opportunity
Use data analysis to understand the pain points and behavior from the users.
The inter network will create a bigger picture of the deployment which help reduce redundancy.
Provide seamless and convenient experiences for consumers and the company through the connectivity between platforms and tools.
The system will be able to train itself through collected data.
Shu Ou |Prd 7 |Week 2
Resource Stress The speeding exploitation for raw materials with the growth of population and economy has posed a threat on resource depletion.
Environment Trend
Circular Economy is a Must A linear business model will waste huge amount of energy, labor and material. Companies are considering the lifespan and usage of a component and aim to create a sustainable model.
Renewable Energy The cost of extracting fossel fuel and its environment impact has become dramatically high. Business and governments are urged to find a sustainable and clean solution.
Shu Ou |Prd 7 |Week 2
The Urgency of Climate-Change Mitigation
P T
The Paris Climate Agreement sends a clear signal it’s an effort we need from global stakeholders. befor the environmental impact is too high human being can afford.
Environment Trend
Consciousness E Consumers are more aware and eager to know the environmental impact of the product they purchased. Organizations and company are making efforts for third party certificates.
Shu Ou |Prd 7 |Week 2
Examine current business model and aim to create a circular system.
Environment
Invest and conduct renewable energy. Communicate of its environmental impact to the user.
Shu Ou |Prd 7 |Week 2
Local Economies and Communities The new trade will focus on building local connection. This new localism will help form community which resonate with the brand.
Explosion of On-Demand Service
Economy Trend
T
There’s a growing popularity that rely on internet summon services. It provides wide range of necessities from meal to transportation. People could simply order things/ services online through your mobile phone or tablet.
Everything As-a-service Tradition product which enveloping everything from hardware to software will be deliver as a service in the business ecosystem.
Tech-Savvy Boomer Baby boomers are more tech-savvy than their parents’ generation. They are adapting the new technologies such as sharing lifestyle through digital platform.
Shu Ou |Prd 7 |Week 2
Find Your Own Tribe Well-known brands are no longer appealed to consumer especially to younger generation. Consumer are more identified with the value a brand represent.
Communal Living, Collaboration economy
Economy
S T E
Sharing economy aims to optimize resources and create profit. People are not only sharing goods and services but also their living/working environment. This model also facilitates communities to form.
Trend
Shu Ou |Prd 7 |Week 2
Connect local workforce and needs. Adapting existing technology(ex: Google Map) to create accessible service.
Economy Opportunity
Provide platform to share storage, vehicle or any related resources. Provide service to donate unneeded good to NGO like Goodwill.
Shu Ou |Prd 7 |Week 2
Domestic Development Globalization will keep having major impact in the world. However, this situation creates awareness and action to invest in domestic growth.
Green Energy Will Prevail
Political Trend
Climate-change mitigation has become a common goal for world emitters across public and private sectors. Companies in the US have urged the Trump Administration to uphold the agreement.
Cyber Warfare The tension between the US and Russia has heat up in security world.
Political Polarization America (so as a few western countries) has reach a critical point of political division. There’s a vast gap between conservative and liberal; Republicans and Democrats.
Violence and Uncertainty Large number of countries are exposed to terrorism and political violence.
Shu Ou |Prd 7 |Week 2
Help push the policy for clean energy.
Political
Create opportunity for local workforce.
Opportunity
Shu Ou |Prd 7 |Week 2
Cars Will No Longer Need Us Growing development for self-driving vehicle in car industry.
Shortage on truck drivers
Moving/ Logistics Trend
The long-haul truck industry was once a well-paid, middle class job, but now is reportedly shortage about 50,000 drivers in America and from official prediction the number will increase to 90,000 in the near future.
Implementation of Customer Relationship Management The moving industry is implementing engagement analytics to understand their interaction with their customers.
Maintenance Data Matters Truck and engine manufacturers has been collecting engine date for the past few year in order to improve their maintenance routine.
Shu Ou |Prd 7 |Week 2
RFID, technology to track inventory Increasingly use in logistics industry which provide information and status of individual item.
LIDAR System, Detect Detail Data About Surrounding
Moving/ Logistics
Has been adapt to autonomous car to receive the information of its surrounding.
Trend Revival of The Housing Market This might drive the service of relocation.
Robotic/ Share Economy/ Delivery Drones
Shu Ou |Prd 7 |Week 2
Moving/ Logistics Trend
Relationship with users
Self-driving truck
Truck condition
Optimize with related market (relocation/logistics/storage)
Shu Ou |Prd 7 |Week 2
Consumer Archetypes
Shu Ou Product 7 Wk3
Laggards
Late Majority
Early Majority
Early Adopters
Innovators
1. Integrate technologies to enhance the business 2. Homey customer engagement 3. An active role of its environmental and social responsibility
Startups
Corporate
Freelance (With certain Traditional specialties or business beliefs) Risk averse
Small business Risk-taker
Personal use (young) Freelance
STEEPX (Next Step)
Personal use (elder)
Adoption Curve Shu Ou. Wk3. Consumer Archetype
Blue-Ocean Practitioner Innovators/ Early Adopters 25-42 years old Lives in a studio in urban area Always-on working mode Still active on Twitter Well connected, always looking for collaborating opportunities, few of his/hers startup companies didn’t survive Never care to finish his/hers college degree. Sell his/hers car two years ago and has never owned one ever since
Audacious Resilient Self-driven
Collaborative Eager Born Scouter Shu Ou. Wk3. Consumer Archetype
Their needs?
Opportunities
Flexibility. Digitalization. Efficiency
The Shipper A startup based in LA with 9 employees. The company provide plant-based meal delivery service. The company delivers ~ 2500 meals/ month. Easy to customized is one of their value proposition.
near term
Huge local provider connections Flexible sourcing to coordinate between vendors and buyers
future state
Transform sophisticated warehouse management to digital platform and integrated automation.
Pain Points Oftentimes need contingency plan for sourcing food in very little notice. The management of food warehousing and delivery is challenging. Shu Ou. Wk3. Consumer Archetype
#Moving College Student Early adopters/Majority 16-24 years old Share house/ apartment in the city Work part time Heavy Instagram/ Snapchat/ Facebook users. Trust Yelp more than their teachers Text in Gif/ meme/ emoji Work hard play harder Income: $500 - 1800
Flexible Sociable Tech-savvy
Exhaustlessly energetic Unstoppably curious Knowledge-seeking Shu Ou. Wk3. Consumer Archetype
Their needs?
Opportunities
Budget. Simplicity. Interface. The Shipper Not a constant consumer. Use the service to move to new living situation, normally just personal belonging and a few furniture.
near term
Provide tools for one-time user to reduce packaging materials waste.
Pain Points Has limited budget, and not sure what’s the right tool and vehicle for themselves. Service is needed once in a while, packaging materials often become disposable.
Provide suggestion for moving plan and use interface to communicate visually.
future state
Penske pool. Connect the consumers who have similar needs to share tool or vehicle to lower their cost.
Shu Ou. Wk3. Consumer Archetype
Orchestrated Chief Early Majority 48- 62 years old Lives in commuter town Has been accused workaholic by their spouse Hate to miss daily routine: Wake up at 5:25 am, read politics and finance section of NYT, eat 2 boil eggs and go jogging Direct company’s playbook, responsible for managing both the revenue and cost elements of a company’s income statement.
Calculating Sophisticated Strategic
Risk-averse (Compare to entrepreneurial venture) Negotiator Well-informed Shu Ou. Wk3. Consumer Archetype
Their needs? o t
i en. ob
t.
Opportunities licable.
The Shipper A consumer product manufacturer which has complicated supply chain. Their products are shipped globally.
near term
Bigger force for environmental impact.
Pain Points The business model is large and pretty much fixed, any implementation take long procedure to integrate, growth is sometime incremental. Warehouse management and tracking is painful.
Let Penske handles the painful transportation and warehousing management.
Create visual tools to understand and communicate how the system is doing. future state
Integrated automation
Shu Ou. Wk3. Consumer Archetype
Work-Family Superwoman Early Majority/ Late Majority 35-45 years old Lives in urban area Work - family balance Love yoga, cooking, hiking and mommy group chat. #1 fan of her son’s baseball game Care about the future environment for her kids Wish to have a little “Me” time Income 70k-130k
Responsible Productive Caring
Multitasker Brave Environmental Conscious Shu Ou. Wk3. Consumer Archetype
Their needs?
Opportunities
Safety. Reliable. Ease of Use. The Shipper The shipper needs to pack and move the entire household to another city.
near term
Humane customer service as a professional coach and your friend next door.
Pain Points
Suggest a comprehensible plan.
The consumer has no experience driving a truck which worry her, especially she’s moving with the kids.
Provide access to recycle or donate the unwanted furniture/ valuables to the right place.
She’s not sure what are the suitable equipments and truck. She has a lot of old furniture and doesn’t know where they should go. Packing is painful and create a lot of waste due to its one-time use.
Provide reusable moving materials or other solutions. future state
Autonomous truck to ensure safety.
Shu Ou. Wk3. Consumer Archetype
Doc the Gearhead Laggards 40 - 60 years old Lives in suburban area Strong local connection Very knowledgeable especially anything about cars, the locals call him Doc. Love fixing cars, furniture renovating, reading. and appreciate well-made craft Thinks social media is a joke Income $40k~75k
Skillful Knowledgeable Hardworking
Reliable Value tradition Opinionated Shu Ou. Wk3. Consumer Archetype
Their needs?
Opportunities
Professional. Local. Trustworthy The Shipper The shipper has no intension to use Penske. However the shipper uses logistic service constantly to get hardware for his small gear manufacture shop.
Pain Points He has his own go-to guy for shipping which sometime limited the efficiency. He might have to shut down the business when automation has replaced most professions.
near term
Become Penske’s specialist. Create digital platform for local resource which might create domestic growth.
future state
His specialties could become a valuable workforce in the age in need of robot human collaboration.
Process innovation
Product Performance
Product System
Use a completely different methodology to create a dramatic change of process compare to the industry norm.
Create long-term advantage of product’s value, feature and quality which others can’t compete.
How product and service are well connected to create a solid and scalable system
Zipcars
OXO Good Grips
MS Office Shu Ou. Innovation Research. Wk3
Service Innovation
Channel Innovation
Common examples of Service innovations include product use enhancements, maintenance plans, customer support, information and education, warranties, and guarantees.
Immersive ways to connect company’s offering with consumers.
Zappos
Niketown Shu Ou. Innovation Research. Wk3
SWOT/ Consumer Research
Shu Ou Product 7 Wk4
S Touch Points - Vehicle - Service Performance - Customer Service - Press Release - Annual Report
Second largest automotive dealership group Provide full service from maintenance/ leasing/rental and used truck sales Strong reputation in the market and good brand visibility Experienced logistics service
- 26,000 workers worldwide - Revenue $US5.6 billion(Penske Truck Leasing Co., L.P.) - Operate in the US , Canada, Europe and South America - 2,000 consumer truck rental locations across the United States and Canada
Strong network for sourcing and transportation Warehousing management
W Not well known for household use Slow adaption on digital platform No presence in Asia and Africa
O
T
Expand revenue at existing locations
Growing competition
Develop channel for household used user to increase consumer recognition
Digital-native rivals
Online platform User centric household use Collaborate with other retail company to expand locations mprove energy efficiency and invest in clean energy
Heavily use of fossil fuel Technological changes are affecting the industry. Intensifying truck driver shortage Environment and government regulation Self driving/ automation technology (threats for logistics driver)
S Touch Points - Point of Service Display - Website - Vehicle - Customer Service - Rental Service
Market share leadership
Low-rated customer service
Global brand-name recognition
Slow market growth
Strong domestic market
Weak digitalization
Reasonable price especially compare to moving company Existing distribution and sales networks
- Market share leadership - Total company revenue $ 3.07 billion -Distribution throughout US and Canada with 21,000 locations - 18,000 employees - Operates over 44 million square feet of self-storage space
W
Experienced business units Entrenched position and high barriers to entry
O Peak-Moving period for Millennial Increased need in selfstorage business Customized and instant customer service nergy efficiency/ Clean energy Digitalization
T Competitive market Digital-native rivals Heavily use on fossil fuel Future cost structure of its retail distribution
S Touch Points - Website - Vehicle - Customer Service - Digital Channel - Youtube - Mobile
complete and exi le eet solutions including truckrelated transportation services and supply chain management
No new customer growth Unsteady financial performance High debt level
Strong industry recognition Provide network of maintenance facilities and trained technicians Continually updating their information system
- 33,100 employees - Total company revenue $6.57 billion eet anage ent b ine - Operates in North America, UK, and partly Asia
W
Growth slows down due to lack of new product development Hard to attract and retain drives and technicians Weak recognition for consumer use
Friendly interface
O Long term contract Emerging logistics market in sia acific area Upcoming technology in transportation industry Strategic acquisition
T To meet the regulation worldwide Digital-native rival he uctuating rates of foreign exchange Supply chain segment could be affected y weather easily Heavily rely on fossil fuel Drivers shortage, aging workforce Self driving/ automation technology (threats for logistics driver)
S Touch Points - Product(trailer/container) - Service performance - Customer Service - Website - Online advertising
Someone else does the driving
Not all the places can park a trailer
Allow consumer to have wider time frame, no need to stress out
More expensive than renting out a truck and driving it yourself
fforda le price Pay for the space you use Compare to other moving company, much faster way to move long distance.
ABF Freight System - Revenue $1.73 billion (2011) - 10,000 employees - In all 50 states, Canada and Puerto Rico. (U-Pack)
W
Promise of safe, clean, and durable equipment
Dense information from its website which is hard for user to navigate. Weak brand recognition Few bad reputation of the delivery process and reliability Inconsistent contracted employees Novice business unit
O Conduct technology to navigate the process, make sure the environment will be suita le for the trailer. Conduct technology to assist driver to ensure a smooth ride Intuitive interface Visual record of the delivering process
T Competitive market Reliability concern from potential user Inconsistent service with contracted labor Unprovable responsibility of the damage during delivering process
S
W
On-Demand Local Movers
Touch Points - Mobile App - Service performance - Customer Service - Website - Online advertising
Connect local work force with people who need moving help Easy to use app fforda le price On user’s schedule Responsive customer service On-demand service Intuitive and friendly interface
- Chicago based, now only operates in Chicago, San Diego, Denver, and Seattle
Digital-native
Limited distance Larger household moving might have difficulties finding movers Hard to control the quality of contract workforce No channel to traditional consumer Weak brand recognition Novice to moving and transportation industry
O Collaborates with traditional moving company or truck rental to combine oth strength. Expand its market to larger region
T Bad review of inconsistent independent contractors Competition with experienced self moving usiness eg. U haul Cybersecurity (location) Unresolvable argument of damage
“I still need to work during the week, so time is very limited for me to pack”
The Move
User Interview
Shane Li Shane’s moving Shane’s an 20 something industrial designer who lives y himself. He is moving from Rosemead to osta Mesa. his is his first time using U aul. He has called couple of his friends to come help him.
Shane still has to work everyday. e needs to try his best to juggle with the time for moving. lot of stuff ended up in trash can since it’s too time-consuming to handle every single one of them. It was a bit scary to drive the truck for the first time, especially there s no instruction to guide him.
Why U-haul? “Are there any other option?”
“I’m not sure if anyone will want these, I don’t have time to post it online..”
Trash?
Who want these?
Moving supplies
All these items including shoes and home appliance which no longer function perfectly were thrown in the household trash can.
No need to keep but too wasteful to throw away. e s bringing them with him and deal with them later.
Moving supplies such as boxes and tapes are bought for moving, and a lot times ust use this one time.
“Hmm I can’t really see the back, and where’s the shifter?.”
Could you explain that again?
So where should I start?
A Little help from my friends
Shane is in a hurry and forget to reserve the truck, he ends up needs to go to two locations to get the truck. He also wasn’t quite follow what the plan includes while the staff was saying it.
There no obvious sign and instruction for drivers like him who don t have experience.
Moving is a team effort. Sometime it’s troublesome to bug people to come and help you. s one of Shane s friends said.
“Sometime you just can’t n a ing an yo a e to ca y t o e nit e o a bloc a ay About Moving
User Interview
Martin Baraja Sr. Martin Baraja Jr. Martin the pro Martin Sr. is helping his wife s colleague, a single woman who ust move in town, to move. He used to work for a moving company for years. Now ust sometimes helping some friends with his son.
People a lot of time don’t know what’s a good fit for their new space, and end up uying furniture that won t fit. They use gesture to communicate with his moving buddy to make sure they are on the same move. Martin finds parking a ig issue. he U-haul he rents today is parking by the red cur which worries him. e said sometime he needs to park a lock away and unload.
Why U-Haul? “We’ve used couple other company efore too, they re all pretty similar. Using U-haul just because it’s everywhere.
On the Same Page
Protection & Tool
Martin will use body language to notify his partner how he s going to move.
Martin uses a lot of wraps, blankets and straps to make sure the properties wont get damaged. Using proper tools are important. ollies are the must have for him, the tools make the task efficient and safe.
“There are always argument when we have disagreement about the condition of the vehicle while they return it” About Moving
Staff nterview
Logan McClain Working at U
aul for over a year.
U-Haul doesn’t have their own vehicle maintenance facilities. Normally they schedule the truck for maintenance routinely, so any emergency happens will need a third party technician. U aul suggest the consumers to fill up the gas themselves and make sure it’s clean while return the truck. owever, different definition of the conditions have created a lot of argument.
Future technology? “I’m not sure about self-driving, like we can learn from our mistakes and experiences, but how are machines gonna do that?”
“I’ve always used U-Haul, honestly, I don’t know any other brand”
About moving
User Interview
Sophie also needs to work during the week. She needs to manage her time etween work and pack.
Sophie Gana
She try to donate whatever she don’t need to Goodwill, but the process is tiring.
Housewarming party? .. Not so fast
It’s always she and her boyfriend who do the moving, she strongly feel the needs to have more people to help her.
Sophie is 25 years old and working in the entertainment industry. She has moved to her new place for 2 months from Glendale to ltedena. She lives in a house with other roommates. She has moved time for the past year. t s like hell , She said.
Future Technology? (About self-driving vehicle) “I’m probably ok if it’s on local street, I don’t think want to try it on highway.
“(Packing) I start very organized but at the end I just throw every thing in the box..”
“I hate packing in general and I hate unpack.. It’s been two ont an a lot o t a e still in the boxes”
Sophie tried to organize everything y room. ut at the end it s hard to categorized and she just put items in the oxes with room.
Unpack is a painful process, she had her family come over and help, but some o ects are ust hard to figure out where to go in the new environment.
Why U-haul? “It’s easy and the location just near me, especially this is not a long move. She has always used U-Haul and not sure if there s any other rand exist.
“I hate to throw things away, so it takes me forever to sell them or give them away”
About moving
User Interview
Iris Wang To work and move this entire household.. ris is a 2 years old accountant with three kids. his is her first time purchased a house. She moved to this new place last year while she s pregnant. “I’m not going to do this again!” She said
Same as Sophie, ris organi ed stuff according to the relation of the room. But the organization got messed up since she had to fill up the oxes. One of the most frustrating things for her is that she can t find the item she needs after unpack. ris doesn t like to throw stuff away easily, so it took her a long time to sell them online or give them to friends. She’s thankful that she doesn’t have a deadline to move. t s very challenging for her to work and pack the entire household at the same time.
“It’s so frustrating when I can t n e e t e ite it
Future Technology? don t really like the idea of . .. Human and human interaction are already slowly disappearing. “ I’ll probably trust self-driving vehicle only if all the cars are all autonomous. But I love driving, I love to have control of my own car. Why U-Haul? “I don’t know any other companies, and I know there’s a U-Haul right by the highway exit.
“The list of item for crossing the border actually help us to n t .
About moving The truck broke down on the second day of the trip, and it took 8 hours for the technician to fix it. t raised the concern that U-Haul doesn’t do the maintenance preventively.
User Interview
Krista Humphrey Bernard Mitchell
They have to make a list of items to cross the order. he list turns out to be an useful tool for them to track the item when they move ack.
Back to Canada
They felt it might be more secure to drive the truck themselves since there might be problem while crossing the order.
ernie and rista ust finished school in Pasadena and moved back to West ootenay, anada last week. It took them about 5 days to move ack. Since they needed to cross the border, they had to prepare the document and e careful of the regulation.
Future Technology?
Why U-Haul?
Well like to drive myself.. “If I’m in the city I don’t mind, but here.. m not so confident ecause of the weather.
“They have location here, it’s easy for us to return it.
Pack & unpack is painful
Reduce the price
If only I can have more friends to help
Getting rid Can’t of unwanted find the item information for my needs
Challenges Survey Decision
Lowest price
Location
certified condition of the vehicle
Provide moving supplies
Insights
Clock is ticking, reusable items and recyclable materials are thrown away in a rush.
Large amount of locations create a convenient network for consumers. However, these places also take up a lot of unnecessary space and products to display.
Digital presence is inevitable for the company to grow. However, it’s more effective to integrate with the tool and platform people are familiar with.
Moving is painful.. But why?
Belongings are boxed into containers and unpack in the new environment. It’s not only labor intensive to transport and tiring to figure out the space-item relationship, twice.
Moving is like a one time event, a lot of moving supplies are thrown away after unpack.
Current business model might not be able to adapt to the future due to its energy use and retail store structure.
Since location is a key factor, what are the actual needs of retail store?
Everyone hates moving.. Or could it not be?
What’s the responsibility for a truck rental brand to move forward?
When the business and consumers heavily rely on technology, how can we remain the human interaction?
Brand Positioning
Shu Ou Product 7
Wk5
Shu Ou. Wk5. Brand Positioning
Value Proposition
Moving forward with you, Penske strives to make self-moving a painless and co t e ecti e ex e ience while leading the way for environmentallyconscious businesses.
Convenience ree users from the la or intensive and inefficient process of self moving while remain afforda le price. Circular System Build a circular system to allow reusable and recyclable materials are managed effectively. Brand/Status Strong commitment on mitigate the environmental impact among truck rental/self moving usiness.
Shu Ou. Wk5. Brand Positioning
User Centered Design Canvas 3. Problems4 Troublesome to handle unwanted items, oftentimes end up throwing away. Time consuming and user need to juggling the move with their own work schedule.
. Motives Save money Safety of their own belongings Convenient moving tools/ supplies
1. Business Penske Truck Rental (Household use focus)
2. Users Household moving Family Single working professional/student
Lost track of items after moving to new place. Create a lot of disposa le waste from moving supplies.
8. Competitive Advantages
6. Solutions Take over the management of unwanted belongings which might create profit and reduce waste.
Remodel the la or intensive and inefficient process while remain afforda le price. Build a circular system to allow reusable and recyclable materials are managed effectively.
Solution to track items Free consumers from the stress of time
Mitigate the environmental impact
Connect workforce or create methods to assist the physical lifting.
Struggle to find helpers
5. Fears
7. Alternatives
La or intensive
Moving deadline, stress of time.
Troublesome to figure out the location of items in new environment, which takes up a lot of time to unpack.
amage properties while moving
Use unconventional self moving business such as on demand service e.g. olly or drop and pick e.g. U ack)
Disagreement on the truck condition when return. Unique geometry makes it hard to pack
Unfamiliarity of driving truck Throwing stuff which is still usable Can’t find helpers
9. Unique Value Proposition Provide painless and cost effective self moving experience, while using business to communicate and implement solutions to our environmental crisis.
Moving company
Robot and human collaboration to enhance the experience Reusable moving supplies solution Smart solution to pack/ unpack regardless its form
Shu Ou. Wk5. Brand Positioning
Consumer Archetype
he pro ect will e focusing on self moving sectors, any in depth study of logistics won t e included in this analysis stage. xclude archetype for commercial logistics use
Innovator/ Influencer lue Ocean ractitioner
Early Adopter
Moving: Small usiness office Well connected, always in the act of trying new technologies Strong social and environmental conscious
Move Single enter Moving: ersonal living situation ech savvy, open minded
Early Majority Work amily Supermom Late Majority
Moving: ousehold use, oftentimes with kids and large furniture Less aware of new technology, family focus are a out the environment for next generation
Doc the Gearhead Lagger
Moving: ersonal use espise technology, strong local connection
Shu Ou. Wk5. Brand Positioning
o itioning at ix 1. Service-Price ull Service
Parameter Service: Workforce ssistance: . eavy lifting . riving . ack/ Unpack
$$$
$
Service onvenience: . ase of use . ustomer service responsiveness
Moderate Service Self Moving
Shu Ou. Wk5. Brand Positioning
o itioning at ix 1. Service-Price
s it possi le to incorporate or colla orate with any automated or analog solution to mitigate the inefficiency and la or intensiveness of self moving while remain afforda le price. lue Ocean ractitioner Move Single enter Work amily Supermom Doc the Gearhead
Shu Ou. Wk5. Brand Positioning
o itioning at ix 2. Accessibility-Territory Parameter
Accessibility +
Limited Territory
ccessi ility: Locations On demand igital platform
Wide Territory
Accessibility
Shu Ou. Wk5. Brand Positioning
o itioning at ix 2. Accessibility-Territory lue Ocean ractitioner Move Single enter Work amily Supermom Doc the Gearhead
reate platform to connect oth local and long distance workforce, and uild the service that is oth suita le for digital native users and consumer who are use to their old way to rent truck. Shu Ou. Wk5. Brand Positioning
o itioning at ix 3. Convenient-Environmental Impact nvironmental mpact
Parameter nvironmental mpact: istri ution of retail which imply a greater waste structure Use of energy Use of supply material ircular system ction to reduce .
Inconvenient
Convenient
onvenient: Locations over variety of needs ccess to the service
nvironmental mpact + Shu Ou. Wk5. Brand Positioning
o itioning at ix 3. Convenient-Environmental Impact Opportunity to reduce environmental impact while still make the process convenient, such as provide reusa le moving supplies or take over the management of thrown away candidate, it might also create profit to support the usiness.
lue Ocean ractitioner Move Single enter Work amily Supermom Doc the Gearhead
Shu Ou. Wk5. Brand Positioning
o ably cce ible
Radically Simple
Circulate Good
Environmentally Conscious
Shu Ou. Wk5. Brand Positioning
Build strong brand recognition for household use
Roadmap
eploy accessi le truck rental service for household consumers which focusing on self moving segment. he touch points need to e developed through oth analog and digital platform in order to suit the nature of oth demographic in current time. A circular system rovide easy access and platform to transport recycla le and reusa le throwaways for etter use.
Short-term 1-3 year
Painless move evelop solution to remodel the inefficient self moving process including hard to track item and the trou lesome organi ation to pack and unpack. Li erate users from this time consuming event and allow a smooth transition to their own life.
Mid-term 3-5 year
Long-term 10 year
Retail store → Retail experience Minimi e the physical space of retail store in order to create an effective cost structure for future. nstead, provides the experience that serve the purpose and connect user with human centric approach. A little help from my (robot) friend Mitigate the tiring heavy lifting of moving. he solution could e either automated or any methods which serve the purpose. Moving forward with the Earth Strive to inspire and implement solution for environmental impact. e the pioneer of truck related industry. Shu Ou. Wk5. Brand Positioning
Concept Development
Shu Ou Product 7
Wk6
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Value Proposition
Moving forward with you, Penske strives to make self-moving a painless and co t e ecti e ex e ience while leading the way for environmentallyconscious businesses.
Convenience ree users from the la or intensive and inefficient process of self moving while remain afforda le price. Circular System Build a circular system to allow reusable and recyclable materials are managed effectively. Brand/Status Strong commitment on mitigate the environmental impact among truck rental/self moving usiness.
Shu Ou. Wk6. Brand Positioning
Build strong brand recognition for household use
Roadmap
eploy accessi le truck rental service for household consumers which focusing on self moving segment. he touch points need to e developed through oth analog and digital platform in order to suit the nature of oth demographic in current time. A circular system rovide easy access and platform to transport recycla le and reusa le throwaways for etter use.
Short-term 1-3 year
Painless move evelop solution to remodel the inefficient self moving process including hard to track item and the trou lesome organi ation to pack and unpack. Li erate users from this time consuming event and allow a smooth transition to their own life.
Mid-term 3-5 year
Long-term 10 year
Retail store → Retail experience Minimi e the physical space of retail store in order to create an effective cost structure for future. nstead, provides the experience that serve the purpose and connect user with human centric approach. A little help from my (robot) friend Mitigate the tiring heavy lifting of moving. he solution could e either automated or any methods which serve the purpose. Moving forward with the Earth Strive to inspire and implement solution for environmental impact. e the pioneer of truck related industry. Shu Ou. Wk6. Brand Positioning
2018 Service/ Product
2019
2020
2021
2022
2023
2024
2025
2026
2027
Involve from the beginning stage of self-moving to help provide seamless/ painless experience Strategy to face competition from on-demand service Enhance user's experience through its warehousing / logistics strength Rethink brick and and mortar locations, expands its network through partners and digital platform. Form autonomous vehicle team, analyze future opportunity and adjustment for driverless era Conduct automation
Consumer
Rebrand Penske consumer use truck rental sector Build local connection Develop Penske community through local connection Strengthen brand value, consider its position in social and environmental impact Create collaborative opportunities for human and robot
Environment
Develop circular system for self-moving Invest in clean energy, reduce its environmental impact, be the leading company to implement solution for environmental crisis Involve in future living/ housing
Channel/ Partnership
Ubiquitous for household use Partner with local supply retail store to expand its locations Collaborate with goodwill to build circular system
Shu Ou. Wk6. Brand Positioning
Radically Simple
Shu Ou. Wk6. Brand Positioning
Circulate Good
Shu Ou. Wk6. Brand Positioning
o ably Accessible
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Environmentally Conscious
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Genuine Support
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Rebrand Project Midterm Shu Ou Product 7 2017 Summer
Shu Ou. Wk7. Midterm
Penske Truck Leasing A joint venture of Penske Corporation, Penske Automotive Group, Mitsui & Co., Ltd., and General Electric Capital. The company is an experienced truck related usiness speciali ed in rental and leasing, eet maintenance, logistics and used truck sale. It is a subsidiary of Penske Corporation with more than 26,000 workers worldwide and US$5.6 billion revenue.
Shu Ou. Wk7. Midterm
U-Haul Penske
Q: Which company have you used in the past? (truck rental for household use)
U-Pack Ryder Dolly Budget Smartbox
However, the brand is barely known by consumers.
None
Other
10 % market share versus U-Haul 50%
https://seekingalpha.com/article/1174021-amerco-move-and-store-your-cash-in-this-stock Shu Ou. Wk7. Midterm
Shu Ou. Wk7. Midterm
Strengths
Weaknesses
Provide full service from maintenance/ leasing/rental and used truck sales
Not well known for household use
Strong reputation in the market and good brand visibility
Slow adaption to digital platform
Experienced logistics service
Weak customer service management
Strong network for sourcing and transportation Warehousing management Experienced in B2B, commercial use
Opportunities
Threats
Develop channel for household used user to increase consumer recognition
Competitive market
Online platform
Digital-native rivals
User centric household use
Heavily use on fossil fuel, no investment in clean energy
Collaborate with other retail company to expand locations
Future cost structure of its retail distribution
mprove energy efficiency and invest in clean energy
Shu Ou. Wk7. Midterm
Research + Analysis
Shu Ou. Wk7. Midterm
Field research
Shu Ou. Wk7. Midterm
Field research
The User
“It’s so frustrating when I can t n e e t e ite it
“I’ve always used U-Haul, honestly, I don’t know any other brand”
“I hate to throw things away, so it takes me forever to sell them or give them away”
“I’m not sure if anyone will want these, I don’t have time to post it Online..”
“(Packing) I start very organized but at the end I just throw every thing in the box..”
“There are always argument when we have disagreement about the condition of the vehicle while they return it”
“I still need to work during the week, so time is very limited for me to pack”
“I wonder if U-haul preventively take care of the vehicle”
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Field research
Pack/ unpack is painful.
It’s labor intensive.
The one-time event create huge amount of disposable waste
Lost track of stuff. Arbitrary shape. Tiresome organization.
Shu Ou. Wk7. Midterm
Field research
How could Penske involve in the beginning stage to help create a painless yet a o able ex e ience
Troublesome to handle the items that no longer need Time is challenging No method to transport
Shu Ou. Wk7. Midterm
Field research
The Business U-haul vs. Penske
Shu Ou. Wk7. Midterm
Field research
Why Penske’s consumer rental is not working?
Lack of location One of U-haul’s strength is its accessibility. It lives in all kinds of neighborhood and has a dense distribution. By contrast, Penske has limited locations and business hours.
Zero welcoming There’s no friendly interface to guide the consumer. The store was rather dark and gloomy. The environment is not as approachable and intuitive for the user.
Incoherent Service
Abundant locations make the service more accessible, however, this brick and mortar structure won’t be co t e ecti e in t e t e. How can Penske increase its accessibility without physical location?
Penske’s location only provide truck rental service. Whereas U-haul’s physical store are more inclusive. U-haul provides moving supplies, self-storage and other related product in their store, and make the user s experience smoother and more efficient. Shu Ou. Wk7. Midterm
Consumer Archetype
* The project will be focusing on self-moving sectors, any in-depth study of logistics won’t be included in this analysis stage. (Exclude archetype for commercial logistics use)
Innovator/ Influencer
Early Adopter
Blue-Ocean Practitioner Moving: Small usiness office - Well-connected, always in the act of trying new technologies - Strong social and environmental conscious
# Move Single Renter Early Majority
- Moving: Personal living situation - Tech-savvy, open-minded
Work-Family Supermom Late Majority
Lagger
- Moving: Household use, oftentimes with kids and large furniture - Less aware of new technology, family focus - Care about the environment for next generation
Doc the Gearhead - Moving: Personal use - Despise technology, strong local connection
Shu Ou. Wk7. Midterm
Positioning Matrix 1. Service-Price Is it possible to incorporate or collaborate with any automated or analog solution to mitigate the inefficiency and la or intensiveness of self moving while remain afforda le price. Blue-Ocean Practitioner # Move Single Renter Work-Family Supermom Doc the Gearhead
Shu Ou. Wk7. Midterm
Positioning Matrix 2. Accessibility-Territory
Blue-Ocean Practitioner # Move Single Renter Work-Family Supermom Doc the Gearhead
Create platform to connect both local and long distance workforce, and build the service that is both suitable for digital-native users and consumer who are use to their old way to rent truck.
Shu Ou. Wk7. Midterm
Positioning Matrix 3. Convenient-Environmental Impact
Opportunity to reduce environmental impact while still make the process convenient, such as provide reusable moving supplies or take over the management of thrown-away candidate, it might also create profit to support the usiness.
Blue-Ocean Practitioner # Move Single Renter Work-Family Supermom Doc the Gearhead
Shu Ou. Wk7. Midterm
Positioning Statement
Penske Truck Leasing Co. is aim to provide service for consumers who are looking for a o able an efficient o ing ol tion. Being one of the leading and experienced companies for truck-related business, Penske has the resource and knowledge to serve the needs for household truck use. Through understanding t e nee an iffic ltie for self-moving, and has always been an environmentalresponsible brand, the future of Penske Truck Leasing is to forge its strengths and develop a acce ible tainable an co t e ecti e solution for moving.
Shu Ou. Wk7. Midterm
Value Proposition
Moving forward with you, Penske strives to make self-moving a painless and coste ecti e ex e ience ile lea ing t e ay for environmentally- conscious businesses.
Shu Ou. Wk7. Midterm
Value Proposition
Radically Simple Free users from the labor intensive and inefficient process of self-moving while remain afforda le price.
Shu Ou. Wk7. Midterm
Value Proposition
Circulate Good Build a circular system both environmentally and emotionally. Environmentally, the system will allow reusable and recyclable material put into good use. Emotionally, the brand will develop it human connection with the consumers.
Shu Ou. Wk7. Midterm
Value Proposition
Moving forward with the Earth Align the brand with future trend. Strive to inspire and implement solution for environmental crisis, be the pioneer among truckrental/self-moving business, and involve with the change of future housing and societal structure.
Shu Ou. Wk7. Midterm
STEEPX
Environmental urgency
Future living
Human and robot collaboration
Shu Ou. Wk7. Midterm
Road Map
Short Term 1-3 year
Build strong brand recognition for household use Deploy accessible truck rental service for household consumers which focusing on self-moving segment. The touch points need to be developed through both analog and digital platform in order to suit the nature of both demographic in current time.
A circular system Provide easy access and platform to transport recyclable and reusable throwaways for better use.
Painless move
Mid Term 3-5 year
evelop solution to remodel the inefficient self moving process including hard to track item and the troublesome organization to pack and unpack. Liberate users from this time-consuming event and allow a smooth transition to their own life.
Retail store → Retail experience Minimi e the physical space of retail store in order to create an effective cost structure for future. Instead, provides the experience that serve the purpose and connect user with human-centric approach.
A little help from my (robot) friend
Long Term 5-10 year
Mitigate the tiring heavy lifting of moving. The solution could be either automated or any methods which serve the purpose.
Moving forward with the Earth Strive to inspire and implement solution for environmental impact. Be the pioneer of truck-related industry.
Shu Ou. Wk7. Midterm
2018 Service/ Product
2019
2020
2021
2022
2023
2024
2025
2026
2027
Involve from the beginning stage of self-moving to help provide seamless/ painless experience Strategy to face competition from on-demand service Enhance user's experience through its warehousing / logistics strength Rethink brick and and mortar locations, expands its network through partners and digital platform. Form autonomous vehicle team, analyze future opportunity and adjustment for driverless era Conduct automation
Consumer
Rebrand Penske consumer use truck rental sector Build local connection Develop Penske community through local connection Strengthen brand value, consider its position in social and environmental impact Create collaborative opportunities for human and robot
Environment
Develop circular system for self-moving Invest in clean energy, reduce its environmental impact, be the leading company to implement solution for environmental crisis Involve in future living/ housing
Channel/ Partnership
Ubiquitous for household use Partner with local supply retail store to expand its locations Collaborate with goodwill to build circular system
Shu Ou. Wk7. Midterm
Radically Simple
Affordably Accessible
Circulate Good
Environmentally Conscious
Genuine Support
Local Connection Shu Ou. Wk7. Midterm
Michelle Kunze 37 Work at packaging company Love hiking, try out new dessert recipe, watch her daughter Kay dance, and recently is really into making kombucha. Welcoming Responsible
Multitasker Caring
Brave
About her move Michelle and the family are moving to another city because of her husband’s new job. The new place is about an hour drive away. She’s been pretty stressful since the move is certain. Michelle only has a month to pack and clean out all the stuff in the garage which she’s been procrastinated to organize. Packing is all she does everyday after work now, she has started to recruit her friends to help on the moving day, however, it’s quite challenging. Shu Ou. Wk7. Midterm
Personas
Shu Ou. Wk7. Midterm
Larry Travis 23 An architecture student and a maker Love going brewery with friends, ultimate frisbee, and 90s’ hip hop
Tech Savvy Well-connected
Flexible Energetic Knowledge-seeking
About his move Larry needs to move at the end of the month since his landlord is selling the house. He’s been living at this place for three years with three other roommates. He has a lot of tools and materials that have been living in his closet that he doesn’t want to deal with. School life is busy and he barely has time to think arrange the move. He wonder is there a better way for this.
Shu Ou. Wk7. Midterm
Personas
Shu Ou. Wk7. Midterm
STEEPX
Environmental urgency
Future living
Human and robot collaboration
Shu Ou. Wk7. Midterm
Final deliverable proposal
Shu Ou. Wk7. Midterm
Final deliverable proposal
Actively introduce the brand and build relationship with the consumers.
Local Event/ Service
Consider the ecosystem of the activity, develop an easy to e an co t e ecti e e ice.
Interface
Establish its brand value, proactively involves with the change of future environment and invest in creating tangible solution.
Family of products
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Concept Development
Shu Ou. Wk7. Midterm
Utilizing the truck to set up the venue. Good opportunities to strengthen brand recognition
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Rebrand Project Shu Ou Week 9 2017 Summer Product 7
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Our modern lifestyle demand are iconnecte a te l an inefficient
Shu Ou. Wk7. Midterm
Desire to function with few things
Study has shown a direct link between cluttered lifestyles and poor mental health. As such, decluttering has become a key wellness trend.
The architecture of future living
With urban space in high demand and the stress of material. e e a gent nee to efficiently use the resource we have.
Time-Poor Consumers
A new wave of wellness gurus in Silicon Valley are helping consumers to fast-track enlig ten ent. i t en o e lessons to brands aiming to engage time-poor millennial consumers Shu Ou. Wk7. Midterm
Shu Ou. Wk
. oncept efine pt2
Knowing the resource and space challenges we are encoutering in the future, how could we create a good digest system for our home.?
Simplicity of living - internally Assist the circulation of our living enviorment. Maximising resource use and promoting sustainable solutions as part of everyday life.
Shu Ou. Wk7. Midterm
Sharing resource and provide energy for the whole
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Rebrand Project Shu Ou Product 7 Week 10 2017 Summer
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. oncept efine pt2
Home
Local
Environment
The logistics of you and the environment.
Shu Ou. Wk7. Midterm
Declutter Our Lives 1
3
Organize What You Have
Access What You Only Need On Occasion Pick up what you only use on occasion and store it at Penske’s storage. Penske will deliver the items to you whenever you needs it. The service help create a simple and pleasant living environment by making room for yourself and the necessities.
Visualize your belonging according to each catergory. Using image recongnition and tracking technology, the consumer will easily have the digestable information of what they have, and the status of the item.
2
Get Rid of What You Don’t Need The service will notify users to schedule with Penske to pick up the items they no longer need. Penske will circulate these material and give them a second life. Shu Ou. Wk
. oncept efine pt2
Declutter Our Lives luttered lifestyle has shown a direct link to poor mental health, and it has een one of the root cause for inefficient and wastful living. Consumers now have the desire to “function with fewer things�.The direction is to help consumer live simpler by mangaging their good and create a circulate living with the environment.
Radically Simple
Now
5th
10th
fforda ly Accessible
Circulate Good
Environmentally Conscious
Genuine Support
Early/ Late Majority Local Connection
Shu Ou. Wk
. oncept efine pt2
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. oncept efine pt2
1
il a ib a y o o t Technology and Method
Method 1: Barcode
Method 2: Autonomous Logistics Management & RFID
Method 3: Computer Vision + Deep Learning + Sensor Fusion
Utilize the barcode from retail store. Locate reader in the containers at home. The reader will update the inventory to the hub each time the user use the container.
RFID enclosure inventory tracking might be the best bet here. Unlike traditional way of using a handheld reader+ RFID tag, the new encluosre method use RFID to create a mesh network of the location and rely on the tags to talk to each other.
Use image recognition and machine learing to train the system of inventory tracking. The method will also need other sensors to put other factors into accout in order to comfirm the o ect and action.
- Barcode sticker - Scanner - IoT: Wireless system communicate with the hub (antenna)
-RFID reader tag: fixed location assets tag - IoT: Wireless system communicate with the hub (antenna)
-Cameras -Sensors - Deep learning algorithm - IoT: Wireless system communicate with the hub (antenna)
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Wk12 Shu Ou. Wk12.
Essence Move Ahead
Personality Functionalism Engaged Reliable Second best
Value Provide solutions for space and fleet management
Emotional Benefit Confident for the service Reliable logistics solution Environmental responsibility spark awareness
Functional Benefit Experienced truck-related business Methodical & efficient logistics system Quality maintenance Reduce environment impact
Feature Truck leasing and rental/ Greener move Logistics / Warehousing Fleet maintenance / Used truck sale
Shu Ou. Wk11. VBL
Customer Service Retail Environment
Website
Touch Point Truck Performance
Mobile Truck Rental Service
Currently, Penske has weak brand recognition. The channels for consumers aren’t well-developed. However, it is a brand with experienced business and distribution. Penske has not only involved with consumer truck rental but also mutiple area related to automobile. The wide range of existance has also confused consumer what they are doing. There’s a need for Penske(consumer) to adjust their brand language to a clear ad friendly message.
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Shu Ou. Wk12.
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Communicate Circulatory
Static Generic Serious Functional Not Friendly . . Invisible
Suggesting Linear
Flow Welcoming Conncting Reliable Forward-thinking Intuitive Continuous
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“ Moving is good if you want to clean up your stuff.” -Sophie
The average U.S. household has 300,000 things, for many people, gathering possessions is just the stuff of life. - Los Angeles Times
By 2025 buildings worldwide will be the largest consumer of global energy cost, more than the transportation and industry sectors combined. -National Science and Technology Council
10 % market share versus U-Haul 50% Budget Penske
U-Haul
Other
Despite its experience for commercial use, Penske truck rental is rarely known by consumer.
Q: Which company have you used in the past? (Truck rental for household use) survey by 102 people
0
10
20
30
40
50
60
70
80
90
100 (%)
The market of self-moving truck rental is competitive, providing quality products is not enough.
Market Share Leader
Similar competitor
Pick and drop pod
Competitors
Consumer
opportunities
Macro Trend
Market
It’s easier to leave it on the street We bought things and we forget about it. Then we buy it again.
There’s lack of a methodical approach to manage what we have. Clutterness happens easily.
Consumer
Desire to function with few things Couple studies have shown a direct link between cluttered lifestyle and poor mental health. Decluttering has become a key needs for modern society with enormous consumption.
Macro Trend
Desire to function with few things Environmental urgency We are facing a time with accelerated environmental impact. The speeding exploitation for raw materials and use of fossil fuel with the growth of population and economy has posed a threat on resource depletion and environmental harm.
Macro Trend
Desire to function with few things Environmental urgency The architecture of future living With urban space in high demand and the stress of energy cost. There’s a urgent need to rightsize your portfolio at the right time, reducing wasted space, energy and maintenance.
Samsung SmartThings Future Living Report
Macro Trend
Desire to function with few things Environmental urgency The architecture of future living Human and robot collaboration The progressing growth of A.I. and automation will largely impact our daily life. This will be a challenge/ opportunities to collaborate and create a bigger value.
Macro Trend
The Koda
ORI
The House T
The Montainer
Urban Rigger
rEvolve
Market
Early Adopters Early Majorities Late Majorities Laggers
Early Adopters Early Majorities Late Majorities Laggers
Involve with the way people lives
Consumer
Adapt to future of living
Macro Trend
Market
A disruptive solution which tackle on the internal system of living simple.
Moving forward with you, through understanding the ecosystem of self-moving, Penske strive to provide a cost-effective and proactive solution for living simple in order to adapt to the challenges of future environment.
Value Proposition
Home
Local
Environment
Your home logistics
Final Direction
now
5th
10th
Borrowing the technology and knowledge of logistics and warehousing , develop a system to organize our home and connect to a circular system.
Final Direction
Early/ Late Majorities
28’
Patio 15’
Kitchen
Living Room
Bathroom 1st Floor
Bedroom (Queen Size)
Loft
13’
Christian Montez & Kyra Powell
650 Square feet
Early/ Late Majorities
Christian and Kyra live in a compact home which is around 650 square feet. They are both working professionals in their early 30s. Christian works in the news industry and Kyra is a school teacher. No matter how much they enjoy their fast-paced and active lifestyle, after long day at work, the couple can’t wait to have some quiet time at home with homemade tiramisu from their friend Suzy. Well-connected Active Environmentally Conscious
Christian Montez & Kyra Powell
Knowledge-seeking Welcoming Responsible
1. Organize what you have
Penske Pump
3rd Party reader
User
Real-time update inventory Kyra bought a pair of new sunglasses today. The item was added in her item library right away and waited to be confirmed. When she puts it in the drawer, the reader update the information and the location to the Penske Pump.
Don’t buy it twice
Patio Reminder: You have this item at home.
Kitchen
Living Room
Bathroom
03. 18. 14 Functioning well Last use : 02.0.416
Christian is buying some fishing gear online, Penske Pump send an notification to remind him he has this item already. Christian click on the notification, the location of the item and the information of the status pop out.
Efficient space use
Christian mindlessly put his screwdriver set in the bedroom drawer. Penske Pump turned into orange and sent out notification. Christian opens the app. It suggests him to put the set in the first drawer of the kitchen shelf, where all the other tools were.
Voice control: speaker/ receiver
Penske Pump A hub to manage your home inventory data
A library of your items
Always aware. Give notification to ensure healthy circulation in the living environment.
Methodical organization. To create an effectively used living environment Other components: - Antenna (BT, Wifi) - Pcb/ processor - Memory Storage
Light indicator: Healthy Circulation Clutter Warning
Technology The system will need 3rd party reader to support. The combination of tag tracking and utilizing A.I. will have an accurate outcome of real-time home/ personal inventory.
Method amazon go use: Bardcode Computer Vision+ Deep Learning+ Sensor Fusion
RFID
Home 1. Organize what you have 2. Make use of what you don’t need.
Penske Pump
3rd party reader
User
Second Home
The house is clogging now
While Christian is walking up the stairs, he notices Penske Pump has turned into orange, which means there are some clutterness in the house. You’re holding on items no longer use.
Start decluttering.
Home
Repurpose
Storage
This time they have been notified there are couple of things have not been use.
Penske Pump App
Elox regular coffee maker
You’re holding on items no longer use.
You earn
$ 17
Star War waffle machine
Brother Nxc-2 Sewing machine
Fender FA-100 acoustic guitar
Start decluttering. Confirm?
Home
Repurpose
Storage
Identify the clutterness
Home
Repurpose
Storage
Select the item you want to get rid off
Home
Repurpose
Storage
Confirm the estimated price
Seller People who are moving soon and have no time to deal with their unwanted furnitures.
Take a picture of the furniture.
Upload and get estimated price.
Penske take care of the transport.
Buyer
A platform provide used and renovated furniture with affordable price.
Collaborate with people who have furniture renovating specialties.
3. Access to what you need on occasion
Home 1. Organize what you have 2. Make use of what you don’t need.
Penske Automated Storage
Pick up the belongings that rarely use and have no space to store
Secure at Penske storage
Self-driving storage. Secure by personal recognition feature such as finger print or retina.
Consumers could call the automated storage whenever they need the items again.