Parking Your Expectations

What happens when you come into a new industry as an outsider? You bring something incredibly valuable that marketing professionals crave. You don’t know the rules. You aren't buying all the category organizing principles. You want to test new ideas in the corners of the category where no one else is paying attention. 

You see things fresh.

New brands that try to emerge have to find something different and important to highlight. They offer value where it didn't exist before. They offer a “wow” where previously it was just “ho hum.”  And they give you a chance to change your experience and park your boredom in the lot. 

Take something as dull as parking at the airport. What happens when instead of it being an expense, it becomes a chance for you to make money?

FlightCar takes off
Flight Car, with service in San Francisco and Boston, offers a new take on the car rental business. Started by three eighteen year old entrepreneurs, had the disruptive idea that Instead of paying to park at an airport for a week-long business trip, you get paid to let them use your car. Like AirBnB, without owning assets (hotels or in this case, cars), this start up is in the car rental business without owning a single rental car.

Here is how it works based on their website:

FlightCar lets people parking at the airport rent their vehicles out to other travelers. Every rental is insured up to $1 million, and every renter is pre-screened. Depending on the type and model year of the vehicle, you can also make up to $20/day in cash! We'll pick you up and drop you off curbside and give you a free car wash. If you rent with us, we'll throw in a free GPS and free insurance. 

Like other sharing businesses, they take an asset that is idle (your car when you travel) and turn it into a value for you and for them. It’s an interesting way to approach a market by seeing opportunity where others see a boring business of parking lots and car rentals.

A fresh perspective can turn your head around and allow you to see things as an outsider. So park your car in Harvard yard or Logan Airport and earn some money.

Do you have a fresh view of your  CATegory? 

Notes: If you enjoy my posts, would you share it with your marketing friends? And check out my new book on Amazon. At $2.99 it is a great value. 21 useful lessons based on my marketing experiences. Thanks. 

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