ContentContent

• Who is Marc Poelenjee• Entrepreneurship

− TRUST Model

• CheapCargo.com• Vision• Blue Ocean Strategy• Future• Shoot!

Marc PoelenjeeMarc Poelenjee

• 1966 Amsterdam• Married with children (twins)• MTS Engineering• HBO Communication• Copex Air / Muller Air Freight / Road Air• Ideo Concept Fulfillment• CheapCargo.com

• YMP Nijenrode

The entrepreneurThe entrepreneur

Some people make things happen

Some people watch things happen

Some people wonder what happened

Only dead fish swim with the stream(Malcolm Muggerage)

Has a vision

Is authentic and evangelist

Needs to be able to calculate

Needs to be able to sell

Needs to be (and to stay) human

Needs to do the dirty work as well

The TRUST modelThe TRUST model

T ransparency

R eason to believe

U (you)

S ustainability

T rust

ThreatsThreats

• Never under estimate your gut feeling• Don’t be a ‘getter’, be a ‘bringer’

− Demand the same from business partners− Be very careful who you choose…

• Don’t lose focus nor faith• Don’t let ‘easy money’ distract you

• Don’t forget to sell• Don’t forget to send a (large) bill

− And make sure you collect it!

The Purple Cow (Seth Godin)The Purple Cow (Seth Godin)

• Dare to differ• Choose and polarize• Stimulate word on mouth• Innovate conitiously and stay ahead on

competitiors ans copy cats

A comparisonA comparison

• The travel industry used to be extremely fragmented with small local (drugstore like) resellers

• In 2000 comparisons through the web started to be common practise

• The first e-ticket was a fact in 2002?• Death to the boarding pass (TRUST…)• The landscape started to change rapidly

Transport and logisitcsTransport and logisitcs• Transport and logisitcs mean employment

for at least 10% of the Dutch• 9% of the Dutch GNP• Hard work, extreme working hours and

sometimes being lucky and earn a few bucks• Over 50% of the operational cost of a

general logistics service supplier are labour and overhead

• The branche tends to be blurry • Shippers are dis-oriented• Transport and logisitcs surely is not sexy…

− Decline in number of students

Online attempts…Online attempts…

Trends (diagnosis)Trends (diagnosis)

• E-commerce grows with double digits• Everything is or becomes ‘on demand’

− Tickets, Prepress, Music, Books, Insurance

• Content is king

• Landscape changes− The traditional buying professional is dying− Generation Y makes her entrance (The Yahoo

Generation)

• Knowledge flattens• Social media is big• Every company can have clients anywhere

on the globe

ConclusionConclusion• There is no answer to the online demand given by the current

players in the logistics field• On line activity is mostly limited to a digital neon-sign in

cyberspace

• It needs to be easier, quicker, more efficient and more• Content should be relevant and lead to direct conversion

Blue Ocean StrategyBlue Ocean Strategy• Bring the ‘old economy’ to the newconomy• Project a strong brand from a similar market

on another market• Value innovation by lowering operational

costs whilst increasing customer value• Break through the traditional barriers and

cultures of the industry• Reshape the transportmarket• Reach new markets• Create new elements compared to the

current industry standards

Example (The Circus)Example (The Circus)

• Declining visitors• More animal shows (high costs) en

demotivaing for visitors• More unknown local heroes (compared to

famous movie stars:value creation without innovation)

• Rented wooden chairs and a tent to reduce costs (jeopardizing the magic if the circus)

• No positive effect…

Example (The Theatre)Example (The Theatre)

• Declining visitors• Intellectual and cult stigma. High threshold

for most ‘common people’• One place: High rent, high costs• High entrance fees / tickets• Long standing shows

• No positive effect…

Cirque du SoleilCirque du Soleil

• Eliminated the natural threshold between the circus and the theatre

• Combined pleasure and thrill from the circus with the fine art and artistic wellness of the theatre

• Lowered ticket fee compared to theatre and raised ticket fee compared to the circus

• Lowered their operational cost• Reached an entirely new market• Faced no competitors

• Only positive effects…

Back to transport..Back to transport..

• The market is a red ocean covered with blood of the competition

• Hugh competition (12000 trucking companies in The Netherlands)

• Weak economy• No room for improvement or investments• …

• What would you do?…

Paradigm shiftParadigm shift

Eliminate Reduce

Double Data EntryTraditional thinking

Techno talkThe smell of petrol

Stimulate Create

IndependencyStrength of the sum of the collectiveSustainability

Ease of useTransparency24/7

Je gaat het pas zien als je het door hebt. (Cruijff)

FutureFuture

• Real time yield management− Live changes to the rates and schedules

• Greener logistics• Integration with ERP software• Integratieon with webshop plugins• Global roll out

Stay ambitious!

Spread the word…Spread the word…

Tell this to your friends, relatives neighbours and business partners or whoever you choose. Almost anyone has the (unknown) demand which CheapCargo can fulfill…

It is a threat to nobody. It only leaves winners!

The prospect or customer decides. Nobody owns a customer. Be glad to have ‘em and make sure you keep ‘em!

Shoot me!Shoot me!

Would you buy CheapCargo?

Do you TRUST me?

Would you recommend me?

Did you have fun?

What is it you are going to use to win Summerschool?

To who?

The first question which pops up?