INTERNAL FINDINGS ANALYSIS

DIAGNOSTICS CURRENT LANGUAGE

OVERVIEW COMMUNICATED
“The consolidation of “Don’t just book it,
mobile truck businesses.” Truck It!”

“Serves as a
“A channel medium.”
between clients and
their everyday services.”
“Bringing
“The whole world at your doorstep.” all services to your doorstep.”

“Simplifying life.” “An application that

brings services to you.”
“Comfort.”

“Data access.”

“Efficient booking platform.”

“Elevating the industry.”

“Systemizing, analyzing, and monetizing.”

EXTERNAL FINDINGS ANALYSIS
BRAND LANDSCAPE
The environment in which Sub-Categories
the brand operates in.

Gaming Health & Fitness Travel & Hospitality Entertainment & Music

FUNNEL VISION Retail & E-Commerce Other Education & Learning

MOBILE APP INDUSTRY Consolidated Consumer Services

The development of
computer programs or
software applications Products or
actions that are
Platform to
consumer
designed to be used on typically produced marketplace.
and consumed
any mobile devices. simultaneously.
Platform Economy

Mobile App Industry Marketplace Platforms End-User

is segmented
into the following
market segmentations: iOS Android Windows

Banking
B2B

Education
B2C

Average
Retail Transport Consumer
Airlines Hotels &
Media Restaurant
Government
PLATFORM ECONOMY

WHAT HOW WHY PROBLEM

A business model Operating digital Assets light, almost Platform Leakage:
that creates value ecosystems that zero marginal costs, End users and
by facilitating aggregate buyers network effects. suppliers may decide
transactions between & sellers. to circumvent the
buyers and sellers in platform and its
an ecosystem, with payment system,
the aim of capturing and make their
part of that value. own arrangements
separately.
PLATFORM ECONOMY BUSINESS MODELS
LISTING FEE MODEL

“Non-fixed pricing”
• Variable prices are set by Requirements + Budget + Payment
vendors, not by platform.

• Platform charges a fee from SUPPLY DEMAND

vendors when wanting to post
new listings or promoting listings. Offer

s
• Platform aggregates a large

es
ar

cc
ke
volume of listings to a single

A
t

t
online destination, guarantees

ke
cc

ar
es
visibility for certain listings

M
s
Li
and ensures quality control.

st
in
g
Fe
e
FACILITATOR

Problem
Platform only facilitates the
process, doesn’t provide
payment gateway.

Ie. AliBaba
2-SIDED COMMISSION FEE MODEL

“Intermediary”
• End user pays the Requirements + Budget
platform platform pays
the vendor commision.
SUPPLY DEMAND
Offer

s
Problem

es
ar

cc
ke

A
t

t
A

ke
Delay in vendor payment, unfair

cc

ar
es
-1
compensation to vendor.

M
s
5
Co

t
en
m

ym
m
is

Pa
si
on
Ie. Uber
ENABLER
SUBSCRIPTION FEE MODEL

“Flat-fee Membership”
• Works best as a means to Searches for skill, location, service
incentivize loyalty or when
vendors increase on platform.
SUPPLY DEMAND
Offer

s
Problem

es
ar

cc
ke

A
t

t
A

ke
Based on demand

cc

ar
es

e
M

fe
s
Pa

rly
ea
ym

/y
en

ly
t

th
Ie. Netflix, Deliveroo Black

on
ENABLER

M
BENCHMARK AUDIT
DIFFERENTIATION TABLE

Benchmarks within the local mobile app industry are consolidating an

industry, whereas Truck It is consolidating cross-industry activities.

Industry Consolidation Cross-Industry Consolidation

JustClean Festivity
Laundry consolidation Activity: Event Planning Services

Carriage, Deliveroo, V Thru Bilbayt

Bleems, Mashatel Talabat

Flowers, Plants, & Gifting consolidation Activity: Delivery Services

Bookr
Saloon Booking consolidation
Truck It
Activity: Mobile Truck Businesses
Tons
Groceries Delivery Consolidation
BENCHMARK PARAMETERS
The benchmark audit was conducted
based on the following parameters:
PLATFORM TO CONSUMER
MARKETPLACE
The following brands
target the consumer as
an end user as opposed
to both consumers and
businesses.
DATA ACCESS &
GATHERING
The following brands rely
heavily on gathering and
analyzing in-application data
to tailor communications,
products, and services.
CONSOLIDATION OF
SERVICES
The following brands have
similarly a consolidated,
wide variety of services
to bring to your doorstep.
DELIVEROO EDITIONS

LANGUAGE
OVERVIEW COMMUNICATED

Branded as “Editions connects growing

Delivery-only kitchens. businesses with hungry customers,
in brand new areas.”
Location:
200 around the world. “We bring brilliant food to people
all over the world.”
Established in 2017.
“We combine our customer
Benchmark Star Feature: insight, logistics experience and
Data Access & Gathering. relationships with restaurants all
over the world to bring an Edition to
you.”

“A community-tailored collection of
restaurants.”
DELIVEROO EDITIONS

DIFFERENTIATION FACTORS

DATA DRIVEN BUSINESS MODEL CONSULTATION “BUILD YOUR BRAND”

• Using Deliveroo’s delivery • Leverages the data to help

platform, Editions targets brands optimise their menu,
areas with high demand for packaging, and expansion advice.
food delivery but low food
options and launches cloud
kitchens to serve the demand.

• Partner with chefs and

restaurateurs.

• Two Pronged Approach for

commissions depending on what
services are offered by Deliveroo
(ie. completely new concept
or already incepted looking
to expand geographically).
FESTIVITY

LANGUAGE
OVERVIEW COMMUNICATED

Branded as “Events made easy.”

Event Planning Services.
“An online destination that
Location: delivers all services related to
Kuwait any event or gathering brought
conveniently to your own
Established in 2017. doorstep.”

Benchmark Star Feature: “All services are at ease,

Consolidation of Services. efficiency, and professionalism.
Click and receive.”

“Connecting you with happy

suppliers.”
FESTIVITY

DIFFERENTIATION FACTORS

VENDOR SELECTION & SERVICES

• A one stop shop for your needs.

• “Network effect.”

• Provided room for acquisitions

• Acquired ThreeByThree in 2014.

CASE STUDY
THUMBTACK

LANGUAGE
OVERVIEW COMMUNICATED

Branded as an “Find local professionals for

Online service that pretty much anything.”
matches customers with
local professionals. “Thumbtack finds them for
you.”
Location:
200 around the world. “Consider it done.”

Established in 2008. “What’s on your to do list?”

Benchmark Star Feature:

Consolidation of Services.
THUMBTACK
PLATFORM
WHAT
Find & hire any small
businesses or freelancers.
SERVICES
1,100 types of services
ranging from home, wellness,
events, lessons, etc.
PROJECT PROS
• Onboarding and showcasing
work for free.
• Separate pro app.
• Work on their own
rates and hours.
• Guaranteed 6 hires a month.
• Matches based on location
first then filters.
• Lead payments available to bump
up your appearance on app.
• Choose customers based on
targeting preferences.”
BRANDING APPROACHES
3
CORE APPROACHES
FOR BRAND COMMUNICATION
1 MIND SHARE
PLATFORM
CONSUMER-BASED
APPROACH
The brand as linked to
consumer associations.
Brand resides in the mind
of the consumer, but the
marketer is able to control
brand value creation through
consistent communications.
Brand management goal is
repetition and persuasion.
2 SOCIAL/EMOTIONAL
PLATFORM 3 CULTURAL
PLATFORM
RELATIONAL CULTURAL
APPROACH APPROACH
The brand as a viable relationship partner. The brand as part of the
broader cultural fabric.
COMMUNITY
APPROACH Brand serves consumers
as a cultural resource to
defy social norms.
The brand as the pivotal point
of social interaction.
Brand management goal is
Brand delivers emotional experiences, to counter historical fits.
forges relationships with customers, and
facilitates community between consumers.
Brand management goal is engagement
and relationship building.
DEFINING THE COMMUNICATION
PLATFORM FOR TRUCK IT
MIND SHARE PLATFORM
CONSUMER-BASED APPROACH

“Mobile Convenience.”
Persuasion and repetition.

MOBILE BUSINESSES
WHAT?

MOBILE TRUCK BUSINESSES CONSOLIDATION HOMEGROWN CONCEPTS PLATFORM CHANNEL HOMESERVICE EFFICIENT MOBILITY ADVISORY MEDIUM

DIGITALIZATION
HOW?

CONNECTIVITY EFFICIENT SYSTEMIZE ANALYZE MONETIZE ELEVATE SUPPORT DATA GATHERING ACCESS CURATE

CONVENIENCE
WHY?

SIMPLIFY HANDY COMFORT SUPPORT AT YOUR DOORSTEPS

BRAND STRATEGY
WHAT IS TRUCK IT ?

Truck It is a vehicle of convenient mobility.

We are a medium that harnesses digitalization to seamlessly connect mobile

businesses to a vast user base. Through an efficient channel of discovery, we allow
our truck vendors access to modern growth opportunities. Our industry-inclusive
booking platform provides an array of services right at our users’ doorstep.

Truck It is a service curator.

OUR STORY
Imagine a world where you could get whatever
service you could think of right in the comfort
of your own home; a world where you could
get a root canal done, your pets groomed,
your passport photo taken, and even a mobile
gym delivered right to your doorstep. People
are after one thing on a daily: Convenience.
Truck It was established in 2021 to make that world
a reality. Mobile truck businesses have existed
for quite some time with popularity amongst
restaurants in the form of food trucks. However,
what most people don’t know is that there are trucks
that exist beyond the food and beverage industry,
spanning across any and all industries. Any vehicle
can be outfitted to allow for complete mobility in
providing the businesses’ full range of services.
By enhancing awareness and providing the right
technology and accessibility to these businesses,
we seek to propel this often overlooked business
activity into modern times. As a consolidated
platform for mobile businesses, we showcase what
true mobile convenience looks like. If you thought
our lives couldn’t get much easier with technology,
just wait until you Truck It.
MISSION

Consolidating mobile truck businesses through an efficient platform of systemized booking,

analyzed data leverage, and monetized growth opportunities.
MISSION DISSECTION

CONSOLIDATING MOBILE EFFICIENT

TRUCK BUSINESSES PLATFORM

Truck It efficiently onboards truck

Truck It merges mobile truck
vendors and connects them with
services into a one stop digital
a wealth of users, ensuring timely
ecosystem; one platform,
and curated services.
multiple cross-industry services.

SYSTEMIZED ANALYZED MONETIZED

Truck It’s digital platform
arms its vendors with the
ability to utilize a modern
booking system, ensuring
the ability to operate at
full capacity and ease of
operation.
By investing in the right technology,
Truck It will be able to identify,
gather, and leverage the
application’s data to assist vendors in
understanding the trajectory of their
business and monitoring market gaps
for further prosperous opportunities.
Once analyzing the right data
for the right opportunities,
Truck It will be able to provide
the beneficial support,
resources, and potential
growth its vendors and users
are looking for.
VISION

Driving everyday services to your doorsteps.

VISION DISSECTION

EVERYDAY SERVICES DOORSTEPS

A direct reference to A direct reference to the

Truck It’s macro business; mobile convenience model
literally driving each truck Truck It will strive towards.
service to you. We will come to you!
VALUES

CONVENIENCE DIGITALIZATION TRUCK VENDORS

Truck It guarantees an Truck it holds great Truck It commits to shine the

efficient and convenient promise to the power of spotlight on mobile business
experience. Supported digitalization. By identifying owners. By providing an
by the consolidation of opportunities, upholding accessible booking platform
cross industry vendors in quality assurance, and to increase productivity
providing mobile services making informed decisions, and connect vendors to an
at your fingertips, we we desire to leverage the uncaptured user base, we
aim to integrate ease data collected for optimal intend to be the channel of
to your everyday life. mobile service curation. discovery into modern times.
BRAND PERSONALITY

AGILE

OUTSPOKEN

HELPFUL

PRACTICAL

ACCESSIBLE

CONVENIENT

HANDY

UNIQUE
BRAND PROMISE

There’s a truck for that.

KEY DISRUPTORS
APP DEVELOPMENT
AND DESIGN
Based on what was showcased by the team
of the current version of the app, there is
much room for improvement from a UI/
UX standpoint, visual standpoint, and data
collection standpoint. One of the key attributes
from a successful app is to have a user friendly
interface. Moreover, to truly add value to
the business, data gathering has to be a
fundamental aspect. To assist our vendors,
we must democratize this data and allow
them access to it so that they may improve
their businesses. We must also put in ancillary
methods to make sure vendors are not able
to circumvent our platform to book revenue.
VENDOR ONBOARDING
AND CUSTOMER BEHAVIOR
Launching with the right blend of
vendors from multiple various industries
will allow for a successful launch of the
app. Moreover, the bigger challenge is
understanding that we are promoting
a new consumer behavior of having all
these services done from the home. There
are few services that people are used to
getting done at home (ie. pet grooming).
However, there are many that people
need to wrap their head around getting
at home (ie. dental work). To be able to
change consumer behavior is a challenge,
but is also a greater reward if achieved.
PROJECT TEAM AND
CONTACT INFO

LULWA M. ALAJEEL FAISAL ALOTHMAN

Brand Strategist Creative Director
Managing Partner Managing Partner

Email: Email:
l.malajeel@gmail.com ft.alothman@gmail.com

Contact Number: Contact Number:

+965 9666 9090 +965 9999 5082