Designing the value proposition for e-trucking marketplace platform by applying the value proposition canvas.

Abstract

The purpose of this thematic paper is to explore the insights of Full-Truck Load (FTL) shippers and carriers toward the channels they use for hiring truck transportation and obtaining a shipment order, to find unmet needs from the existing marketplace channels, and to design the value proposition for a new trucking marketplace platform. In-depth interviews were conducted on 20 respondents, which were 11 shippers and 9 carriers, between July 2020 and August 2020 to gather data for their insights that would clarify the transportation activities they need to manage, obstacles, and expectations from the usage of a marketplace platform. Data were collected by direct individual interviews and phone interviews. The study suggests that the majority of shippers and carriers use the Line Open Chat -a group chat application as the main online marketplace for a low price backhaul delivery. Six trucking platforms mentioned in the study are divided into two categories which are the on-demand platforms and the marketplace platform. Trials of the on-demand platforms, there are unmet needs in terms of mismatched price, limitation of truck options, seamless payment system, and electronic receipt and withholding tax. In case of the marketplace platforms, there are pains in terms of uncertainty to get a successful matching order and the hassle in manual managing the transportation activities. To fulfill these gaps, this study proposes the value proposition design for the budget trucking segment that is the on-demand budget trucking platform where shippers and carriers can get a backhaul truck/order within their budget instantly and hassle-free form managing the transportation activities. This study serves as a preliminary step for future researchers to measure the market-solution fit of a concept of the proposed platform. The future study can extend in form of quantitative research to assess the degree of valued factors in terms of pains and gains with greater numbers of shippers and carriers, in order to emphasize the patterns of insights by the mass market