WorkFromAnywhere H4R Stanford 2020

1. 1-Click Relocation
60
Interviews
(+24 today)Mentors: Craig Seidel, Adi Bittan

2. Christina Pan Alisha Adam Aaron Mitchell Edward Sanders
Degree / Major
University
Stanford affiliation
Stanford BS,
MS in Computer Science
Stanford BA International
Relations,
MS Computer Science
BFA from the New
Hampshire Institute of Art
Stanford MBA
LinkedIn profile URL or
online bio
https://www.linkedin.com/in
/christinaapan/
https://www.linkedin.com/in
/alishaadam/
https://www.linkedin.com/in
/aaron-mitchell-design/
https://www.linkedin.com/in
/sandersedward/
Are you a subject
matter expert (SME) for
this team?
No Yes – exposure to urban
mobility and hospitality
No Yes – aviation & tourism
Anything interesting we
should know about you
I work as a software
engineer at Amazon Web
Services (AWS)
Launched Uber in my
hometown (Vancouver,
Canada), which was
previously the largest city
in NA without ridesharing
I’ve worked as a designer
in tech for 8 years including
at a startup accelerator and
at Rover, a pet care
marketplace
Launched the first low cost
airline in Japan

3. What we observed
before class started
Day 1: 1-6 month stays in domestic USA
Day 2: 1-2 month stays in non-touristic domestic USA towns
Day 3: Two-sided marketplace for towns to incentivize relocations
Day 4: Door-to-door relocation service for ‘multi-mover’ WFHers
Company policies encouraged/mandated WFH
Technology was – mostly – up for it (zoom preschools!)
People had a preference to be nearer to family & friends,
nearer to lifestyle features and in lower cost regions
What we thought
happens as a result More people
move
More permanent moves
More frequent, temporary moves
What we tested to try
serve this big change

4. What we learned:
“Cleveland is not
sexy”
Most people had
predetermined
reasons for moving
somewhere
Maybe towns need to
try harder… so could
we match people, like
a date/job offer, with
towns who want them
to relocate?
What we learned:
“You couldn’t pay me
$10,000 to go to
Tulsa”
Most people had
predetermined
reasons for moving
somewhere
The pain less finding
somewhere to move,
but doing the
move itself
What we learned:
No-one thought of 6m
WFH as ‘working
while on vacation’
Value proposition not
evident for tourist
destinations with own
‘pull’ / brand equity
People were keen to
get away and had an
idea of where already

5. DAY 1-4
Two MVPs used
DAY 4
We built a simple landing
page advertising 3 cities
that are currently offering
incentives for remote
workers to move there.
Objective: Collect
emails and capture a
signal if users are
interested in learning
about city offers or a
door to door moving
service
Results: 25 unique
visitors. No email
signups. Feedback that
this was intriguing, but
people are still wary of
moving “anywhere”.
They would be more
open to offers within a
state/region where had
already decided to move
DAY 2
Part A: Simple,
interviewer-directed
Q&A to collect
customer needs and
expectations
objective: gather use-
case information to test
hypothesis on duration,
destination, cost
Part B: Clickable
airbnb style prototype
that lets users compare
six different
destinations
objective: gauge
reaction to non-
traditional destination
and content displayed;
gather other
information like price
and decision criteria

6. Relocating to
a new city
Moving
Working
Living
Finding new
work space
Disconnecting
wi-fi & utilities
Choosing
the right city
Choosing a
neighborhood
Finding an
apartment
Furnishing the
apartment
Building a local
community
Connecting
wi-fi & utilities
Cleaning the
apartment
Adding personal
touches
Level of pain:
High Med Low
Finding
hobbies / leisure
Buying the
essentials
Packing
stuff up
Shipping to
destination
Unpacking at
destination
Finding
storage
Finding packing
materials
Selling furniture
Moving into
storage
Travelling to
destination
Maintaining
productivity
Local
transportation
Packing up
work space
Customers: Learning about where there’s pain
“If it wasn’t such a hassle to relocate
each time, we would move twice a
year”
“I’ve got friends all over the country.
With WFH you can spend proper time
with them, not just a weekend trip”
DAY 5

7. WFA
Agreed
Relocation
Requirements
Partners
Partners: Learning about where there’s value
Relocation activities Base rate
Storage $100-200pm
Furniture sold / bought $500-5,000
Packing & shipping $2,000-4,000
Housing (temporary, longer term) $500-3,000pm
Utilities (wifi, cable, power) $200pm
In home services (cleaning, essentials) $100-200pm
Out of home services (gym, office-share) $100-400pmCustomer
Potential for affiliate
or management fees
“We only do corporate moves. If
you’re an individual, try calling a
shipping company.”
DAY 5

8. Relocation Companies Owned Property Property Marketplace Towns & Cities
11 responses for requests to
book one month stays
This business is incredibly
fragmented (corporate-only vs.
regional-only vs. cross-country)
It’s incredibly hard and time
consuming to figure out which
relocation company is right for
you.
White glove services impose a
minimum weight, which means
smaller moves are overcharged.
Delivery timelines are 1-3
weeks, meaning that individuals
need to plan for this time gap.
Lease arbitrage, with a 20%
margin at best, high operating
cost and the risk of vacancy
loss is “kind of shit”
“It was a mistake to treat
perishable product like
software.”
Marketplace vs. control: Trying
to combine the two is hard.
Marketplaces are more efficient
(Airbnb) but lack the
consistency to deliver high
quality product. Direct
management ensures quality
but lacks scale.
Generally good understanding of
the requirements to host
prolonged WFH guests
Frequently cited the following
● wifi speeds
● wifi range
● addition of new desks
● suitability of workspaces
● other guests’ WFH
experiences at the
property (positive and
negative)
Small towns and their quality of life
are highly desirable in the current
environment, and they are seeing
an influx of people and companies
Small towns want to attract remote
workers and are investing in the
infrastructure to serve them (fiber
internet).
Struggle quantifying value of new
workers and finding the resources
to invest in attraction.
The lack of expertise may be an
opportunity to partner and provide
value.
Key Partner Learnings
DAY 5

9. Where we are...
Find as many people as we can who are
moving this year to validate the customer
journey & level of pain that we’ve heard so
far
Do a detailed value/value-capture of what
potential payments could be available by
speaking to agencies, vendors, partners
“Free Gopher”-version to get real
experience managing someone’s move
…and what we’re excited to do next
DAY 5
There is a customer segment that wants to
move often and finds moving painful
Affiliate and management-fees are known
to industry insiders
The team have all done self moves and/or
corporate relocations, but never managed
another person’s move

10. Thank you!

11. APPENDIX

12. Carlos
“The hardest point is making this space
look and feel like home again.”
Customer Personas
● Age: Late 20s
● Current housing: Living with his partner in
Boston
● Work: PM at Google (office closed until 2021)
1. Take advantage of the opportunity to live
where he wants, unconstrained by company
location
2. Choose the right neighbourhood for his
lifestyle
3. Negotiate discount for a medium-term rental
(6 months)
Demographics
Goals & Needs
Arif
““I truly don’t care where we move to,
it’s about the people I’m going with.
My criteria are nature and wi-fi.”
“
● Age: Late 20s
● Current housing: Living by himself in
Brooklyn
● Work: Healthcare start-up (remote until 2021)
Demographics
1. Comparing across states based on high-level
criteria (proximity to national park)
2. No source of truth on storage needs / cost -
called individual companies for comparisons
3. Doesn’t trust listings on platforms such as
Craigslist without seeing them in person
Goals & Needs

13. Describe your competition
with Petal Leaf Diagram
Work From
Anywhere