The document discusses the delivery problem in e-commerce. It notes that shoppers currently have to wait days for deliveries that occur at the courier's convenience. This costs e-retailers between £790m-£1bn per year in failed deliveries. The document then introduces Shutl, which aims to provide delivery within 90 minutes of purchase using a point-to-point courier network rather than traditional hub-and-spoke systems. Shutl will generate quotes from multiple carriers and book the delivery directly through each carrier's API. Customers will receive updates on the delivery status and GPS location while in transit.
2. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
e-Commerce and the web have
5 Branding Guidelines
come a long way in 17 years
Wednesday, 28 September 2011
3. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
e-Commerce and the web have
5 Branding Guidelines
come a long way in 17 years
Delivery has not...
Wednesday, 28 September 2011
4. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
e-Commerce and the web have
5 Branding Guidelines
come a long way in 17 years
Delivery has not...
Shoppers must still wait day(s) for
a delivery that occurs at a time
that suits the courier company
Wednesday, 28 September 2011
5. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
The Delivery Problem
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Wednesday, 28 September 2011
6. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
The Delivery Problem
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Failed deliveries cost e-retail £790m - £1bn pa
IMRG, April ‘10
Wednesday, 28 September 2011
7. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
The Delivery Problem
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Failed deliveries cost e-retail £790m - £1bn pa
IMRG, April ‘10
2/3 cart abandoners cite delivery as reason
Continental Research (for RM Brighter Insights), ’09
Wednesday, 28 September 2011
8. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
The Delivery Problem
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Failed deliveries cost e-retail £790m - £1bn pa
IMRG, April ‘10
2/3 cart abandoners cite delivery as reason
Continental Research (for RM Brighter Insights), ’09
90% online shoppers cite delivery as top annoyance
Co-op + CBI/Pfizer. Jul ’11
Wednesday, 28 September 2011
9. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
The Delivery Problem
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Failed deliveries cost e-retail £790m - £1bn pa
IMRG, April ‘10
2/3 cart abandoners cite delivery as reason
Continental Research (for RM Brighter Insights), ’09
90% online shoppers cite delivery as top annoyance
Co-op + CBI/Pfizer. Jul ’11
61% online comments about home delivery are negative
Ubervu, Sep ’11- 1,964 comments over 90 days, reach of 975k
Wednesday, 28 September 2011
14. Delivery within 90
minutes of purchase
Shopper chooses 1 hour
delivery window
Wednesday, 28 September 2011
15. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
how?
Wednesday, 28 September 2011
17. “Point to Point” Courier
3% Courier, Express & Parcel Market
Wednesday, 28 September 2011
18. “Point to Point” Courier
+3,000 more!
3% Courier, Express & Parcel Market
Wednesday, 28 September 2011
19. “Point to Point” Courier
+3,000 more!
3% Courier, Express & Parcel Market
Wednesday, 28 September 2011
20. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Wednesday, 28 September 2011
21. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Black on white Reverse (white) on darker tones
Please note:
The black logo should never
££££ £££
appear on in any ‘dark’ colour
background.
Quote generated
5 Branding Guidelines
from each carrier
within Shutl ££
platform, best
£££
picked based on
price & quality
£££
Client API ££££
Wednesday, 28 September 2011
22. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Black on white Reverse (white) on darker tones
Please note:
The black logo should never
££££ £££
appear on in any ‘dark’ colour
background.
Quote generated
5 Branding Guidelines
from each carrier
within Shutl ££
platform, best
£££
picked based on
price & quality
£££
Client API ££££
Wednesday, 28 September 2011
23. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
On checkout,
5 Branding Guidelines
delivery sent via
API directly into
chosen carrier’s
transportation
Client API Carrier Booking API
management
system
£
Wednesday, 28 September 2011
24. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
Carrier Update API
5 Branding Guidelines
Wednesday, 28 September 2011
25. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
While the job is
Carrier Update API
5 Branding Guidelines
in progress Shutl
receives regular allocated
status and GPS
updates from the
£
carrier
SHOP
Wednesday, 28 September 2011
26. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
While the job is
Carrier Update API
5 Branding Guidelines
in progress Shutl
receives regular allocated
status and GPS
updates from the
£
carrier
collected
SHOP
Wednesday, 28 September 2011
27. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
While the job is
Carrier Update API
5 Branding Guidelines
in progress Shutl
receives regular allocated
status and GPS
updates from the
£
carrier
collected
GPS
SHOP
Wednesday, 28 September 2011
28. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
While the job is
Carrier Update API
5 Branding Guidelines
in progress Shutl
receives regular allocated
status and GPS
updates from the
£
carrier
collected
delivered GPS
SHOP
Wednesday, 28 September 2011
29. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Technology Stack
Shutl Black:
Pantone BLACK
Shutl Accent Grey:
Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
•Ruby - Rails/Sinatra
background.
5 Branding Guidelines
•Ruby enterprise edition 1.8.7
•Rails 3.0 - just finishing upgrade from Rails 2.3
•Apache web server
•Passenger app server
•Memcached
•MySQL database
•Linux
•Solution requirement - We wanted complete control over the software
part of our technology stack from the OS level up
•Led us to IaaS solutions
•AWS gives us the infrastructure building blocks to build a flexible,
scalable, on demand, and cost effective systems architecture, while giving
us complete control from the guest OS level up
Wednesday, 28 September 2011
30. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Core Architecture
Shutl Black:
Pantone BLACK
Shutl Accent Grey:
Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Wednesday, 28 September 2011
31. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Use Case #1 - Bootstrapping a
startup Shutl Black:
Pantone BLACK
C0 M0 Y0 K0100
Shutl Accent Grey:
Pantone BLACK
C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
•What we had
•An idea to be implemented
•Lots of uncertainty
•What we didn’t have
•£££
•Time
•Benefits
•No capital investment - key when you haven’t raised capital
•Utility pricing - pay only for what you use, keep costs down
•Real options - low upfront investment in time and money, no long term
contracts, and the low cost of experimentation with different AWS
components allows us to postpone making decisions that are difficult to
reverse
Wednesday, 28 September 2011
32. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Use Case # 2 -Unknown Demand
Shutl Black:
Pantone BLACK
Shutl Accent Grey:
Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
•What we had
•An unproven product not yet in production
•Unknown market demand
•Lots of uncertainty
•What we still didn’t have
•£££
•Time - need to quickly demonstrate viability of the technology and the
business model
•Benefits
•No need for detailed capacity planning - accurate forecasting at this point
was virtually impossible
•On demand EC2 instances protect us from both costly expenditure for
potentially unused capacity in the downside case and becoming a victim
of our own success and exceeding available capacity in the upside case
Wednesday, 28 September 2011
33. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Use Case # 3 - Variable Demand
Shutl Black:
Pantone BLACK
Shutl Accent Grey:
Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
•In terms of demand patterns we are a retail/ecommerce business
•Seasonal fluctuations
•Peak period leading up to Xmas
•December volumes many multiples greater than next busiest month
•Daily fluctuations
•Traffic picks up starting around 7am
•Peaking around lunchtime, 12-2pm
•Declining through rest of the day
•Hardly any traffic between 12am-6am
•Benefits
•On demand and utility pricing = Efficiency and cost savings
•Matching supply and demand and costs and revenues
Wednesday, 28 September 2011
34. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Use Case # 4 - Software
Development Lifecycle Support
Shutl Black:
Pantone BLACK
C0 M0 Y0 K0100
Shutl Accent Grey:
Pantone BLACK
C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
•Multiple environments appear on in any ‘dark’ colour
background.
• QA
5 Branding Guidelines
• UAT
• Sandbox (for external retailer and carrier testing)
• Performance test
• Production
•Available on demand
•UAT only needed for period prior to end of a release cycle
•Performance test only need for matter of hours. Replicate an
environment identical to production providing more realistic test
•Multiple QA environments as needed
•Developer wants to experiment with something in a non-local server
environment
•Benefits
•Flexibility
•Agility
Wednesday, 28 September 2011
35. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
Benefits Wrap up
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Wednesday, 28 September 2011
36. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
Benefits Wrap up
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Levels the playing field with big enterprises
Wednesday, 28 September 2011
37. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
Benefits Wrap up
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Levels the playing field with big enterprises
A powerful tool to manage risk and uncertainty
Wednesday, 28 September 2011
38. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
Benefits Wrap up
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Levels the playing field with big enterprises
A powerful tool to manage risk and uncertainty
Fits a startup’s budget
Wednesday, 28 September 2011
39. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
Benefits Wrap up
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
Levels the playing field with big enterprises
A powerful tool to manage risk and uncertainty
Fits a startup’s budget
Will scale with us as we grow
Wednesday, 28 September 2011
40. Shutl Main Red: Shutl Accent Red:
Pantone 485 C Pantone 484 C
C0 M100 Y99 K4 C0 M100 Y99 K4
R208 G31 B40 R208 G31 B40
red on white HEX D01F28 HEX D01F28
red on lighter tones
Shutl Black: Shutl Accent Grey:
Pantone BLACK Pantone BLACK
C0 M0 Y0 K0100 C0 M0 Y0 K70
@ 70%
Please note:
Black on white Reverse (white) on darker tones The black logo should never
appear on in any ‘dark’ colour
background.
5 Branding Guidelines
any questions?
Steve Romney
CTO
steve@shutl.co.uk
@shutl
Wednesday, 28 September 2011