This is a case study demonstrating how innovation can be applied across sectors and how an established industry can be transformed by technology.

Getting Started

Appropriate Subject Area(s):

Entrepreneurship, marketing, digital transformation

Key Questions to Explore:

  • How do innovations move across sectors?
Study and Discussion Activity

Introduction to lesson and task:

This is a case study of an innovative startup in a well-established sector.

Action (lesson plan and task):

  1. Before distributing the article for reading ask students to examine the title.  What does it mean to “Uber-ize” something? Write the descriptors on the board.
  2. Distribute the article for reading.
  3. Have a discussion about the premise behind Second Closet. How does it differ from traditional storage companies?  Use a Venn diagram to outline the distinctions and where they have commonalities.
  4. Ask students how Mark and David Ang found the capital to launch their venture.
  5. Ask them what they think was the attraction for investors.
  6. Have them describe the target customer for Second Closet.
  7. How do they recommend Second Closet communicate with their target market?

Consolidation of Learning:

  • Second Closet has major expansion plans.  What advice would students give Mark and David Ang as they set out to grow their venture?
Success and Additional Learning

Success Criteria:

  • Students understand the impact of technology in designing and developing a business.

Confirming Activity:

  • In groups of four, students should brainstorm other industries that would benefit from implementing technology solutions to make them more efficient and better.  What solutions do they suggest by industry?