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Outdoorsy co-founders detail how they expanded the sharing economy to RVs

Jen Young and Jeff Cavins were sitting in a beige conference room at a downtown Vancouver hotel, wasting away under fluorescent lights, an endless PowerPoint and a pair of sad Styrofoam cups of coffee between them. Young was there on a marketing contract. Cavins was a board member. They shared one of those looks that only couples can understand. It said: There’s got to be something better than this.

With 40 years of running technology companies under Cavins’ belt and a successful ad agency career under Young’s, the two decided to craft a business around their shared passion of being out in nature. When they realized there are more than 20 million recreational vehicles all across the U.S., most of which are used only a handful of days, they saw an opportunity. They asked themselves: How do we create memorable outdoor experiences and make them available to everybody?

For seven months, the couple traveled across the U.S. to do market research on travelers and RV owners to form the basis of their company.

The sharing economy of Uber, Lyft and Airbnb had already laid the groundwork. Why not open it up to RVs?

In 2014, Young and Cavins invested their life savings into Outdoorsy, sold their homes and jumped into an Airstream Eddie Bauer trailer. For seven months, the couple traveled across the U.S. to do market research on travelers and RV owners to form the basis of their company.

In June, Outdoorsy raised $90 million in a Series D led by ADAR1 Partners, as well as an additional $30 million in debt financing from Pacific Western Bank. The money will be used in large part to accelerate the growth of Outdoorsy’s insurtech business, Roamly. In the same month, the company announced a partnership with glamping company Collective Retreats to expand its outdoor offerings.

The following interview, part of an ongoing series with founders who are building transportation companies, has been edited for length and clarity. 

You’ve taken a personal approach to your business, spending months in the research phase actually living in an RV and interviewing RV owners and their families around the country. How do you think that’s shaped your business?

Jen Young: When we lived on the road, we had to experience that customer experience every day for hundreds of days. So this is where we were able to pick up and identify what the biggest pain points were on the renter and the owner side and start tackling those first.

For example, we understood what was most important from an insurance perspective because we could hear the voices of renters and owners — they consider these things their babies in many cases.

The owners that are more entrepreneurial-minded, they consider them more of a business asset, but both of them want to know, “What am I going to get for liability insurance? Comp and collision? Interior damage?” The detailed list of those things became the beginning of the product roadmap, as well as itemizing what things have to occur for a good guest experience.

In what ways have you had to pivot your model based on how people have used your platform? 

Cavins: One of the things we learned is most renters don’t want to drive these things, so owners started to do delivery, which became very popular on our platform. Sixty percent of all owners now will just deliver and set up for you so you can arrive at your campsite and everything’s just done. Your chairs are out, your barbecue is out, your awning is out and maybe a bottle of champagne in your fridge for you.

When Jen and I were traveling last year, we saw that most of the American landscape of campgrounds and campsites were overbooked. People couldn’t get their reservations closed the way that you would expect in a world of technologically evolved industries, and we thought there had to be something better in terms of the customer experience for camping, which really catalyzed our investment in glamping company Collective Retreats.

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Outdoor startups see supercharged growth during COVID-19 era

After years of sustained growth, the pandemic supercharged the outdoor recreation industry. Startups that provide services like camper vans, private campsites and trail-finding apps became relevant to millions of new users when COVID-19 shut down indoor recreation, building on an existing boom in outdoor recreation.

Startups like Outdoorsy, AllTrails, Cabana, Hipcamp, Kibbo and Lowergear Outdoors have seen significant growth, but to keep it going, consumers who discovered a fondness for the great outdoors during the pandemic must turn it into a lifelong interest.

Outdoorsy, AllTrails, Cabana, Hipcamp, Kibbo and Lowergear Outdoors have seen significant growth, but to keep it going, consumers who discovered a fondness for the great outdoors during the pandemic must turn it into a lifelong interest.

Social media, increased environmentalism and high urbanization were already fueling a boom in popularity. There was a 72% increase in people who camp more than three times a year between 2014 and 2019, mostly spurred by young millennials, young families with kids and nonwhite participants.

But 2020 was a different animal: After months of shelter-in-place orders, widespread shutdowns and physical distancing, outdoors became the only location for safe socializing. In South Dakota, the Lewis and Clark Recreation Area saw a 59% increase in visitors from 2019 to 2020. In the pandemic year, consumers spent $887 billion on outdoor recreation according to the Outdoor Industry Association, more than pharmaceuticals and fuel combined.

And it’s going to continue to grow. Hiking equipment alone is supposed to reach a $7.4 billion market size by 2027, a 6.3% compound annual growth rate. Camping and caravanning is having an even more drastic moment. Without international travel, vacations shifted from flights to exotic resorts to domestic road trips, self-contained rentals and camping. In 2020, the market for camping and caravanning was almost $40 billion and is predicted to rise 13% to just over $45 billion this year.

After the initial and extreme drop-off in engagement early as national parks closed, private camping sites shut down and domestic travel ceased, many outdoor startups have had a breakout year. Outdoorsy, the peer-to-peer camper van rental marketplace, said it saw 44% of all bookings in the company’s history in 2020.

Campsite booking platform Hipcamp said it sent three times as much money to landowners in 2020 as compared to 2019. And it’s not just experienced outdoor veterans taking advantage of the work-from-home lifestyle: in 2020, Cabana, a camper van rental startup, said 70% of its customers had never rented a camper van or an RV before and another 26% had only done it once.

But a report commissioned by the Outdoor Industry Association showed that the most popular outdoor activities were ones that people could do close to home, not the traveling kind Hipcamp, Cabana and Outdoorsy traffic in. The three most popular outdoor activities for newbies: walking, running and bicycling.

But the pandemic did create a small boost for camping, climbing, backpacking and kayaking; fueled by an increase in women, younger, more ethnically diverse, urban and slightly less wealthy people pushing into the outdoors. This class of outdoor startups will need to engage the new demographic shift to capitalize on the pandemic’s outdoor boom because, according to the report, a quarter of those who started new outdoor activities during the pandemic don’t plan on continuing once it’s over.

Startups are increasing accessibility to the outdoors

But getting into the outdoors can be overwhelming: there’s gear to buy, skills to learn, exploring unfamiliar areas and the added stressor of safety. Outdoor startups are working to lower the barrier to entry to help grow their businesses.

“I think anytime you have like 2,000 articles with two dozen tips on how to use a product, that tells me that it is really, really too hard to use,” said Cabana founder Scott Kubly. “To me, that says there’s nothing but friction in this process. If you want to build something that’s mainstream, you need to make it super consistent and really easy to use.”

Kubly said only half a percent of the U.S. population takes a rental van or RV trip each year. Planning an outdoor adventure can be time-consuming — choosing a location, finding an open campsite, planning meals and water, and figuring out dump stations for trash or septic. That planning is multiplied tenfold if you are going for a road trip or backpacking and need to find new places every other night.

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As Americans look to escape, this peer-to-peer RV rental startup is happy to accommodate them

The world feels as fragile as ever, and those with any options at all are looking to get away this summer.

For many, planes and hotel rooms won’t be an option they consider owing to continued concerns about the coronavirus (not to mention the expense, which 40 million fewer Americans can likely afford). That leaves perhaps renting a local Airbnb this summer or, for a growing number of people, looking for the first time to rent an RV or camper van, including as a way to visit far-flung family members who might otherwise be unreachable.

Last week, we talked with Jeff Cavins, a serial operator and the co-founder and CEO of a company that’s poised to benefit from the latter trend: Outdoorsy, a peer-to-peer RV rental company that was founded in 2015, bootstrapped by its founders for a couple of years, and has more recently attracted $88 million in venture funding, $13 million of it an extension to a $50 million Series B round that it quietly closed early this year.

We wanted to know what trends the company — which collects fees from both the vehicle owners and the renters on its platform — is seeing, including how its customers are changing and where they’re looking to park themselves this summer. Below are some excerpts from our chat, edited lightly for length.

TC: How has your model changed because of the coronavirus?

JC: We had typically seen an average rental on our platform would run about six days. That’s now over nine days. With COVID, as with many other companies, we saw a lot of de-bookings in the platform, but then they all roared back and then some. We’ve seen a 2,645% increase in bookings from the low point of COVID, which was late March, to right now.

TC: What percentage of those booking trips are first-time customers?

JC: In the month of May, 88% of our bookings were by first-time renters, which is a record for us. And more than half of them have come back and already booked their second trip. So some booked in May; they went away for the Memorial Day weekend [and] came right back. And they booked another one for, in this case, like the Fourth of July or [trips in] June. As you know, a lot of people are at home with their kids, so everybody in America has this big, long extended summer break. And with the kids, they’re finding this is the safer option for travel.

TC: Are their expectations different? Are they looking for certain things that maybe more seasoned RV campers wouldn’t think to ask?

JC: The big trend that we’re seeing in the RV industry, and this is not unique to America, is the new consumers don’t want those big land barges. What they want are camper vans, because the average user on our platform is under the age of 40, which was a big surprise to this industry because it’s always leaned a little bit towards the Boomer or the retiree demographic. And they like camping off the grid. They like to operate with vehicles that feel comfortable to them, that have a smaller footprint, that are easier on the environment. And so things that have become popular are solar power, potable water that can be transportable, hookups for mountain bikes, sporting gear . . . They also want to be able to head to unique locations where they can build those Instagram mobile moments. So we’re starting to see that trend, and it has become a global phenomenon.

TC: When we last talked, in January of last year, Outdoorsy had around 35,000 vehicles available to rent on the platform. How many are on the platform now?

JC: We have 48,000 peer-to-peer listings; when we add our international users and we have a lot of these mega fleets that are connected to our site via an API like Indies Campers or Jucy, that puts our supply at 68,000 units.

TC: And how are you making sure that these vehicles are free of germs and don’t transmit diseases?

JC: Cleanliness is a big factor for any form of accommodation. In our case, we’ve been producing for our listing community CDC guidelines on cleaning standards. We’ve asked our owners to place additional time between rentals so they can let the vehicles take time to manually disinfect. One of our investors at our company is a molecular biologist [whose] doctoral thesis at Harvard won the Nobel Prize for chemistry and he’s been helping us communicate with our owner community on things like these new ultraviolet radiation lamps that are common. You’ll see them installed in ambulances . . . if you let them set for a while, they will help completely decontaminate the environment.

We’re also encouraging renters to bring cleaning supplies with them. A lot of people will feel much more safe if they’re able to control their environment. And we’ve started a contactless key exchange, [meaning] the owner will deliver the vehicle to a campsite, put up the awning, the camping chairs, and so on. And then the renter will come later.

TC: You mentioned changing user behaviors. Out of curiosity, are you you seeing renters who aren’t heading to Yosemite or Yellowstone but instead to an RV down the street so they can, say, work apart from young children?

JC: One of the things that we’ve seen is, I may live in San Diego, for example, and grandma lives in Kansas City, and there’s no way for the kids to go see her. So camper van and RV travel has become that way for families to see those loved ones they haven’t been able to see during quarantine and maintain family connectivity.

TC: You mentioned de-bookings earlier this year. Did you have to lay off staff?

JC: We had about 160 employees prior to COVID. And we did do some right-sizing. Most of the impact in our organization was in our international markets — we had a  team in Italy, Germany, France, U.K., Australia, New Zealand [that were cut]. In terms of our domestic employees, rather than cuts, we sat down with the team and said, ‘If everybody is willing to take a salary adjustment, we will reward you with more equity in the business. This could be a period of time where we save those jobs around us.’

I work with no income; I don’t have a salary. And there are a few other executives who elected to [forgo theirs]. So it was a way to align our employees with our investors by compensating them more in equity.

TC: As business picks up again, are you thinking about another round of funding?

JC: There is no plan to [raise more right now]. We were profitable in the month of May. We’ll be profitable again in the month of June. Unless there’s a second wave of COVID and lockdowns, our booking activity is now foretelling a profitable July, August and September, so we’ll possibly produce a year-on-year fiscal profitable year.

The ones we typically get inbound activity from are the late-stage growth investors. We’ll all sit down with the board and we’ll talk about it and decide: Do we want to do something with that or just want to just keep, you know, chopping wood as fast as we can on our own?

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