Dayjob – AI for Skip Hire Scheduling

Challenge
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Skip hire scheduling is one of the most complex logistics problems out there. Unlike parcel delivery, jobs aren’t fixed — skip sizes, driver schedules, time slots, and multiple depot returns make each day a Rubik's cube to solve. Most operators still manage it manually, leading to over dependencies on key individuals and overworked transport teams.

Dayjob had built a stellar product to solve these problems — but needed to:

• Establish a clear positioning to differentiate themselves from generalised legacy solutions.
• Identify and articulate an ideal customer profile (ICP).
• Launch with an authentic, human-led brand voice that would resonate with a very traditional industry.
• Use content to build pipeline and generate inbound leads from potential customers.

Approach

Working alongside Brand Guide, a boutique design agency, on the visual identity, Lumen delivered:

1. Positioning & Messaging
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   • Defined Dayjob’s market positioning as “AI scheduling built for skips — not parcels”.
   • Established a down-to-earth, authoritative, empathetic tone of voice.
   • Developed messaging pillars focusing on profitability, efficiency, and people-first operations.

1. ICP Development
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   • Segmented three core audiences — family operators, PE-backed businesses, and corporate players — each with distinct decision drivers.
   • Created tailored comms strategies for each, from printed media for local operators to LinkedIn and events for corporate players.

1. Content & GTM Activation
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   • Crafted launch content for web, sales decks, and social.
   • Produced an editorial feature in Skip & Waste Magazine, mailed to the top 100 skip and waste companies in the UK. Though executed as a brand-led exercise, it resulted in an unexpectedly high direct response rate from interested prospects.
   • Built a human-led founder narrative highlighting the people behind the AI.
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Launch
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The magazine placement not only positioned Dayjob as a credible, specialist solution — it also generated direct inbound leads from operators who saw the piece.

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The GTM narrative centred on:

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• AI as a secret weapon — increasing jobs by 5–10% without adding trucks or drivers.
• Freeing up transport teams — shifting from manual planning to high-value operations.
• Early adopter advantage — drawing parallels with the founder’s Deliveroo experience to show why acting now secures competitive edge.

Results
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• Increased brand awareness across the UK skip hire sector.
• Secured inbound leads directly from print distribution (quantified ROI to follow from client).

• Established Dayjob’s positioning as the AI scheduling platform built for skips.
• Created a messaging framework and tone of voice that will scale with the business.

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Lumen’s Role: Positioning, messaging, content strategy, GTM execution.
Partners: Brand Guide (visual identity) - Dale Blackwood
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