Maybe the stork should deliver packages also

On Saturday morning, my wife and I returned from errands to find a huge package on our front porch. The package contained a crib.

Not this crib. This work has been released into the public domain by its author, Cveleglg at the Wikipedia project. This applies worldwide. https://commons.wikimedia.org/wiki/File:Krevetac22.JPG

No, my wife is not pregnant.

We examined the package and found the following:

  • A tag from the delivery company. I won’t name the company, but I will say that this package delivery was “off track.”
  • The true destination address for the package, which had the same street number but a different street name.
  • A message indicating that the crib was a gift.

Wrong deliveries have been a topic of conversation in my Ontario neighborhood on the NextDoor app, especially after “R” posted this:

From NextDoor. Author anonymized.

Many people did not agree with “R,” including myself.

So I tried to load the huge crib into the back seat of my car, but it was wider than the car. Since I didn’t want to drive around with an open car door, we went over to the real parents, who thankfully had a truck and picked up the crib.

But the package was delivered several days ago!

The most upsetting part of the story to me isn’t that the delivery company misdelivered the package in the first place.

The most upsetting part is that the delivery company told the parents-to-be several days ago that the package was delivered.

When it obviously wasn’t.

They had been wondering for several days where their supposedly-delivered package was, which wasn’t delivered until today…to the wrong address.

That’s really “off track.”

There’s a technology lesson here

All of the delivery companies, both the good ones and the bad ones, are incorporating package tracking technology into their operations. In theory, the technology lets you know exactly where the package is at any given time. In theory, this benefits the recipient by making sure the package is delivered to the right place at the right time.

But theory is not reality. This crib was lost in the system for several days. And I’ve previously shared the story about my business cards, which traveled from Nevada to California to Texas before returning to California.

It took longer than expected, but I finally got them.

Why do these errors happen? One reason is because the automation isn’t completely automated. Everything still depends on humans in the loop. For example, this morning’s delivery depended on a human to verify that they were delivering the package to the street name on the address label, and not some other street.

Another example that doesn’t amuse me is delivery time guarantees. Let’s say a package is promised to arrive at 10:30 am. In the real world, the package may not arrive until noon or later, but if you check the system, the system says the package was delivered at 10:29…and that many of the delivery driver’s packages coincidentally were delivered at 10:29!

But this is not a technology problem. It’s a business problem.

But it’s really a business lesson

While the delivery company strives for on-time and accurate deliveries, their actual processes to achieve this end up hurting the company. Rather than making sure that the package truly arrives correctly in the real world, the employees are incentivized to make sure the system records correct delivery of packages.

And the employees are punished (maybe fired) if the system says the package wasn’t delivered to the right place and/or at the right time.

The result? Some employee, afraid of losing their job, recorded a crib delivery several days ago to address X when the crib was really delivered today to address Y.

This is something that technology cannot solve. This can only be solved when a company focuses on delighting its customers, rather than reprimanding its employees.

What are you doing to delight your customers?

Unrestricted use from the Truman Library, part of the NARA. https://commons.wikimedia.org/wiki/File:Truman_pass-the-buck.jpg

Ontario Fire Station No. 9 Grand Opening

Ontario Fire Station No. 9.

On Saturday, April 30, 2022, the city of Ontario (California) held its COVID-delayed grand opening for its newest fire station, in the newer southeastern part of the city (2661 E. Grand Park St). The fire station actually opened in January, but the ribbon cutting was held this morning.

Ontario Fire Station No. 9 ribbon cutting. From https://www.youtube.com/watch?v=j9-Gmg2UlbE
2661 E. Grand Park St, Ontario, CA 91762. From Google Maps.

Public safety is a tough profession. I’ve worked with police more than fire/EMS, but it’s tough for all of them. At the ceremony, Ontario Mayor Paul Leon shared the story of a time that he accompanied the Ontario Fire Department on a call. Although Mayor Leon was wearing protective gear, he had to stop at a certain point because of the intense heat from the fire. The firefighters kept right on going, because it was their job.

And now the department has one more station, ensuring that the residents and businesses in that corner of Ontario will be safe.

From https://www.instagram.com/p/CcOwIKsvKV2/

Why the Toyota Arena’s square footage is unimportant in Zurdo vs. Boesel marketing…or YOUR marketing

There is a LOT going on in Ontario, California that escapes the attention of most of us. For example, only dedicated boxing fans may know what is happening here on May 14.

Former world champion and light heavyweight Mexican boxing star Gilberto “Zurdo” Ramírez (43-0, 29 KOs) of Mazatlán, Mexico, will face former WBA Interim Light Heavyweight World Champion Dominic Boesel (32-2, 12 KOs) of Freyburg, Germany on Saturday, May 14….The event will take place at Toyota Arena in Ontario, CA, and will stream live exclusively on DAZN.

From https://www.ringtv.com/638236-gilberto-ramirez-dominic-boesel-set-for-may-14-in-ontario-california/

So why didn’t I learn about the Ramirez-Boesel fight until a week after this April 22 announcement?

Because I’m not part of the target market for this fight.

The announcement that I quoted above was shared on The Ring website. Obviously people who visit that particular site are interested in boxing.

And the Toyota Arena is certainly promoting it. (“Zurdo” is Ramirez’s nickname.) Notice the prominent “BUY TICKETS” call to action. The Toyota Arena wants you to attend the event in-person.

And the DAZN streaming service is obviously talking about it and hoping that you sign up for the service. The yellow “SIGN UP NOW” buttons (two of them in this screen alone) are hard to miss. Unlike the Toyota Arena, DAZN doesn’t require you to be in person to view this fight.

DAZN website, Zurdo vs. Boesel streaming sign up.
From https://www.dazn.com/en-US/sport/Sport:2x2oqzx60orpoeugkd754ga17/abtjyjpn1btla7vxkzowzh5h5

What the Toyota Arena and the DAZN streaming service DIDN’T do when marketing the fight

Let’s look at one aspect of how the fight is being marketed.

Have you ever noticed that some companies believe that the best way to market themselves is to talk about themselves? They’re worse than a self-obsessed narcissist on a date.

Major Frank Burns (Larry Linville).
Major Frank Burns (portrayed by Larry Linville) of M*A*S*H fame. (Major Margaret “Hot Lips” Houlihan not pictured.) By CBS Television – eBayfrontbackeBayphoto front & release, Public Domain, https://commons.wikimedia.org/w/index.php?curid=30082123

If the “my company is most important” people were promoting this fight, the Toyota Arena could have started its Zurdo vs. Boesel page with the text below.

Toyota Arena, built and owned by the City of Ontario, operated by ASM Global, can accommodate over 11,000 guests. The 225,000 square foot venue features 36 luxury suites located on two levels and a continuous concourse hosting a variety of concession and refreshment stands, merchandise kiosks, the VIP Club and other fan amenities. Toyota Arena hosts over 125 events annually including concerts, family shows, and sporting competitions. The Arena is home to several sport teams including: Ontario Reign (American Hockey League), Ontario Fury (Major Arena Soccer League), Aqua Caliente Clippers of Ontario (G League Basketball), and LA Temptation (Legends Football League).

From https://www.toyota-arena.com/arena-info/about

This text appears on the arena’s “About Us” page. Why not also put it on the page for the fight, to ensure that the readers see it and realize the sheer awesomeness of the arena, the City of Ontario, and ASM Global?

Why not talk about the arena at the beginning of the fight announcement? Because fight promoters are smart. Fight promoters know that to make a sale, they need to maintain a customer focus.

Let’s say that you’re a boxing promoter and YOU have to promote this fight. Which of the following two facts is more important?

  1. Gilberto “Zurdo” Ramírez has a boxing record of 43-0 with 29 knockouts.
  2. The Toyota Arena is a 225,000 square foot facility.

Now perhaps the janitorial staff that has to service the Toyota Arena is more concerned about item 2, but if you want boxing fans to buy tickets or streaming access, you’re going to aggressively promote item 1 and maintain your customer focus.

So what is MY call to action to YOU?

If I were to ask you, there is a high probability that you are not a boxing promoter. I know this because I’m not submitting this post to The Ring as a press release, but am instead sharing it in various Inland Empire West business channels.

However, there is a pretty good probability that you own or manage a local business, and you have your own news that you want to get out.

And this news must resonate with your customers.

  • Perhaps you want to share a customer success story, case study, or testimonial—a casetimonial, if you will. This document must appeal to your customers, speak to their needs, and ideally lead to them considering your company’s services or products.
  • Or perhaps you want to share a white paper that addresses your customers’ needs, but also drives them to consider your business. For example, you might distribute a white paper that lists seven critical criteria for customer success—and coincidentally, your company’s offering satisfies all seven critical criteria. (What an amazing coincidence!)

Regardless of your desired written content, you need the services of an Ontario, California content marketing expert who can work with you and maintain a customer focus in your content marketing.

Ontario Convention Center.
By Mack Male – originally posted to Flickr as Ontario Convention Center, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=9512928

I, John E. Bredehoft, through my Ontario-based DBA Bredemarket, can write casetimonials, white papers, and other types of content, working with you to answer these and other critical questions BEFORE producing the content:

  • Why, how, and what do you do?
  • What is the topic of the content?
  • What is the goal that you want to achieve with the content?
  • What are the benefits (not features, but benefits) that your end customers can realize by using your product or service?
  • What is the target audience for the content?

After you’ve provided the relevant information to me, I’ll create the first iteration of the content, and we’ll work together to create your final content. The specifics of how we will work together depend upon whether you have elected the Bredemarket 400 Short Writing Service, the Bredemarket 2800 Medium Writing Service, or something else.

When we’re done, that final content is yours (a “work for hire” arrangement).

If I can help your business, or if you have further questions about Bredemarket’s B2B content creation services, please contact me.

A Dry Summer in the Inland Empire West

Housing construction in north Fontana, showing the lack of vegetation in the Inland Empire West
By BenFrantzDale – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=4055862

We’re dry again. Actually, we’ve been dry since before October 19, 2021.

Following the second driest year on record and with near record low storage in California’s largest reservoirs, Governor Gavin Newsom today issued a proclamation extending the drought emergency statewide and further urging Californians to step up their water conservation efforts as the western U.S. faces a potential third dry year.

From https://www.gov.ca.gov/2021/10/19/governor-newsom-expands-drought-emergency-statewide-urges-californians-to-redouble-water-conservation-efforts/

Now this would be the place for me to insert a picture of a dry reservoir, but I prefer statistical evidence to anecdotal evidence. And statistically, one of our local reservoirs, Lake Perris, is definitely lower than it was in prior years.

Regardless of how one feels about governmental powers, I think all of us can agree that if all people and businesses in California use the maximum amount of water, things won’t be so good.

What may IEUA cities do starting June 1?

As a result of the current drought conditions, the Metropolitan Water District has asked the Inland Empire Utilities Agency (IEUA) and five other agencies to take emergency actions effective June 1.

[T]he MWD has asked six of its member agencies to consider requiring its customers to restrict outdoor watering to just one day per week, or find other ways to conserve water, according to the large water agency that provides water to 19 million people in six counties.

From https://www.dailynews.com/2022/04/26/southern-california-water-supplier-adopts-unprecedented-rule-limiting-outdoor-irrigation/

For the record, the IEUA serves several cities in southwestern San Bernardino County.

As a regional wastewater treatment agency, the Agency provides sewage utility services to seven contracting agencies under the Chino Basin Regional Sewage Service Contract: the cities of Chino, Chino Hills, Fontana, Montclair, Ontario, Upland, and Cucamonga Valley Water District (CVWD) in the city of Rancho Cucamonga.

In addition to the contracting agencies, the Agency provides wholesale imported water from MWD to seven retail agencies: the cities of Chino, Chino Hills, Ontario, Upland, CVWD in the city of Rancho Cucamonga, Fontana Water Company in the city of Fontana, and Monte Vista Water District (MVWD) in the city of Montclair.

From https://www.ieua.org/about-us/

But the MWD isn’t the only water provider

Notice that MWD has only asked that the IEUA “consider” restrictions. Why can’t MWD mandate them? Because the MWD is not the only water provider for the agencies in question. Take the city of Upland, for example:

The City water interests are a result of either a direct water right or indirectly through its shareholder interest (entitlement) in two private mutual water companies. The City has a 93% shareholder interest in West End Consolidated Water Company (WECWco.). The water received from WECWCo. is local groundwater. The City has a 68% shareholder interest in San Antonio Water Company (SAW Co.). Both local groundwater and surface water from San Antonio Canyon is provided by SAW Co. San Antonio canyon surface water supply is subject to availability and is closely tied to rain and snowpack. This local surface is treated at the City’s San Antonio Water Treatment Plant. In addition to the local surface and groundwater supplies, the City invested and owns 22% interest in an 81 million gallon imported water treatment plant, Water Facilities Authority (WFA-JPA), Agua de Lejos located on Benson Avenue north of 17th Street. The WFA water treatment plant receives Northern California State Project imported water from Metropolitan Water District of Southern California (MWD) through Inland Empire Utilities Agency (IEUA) our MWD member agency. In 2013, IEUA completed regional pipeline facilities and began delivering recycled water. Recycled water is predominantly available in the southeastern sector of the City and is mostly used for large landscape irrigation areas, such as the Upland Hill Country Club Golf Course, City Parks, several school grounds and the Euclid Avenue median.

From https://www.uplandca.gov/water

Cities will require you NOT to water, except when cities require you TO water

As you can see, water rights can get a bit complicated. Especially when a city such as Upland threatens to fine a resident for NOT watering a lawn, as occurred in 2014.

Fernand Bogman stopped watering his grass in an effort to preserve water given current drought conditions.

“Under the current circumstances, I don’t believe that that is acceptable that we waste water,” Bogman told Goldberg.

The situation unfolded a few weeks back after Bogman was told a neighbor complained about his yard to the city.

That phone call led city officials to demand that he keep his grass green.

From https://www.cbsnews.com/losangeles/news/upland-man-could-face-steep-fines-for-allegedly-failing-to-water-lawn/

The charges were eventually dropped in 2015.

Anyway, if you live in one of the named cities, or in any city in California, be sure to keep up with your local city to see if water restrictions will affect you.

Four truths and a fable about the Ontario-San Antonio Heights “Mule Car”

Even people who live in Ontario, California may not know the story of the “mule car” in the median of Euclid Avenue at B St. You can see the mule car behind me in the “Cloudy days at the mule car” video below.

From https://www.youtube.com/watch?v=sw5Uc2VKCI8

(And yes, sometimes the sun DOESN’T shine in Southern California.)

Four truths about the Ontario mule car

There are four things about the mule car that we know as fact.

1. The Ontario mule car began service in 1888

The single-car train line connected Ontario, North Ontario (North Ontario was later known as Upland), and San Antonio Heights (near 24th and Mountain today), and benefited local residents by providing an easy way to travel between the three establishments. As the Historical Marker Database website notes, more and more people settled on the master-planned Euclid Avenue in the years after Ontario was established in 1882, and the train line provided an easy way to travel north and south.

2. The Ontario mule car benefited from gravity

For those who are not familiar with San Antonio Heights, Upland, or Ontario, the northernmost community (San Antonio Heights) is near the mountains, and (according to the Electric Railway Historical Association) there is an elevation drop of 1200 feet over the ten miles from San Antonio Heights to Ontario.

Of course, from the southern perspective of Ontario (see this Pacific Electric Railway page for a picture of the railway looking north), there is an increase in elevation of 1200 feet, which is why the mules were needed to pull the train up the hill. The uphill climb took about an hour.

Once the train reached San Antonio Heights and began its descent back to Ontario, the mules were no longer needed to pull the car.

[O]n the return trip the motive power climbed aboard a tiny trailer and coasted down with the car.

From http://www.erha.org/peeosah.htm

The downhill descent for the passengers (and the mules) took only 20 minutes. We’ll return to this later.

Mule use was not confined to the Inland Empire West. Mules were famously used in Death Valley. By NPS image from [1], Public Domain, https://commons.wikimedia.org/w/index.php?curid=124025

Since this is the Bredemarket blog, I can’t let this story pass without discussing the benefits of this system:

  1. Faster travel to on the southbound route to Ontario due to the faster downhill time.
  2. No use of power for the southbound route.
  3. Greater energy on the northbound route due to the rest that the mules received on the southbound journey.

(For additional information on benefits, click here.)

3. After electrification in 1895, the mule-less train line continued service until 1928

After several years, the train was electrified and the mules were no longer needed to power the train. This is when the train celebrated its heyday.

A thirty-acre amusement park was built by the company of San Antonio Heights, with a powerhouse adjoining. Heavy crowds were transported along Euclid Ave. in the early days, for the line connected Ontario with Upland, provided connections between the (Southern Pacific) Station at Ontario and the Santa Fe Station at Upland, and cared for the thongs bound for pleasure-seeking at the Park. 

From http://www.erha.org/peeosah.htm

Unfortunately, I haven’t been able to find any additional information about the original 30-acre amusement park. Today’s “San Antonio Park” has ball fields, BBQ, picnic tables, a picnic shelter/gazebo, a playground, and restrooms, plus the historical San Antonio Heights Railroad Company Waiting Station. Fun, but not THAT fun.

And, of course, this provided benefits to various stakeholders:

  1. The rail line benefited from increased revenue from passengers who wanted to connect from other rail lines to get to destinations on the route, most notably the park.
  2. The park benefited from a convenient way to arrive, something that we seem to have lost today, since neither Ontario International Airport nor Los Angeles International Airport enjoy direct train service. (The Omnitrans 61 bus route goes to Ontario Airport every 20-30 minutes, and some day the Boring Company may establish a train connection.)
  3. Passengers benefited from an easy way to get to this park.

(For additional information on benefits, click here.)

Ownership of the train line passed from the Ontario Electric Company to the Pacific Light & Power Corporation in 1908, and eventually to Southern Pacific in 1912, where it became the Pacific Electric Ontario & San Antonio Heights Line.

Eventually this rail line, like all rail lines in Southern California, ran into hard times because of our growing adoption of motor bus and automobile travel.

Line cut back to La Cima on 4 July 1924; on 1 November 1924, cut back to Upland. On 6 October. 1928, Ontario-Upland Line abandoned…. In the abandonment hearing in 1928, PE produced records which tended to show that this line was hopelessly incapable of earning even operating expenses.

From http://www.erha.org/peeosah.htm

4. Today’s mule car at Euclid and B is a replica

If you visit the mule car at Euclid and B and wonder at how well-preserved it is, that’s because this isn’t the original 1887 mule car, which was lost to the winds of history. This is a replica, built in 1956-1957 and restored in approximately 1974. As the inscription on the plaque notes:

Photographed By Joseph Beeman, April 9, 2006. From https://www.hmdb.org/m.asp?m=37512

In 1956, William Richardson headed a group of citizens to have a replica of the original Mule Car constructed for the city’s 75th anniversary in 1957. With donated funds “a couple of prop guys from the MGM Studios in Hollywood” recreated it, working from old photos. After the 1957 Mule celebration, the Mule Car was stored in the City Yards, abandoned and forgotten.

In memory of their son Donald, who worked for the City of Ontario, Kip and Elinore Carlson and their friends restored the Mule Car and constructed this facility. On April 28, 1974, this Mule Car was dedicated “to the whole community.”

From https://www.hmdb.org/m.asp?m=37512

One fable about the Ontario mule car

There is one thing about the mule car that may or may not be true, but it makes for a good story. Both hmdb.org and erha.org, as well as other sites such as our local Best Western website, tell the story of what happened to the mules after the train route was electrified and the mules were no longer needed.

According to the sources, the mules were sold to a farmer, who put the mules to work on his farm. This worked out for the farmer…half of the time. When the mules were required to plow uphill, they did so with no complaints.

However, according to the story, the mules refused to work downhill.

They expected a ride for the downhill part.

Ontario, California Fast Business Facts

The U.S. Census provides “quick facts” about U.S. jurisdictions, including business facts. While the business facts are ten years old, they still provide an indication of business health.

For Ontario, the U.S. Census Bureau has documented over 14,000 firms, over $4 billion in manufacturers shipments, and over $4 billion in retail sales. These figures have presumably increased in the last ten years.

If you own or manage one of these thousands of businesses, and you need to let other businesses know about your offerings, perhaps you should turn to the Ontario, California content marketing expert. Bredemarket can assist your firm with the following:

If I can help your business, or if you have further questions about Bredemarket’s B2B content creation services, please contact me.

Automated License Plate Recognition (ALPR) minimizes Ontario, California catalytic converter theft

I don’t know if this is true in other parts of the country, but catalytic converter theft is rampant in the Ontario, California area. Even if you capture the license plate of the alleged thief, you still have to find the car. Which is where automated license plate recognition, or ALPR, comes in handy.

This was released on the Ontario Police Department’s Nixle account. (A separate press release on another event clarifies that Ontario uses Flock cameras for ALPR investigative leads.)

Catalytic Converter Thieves Arrested

Ontario, CA – Ontario Police arrested two suspects in connection with multiple catalytic converter thefts.   

On Friday, April 8th, 2022, at 5:37 P.M., Ontario Police officers received an alert from an automated license plate reader (ALPR) of a vehicle suspected to be involved in catalytic converter thefts. Officers responded to the area of Milliken Avenue and 4th Street where they located the suspect vehicle occupied by a female passenger in an adjacent parking lot.

While conducting surveillance, officers observed a male lurking between cars before returning to the suspect vehicle and attempting to drive away. Officers stopped the suspects and recovered five catalytic converters, an electric saw, and a floor jack. Officers confirmed two of the catalytic converters were missing off a vehicle where the suspects were parked. Both suspects were arrested for grand theft, felony vandalism, and conspiracy to commit a felony.

The suspects have been identified as Carlos Gerardo Morales (age 25) and Alexis Lena Sanchez (age 25). Both suspects are from San Bernardino.

The Ontario Police Department has partnered with Flock Safety to place multiple ALPR cameras at strategic locations throughout the city. This is just one example of how OPD is using technology to deter and reduce crime throughout the city.

Anyone with information about this incident is asked to contact the Ontario Police Department at (909) 986-6711. Information can also be reported anonymously by calling WE-TIP at (800) 78-CRIME or online at www.wetip.com

Address/Location
Ontario Police Department, California
2500 S Archibald Ave
Ontario, CA 91761

Contact
Emergency: 9-1-1
Non-emergencies: 909-395-2001

Volvo LIGHTS heavy duty electric truck initiatives in Fontana, Ontario, and Chino

I recently learned that Bill Fries passed away earlier this month. You may not recognize his name, but people of a certain age are very familiar with his voice.

Fries, an advertising executive, provided the voice of the character “C.W. McCall” in the 1970s song “Convoy,” which dealt with truckers using citizens band (CB) radio to communicate with each other about driving conditions and “smokeys” (police officers enforcing the then-universal 55 mph speed limit). The music was provided by Chip Davis, famous today for Mannheim Steamroller.

Even today, truckers are an essential part of goods distribution in the United States.

Across the United States, more than 70% of all goods used in our daily lives—from food to manufactured products—are transported to our stores and homes by trucks. As the nation’s demand for goods continues to reach record levels, our cities are facing an increase in congestion, noise, and air pollution.

From https://www.lightsproject.com/

The statement on trucking above was taken from the Volvo LIGHTS website. LIGHTS is an acronym for Low Impact Green Heavy Transport Solutions, where “Low Impact” aims to reduce impacts on congestion, noise, and air pollution.

How? Via electricity. Specifically, via Volvo’s VNR Electric truck.

Volvo VNR Electric battery configuration. From https://www.volvotrucks.us/trucks/vnr-electric/

Regardless of how you feel about the good and bad points of fossil fuels, battery power, solar power, nuclear power, coal power, etc., battery power is a part of our transportation solutions. The Volvo LIGHTS project lists five community benefits from using electric trucks. All five are listed here, but I’m only going to highlight one of them.

Less Congestion from being able to make deliveries at night with much quieter truck engines

From https://www.lightsproject.com/community-benefits/

This particular benefit addresses both congestion and noise, and the other four benefits address these two impacts as well as the impact of air pollution.

Volvo LIGHTS is performing several proofs of concept, three of which are taking place in the Inland Empire.

Fontana (TEC Equipment)

From Volvo LIGHTS (additional details here, including the vehicles deployed and the charging infrastructure):

TEC Equipment owns the West Coast’s largest network of full service, heavy-duty truck dealerships. Through the Volvo LIGHTS project, they introduced a comprehensive sales and service strategy for battery electric trucks and provided fleet operators the opportunity to lease battery electric trucks from TEC Equipment for real-world trials.

In August 2021, TEC Equipment was named Volvo Trucks’ first EV Certified Dealer in North America, indicating that their maintenance and repair crew at their Fontana dealership is fully trained and equipped to meet the service needs of fleets operating these advanced zero-emission trucks.

Back in 2020, TEC Equipment commented on the initiative on its website:

“We are proud that our Fontana dealership will be first in in North America to pilot the Volvo VNR Electric model,” said David Thompson, president and CEO of TEC Equipment. “Through the Volvo LIGHTS project, we are gaining valuable hands-on experience for our drivers and maintenance staff to ensure that we are well prepared to support the widescale deployment of these advanced, zero-emission trucks throughout the Southern California freight corridor.”

Ontario (Dependable Supply Chain Services)

From Volvo LIGHTS (additional details here):

Dependable is demonstrating the ability for battery electric trucks and equipment to successfully transport goods in its daily routes, as well as at its warehouse facilities. To ensure the ongoing reliability of the trucks and maximize uptime, DHE is road testing Volvo’s remote diagnostic onboard technology, which will alert TEC Equipment in advance when its battery electric trucks need maintenance.

The onsite smart chargers use Greenlots’ cloud software to integrate with Volvo’s truck telematics to balance the needs of the vehicle, facility, and utility grid. To further mitigate grid impacts and energy costs, DHE also integrated onsite solar panels and hopes to garner the benefits of second-life batteries.

In this Vimeo, Dependable’s drivers identity other benefits of electric trucks, including an increased ability to hear emergency vehicles, as well as a decrease in smelly fuel-saturated clothes after your shift is over.

Incidentally, the references to “Greenlots” on the Volvo LIGHTS website for Dependable (and for NFI, below) are outdated. Shell acquired Greenlots in 2019, which now does business as Shell Recharge Solutions. Shell isn’t putting all of its eggs in the fossil fuels basket.

Chino (NFI Industries)

From Volvo LIGHTS (additional details here):

NFI is demonstrating the ability for battery electric trucks and equipment to successfully transport goods in its daily routes, as well as at its warehouse facilities. Having confidence that the trucks can reliably complete their routes was critical for NFI. Their fleets are road testing Volvo’s self-learning driveline control algorithms enabling drivers to optimize energy usage and range.

The onsite smart chargers use Greenlots’ cloud software to integrate with Volvo’s truck telematics to balance the needs of the vehicle, facility, and utility grid. To further mitigate grid impacts and energy costs, NFI continues to explore the viability of onsite solar panels.

NFI is working with Volvo, Daimler, and others on an ambitious project to “[o]perate the first 100% zero-emission drayage fleet in the U.S. with the deployment of 60 battery-electric tractors.” NFI wants to achieve this by 2023.

What does this mean?

These and other initiatives allow trucking companies to realize the benefits described above, from improved distribution to nicer smelling uniforms. The initiatives also allow flexibility should our diesel supplies be threatened.

And the Inland Empire, with its extensive warehousing footprint, provides an ideal proving ground to see whether these technologies will work in practice.

But I don’t know that electric trucks will give us any good songs.

From https://www.youtube.com/watch?v=j3VN54M1OXA

Bredemarket content marketing services for small businesses in and around Ontario, California (the April 8, 2022 iteration)

A minor refresh to what I wrote on March 31, including an updated brochure.

Here’s the text I recently added to my home page.

Bredemarket presently offers its services to identity/biometrics, technology, and general business firms, as well as to nonprofits. I offer my services to firms in my hometown of Ontario, California, as well as firms in EastvaleFontanaMontclairRancho CucamongaUpland, other cities of the Inland Empire West, and throughout the United States.

From https://bredemarket.com/

This post concentrates on the services that Bredemarket can provide to businesses in my local area. Read on if you own a small, arty business in the Emporia Arts District of Ontario…

Ontario, California Emporia Arts District.

…or perhaps a larger, less arty business north of Holt in Ontario, or perhaps even a business in one of the other cities that I mentioned, or one of the ones I didn’t (sorry Narod).

There are a lot of local businesses out there

Even if you don’t count sole proprietors (such as myself) or freelancers, there are somewhere around 7.7 million businesses in the United States. (This figure is from 2016; I’m not sure if it’s gone up or gone down in the last five years.) Now if you include sole proprietors in the total, then you’re talking about 32 million businesses. (This particular number may have actually increased over time.)

Obviously I can’t target them all. Well, I could try, but it would be a little ridiculous.

So what if I took a subset of those 32 million businesses and tried to see if Bredemarket could serve that subset?

The local small business persona

When you want to market to a particular group, you develop a persona that represents that group. You can then develop a profile of that persona: the persona’s needs, aspirations, and expectations; the persona’s underlying goals and values; and perhaps some other elements. The persona may be developed via extensive research, or perhaps via…a little less quantification.

When I initially looked at this topic last September, I concentrated on a particular persona, but my thoughts on this topic have evolved over time. While I will still serve artists as I initially proposed last September, I’m now thinking of other businesses that can best use the type of content that I provide.

For example, the business may be an incorporated business that is based on the Inland Empire West, provides its products or services to customers in the local area, provides excellent service that is loved by its existing customers, and needs to get the word out to new potential customers by creating content that can be downloaded from a company website, shared via a company social media account, or handed out at a trade show or other in-person event.

Regarding the values of this particular persona, you can probably already deduce some of them based upon the customer love for the company.

  • The business puts the customer first and strives to provide services that satisfy its customers.
  • However, the business also prioritizes the well-being of its employees.
  • While the business may not have explicitly articulated a vision, its actions testify to a vision of excellent service, customer satisfaction, and care for employees.

But what does this business need in terms of types of content? For my example, these businesses are ones that need customer-facing content such as the following:

  • A document (online or printed) that explains the product(s) or service(s) that the business provides, and that discusses the benefits that the product(s)/service(s) offers to the customers. This document may take the form of a product/service description, or it may take the form of a white paper. For example, your business might issue a white paper entitled “Seven Mandatory Requirements for a Green Widget,” and the white paper just might happen to mention at the end that your green widget just happens to meet all seven mandatory requirements. (Coincidence? I think not.)
Portion of the concluding section of a white paper in which Bredemarket provided the text.
Portion of the concluding section of a white paper in which Bredemarket provided the text.
  • A document (online or printed) that tells a story about how an individual customer benefited from the product(s) or service(s) that the business provides. You could call such a document a case study, or you could call it a testimonial. Or you could call it a casetimonial.

These types of documents are more valuable to some businesses than to others. Your average convenience store has little need for a 3,000 word white paper. But perhaps your business has this sort of need.

How many words should your content contain?

When I originally wrote this last September, I started off by discussing my two standard packages, based on word length. But now that I’ve thought about it a bit more, there are some questions that you need to ask BEFORE deciding on the content length. (We’ll get to content length later.)

(Owen Lovejoy) How long should a man’s legs be in proportion to his body?”

(Abraham Lincoln) “I have not given the matter much consideration, but on first blush I should judge they ought to be long enough to reach from his body to the ground.”

Thomas Lowery, quoted at https://thelogcabinsage.com/how-long-should-a-mans-legs-be-and-2-other-lincoln-stories/
Abraham Lincoln.
Abraham Lincoln. (Legs not shown.) By Hesler, Alexander, 1823-1895 – This image is available from the United States Library of Congress’s Prints and Photographs divisionunder the digital ID cph.3a36988.This tag does not indicate the copyright status of the attached work. A normal copyright tag is still required. See Commons:Licensing for more information., Public Domain, https://commons.wikimedia.org/w/index.php?curid=18705107

So how far away is the ground? Let’s ask some other questions first before we determine the answer to content length.

Bredemarket’s initial questions for you

Before I create a single word, I start by asking you some questions about your content to make sure our project starts on the right foot. (Even though I am left-footed.)

Bredemarket Kickoff Guide header.

  • What is the topic of the content?
  • What is the goal that you want to achieve with the content?
  • What are the benefits (not features, but benefits) that your end customers can realize by using your product or service?
  • What is the target audience for the content?

Once I’ve asked you these and other questions (such as a potential outline), we will both have a good idea of how long the final piece needs to be.

The length of the content also dictates the length and complexity of the review process.

Returning to the content length question

Once we have a good idea of the content length, there are three options that we can pursue to actually create the content.

If your content consists of 400 to 600 words, then I create the content using the process detailed in my Bredemarket 400 Short Writing Service.

https://bredemarket.com/bredemarket-400-short-writing-service/

This has two review cycles with up to three days per review cycle.

Bredemarket 400 Short Writing Service
If your content is longer, say 2800 to 3200 words, then I create the content using a similar (but more detailed) process through my Bredemarket 2800 Medium Writing Service.

https://bredemarket.com/bredemarket-2800-medium-writing-service/

This has three review cycles with up to seven days per review cycle.

Bredemarket 2800 Medium Writing Service
If your content falls between these two lengths, or is longer than 3200 words, or needs a more rapid delivery time, we’ll talk and come up with a solution. (And we’ll even come up with a spiffy name if you like)
For more services, see https://bredemarket.com/what-i-do/

If you can use my services, what are the next steps?

If I can help your business, or if you have further questions about Bredemarket’s B2B content creation services, please contact me.