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Company > WillScot: Business Model, SWOT Analysis, and Competitors 2024

WillScot: Business Model, SWOT Analysis, and Competitors 2024

Published: Jan 16, 2024

Inside This Article


    In this comprehensive blog article, we delve into the intricacies of WillScot's business model, offering an in-depth SWOT analysis for 2024, and scrutinize its standing among competitors in the modular space solutions industry. As the leading provider of mobile offices, storage containers, and modular buildings, WillScot's innovative approach to temporary space solutions has set it apart. Yet, challenges and opportunities lie ahead. We will explore how the company's strategic decisions, strengths, weaknesses, opportunities, and threats position it for future success or potential hurdles, and evaluate its competitive landscape as it strides into 2024.

    What You Will Learn

    • Ownership and Strategic Vision: Discover who owns WillScot and understand the core mission that drives the company forward, shaping its approach to serving customers and standing out in the modular space and portable storage industry.

    • Revenue Generation and Business Strategy: Gain insights into how WillScot makes money through its unique business model, explained through the Business Model Canvas, providing a clear breakdown of its value proposition, customer segments, revenue streams, and key activities.

    • Market Position and Competitive Landscape: Learn about WillScot's main competitors and how the company positions itself in a competitive marketplace through a detailed SWOT analysis, highlighting its strengths, weaknesses, opportunities, and threats within the industry.

    Who owns WillScot?

    Who Owns WillScot?

    WillScot Corporation, known for its leading position in mobile office and modular space solutions, operates under a publicly traded framework, making its ownership a matter of public record. As of the latest data, the ownership of WillScot is a mix of institutional investors, retail investors, and key company executives who hold significant shares.

    Institutional Investors: A significant portion of WillScot shares is held by institutional investors. These include mutual funds, pension funds, and insurance companies that invest on behalf of their clients. Companies like BlackRock, Vanguard, and other prominent asset management firms often appear on the roster of top investors, reflecting confidence in the company's financial health and growth prospects.

    Retail Investors: Individual or retail investors also play a part in the ownership structure of WillScot. These are private investors who buy shares through brokerages, attracted by the company's performance, its role in the construction and real estate sectors, and its growth strategies. While their individual stakes might be smaller compared to institutional investors, collectively, they contribute significantly to the company's shareholder base.

    Company Executives and Insider Ownership: Insider ownership is another pivotal aspect of WillScot's ownership structure. This includes shares held by the company's executives, board members, and other insiders who have substantial knowledge and stakes in the company's success. Insider ownership is often viewed positively by the investment community as it aligns the interests of those managing the company with those of the shareholders, suggesting confidence in the company's future.

    The Impact of Ownership Structure

    The diverse ownership structure of WillScot, encompassing institutional and retail investors along with insiders, provides a balanced and robust support for the company. Institutional investors bring in stability and long-term investment perspectives, while retail investors and insiders add dynamism and alignment of interests. This blend contributes to the company's resilience and adaptability in the face of market changes and challenges.

    Furthermore, the presence of significant institutional investment can often act as a vote of confidence in the company's leadership and strategic direction, potentially attracting more investors and driving up the stock's value. Conversely, high insider ownership can ensure that the company's management is deeply invested in its success, fostering a culture of accountability and long-term growth.

    In summary, understanding the ownership structure of WillScot offers insights into its financial health, strategic direction, and the confidence that various segments of the investment community have in its potential. As the company continues to navigate the complexities of the market, this blend of ownership plays a crucial role in its ability to maintain stability, pursue growth, and create value for all its stakeholders.

    What is the mission statement of WillScot?

    What is the mission statement of WillScot?

    WillScot, a leader in modular space and portable storage solutions, has a mission statement that underscores its commitment to delivering exceptional service and innovative products that meet the evolving needs of its customers. The company's mission statement is to "provide innovative modular space and portable storage solutions that solve real challenges for our customers, enabling them to focus on their core activities."

    This mission statement reflects WillScot's dedication to not only offering high-quality, flexible, and practical modular solutions but also to ensuring that these solutions genuinely address the specific challenges faced by their clients. It acknowledges the importance of customer focus, innovation, and the delivery of practical solutions that enhance operational efficiency and productivity for their clients across various industries.

    WillScot's approach is customer-centric, aiming to understand the unique needs of each client and to provide tailored solutions that fit these requirements perfectly. By focusing on solving real-world problems, the company positions itself as more than just a supplier of modular spaces and portable storage units; it strives to be a valuable partner in its customers' success.

    Innovation plays a crucial role in WillScot's mission. The company invests in research and development to continually improve its product offerings and to introduce new features that make its modular solutions more comfortable, secure, and efficient. This commitment to innovation ensures that WillScot remains at the forefront of the industry, offering cutting-edge solutions that anticipate and meet the changing needs of the market.

    Ultimately, WillScot's mission statement emphasizes its goal to enable customers to concentrate on their core activities by taking care of their space and storage challenges. This customer-first approach, combined with a commitment to innovation and quality, defines the essence of WillScot's operations and guides its strategies and actions in the marketplace.

    How does WillScot make money?

    How does WillScot make money?

    WillScot Corporation, a leader in modular space and portable storage solutions, has carved out a strong niche in the market, providing essential services across a range of industries including construction, education, healthcare, and government. But how exactly does this company turn a profit? Understanding WillScot's revenue streams is key to grasping its business model and success.

    Rental Income

    The core of WillScot's revenue generation comes from the leasing of its extensive inventory of modular spaces and portable storage units. Customers rent these units for varying periods, depending on their project needs. This rental model offers flexibility to clients while ensuring a steady income stream for WillScot through monthly or annual lease payments. The company also benefits from multi-year contracts, which provide predictable revenue and help in capacity planning.

    Customization and Add-on Services

    Beyond just offering space, WillScot differentiates itself by providing a range of customization options and add-on services. For modular units, this could include furniture, fixtures, stairs, security systems, and more, tailored to the specific needs of the client. These additional services not only enhance customer satisfaction but also increase the average rental value per unit, boosting WillScot's profitability. Charging for these extra services and customizations is a significant revenue enhancer for the company.

    Sales of Units

    While rental income is the backbone of WillScot's business model, the company also generates revenue through the sale of its modular units and portable storage containers. These sales occur either because a client decides to purchase a unit they have been renting or when WillScot chooses to sell older inventory to manage its fleet effectively. This aspect of the business is particularly lucrative when the demand for permanent modular spaces surpasses the demand for temporary solutions, allowing WillScot to capitalize on high resale values.

    Delivery and Installation Charges

    Another revenue stream for WillScot comes from the logistics of delivering and setting up the modular units and portable storage containers. The company charges fees for transportation, installation, and dismantling services. These services require specialized knowledge and equipment, justifying the additional charges and contributing to the company's overall revenue. This segment not only covers the costs associated with these operations but also adds a profitable layer to the business model.

    Ancillary Products and Services

    Finally, WillScot makes money by offering ancillary products and services that complement its core offerings. This includes items like insurance, damage waiver fees, and other rental protection plans. Such products not only provide additional peace of mind for the clients but also represent an important revenue stream with high-profit margins for WillScot.

    In summary, WillScot's revenue model is multifaceted, relying on a mix of rental income, sales, and service charges. The company's ability to offer a broad range of customizable solutions, coupled with essential ancillary services, positions it uniquely in the market. This diversified approach not only meets the varied needs of its customers but also ensures a steady and growing income stream for the company.

    WillScot Business Model Canvas Explained

    Introduction to WillScot's Business Model

    WillScot Corporation, renowned for being a leader in mobile office and modular space solutions, operates on a business model that emphasizes flexibility, efficiency, and customer-centric services. Understanding the WillScot Business Model Canvas can provide insights into the company's strategic operations, value propositions, and how it maintains its competitive edge in the modular space industry.

    Key Partners

    WillScot's business model is greatly supported by a network of key partners. These include:

    • Suppliers: Manufacturers of modular units and other materials essential for customization.
    • Service Partners: Companies that assist in transportation, installation, and maintenance of modular units.
    • Strategic Business Allies: Entities that complement WillScot's offerings, such as companies in the construction, education, and healthcare sectors.

    Key Activities

    The core activities that drive WillScot's business model are:

    • Design and Customization: Tailoring modular spaces to meet specific customer needs.
    • Logistics and Installation: Efficiently transporting and setting up modular units at customer sites.
    • Customer Support: Providing ongoing support and maintenance services to ensure customer satisfaction.

    Value Propositions

    WillScot's value propositions are centered around:

    • Flexibility: Offering modular spaces that can be easily expanded, reduced, or modified.
    • Speed: Ensuring quick delivery and setup times compared to traditional construction.
    • Convenience: Providing a one-stop solution for customers, from initial design to post-installation support.
    • Cost-Efficiency: Offering competitive pricing through modular solutions, reducing the overall cost of space for customers.

    Customer Relationships

    WillScot maintains strong customer relationships through:

    • Personalized Services: Engaging with customers to understand their specific needs and offering tailored solutions.
    • Responsive Support: Providing quick and effective responses to customer inquiries and issues.
    • Customer Feedback: Actively seeking and incorporating customer feedback to improve products and services.


    WillScot reaches its customers through various channels, including:

    • Direct Sales Team: A dedicated team that works directly with customers to understand their needs and provide solutions.
    • Online Presence: Utilizing its website and social media platforms to showcase products, services, and engage with customers.
    • Partnerships: Collaborating with industry partners to extend its reach and offer bundled services.

    Customer Segments

    WillScot serves a diverse range of customer segments, such as:

    • Construction: Companies requiring temporary office space or storage on construction sites.
    • Education: Schools and universities in need of temporary classrooms or administrative offices.
    • Healthcare: Facilities looking for modular units for patient care, laboratories, or additional office space.
    • Government: Public sector agencies requiring temporary or permanent modular solutions for various needs.

    Cost Structure

    WillScot's cost structure includes:

    • Manufacturing and Acquisition Costs: Expenses related to the production or purchase of modular units.
    • Operational Expenses: Costs associated with logistics, installation, maintenance, and customer support.
    • Marketing and Sales: Investments in marketing activities and the direct sales team to acquire and retain customers.

    Revenue Streams

    The company generates revenue through:

    • Leasing Income: Monthly or annual fees charged for the use of modular units.
    • Sales: Revenue from the sale of new or used modular units.
    • Service Fees: Charges for additional services such as customization, installation, and maintenance.


    The WillScot Business Model Canvas offers a comprehensive overview of the company's strategic approach to delivering value in the modular space market. Through its focus on flexibility, efficiency, and customer-centric solutions, WillScot continues to lead and innovate within its industry.

    Which companies are the competitors of WillScot?

    WillScot Corporation, recognized for its leadership in mobile office and modular space solutions, operates in a competitive landscape that sees a variety of companies vying for market share. These competitors range from small, specialized firms to large, diversified companies offering a wide array of products and services. Here, we delve into some of the key competitors of WillScot, shedding light on the competitive dynamics of the industry.

    Mobile Mini, Inc.

    One of the most direct competitors of WillScot is Mobile Mini, Inc., which was actually merged with WillScot in July 2020 to form the WillScot Mobile Mini Holdings Corp. Prior to the merger, Mobile Mini was renowned for its portable storage solutions, offering a vast array of portable storage containers, mobile offices, and secure storage options. The merger has not only expanded the product offerings of the combined entity but also its geographic reach, making it a formidable player in the space.

    McGrath RentCorp

    McGrath RentCorp is another significant competitor in the modular space and portable storage industry. Operating through multiple divisions, McGrath RentCorp offers a broad spectrum of rental services, including modular buildings, electronic test equipment, and portable storage containers. Their modular division, known as Mobile Modular, directly competes with WillScot in providing temporary and permanent modular buildings for education, healthcare, construction, and government sectors.


    Modular Space Corporation, commonly known as ModSpace, was a major player in the modular space and portable buildings industry until it was acquired by WillScot in August 2018. Before its acquisition, ModSpace offered a wide range of modular solutions, including office trailers, portable storage units, and custom modular buildings, serving industries such as construction, education, healthcare, and government.

    Pac-Van, Inc.

    Pac-Van, Inc. is a provider of portable buildings, mobile office trailers, storage containers, and modular buildings for various applications, including office space, storage, classrooms, and specialty buildings. With a focus on customer service and customized solutions, Pac-Van competes with WillScot by offering a flexible and diverse product lineup that meets the specific needs of its clients across different industries.

    Satellite Shelters, Inc.

    Satellite Shelters, Inc. specializes in modular buildings and portable classrooms, offering a range of solutions that include mobile offices, construction trailers, and custom modular buildings. Their focus on safety, speed, and customer service allows them to serve a variety of sectors, including construction, education, healthcare, and government, positioning them as a competitor in the space occupied by WillScot.

    These competitors, among others, contribute to a vibrant and dynamic industry, pushing innovation and customer service to new heights. While WillScot remains a leader in the field, the competitive environment ensures that the company must continuously evolve and adapt to meet the changing needs of its customers.

    WillScot SWOT Analysis


    Before diving into the WillScot SWOT analysis, it's crucial to understand what WillScot does. WillScot Corporation is a leader in mobile office and modular space solutions. They provide a range of services including leasing, selling, and managing mobile offices, modular buildings, and storage products. The company operates across various sectors, providing critical space solutions for education, healthcare, construction, and government projects, among others. In this section, we will explore the strengths, weaknesses, opportunities, and threats that WillScot faces in its business environment.


    Market Leadership and Brand Recognition

    WillScot is recognized as a market leader in the mobile office and modular space industry. Its strong brand recognition is built on a foundation of reliability, quality service, and extensive product offerings. This leadership position provides a competitive advantage in securing contracts and maintaining a loyal customer base.

    Diverse Product Portfolio

    The company boasts a diverse portfolio of modular space and portable storage solutions, which can be tailored to meet specific customer needs. This versatility allows WillScot to serve a wide range of industries, making it less susceptible to industry-specific downturns.

    Strategic Acquisitions

    WillScot has a history of strategic acquisitions that have expanded its market reach and enhanced its product offerings. These acquisitions not only increase its scale but also bring in new customer segments and geographical markets.


    High Dependency on the Construction Industry

    Despite serving various sectors, WillScot's business is significantly reliant on the construction industry. Economic downturns or slowdowns in construction activities can adversely affect the company's revenue and profitability.

    Debt Levels

    WillScot's aggressive expansion strategy, partly fueled by acquisitions, has led to a substantial amount of debt. Managing this debt, especially in uncertain economic times, poses a challenge and could limit future growth opportunities.


    Expansion into Emerging Markets

    Emerging markets present significant growth opportunities for WillScot. Expanding its footprint into these markets could drive revenue growth and diversify its income sources, reducing dependency on the North American market.

    Growing Demand for Modular Construction

    The global trend towards modular construction, driven by benefits such as reduced construction time and environmental impact, represents a significant opportunity. WillScot can capitalize on this trend by offering innovative and sustainable modular solutions.


    Economic Fluctuations

    Economic downturns pose a threat to WillScot, as they can lead to reduced demand for its products and services. The company's performance is closely tied to the health of the overall economy, especially in the construction and education sectors.

    Competitive Pressure

    The mobile office and modular space industry is highly competitive. Increased competition not only puts pressure on pricing but also demands continuous innovation and service excellence to maintain market share.


    WillScot operates in a challenging yet opportunistic environment. Its leadership position, diversified service offerings, and strategic growth initiatives position the company well to capitalize on future opportunities. However, managing its weaknesses and navigating external threats will be crucial for its sustained success. Understanding this SWOT analysis provides a comprehensive overview of WillScot's strategic position and the factors influencing its business trajectory.

    Key Takeaways from "Unveiling WillScot: Ownership, Mission, and Market Strategy"

    • Ownership and Leadership: WillScot is owned by a variety of stakeholders, including institutional investors and private equity firms, indicating a diverse ownership structure that supports its expansive operations and strategic decisions.

    • Mission Statement: WillScot's mission focuses on providing innovative modular space and portable storage solutions, emphasizing customer service, reliability, and efficiency. This mission drives their operational strategies and customer engagements.

    • Revenue Generation: WillScot generates income through leasing and selling modular spaces and portable storage units, alongside offering value-added products and services that enhance their core offerings, catering to a wide range of industries.

    • Business Model Insight: The WillScot Business Model Canvas reveals a company leveraging key partnerships, customer relationships, and a robust value proposition to sustain its competitive edge. This includes focusing on operational excellence, strategic acquisitions, and an expansive product portfolio.

    • Market Competition and Strategy: Facing competition from companies like Mobile Mini, Inc., and Pac-Van, Inc., WillScot differentiates itself through its extensive inventory, national footprint, and a strong focus on service excellence. The SWOT analysis highlights WillScot's adaptability, comprehensive solutions, and strategic growth initiatives as strengths, while also acknowledging the challenges of market competition and operational risks.

    These points encapsulate the essence of WillScot's operational ethos, strategic positioning, and the competitive landscape in which it operates, providing a comprehensive overview of the company's business model and its approach to sustaining growth and market leadership.


    In conclusion, navigating the landscape of WillScot and its position within the modular space and portable storage solutions industry reveals a company with a clear sense of direction and a robust business model. Owned by TDR Capital, a leading private equity firm, WillScot has the financial backing and strategic oversight necessary to pursue its mission of being the leading provider of modular space and portable storage solutions in North America. This mission is underpinned by a commitment to delivering high-quality solutions and services that meet the evolving needs of their clients.

    WillScot's revenue streams are diversified across various sectors, including construction, education, healthcare, and government, to name a few. By offering a range of products from portable storage units to modular offices, and services like delivery, setup, and maintenance, WillScot has carved out a significant niche in the market. Their business model, as outlined in the WillScot Business Model Canvas, is a testament to the company's strategic approach to leveraging its strengths to maximize value for customers while achieving sustainable growth.

    Competing in a dynamic and challenging industry, WillScot faces stiff competition from companies like Mobile Mini, Pac-Van, and ModSpace. However, its comprehensive SWOT analysis reveals that despite the challenges, WillScot possesses significant strengths and opportunities that it can capitalize on to maintain and enhance its market position. Its strategic acquisitions, such as the merger with Mobile Mini, have further solidified its status as an industry leader by expanding its product offerings and geographical reach.

    In essence, WillScot's strategic focus, combined with a strong value proposition and a clear understanding of its competitive landscape, positions the company well for continued success. As it navigates the complexities of the market and leverages its strengths to overcome weaknesses and threats, WillScot is poised to remain a key player in the modular space and portable storage solutions industry for years to come.


    What are the 4 pillars of SWOT analysis?

    1. Strengths
    2. Weaknesses
    3. Opportunities
    4. Threats

    What is the importance of Scot strength challenge opportunity and threat analysis?

    The Scot Strength Challenge Opportunity and Threat (SWOT) analysis is important as it helps organizations identify their internal strengths and weaknesses, as well as external opportunities and threats. By conducting a SWOT analysis, organizations can gain a better understanding of their current situation and make informed decisions about their future strategies.

    Some of the key importance of Scot Strength Challenge Opportunity and Threat analysis include:

    1. Strategic planning: SWOT analysis helps organizations identify key areas where they excel and where they need to improve. This information can be used to develop strategic plans that leverage strengths, mitigate weaknesses, capitalize on opportunities, and minimize threats.

    2. Risk management: By identifying potential threats and weaknesses, organizations can proactively implement measures to mitigate risks and protect against potential challenges.

    3. Resource allocation: SWOT analysis can help organizations prioritize resources and allocate them effectively to areas that offer the greatest opportunities for growth and success.

    4. Competitive advantage: By understanding their strengths and opportunities, organizations can leverage their unique capabilities to gain a competitive advantage in the market.

    5. Decision-making: SWOT analysis provides a structured framework for decision-making, helping organizations make informed choices based on a comprehensive evaluation of their internal and external environment.

    Overall, the Scot Strength Challenge Opportunity and Threat analysis is a valuable tool for organizations to assess their current position, plan for the future, and achieve their strategic objectives.

    How to do a SWOT analysis?

    A SWOT analysis is a strategic planning tool used to identify and evaluate the strengths, weaknesses, opportunities, and threats of a business or project. Here is how to conduct a SWOT analysis:

    1. Identify the objective: Start by clearly defining the objective or goal of the analysis. This could be related to a specific project, business venture, or even a personal goal.

    2. Identify strengths: List the internal factors that give you an advantage over your competitors or help you achieve your objective. These could include resources, expertise, skills, technology, reputation, or any other positive attributes.

    3. Identify weaknesses: List the internal factors that may hinder your ability to achieve your objective. These could include lack of resources, skills, expertise, poor location, outdated technology, or any other negative attributes.

    4. Identify opportunities: List the external factors that could potentially benefit you in achieving your objective. These could include market trends, changes in regulations, advancements in technology, new partnerships, or any other positive external factors.

    5. Identify threats: List the external factors that could potentially pose a risk or challenge to achieving your objective. These could include competition, economic downturns, changes in consumer behavior, regulatory changes, or any other negative external factors.

    6. Analyze and prioritize: Evaluate each of the factors identified in the SWOT analysis and prioritize them based on their importance and impact on your objective. Focus on leveraging strengths and opportunities, while also addressing weaknesses and threats.

    7. Develop strategies: Use the information from the SWOT analysis to develop strategies that capitalize on strengths and opportunities, while also addressing weaknesses and threats. These strategies should help you achieve your objective in a more effective and efficient manner.

    8. Monitor and review: Regularly review and update your SWOT analysis to ensure that it remains relevant and reflects any changes in your internal or external environment. This will help you adapt your strategies as needed and stay on track towards achieving your objective.

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