Abstract
Companies that need scientific instruments, especially on a temporary basis, but can’t afford pricey new equipment often end up buying used. Little do most of them know that another option is renting. Kwipped, a new online rental market, hopes to change that with its aggressive search engine advertising, e-mail outreach to scientific instrument users, and what it hopes will be a sort of centralized rental mall. Kwipped is going up against other, more experienced, competitors, but it is also counting on reaching new customers intimidated by or unfamiliar with the fragmented rental market. Up and running for a year and a half, the firm acts as an intermediary between potential renters and instrument suppliers. Robin Salter, Kwipped’s chief marketing officer, calls his firm an “Uber for the equipment space,” referring to the phone app that hooks up drivers with customers who need a ride. Like Uber, Kwipped connects manufacturers and
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