Zipcar launched from a simple idea–rent the trip, not the car.  They built a successful company by offering several new values that traditional car rental companies did not offer, like placing cars near where people live, and using software applications to easily reserve and return vehicles.  Now, Zipcar faces new challenges, from Uber, Lyft, and future peer-to-peer innovations.  See how a ValueMap illuminates their issues and suggests alternatives for their strategy.