The objective of this article is to investigate the service innovation of “WashBox24”, a startup business. The service innovation is designed to serve the unmet needs and lifestyle of gen Y customers. The 24 hour service lockers and WashBox24 tracking application offer convenience and transparency that customers long for. In addition, not only has WashBox24 been granted an SME innovation award, but it also has an increasing number of customers and franchisees in Thailand and other countries. The business model expansion of a logistics service reflects the success of the WashBox24 service innovation.