Foreseeing the demands of post-war relocation by veterans and their families, Shoen focused his efforts on the development of a cheap one-way truck rental unit, U-Haul. Shoen’s original and innovative ideas allowed him to cheaply and rapidly build U-Haul’s distribution network which led to the system of self-advertising via orange painted trucks that U-Haul is known for today. By 1984, Shoen’s initial investment in U-Haul of $5,000 had given rise to a company worth over $1 billion dollars with earnings of $42 million.