Greenr Cabs: taking over Malta, no CO2 involved

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The size of Malta is about 27 by 14.5 km. For a taxi company, it’s a rather small working area. In 2015, a group of young and furious transport professionals decided to disrupt the taxi market on the island with something completely unique: eco-friendly cabs with excellent drivers.

How did Greenr Cabs manage to launch a successful taxi startup customers from the whole world are over-enthusiastic about? Fabien Courtellemont, managing director and founder, tells everything about starting a taxi business and helping it grow well.

Start an innovative taxi business

Greenr Cabs is the first transportation company in Malta to abandon the technology that has powered the industry for more than a century. On their website, there’s a quote of Prince Charles: “We do not have the right to steal our children’s future”. This was the exact reason for the founders to start a “fully ecological” taxi, with original electric vehicles only.
startup taxi

An example of Greenr cabs analytics

Fabien says: It is an innovative, rewarding concept. Malta is an ideal place to use electric cars because of its size. Most of our trips do not exceed 10 km. The island has a strong network of charging points all across. The airport (almost the only way to enter and exit the country) is extremely important for tourism and business, so we can profit from being the only company providing eco-friendly airport transfer.

Such an innovative business and an on-demand platform to power it seemed a match made in heaven. Greenr Cabs founders only had to decide on the exact brand of vehicles to work with, and find a platform as sustainable as their view on transportation.

The whole concept of XXI century transportation is about combining several features:

  • impeccable comfort of the passenger (both while booking and during the trip);
  • respect for the environment;
  • competitive pricing.

Greenr Cabs works with a fleet consisting of Nissan Leaf cars, the electric vehicles ideal for taxi business because of combining high-level comfort and the astonishing quietness of the journeys. Another important plus of the Leaf car is its cost-effectiveness. Basically, fuel and running costs have always been the biggest factors for taxi owners and drivers, and electric vehicles allow to cut the long-term costs about 8 times

Constantly look for growth possibilities

Greenr Cabs had several major requirements while looking for a taxi platform. First of all, the company didn’t want it to cost a fortune, so they were not interested in developing own applications. They needed a not too pricey, good-looking app that would provide customers with a possibility to book and pre-order a cab with ease.

Another important feature was a handy, functional dispatch system.

“Greenr Cabs works a lot with tourists and business travellers, and consequently deals mainly with pre-orders. A clear dispatch system providing enough information to understand the situation of the operations was one of the crucial features while looking for a provider.” — explains Fabien.

And, of course, Greenr Cabs needed reliable and clear reporting tools for the company. After some market research, Greenr Cabs has chosen TaxiStartup system to empower their taxi business.

The opportunity to grow in your own tempo is nice. As soon as we were able to, we’ve invested in branded apps that represent our business at full blast. Both passenger and driver apps are simple and clear anyway and are accessible in many languages. For Malta is a great melting pot of European cultures, it’s a good thing.
startup taxi

An example of Greenr cabs analytics

Solve the three biggest “taxi problems”

The main three taxi problems, according to Fabien, are:

  • Initial financing;
  • Finding good drivers;
  • Making a name on the market.

While financing is a unique question for every taxi startup in the world, two other complications are rather universal.

Making a name for an emerging taxi business was something Greenr Cabs managed to do perfectly after all. Main thing here is having a unique product with a strong value — environmental friendliness. While hundreds of taxi companies look absolutely the same, Greenr stands out boldly with their concern for the nature and promotion of sustainable practices.

People prefer electric cars to ordinary cabs. Once you’ve tried, you never go back to a regular cab. It’s so quiet and smooth, you can relax or work more easily, and additionally, you know you emit no pollution.

Another important part of making a recognizable name was providing a wider range of services than just traditional taxi. Greenr Cabs started offering airport transfers pretty soon: because it’s possible to pre-order online within just a few seconds, this service gained a lot of popularity. Fast WiFi on board, a possibility to plug in passenger’s own music in the cab — these are the additional services that seem tiny, but are adding up to creating a strong brand name of Greenr Cabs.

Make sustainable, thought-out plans

Here’s what people say on Facebook about Greenr: “Finally safe cabs in Malta! After crazy Maltese taxi-drivers it was such a pleasure to get a ride by professional. First surprise was that driver found my place without calling me 5 times never happened before. And first time arrived at the airport without stress and fear for my life. I’m not using other cabs anymore.”

The Greenr Cabs system is evolving in a good way. There’s a lot of room for further growth. What fuels the company? Fabien says Greenr is getting inspired by innovation, refining the quality of services and building a great team.

A good team cohesion is what allows us to move forward together. We’ve got values, we want innovative technology to serve better, greener world. It’s important that every driver and dispatcher in the company believes in it.

There are ambitious plans for the future. Right now, Greenr is busy to gather more business analytics to find out where to move next. They are analyzing who their clients are and how they travel. For a company with a relatively small fleet, it is extremely important to know several things.

  • Customer activity level per city and throughout the day. It helps distributing drivers more effectively.
  • The most popular destinations. It gives an insight on what services in what locations need more attention.
  • Localities from where people order the cabs. This, again, helps to distribute the small fleet effectively.
  • The number of corporate clients. It provides understanding if partnerships with some businesses are in demand.

startup taxi

An example of Greenr cabs analytics

And of course, there are more sustainable plans.

Our aim to reduce the local air pollution wouldn’t be complete if we didn’t plan to go a step further. Our commitment for the next 10 years is to increase the share of green electricity that we buy for our vehicles. As the wind and sun are the Maltese Islands’ greatest treasure, it is then our aim to migrate towards these sources of energy.

Google Universal App Campaigns: tune it, tone it, get lots of app downloads

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Google Universal App campaigns (UAC) is an app promotion tool based on machine learning algorithms. Many app-powered services make smart use of the UAC’s possibility to advertise the app to the right users at the most relevant moments.

For instance, working with UACs helped Uber to refine the target audience without too much manual effort, and show the ads to this audience at the moments they’re potentially ready to install. The result was +45% increase in signups rate.

  • Active audience, on right time. UACs work for all the Google-powered platforms: Google Search, Google Play Search, YouTube, and Google Display Networks. This means Google UACs optimizes campaigns — and then shows them all across the platforms to the most relevant audience.
  • No need to adjust the assets manually. Thanks to machine learning algorithm, Universal App Campaigns do not require app owners to have any specific marketing or design skills to launch effective campaigns. All the assets created in course of UACs match all the platform requirements.
  • ASO will work even better. Working with Google UACs has positive effect on your app store optimization strategy if you already have and apply one. Because UACs work with the existing assets and improve them for getting more paid traffic, the cost-per-install decreases. Result: boost in the app ranking and more installs. Win-win situation!

How to set up Google Universal App Campaigns

The essence is simple: you add a couple of textual and visual assets that are corresponding with your audience interests, place a bid on campaign costs, and the rest is magic helping potential customers to find your app.

Universal app campaigns are not extremely hard to set up even if you have zero experience with it. Let’s see what the Google UAC set up steps are.

Universal App

Google AdWords. New Universal app campaign

Log in to your Google AdWords account. From there, go to the “All campaigns” tab, then to “Campaigns” and click the “blue plus” icon.
Universal App
Universal App

Choose “Universal App” and select the mobile platform you want to work with in this new campaign. Enter your app name and click “Continue”.

Universal App

Now you can set up all the ad creatives needed for your new Universal app campaign.

Universal App

You will be asked to add textual assets, images, and videos for the campaign. It is highly recommended to carry out a research on the relevant keywords beforehand and optimize your app title, description and other textual fields to it. All the text ideas will be mixed — better make sure every part is clear and self-explanatory. Defining the list of keyword synonyms is a good practice as well. With synonyms, it’ll be easier for Google to combine different pieces of text from your app and Ad text ideas and get something meaningful as a result.

The next step is adding visual assets. The main rule: provide as many as possible really high-resolution images so that Google can use them for all various platforms. It is extremely important to use the images appealing to your target audience. And that’s why researching who your audience is crucial. Define the countries where the users are located, the language they speak, their interests, aspirations and the way of thinking — the better your initial visuals will be, the more app installs the UACs will attract.

After filling the sample assets in, you’ll get to see sample ads previews for the channels supported by Google UACs.
Here you will also be asked to set the goals for this campaign. It’s a choice of two options:

  • Install volume — campaigns aimed at increasing the app install volume. The results of these campaigns can be analyzed through AdWords itself.
  • In-app actions — campaigns drawing specific in-app events occurring after an install, such as a sign-up, making or paying an order etc. For “in-app actions” campaigns you will need third-party tracking tools to understand how many relevant events are really happening in course of the campaign.

Install volume campaigns are better to start with for an absolute beginner or a launching business. Because Google UACs use a machine learning algorithm, it is much better to launch a more complicated in-app actions campaign after the algorithm knows as much as possible about your app.

Now, the initial set up part is done. Doesn’t it get curiouser and curiouser?😉

Google UAC budget planning

After having done the initial set up, you’ll have to set the budget for the new campaign. This includes planning the daily budget you’re ready to spend on app advertising right now and bidding for an acceptable cost-per-install (CPI).
Universal App
If you’ll follow the “Learn more” link, you’ll get more information about UAC budget planning and some good advice from Google on how to manage it the very first time.

We advise to do thorough budget planning before you even start to fill this form in. Despite Google UAC is proven to be an effective tool for every budget, it’s always better to invest having realistic expectations than to throw money at the wall.

The budget needed for productive Google app marketing campaign launch will depend on

  • competition level in the industry in your country;
  • marketing efforts of the competitors;
  • having your app already optimized (or not);
  • campaign goals.

Same factors will influence cost-per-install.

It’s also smart to launch a “trial” campaign before engaging with Universal App Campaigns seriously. A “trial” campaign is a sample one launched with a low budget (about $100). It allows you to see how many actual installs the app will get, and to plan future realistic goals and budgets for the real Google app marketing campaigns.

After the budget and the CPI are clear, define the dates of the UAC and the location options.
Universal App
So, exciting, right?😼 Click “Save and continue” and let the fun start!

Analysing Google UACs results

There is analytics to the Universal app campaigns. In the “Campaign” tab, chose the campaign and you will see all types of analytical data on how the things are going: conversions, installs, cost, and much more.
Universal App

Click at “Ad assets” to get more detailed insights into how particular textual or visual elements of the campaign are working.
Universal App

In order to analyze properly, you will need really clear campaign goals. Having launched a sample campaign with a tiny budget will help you define realistic expectations for Google app marketing with UAC and adjust the cost-per-install to maximize your campaign ROI.

All in all, Google Universal App Campaigns are there to save you time and money on getting more active audience for the app. Try it, you won’t be disappointed😎

Taxi Nobil: innovative mobility solution with unconventional business concept

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Eugene Gurnik is launching the first service of personal drivers with premium vehicles in Ukraine, Nobil. Where the idea of this business comes from? How to plan a perfect launch for a mobile app with luxury taxis, ideal for corporate clients?

Service for those who value comfort in mobility

“When you travel often enough, you constantly look for convenient transfer services in every new place. In all the countries I visited, there is corporate taxi transport: business and premium-class cars, not branded, with excellent service and smooth booking process. In Kiev, there’s no such thing yet. We’ve decided to be the first local company providing such mobility solution,” — says Eugene.
“Our main clients are top-managers now. Ideally, we’d love to introduce the service of personal drivers to the middle class as well — to all who value high comfort and innovative mobility. Nobil is there to prove: it’s more expensive to maintain an own classy car and a driver than to use our on-demand transportation services. Especially if you only drive from time to time: the car, together with the driver, just stands in the parking lots in the city center.

We only have Uber Black and Blacklane for competitors. But we work with a more specific segment: it’s important for us to develop an on-demand corporate private driver service and a reliable airport transfer. Next to that, both of these companies are foreign market giants. They know exactly how to represent themselves in the market, but they are much less aware of what customers really need here. Nobil has this knowledge.”

The future of transport: Internet companies to replace fleets

“Nobil is our first step towards mobility systems of the future. In the developed countries, saying no to owning a car is a growing trend. Taxi companies do the same. Owning vehicles is simply too expensive and brings no profits. Car manufacturers will soon begin supplying cars as a service: for example, a subscription for an Infiniti.”
According to Rethinking mobility study by Goldman Sachs experts, ride-hailing companies with handy mobile solutions have 33% of the global taxi market today. By 2030, these companies have every chance to take a much larger market share and exceed the market share owned by classic taxi companies 5.3 times. There are several reasons for such market changes: the regulation of urban infrastructure grows stricter, institutions try to resist air pollution and traffic jams in cities, taxes for owning a car become higher. It is only logical that the “pay-as-you-go” model (paying for the actual time you travel) is becoming more popular.

“We’ve seen a rather simple solution to it: stop owning fleets, just do the transportation. Since public transport will never meet people’s need for the special attitude, high quality, individual approach, Nobil is there to provide on-demand transportation services in the luxury segment.

That’s why we do not want to own a fleet. We provide a mobility solution and want to be a modern Internet company, not just another taxi company in this oversaturated market. On the other hand, we’d like to concentrate on the business development. That’s why we chose an on-demand platform instead of having a whole staff of in-house programmers.”

Customer needs guiding business

For Nobil it’s important to provide services clearly more comfortable and attractive than a usual taxi. The company has learned from the potential customers what service characteristics matter for them the most.

  • Unified business- and premium-class vehicles, preferably black and without taxi signs on it.
  • A-level service during the trip. Friendly drivers wearing suits, umbrellas in case of a rain, other little pretty attention details.
  • Round-the-clock support, by phone and via popular messengers.
  • A convenient mobile booking application.

“If you take this business seriously, invest in drivers education (for example, teach them English), monitor all processes constantly, the quality of your business will stand out from the competitors. The customers will see it not even as a premium-class taxi, but as a mobility service with a personal driver,” Eugene believes.

“For the first year after having our mobility solution, we plan to maximize the number of fleet-partners and to bring the volume of orders per month to 3,000. Very often, premium car fleets do not want to work with taxi tariffs (boarding price + price per kilometer + price per minute). Accordingly, for Nobil, the flexibility of tariff setting is necessary. Within the TaxiStartup platform, this problem is solved thanks to hourly tariffs. This makes the negotiations with fleets easier and so we can work as it’s planned.

Since we have a luxury-segment mobility service, there’s not need for us to achieve any cosmic volume of orders in order to get to the operational profitability. We plan to be there next year already.

The highest possible quality of service is our priority right now. We have developed short-term training programs for drivers, including testing the potential employees. The first test results show about sixty percent of the candidates successfully pass the exam.

So far, we are targeting Kiev and its area. After reaching the operational profitability, we plan to launch in Lviv, Odessa. Well, our “super-goal” is to expand to outside Ukraine, for example, to Istanbul, Warsaw, Bucharest.”

Good marketing — the only way to survive in the market of mobile applications

“Our budget includes serious marketing investments already. Without a good promotion channel, mobile taxi application cannot survive: there are plenty of applications out there on the market. It’s crucial to make sure the users think of your business first of all when they need to order, for example, an airport transfer.

We invest in the app store optimizing of the applications, maintaining pages on popular social networks (Facebook, Instagram), working with opinion leaders on Youtube and Instagram. We have also partnered with several fitness clubs and one premium restaurant. It is a great way to attract customers for both businesses.

We really like the idea of yachts and helicopters on-demand, via the same application. In the summer, in Kiev on the Dnieper, yacht trips are extremely popular. It seems to me that such a service will give our business the uniqueness it needs, and the ability to surprise is the best marketing tool for any brand.
Our entire marketing strategy works to ensure Nobil is associated with the status that the client feels by spending money more wisely than using a service by our competitors.”


Creating a business of on-demand transportation services requires a detailed market research and thorough planning of each step.

  • Build your business as an Internet company providing innovative mobility solution instead of concentrating on fleet owning.
  • Conduct a good research of the local market and draw up a detailed, realistic business plan.
  • Take care to provide your target audience with a unique value proposition. Use a well-developed marketing strategy and investment in marketing proportionally to the business objectives so that potential customers will learn to know your business.

Do you want to start your own business like Nobil did? Sign up for a trial version of our system right now.

Try for FREE

New analytics: how to use it to the max?

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Our new company panel has a plenty of features essential for your business. And some of them we love even more than others. Company analytics is surely one of them.

Look, we’re super-excited about this tool, and we really believe these analytics data can bring your business to a new level. So let us introduce it. Actionable advice on data analysis included.

First of all, where do you find company analytics? It is the second tab in your company panel. All the data about your business performance is gathered and is really easy to access for every period (day, month, year). Have a closer look at every diagram and its value for your company.

Orders total

Orders total
This chart shows your company’s total revenue from orders only. We calculate your “orders total” by summing up:

  • The unpaid orders;
  • The orders paid by credit card;
  • The orders paid by terminal;
  • The orders paid with cash.

You can see the exact amount of money coming from each source by moving the pointer along the graphs.

Orders total statistics allow you to compare the amounts of revenue the business gets from clients, by payment method used. Based on the comparison, it’s easier to take business development decisions. Is the business going the right way? Are there things to change? Are there unexpected breakthroughs?

Total revenue

Total revenue
This diagram shows the total revenue of your company (for a chosen period), gained from the drivers and the passengers. It is calculated by adding up:

  • Card transactions made by passengers;
  • Card transactions made by drivers (all driver top-ups);
  • Manual top-ups of driver accounts.

Move the cursor over the diagram to see specific numbers.

How is “Total revenue” different from “Orders total”?

  • “Total revenue” is company revenue from the orders + all revenue from the drivers;
  • “Orders total” is company revenue from the orders only.

As “Total revenue” shows the pure real money coming to the company within the chosen period, it is a good bookkeeping tool. Now you can easily compare the income flows of the company. You can see if the revenue from a particular source is large enough, is it growing or declining.

Driver response time vs. Clients waiting time

Driver response time vs. Clients waiting time
This chart demonstrates how many of your clients were ready to wait for a driver confirmation, and for how exactly long.

On the y-axis, you see the number of bookings. On the x-axis, the seconds of the driver response time are shown. Place your cursor at any point of the graph to get specific information on how response time correlates with orders being cancelled by passengers and how many jobs were accepted by drivers within a particular response time.

This graph is meant to help you define the business goals more precisely. For example, it makes clear what optimal response time is needed to keep both clients and drivers happy.


In this diagram, the orders company got in a given period are ranked by their status.

On the horizontal axis, there are the days (months, years). On the vertical one, the number of orders.

This diagram accumulates data about 4 order types:

  • Completed — orders drivers accepted and completed (paid and unpaid).
  • Cancelled by driver — orders drivers cancelled (for any reason).
  • Cancelled by passenger — orders accepted by drivers but cancelled by passengers (for any reason).
  • Cancelled by operator — orders accepted by drivers, but cancelled by a dispatcher (for any reason).

Knowing this all makes well-targeted problem shooting for the company easier. Imagine: if all the canceled orders are coming from the drivers, it’s probably time to hire more drivers because. Another case: with enough drivers, a lot of orders are being canceled. This may be a good time to work on increasing drivers’ engagement or teach them to work with the Driver app properly.

Referral coupons

Referral coupons
Referral programs is a tool we love almost as much as analytics, really. This is why referral programs on TaxiStartup come with a whole bunch of statistics. This very chart is adds some essential data to the statistics on each referral program you launch.

This doughnut illustrates all your company orders made within a certain period with and without referral coupons.

  • Orders without coupon — orders completed and paid without a referral coupon.
  • Orders with coupon — orders completed and paid with a referral coupon.

Let the pointer hover over the diagram to see specific numbers.

This chart shows if people react to your referral program efforts. It can also be used to understand which promotion channels are the most productive for a referral. You can compare the data from different periods to see which marketing approach works better.

Booking sources

Booking sources
This one is simple: all orders, split by source, for a given period.

  • “Partner apps” — orders from apps of other taxi companies on our platform (if you allow “service for travellers” in company panel).
  • “Android” — orders accepted from Android versions of your app.
  • “iOS” — orders accepted from iOS versions of your app.
  • “Web” — orders accepted from a web application of your company.
  • “Taxi Butler” — orders accepted from Button application.
  • “Dispatch panel” — orders accepted from your company dispatch panel.
  • “Dispatch API” — orders accepted from company dispatch API.
  • “Unknown” — orders accepted by drivers from unknown sources.

The number of bookings from each source become visible when you move the pointer over the chart.
Booking sources chart gives you insights on which channels people use to interact with your Passenger app. It means now you get to know:

  • Which platforms are the most profitable to work with;
  • Partnership with which companies (in case of working with a partner dispatcher) is the most successful;
  • What platforms need more attention in order to bring more profit.

Driver median response time

Driver median response time
The chart shows how much time the drivers take to confirm a job or to bid for a new offer. The calculation is based on the confirmation time. Confirmation time is the “offer bid time of a driver” minus “offer staying open time”. The x-axis shows the date, and the y-axis the response time.

The median is more precise than “the arithmetic mean”. While a mean is the sum of the response time of all your drivers added up together and divided by the number of your drivers, a median is the middle value separating the greater and lesser halves of a data set. Working with a median allows avoiding statistics spoiling by one or two lazy drivers

Sometimes long response time is a result of no notifications send to the drivers. Sometimes it is a consequence of low engagement level of the drivers: in such case, you may think of motivating the drivers or imposing sanctions for cancelling jobs. Sometimes it means it’s a right moment to hire more drivers.

Assigned vs. Missed orders

Assigned vs. Missed orders
This doughnut elaborates the previous one and shows how many orders your drivers have accepted or missed within a certain period (day, month, year).

  • “Assigned orders” — jobs accepted by the drivers.
  • “Missed orders” — jobs not assigned to any driver within the set proposal time (no matter what reason).

As you’ve already guessed, the exact numbers are shown as you move the pointer along the graph.

Generally, the fewer orders are being missed, the better for a taxi business. If a company is missing a significant amount of orders, it’s time to review the whole business model critically.

You come to more business insights if combine data from two or more charts. For instance, “Driver median response time” and “Orders” diagrams complement each other perfectly so you can see if cancellations by drivers are related to low engagement level of the drivers or are simply conditioned by not having enough fleet.

As you see, there’s a lot to company analytics. Try it out to see it’s really simple and pretty to use. Now you’ve got the most powerful arsenal to make growth decisions for your business.

(English) iTunes app analytics: free Eldorado of ASO ideas

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iTunes connect comes together with your first app uploaded to the App Store. It’s inbuilt into the Apple system and — it collects a plenty of useful data to make an app a success. Crazy enough, most app owners even don’t know they sit on this goldmine! This gives you a unique possibility to be the first one to use the iTunes Connect data to outperform all the competitors in the App Store. Do not hesitate and learn how!

How to connect with iTunes Connect?

iTunes Connect is something you already use for submitting your apps to the Store. So there are no special steps for accessing the tool. You simply log in to iTunes Connect with your Apple ID. After that, go to the “App Analytics” tab on the main page.

iTunes Connect

This is how the analytics panel looks like:

iTunes Connect Analytics Panel

iTunes Connect Analytics Panel

iTunes Connect Analytics Panel

Congrats! Now you can start checking the data every once in a while.

iTunes Connect data and how to use it to boost an app

Here are the metrics you can find in iTunes Connect.

  • Impressions.

    The number of times the app was viewed on the App Store (for longer than one second). “Impressions” statistics include the times your app appears to people in the search results, is being found via the featuring tabs (Featured, Explore, Top Charts, and the app Product Page Views. This data allows calculating the tap-through rate of the app (TTR): the number of users seeing it and clicking further to view the product page/download it. And TTR allows you to understand if the app is really reaching customers.

  • Product Page View.

    Shows how many times the app’s Product Page is viewed by App Store visitors.

  • App Units.

    How many times the app is downloaded in a chosen period of time. By dividing the App Units number by the Impressions number you can get the conversion rate (CVR) of the app.

  • Installations.

  • The installations tab demonstrates how many people have installed the app.

  • Sessions.

  • Apple collects the information about App Store behavior of the people who’ve given their consent for this. So the Sessions tab shows how often people use your app for more than two seconds.

  • Active Devices.

  • This metric demonstrates the number of devices using the app for a chosen period of time.

  • Retention.

  • The app usage within a given time period. If you analyze it by segments and trends you will get more ideas for growth.

It is a good practice to segment all the data you get from iTunes Connect into at least two types of traffic. This will make it easier to concentrate on meaningful data and not to get lost in all the metrics. There are the segments:

  • Search traffic. All the people seeing your app’s Product Page because they’ve searched for the relevant keywords.
  • Referral traffic. All the people coming to the app’s Product Page from the web or other apps.

For each one of them, the following metrics should be analyzed:

  • Impressions.
  • TTR (tap-through rate).
  • CVR (conversion rate).


Impressions tab, plainly said, shows how many people organically discovered the app in the Store. The more people get to see it, the better the app it is optimized and has a higher chance of being downloaded in the terms of the iTunes algorithm.

Finding the Impressions data:

Go to “Metrics” tab → “Impressions” tab → Select “View By” as “Platform Version” → “Filter” by “Source Type” → Choose “App Store Search” → Set the relevant period.

When you compare this data to the previous period, did the performance of the app increase, decrease or stay the same?

Acting upon the data:

Acting upon the data

Tap-through rate

Now you have the Impressions data, you can calculate the tap-through rate (TTR). TTR is the ratio between the average number of Impressions for a period relevant for your business and the average number of Product Page views for the same period.

Finding the TTR data:

Go to “Metrics” tab → Let “Impressions” tab stay on → Choose “Compare To” “Product Page Views” → Select “Unique Devices” → Set “View By” at “Platform Version” → “Filter” by “Source Type” → Select “App Store Search” → Set “Date” at “Custom Range” → Set the relevant date.

Acting upon the data:

Tap-through rate

Conversion rate

Conversion rate (CVR) is the ratio between the downloads of your app and the total number of people who’ve seen the app.

Finding the CVR data:

Go to “Metrics” tab → Let “Impressions” tab stay on → Under “Sales Category”, choose “App Units” → Set “Compare to” at “Product Page Views” → Select “Unique Devices” → “View By” “Platform Version” → “Filter” by “Source Type” → Select “App Store Search” → Set “Date” at “Custom Range” → Set the relevant date.

iTunes Connect counts the downloads from the Search Results together with those from the Product Page. This is why the CVR can be higher than 100%.
Acting upon the data:

Strategy for apps

Do not forget referral traffic!

However important it is that an app is well-visible in App Store thanks to a smart ASO strategy, do not forget iTunes Connect also gives you an opportunity to see if people are coming to the app from the third-party sources.

You can find out the Impressions and the CVR we’ve talked about above for referral traffic as well. This is how.
Impressions: Go to “Metrics” tab → Choose “Impressions” → “View By” “Source Type” → Choose “Add filter” and add “App Referrer” (to see the third-party app’s traffic) or “Web Referrer” (to see the web traffic) → Set the relevant period.

Now you know how many people get to see the app thanks to other sources. These may be your own website, partner apps, and websites, and all types of the ads (think of Facebook or Instagram). The data about the Impressions drawn this way help you understand if the marketing channels you invest in work positively for the app’s visibility.

CVR: Go to “Metrics” tab → Under “Sales Category”, choose “App Units” → Set “Compare to” at “Product Page Views” → Select “Unique Devices” → “View By” “Platform Version” → “Filter” by “Source Type” → Choose for “Web Referrer” (to see the web traffic) or “App Referrer” (to see third-party apps traffic) → Set “Date” at “Custom Range” and choose the relevant date.

As you see, there’s also a possibility to filter by a particular referral, say, Facebook or Google.

The successfulness of the referral traffic for your app depends on several factors. First of all, attractive and unique product. Next, not less attractive and unique messaging about it, fulfilling the expectations of a potential customer. The last is how relevant the third-party channel is to promote your app. CVR data from iTunes Connect helps you analyze if specific marketing channels work as expected.

Wrapping up…

iTunes Connect is a perfect and not too complicated tool to analyze the app performance in the App Store. It provides a lot of insights (such as Impressions, tap-through rate and conversion rate) one can use to adjust the ASO strategy in particular and the marketing strategy in general. Do not hesitate to use this data and get ahead of your competitors! May the 4th be with you😎

(English) Meet LEFA, the brightest mobility startup in Namibia

Desculpe, este conteúdo só está disponível em inglês (EUA) e espanhol europeu. Por uma questão de conveniência para o utilizador, o conteúdo é mostrado abaixo no idioma por omissão para este site. Pode clicar numa das ligações para mudar o site para outro idioma disponível.

LEFA is an on-demand application for ride-hailing in Windhoek, the capital of Namibia. Melkisedek Ausiku, the founder of the startup, has always dreamt of being an independent entrepreneur, “his own boss”. Since reliable and fast internet connection was available everywhere in the city, Melkisedek saw it as clear as a day: it was the right time to introduce high-quality ride-hailing services.

LEFA startup

LEFA started as a team of idealists believing the cutting-edge tech will create totally new opportunities for Namibia and make it a better place for everyone. And they were right! Despite a scarce budget, the app was launched successfully.

“We were not afraid to disrupt the transportation market in the country whatsoever. We’re a team of strong technology and innovation believers: it creates room for even more development, new jobs, new possibilities. Namibia has a reputation of a knowledge-based society, and we’ve found out it’s completely true. The market was really enthusiastic towards LEFA taxi startup.”

LEFA taxi operates in Windhoek and the surroundings. It provides transfer services for Hosea Kutako International Airport as well. The company has become popular within days, and the main reason was its reliability.

“With the app, people feel safer while cab-hailing. They get to see the driver profile, the ratings the driver has, they know the exact time the car will arrive. You can pay with a credit card, you know the exact price of each ride. The same applies to drivers: they can rate passengers, get cashless payments, and be sure their whole experience is transparent and trustworthy.”

The toughest challenge for LEFA was recruiting drivers. According to the local regulations, it takes at least 6 months for an individual who fancies driving part-time to get all the necessary to work legally. At the moment, company can only work with already registered shuttle drivers.

“We’ve discovered that despite the ambitious Development Plans, there’s still a lot of space for improvement in the country when it comes to supporting and facilitating small local businesses. That’s why we decided to provide this kind of help to other entrepreneurs. We’ve launched a partnerships campaign aimed at helping local small and medium businesses in transportation.”

On May 24 to 26, 2018, LEFA is participating in the Viva Technology conference in France. This is a major meetup for game-changing companies and startups in the branches of sustainable mobility and smart city, renewable energy, and energy efficiency. Startups are showcasing their solutions at Viva Technology, while investors are chasing for the “next big thing”. In 2017, more than 68,000 visitors from all over the world were attending the conference.

LEFA startup

“The access to high technologies has a potential of reshaping the Namibian economy. We have all the chances to become a tech-driven nation, and LEFA is very into seizing these chances. We believe being at Viva Technology is a step in a right direction. Our long-run plan is to develop a reliable mobility network that can be replicated in other markets, other countries that don’t have access to modern transportation yet: think of Angola, Zimbabwe or Botswana”.

You can join the LEFA community and follow the latest news on Twitter or Facebook.

Do you want to repeat LEFA’s success? Sign up for a trial version right now.

Try for FREE

(English) Bulletproof payment solutions for the whole world

Desculpe, este conteúdo só está disponível em inglês (EUA), espanhol europeu e russo. Por uma questão de conveniência para o utilizador, o conteúdo é mostrado abaixo no idioma por omissão para este site. Pode clicar numa das ligações para mudar o site para outro idioma disponível.

Building an app-based taxi business without accepting credit card payments is quite the same as trying to ride a Tesla car without a battery. Look at Uber. This was their whole success strategy: make payments easy and smooth for both drivers and passengers.


Because the future is cashless. The US, where in 2013 85% of all transactions were made in cash, is 50% cashfree in 2017. Sweden is almost cashless by now. Even in the most cash-loving countries, people use Apple Pay and sortalike services more and more.

Apple Pay

An integrated credit card payment gateway makes processing cashfree payments possible for your taxi business.

Payment gateways come in all sizes and shapes. Just like flowers. This is why we appreciate all of them, but only work with the very best ones. We’ve chosen the most reliable systems. Here are some advantages of the payment gateways TaxiStartup has integrated:

  • The costs of the trips are calculated automatically, based on the rates you set.
  • High level of transactions security.
  • Money is transferred right to the company bank account.
  • The whole driver management can be automated (they won’t need to come to the office as all fees are charged automatically).
  • No manual calculations of driver payouts anymore.
  • Being in the forefront of the young, cash-free world.

The TaxiStartup platform supports several payment gateways so that your business can function well literally everywhere where people use credit and debit cards.

Why payment gateways so secure?

First of all, because we’ve only chosen for really trusted payment systems to collaborate with.

Another important point is that money for your services is transferred right to your company account, with no mediators in between.

Next to that, payment gateways enabled by TaxiStartup allow preauthorization. What’s that?

That’s a universal anti-fraud method for credit card payments. If pre-auth is on, when a passenger is ordering the service, there is a hold put on the total amount of the trip price on their bank account. This means the passenger is not able to spend this money another way than paying for the trip. Nor can a driver put this money in own pocket.

What payment gateways are there?

Here’s the list of payment gateways TaxiStartup integrated into the platform.

  • Braintree — PayPal service, active in 45 countries and 130+ currencies. Preauthorization available starting with the 0.19 TaxiStartup release.
  • Stripe — credit card processor, perfectly fitting small businesses. Active in 25 countries. Has all the customization options one can desire. Preauthorization made possible in the 0.19 TaxiStartup release.
  • PayU — payment solution tailored to developing markets. It functions perfectly in Argentina, Brazil, Colombia, México, Panamá & Perú, Russia, Turkey, Romania.
  • HyperPay — system that makes possible accepting online payments from any device. It is specially created for Saudi Arabia, UAE, Egypt, Jordan, and Lebanon.
  • Checkout — payment gateway available for businesses in the United Arab Emirates and the European Union. We’ve integrated this end-to-end payment technology into TaxiStartup platform recently to allow our clients maximizing their revenue due to higher acceptance rates of Checkout.
  • Mercado Pago — payment gateway processing in-app payments in México, Argentina, Brazil, and Uruguay. Preauthorization possible.
  • Bepaid — payment gateway for Belarus.

All in all, these taxi payment systems make possible that TaxiStartup clients can process cashless payments in most of the countries.


Yet there’s more to it! Not only we integrate third-party solutions, we also customize them. Smart customization makes sure that payment systems work fast and easy for both passengers and drivers to make money transfers. No need to fill in extra security tabs! No more overloaded interface!

One more important piece of information:

  • Zero setup costs.
  • Zero maintenance fee.

As you see, at TaxiStartup we can find ideal cash-free taxi payment solutions for any business, in any country. Because we love taxi, and we love paying without cash😊

Heart Gif

Let’s work together for the better, safer cashless world!

(English) How to promote your taxi app with social media influencers

Desculpe, este conteúdo só está disponível em inglês (EUA) e espanhol europeu. Por uma questão de conveniência para o utilizador, o conteúdo é mostrado abaixo no idioma por omissão para este site. Pode clicar numa das ligações para mudar o site para outro idioma disponível.

It’s as true in the taxi industry as it is in any other field today — when you want to build brand awareness and improve marketing results, you can’t ignore social media influencers. More and more brands are jumping on board with the power of influencers. In fact, the number of ad posts on Instagram doubled to 1.5 million between 2016 and 2017, according to member-based business intelligence firm L2. Why? Simply put, social media influencers have the credibility and reach to drive real business results. Their followers trust them, and that trust translates to influence.

How can you promote your taxi app and improve marketing results by using social media influencer marketing practices? How large your influencer marketing budget should be? How to choose influencers? What makes this work?

To help answer these questions, here’s a look at how to market your business with social media influencers.

Start with your target demographic

For effective influencer marketing, you want to start by thinking through the customers you are trying to reach. In the taxi field, your target customers are simply people who take cabs in your geographic area. This means you want to seek out influencers who reach local travelers.

Find influencers who will fit with your brand

To find influencers who fit your objectives, look for people and brands connected to the taxi industry — such as local hotels, resorts, convention centers, airports, restaurants, bars, entertainment complexes, etc. — any situations where a cab is likely to come in handy.

Additionally, look for influencers who work in local online and offline news media, or for travel and entertainment media. These individuals are already reaching an audience of travelers, i.e., people naturally interested in your taxi services. A survey by Markerley found that micro-influencers with 10k-100k followers offer the best combination of reach and engagement.

Find influencers who like what you offer

Avoid working with people who aren’t interested in your taxi company, and instead, find the influencers who would legitimately see value in your service. This includes local bloggers, travel media and any other media personnel who like being “in the know” about services like yours. If your taxi service caters to the young and hip crowd, for example, find social media personalities who do the same. If you’re establishing yourself as the most affordable, cost-effective taxi option, find people who focus on personal finance and cost savings. The more these media personnel like your business, the easier and more credible their posts will come across to followers.

Know there’s no clear standard for influencer marketing budget

Social media influencers aren’t like bus tickets; prices vary dramatically. While there isn’t an exact formula for what you should pay influencers, there is a basic guideline: You want to make sure you provide value in exchange for the content they’re creating.

While brands can pay influencers with more than just money, generally speaking, dollar amounts depend on the type of project, the influencer’s follower count, and engagement rate, and current trends in the marketplace. Top influencers will often cost 10 to 20 times more than micro-influencers. Other valuable incentives can include invitations to exclusive events, free products or services, some sort of feature in your network, etc.

Try an influencer-run contest or giveaway

One highly effective strategy for brands is to run attention-getting contests or giveaways. The influencer gets creative control and mediates the contest, but the brand provides a product or service to winners. You might offer free transportation to an upcoming event, a week’s worth of free rides, discounted rates or another related reward to winners. This works because followers are usually quick to try winning free items, so the content gets spread and featured more easily than typical ads.

Have actionable goals

One of the best ways to avoid running influencer campaigns that leave you wondering about benefits is to start with actionable goals. What do you want a campaign to achieve — more followers, more website traffic, a boost in leads interested in your taxi company? Whatever it is, use the goal to drive your campaign and measure outcomes. This way, you’ll complete the project with tangible benefits for your brand.

As a taxi business looking to reach new riders, the more ways you can get the word out about what defines your brand, the better. Working with social media influencers can be a powerful strategy, so use the tips above to get started! Channel the power of today’s most influential social media users to effectively market and boost business for your brand.

Do you want to start working with TaxiStartup and its powerful marketing team? Sign up for a trial version right now.

Try for FREE

(English) Go partners with local airports (it’s a piece of cake!)

Desculpe, este conteúdo só está disponível em inglês (EUA), espanhol europeu e russo. Por uma questão de conveniência para o utilizador, o conteúdo é mostrado abaixo no idioma por omissão para este site. Pode clicar numa das ligações para mudar o site para outro idioma disponível.

Some time ago we’ve noticed many of our clients team up with other local businesses. Some of them provide airport transfer services. Others collaborate with hotels or restaurants.

This is an excellent move. Working together with an airport or hotel helps maximizing the revenue and raising the popularity of your company. Because we wanted to make these business connections really effortless for our clients, we’ve adapted our system to your company needs.

Let’s have a look at why the TaxiStartup system is extremely convenient for companies providing airport taxi services😇👇

Let other business book your taxi in one click

The “Partner dispatcher” (aka “remote dispatcher”) function is integrated into our product. What does it mean and why does that matter?

In your company panel, you can assign partner access to the third party operators (which is to say: to the airport staff, for example). Operators with partner access can create, view and change orders for service types, available to them personally.

Partner dispatcher access is an ideal solution for your business partners: airports, hotels, restaurants, clubs and any other businesses willing to book your services for their visitors, clients, employees.

In case third parties work as partner dispatchers, you do not charge the passenger directly, but the company arranging the trip. In your monthly reports, this money is marked as “third-party payment”.

In our 0.19 release, we’ve added a separate display of regular and per-hour tariffs for partner operators. Now your pricing is really transparent for your partners.

Charge precisely

Speaking of tariffs… There’s one more useful feature called “Fixed rates between zones”.

You can charge passengers set prices for trips from and to particular locations. It works as follows: it does not matter from which point of a certain zone your passenger is traveling, they pay a fixed price for a ride from A (say, an airport you work with) to B (say, a hotel).

This makes pricing even simpler for you and your business partners!

(Note: we need to configure this feature for your account personally. There is a fee applying for the configuration.)

Make your clients happy: let them plan!

Within our system, preorders are possible along with instant orders. This means passengers can book an airport taxi service in advance and be sure the cab will come on time. Function, loved by people who value their time and prefer to plan things beforehand.

reserve un servicio de taxi en el aeropuerto con anticipación

For your dispatchers with a limited access, it is possible to mark their place as “favorite” in the system as it’s shown in the picture below.

marcar su lugar como "favorito"

Now, the whole process of taxi calling is much quicker for your business partners. Thus, the number of your orders is only growing!

We’ve also thought of permanent addresses and custom POI names for the passengers. They’re gonna love it! In the passenger app powered by TaxiStartup, people can save their point of interest (say, an airport where they go often, or a hotel where they stay regularly) under the name they like (“Favorite address” function). No need to look for it again and again🙌

Taxi Butler: one button fits all

Ever heard of the Taxi Butler?

The technology looks simple: it is just one button that allows operators to book your airport transfer services. The Taxi Butler is able to bring you up to 2500 orders in a month time! No internet connection needed, no complicated installation procedures. The Taxi Butler button is simply plugged — and then it’s a question of pressing the button to call the cab!

el botón para llamar a la cabina

How comes using The Taxi Butler is so easy? Well, it is connected to the dispatch system of your company so that the orders can be processed within seconds. You can connect two service types to one button (say, regular cab and limo). The partner operator will be able to choose what service they’d like to book.

Botón Taxi Butler

A certain service type can also be connected to a certain location. Imagine, all the passengers using your airport taxi service prefer limo to a cab. With the Taxi Butler, you can attach a service type to the airport location. Ready: all cars called to the airport will be limos only!

TaxiStartup has integrated the Taxi Butler for all dispatching systems: it works worldwide, with all GSM standards.

Make your money flow secure

Today, people do not rely on cash money that much. Сredit cards, Apple Pay, and a plenty of other solutions alike are there on the market. Paying with cards is especially convenient for travelers and business people, as it spares them a lot of time and energy.

We’ve thought of how important it is to provide our clients with a bullet-proof credit card payments for transfer services. We’ve chosen several trusted and reliable payment gateways to enable you accepting credit cards from the passengers. We have following options:

  • Braintree;
  • Stripe;
  • PayU;
  • HyperPay;
  • Mercado Pago;
  • Checkout.

As you see, we’ve got you all covered: secure credit card payment solutions for all businesses, all over the world.

soluciones seguras de pago con tarjeta de crédito

Desktop and mobile: accessible to all

The finishing touch to make the TaxiStartup system really, really ideal for all companies providing airport transfer services: your business partners are able to access dispatch from the desktop as well as from all kinds of mobile devices.

Really, we’ve done our best to make airport transfer services a piece of cake to you. A piece of cake bringing money. Check it out!

Try for FREE

(English) Automate your driver billing & payout

Desculpe, este conteúdo só está disponível em inglês (EUA), espanhol europeu e russo. Por uma questão de conveniência para o utilizador, o conteúdo é mostrado abaixo no idioma por omissão para este site. Pode clicar numa das ligações para mudar o site para outro idioma disponível.

As a taxi company, you probably have (or plan to have) an impressive fleet. This means, the number of drivers you’re managing grows almost constantly. Automated payout & billing system is one of the tools meant to reduce the amount of management needed.

Bill your drivers without a single sheet of paper

Automated driver billing is integrated into TaxiStartup platform. The tool makes sure that your drivers are billed every once in a while, and it happens fully transparently and reliably. Curious how that works?

Every driver has to fill out their bank account information right away while registering in the Driver app. This information will be verified by an account manager.

Driver Payout

Starting from this very moment, our system will calculate all the data for the billing & payouts to the driver’s account on a daily, weekly or monthly basis. For the drivers with a pre-order based subscription, their balance will be charged every time they take a job. No more manual calculations for you!

Drivers can top up their accounts in two ways:

  • Right from the Driver app via credit card payment on your merchant account;
  • Bringing cash to the office so that the company administrator can top up their balance manually from the Company Panel.

If passengers pay cash or terminal, all this money goes to the driver. That’s why our billing system registers such payment but does not top up driver balance with the total received. It calculates order fee and charges it from the balance instead. So if your company receives cash/terminal payments only, and drivers with a negative balance are not allowed to work, advise your drivers to top up their balances before starting the shift.

Get perfect overview of driver payouts

The history of drivers’ transactions is saved in the system. Managers at your company always have access to all the detailed reports on all the transactions and balance of the drivers.

Say, the billing cycle in your company is a month, the 1st of the month to the 1st of the next month. During this period, the TaxiStartup system calculates your driver’s Payment summary. This summary is automatically submitted to your company email.

After that, you can pay your drivers in three ways:

  • Right to their bank account;
  • With cash. When passenger pays cash, the driver keeps cash and the company gets the fees from driver’s balance;
  • With cash via another driver. When driver transfers money from own balance to the balance of another driver who exchanges it to cash.

Driver Payout

Talking about transparency, we’ve considered driver’s interests, too. The drivers are able to follow their own transactions and fees charged, and the amount of payout in the Driver app. This feature gives drivers a better overview of what they earn and helps to build trust between the company and the employees.

Taxi dispatcher and driver

Curious? Set the TaxiStartup payouts up!

The driver payouts option is free (configurational fee applies, using the tool if free). To activate it, drop your message at

Our setup specialists will need to know a couple of details:

  • week, day and time driver reports should be generated;
  • minimum/maximum amount to be placed on the driver’s account;
  • minimum balance of the driver’s account (if applicable);
  • currency you work with;
  • details required for bank transfers in your country (driver bank name, bank account routing number, bank account number etc.).

The configuration normally takes us 1 to 3 hours of intense work, that’s why we take a fee for it. As soon as the feature is activated, “Payout details review” tab will appear in the company panel. You can read more about driver payouts here.

After this, the drivers submit documents necessary to be on the payout list and wait until you approve them. You can approve or reject their payout details. You can learn more about it in this article.

Managers will need to set a minimum limit of a driver’s balance for payout reports to become possible. If a driver does not have the set minimum sum on the account, they won’t be on the payout list. Note: Take care your drivers do not reach the limit because it blocks the generation of payout reports!

Collaborating with a bank on the payout or paying the drivers with cash — however, the time you spend is much shorter with driver payout tool!