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Your app going live is just the beginning of a fascinating journey into the mobile world. After the business is rolling on the right foot, it’s time to work on a strategy to maintain the activity and expand the customer community. Long story short, your company should develop a fact-based engagement and re-engagement plan. Fact-based, because ideally, all the decision-making needs to rely on the analytics.
Some companies tend to gather and analyse literally all data, while others prefer to throw things at the wall and see what sticks.
None of these approaches is clever. You have to know exactly what to measure, otherwise, you’ll sink in useless numbers. The lesson here is: know your key performance indicators for every marketing activity you begin.
The revenue is an important indicator of how well the app is doing. However, it is good to learn what exactly is attracting people and elaborate these features. If users are leaving, finding out at what point people do not come back to the app anymore is a must. Our inbuilt company analytics, Facebook analytics integration and iTunes Connect analytics are giving you a plenty of useful KPIs, such as:
And many more. Concentrate on the metrics that matter at this very stage of the business development and think of the long-term success in the first place.
Your customers love to know the app is constantly becoming better for them. Not only users tend to delete apps that are never updated, the lack of new releases causes poorer Store distribution results. Plus, new updates give you a possibility to talk to the community and learn what they think.
If you’re striving for a real meaningful relationship with the customers, it’s important to be always there for them. Even when they complain, whine and behave ugly. Apple App Store doesn’t allow to answer the users, but on Google Play it’s possible, so do it. A nice, concerned respond can also happen via emails, phone and support line. Take care to personalize your feedback management. As Mark Zuckerberg says, people hate to receive not-targeted messages.
SMS-marketing are a great tool to communicate with the customers.
However, there’s a thin line between being informative and being annoying. All the notifications should be scheduled and planned so that they won’t irritate people. Here, too, take care of enough personalization and target your messages well.
As you see, taxi marketing plan requires a lot of data-driven planning (what a surprise, right?) and creating a unique strategy to let your brand stand strong in the market. Now, do you feel empowered and inspired? We hope so! Do not hesitate to ask any questions
Ready for your own taxi business? Sign up for a trial version right now.
Our Release 0.20 is here! It comes with all the new features giving you the business advantages you were dreaming of😼
We’ve thought, why not? And then our iOS developers have made iPhone X UI-support for both Driver and Passenger apps. Enjoy it, iOS crowd!
Back in the days, we were only able to show order tracks drawn by Google maps. Since today, it’s possible to track a trip as it really is — next to the “ideal” GPS track! Every tiny moment the exact location of a driver is marked on the map. This way we provide you with more control over driver efficiency: because it’s crucial for your business👀
Optimize the workflow for your dispatchers is our top priority. From now on, all the available drivers of a chosen service type near a pickup location are shown on the map. Less time spent on figuring out which driver will be the best match for an order. Plus, if you click the driver’s pin, the driver’s details will be filled in automatically. Yes, we love to save your time!
Now a dispatch operator can view two types of drop-off pins for Cancelled orders: one of the driver (where the driver has finished the trip) and one of the passenger (where the passenger has finished the trip). Analysing these drop-offs will help you to improve the quality of services.
Namely, now one can search for an order by driver’s phone and board number in the Dispatch, next to searching by an order ID and passenger’s data. One-click access to all orders processed by a driver — it’s basically a visualisation of a driver’s performance💪
Now dispatchers are able to view how much of a completed order was paid with a coupon. It’s now visible why the end price can differ from the amount of money paid by a customer.
We’ve got two types of statuses for preorders: those sent out to drivers instantly, and those sent out in two hours before the trip. Now dispatch operators know exactly why some orders are not assigned immediately.
For those keen on keeping track of their business development, we’ve enriched our Facebook SDK integration with new event types. Before Release 20.0, you were able to track
Now, you can also track other important events:
Do you use Facebook Analytics already? Believe us, you should. Keeping track of the app events helps to evaluate the business growth, allows staying relevant for the customers and attracting new audiences.
From now on, you can set a minimum driver balance amount for taking jobs. The drivers who didn’t manage to top up their balance in time won’t be disconnected immediately. They will be still able to take jobs — until they reach the negative limit you’ve set. No more problem with too many disconnected drivers!
You can switch this feature off if there’s no need in it🙌
Ever had a problem with dispatchers always automatically clicking “Any nearest driver” — and clients who were not happy with a service type they’ve got? Now you can hide this button and oblige the dispatchers to choose the service type requested. Set up in just two clicks in Operator settings in your Company panel.
Google was begging us to implement their new Maps design in our apps. We’ve said, “Okay, Google”. Now the maps look much, much better.
As sometimes all our apps need to take pictures, now it’s possible to work with them without leaving the app. If a driver or a passenger need to crop an image, it can be done quicker than finding ✂️ on emoji-keyboard!
After a job is finished, the total bill is detailed. Just good to know such things!
If driver’s credit card is expired, it’s hidden in the account. We’re planning to make this feature more stunning in the next release.
Like, this level of fabulous:
Now the passengers will see the amount of the trips finished, paid or cancelled — and the prices paid.
Now passengers can know exactly what the coupon discount was. It’s not mind-blowing, but always good for budget overviews.
We’ve hired a new designer. He’s an awesome, brilliant guy and he loves to fire great ideas right away. So he’s made it possible for passengers to see the real color of the vehicle for both Future orders and Recent orders. And he’s planning to do much more!
Do you want to start your own taxi business? Sign up for a trial version right now.
The biggest challenge of your launch is getting enough drivers and enough passengers at the same time. So the success of the whole operation will depend on two things:
Now let’s begin with the drivers.
Given that the company has done its best to get a lot of chauffeurs interested, the question is: how to motivate them to be online and go for all the job offers they get? The very first step you may take is introducing a “registration fee” to weed out people who just apply and never really ride.
Our client in Saudi Arabia, Kaiian, has solved this by providing better tariffs than the competitors do. In many communities, positive word of mouth will ensure everybody’s knowing how profitable working with this new company is.
Another clever move was giving new drivers a free trial period. It brings no incomes to the company, but it brings passengers — and the possibility to analyze and polish possible driver plans. Our Sudanese client, Tirhal taxi, has quickly figured out that a flat rate did not work for them, so they had to switch to pay drivers an order percentage. As a result, the company was able to introduce the “Drivers Leaderboard”, showing average monthly wages of the drivers who ride regularly and well and motivating other drivers to do their best.
It is also possible to stimulate new drivers to take their work seriously by paying them higher rate for every trip at the first stages.
Now imagine: a thousand drivers online and crazily eager to work. What do they need? Passengers! The obvious source for attracting passengers is advertising. The only problem with it: it probably won’t get you 1,000 loyal clients per day who’d recommend the service to their friends and family. What to do?
A fundamental step is getting your ASO straight so that by the launch people will already know your app and get to see it on top of the Store distribution list. The more traffic your app will attract, the better for the launch. Next to reading our how-to ASO courses, you can also request extra-packs we’ve created for ASO (you can address your account manager for ASO assistance) and Search Ads. If your marketing budget is pretty limited, it’s generally better to invest in ASO than in the promotion of your website: this way you’ll attract traffic directly to the apps.
One more extremely cost-effective method to draw more clients is to distribute referral coupons at some fancy event. 1,000 coupons handed out = 1,000 “warm” potential passengers, who’re immediately encouraged to advice your services to someone they know because it’ll give them a discount.
That’s why collaborating with local events is such a great promotion tool to use during your app’s launch. The most exciting: it even works if you just stand there at the event, not pitching or anything. Big fleet of branded cars: it’s always impressive!
Referrals not only work ideally with events, there’s always a possibility to partner with restaurants, airports, hotels and more. It’s clever to create separate referral programs for each partner you work with to monitor which collaborations are the most successful.
Another great thing about partnerships with events is that it can bring the company in contact with early-adopters, people the most likely to actively use new services and products. These individuals are often influencers, opinion-makers in their field. And guess what? Influencer marketing is all hot!
Okay, Google, what’s influencer marketing? It is promoting services and goods via personal blogs and social media pages. People trust social media influencers because their advice feels natural, personal and trustworthy, as that of a person you know for years. One more plus is that influencer marketing allows targeting the audience extra-precisely. Do not hesitate to reach out to the influencers who can become your early-adopters and tell people about it. Here you can learn all the how-tos of influencer marketing.
The early-adopters of your services, what do you expect from them? That they will love the app and use it again and again. It’s important to make sure their integral experience with the app will be just awesome. Not only should you have enough chauffeurs to drive everybody around, you will also need to give the early-adopters a refined attitude. If they complain, react personally. If they give negative feedback, do whatever it takes to solve the problem and win them back.
Know what’s the rightest way to screw up your own app? It’s not investing in support line and feedback management.
If it seems unnecessary to you, consider this: with no support line, whatever goes wrong, people will come spit out their frustration right in the Review section of the app. Bad ratings guaranteed. Say “bye-bye” to ASO success.
4,5—5 is considered a good rating in the Stores. The more negative reviews, the lower your rating, the deeper you sink in Store distribution. Accordingly, reviews management is an A-level priority, especially in the very beginning. The rules are simple:
It is clever to have two separate support lines for drivers and passengers. Having a possibility to call a support operator directly from the app is always a good idea.
Because the best (and the most cost-effective) promotion is still people talking positively about the company. Ensuring customers have an amazing online and offline experience with your services is essential here. To add up to these basics, think of making social moves. As our client in Saudi Arabia said, taxi business is not always about investing huge amounts of money. It can be about pulling a stunt the audience will like. This is why following trends is really important. Get inspired by the examples of the market giants like Uber and Lyft. The more crazy your idea is, the more viral it will go. Profit!
The success of app launch is very much a question of finding your own solution for the classic “chicken or the egg problem”. To launch well, you need a lot of clients (who will book your service), and to attract more clients, you need more chauffeurs. Young companies often fail to get one of those two magic ingredients — because they think of an app-based system as of an ultimate remedy for their business.
But let’s face the fact — it’s 2018. An app-platform is a must-have. To “sell” the apps, you still need a bulletproof marketing plan. Over 50,000 apps are being released every single month. This means, to create a stable users community, your app has to stand really strong. Let’s see how to market the app from the very beginning.
The thumb-rule is “start as early as possible”.
The very first step is to analyze the local market situation. This includes:
Kate Makovetskaya, Business development director in Russia (Zorka.Mobi Creative Mobile Performance Agency):
«Defining the key performance indicators is especially difficult for a new, unique product on the market. Analytical data from past advertising campaigns can make it easier. If there’s no data from the past available, try this:
Anyway, after launching a marketing campaign, KPIs will need to be adjusted.»
Now, let’s deal with this horrifying term, “outreach activities”. Basically, what are the ways to reach out for an app-based taxi company?
There are two types of publicity you’ll work for before your app’s launch. First one is aimed to attracting drivers. Another one is attracting customers.
To reach out to more drivers, you should know what communication channels they use. Uber has launched tremendous Facebook Ads campaigns before going live in San Francisco, because Uber’s marketers told them potential drivers spend a lot of time on Facebook. Where do your potential drivers spend time? Maybe they’re not on social media at all and you should rely on word-of-mouth initiated by a couple of “ambassador drivers”?
Getting some local media publicity is another way to breed curiosity among drivers-to-be. Think of TV, radio, newspapers. Share your story and tell how your service is different from everything they’ve had before. Small media often publish for free. Pitching to app review websites is also a good method, but take care you pitch to the source your target audience really reads. The more coverage prior to the launch date, the closer you get to solving the “chicken or the egg problem”
As to the customers, one of the basic things to do is initial advertisements. To use it productivity to the max, start in advance. Use online promotion tools, such as Google AdWords to draw more users for your app. You can also launch Facebook and Instagram ads (or any other social media campaign) to prepare people to the app launch.
Online promotions are generally not so expensive as old-school offline methods, and are very effective: they provide widest targeting opportunities. However, online advertising is something needing proficiency and experience, so we advice you hiring a digital marketing agency to get it done well.
Do not forget to state your online presence. Now we’re talking about online promotion, mind this: creating and maintaining social media accounts is extremely important. Facebook, Youtube and Instagram, you name it — are allowing you to create real customer communities.
Things you place on social media also can go viral, because it’s easy to share content there. The more viral your promo is, the more clients you get, and the less you have to invest in advertising
The last, but may be the most important thing ever needed before launching your app: a clear, bulletproof strategy for optimizing your apps for the store distribution. Here you can read our ultimate guides on App Store and Google Play store optimization. The first steps in optimization you can take on your own. Most of the tools you’ll need are accessible for free (at least for a trial period) and only require some serious analytical teamwork. On the later stages, it might be helpful to hire mobile marketers or ASO specialists to do the tough work.
How to prepare a financial plan for marketing activities before the app launch?
«Ideally, everyone wants to see a beautiful “one-size-fits-all” budget plan. Sad enough, such thing will never be adequate to a real situation.
It’s clever to plan a marketing budget allowing certain number fluctuations: this will let you make more flexible decisions in the future.»
Okay, now you know the basics of preparing your app to a successful launch. Let’s proceed to the next step.
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.
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.
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:
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
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.
The main three taxi problems, according to Fabien, are:
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.
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.
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 (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.
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.
Log in to your Google AdWords account. From there, go to the “All campaigns” tab, then to “Campaigns” and click the “blue plus” icon.
Choose “Universal App” and select the mobile platform you want to work with in this new campaign. Enter your app name and click “Continue”.
Now you can set up all the ad creatives needed for your new Universal app campaign.
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 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?
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).
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
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.
So, exciting, right? Click “Save and continue” and let the fun start!
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.
Click at “Ad assets” to get more detailed insights into how particular textual or visual elements of the campaign are working.
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
Евгений Гурник запускает первый в Украине сервис персональных водителей с машинами премиум-класса, Nobil. Как родилась идея этого бизнеса и как спланировать запуск мобильного приложения люксовых такси, идеально подходящее для корпоративных клиентов?
“Когда часто летаешь самолетами, приходится постоянно искать услуги удобных трансферов. Практически во всех странах, в которых я бывал, есть корпоративный такси-транспорт: это автомобили бизнес и премиум-класса, без брендирования на корпусах, прекрасный сервис и удобство бронирования. В Киеве такого еще нет. Мы решили быть первой локальной компанией на рынке с таким сервисом”, — рассказывает Евгений.
“Наши клиенты сейчас — топ-менеджмент. В идеале мы хотим пересадить на сервис личных водителей и средний класс — всех, кто ценит удобство и мобильность. Nobil доказывает, что содержать свой автомобиль такого класса и водителя дороже, чем заказывать эту услугу через приложение. Особенно, если ездите вы нерегулярно: большую часть времени машина с водителем будет просто стоять на парковках в центре города — а их становится все меньше.
Из прямых конкурентов у нас только Uber Black и Blacklane. Но, во-первых, мы работаем на более конкретный сегмент: для нас важно развивать корпоративное такси и услуги аэропорт-трансфера. Во-вторых, обе эти компании — зарубежные гиганты. Они прекрасно знают, как позиционировать себя на рынке, но гораздо хуже представляют, что нужно клиентам “на местах”. У Nobil есть это знание”.
“Nobil — первый наш шаг к транспортным системам будущего. В развитых странах люди все чаще отказываются от владения автомобилями. То же самое делают и такси компании. Владеть машинами становится просто нерентабельно. Сами производители автомобилей скоро начнут поставлять машины как сервис: например, Infiniti по подписке”.
Согласно исследованию Rethinking mobility, проведенному экспертами инвестиционного банка Goldman Sachs, компании, предоставляющие заказ машины с водителем через мобильное приложение, сегодня занимают 33% глобального рынка такси. К 2030 году эти компании имеют все шансы занять гораздо больший процент рынка и в 5,3 раза превзойти долю рынка, принадлежащую классическим такси-компаниям. Причин для таких изменений рынка несколько: ужесточение законодательства в сфере городской инфраструктуры, желание институтов власти противостоять загрязнению воздуха в городах и возникновению пробок на дорогах, а также высокие налоги на владение автомобилем. В этой связи модель “pay-as-you-go” (оплата за время в пути) становится все более популярной.
“Отсюда простое решение: заниматься не владением машинами, а перевозкой пассажиров. Поскольку общественный транспорт никогда не сможет удовлетворить потребности людей в личном отношении, высоком качестве и индивидуальном подходе, Nobil делает ставку на люксовый сервис персональных водителей.
Именно поэтому нам не хочется иметь дело со своим автопарком. Мы занимаемся поставкой услуг, хотим быть современной интернет-компанией, а не очередной такси-фирмой на перенасыщенном рынке. С другой стороны, нам хочется сконцентрироваться на развитии бизнеса. Мы выбрали готовую on-demand платформу с возможностью запустить ее под своим брендом и получать постоянную техническую поддержку от разработчика вместо того, чтобы содержать целый штат программистов”.
Для Nobil важно предоставлять услуги максимально комфортные и непохожие на обычное такси. Компания узнала у потенциальных клиентов, какие характеристики сервиса им важнее всего.
“Если подойти к делу серьезно, инвестировать в обучение водителей (например, английскому языку), постоянно контролировать все рабочие процессы, твой бизнес будет качественно выделяться на фоне конкурентов. Клиенты будут видеть его даже не как такси премиум-класса, а как сервис персональных водителей”, — уверен Евгений.
“В планах Nobil на первый год запуска мобильного такси-приложения максимально увеличить количество автопарков-партнеров и довести объем заказов в месяц до трех тысяч. Очень часто автопарки премиум-класса не хотят работать с такси-тарифами (стоимость подачи + тариф за км. + тариф за мин.). Поэтому для Nobil необходима гибкость настройки тарифов. В платформе TaxiStartup эта проблема решена за счет почасовых тарифов. Автопарки идут нам навстречу охотнее, значит, мы сможем вести работу именно так, как планировали.
Поскольку сервис у нас в люксовом сегменте, нам не нужно добиваться какого-то космического количества заказов, чтобы выйти на операционную рентабельность — это мы планируем сделать уже в следующем году.
Главный приоритет — высочайшее качество обслуживания. Сейчас у нас разработаны краткосрочные программы обучения водителей, в том числе программы тестирования потенциальных водителей. Первые результаты тестирования показывают, что из всех кандидатов успешно проходят экзамен процентов шестьдесят.
Пока что мы ориентируемся на Киев и агломерации. После выхода на рентабельность в столице мы планируем запуститься во Львове, Одессе. Ну и “сверхцель” — начать работать за пределами Украины, например, в Стамбуле, Варшаве, Бухаресте”.
“Наш бюджет уже сейчас включает маркетинговые вложения. Очевидно, что без хороших каналов продвижения мобильное приложение такси не сможет работать: приложений на рынке очень много, важно сделать так, чтобы пользователи знали именно твой бизнес и в первую очередь вспоминали о нем, когда нужно заказать, например, трансфер в аэропорт.
Поэтому мы инвестируем в оптимизацию приложения на сторах, ведение страниц в социальных сетях (Facebook, Instagram), сотрудничаем с “лидерами мнений” на Youtube и в Instagram. Помимо этого, мы заключили партнерские соглашения с несколькими фитнес-клубами и пока одним рестораном премиального класса — это отличный способ привлечь клиентов для обеих компаний.
Нам очень нравится идея с заказом яхт и вертолетов через приложение. Летом в Киеве на Днепре прогулки на катерах и яхтах пользуются большой популярностью. Мне кажется, такой сервис придаст нашему бизнесу уникальности, а ведь именно способность удивлять — лучший маркетинговый инструмент любого бренда.
Вся наша маркетинговая стратегия работает на то, чтобы Nobil ассоциировался со статусностью, которую клиент ощущает, потратив деньги с умом, эффективнее, чем у конкурентов”.
Создание бизнеса такси на основе мобильных приложений — процесс, требующий детального изучения рынка и подробного планирования каждого шага.
Готовы повторить успех Nobil? Попробуйте бесплатно нашу платформу.
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.
This chart shows your company’s total revenue from orders only. We calculate your “orders total” by summing up:
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?
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:
Move the cursor over the diagram to see specific numbers.
How is “Total revenue” different from “Orders total”?
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.
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:
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 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.
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.
This one is simple: all orders, split by source, for a given period.
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:
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.
This doughnut elaborates the previous one and shows how many orders your drivers have accepted or missed within a certain period (day, month, year).
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.
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!
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.
This is how the analytics panel looks like:
Congrats! Now you can start checking the data every once in a while.
Here are the metrics you can find in iTunes Connect.
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.
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.
The installations tab demonstrates how many people have installed the app.
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.
This metric demonstrates the number of devices using the app for a chosen period of time.
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:
For each one of them, the following metrics should be analyzed:
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:
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.
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:
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.
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😎
Do you want to set up your own taxi company? Sign up for a trial version right now.
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 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.
“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.