How a carpooling app got 50,000 riders on board its platform with the help of The Testament®
The company in context was a carpooling start-up, which allows users to share their rides with interested users travelling in the same direction. Although the app had a significant user base, there was tremendous potential for growth. The company decided to conduct a market acquisition drive across the country, without increasing organisation headcount, with the help of The Testament®. The target group for the company was intercity riders travelling between various metros of the country such as: Delhi-Chandigarh, Mumbai-Pune etc.
The Testament® activated 100+ Facilitators for over six months, across 4 cities (Delhi, Gurgaon, Chandigarh and Pune) for this project. The facilitators were trained about the carpooling app, along with the data points required for registering users on the platform. The task was challenging since the acquisition required the facilitators to work during early morning hours along highway junctions, since potential users for carpooling were high in number around these points. The Testament also conducted on-ground acquisition in and around popular junctions like Connaught Place, GTB Nagar, North Campus etc. in Delhi to supplement the drive along highway junctions. Data centres equipped with laptops and internet service were setup at these points (both popular spots and highway junctions) to help drive the user acquisition process. The facilitators were tasked with:
- Educate people regarding the benefits of carpooling
- Demonstrate the features of the app
- Acquire requisite details of the interested retailers for account creation
- 50,000+ genuine user registration on the platform
- RS 10,00,000 increase in potential revenues
- Incisive Insights into its target market
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