Marketing strategy for a moto taxi service in Istanbul

For a moto taxi service in Istanbul we prepared a business plan and a launch marketing strategy: market, competitors, positioning, creative concept, advertising and a roadmap. The case records 60 → 3800 visits.

Client and task

The client was entering the Istanbul market with a moto taxi service. We needed to size the market and the audience, find a position among competitors and describe how to attract both sides at once: drivers and passengers.

What we did

• Business plan: market entry prerequisites, market size and potential, target audience, organisational structure, premises and equipment, risk factors.
• SWOT analysis, competitor data and service positioning.
• Customer profile: values, motives, selection criteria, where to reach them online and offline, the key insight.
• Logo, creative concept, advertising campaign, viral video, social media communities and a referral programme for drivers.
• Technical roadmap: promo sites for investors and customers, apps for passengers and drivers (Google Play, App Store).
• Revenue growth plan: attracting drivers, attracting customers, promotions.

Technologies: business plan, SWOT, customer profile, creative concept, media plan, product roadmap.

Result

The “Results in numbers” block further down the page records 60 visits before and 3800 after. These figures come from the case data; we do not publish other metrics. The strategy document stays with the client and serves as the launch plan.