PORTFOLIO FOR ENTRY LEVEL

(GROWTH MARKETING)
TABLE OF CONTENT

Title page no

a. Introduction 3
b. Methodology to carry out the 4

Following marketing metrics

 5C’S analysis 4
 Larger market triangle reflection 6
 Dream buyer analysis 8
 AARRR funnel 11
 Lead capture 12
 High value content offer 13
 Minimum viable test 14
 Reflections from minimum viable test. 14

c. Conclusion
 INTRODUCTION

The term growth marketing simply means scientifically representing and optimizing growth for a
business. It deals with looking at how an offering is constructed to refer more people to a business and
converting them to checkout and purchase customer, thereby increasing revenue.

This portfolio deals with the task carried out during the course of study by using the following marketing
metrics

 5C’S analysis
 Larger market triangle reflection
 Dream buyer analysis
 AARRR funnel
 Lead capture
 High value content offer
 Minimum viable test
 Reflections from minimum viable test.

In the course of this study, I created a working solution for the E-hailing business sector (Taxi). Case
study SHYNA UBER.
 METHODOLOGY

5c’s ANALYSIS FOR SHYNA UBER NIgeria

COMPANY OVERVIEW

Uber is an e-hailing company primarily offering convenient rides. Major focus is diversifying from the

traditional means of getting a cab.

Uber was lunched 2009 in California, USA currently with 13years of operation and officially lunched in

Nigeria 2014 with 8years of operation.

Uber uses a user-friendly e-hailing app to deliver rides to riders and also provides job for the

unemployed by driving. Payment is calculated based on kilometer travelled and time spent.

Currently, the major competitors in Nigeria are bolt Nigeria and Indriver.

Uber as good online presence but as a case study growth marketing can scientifically help to get more

riders on board thereby increasing patronage

COLLABORATORS

Uber collaborates with drivers in their local region of operation to deliver service to the riders. This is

done by drivers uploading their details on the driver app created by uber.

CUSTOMERS

Uber customers are primarily domiciled in the region anywhere they operate. The app is advertised
majorly on social media network and it is seen by a vast majority of youth who are the major customers
in Nigeria. What the customers expect to get is quality rides delivered by the uber app and as such Value
is given for money paid.
COMPETITORS

Ubers major competitors in Nigeria are bolt Nigeria and indriver all of which compete for the market
share already held by Uber

Bolt Nigeria recently has been competing greatly thereby taking a vast majority of the uber customers,
this is as a result of lower price been offered by bolt.

Indriver benefits from the market because riders are able to negotiate price before onboarding. This has
given a rise to the defection rate of riders to use Indriver

CONTEXT

In Nigeria, factors affecting the e-Hailing business generally

• In proper road sign

• State government regulations

Furthermore, consumer patterns is heading towards price negotiation therefore it is advised that uber

should work on diversifying their rider's portfolio to accommodate these new trends
 LARGER MARKET TRIANGLE REFLECTION FOR UBER

This section deals with four sets of riders namely;

• Not problem aware rider

• Problem aware rider

• Information gathering mode rider

• Buying now rider

NOT PROBLEM AWARE RIDER

Looking at the content of the uber app, one major problem that is not distinctively itemized is the

category rides available to riders.

The app has executive category and economy category, therefore, when a rider books a ride, the closest
driver is assigned irrespective of the category thereby leading to higher prices which might not be in
favor of the rider.

If this is not properly synced on the app, the possibility of losing the rider to another app is high. It is

advised that this category is properly spelt out to riders.

Practical example; A driver (collaborator) joining the business intends to use a 2010 Lexus car for the

business, the uber app automatically places the car on the executive category, while a driver with less

luxurious car is placed on the economy category. If a rider orders a ride and the closest driver is the

executive category which is not favorable to the customer, it is advised that 2 drivers are assigned the

ride and the rider as the option of choosing the category. This enhances optimization of rider category

for different location on the uber app. Furthermore, this also reduces price conflict between riders and

drivers

PROBLEM AWARE RIDERS

Vast majority of people are aware of E-hailing platforms and also have the mindset that uber is more

expensive. Getting this set of riders to come onboard by riding on the platform requires some marketing
strategies. This includes but not limited

• Promotion activation

• Discount on 1st ride

• Cashback after some couple of ride

• Free ride after completion of rides at a particular time

INFORMATION GATHERING MODE

Customers gathering information on the app will most likely be looking for price range comparing to

what other apps will offer for rides. Therefore, it is important to put a discount measure at the time of

getting the information so that they can order a ride right away as they are getting the information. This
will stall the riders from moving to book rides from other app.

BUYING NOW RIDERS

This section deals with ready riders who Patronises uber and the marketing as to ensure that they are
repeat customers. Measures that track the travel or ride trip should be put in place so that when they go
on a trip, the return trip should attract an incentive in terms of pricing.

Frequent riders on the uber app can be giving badges to exclusive clubs where they get freebies at a

particular period of time

DREAM BUYER ANALYSIS FOR UBER

This analysis deals with the ten points to consider for the dream buyer as conducted using real life
survey

1. Biggest hope and dream

a. For every uber rider, the biggest hope and dream is to get a clean ride that arrives on time for
pick up
b. Quality of the ride service to be rendered-clean car, respectful driver.
c. Security of the rider's life. Uber as put in place a section on the app where you can share
information of your ride with friends and family.

2. Pain and fear

a. Inconsistent ride details as against what is on the app. This brings fear to the rider.
b. Rude driver and unethical behavior from the driver
c. Fear of outrageous fare for the trip

3. Barriers and uncertainties

a. High cost of ride fare
b. Delayed pick up time
c. Traffic delays

4. Where does the dream buyer congregate

a. Shopping mall, beach, fun centers
b. Event centers
c. Residential area (morning), business areas (evening)

5. Where does uber dream buyer get information

a. Google
b. Social media (Facebook, twitter, etc.)
c. Ad campaigns
 6. What is the biggest frustration and challenges
a. Delayed pickup
b. Improper use of payment options
c. Drivers pickup distance

7. What is the preferred form of communication

a. Socia media reach out
b. Text messages
c. Calls

8. What exact phrase, vernacular or language do they use

From the survey conducted, it's just the name of the service provider that is used in referring to the
business

9. What does a day in the life of our dream buyer look like

Most uber riders book a ride in the morning to their respective place of work and during
business hours, uber is used to meetup with appointments. At the close of business, it is used as
a means of transportation to fun spot before heading home

10. What makes them happy

a. Convenient ride
b. Quality service delivery
c. Less traffic
 PIRATE METRICS- AARRR FUNNEL FOR UBER

ACQUISATION ACTIVATION RETENTION REVENUE REFERAL

A. Facebook ad, A. Downloading A. First ride A. adding your Download the
Instagram and the app. This is concept card. This is to app and share
Twitter ad. Most the first step in After activation it monitise all the with a friend
Uber Rider use getting a rider to is essential that previous step. For earns some
this platform use the app. the rider booking a first reward point.
regularly and on a Information about completes a first ride, a discount is
daily basis. the customer is ride , this officially given and Sharing a
Directing uber ad gathered at this signify that the subsequently download link on
campaigns to this stage customer is on upon completion social media
section drives board. of a particular pages and
customers to look number of rides, activation using
at the uber app B. flash ad, text incentive can be the link also
and subsequently messages to book given to keep the attarcts points
lead to activation. a second ride is flow of riding with and rewards
essential to keep uber
B. Game ad and tv the customer
ad. Flash ads on
this platform gets C. Customer
users to use the feedback to know
uber app their experience
using the app and
riding with uber
stimulate staying
with uber
LEAD CAPTURE

I built my landing page website with wix.com. The site is so easy to use for developers with no
background in website designing.

Here is the link to check out my Acquistion page

https://akinolashina1.wixsite.com/shynauber

This section also deal with call to action which was optimized on my landing page. I made sure there was
no conflict in getting users to register and also proceed to ordering for a ride. It was further ensured that
the landing page was optimised using the KISS metrics-Keep it short and simple.
 HIGH VALUE CONTENT OFFER

I choose lead nurturing so as to get email address to capture my customer segment and the best place

to share my HVCO is on social media. I will be creating a campaign to my congregant on social media

with the hashtag ‘60% off your ride now’ with a highlight click here to redeem your code.

My funnel for HVCO will be;

Social media ------ email ---------- book the first ride

Mode of operation

The discount campaign will be dropped on Facebook, twitter and Instagram as an ad, once clicked, they

will be required to provide their email so as to receive a message containing the discount code.

As soon as the email is opened and the discount code received, they will be prompted to book a ride

with the code immediately within a specified period of time.

Below is the content of the email I created

Hi, my name is Shyna uber and I'm the CEO of Shyna UBER , it is great to see you downloaded the shyna
uber app but haven't made your first ride yet, so I wanted to reach out to you personally to see if there
is anything that my team can help you with.

I take every ride with shyna uber to heart and if I can help with anything at all, it would be my pleasure.

In the meantime, I'd like to offer you 60% off the first ride and help give you a comfortable ride to ease

off the stress of traffic.

Simply use my code SHYNAUBER1 to redeem your discount on your first ride

If you are all set and ready to ride, simply click here
 MINIMUM VIABLE TEST

This test was launched on Facebook by creating a post to ask for registration to my website, afterwards,
after capturing their emails, I sent an email marketing message where they can get their first free ride
when they register on the app.

REFLECTION FROM MINIMUM VIABLE TEST

A good number of people dropped their emails and I captured it and sent the email. I got responses via

phone calls asking me if I will be lunching this in real life because they are looking for rides that will
compete favorably with the existing ride platform and give them value for their money

I learnt that growth marketing using defined funnels help increase awareness and also increase revenue
or sales to a new or existing business.

Below is the screenshot from my landing page of users ready to ride with shyna uber
 CONCLUSION

I learnt that using defined funnels , growth marketing increases sale and revenue and also brings new
customers to the business. This program further enhanced my digital thinking and how to handle media
content pages to further enhance revenue. I will be looking forward to start my growth marketing
career