LetsGo

Group members:
Bhushan KC
Neharika Chaudhary
Pratibha Pathak
Prithwi Kallyan Parajuli
Sayujya Shrestha
Shrinesh Poudel
Smita Dahal
Upagya Shrestha
Introduction

 LetsGo is an delivery and ride-hailing service.

 LetsGo will built a platform that will enable employment for thousands of drivers and a
product that millions of customers will use.
 We are planning to take our lets go platform internationally.
 Vision: Our vision is to Drive Nepal through innovation, grit and a commitment to out
serve.
 Mission: Our mission is to design services that are affordable for all the people
irrespective of their income levels and also create a trusted platform of services with
high standards on safety and information security.
Micro environment analysis of LetsGo

• The micro environment analysis includes those components that affects the company
and which is controllable by management. Competitors, Customers and intermediaries
are major elements of this analysis.

• Competitors
 When it comes to competition, Tootle, SarathiCab, Pathau are major threat to LetsGo.

• Customers
 Irrespective of age, people from teenagers to old people are the target market for this
business.

• Intermediaries
 It is an online taxi where people can enjoy the benefits it offers on just one click,
digitally.
Target market strategy of LetsGo

 LetsGo has developed one’s target marketing strategy on the basis of two aspects.

 Demographics
 which includes age, gender, income and occupation.
 It offers its services to customers irrespective of their age and gender. Both male
and female and from teenagers to old people and middle to high income people
 Students, working adults, unemployed retirees are the target market for grab.

 Geographic
 LetsGo intends to capture their primary and secondary target audience covering
all areas with a minimum waiting time of four minutes.
Market and product development

 LetsGo have two target market:

i. Primary target market
 Age: 25-50 years old
 Gender: Male and female
 Income: middle-moderate high income
 Occupation: self-employed, working adults, unemployed, retirees.
 Psychographic: self-actualizer, innovators, esteem seekers, strivers.
ii. Secondary target market:
 Age: 18-24 years old
 Gender: male and female
 Income: low-middle income
 Occupation: students, part-timers and working adults
 Psychographic: adventurer, contended, conformers, extrovert, sociable.
 Product development:
i. LetsGo plans to improve their transportation service, where customers will
be able to mix and match different transport option based on their travel
preferences and budget.

ii. Expanding the use of LetsGo as a mobile wallet beyond transport, which
increases convenience for the customers.
 Business and revenue model strategy
i. Business model:
ii. Revenue model:
 Drivers deposit credits into an account with LetsGo, and the corresponding
amount is deducted for every booking they complete.

 Each time it enters new market, company buys smartphones for drivers
allowing drivers to pay daily installments for the phone, therefore the
company makes money by taking cut of the booking.
Positioning and differentiation strategy

 LetsGo is positioned to be convenient and affordable.

 Differentiation strategies:
ii. Providing quality customer service:
 -With a core philosophy of providing “speed, safety and certainty” to all its
customers, LetsGo ensures that the passenger rides in comfort.
 -The driver’s details as well as the pre-determined fare are made available to
the passenger to ensure complete transparency.
ii. Tapping into a large customer base:
 -A foothold in six Southeast Asian countries: Singapore, Malaysia, Philippines,
Thailand, Vietnam and Indonesia; LetsGo has an advantage over its
competitors by being able to tap into its large pool of customers.
iii. Catering to individual customer needs
 Luxurious passengers can opt to travel in a highline cars with the LetsGo+ Premium
4-seater option, while those who wish to bring along their whole family can choose
the LetsGo 13-seater option. The budget-conscious passenger can choose the LetsGo
Economy 4-seater option.

iv. Understanding the market

 -LetsGo is only focused on Southeast Asia, so it can concentrate all its funds and
efforts on the region.
 -It partnered with Air Asia by putting the GrabTaxi brand on the meal tray.
 -It has also established a US $100million R&D center in Singapore to improve its
services and outreach.
Customer engagement and social
media strategy
Multichannel distribution strategy

 futuristic
Online communication mix

i. Direct marketing:
 It uses direct marketing to sell the service through the mobile application
platform to the customers rather than a third party.
 It has helped in building relationships with customers by having a direct point
of contact through phone numbers email.
ii. Advertising:
 Use various social media to promote itself such as ads on YouTube, Facebook.
Organizational capabilities and
governance
 Motivating employees
 Managing resources
 Gaining competitive advantage
 Customer satisfaction