Steer partnered with NoGood to introduce a new way for car shoppers to procure a vehicle — through subscription. The launch was focused to the metro-DC area, and the initial learnings served as a blueprint for market expansion.
600%
Traffic
320%
Conversion Rate
37%
MoM Growth
The NoGood team is fast, savvy, and truly ahead of the curve
The growth squad model helped us stay agile yet laser-focused in achieving key metrics and growth objectives. NoGood is quick and consistent in delivering top and middle funnel growth.
Sonya Harbaugh
CEO & Co-Founder
Who is Steer?
Steer is an electric car monthly subscription service that offers drivers an alternative to buying or leasing.
A Steer membership includes insurance, maintenance, roadside assistance, and the ability to swap between various models from brands like Tesla, Porsche, Audi, and more.
Objectives
The goal was to successfully launch Steer in Washington, DC and reach a six-figure MRR by month 6.Challenges
Just like owning or leasing a car, a Steer subscription is a capital intensive purchase.
Car subscriptions are a new category, so consumers require some education to fully understand the value and benefits.
Steer offers three unique plans, each at its own price point, attracting different audiences.
Applicants must be approved based on past driving record and credit score to access the subscription.
Squad
Mark Arpaia
Performance media and growth strategist
Claudia Yuan
Creative Growth Designer
Queenie Leung
Sr. Growth Strategist with 10+ years of experience in venture & start-ups
Dan Mills
Vice President of Client Growth
Mostafa Elbermawy
Growth Lead with 13 years of experience in scaling SaaS & Marketplace startups
Services Provided
Services Provided by NoGood:
- Idea validation and discovery
- Growth financial model
- Landing page building
- Rapid product/MVP prototyping
- Market and competition research
- Persona and UX analysis
- Full funnel analytics and journey tracking
Media Management for:
- Facebook and Instagram Ads
- Podcasts and Spotify Ads
- Google and Bing Ads
- Content Partnerships
- Influencer Marketing
- Influencer Marketing
- SEO
Challenges
-
Just like owning or leasing a car, a Steer subscription is a capital intensive purchase.
-
Car subscriptions are a new category, so consumers require some education to fully understand the value and benefits.
-
Steer offers three unique plans, each at its own price point, attracting different audiences.
-
Applicants must be approved based on past driving record and credit score to access the subscription.
Results
NoGood achieved Steer’s six-figure MRR goal two months ahead of schedule.
Through rapid full-funnel experimentation and narrowing acquisition targeting, we were able to scale up an efficient growth marketing process and maintain a healthy LTV/CAC ratio during various stages of growth.
Additionally, our content marketing strategy increased Steer organic traffic by over 600% through strategic keyword targeting and SEO, setting them up for continued, sustainable growth.
37%
Website
Conversion Rate
Conversion Rate
56%
referral and Organic
Conversion Rate
Conversion Rate
How Steer Grew 3X in 6 Month with CEO, Sonya Harbaugh
Sign Up Flow Completion (Aug’19 – Dec’19)
