Scooto is an on-demand delivery and ride-hailing app that leverages existing scooters and toktoks in emerging markets. Scooto was part of a cohort of market experiments for a New York City investment fund.
Scooto Case Study
783
Rides Completed
371
Survey Completed
405
Users
Objectives
Provide quantitative and qualitative analysis to understand the market opportunity and challenges as well as validate the new category/product at both ends of the marketplace in order to dominate market share against Uber, Careem, Halan, Pathao and othersSquad Deliverables
Qualitative
- Riders surveys (pre and post rides)
- Captains (drivers) interviews
- Prospective riders interviews
Quantitative
- Ads and landing page experiment
- Offer and pricing by cohorts
- Persona analysis
- Messaging and positioning experiments
Market research
- Demand Analysis
- Competitive Analysis
- Interviews with competition’s user base
Results (Experiment metrics)
783 rides completed in 1 week
45 captains
405 users
381 survey completions