Post on 15-Apr-2017
The story
BlaBlaCar was born one Christmas, when founder
Frédéric Mazzella, a student at Stanford, wanted to get
home to his family in the French countryside. He had no
car. The trains were full. The roads, too, were full of
people driving home, alone in their car. It occurred to
him that he should try and find one of the drivers going
his way and offer to share petrol costs in exchange for
use of an empty seat.
Fred imagined a new transport network built on people,
that could bring efficiency to road transport, solve
congestion problems, make travel affordable and social.
With a background in scientific research (he studied
physics and later worked at NASA) he saw the full
potential of a peer-to-peer transport network, and the
huge environmental and economic benefits of enabling a
more efficient use of existing resources.
Our community
1/3 of the
users are
-
students
between
18-25
29%of the community are
drivers offering rides
1%of
members
are Bla
The service attracts
everybody
Almost equal
proportion
BlaBla Index
of our members
The community
1/3 of the
users are
-
young
actives
25-35)
1/3 are
above
-
35
years
old
86%of
members
are BlaBla
13%of
members
are
BlaBlaBla
54%men
46%women
Why do people rideshare?
Flexible schedules, direct connections
Meet people, travel with locals
Convenience
Social
Cheaper for both passengers & drivers
Affordability
More efficient use of resources
Sustainability
AwareCollaborative
Economy
92%
High awareness in Spain!
AwareKnow
BlaBlaCar
89%
Source: IAB, Estudio Anual de Ecommerce
Source: internal, BlaBlaCar
Marketing depends on market maturity
Education Growth Scale Maturity?
Some day
• Get first matches
• Focus on main routes
• Get to a decent velocity
level by growing the
member base fast
• LTV & CAC comparison
not yet very relevant
• Focus on educational
messages + channels
• LTV & CAC comparison
drives decisions
• Scale service beyond
main routes
• Focus on activation of
members
• Focus on contextual
messages + channels
• Lower the CAC as
much as possible
• Focus on incremental
marketing
• Improve the product to
increase
matching & fill up rate
• Marketing messages
can be +
mainstream
Evolving marketing channels
2012 2013 2014 2015
ONLINE ONLY
URBAN
METRO & BUS
STOPS
TV 1.0 TV 2.0
& YOUTUBE
+ + +
2014: TV 1.0
https://www.youtube.com/watch?v=qithLm4E9iE&feature=youtu.be
2016: Older audiences
https://www.youtube.com/watch?v=lBGLMVPyuRI
2016: Reactive campaigns
https://www.youtube.com/watch?v=QcIROtB6x6Q
2016: Reactive campaigns
https://www.youtube.com/watch?v=OZ3z0Ku7xN8&feature=youtu.be
Percentage of respondents who ranked 4 or 5 out of 5 their level of trust in...
Study based on 18 289 respondents in 11 countries
Percentage of respondents who ranked 4 or 5 out of 5 their level of trust in...
Study based on 18 289 respondents in 11 countries
Study based on 18 289 respondents in 11 countries
Percentage of respondents who ranked 4 or 5 out of 5 their level of trust in...
https://www.youtube.com/watch?feature=share&v=nvYJ8G2T4XA