Do you think you could learn a thing or two from the hottest app in South-East Asia at the moment?
Grab is a popular taxi hailing app covering the biggest countries in South-East Asia – countries such as Malaysia, Philippines, Thailand, Vietnam, Singapore and so on.
The team behind Grab app managed to grow a business with over 60000 drivers on its network in over 20 cities across 6 countries, totaling over 3 million app downloads and more than 500000 monthly active users. These impressive stats are enough to inspire you to dig deeper on how and why they managed to create this kind of success…
…especially taking into consideration the fact that Grab is in direct competition with much more well-funded companies such as Uber and EasyTaxi.
What is also mind-boggling is that less than half of Grab’s app installs have come from direct paid acquisition. They also do not run ads for driver acquisition.
How did they achieve massive success using counter-intuitive tactics and strategies in a market where the competitors seem to easily dominate?
Here are the most important lessons you can learn from their experience – and you can apply these lessons to your own career and growth as well…
Grab Success-Inspired Lesson #1 – Be More Responsible Than Your Competitors
The service you are hoping to get sometimes is not up to your expectations.
Most companies which facilitate services would rather not put up with the headaches of taking responsibility for the quality of your ride.
However, in a crowded market where quality is more important than anything else, this might just be the defining factor of your success.
That is exactly what Grab did. In case the ride of a customer is not satisfactory, the company itself is held responsible. This increases trust and loyalty between the customers and Grab because the company takes responsibility if the service is not up to par.
Normal people (and companies) usually look for the easy way out and just get the money as fast as possible. If you want to be more successful, take more responsibility for your service. The people you serve will greatly appreciate this even if they had a less than desirable experience.
Grab Success-Inspired Lesson #2 – Employ Guerilla Tactics
If you are struggling with a low-budget for marketing (as most startups are) but you still need to sign-up potential clients, what do you do?
Do you complain about how hard it is to get new business… or do you go out there and find them yourself?
If you want to grow, you would have to do anything in order to get the word out on your service. That is exactly what Grab did.
Because drivers are busy and often unreachable via email, you would have to find alternative ways to sign them up – preferably while they are driving around the city, right?
That is how Grab achieved their massive driver acquisition – by using “guerilla tactics”. They put up some booths at gas stations in order to attract drivers and sign them up. They hired people to go directly to them (where taxis usually wait for clients) and presented the advantages of signing up for Grab.
How can you use this idea to improve the growth of your company and your career? What unconventional methods can you deploy to gain an edge over your competitors?
Grab Success-Inspired Lesson #3 – Take Care Of Your Team
You would think that as long as clients are paying and you have a profit, you have nothing more to worry about.
However, Grab shows us that if you want to go “viral”, you need to care more about your team. Grab goes the extra mile when it comes to driver care, running many various driver-focused events which build trust and loyalty.
For example, they have a “Driver Day” carnival open to drivers and their friends, offer insurance for drivers and even additional education funds.
Sometimes, Grab even offers its drivers chair massages, medical tests, cute group pictures and even free delicious “makanan”
Thanks to Grab for sharing, and for being the kind of taxi hailing app company that gets its drivers chair massages, medical tests, cute group pictures, and plenty of free, delicious food.
Grab Success-Inspired Lesson #4 – Influence Word-of-mouth Marketing
We trust our friends, family and close acquaintances. Their opinions matter to us because we trust them. That is why it is crucial to focus on word-of-mouth marketing, whether you are in charge of growing your company or just want to take your career to the next level.
That is what Grab did as well. They understood that if they wanted rapid exposure and adoption they would need to offer excellent services and track that they are doing a great job as well.
That is why they made a priority out of tracking word-of-mouth and referrals. They send periodic surveys to their customers and do their best to ensure that their customers are having a fantastic experience.
If Grab sounds like a wonderful company to work for, you are right – they are one of the friendliest startups in South-East Asia. Are you interested in working in such an innovative and caring company? TribeHired can help you – click here to find out more!