The Key Understanding After Primary Research

The key understanding after primary research is that “safety” is the major concern of the customer. The fact that they have to travel with a stranger in a cab / car discourages them from sharing a ride. But when the customers find that the ride sharing has been arranged by a well-established company, the hesitation decreases and they automatically assume credibility and safety. So the primary takeaway from this observation is to drive the ride share using Ola’s brand image.
We suggest the following ideas to address the above discussed issue.
Ola will have to run a background check before issuing a certificate / sticker to participating cars and drivers. Every car that participates in ride sharing needs to have a visible sign like a sticker on the windshield. This sticker is the first step for the customer to know that there is some sort of background check done by Ola on this particular car owner.
The mobile app / social site also update the ratings of all the members who participate in ride share. The ratings of both parties are done by each other after the ride. This will help Ola black list people based on the rating and help them work on improving it.
Once a member registers on the app / social site, they have the option of submitting their card details or pay in advance in ‘Ola account’. Once the customer uses the service the money automatically gets debited from their account and is credited to the service provider’s account. This addresses the issue of getting mugged for the money carried.
The Ola app and social website will be the key in the success of this plan. The other major ideas include
1. Positioning the concept as ‘For a Greener Planet’. This will encourage the environmentally aware people to try the idea.
2. People belonging to the same office can form groups and share the drive accordingly. This will solve the problem of sharing a ride with strangers and also solves logistical issues easily. Ola will just act as facilitator through the app