Qevla Project

CONSULTANCY PROJECT













Client: Qevla

Role: Digital Marketer

Skills and ProficiencyMarket Research, Graphics Design, Forecasting, Proof Reading and Editing, Marketing Strategy Development, Marketing Funnel Development.

Problem: As a budding start-up and a new entrant to a novel market, We intend to effectively reach out and market our business offerings primarily to passenger vehicle owners who belong to the middle and upper economic classes via online and social media channels for patronage. We would like the fellow (s) to work on a range of tasks to help us build out and standardize our digital toolkit of visual materials: They will create social media templates on Canva for Instagram, Facebook, LinkedIn, and Twitter for different types of posts such as information posts, product launch posts, holiday/promo posts, and member/partner appreciation posts (mirror sites e.g., Towr & Mecho). They will also help us draft a digital marketing roadmap, which will detail the strategies required to achieve our goal.

ProcessWe worked on a company consultancy project as an Innovate For Africa fellow during the Innovation Readiness Training with the goal of providing them with the perfect marketing strategy that will enable them to gain market penetration as an emerging startup.

Before I proceed into describing more about this project, let me first expound on what Qevla is all about.

About Qevla: Qevla is an auto-tech start-up in transport and traffic management poised to revolutionize vehicular mobility by connecting users to towing and roadside assistance service providers within the shortest time, at an affordable cost, and guaranteeing human and vehicular safety.

With the problem given to us by the company, we started by finding and looking into the following factors that would be beneficial to our project and research: 

  • The company's target market 
  • The business plan 
  • Different market segments 
  • Its Value Proposition 
  • The different buyer personas 
  • Its Positioning Proposition 
  • Its competitors

The company's target market: From our research, we discovered that Qevla has three different target markets that are in need of its services. which are: commercial vehicle drivers, private car owners, and tow truck drivers. Furthermore, we looked into the company's business model.

The business modelWe also discovered that Qevla has two different business models, which are the B2B and B2C business models. And as a company, their offers for this business model differ.

The different market segmentFrom the business model and from the different target markets, we were able to categorize the target markets into different market segments. 

We categorized the commercial vehicle drivers and private car owners as B2C because for this market segment, Qevla will be offering its end product, which is providing towing services. 

The tow truck drivers were classified as B2B because Qevla will provide them with the opportunity to connect with any of the B2C market segments that would require their services. Moving forward, we looked into their value proposition, which is;


Value proposition: Connecting towing and roadside assistance service providers to users via app/web technology.

Buyer personas: We also developed a fictional buyer persona for Qevla according to the different market segments available. Where we analyzed the behavior, interests, and pain points of these buyer personas.

Photos of the different buyer personas below


















Positioning statement
Based on the different market segments of Qevla, we meticulously drafted out suitable positioning statements that can help Qevla stay top-of-mind and easily remembered.

For commercial drivers, Qevla is the only brand among all the family of towing truck service providers that provides quick and affordable tow truck services because of our in-app easy scheduling and response.

For private car owners, Qevla is the only brand among all the family of towing truck service providers that provides safe, quick, and fast tow truck services because of our quick road navigation and in-app time scheduling and response.

For tow truck drivers, Qevla is the only brand among tow truck drivers that provides tow truck drivers with the platform to easily and quickly connect with clients in need of their services because of our booking and scheduling options in our app.

CompetitorsThen we looked at the different competitors of Qevla that are already operational, with the strongest being AA Rescue and ARC Nigeria, holding a large percentage of auto rescue.

Main Deliverable: With the above information and factors, we were able to develop a strong marketing strategy suitable for the business model of Qevla. We therefore worked on the marketing strategy using the SOSTAC method. A brief explanation of SOSTAC: The SOSTAC method is a model that can be used to develop a marketing strategy for different business models, where S = Situational analysis (where the company is at the moment), O = Objective (Where the company wants to be), S = Strategy (How the company will get there), T = Tactics (What channel do we use to get there and how?). A stands for action (who does what and when).C = Control (How do we measure our results?)

Company's Situational Analysis: The situational analysis talks about the current position of the company as regards growth, and we were able to discover the current situation of Qevla using the information we found.

The company's current situation: Qelva was founded in October, 2021, by Dare Bakare with the aim of connecting users and companies together. They have established their presence on four social media platforms, namely: Instagram, Facebook, LinkedIn, and Twitter. So far, their social media posts have not been consistent, and their visibility is not well established. The Qelva website and app are underway. The company is yet to gain traction both digitally and offline.

Consumer behavior: Qevla uses multiple low-priced services and timely delivery because users are very time-conscious as time, they say, is money. Users are reached through 6 types of outlets. We currently have access to three that are active, representing 50% of our brand awareness. We take advantage of our strong partnership with key tow truck service providers, discounts, referrals, etc., to assure widespread availability. Our customers find us through online local listings.
And then we looked at the company's external factors, which is the STEEPLE analysis, and then we conducted a SWOT analysis on the company. 


The Company's Objective: With the objectives given by the company, we were able to analyze them using the SMART Analysis, and we then turned the goals into a SMART digital marketing goal. 

One of the company's goals: From our inbound marketing efforts, we need to get 20,000 visitors, 5000 leads, and 500 customers within the next 3 months to achieve our goal. 

The smart goal: A total of 20,000 visitors should be recorded on our website through SEO, Google ads, social media marketing, and ads in a space of 7 months. 5000 leads should be generated using the lead generation method via ads, SEO, and social media marketing within the next 6 months, and these leads should be followed up and nurtured. A total of 500 customers should convert from the already generated leads in a time frame of 7 months.

Strategy: We proposed a strategy suitable to the company, and this included the development of a marketing funnel and a customer journey map. Pictures of the marketing funnel and customer journey map below












Picture of the customer journey map




















Picture of the sales funnel used



Also, we came up with a website restructuring strategy, which we classified under the acquisition strategy. Also, with that, we drafted a sketch of what the company's website should look like.

Sketch below





















Furthermore, we outlined pictorial samples of the social engagement strategy that should be used to maintain consistent engagement across all social media platforms. such as Instagram reels, Facebook ads, and carousel content. Also, we included a strategy that would help the company maintain a customer relationship with its customers via email. We also provided a pictorial sample of what their emails should look like.

Find the pictures of all of these below.

















Moving on to tactics
Tactics: Here we outlined in detail the different channels that would be used to reach, acquire, and retain customers. We also dived deep into the SEO strategies and how the company can be ranked on search engine result pages. Not leaving behind the different digital tools the company can use to accomplish their different goals, such as content creation, etc. On this page, we also developed a content strategy that is inclusive of a 30-day content calendar that the company can use to launch their very first organic social media marketing campaign. You can view the content content calendar here

 
Picture of the content marketing matrix.





















Here we outlined the different offices that are needed to work with the company so as to help them achieve their objectives.
Here we also came up with a marketing budget and forecast that would help the company know what their expenditure would look like and where it would be going to. You can view the financial budget with this link.
 

Control 
Of course, our strategy would have been incomplete without a control strategy that speaks of the KPIs and metrics. Therefore, we outlined and explained in detail the different KPIs and metrics that should be on the lookout for so as to keep track of the company's growth and accomplishments. Some of the KPIs to be measured are:

Website Traffic: The number of website visitors and opt-in rates should be measured every month, so as to keep track of the goal. number of debit cards distributed; number of blog posts published each week; number of shares; number of comments per post; and number of landing page visits220 visits per day to the landing page Blog Posts: 2 posts per month, 5 shares per week, with a 10% increase in post shares per month. To measure this, Facebook pixels and Google analytic tools should be integrated into the website.

Subscription rate: The number of email list subscribers should be measured every month so as to know if the SMART goal is being achieved or not.

Conversion rate: The number of sales closed from the website, email list, social media handles, and blog site should be tracked and measured so as to understand the conversion rate.


Finally, we gave our recommendations to Qevla on what should be done and on what not to exempt. Recommendations: 
It can be summarized that Qelva has good prospects of success in the Nigerian markets but needs to clearly demonstrate its advantages by doing the following:

  • Building trust via social media engagement and various campaigns
  • If this initial launch in Lagos proves successful, it may be possible to expand the reach to additional major locations depending on the results of geo-targeting and number of search requests analysis for various major cities.
  • If the budget poses a constraint, small niche influencers can be used or organic social media page management can be adopted for one month.
  • SEO Thoughts: 6 months is recommended, Qelva can allow up to 9 months to start effective results.
  • Social media campaigns should not be neglected, as they will go a long way towards projecting the company forward.
  • Email marketing is one important strategy that shouldn't be neglected in any way, as it will go a long way towards building a rapport between the company and its potential customers.
  • Retargeting campaigns should be duly followed as it will help the company not leave money on the table.
  • In everything, always show up every day and consistently.

To wrap it all up, we concluded by quoting the popular quote from the KB marketing agency, which says Ignoring online marketing is like opening a business but not telling anyone.
You can have a better overview of what we did by looking at our presentation slides.

Conclusions
Of course, I wouldn't drop my pen without saying thank you to you for reading this far. It was indeed a long summary of what we did for Qevla during the Innovation Readiness Training as a fellow of Innovate For Africa Fellowship. 
Outside of the entire expansions gained from the research and from the development of this strategy, I would say that I now see innovation from a different perspective and with a different eye. 
With this, innovation goes beyond developing ideas; it also entails carrying everyone who will be directly or indirectly involved along. I understand that innovation is a journey, and as I continue on this path, I will remain open to receiving new initiatives, as the customers and end users should be my primary focus, not the ideas themselves. 

Did you find this article interesting and inspiring? You can reach out to me with your idea or initiative and I will deploy my skills as a marketer to develop for you an efficient and effective strategy document suitable for what you are building.

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