If you are really good in developing combined hard– and software that makes car sharing a piece of cake, go-to-market strategies might not be your strongest asset.
ITmobile won a pitch to make sharing a fleet of three thousand cars possible. Bohemia Amsterdam was asked to support the go-to-market and develop strategy, product name, and a smooth product launch.
Changes are easy like eating pineapple cake if it’s served warm and sweet. Meaning: Do not delay and make it feel like it has always been around.
Marco de Boer
To develop a smooth go-to-market you finetune the proposition to what really benefits the target group. That’s the key story that you put in the spotlight. A single positive message restrains unwanted objections. Mentioning more benefits will give people more reason to disagree. Cruel but true.
Step by Step Stop motion
We named the product TANC. Though spelled differently it’s a word that’s quite common. Everybody has an idea how solid it must feel to drive a tank. This TANC stands for Transparent Automated Network Car.
TANC enables organizations like the Army to optimize the size and efficiency of the car fleet. Advanced reservation software, stable vehicle registration, and unlocking hardware enable access to the car fleet to users for defined periods of time.
This in-house made stopmotion animation explains step by step how TANC works. “It’s as easy as 1, 2, 3. Check in, Drive, Park.”
We’ve used the famous 3D origami car by Hosho Uchiyama. Since there was no existing step-by-step manual on how to create the origami car, our creative team had to reverse engineer the model by trial and error. We believe sharing is growth, so in order to help future origami addicts we posted the How to fold the Hosho Uchiyama car manual online.