Transforming Ridesharing: Cody Roberto's Journey with uRide in New Brunswick.
Company profile
Company business details
Motivation to build the product
The founders were motivated to start uRide due to the high rates of impaired driving and the lack of reliable transportation options in smaller communities. This problem became particularly apparent after a personal experience led them to realize that traditional rideshare services were not adequately addressing these needs.Problem that their product solves
uRide addresses the issue of impaired driving and lack of safe transportation options for residents in smaller communities. The end users are local individuals seeking affordable and accessible transportation, which is essential for ensuring their safety and well-being, particularly during situations where they might otherwise drive under the influence.Their unfair advantage
uRide differentiates itself by focusing not only on drivers' earnings but also on creating a community among drivers and passengers. By limiting the number of drivers and emphasizing driver retention and satisfaction, uRide fosters a better environment for both parties, reducing wait times and enhancing the overall service experience.Strategies
Pre-Launch (Product Development & MVP)
Navigating Regulatory Challenges
Before launching U Ride, Cody and his team worked for two years to navigate complex legislative hurdles that threatened the viability of their business. They engaged with government officials, including ministers and the premier, to advocate for changes that would benefit not only their company but the entire ride-sharing industry. They successfully eliminated an unnecessary insurance requirement for drivers, enabling U Ride to launch smoothly in the Fredericton area.
Community Engagement through Social Media
Cody Ruberto utilized social media to build anticipation and awareness for U-Ride before its launch. He crafted a compelling Facebook post that detailed the problems faced by his community regarding transportation, particularly at night. This post resonated with many in Thunder Bay, leading to viral support. The engagement reached such a level that it caught the attention of local media, particularly CBC, which further amplified the visibility of U-Ride and significantly contributed to downloads once the service was launched.
Launch Stage
Community Engagement through Events
Cody and his team at U Ride organized driver parties and group chats to foster a sense of community among their drivers. These events help build relationships between drivers and make the driving experience more enjoyable. The events also serve as networking opportunities for drivers to share experiences and work together in a supportive environment. This strategy was particularly effective during the launch stage in Fredericton, where community support was essential to their growth.
Local Marketing and Promotions
U Ride implemented a promotional strategy of offering 50% off all rides in Moncton until December 30 as a way to increase customer uptake and awareness around their new launch. They spread this promotion through social media and direct communication with the public to ensure potential customers were aware of the offer, helping to quickly establish their presence in the new market.
Utilizing Local Press for Visibility
Cody recognized the power of local news and media coverage in scaling U-Ride's initial visibility. After launching, he successfully captured the attention of CBC with a news article that highlighted the urgent need for a ridesharing solution in Thunder Bay. This resulted in a spike of thousands of app downloads and customer orders in the days following the article's publication, solidifying U-Ride's presence in a market ripe for disruption.
