Snap on the road to prosperity – Ecomotive

Zhubin is interestedVice Chairman of the Board of Directors Snap, is a civil engineering expert and MBA master from France. Work in the company xerox has started and during his 20 years of experience in this company, he has also tasted the taste of the CEO of this company. After joining the company turquoise To the Xerox shareholders and facing the problems caused by the sanctions, looking for new ways Fundraising It was foreign that with the plan Startup Snape met.

Now that five months have passed since his appointment as the vice-chairman of Snap’s board of directors, he has many words to listen to, some of which he expressed during a conversation at Sharif University of Technology. This conversation is carried out by the Ecomotive team and is available to you dear ones.

ASay on snap.

Snap is a platform with two types of customers. The first group are passengers and the second group are drivers. Snap’s main goal as a platform business is to balance the satisfaction of both parties, such as offering a price that is acceptable to both parties. In Snap company, there is a special department to attract each of the categories.

The sales department is responsible for recruiting drivers. We used to have offices to attract drivers, but because of the many referrals, we decided to use a foreign experience and by using Promoters who were stationed in different parts of the city, we tried to attract drivers. The problem with this method was that people log into the system without conducting sufficient checks, so now these promoters, after the initial registration, guide the drivers to the recruitment offices, where they complete the registration and submit the necessary documents.

According to the agreement reached with the local police, the qualifications of these people will be checked and notified to us within 48 hours. Attracting passengers takes place in the marketing department. two parts Marketing Offline and digital operate separately. Digital marketing is carried out through the contracts we have with advertising companies.

Clicking, downloading, registering and first use are the stages of successful advertising, for which we have defined indicators. The figures paid to advertising companies are based on the evaluation of the success rate of advertising based on these criteria. We use billboards and local ads for offline marketing. We also advertised in different cities through sponsorship, for example Isfahan Sepahan Club Is. In addition to these things, we have also experienced a campaign and cooperation with influencers.

Pricing trips Snap to what Does it happen somehow?

13 percent The cost of each trip is paid to Snap as a commission. We price each trip using complex algorithms based on supply and demand. During peak hours when there is a high demand for Snap, we raise the price so that more drivers are willing to provide the service. At times when travel demand is low, we encourage people to use SNAP by lowering the price.

We have defined special behaviors for special days such as when we are faced with snow or traffic plan. For example, we will reduce the price of trips entering the traffic plan so that more drivers will enter the plan and in this way the supply will be provided for passengers who want to leave the scope of the plan. Of course, these people pay relatively more to exit the plan.

Typically 85% of travel requests are answered. On snowy days, this value decreases to 50%. In order for more supply to happen, we raise the prices to create the necessary attraction for drivers, as with an almost 30% price increase, we were able to increase the 50% of successful requests to around 75%. However, most of these decisions are made with the help of human power and we have not used much technology.

It is saidSometimes you pay more than the travel cost to the drivers.

It is not possible to give subsidies on all trips, only in special conditions such as snowy days, we provide subsidies to drivers.

After expanding and andriver bWhat challenges did you face in other cities?

One of the basic components that investors pay attention to Scalability is one of Snap’s distinctive features and we decided to expand from the first day. When our business was consolidated in Tehran and we got the necessary financial power to expand, we went to Karaj as the first step and within 47 days, the first SNAP trip reached its destination in Karaj. We have gained good experience in this field, as we were able to start our activity in 6 new cities within 2 months.

How about a taxi and a driver the vineHave you interacted?

The emergence of digital businesses was accompanied by challenges for traditional businesses. According to the trade unions law, internet businesses must be subject to this law and must be members of one of the unions. Due to the fact that the internet business union is formed nationally, if we have the license of this union, we are allowed to operate throughout the country without the need for any other license.

However, in another law related to transportation, it is stated that the discussion of transportation services should take place under the supervision of the municipality and its management and supervision is assigned to the taxi organization. This conflict has caused many problems, one of which is the damage caused to the Snap office in Kerman.

The purpose of Snap Chis?

SNAP’s mission is to create solutions for easy access of people to city services. In this regard, we have created a series of businesses together. Zodfood, Pin Ta Pin, Bamilo, Scano, Samaneh Khabari Hit, Snap, and Snapbox are the subsets of Iran Internet Group. These have belonged to the same collection since the beginning. In the meantime, Fast Food and Pin Ta Pin brands have been changed to Snap Food and Snap Trip, which is not the merger of a new company in this group, but just a rebranding.

Zodfood, Pin Ta Pin, Bamilo, Scano, Samaneh Khabari Hit, Snap, and Snapbox are the subsets of Iran Internet Group.

Each of these ventures is managed independently and all of them are interested in using the Snap name, but we are not willing to pay for them easily. First, they reach an acceptable level of quality, then we trust them to use the Snap name.

What percentage of income and capital?EsNap spent on advertising?

Above 70 percent Snap’s expenses are related to attracting drivers and passengers, which is considered our advertising and marketing.

About Snapbox and RaqqaDo you have any comments?

We Within 4 weeks We reached the number of services that our competitor had. The main reason for this growth was Snap’s brand reputation among people. The fact that Snapbox was placed in a software alongside Snap was also influential in its expansion.

To provide securityArbaran What actions have you taken?

Currently, people’s bad background is reported to us within 48 hours, and our policy is that the people in SNAP do not have any bad background. The discussion of replacing a fixed number instead of the mobile number of the driver and the customer is also being implemented and has been implemented in Mashhad on a trial basis.

in KhasuCan you explain the problem of simultaneous installation of Snap and Tapsi as well as Waze?

Anyone who has installed TPS cannot install Snap. The reason for this is the expectations we have from the Snap driver and the branding that we want to happen in the driver’s car, while we cannot use this branding capacity by providing another service at the same time. This issue has been investigated by the Competition Council and no objection has been made to it.

Regarding Waze, filtering was done by the judiciary, but after Google bought Waze and placed it on Google services, it was practically impossible to filter Waze without Google filtering, so taxi services were asked to limit the use of Waze.

What to do to keep contactsMdo you have

The most important thing we do is check a series of indicators. The growth percentage of trips, the number of new and returning users and the number of people who are no longer our users are among these indicators. Snap had 100 employees last year, and today this number has increased to 900 people it is arrived. Part of this growth is related to the public relations part, which we consider a strong public relations to be necessary to maintain contacts.

Snap had 100 employees last year, and today this number has reached 900.

Seeking to attract funds grandfatherare you yodi

We have not entered the stock market yet, but if the private sector is interested in investing in the Snap collection, there is a field for it. It is important for us that the investor’s long-term vision is aligned with our horizons. Minimum amount to invest in SNAP 5 million dollars Is.

As a hair businessFaq What advice do you have for startups?

The first discussion Good manpower Is. At the beginning, we had Taxi Finder, which failed badly and after a few months of operation, it finally had 400 daily trips. The taxi finder software was imported directly from abroad and had many technical and cultural problems that did not work in Iran.

We decided to ditch Taxi Finder entirely and start from scratch using Snap’s in-house elite. Currently, we have 900 employees with an average age of 26 years, which is a very difficult task to manage because they are looking for their intelligence and creativity more than interest in making money.

The second discussion The right choice of shareholders Is. Just providing money is not important and from whom we get money is very important. One third of our capital was provided by Irancell, one third by MTN and another third by German investors. MTN has had the experience of working in the startup space and therefore the type of investment on Startup understands

The third discussion Use of women As 50% of the workforce, it is usually ignored by many companies. 60% of Snap’s 900 employees are women.

The fourth argument is to know When should we reinvent the wheel?When we should not and when we should throw it away. Uber was the first company that started this business and we had to decide what similarities and differences we should have with Uber. We reinvented the wheel by starting Snap software development from scratch.

We were able to attract people from other countries who had relevant experience through the relationships that our investors had, such as we brought people from Ola Cabs, which is active in India and has nearly one and a half million daily trips, to Iran. Our young workforce should use the experience of these people.

Download pdf of the article