Sheba Rideshare Marketing Plan: Women-Only Service Strategy

Introduction to Sheba and Its Target Market

Sheba is an Australian rideshare company that is for and by women. It offers its services to women passengers, driven by women drivers, so that both can feel safe and secure. The company's key customers are women drivers and women passengers — whether single women or mothers traveling with children. The target market of this report is women drivers, because they will serve as the backbone of the company's growth. Sheba is positioned to grow because it offers a safe, secure, and comfortable rideshare experience designed specifically for women.

Positioning Statement

Target Market: Women — professional and non-professional; married and unmarried; with and without children; ages 21 and older (for drivers).

Positioning Statement: Sheba provides women aged 21 and older with an opportunity to drive for a company that caters solely to them and their needs. Women drivers will pick up and drop off mothers on the go, single women, and women who want to feel safe and comfortable knowing they are in good hands when they take a rideshare. It is Sheba's goal to provide all women with a safe and affordable option in the rideshare economy. Sheba is a unique ride service like no other — for and by women — that focuses on getting passengers there safely and without worry.

Marketing Strategy Overview

The extended marketing mix consists of a combination of elements that a firm uses to enhance its ability to appeal to its target market, meet that target's needs, and ensure the fulfillment of that target's expectations. Every element of the extended marketing mix is related to the others. Those elements are: (1) Product — the good or service offered to the consumer; (2) Price — the cost to the consumer; (3) Place — where the consumer obtains the product; (4) Promotion — the manner in which the consumer is targeted and persuaded to purchase; (5) People — the individuals involved in the transaction; (6) Process — the methods used to deliver the product; and (7) Physical — the environment experienced by the consumer throughout the process. The three extended marketing mix elements covered in this marketing plan are Promotion, Place, and Product.

As Johnson (2014) notes, "effective marketing depends on building and maintaining relationships" (p. 251). With this in mind, it should be considered that the target market is one that is connected to the Web — tech-savvy and able to use a mobile device, app, and GPS technology to get other women passengers where they need to be. Reaching this type of target is therefore best supported by the same technology the target already uses: the Web. Social media and word-of-mouth are effective ways to encourage organic responses to Sheba, which is the ideal approach for a company entering the market. Traditional advertising — such as daytime or morning television on local stations — may be used to reach mothers on the go. However, for the primary target market of women drivers, Sheba will rely on the Web to promote itself, establish its place, and showcase its product to potential drivers.

The Web connects all three of these elements, reinforcing each in relation to the others. Because the target market is niche and specialized, the marketing strategy should rely on the most organic methods of outreach — methods that can energize the marketing campaign and make women feel they are purposefully being sought out to be part of something meaningful. Social media helps generate and drive word-of-mouth, supporting a grassroots, local-level marketing strategy that will help Sheba reach its target market.

Promotion Strategy

Johnson (2014) describes the promotional process as "determining the user communities' wants and needs, developing the products and services in response, and encouraging users and potential users to take advantage of the products and services" (p. 251). In order for Sheba to effectively promote itself to its target market, it must first consider the wants and needs of that target. What does Sheba offer to potential women drivers who are 21 years of age and older?

Sheba can begin by listing all of the company's incentives on its website and through social media posts. This will generate interest among women who are looking for a job that allows them to exercise independence, essentially be their own boss, and contribute positively to their community by helping other women. Clearly identifying the perks of the job alongside available incentives creates a "lure and hook" approach that encourages the target market to respond favorably. Women can then easily share this information with others they know, creating a snowball effect through which word-of-mouth spreads the company's offerings to an even wider audience.

According to Perrin (2015), 68% of all women use social media. Correa, Hinsley, and De Zuniga (2010) further demonstrate in their study of social media users that social media is an effective way to attract individuals who are open to new experiences. Since Sheba represents a genuinely new experience for women, social media is the most appropriate channel through which to promote the company to its target market.

Conclusion and Performance Metrics

This report has provided a brief overview of the rideshare industry and Sheba's place within it. Sheba faces competition from companies such as Uber and Lyft, but sets itself apart by being a rideshare service exclusively for women by women — connecting women riders with women drivers so that both can feel safe and secure. By identifying a clear market need for safety among women who require rides, Sheba is well positioned to meet that need.

Sheba targets female drivers first and foremost because they are the ones who will provide the service and must therefore be secured before the company can scale. These women will be independent, tech-savvy, and over 21 years of age. Sheba acknowledges that some applicants may require assistance with the enrollment process and remains available by phone to provide support. The company should position itself across social media platforms to promote its brand, showcase its product, and offer an accessible online "place" where the process can be completed.

Sheba's key marketing objectives will be achieved through its promotion, place, and product strategies, which together create a user-friendly experience for all women involved. The performance of this strategy can be measured by monitoring: the number of app downloads, the number of drivers enrolled, the number of completed rides, and both consumer and driver satisfaction (women will be able to submit surveys or comments to the company at any time). Each of these metrics is important for gauging the company's growth. The effectiveness of the promotion strategy will be measured by social media "likes" and "shares." The success of the product strategy will be assessed by the number of app downloads. The performance of the place strategy will be evaluated by the number of driver enrollments.

References

Bernhardt, J. M., Mays, D., and Hall, A. K. (2012). Social marketing at the right place and right time with new media. Journal of Social Marketing, 2(2), pp. 130–137.

Correa, T., Hinsley, A. W., and De Zuniga, H. G. (2010). Who interacts on the Web? The intersection of users' personality and social media use. Computers in Human Behavior, 26(2), pp. 247–253.

Downes, L. and Mui, C. (1998). Unleashing the killer app: Digital strategies for market dominance. Harvard Business School Press.

Johnson, P. (2014). Fundamentals of collection development and management. American Library Association.

Perrin, A. (2015). Social media usage. Pew Research Center.