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Marketing Challenge
Welcome to our
challenge
On the next pages, we have set up some tasks that we’d like you to
complete and present to us. Please plan no more than 6 hours to
finalise the challenge including presentation. For the presentation itself,
please prepare for a max. 25 minutes presentation and prepare for
max. 20 minutes discussion afterwards. We’re looking forward to the
presentation.
Rediscover the city with unu
This is A quick visit to the nearby lake after work, going to your favorite café with
unu friends, or visiting the latest exhibition – cities have always offered a great
deal of potential to be experienced. Metropolises
like Paris, Berlin, New York or Shanghai are regarded as the cradle of culture
and innovation.
But in the midst of overcrowded megacities, it is becoming
increasingly difficult to experience these advantages quickly, easily and
cheaply. Poor mobility solutions and urban infrastructures are
reaching their limits. That’s why light drivables like e-scooters, rather than
electric cars, are a solution for more relaxed driving. We want to give people
full access to all the possibilities the city has to offer and enable them to enjoy
the great potential of urban life.
Our mission: to create perfect mobility solutions that are fast, affordable,
clean and always available
everywhere.
Designed in Berlin. Home in all cities.
The unu Scooter The unu Scooter is a category defining product with design and user
experience at its core. Designed and ground up by unu to resemble one
composite whole, the unu Scooter is a pure technology product that can be
updated and upgraded over the air.
We have sweated each aspect of the design, feature and functionality to
deliver a delightful experience for the users. From the key card that opens the
scooter to the lights coming alive when being turned on, to the motor
integrated into the back wheel, the unu Scooter is designed to fit two riders to
unleash urbanity. The huge storage space fits 2 helmets and more. Even more,
two battery slots enable a total range of 100 kilometers.
The aesthetics and design of the scooter speaks volumes by itself.
The consistent fusion of hardware and software in the new unu Scooter opens
up new possibilities for unu users. Drivers have the option to use a number of
additional new features with the free unu App and continuous over the air
updates.
Goals 2023
In your role, you will have a substantial impact on our primary marketing goals:
Increasing brand awareness, website traffic, test rides, and a more data-driven marketing
approach.
We need you to support the Commercial Team in a more data-driven setup, better KPI
tracking, and innovative ideas to scale up.
You will help us analyze the growth funnel and identify new possibilities for acquisition
and activation. Also, you collaborate closely with the Performance Manager to play a
significant role in customer retention and up-selling (selling existing customers additional
products or services).
We want to be a relevant player in the e-scooter market who is not just convincing people
to buy our products because we are affordable and the design is unique, modern but also
timeless, but also because we provide them with all relevant information about us as a
brand and e-mobility in urban cities.
WHAT WE ARE LOOKING FOR
The goal of this challenge lies in 3 different levels
1. The challenge should help us learn how to tackle challenges - it’s not about providing a polished end result. We want to know how you
would approach and solve problems and understand your solution process.
2. Your understanding of a growth funnel
3. Your capacity to think strategically about acquisition and activation for B2B and B2C Clients
What you need
● Please focus on the Ideation phase, guiding us through your process and providing insights based on a well-reasoned scenario.
● Don’t focus on high-fidelity execution - we are not evaluating your crafting skills in this challenge but rather your direction of thinking.
● We are looking for a solution to address our existing and new audiences.
● You can use whatever tool you feel more comfortable with: Slides, Figma, Miro, PowerPoint, etc.
We will base our evaluation on the following
● How would you extend and use the growth funnel
● Your capacity to identify problems, ideate solutions, and create a strategy
● Your ability to use data and communicate your findings in an easy-to-understand way
PART 1
Growth Funnel - Subscription
You will search for growth options outside the status quo and develop new, scalable business concepts based on your ideas. This may include new
marketing and sales channel exploration, unique communication, and product launches.
One new offer we have since end of last year is our subscription offer, currently only available in Germany.
Please create a strategy how we can increase the follower and the engagement rate for this offer.
1. Analyze the current market position of the e-scooter industry and subscription offer in Germany and identify the largest opportunities for
growth.
2. Research and evaluate the feasibility of launching a subscription-based e-scooter service in other countries.
3. Develop a marketing plan for launching the service internationally (Austria, France, Netherlands, Belgium), including a pricing strategie, and
promotional tactics.
4. Identify and track KPIs related to the performance of the service.
5. Analyze the competitive landscape to determine how to differentiate the service and create sustainable competitive advantages.
Please dont use more than 500 words or 4 slide.
PART 2
Data
We want to know how you would use data to identify new opportunities to increase the activation and retention of our customers.
Please submit a short (max 250 words) report detailing how you would use data to identify opportunities to increase the activation and retention of
our customers.
Please include examples and data sources you would use and explain why they are essential. We know you dont know about unus data points.
Therefore its ok to make assumptions.
Please don't use more than 300 words or two slides.
PART 3
B2B
Check out our Linkedin Channel and our Business Page.
We are currently focusing on the needs of End to End Customers. But what could we do to be more attractive for:
● Business Partner (Scooter for employees, Fleet Management, etc.)
● New Potential Employees
● Companies who want to partner with us (Lease a bike, finance a bike, etc.)
Can you pitch some ideas on how to reach out to these Leads and how we should raise that?
If you have an idea outside this target group, please go ahead. We need to develop new scalable ideas. So every opinion is welcome.
This task is about ideas, not about strategy. So please, don't use more than 200 words or one slide.
Good Luck
