Taxi TV
Taxi TV is an in-ride entertainment system built for passengers to enjoy top quality, premium video content while riding in ride-sharing cars such as Uber and Taxify cars.
Taxi TV is faced with the classic ‘Chicken and Egg‘ problem every early stage marketplace startup faces; trying to attract premium content providers to the platform while simultaneously trying to attract enough driver partners to make the platform attractive to the content providers.
With the boom of ride-sharing apps in the Lagos market, Taxi TV is uniquely positioned to be a leader in the in-ride, ride share entertainment space as it is a first mover in the space. However, as of 2016 being really early, Taxi TV is having a hard time attracting corporate content providers and institutional capital.
After several strategy sessions with the CEO, we decided that to solve the chicken and egg problem, we need to prioritize one side of the problem first, which would be to prioritize acquiring high mileage drivers and boost user engagement with the system without the nationally syndicated content.
I tested a hypothesis I had that our original adopters were just as likely to engage with content created by independent creators such as comedians and influencers on Instagram, YouTube, Twitter etc.
Interviews and focus groups with 75 likely users showed that they all overwhelmingly wanted comedic content from said independent content creators on our systems. Girded with this data, we were able to negotiate our first partnership with independent media company Kraks TV.
After 2 months of deployment, the data showed an overwhelming level of engagement with the system from advertiser friendly demographics. I spearhearded the advertiser acquisition campaign and we netted 5 high volume advertisers, among others, within the first month of the campaign.