Offer users a choice of different subscriptions to cover the needs of different target groups. This not only increases the utilization of your vehicles, but also ensures greater customer satisfaction. Find out what you should pay attention to and how subscription groups can look in practice.
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Advantages of subscription groups for providers and customers
Offering different subscription options has advantages for providers and customers alike - a real win-win.
Advantages for providers
Diversification of customer groups served
Increased utilization
Stronger customer loyalty and customer satisfaction
Regular income from basic fees
Advantages for customers
Transparent tariffs and subscriptions
Attractive offers for every intensity of use
Quick subscription change possible
The right tariff is the gateway to your target group
As a sharing provider, you have to earn money by renting out your vehicles. This is only possible if your customers are willing to pay the prices you set.
The right pricing model for your target group is therefore based on three factors:
the market
your required Return on Investment (ROI)
your customer’s willingness to pay
Which elements make up your tariffs? →
The combination of vehicles and tariffs forms the offer that you make to a target group. On the MOQO platform, you create this as a subscription that users can sign up for. You can charge both a registration fee and a monthly basic fee. If your target group demands it, you can also integrate additional services in the form of insurance.
Addressing different target groups via subscription groups
Ideally, you should have identified not just one, but several target groups for your sharing offer. After all, this will help you to achieve adequate market coverage and thus cost-covering revenue.
However, different target groups also have different willingness to pay and different needs. You can cover this diversity by creating an attractive subscription for each target group as described above.
With the subscription groups feature, you can group selected subscriptions so that they appear together in an overview of your offers. New users choose one of the options when they register. Existing users can switch between subscriptions at any time.
Taken as a whole, the subscription models help you to appeal to different types of users, such as frequent and occasional riders, in equal measure. The greatest effect comes from the interplay between the individual subscriptions.
Good to know about the subscription groups feature
available from PRO partnership
Registration fee can be charged once or per team change
Users can easily change their subscription
Tracking via the MOQO portal is possible
MOQO partners can find detailed instructions in the Academy
Examples of strategically useful subscription groups
The most popular example: Rare drivers vs. frequent drivers
People who plan to use your service more sporadically are generally less willing to pay monthly basic fees. Instead, you can set higher usage costs here. For those who want to use your service very regularly, you can offer low usage costs and possibly additional services such as insurance or free mileage in return for a basic fee.
Tip
Also create a medium offer for "occasional riders". Experience shows that this is the most frequently chosen - probably according to the motto "don't want to miss anything, but don't need everything either". If you currently have two offers and want more users to choose the higher one, create an even higher one - so that users will choose the middle offer in the future.
Example: Differentiated subscription groups at bilkollektivet
The Norwegian provider bilkollektivet has achieved impressive results with a subscription group as described above: User numbers have grown by 212%, regular monthly income from basic fees by 27% and customer satisfaction by 78%.
If you would like to find out more about how bilkollektivet manages to be successful and profitable, don't miss our case study.
Staggering according to time slots
With staggered subscriptions, you can encourage users to use the system at less popular times. Perhaps your vehicles are well utilized during the week, but are often standing still at the weekend. In this case, you could create a subscription exclusively for weekend use at low prices. The same applies if, for example, you experience exceptionally high utilization during the typical morning and afternoon rush hours.
Social differentiation of subscription models
By offering discounted rates to certain user groups such as students, trainees, pensioners, etc., you are recognizing the reduced economic power of these groups. On the other hand - especially in the case of students - it is also a way of retaining them at an early stage: In the expectation that they will remain customers later on, even with higher paying power. To ensure that they are eligible to join such a subscription model, ask for proof when you register.
Example: Low rates for students at Popcar
The Australian carsharer Popcar offers students access to low rates without a monthly basic fee.
Subscriptions for different vehicle types
If you offer different vehicle types, for example cars and bikes, you can create a subscription model based on the vehicle types included. In addition to a subscription that includes both vehicle types, you could also set up a subscription for cars only or for bikes only.
Special internal rates
If you work with certain organizations, create a special subscription for their members. These could be, for example, employees of a company, customers of municipal utilities, tourists, hotel guests, residents of a housing estate, etc. For such subscription models, it is advisable to charge no or a low basic fee and to set lower usage costs than for public subscriptions. This creates the feeling of receiving a special service.
Enter into partnerships with companies using the contingent feature →
Tip
The people in these subscription groups have the potential to become regular riders. However, they often need to be motivated before their first ride in order to lower the barrier to trying something new. To do this, it is a good idea to combine signing up with a discount code for the first ride.
Subscription groups increase market coverage
Subscription groups allow you to attract more user groups with your vehicles. Create the right (entry-level) offer for each selected group. This not only grows your business, but also your user satisfaction, as the experience of existing MOQO partners shows.
Keep in mind that this is not a one-time task that disappears into the depths of your desk drawers once it has been completed. Rather, it is important to constantly monitor the market and the behavior of your users and readjust the offers if necessary.
