A sustainable business model for Detecht - an automatic emergency alarm and social platform for motorcyclists

Important results from the project

With the funding from Innovativa Startups we wanted to create a sustainable business model for Detecht. This by focusing on understanding our customers better to improve our key figures with a focus on Churn (customer loss), CAC (cost new customer) and LTV (lifetime value customer). Furthermore, we wanted to test discounts and offers as part of the business model and as an added value for our users.

Expected long term effects

Despite the fact that it has been a special year, both with Covid and the new regulations for Apple´s iOS14, which has affected much of the online marketing, we have been able to achieved most of our set goals. We have improved many of our KPIs and now have an LTV: CAC ratio of 2, which means that we make money from our marketing and continued growth. We have managed to reach our goals regarding churn and CAC. Mostly based on a better product and more understanding for our customers. We have also made contact with 2 very exciting partners, currently discussing strategies going forward.

Approach and implementation

The work has been divided into 3 work packages: - Analysis & customer understanding- This work has created a basis for the work packages below. The work focused on implementing analysis tools and by data understand our users and work with our test group. - Implementation & Product Development- The work has mainly been about development and testing of new / improved functions -Analysis of market channels & countries- We have focused on Google Ads and Facebook to analyze the conversion rate of different target groups and countries. Focusing on marketing campaigns, analysis and optimization

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