Engagement & Retention project | Fleeter

Fleeter

Understanding Product

1. What is Fleeter really is in the business for?

Fleeter serves as a pivotal solution in the construction and mining industry by offering a comprehensive B2B marketplace for heavy equipment rentals. Our platform plays a dual role, benefitting both equipment owners and businesses seeking rentals. For equipment owners, Fleeter provides an efficient avenue to showcase their inventory and connect with potential renters, thereby increasing the utilization rate of their assets. On the other hand, for businesses in need of equipment, Fleeter simplifies the procurement process by offering a wide range of options in one centralized platform. This streamlines the rental process, enabling businesses to quickly and easily find the equipment they require for their projects. Ultimately, Fleeter’s overarching goal is to optimize the utilization of heavy equipment assets while simultaneously facilitating seamless transactions and rental experiences for all stakeholders involved in the construction and mining sectors.

2. What problem does your Fleeter solve?

Fleeter aims to address the problems of both the equipment owners and as well as the enterprises renting the equipment. The platform aims to streamline the entire lifecycle of the renting, enhance the efficiency and provide a reliable/transparent experience for all the parties involved.

Challenges faced by equipment owners

Inconsistent business opportunities - Since the industry isn't digitized, orders are primarily received through Justdial and WhatsApp groups leading to inconsistent opportunities.
Credit problems - equipment owners often experience extensive delays in receiving the payments for the order, with timelines ranging from 30 days to 3 months.
Payment defaults - In some cases the equipment owners face the issue of payment defaults, incurring losses.
Lack of proper management system - The coordination of all the activities happens through calls and WhatsApp leading to a lot of back and forth, signifying a lot of of inefficiencies.
Cash Transactions and Limited Digital Payment Options - Heavy reliance on cash transactions (approximately 70%) presents a series of drawbacks, including security risks and lack of traceability.
Location and Maintenance Issues - Equipment owners struggle with tracking the location of their equipment and maintaining its health and productivity.

Challenges faced by renting enterprises

Challenges in Remote Area Equipment Sourcing - The process of sourcing equipment in remote areas is often cumbersome and time-consuming for enterprises.
Inadequate Equipment Maintenance Handling - The lack of a proper follow-up and resolution process for equipment breakdowns is a critical concern.
Delayed Allocation of Alternative Equipment - Enterprises renting equipment face challenges in receiving timely replacements when a piece of equipment fails.

3. How does fleeter solve the problems?

Benefits for Equipment Owners

Enhanced Cash Flow - Predictable Payments
- Equipment owners benefit from timely payments, reducing the financial strain and improving cash flow management. This predictability allows them to plan their finances better and reinvest in their businesses with confidence.
Reduced Risk of Payment Defaults - Assured Transactions
- By minimizing the risk of payment defaults, Fleeter provides equipment owners with greater financial security and peace of mind, ensuring that they receive their due payments without hassle.
Operational Efficiency - Centralized Management System
- Fleeter’s platform streamlines the entire rental process, reducing inefficiencies and miscommunications. This centralization allows equipment owners to manage their rentals seamlessly, improving overall operational efficiency.
Digital Payment Convenience - Secure and Traceable Payments
- Fleeter offers secure digital payment options, reducing reliance on cash transactions. This enhances transparency and traceability, making financial management easier for equipment owners.
Real-Time Equipment Monitoring - IoT Integration
- With IoT devices fitted on all equipment, owners can monitor location, productivity, and health data in real-time. This real-time monitoring helps in proactive maintenance, extending the lifespan of their equipment and ensuring optimal performance.

Benefits for renting enterprises

Increased Equipment Uptime - Proactive Maintenance
- Enterprises benefit from reduced equipment downtime due to Fleeter’s maintenance tracking and real-time health monitoring systems. This proactive approach ensures that equipment is always in good working condition, minimizing project delays.
Efficient Equipment Sourcing - Wide Network Access
- Fleeter simplifies the process of sourcing equipment, even in remote areas. Enterprises save time and effort in finding the right equipment, allowing them to focus on their core operations.
Seamless Operations - Quick Allocation of Replacements
- In case of equipment failure, Fleeter ensures quick allocation of alternative equipment, reducing operational disruptions. This ensures that enterprises can maintain continuous operations without significant downtime.
Improved Project Management - Integrated Platform
- Fleeter’s platform offers a comprehensive view of all equipment and rentals, facilitating better project management. Enterprises benefit from enhanced coordination, efficient scheduling, and streamlined operations, leading to successful project execution.

By leveraging Fleeter’s platform, both equipment owners and enterprises renting equipment enjoy these substantial benefits. This leads to improved productivity, reduced costs, and an overall enhanced user experience, making Fleeter an indispensable tool in the heavy equipment rental industry.

Understanding Core Value Proposition

Target customers: Construction and mining enterprises, equipment owners

Needs: Streamlined equipment rental processes, efficient fleet management, reliable rental income

Product: Fleeter

Category: B2B heavy equipment rental marketplace

Value: Optimized Equipment Rental Solutions

Fleeter's Value proposition: For Construction and mining enterprises and equipment owners who seek streamlined equipment rental processes, efficient fleet management, and reliable rental income, Fleeter is a B2B heavy equipment rental marketplace that provides optimized equipment rental solutions, ensuring efficient fleet management, maximized rental revenues, and streamlined rental processes.

Fleeter's ICP(B2B)

Criteria	ICP1 (Partners)	ICP2 (Enterprise Users)
Name	Small scale Equipment owners with less than 20 Heavy Equipments.	Enterprise level Construction and Mining Companies with Multiple active working Sites.
Job Title	Owners, sales incharge	General Managers, Directors and head of operations
Company Size	11-50	100-1000
Location	1. Outskirts of cities and towns(yards and offices) 2. Near Mining areas	1. Tier 1 and tier 2 cities
Role Priorities	Equipment Management, Customer Relationship management Business Management Financial Management.	Project Management Site Operations Oversight Equipment procurement management Continuous Improvement.
Industry Domain	Construction/Mining	Construction/Mining
Role in buying process	High	High
Organization Structure	Not Applicable	Directors, Project Head, CEO
Decision Maker	Owners	General Managers, Directors and head of operations
Influencers	1. Industry Experts 2. Local Associations 3. Peer Recommendations 4. Local Mechanics and Service Providers 5. Experienced Operators	1. Industry Leaders and CEOs 2. Regulatory Bodies 3. Corporate Procurement Departments 4. Technology Integration Consultants 5. Business Networks and Industry Forums
Decision Blocker	1. Trust Issues 2. Technical Barriers 3. Cultural Resistance 4. Language Barriers 5. Lack of Transparency	1. Procurement Policies 2. Scale of Implementation Concerns 3. Integration with Existing Systems 4. Cost Implications 5. Change Resistance
Where do they spend time	Commute to Yard, client meeting, work sites and Association meetings	Commute to Office/Site locations, Meetings, G-meet/Zoom Calls, Networking Events
Where do they spend their money on	On equipment-related services subscription for bookkeeping apps like Zoho Books, hiring auditors/accountants.	On work-related expenses subscriptions for tools for management and bookkeeping; not applicable for management level employees.
Features they value most	Equipment Tracking Equipment Health Monitoring Financial monitoring of cash inflow Inventory Management.	Tracking and wallet options for easier and convenient payment solutions booking page for easier equipment selection.
Organisational Goals	Increase in Revenue and Lead Generation	Less effort in equipment procurement and access to high varieties of equipment.
Technical sophistication	Very Low	High
Preferred Outreach Channels	Face to Face, Phone, WhatsApp, Facebook and Youtube	Email, Face to Face, WhatsApp
Conversion Time	3 days	1 day
Motivation	consistent business, high fleet utilization	best possible rates and unhindered operations at job site
Organization Influence	High	High
Tools Utilized in workspace	Google Suite, WhatsApp	Google Suite, Zoom, Analytical tool, project management software
Pain Points	payment defaults low fleet utilisation Manual equipment tracking Inefficient fleet management Lack of real-time equipment insights.	1. Equipment Downtime 2. Resource Allocation 3. Coordination Challenges 4.Safety and Compliance Risks
Goals	1. Financial Goals 2. Functional Goals	1. Functional Goals 2. Financial Goals

Customer Segmentation

ICP-1: Equipment Owners

User Type	Casual	Core	Power
Usage Characteristics	Accept 1-2 rental orders per month/quarterly to test out the platform.	Rent out at least 60% of their equipment through Fleeter.	Fully depend on Fleeter Partners daily for business operations.
Recency of use case	weekly	daily	daily
Natural Frequency	1-2 times quarterly	1 - 2 times monthly	weekly or biweekly
Monetary/AOV/Revenue Generated	Low engagement and minimal revenue contribution.	Moderate revenue contributors with regular use and occasional reliance on key features.	High revenue contributors who engage deeply with Fleeter’s features like Equipment Tracking and Health Monitoring.
Pain Points	low fleet utilisation payment defaults Manual equipment tracking	payment defaults Inefficient fleet management low fleet utilisation	Inefficient fleet management Lack of real-time equipment insights. payment defaults low fleet utilisation
Valued Features	Financial monitoring of cash inflow Equipment Tracking	Financial monitoring of cash inflow Equipment Health Monitoring	Equipment Health Monitoring Inventory Management.
Core Value Proposition (CVP) being utilised	Financial monitoring of cash inflow Equipment Tracking	Financial monitoring of cash inflow Equipment Health Monitoring	Equipment Health Monitoring Inventory Management.
JTBD of the persona	1. Financial Goals	1. Financial Goals	1. Financial Goals 2. Functional Goals
Level of Engagement	low	medium	high

ICP-2: Enterprise-Level Companies

User Type	Casual	Core	Power
Usage Characteristics	Engage in 1-2 rentals per month to evaluate the service.	Renting about 60% of their equipment needs from Fleeter.	Fully committed to renting all equipment from Fleeter.app.
Recency of use case	weekly	daily	daily
Natural Frequency	1-2 times quarterly	1 - 2 times monthly	weekly or biweekly
Monetary/AOV/Revenue Generated	Entities testing the platform or using it for minimal needs.	Consistent users with frequent but not fully reliant engagements.	Major revenue contributors using advanced features for large-scale operations.
Pain Points	1. Equipment Downtime 2. Resource Allocation	Equipment Downtime 2. Resource Allocation 3. Coordination Challenges	1. Equipment Downtime 2. Resource Allocation 3. Coordination Challenges 4. Safety and Compliance Risks
Valued Features	Tracking and wallet options for easier and convenient payment solutions booking page for easier equipment selection.	Tracking and wallet options for easier and convenient payment solutions booking page for easier equipment selection.	Tracking and wallet options for easier and convenient payment solutions booking page for easier equipment selection.
Core Value Proposition (CVP) being utilised	Tracking and wallet options for easier and convenient payment solutions booking page for easier equipment selection.	Tracking and wallet options for easier and convenient payment solutions booking page for easier equipment selection.	Tracking and wallet options for easier and convenient payment solutions booking page for easier equipment selection.
JTBD of the persona	1. Functional Goals	1. Functional Goals	1. Functional Goals 2. Financial Goals
Level of Engagement	low	medium	high

Defining Core EnR Metrics

1. Define the action that makes a user an active user.

An active user on Fleeter is one who engages with the platform in ways that reflect both regularity and depth:

Equipment Owners: Considered active when they log in daily to update inventory, respond to rental requests, and review financial dashboards. This frequent interaction helps them stay on top of their business operations and maximise equipment usage.
Enterprise-Level Users: Active users are those who log in multiple times per week to place new orders, track existing rentals, and manage logistical aspects of their equipment needs, especially during peak construction periods.

2. What is the natural frequency of the product?

Equipment Owners: Typically interact with Fleeter on a daily basis as they manage their equipment listings, fulfil orders, and monitor financials.
Enterprise Users: Interaction frequency varies; it can be daily during active project phases or weekly when monitoring ongoing rentals. The frequency increases with the project’s complexity and equipment demands.

Engagement Framework	Relevance	Key Metric to be tracked	Rationale
Breadth	Primary	The number of services and features utilised by the user.	Fleeter is expanding to become a full-service vertical SaaS solution in construction tech, offering on-demand operators, spare parts sales, and introducing Fleeter Yards. This broad range of services keeps users engaged and reliant on our platform.
Depth	Secondary	Number of orders placed or transactions completed on the platform.	Frequent use of Fleeter by owners and renters boosts efficiency and revenue, ensuring steady cash flow and reinforcing the platform's value.
Frequency	Not Applicable	Not applicable	Not applicable

Engagement Campaign

Engagement Campaign	Hypothesis	Channel of Distribution	Persona/Type of User	Theme	Target feature	Pitch and Content	Goal of the campaign	Offer	Frequency and Timing	Success Metrics	Milestones for the campaign
Onboarding Accelerator	Casual users often drop off during onboarding, delaying their first rental. By incentivizing quick onboarding, we can increase the likelihood of first-time rentals and gradually convert these users into frequent renters.	Digital campaign via WhatsApp and SMS notifications. Users will receive these messages immediately after signing up.	Targeting Casual Users (ICP-1 and ICP-2) who have signed up but haven’t completed onboarding.	"Jumpstart Your Fleeter Journey"	User Onboarding and First Rental Action	“Jumpstart your journey with Fleeter! Complete your onboarding within the next 48 hours and unlock exclusive benefits. Fast-track your way to your first rental and start maximizing your earnings now!”	Convert casual users into frequent renters by accelerating the onboarding process and encouraging the first rental action.	Waiver of platform fees for the first rental for users who complete their onboarding within 48 hours. The logic is to reduce friction and provide an immediate reward, incentivizing quick action. Budget will be allocated based on projected onboarding volume and average platform fees.	One-time WhatsApp and SMS notification sent immediately after sign-up, with a reminder after 24 hours if onboarding is not completed.	Increase in onboarding completion rates within 48 hours. Increase in first rentals within the first week of sign-up. Conversion rate from casual to core users.	Week 1: Launch campaign and monitor initial onboarding completions. Week 2: Analyze first rental actions and adjust messaging if necessary. Month 1: Evaluate conversion rates from casual to frequent renters, using data to refine future campaigns.
Core Commitment Reward	Core users who rent consistently over time are more likely to remain loyal if they feel appreciated. Offering a reward for continuous activity will reinforce their commitment and increase long-term engagement.	Digital campaign via email and in-app notifications. Users will receive personalized messages based on their rental activity.	Targeting Core Users (ICP-1) who have demonstrated consistent renting behavior over six months.	"Rewarding Your Loyalty"	Retention and User Engagement	“As a valued member of our Fleeter Partners family, your loyalty deserves rewards. Stay active and receive a special discount on your future booking's Platform fees as a thank you from us.”	Strengthen retention by rewarding consistent renters, deepening their engagement with the platform.	10% discount on the next three rental commissions for users who maintain six months of continuous rental activity. The logic is to incentivize ongoing activity, reinforcing loyalty. The budget will be based on projected commission discounts and anticipated user engagement.	Triggered at the six-month anniversary of the user’s sign-up date, with annual follow-up rewards for continued activity.	Year-over-year retention rates. Increase in frequency of rentals per user. User feedback on reward satisfaction.	Month 6: Launch the reward campaign, tracking initial engagement and discount redemption. Month 7: Gather feedback on the reward's effectiveness and user satisfaction. Year 1: Evaluate retention rates and rental frequency to measure the long-term impact of the campaign. Adjust the offer if necessary.
Power User Insights	Power users value data-driven decisions and are more likely to stay engaged if they receive actionable insights that help optimize their operations. Providing tailored analytics will enhance their decision-making and deepen their reliance on Fleeter.	Digital campaign through monthly email reports. Users will receive these insights directly in their inbox.	Targeting Power Users (ICP-2) who have consistently engaged with the platform and have reached a high level of usage.	"Data-Driven Optimization"	Data Analytics and User Engagement	“Enhance your operational decisions with custom insights derived from your rental history. Let Fleeter help you optimize based on detailed analytics tailored just for you.”	Empower power users with data-driven insights to drive efficient equipment usage and support strategic business decisions, further embedding Fleeter in their operations.	A comprehensive monthly insights report analyzing rental patterns and suggesting optimization strategies. The logic is to add value by leveraging existing data, with a budget allocated for generating and personalizing these reports.	Monthly email delivery of the insights report, starting one month after the user reaches power user status, with ongoing monthly updates.	Utilization of the report in rental decisions. Increased frequency of platform engagement. Positive user feedback on the usefulness of insights.	Month 1: Launch the first insights report, monitoring initial user engagement and feedback. Month 3: Analyze the impact of insights on user behavior and decision-making. Month 6: Review overall engagement and report utilization, refining content based on user feedback.
New Service Adoption Drive	Power users are likely to adopt new services that enhance their operational efficiency if introduced with an exclusive offer. This campaign will drive early adoption and embed these services into their regular workflow.	Digital campaign via WhatsApp and in-app notifications. Users will receive announcements and reminders about the new services directly on their devices.	Targeting Power Users (ICP-1) who are highly engaged and likely to benefit from expanded service offerings.	"Expand Your Capabilities with Fleeter"	Adoption of New Services	“Discover the future of equipment management with Fleeter’s newest additions! Try our on-demand driver hire, spare part sales, and exclusive service centers. Enhance your operational capabilities and streamline management at preferential rates.”	Encourage power users to adopt and integrate newly introduced services, enhancing their operational efficiency and increasing Fleeter's value proposition.	Exclusive early access to new services with a 15% discount on the first three transactions for each new service. The logic is to incentivize trial and transition users from the introductory offer to regular usage. The budget will be based on projected discounts for early adopters.	Announced at the launch of each new service via WhatsApp and in-app notifications, with follow-up reminders sent bi-weekly during the first month.	Adoption rates of new services. Frequency of use of these services. User feedback on the value and effectiveness of the new services. Conversion rate from introductory offer to regular pricing.	Launch: Announce the new services and track early adoption rates. Month 1: Monitor user engagement and gather feedback, adjusting the campaign as needed. Month 3: Evaluate the conversion rate from the introductory offer to regular pricing, refining the offer based on user behavior.
Strategic Growth Incentive	Offering financial incentives, such as credits, will encourage both power and core users to increase their rental frequency and deepen their commitment to Fleeter, resulting in higher engagement and reduced churn.	Digital campaign via targeted WhatsApp messages and in-app notifications. Users will be informed of the offer at the start of the rental season, with quarterly reminders.	Targeting Power Users (ICP-2) and Core Users (ICP-1), including both equipment owners and enterprise-level companies.	"Expand Your Business with Fleeter"	Increased Rental Activity and Long-Term User Engagement	“Boost your business with Fleeter’s Strategic Growth Incentive. Get ₹5000 in credits towards commission reductions or free credits when you complete your next equipment rental. Expand your operations, save costs, and experience the efficiency of Fleeter.”	Drive higher engagement, increase rental frequency, and foster long-term commitment by reducing operational costs for users through credits.	₹5000 credit applicable towards future rental commissions or direct rental credits, activated upon the user’s next rental transaction. The logic is to incentivize immediate action and sustained engagement. The budget will be allocated based on projected credit utilization and impact on rental frequency.	The offer is launched at the start of the rental season and communicated via WhatsApp, with quarterly reminders sent through WhatsApp and in-app notifications.	Increase in the frequency of rentals per user. Number of users availing the credit. Reduction in churn rates. User feedback on the financial impact and perceived value of the offer.	Quarter 1: Launch the offer and monitor initial uptake and user engagement. Quarter 2: Analyze the impact on rental frequency and gather user feedback. Quarter 3: Evaluate reduction in churn rates and the overall financial impact on users, adjusting the offer as needed. Year-End: Review the long-term effectiveness of the campaign, assessing its role in driving sustained user engagement and growth.

Retention Design

For Fleeter's retention strategy, given the limited data available at this pre-product-market fit (pre-PMF) stage, we'll rely on general industry insights and tailor them to our approach. Since Fleeter is still in its early phases, our proposed retention strategies and understanding of churn will be guided by industry norms and initial assumptions until we can gather more specific data.

Industry Retention Trends:

Construction and Engineering: With an average customer retention rate of 80%, this industry values long-term relationships and repeat business, driven by the constant need for reliable equipment and services.
Key Retention Features: Features like real-time tracking, equipment health monitoring, and management dashboards are vital for keeping users engaged, offering them the control and insights they need for daily operations.
Impact of Acquisition Channels: High-engagement channels like direct sales and partner networks often lead to better retention by understanding customer needs and providing tailored solutions, boosting satisfaction and loyalty.

ICPs and Retention:

ICP 1 (Small Equipment Owners): High initial engagement expected with features focused on small-scale needs, like easy rental management and seamless payment processing.
ICP 2 (Large Enterprises): Retention hinges on scalable, robust features that align with complex operations, such as bulk equipment management and advanced analytics.

Retention Strategy Recommendations:

Early Engagement: Offer onboarding sessions and first-month check-ins to ensure users get the most out of the platform.
Feature Utilization: Highlight key features like equipment tracking and health monitoring through tutorials and best practice guides.
Customer Support: Build a responsive support system to quickly resolve issues and build user trust.

Churn

Churn at Fleeter could stem from several factors, specific to the heavy equipment rental industry:

Pricing Sensitivity: Users may find the costs too high compared to competitors, or perceive a mismatch between value and cost, especially if billing isn’t transparent or includes hidden fees.
Service Quality and Downtime: Equipment failures or delays that cause project disruptions can drive users away if not resolved quickly and effectively.
Limited Equipment Variety: A narrow selection or lack of key equipment might prompt users to switch to more comprehensive platforms.
Operational Complexities: Complicated booking processes or poor customer service can frustrate users, making them reconsider using the platform.
Market Conditions: Economic downturns or industry-specific slowdowns, such as reduced construction during monsoons, can decrease demand for rental equipment.

Voluntary Churn:

Price Sensitivity: Users might churn if they perceive Fleeter as less cost-effective compared to buying equipment or using alternative rental services, especially if the value doesn’t justify the cost.
Feature Awareness and Usage: Users may leave if they don’t see enough value in the platform’s features or aren’t fully aware of tools that could boost their operational efficiency.
Competition: Users might switch to competitors offering better features, superior customer service, or more competitive pricing.
Service Satisfaction: Churn can occur if users experience poor customer service, unresolved issues, or if the service consistently fails to meet their expectations.

Involuntary Churn:

Payment Issues: Users may unintentionally churn due to failed transactions, expired credit cards, or other financial problems that disrupt service renewal.
Regulatory or Market Changes: Shifts in regulations, market conditions, or economic downturns might force users to reduce costs, leading to service suspension or cancellation.
Business Closures or Operational Changes: Involuntary churn can occur if a user’s business model changes, scales down, or ceases operations, reducing the need for rented equipment.

Resurrection Campaign

Resurrection Campaign	Hypothesis	Channel of Distribution	Persona/Type of User	Theme	Target feature	Pitch and Content	Goal of the campaign	Offer	Frequency and Timing	Success Metrics	Milestones for the campaign
Reactivation Offer for Service-Sensitive Users	Users who churned due to service quality or equipment downtime may return if reassured by improved service guarantees. Offering a discount paired with a service commitment can effectively re-engage these users.	Digital campaign via email, with follow-up reminders. Users will receive the offer directly in their inbox.	Targeting casual users who churned due to service quality issues or equipment downtime (Voluntary Churn).	"Experience the New and Improved Fleeter"	Service Quality and Equipment Uptime	“We’ve made significant improvements in our equipment maintenance and support services. Come back to see the difference with a special offer – enjoy 20% off your next rental and experience our enhanced service commitment!”	Re-engage churned users by addressing their previous concerns, with the aim of converting them back to active users.	20% discount on the next rental, coupled with a guaranteed uptime clause. This offer is designed to mitigate past concerns and incentivize users to return. The budget will depend on the projected discount uptake and impact on revenue.	Single email sent initially, with a follow-up reminder after one week if the offer isn’t redeemed.	Redemption rate of the offer. Reduction in related support tickets. Re-engagement rate of the targeted segment.	Week 1: Launch the campaign and monitor initial response and redemption rates. Week 2: Send follow-up reminders and track additional redemptions. Month 1: Evaluate the re-engagement rate and reduction in service-related issues, adjusting the strategy as needed for future campaigns.
Feature Rediscovery Campaign for Under-Informed Users	Users who left due to unfamiliarity with key features or platform complexity can be re-engaged by educating them on how to effectively use the platform. A personalized tutorial can help simplify their experience and drive renewed engagement.	Digital campaign via email and WhatsApp, with follow-up push notifications within the app	Targeting casual users who churned due to lack of awareness of key features or perceived platform complexity (Voluntary Churn).	"Rediscover Fleeter: Simplified and Enhanced"	Platform Usability and Feature Awareness	“Discover what you’ve been missing at Fleeter! We’ve streamlined our platform to make your rentals easier and more beneficial. Come back and get a free tutorial session with your next booking!”	Re-engage users by educating them about the platform’s features, simplifying their experience, and encouraging them to return and interact with the platform more effectively.	Free one-on-one tutorial session on how to utilize the platform effectively. This offer is designed to reduce complexity and increase user confidence. The budget will cover the cost of offering personalized tutorials.	Campaign launched via email and WhatsApp, with follow-up push notifications sent over the course of a month.	Number of tutorial sessions booked. Increase in platform interaction post-campaign. User feedback scores on the usefulness of the tutorial and platform features.	Week 1: Launch the campaign and track initial interest in tutorial bookings. Week 2-4: Continue follow-up with push notifications and monitor increases in platform interaction. Month 2: Evaluate the effectiveness of the campaign based on user feedback and interaction data, and refine the approach for future re-engagement efforts.
Competitive Win-Back Offer	Power users who left for competitors due to pricing or better terms may be enticed to return if offered a deal that beats their current options. A compelling offer can re-establish Fleeter as their preferred platform.	Digital campaign via email, supported by targeted ads on LinkedIn and industry forums.	Targeting power users from ICP-2 who switched to competitors offering lower prices or better terms (Voluntary Churn).	"Get More with Fleeter"	Pricing Competitiveness and Value Proposition	“Ready to get more out of your rentals? Return to Fleeter and enjoy exclusive pricing that beats the competition – guaranteed.”	Win back enterprise-level companies by offering a competitive deal that undercuts their current market options, regaining their loyalty and increasing engagement.	Match or beat any competitor’s pricing by 5% for the first three months after returning. This offer is designed to provide immediate financial benefits and make switching back to Fleeter attractive. The budget will account for potential revenue reductions during the offer period.	Initial email campaign, followed by targeted ads on LinkedIn and industry forums to maintain visibility and reach.	Number of users reactivated. Average revenue per returning user. Customer satisfaction scores post-return.	Week 1: Launch the email campaign and monitor initial responses. Weeks 2-4: Roll out targeted ads on LinkedIn and industry forums, tracking engagement and reactivation rates. Month 3: Evaluate the campaign’s effectiveness based on reactivation numbers, revenue impact, and customer satisfaction, adjusting the strategy as needed for ongoing win-back efforts.
Loyalty Reinforcement for High-Value Users	Loyalty Reinforcement for High-Value Users	Direct mail and email communication, followed by a personal phone call from the account manager.	Targeting power users who involuntarily churned due to business model changes or operational downsizing (Involuntary Churn).	"Welcome Back, Valued Partner"	Loyalty Program and Personalized Service	“As a valued former user, your return means a lot to us! Reactivate your account and enjoy our new premium loyalty benefits designed just for you.”	Re-attract high-value users by offering incentives that acknowledge their previous loyalty, encouraging them to return and continue contributing to Fleeter's growth.	Customized loyalty rewards program with enhanced benefits, including priority equipment availability and flexible payment terms. The logic behind this offer is to provide significant value to returning users, ensuring they feel valued and catered to. The budget will be allocated to developing and managing the loyalty program.	One-time direct mail and email communication, with a follow-up personal call from the account manager to reinforce the offer and answer any questions.	Re-engagement rate of targeted users. Utilization rate of loyalty benefits. Overall customer lifetime value post-return.	Week 1: Send out direct mail and email invitations, track initial responses. Week 2-3: Account managers follow up with personal calls to discuss the loyalty program and encourage reactivation. Month 3: Evaluate re-engagement rates, the use of loyalty benefits, and the impact on customer lifetime value, refining the program based on feedback and outcomes.
Feedback Loop Closure for Dissatisfied Customers	Users who left due to dissatisfaction may return if they see that their feedback has led to real improvements. Demonstrating responsiveness and offering a tangible incentive can help rebuild trust and re-engage these users.	Personalized outreach through emails and WhatsApp, followed by a satisfaction survey.	Targeting users who left due to dissatisfaction with customer service or unresolved technical issues (Voluntary Churn).	"We’ve Listened, We’ve Improved"	Customer Service and Issue Resolution“	“We’ve listened to your feedback and have taken action! See the changes for yourself with a special welcome back offer.”	Regain trust and re-engage users by showcasing improvements made based on their feedback, encouraging them to return and experience the enhanced service.	Commission-free orders for the first week of service upon return, along with a personalized walkthrough of the resolved issues and platform improvements. This offer is designed to address past dissatisfaction and encourage a fresh start. The budget will cover the cost of the commission-free period and any associated customer support efforts.	Commission-free orders for the first week of service upon return, along with a personalized walkthrough of the resolved issues and platform improvements. This offer is designed to address past dissatisfaction and encourage a fresh start. The budget will cover the cost of the commission-free period and any associated customer support efforts.	Number of re-engaged users. Feedback on the effectiveness of the improvements. Repeat booking rate after the initial offer.	Week 1: Launch the personalized outreach campaign, tracking initial responses and re-engagement. Week 2-3: Conduct a satisfaction survey to gather feedback on the improvements and the re-engagement experience. Month 2: Evaluate repeat booking rates and overall user satisfaction, adjusting the strategy as needed for future campaigns.