The brief
A moto-taxi service was preparing to enter the Istanbul market and asked us for two things before launch: a business plan and a marketing strategy. The client is not named in this case.
Some background on the category helps explain the shape of the work. A moto-taxi sells time saved in traffic. When an unrelated Istanbul start-up, Scotty, launched app-based motorcycle rides in 2017, Daily Sabah reported 6,000 rider applications with 600 approved, fares of about a third of a car taxi on a typical route, riders tested on a racecourse, and helmets and hygienic head covers for passengers. Price, safety and trust in the rider are the levers buyers in this category weigh. A service of this kind also has two sides to fill at the same time: riders who join the fleet and passengers who book trips.
What we did
Business plan and market analysis
The market-entry section covers current conditions and trends for launching the service, market size and potential, the target audience, a description of the business and the product, a SWOT analysis with competitor data, marketing, the organisational structure with staff, premises and equipment, and risk factors.
Positioning and marketing strategy
From the analysis we defined the positioning. The strategy describes the client portrait, the customer's values, where to reach customers offline and online, the insight, the motives and choice criteria, and the logo.
Creative concept and advertising campaign
Based on the analysis and competitor data, we developed a creative concept and an advertising campaign to build interest in the company. The campaign plan covers a website with a Direct ad campaign, an app for Google Play and the App Store, a referral programme for friends, a viral video and social media communities.
Profit growth
The plan for increasing profit works in three directions: recruiting drivers, attracting customers and running promotions. The split follows the two-sided nature of the business, with separate work for supply and for demand.
Technical roadmap
A roadmap for the technical side of the project: general provisions, platforms and development tools, a promo site for investors, a promo site for customers, a customer app and an app for moto-taxi drivers.
In the strategy, the website, apps and video are planned channels. This case describes the plan and makes no claim about what was later built or launched.
Where it stands today
The client is anonymous, so there is no public website, archive history or company record to check. On 14 September 2026 the case is still listed in the Marketing MIX portfolio on mmix.ua, in Russian.
The market around the idea has moved on. In 2026 several Istanbul operators advertise round-the-clock motorcycle taxi service online, so a new entrant now meets visible competition in search. On the car-taxi side, local coverage reports that UKOME, Istanbul's transport coordination board, decided in 2024 to auction 2,500 licences for taxis that work through apps only.
What we would add now
These recommendations describe how we would plan a launch of this kind in 2026. They go beyond the original scope of work.
Two funnels with their own measurement
The strategy already separates driver recruitment from customer acquisition. Today each side would get its own landing page in Turkish and English with its own call to action (Landing page development that converts), and the referral programme would run on unique codes with analytics events for install, first ride and referral, so the programme's effect can be counted.
App store listings that sell the service
Because the plan relies on Google Play and App Store apps, the store listing becomes the main landing page. Screenshots, Turkish keywords and a review prompt after each completed trip shape how many people install.
Trust content up front
Rider vetting, the helmet and hygiene policy, insurance and licensing belong on the site as a short FAQ. These are exactly the points press coverage of the category focused on.
Answers AI assistants can quote
Organization and local business structured data, FAQPage markup and short factual answers about price, coverage area and safety rules let search engines and AI assistants give accurate answers about the service. See AI SEO & GEO agency: ChatGPT, Gemini, AI Overviews.
Booking without installing an app
Some passengers will never install an app for one ride. Quick booking or a call-back request through WhatsApp or Telegram catches them. Route-by-route price comparisons with car taxis and public transport answer a common search in a congested city, and paid social and search campaigns can then point to those pages (PPC services in Ottawa: Google Ads and Meta ads agency, SMM and social media management in Ottawa).
Related
Strategy work: Marketing strategy that survives the market. Market research: Market analysis for marketing decisions. Launch pages: Landing page development that converts. Visibility in AI search: AI SEO & GEO agency: ChatGPT, Gemini, AI Overviews.
Project lead: Marketing MIX. Client: moto-taxi service in Istanbul (not disclosed).