My biggest gripe with Flywheel (the app, not the taxi company, formerly called DeSoto, who tried to promote the Flywheel app by changing their name and color scheme) is that, instead of focusing on getting users through marketing, the company put all their energy in TaxiOS, a backend system to replace the current hardwired taximeter.
The obvious reason for doing this was to sell out. Which they did. To a company called Cabconnect. When I met the CEO of Cabconnect a few months ago, the first thing I asked was how he planned to handle marketing.
He had several ideas about incorporating paratransit into the app, as well as unique ways to hails a cab from hospitals and bars, but he didn’t have many ideas about WHY people would want to use the app to get a taxi.
Shortly thereafter, these ads popped up on Flywheel’s Twitter account:
Beyond emphasizing that taxi drivers are properly vetted and trained, and that taxi rates don’t go up depending upon demand, these ads don’t really explain what makes taxis a better option.
Most users don’t care about the issue of training, insurance and background checks. And many users are more than willing to pay surge pricing.
Figuring out the answer to that question compelled me to write the column “Disrupt the Disruptors,” but as the taxi industry continues to crumble, even the greatest marketing campaign ever conceived on Madison Ave hardly seems to stand a chance against the PR damage that’s been done…