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.
Advantages of subscription groups for providers and customers
Offering different subscription options has advantages for providers and customers alike - a real win-win.
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:
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.
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.
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.
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.