Imagine a company that for 10+ years has been helping people start a new life abroad literally “with keys in their hands”. It gives you more than just a car — it gives you the opportunity to earn and adapt. This project is a long-term car rental service in Poland, which is planning to enter the UK market.
But even companies that have long been on the market, there comes a time when growth rests against the ceiling. This happened here: business expanded, advertising worked, but monthly growth began to subside, and the exit to London demanded completely different solutions.
Then the team turned to us in Solve Marketing with a strategic request:
“Scale business in Poland and explore the market before launching services to a new country.”
| How long did the strategy take? | 200 hours, 6 working weeks |
| What is the composition of the marketing strategy development team? | Head of Marketing Team, Head of PM Team, Head of Content Team, 2 operational marketers, SMM marketer, Head of PPC, Facebook PPC. |
| How was the result of the work used? | Self-introduction by the team on the client side. |
We started with the foundation: analysis and research. And then we did what we do best: We built a comprehensive marketing strategy, taking into account the business goals.
We signed a non-disclosure agreement (NDA), so in this case the client will remain incognito.
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Product, value, purpose
This business operates at the intersection of two realities: the European market and new opportunities for migrant workers. Its essence is to rent a car that opens the way to a stable income through platforms like Uber or Bolt.
More than 80% of customers use cars to work in a taxi, others — for personal use. But the thing is not only in figures, but in the model: The company completely closes the whole process — from paperwork to service support, even in the case of repair.
Value to customers
- Quick start: start in 1 day.
- Legalization: assistance with permits, contracts.
- Security: technical support.
- Comfort: new cars, quality service.
- Loyalty programs: “Bring a friend”, long-term bonuses.
The company is already operating in 20+ cities in Poland, has a partnership with Uber, Bolt, FreeNow, its own fleet with new cars and the most flexible conditions on the market. However, in 2024, scaling began to slow down.
Our task was clear:
- ensure a stable growth in the polish market: 10–11% monthly, reach 1000 active customers (there were less than 500);
- conduct a full audit and prepare to enter the UK market: choose the right service, car, conditions and target audience.
Business has reached a new stage, but further growth has slowed? This is the moment for a systematic marketing strategy. We help to combine disparate tactical actions into a holistic growth system.
Market Analysis: Poland and Great Britain
Before scaling, it is important to answer one simple question:
Is the market ready to pay for your offer?
To effectively enter the new market, it is critical to form a strategy that takes into account local features and specifics of demand. That is why we started with a key stage — a deep market analysis that allowed us to form informed solutions, not to rely on assumptions
📍In Poland, the taxi market is moving into a transformation phase: In 2025 it will reach $ 162.18 million, but in the future it is expected to decline with an annual rate of -2.48% (CAGR 2025-2029), but at the same time the number of users will grow. This means not a recession, but a transformation and a chance for those who adapt.
We have seen several strong trends:
- Shortage of drivers due to new rules (only with a Polish certificate).
- The highest segment of migrants , for whom a taxi is the starting point.
- The trend for environmental friendliness and electric vehicles, which are already in the park of our client.
- The growth of the gig economy, where people are looking for jobs and flexibility.
One of the insights — most Polish drivers do not know about the possibility of renting a car just to work in a taxi. This is confirmed by search data: The number of requests for “rent a car” in Google significantly exceeds “rent for a taxi”. This is not a problem, but a potential — such customers can not be found, but created.
📍In parallel, we started studying the London market. It was a completely different world:
- complex regulation, particularly TfL (Transport for London);
- high requirements for licenses, types of cars, environmental friendliness;
- emphasis on electric transport (ULEZ zone, restrictions on ICE);
- more than 70% of trips are up to 5 km, which makes electric cars even more profitable.
At the same time, there is a huge potential in the PHV segment (private hire vehicles), which remains open to new participants.
We conducted various types of analysis, including digital trends, demographics, entry barriers, prices, expectations of drivers.
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Overview of touch points
We always start with a deep immersion in the project itself: Analyzing internal processes, product logic, interaction funnel and team approaches. This allows you to see where the potential is lost, which systems are already working well, and which need improvement.
Such an audit gives a clear understanding of what to work with: On its basis, we form hypotheses, determine the growth zone and build the structure of improvements, which then we lay in the strategy.
At the time of the start of the cooperation, the project had already:
- site;
- social networks;
- paid advertising that consistently attracted customers;
- some basic presentations for internal needs.
🟡 When we opened the site, the first thought was:
“There is not enough feeling that the product “lives“, as if still at the stage of the concept.“
The site provided basic information, but did not form an emotional connection with the brand. There was neither a story nor a clear answer to the main question of the user: why is this company my choice among dozens of similar ones?
🟡 The social networks are updated irregularly, without a clear strategy and visual integrity. TikTok has the potential, but is not used. Instagram is more for a tick than for building trust.
In general, it is like a car with a good engine that does not start, because the battery is low.
We started with an audit, which immediately answered strategically important questions:
- Does the site build trust in the user who sees it for the first time?
- Is the value of the product read from the first seconds?
- Are the channels of attraction used effectively, not “for tick”?
- Where does business lose its potential and how to change it?
Such an audit is a diagnosis from which growth begins.
🟡At the same time, we analyzed the lead generation observed deviations: 70% of traffic comes from paid sources. At the same time, the conversion on the site is approximately 8%, which indicates the quality of the audience, but also the dependence on paid engagement.
There was no robotic system with the audience after the first touch:
- relevant SEO content;
- qualitative retargeting;
- audience segmentation.
This has made lead generation an expensive process that does not scale.
At the request of the client, we have conducted an analysis of the Google Ads account. Also, we have provided recommendations for improving efficiency.
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Analysis of competitors
In many niches, customers choose emotionally or by general impression. But the car rental market is an exception. Here, the decision is made rationally: users compare the conditions of different companies in detail. And even a slight difference — in terms of lease, the amount of collateral or fuel bonuses — can be decisive.
When we began to analyze competitors, it became clear: the battlefield is not one, but several:
- some companies have their own fleet of cars, others are only intermediaries;
- some are focused on ukrainians, others — on work with poles;
- someone gives only a car, and someone else strengthens the offer: creating communities, content.
We have conducted a comprehensive analysis of competitors — from sites and social networks to positioning, visual style and ways to promote the product.
In order to comprehensively analyze competitors, we have attracted two specialists: A content marketer and a strategic marketer. The first focused on visual presentation, messages and interaction formats, the second focused on strategic differences, engagement mechanics and choice factors.
We will conduct a deep analysis of niche, competitors and selection factors to form a unique trading offer that works and leads customers. Sign up for a free diagnosis to find out what actually affects the choice in your category.
Strategies for key areas: content, lead generation, social networks
After the analysis of the project, it became clear that the communication system is fragmented. Content — by itself, without binding to the funnel. Social networks are more of a presence than a tool of engagement. Lead generation — without synchronization with the messages of the brand.
To fix this, we have built a strategic system that integrates channels into a single path for the user — from the first touch to the application. And recorded it in three separate documents:
- The content strategy is to create value and increase awareness.
- The strategy of lead generation is to ensure a stable influx of high-quality leads.
- The SMM strategy is to make social networks work as a full-fledged channel of trust and interaction.
Basic strategy of lead generation
To build a management system, you first need to understand the logic of customer decision-making:
- What does the driver see when looking for a job?
- What is he afraid of?
- What format is expected?
This is how we built a funnel — See–Think–Do–Care in Google and Meta — with content and advertising adapted to each stage: from first contact to re-engagement of “warm” leads.
Each stage — with individual creations, messages, texts. No general “rent a car” for everyone — only an accurate hit in a person’s condition at a particular moment.
This is not just advertising, but a clear work with the intentions of the audience, so the applications are not accidental, but the result of accurate settings.
Basic content strategy
It all started with the idea of building trust and steadily attracting the lids not because of aggressive sales, but because of value. So there is a content basis that works for the growth of SEO-traffic, strengthens the reputation of the brand and forms a system of lead generation.
The strategy covers three key areas: blog on the site, external content and newsletters.
- Blog as the core of content marketing
- Distribution of content and multichannel
- SEO-optimization and technical structure of articles
- External content and placement on partner platforms
- Newsletters and automated touch to leads
- KPI for all directions
To make the content strategy work effectively and give measurable results, we synchronize it with the lead generation funnel developed earlier.
All content tools are integrated into a single system that supports the movement of a potential client from the first touch of the conversion. For each direction, we have clearly described the implementation steps and resources needed for implementation.
In addition to the content strategy, we have created an SMM strategy to strengthen the engagement of the audience through social networks. The task is to resume activity on Instagram and TikTok, scale the most successful formats, add virality and ensure a stable flow of leads.
Main goals:
- regular content on all platforms;
- 5000 followers on Instagram per year;
- monthly — 2–4 viral videos in TikTok;
- at least 20 leads per month from social networks;
- formation of the brand image, which speaks simply, honestly and “on equal terms”.
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Frame of choice factors
The next step is to understand what affects the decision of customers to purchase. We have collected and systematized these factors to adapt well-aimed triggers to marketing.
To do this, we use the choice factor framework developed by our team. This is a tool that allows you to identify the real reasons why some companies receive applications, while others go unnoticed, even having a strong product.
Each client makes decisions based on their own unique set of factors. We classify them into groups covering the full path of interaction with the brand.
🎯Factors of choice introduced into business = a guaranteed path to growth. This approach gives specific answers: What to change in the site, offer, and communication to grow systematically.
Details about the method are in our article with examples and the ability to form the basic factors of choice for your business.
After the study, we have formed 140 + choice factors that affect the choice of customers.
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Backlog of hypotheses and strategic ideas
Any strong strategy contains hypotheses that should be regularly tested and adapted to market changes, people’s behavior and new opportunities.
Therefore, we have completed the work not only with a set of recommendations, but with a full-fledged strategic backlog — hypotheses, tests and directions that can be implemented in stages as a checklist of scaling.
We were guided by logic:
- what can be done quickly and cheaply;
- what will work for different segments (beginners / experienced / Poles / other segments of TA) ;
- what will help to find growth points and at the same time maintain control over the budget.
The strategic backlog is a clearly prioritized tool that guides the team to a specific goal. It focuses on priorities, integrates the team and transforms strategy into concrete actions. We help you run, test and scale these actions.
Sign up for a consultation and we will show you how the strategy works in real business.
Start to work
Any strategy is not the finish line, but the start of a new trajectory.
Even in a business that has long been on the market, sooner or later there is a point when the old growth model exhausts itself. And then you need a marketing strategy that will help.
We have laid the foundation for a new system — with clear implementation phases, priorities and tools that enable scaling without chaos.
As a result, we succeeded:
- Understand why sales become volatile, even when the product is strong.
- To identify where the business is losing its potential — in the site, communication, advertising, funnels.
- Set goals for specific steps that can be implemented by the team gradually.
- Create a foundation for scaling rather than hoping for luck.
Marketing strategy is necessary for those who launch a startup and want to assemble a working system and minimize investment in testing; those who have already achieved stability but feel that growth has stopped; and those who have ambitions, team, movement, but lack a clear plan that holds everything together and leads to results.
Tell us about your goals and we’ll show you how to build a system for that. At the free consultation, we will discuss what you should start with.
