Abstract
This case is on cab service run exclusively by women drivers (Koala Kabs) founded by Shailja Mittal (Shailja) and Anmol Gupta in Delhi in 2016. The journey was not easy, as Shailja faced challenges in developing a cost-effective value proposition and convincing parents to pay more for the service. However, the business grew to 14 cabs with security-proof facilities like GPS and trained female drivers. The company’s major revenue source stemmed from pick-up and drop-off facilities for schoolchildren. The case discusses the various challenges faced by the company that limited its growth. The case also ends on the question of when a founder should decide to exit a business. The case is related to various concepts of entrepreneurship and marketing.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0540 |
| Title | Koala Kabs: Trouble In Transportation Terrain? |
| Pages | 12 |
| Published on | Apr 17, 2024 |
| Year of Event | 2019 |
| Authors | Roy, Subhadip; Singh, Jyoti; Choudhary, Shruti; |
| Area | Marketing (MAR) |
| Discipline | Innovation and Entrepreneurship, Marketing |
| Sector | Transportation and Logistics |
| Learning Objective | 1. Evaluate the challenges and opportunities for an entrepreneur and the need to formulate a focused strategy. 2. Understand how to create a viable and sustainable value proposition depending on the market condition. 3. Appreciate the role of novel HR policy and the need for identifying and recruiting the right talent for an entrepreneurial venture. 4. Recognise the need of having an exit strategy for a start-up. |
| Keywords | Marketing; Entrepreneurship; Brand Management; Value Proposition; Exit Strategy |
| Country | India |
| State | Delhi |
| City | Delhi |
| Organization | Koala Kabs Private Limited |
| Access | For All |
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