This is the story of Go Go Grandparent —When Justin Boogaard was living with his grandmother, she noticed how easily he could call for an Uber when he needed to go somewhere. He tried to show her how to use an app on an iPhone but she just couldn’t understand where to press or how to ask for help.
So Justin would order cars to come for her. Grandma would call him and he would arrange the transport.
And then a lightbulb went off – how many other grandparents could he help? Is there a market for other seniors who need a lower tech way to get a ride and could benefit from how Uber and Lyft work.
Justin and a business partner, David Lung created Go Go Grandparents.
His user interface was simple.
The telephone.
You set up an account for grandma or grandpa on a telephone talking to a human being. (Digital savvy grandchildren can go online and sign them up and register a credit card).
To get a car, you call a phone number (855) 464 – 6872 and press #1 on the phone a car will show up in 15 minutes. (Go Go arranges the service with Uber or Lyft). You can even show your grandparent a demo so they understand how to order a car on their phone.
When you want to come home from the beauty parlor, supermarket or drug store, you call the same number and press 3. (Pick me up from where you dropped me off). GGG serves as a concierge helping the elderly parent or grandparent with the arrangement. They tack on a nominal fee of a few dollars to the cost of Uber or Lyft.
Marketing Lessons
Taking a service and refocusing the target saw an opportunity and didn’t want to recreate Uber or Lyft. Instead, he piggybacked on what they do, but just served the unique requirements of a specific market. He took the apps and high-tech away so that anyone with a telephone could use his service.
And my favorite thing — all his employees aren’t colleagues or associates but are called grandchildren.
- What happens when you simplify the user’s experience so that it can serve a specific audience. (people who are elderly, left-handed, red-headed or tall).
- Can your core product be vastly simplified for an audience who doesn’t need so much choice? Like a physical bookstore who only sells the top 100 books? Or a wine store (online) with fewer choices like WINC.
- When you see your product or services through the eyes of a unique community and population, you may find a new niche and possible market where you don’t have competition. (Yoga for seniors, haircuts for young children, dog sitting services for disabled).
Since my 90-year-old mom, Bea is still able to tap on an Uber app, I haven’t set her up on Go Go Grandparent. But, someday, it might be the exact solution to help her with some basic needs.
Is there a new market for what you sell that is right in front of your eyes? Not sure, go ask your grandma.
Need help finding a niche or rethinking your strategy? Call my mom and she will tell you how wonderful I am. Or just email me at jeffslater@themarketingsage.com or 919 720 0995.
Photo credit: Go Go Grandparents Photo by Mick Tinbergen _ Unsplash
