JustNaik is an affordable full-stack digital platform that helps stage bus operators of any size to manage and empower drivers, grow ridership, go cashless and optimise costs using modern technology. It implements an innovative QR “scan-and-ride” account-based ticketing which provides its platform with a competitive edge in the smart transport market.
Since 2018, its solution has helped 20,000 citizens in Petaling Jaya to take the PJ City Bus shuttle confidently, empowered more than 30 bus drivers and handled close to 1,000 customer enquiries. Its aim is to become the preferred smart transport solution provider in the Southeast Asian region.
THE BRIEF
With its in-house proprietary transportation system which provides full end-to-end service, JustNaik is on a mission to enhance the overall bus transportation experience from its service, ridership and revenue model. Its objective is to be able to collect and analyse key data including routes, customer experience and fuel efficiency to name a few which then acts as valuable insights in order to improve the overall system.
INSIGHTS
Stemming from his personal experience as a bus rider, the founder identified various problems with the current systems including revenue loss due to fare fraud by bus drivers, costly proprietary fare payment system, poor driver compliance and poor ridership largely due to inefficiencies and lack of trust in the system. The industry itself poses its own set of challenges including being highly fragmented with 99 bus operators in Peninsula Malaysia alone, 40,000 buses across Malaysia, sensitive data which bus operators are reluctant to share due to potential public perception and most bus companies operating on extremely thin margins with some dependent on government subsidies.
The silver lining of the global Covid 19 pandemic is that there are now more bus operators who are open to the idea of digitalisation. Even then, JustNaik is a relatively new and small entrant in the market who is up against transport industry giants that have legacy systems in place, little to no appetite for innovation and no IT infrastructure. How can JustNaik market to these companies such that they are willing to consider becoming part of the modernisation era of transport?
OUR OBJECTIVE
To create a brand narrative that positions JustNaik as the next revolutionary technology system that will change the transportation industry
OUR STRATEGY
We embarked on the Brand Canvas Model exercise to fine tune the brand story to make it more palatable for the common man and woman on the street.
THE OUTCOME
Brand Canvas Model
JustNaik had a very clear direction moving forward but struggled with articulating its business due to the use of tech jargon which is not easily understood by those who don’t have any tech background. We made a clear distinction between communications to bus riders - who would value the safety, cashless transactions and overall ridership experience - and to potential partners - who would value the efficiency, cost-saving measures and future-proof model that the system offers.
Before
After