The VER company began its activity in 2012 as a roadside assistance service called “All tow trucks in our country.” Today, the company’s services are integrated into Yandex.Navigator, RosShtraf, Auto.ru and Car Launcher
Task
Develop a federal ecosystem of services for motorists, which will connect b2c users and b2b partners through IT infrastructure.
Solution
Since it was clear from the very beginning that it was impossible to create a single fleet of tow trucks throughout our country, the All Tow Trucks in Our Country service was built as an IT ecosystem that unites motorists and companies ready to help them in a variety of traffic situations.
implementation
Step 1
The whole ecosystem has evolved thanks to the presence of feedback. At each stage, new proposals were formed from the needs of customers. So the evacuation service quickly became a “tender” service, when each request is offered to several performers – this allows you to quickly find the nearest suitable car.
The next step was to reduce transaction costs for order processing and reduce the impact of the human factor. Initially, most of the orders from end users went by phone and through the website. Now the share of voice orders has been reduced to 25%, the rest comes from partner applications. For performers – tow trucks and other service providers – a special application has been developed, it is more profitable and faster to accept orders in it than by phone.
To process orders, the company switched to its own servers, which show high fault tolerance with increased traffic (grew 300 times over the past two years). In addition, our own event prediction system was developed, which helps to engage more employees in the contact center in time and prepare servers for increased load.
Now the company offers 18 different services and continues to expand the range. Thanks to the implementation of the product factory mechanism, in 2020 any existing product solution is upgraded on a turnkey basis in five working days, and the launch of a new product takes 10-15 working days. This speed and the presence of a partner network of various automotive integrators allows you to effectively distribute the product.
Step 2
Creating only IT infrastructure was not enough. It was also necessary to find the best way to promote services. The solution was a roadside assistance card sold through dealerships. End customers received high-quality support service at the moment when they needed it, and dealers – the expansion of the product portfolio. As a result, VER has developed a principled position – not to contact directly with individuals, but to promote its services through a network of partners providing services to motorists – dealers, leasing and insurance companies, banks. Today, these are 105 federal companies and 300 point regional car dealerships, business is conducted only in the b2b segment, and services are already provided to the end client.
Distribution through partners and the rapid introduction of new products allows for rapid growth: compared to 2019, revenue increased by 3,5 times, largely due to a popular product – a guarantee. If the client lost his job and was left without the opportunity to close the loan obligations, then VER makes from two to six payments. At the moment, there are variations of the guarantee for individuals and legal entities and individual entrepreneurs, for servicing leasing and banking products.
In 2020, legal support for product sales, a call center, and a quality service developed and scaled up, which had a positive impact on sales.
Step 3
Yandex.Navigator, RosShtraf, Auto.ru, Car Launcher platforms have become an additional promotion channel; integration with 2GIS is being prepared. The driver can request and receive the service directly through the application of the partner he already trusts, in a familiar and understandable interface. Also, VER is developing cooperation with financial leaders in the field of auto insurance and plans to become a participant in car manufacturers’ programs.
Result
All current VER products are in stable demand. This is due to the regulations of the product factory – a request from a partner is taken into work and synergy is built with existing services.
The company does not invent products from scratch and does not spend resources on finding ways to promote them. For each request, the potential is evaluated, profitability is calculated, the legal side is checked and links with the current service portfolio are searched. Further, the new solution is distributed through other partners.
The main task is to give partners a commercially successful product that keeps up with the times and has development prospects. To do this, you need to constantly modernize, anticipate expectations and be at the forefront in an unstable economic situation.
For example, the extended warranty service is very popular with dealers and their customers, especially when selling used cars. It involves many variations for specific car models, their different components and is calculated for a different number of years.
Plans and prospects
In June 2021, a new product was launched on the market – tire-rims. It complements CASCO and allows the client to quickly eliminate the defect on tires and wheels or get a new wheel from an authorized dealer. The service launched in the shortest possible time and was warmly received in the dealer community. This is the fourth new product in the last six months. It fits well into both the extended warranty and help card, and can be sold on its own or in addition to other offerings.
Anyone can submit an idea for a new product right on the VER website.