A power bank for the price of a donut. Brand transformation
The power bank rental service from 3,000+ stations came to us with the task of updating the site, but during the first briefings, it became clear that the problem was deeper: the product was systemically invisible, users walked by the stations every day without understanding what it was and why. In eight months, we've built our positioning, redesigned B2B communication, and launched a new website. Today, the service is the category leader: 40,000 stations, 6 million users, more than 70% of the market and revenue of 1.86 billion rubles. The pre-IPO was closed in three days, raising 750 million rubles and setting two stock records.
First steps towards change
The first two sprints are a full immersion: desk research, comparative analysis of 37 competitors from Russia, Europe, China and Asia, and a collection of product requirements. We identified user segments, built positioning maps, analyzed thousands of reviews and prioritized RICE problems — each received a solution and a formulated result. At the same time, we talked with users, experts and partners, collecting a user journey map, data on franchises, equipment and operational processes. Based on all this, we developed hypotheses about the product, brand image, growth points and differentiation from competitors — and began to implement them through website design, illustrations and external communications.
People who use the service
The service is aimed at people who spend time in the city. To motivate people to rent power banks, you need to introduce them in advance and make access to the product free and affordable. The constant development of LTV confirms the attractiveness of the service: more than half continue to use it, forgetting about the need to charge and carry their own power bank. That's why we've launched a subscription.
As the business grows, the complexity of scaling increases. Our task is to convince the online audience of the benefits of the service, including in the B2B context. Three-level positioning: accessibility everywhere, ease of use, and environmental friendliness.
In the right place at the right time
In addition to direct competitors, who have ten times fewer stations, the user chooses among other common solutions: use your own power bank, ask for a charger and charge it from the network, insert the phone into the charging box, or take a power bank from the establishment during lunch.
Most people have at least one power bank at home. And often several. More often than not, we don't want to take them with us or forget to charge them, because this need does not appear every day — it lasts for a day of work. So when you're in town on the last percent charge, it's easier to grab a power bank from the store along the way.
Close by and ready
There are more charging stations than ATMs on the map. You pick up at the train station in Kazan and return it at the Moscow airport. The power bank is always charged, and you can return it back somewhere else. It is comfortable to wear — it weighs just over a hundred grams. Also — no fiddling with wires — there are Lightning, Type-C and Micro-USB inside.
Caring for nature
Power banks are hazardous waste made from heavy metals. In a landfill, they are destroyed, poisoning the soil and water with harmful substances — the battery will decompose for the next hundred years. Recycling one such battery keeps a ton of water and tens of square meters of land clean.
In our case, the power bank goes through as many cycles as possible. The system is closed — after the expiration of the period of use, all power banks are sent for recycling. Most components are reused in production. This reduces the effects of the decomposition of nickel, cadmium, zinc, lithium, lead and mercury.
For everyone on the move
Get a boost to work — a service tailored to the needs of B2B and B2C audiences. It provides favorable conditions for companies and delivery services, field workers, self-employed couriers, warehouse workers and assemblers. They work with smartphones all the time.
The District Kitchen, Scooter, Delivery Club and other partners have already joined the service. Stations are rented at delivery points for a month, which is convenient for employees working in the darkstore. For couriers, a subscription allows them not to carry or charge their power banks at home, because there is a charge at every step — you rent it in one restaurant, you return it at another.
Your charging station
Another service for businesses is the ability to host a charging station for free. This is useful for shops, restaurants, offices, hotels, and other locations. The equipment is available in different sizes and works in all conditions: from cafes to large events.
Free sockets? Free power banks
Customers often turned to waiters to charge their smartphones from the network, or restaurants bought expensive boxes with power banks for the convenience of customers. Accordingly, you cannot take it with you, and the waiters had to constantly make sure that the power banks were charged at the docking station. And sometimes they were lost, or there were not enough wires. At that time, this was a separate item of expenditure, an extra burden and responsibility.
Bury Charge provides full support, covering these needs. If a power bank is stolen or broken, you won't have to pay — and there will be as many chargers as all visitors need. The service already covers most Burger King, ABC of Taste, Chocolate Girl, Leroy and others. Also, stations operate at transport hubs, airports and train stations in millionaire cities.
Get a boost for partners and investors
We have moved away from the word “franchisee” in positioning. For us, they are partners and investors who help people connect and earn money with us. By-charge provides conditions without a lump sum fee, marketing fees or hidden deductions — the partner only shares a percentage of the turnover. In return, a platform, support, and training are provided.
