Because this service had never been offered before, prior to launch we needed to validate three things;
Feasibility - would we be in breach of Consumer Trading regulations that govern car dealers, plus State laws that restrict selling on consignment, and if yes how could we work around restrictions on major car marketplace Websites (like Carsales) that limit the number of private car sales you can post each year?
Viability - would the business model work? What is the right price?
Desirability - do people want this? Will they pay for it?
We progressed with an MVP of both the Web site and the service (e.g. test-drives) to test viability and desirability, while in parallel we jumped through the three major regulatory hoops.
By November 2020 we had a partnership in place with Carsales, and had successfully proven that customers loved the service and that it can be profitable. We were ready to go!
The next stage involved scaling up our digital marketing, relaunching a new brand and Web site, and building apps and services such as our valuation app. We are constantly experimenting, with new value propositions, pricing and behind-the-scenes systems.
We survey every customer, and ask for areas of improvement. Based on this feedback we are constantly making changes, for example thanks to a recent customer’s suggestion we have designed welcome ID cards to our concierge team.
We have a strong focus on the user experience of our customers (sellers of prestige cars), and we are thrilled this has been successful, as can be seen in our 9.5/10 customer satisfaction score.