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Pricing · Supply Fix

The Biggest Price Increase in Company History — Followed by 50 Straight Weeks of Growth

Situation

A city had grown to a few thousand weekly trips, then flatlined for months despite continued effort.

Challenge

More marketing and driver recruiting weren't fixing it. Something structural was capping growth.

Approach

The data pointed to price, not demand: fares were priced so low that drivers couldn't earn enough to stick around, so supply never grew — and no amount of scale would fix pay that was structurally too low. The fix was a single 18% price increase, the largest the company had made to date, requiring the CEO's personal sign-off.

50 wks
consecutive weeks of growth after the change
4k → 150k+
weekly trips within a year
18%
single price increase — a company record
Profitable
throughout, no incentive burn needed
Key takeaway When a marketplace stalls, the instinct is to spend more. Often the real fix is priced in — drivers need to earn enough to show up, and no amount of marketing spend fixes an underlying wage problem.

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