People Driven: A Unified GTM for inDrive's Market Expansion
How Prime startups designed the GTM expereince for Indrive.
Driving a New Era of Mobility: inDrive Launches Freight Across Nigeria
Executive Summary
Keywords
Mobilty, Market Entry, Go-to-Market
As one of the world’s fastest-growing urban mobility platforms, inDrive set out to redefine how people and goods move across cities. inDrive, a global mobility leader, faced a complex product challenge: simultaneously re-accelerating growth for its established ride-hailing service while launching a new, B2B-focused freight product in the competitive Nigerian market. Our engagement was tasked with architecting a unified GTM strategy to achieve both objectives without cannibalising resources. We delivered a hybrid product-led and sales-led growth model that leveraged penetrative pricing, offline gamification, and a strategic UGC engine.
The result was a market-making launch that dramatically increased core metrics for both products, establishing a new playbook for multi-product expansion.
Through a dual-pronged go-to-market (GTM) strategy blending product-led growth (PLG) with customer activation. Prime Startups successfully delivered a Live launch, driving 2,000+ freight app downloads within the first 8 weeks and achieving a 100% increase in daily active ride-hailing users (from 9,000 to 17,000). This positioned InDrive as the top downloaded mobility app in Nigeria following the launch.
Prime Startups guidance on Zap's go-to-market strategy has been key to our success. They’ve been an incredible partner to us, providing consistent support through good times - and challenging ones.
Results That Move The Needle
Active
Downloads
Ride
Bookings
Impressions and
Reach
“Our goal was to translate the trust we’ve built with businesses into a compelling product for consumers. The launch wasn’t just about announcing an app; it was about introducing a new, more thoughtful standard for everyday financial interactions in Nigeria.”
The Brief
inDrive’s mission was to transform urban mobility through its unique “name-your-price” model. The brief outlined two distinct but interconnected challenges:
For the New Product (inDrive.Freight): Achieve rapid market penetration for a new on-demand freight service, targeting SMEs burdened by high logistics costs. The goal was to secure early adopters and validate the product-market fit in a new region.
For the Core Product (inDrive Ride-Hailing): Reignite user acquisition and engagement in a saturated market dominated by incumbents like Uber and Bolt. The mandate was to drive significant growth in downloads, active users, and booking volume.
The overarching objective was a synchronized launch that would create market-wide buzz and position inDrive as an innovative, multi-faceted mobility platform.
The Opportunity
Africa’s urban centers face persistent challenges in transportation and logistics — from high costs and limited route flexibility to unreliable delivery timelines.
inDrive identified a major market gap: offering customers transparent, negotiable pricing and greater control over their mobility and freight experiences. By introducing inDrive.Freight, the company could extend its “Name Your Price” model — already popular in ride-hailing — into logistics, enabling users to transport goods affordably and flexibly.
The opportunity was clear: leverage the existing user base of inDrive, local partnerships, and targeted engagement strategies to accelerate adoption across Nigeria’s fast-growing mobility market.
Our Solution
Prime Startups led the design and execution of an integrated go-to-market strategy for both products — balancing product-led growth (PLG) and sales-led growth (SLG) approaches.
Key Strategic Levers
Referall Feature Development: Introduced a new referral code system to drive viral adoption, enabling users to earn rewards for inviting peers.
Penetrative Pricing: Offered discounted introductory pricing to onboard new users and generate early traction.
User-Generated Content: Activated inDrive’s community to produce authentic, peer-driven promotional content showcasing real user experiences.
Offline Engagement: Hosted trade shows, product demos, and local activations to connect directly with target audiences and build brand trust.
Gamified Experiences: Designed a “Spin & Win” physical engagement initiative that rewarded users who downloaded or booked rides — blending fun, virality, and user retention.
Stakeholder Collaboration: Worked cross-functionally with product, marketing, and engineering teams to align features, user flows, and launch priorities.
