Enterprise capability.
An SME opportunity.

Drive Software Solutions had built Oracle-based fleet-management technology for large corporate fleets. We developed the strategy from the outset, identifying an opportunity to make that capability accessible to smaller organisations through a focused, lower-price product.

SMEs often lacked dedicated fleet managers. Reaching them required a focused offer and a product experience designed for people managing vehicles alongside other responsibilities.

We investigated market segments, behaviours, barriers to adoption, decision-makers and stakeholder groups. The questions came before the creative work: what would this improve, why would it matter and who would care enough to act?

That work focused attention on the grey fleet: employees using their own vehicles for work. Changing approaches to company cars, allowances and mileage reimbursement formed part of the context. For owner-managed businesses and directors, visibility of vehicles used for work and records such as business-use insurance could be fragmented. Experience in the care sector helped us recognise the practical pressures.

We identified HR teams as an important audience alongside owners and directors. Their limited time and lack of specialist fleet-management expertise shaped what the product needed to explain and how it should work.

ODO brought the enterprise technology into a simpler desktop and dashboard experience for SMEs. We developed the name, proposition and marketing strategy, with UX and UI guidance shaped around the intended user.

This gave Drive a distinct offer for smaller employers, using its underlying capability through a more accessible product.

We connected market insight, product positioning, brand and interface guidance, then developed the key marketing tools ready for launch. The work gave the product team and communications a shared direction.

The intended user’s needs informed both the interface and the way the offer was explained, keeping the product experience and sales proposition aligned.

The work turned an identified market gap into a defined SME offer, ready to be taken to market. Matthew Kaye’s testimonial confirms the translation of the complex platform into an SME product, alongside branding and marketing tools ready for launch.