Research: A Limited Labor Market
Autolab began with a deep investigation into labor. Dozens of workers and employers were interviewed and insights were drawn. The team found an acute lack of opportunity in the Latin American job space due to the small size and low level of complexity of businesses. People wanted growth – but the market was too small.
Autolab is disrupting the huge (USD $60B) yet fragmented and informal auto repair market in Latin America through a scale offering of quality end-to-end consumer service experience. Autolab opened its pilot center in August 2014 and quickly gained momentum, with an average 20% month-on-month growth. The second location will open Q3 2016.
Development: Building the Brand
I lead teams in the design of the business concept, the brand, its pilot center, even the brand naming. Later, I lead brand communication development and implementation in-store and on-line. I worked with marketing and operations teams to develop the communication strategy across customer acquisition channels, and to create a more seamless consumer experience.