Building Campus Mobility Ecosystem in Pre-Regulation Market
oloo Electric Scooters | Project Manager & Market Expansion
My role
Led market expansion for Taiwan's first shared e-scooter platform in pre-regulation environment. Pioneered campus-based growth strategy across 5 university locations, developing partnership programs, experiential marketing events, and safety education curriculum. Expanded to Kaohsiung cultural district establishing brand storytelling hub. Executed Japan's Luup-inspired strategy: build user base to demonstrate market demand and accelerate regulatory framework development.
Opportunities & Approach
How might we enter Taiwan's micromobility market before regulation exists?
No legal framework for e-scooters on public roads. Need to build market presence while waiting for government policy.
Luup-Inspired Strategy
Adopted Japan's Luup playbook: operate in authorized campus locations and designated areas to demonstrate market demand while regulatory framework develops.
How might we select initial locations that maximize impact while staying compliant?
Need controlled environments that are legal, high-traffic, and demonstrate social value to government stakeholders.
Campus-First Model
Launched 5 university partnerships as perfect MVP: enclosed areas (legal compliance), dense user base (high frequency), young demographic (early adopters), institutional credibility (government trust). Campus environments provided safety controls while building user data.
How might we drive first-time usage in a completely new product category?
E-scooters unfamiliar to Taiwan market. Need to reduce trial barriers and build confidence in safety.
Experiential Onboarding
Designed low-friction trial programs: campus orientation sessions with safety training, seasonal events with guided rides and gift incentives, collaboration with student organizations for peer-to-peer promotion. Converted試乘體驗 into actual users through immediate sign-up flow.
How might we build brand awareness and trust as Taiwan's first shared e-scooter?
Unknown brand in new category. Need to establish credibility and differentiate from future competitors.
Institutional Partnerships
Co-created safety education curriculum with universities, integrated into new student orientation programs. Partnered with campus departments for seasonal events. Built credibility through institutional endorsement rather than pure advertising. Positioned as sustainable mobility partner, not just rental service.
How might we expand to tourism districts while solving government pain points?
Need to prove broader social value beyond campus. Tourism areas face illegal rental issues and need sustainable solutions.
Government Proposal Strategy
Submitted proposals to local governments positioning oloo as solution to existing problems: illegal private bike/scooter rentals degrading urban landscape and safety. Proposed route planning that promotes local tourism and small-scale farmers. Successfully launched Pier-2 Art Center and Qiaotou Sugar Factory through government partnerships.
How might we accelerate regulatory development through market presence?
Government needs evidence before creating e-scooter framework. Our user data and safety record can influence policy.
Data-Driven Advocacy
Built operational track record demonstrating safety protocols, user adoption rates, and social benefit. Documented usage patterns, incident rates, and environmental impact. Positioned oloo as industry expert providing government with real-world data for policy development. Long-term strategy: scale to critical mass that necessitates regulation.
How might we build brand awareness and trust in a completely new product category with limited marketing budget?
Traditional advertising ineffective for unfamiliar product. Need authentic voices to build credibility and drive organic adoption.
Community Leader Partnership
Identified and partnered with campus and local influencers as brand ambassadors: student organization leaders, sustainability advocates, tourism bloggers. Co-created content showcasing real usage scenarios. Leveraged peer-to-peer credibility for organic word-of-mouth growth. Transformed early adopters into community champions who educated others on safety and benefits.
Key Achievements
Government Partnership Strategy
Extended beyond campus through strategic government proposals to tourism districts. Positioned oloo as solution to existing local problems: illegal private rentals degrading urban landscape and safety. Developed route planning that promoted local tourism and small-scale farmers. Successfully launched Kaohsiung Pier-2 Art Center and Qiaotou Sugar Factory locations, demonstrating value-driven approach to government relations and market expansion.
Institutional Partnership Model
Built 5 university partnerships through co-created value: safety education integrated into orientation programs, campus event collaborations, and sustainable mobility positioning. Achieved institutional endorsement that built brand trust more effectively than traditional advertising in new product category.
First-Mover Market Entry
Pioneered Taiwan's shared e-scooter market before regulatory framework existed. Developed campus-first strategy that balanced legal compliance with market development, establishing oloo as category leader with institutional credibility and operational track record for future regulatory discussions.
Experiential User Acquisition
Designed trial-to-conversion programs that reduced adoption barriers through campus events, guided rides, and gift incentives. Integrated seamless sign-up flow immediately after positive first experience. Built early user base that demonstrated market demand to government stakeholders.
Impact and Outcomes
Safety Education Video Series
Developed instructional content transforming unfamiliar product into accessible mobility solution. Step-by-step visual tutorials covering equipment setup, riding techniques, and safety protocols. Reduced onboarding friction and built user confidence through self-paced learning format.
