Cold Call Careem: Riding the First Unicorn in the Middle East
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May 29, 2018 Shikhar Ghosh, Course head for Founder's Journey at Harvard Business School and successful entrepreneur, shares insights on Careem, the Middle East's ride-hailing unicorn. He discusses the impressive growth from 4,000 to 4 million customers, highlighting the challenges of maintaining company culture during rapid expansion. Ghosh also emphasizes how empowering employees, dubbed 'captains,' was pivotal in building professionalism. The conversation dives into innovative solutions Careem implemented to navigate the unique obstacles of the regional market.
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Founders Inspired by Life Events
- Two consultants inspired by personal life events founded Careem to impact lives through business.
- One founder's emergency brain surgery prompted a drive to build something meaningful and transformative.
Tailoring Ride-Hailing to The Middle East
- Careem adapted the ride-hailing model to fit Middle Eastern cultural norms, safety, and labor structures.
- This involved addressing unique regional challenges like women's safety and migrant labor conditions.
Elevating Drivers to 'Captains'
- Founders shifted from seeing drivers as laborers to dignified professionals called 'captains'.
- They invested in training captains in professionalism, punctuality, and respect, improving their lives significantly.