BTW (ByTheWay), a mobile app developed by Avlanche, emerged as a groundbreaking carpooling app designed to revolutionize commuting in Sri Lanka, particularly between Colombo and Kandy. The app's primary objective was to provide an eco-friendly, cost-effective transportation solution for individuals travelling for work. This case study delves into the app's innovative features, the challenges faced during its initial release, the technologies employed, and the strategic plan for a relaunch.

BTW was conceived to address the growing transportation needs of individuals commuting between major Sri Lankan cities, catering primarily to those travelling for work. By facilitating carpooling, the app aimed to reduce transportation costs, and carbon emissions, and provide a comfortable commuting experience. The platform allowed hosts or drivers to earn a side income by offering rides to passengers travelling along similar routes.

Unique Features of BTW

1. Safety First - SOS Feature: To prioritize passenger safety, BTW integrated a unique SOS feature. In case of emergencies, passengers could activate the SOS button, triggering immediate alerts to their chosen contacts along with real-time location updates. This feature was instrumental in fostering a secure and trustworthy environment for users.

2. Majority Female Function: Recognizing the importance of promoting inclusivity and trust, BTW implemented a majority female function. This unique feature suggested rides with most female passengers, offering a tailored option for female riders and enhancing the overall safety of the platform.

Technologies Used

1. Flutter: BTW was developed using Flutter, a cross-platform UI toolkit known for its efficiency and seamless user experience. This choice ensured consistency across both iOS and Android platforms.

2. Bootstrapped R&D Project: The development process was initiated as a bootstrapped research and development project. This approach emphasized agility and efficiency in addressing market needs while working within the constraints of a limited budget.

3. Unique Matching Algorithm: An exclusive algorithm was designed specifically for BTW to optimize the matching logic between hosts and riders. This algorithm played a crucial role in enhancing the efficiency and effectiveness of the carpooling experience.

Challenges Faced

1. Covid-19 Skepticism: BTW encountered challenges during its initial release amid the COVID-19 pandemic. The prevailing scepticism about riding with strangers escalated, impacting user adoption and trust in carpooling services. Public health concerns led to a decline in the overall interest in shared transportation options.

2. High Costs of Google APIs: The app grappled with the high costs associated with using Google APIs. These costs posed a significant financial burden on the development and maintenance of the app, affecting its overall sustainability. The financial constraints limited the app's ability to scale and offer additional features.

3. USD Payment Restrictions: Sri Lanka faced USD payment restrictions during the app's launch, limiting the payment options available to users. This constraint hindered the app's ability to cater to a broader user base and affected the overall user experience.

4. Low Marketing Budget: The app struggled with limited marketing resources, making reaching and attracting a substantial user base challenging. Low visibility hindered the app's growth potential, and it faced difficulty competing with established transportation alternatives.

Relaunching Plan

BTW envisions a strategic relaunch to overcome previous challenges and capitalize on the growing demand for sustainable transportation solutions. The relaunch plan includes seeking investments to address financial constraints, refining the user experience, and intensifying marketing efforts. The goal is to position BTW as a frontrunner in eco-friendly and cost-effective commuting in Sri Lanka.