Company Profile

History
BYKEA was established in 2016. The founder of BYKEA is Muneeb Maayr.it was operated in
Lahore, Karachi and Rawalpindi in Pakistan. In 2018, BYKEA did a partnership with Jazz to
enhance their digital connectivity and communication effectively and efficiently. Furthermore, in
same year, Bkyea join hands with MJSF, nonprofit organization that give BYKEA bikers interest
free loans to help them potentially and grow their skills and income.
In 2019, bkyea raised funding’s from local and international investor about $5.7 million and in
mid of Covid 19, bkyea secured $13 million investment as the government ban the pillion riding
to overcome the virus.

Introduction
Organizational Hierarchy
The hierarchy is established geographical base.
Locations and offices
The BYKEA have more than 47 offices in Pakistan which includes franchised and registration
offices.
Number of Total Employees
The number of current total employees are 572.
Nature of business
The nature of BYKEA business is transportation services providing. There number of employees
are 201.BYKEA provide courier services to their customers to save their money and time.
Customers can sell parcel such as gift, document or food etc. BYKEA also ensure the product
delivery and customer can easily track the product through BYKEA tracing system.
The ownership of BYKEA is private limited company and there are 3 main investors BYKEA
have that are Sarmayacar, Middle East Venture Partners & Prosus Ventures.Bykyea get fundings
of $13 million from Middle East Venture Partners, it is basically a capital form that invested in
Middle East startup firm which are run by talented entrepreneurs. The leading investors are
Sarmayacar and Prosus Ventures. Total funding raised by BYKEA in series B is $13M from
investors. Furthermore, in series A BYKEA get $5.7 million for funding in business.
Key Players
Chief Operating Officer
The chief executive officer and the co-founder of BYKEA is Rafiq Malik.He is having more than
15 year of experience in supply chains operations management, courier service, and transport
planning and technology, he is handling all operations of company.
Tech and Growth
Abdul mannan is head of tech and growth department where he performed researched on
improving and enhancing the BYKEA app software accordance with customers’ demands and
preferences. He also currently helping them to advance the technology to overcome customer
issues.
Head of Marketing
He is key member of bkyea team. He responsible for market the brand of BYKEA and related
operation’s in Pakistan. He is leading the North Islamabad with his experience in operational
services that help them to innovate new things.
VP Network Expansion (Central)
Abbas Shahid is vital player for BYKEA as he joined Bkyea team from Uber. He also have
expertise in marketing along with operation and currently leading the Lahore operations
VP Network Expansion (North)
Muhammad Usman Chaudhary is currently leading Islamabad operations as VP expansions with
having more than 14 Years’ experience in senior management and executive in telecom. He also
have an experience in handling mobile financial services, business expansions, and mainstream
commercial & e-commerce operations.
VP Network Expansion (South)
Fawad Uz Zafar Khan is currently leading the south operations as he is having more than 12 years
of experience in operation as a head.
Baset Chaudhry
Baset hold honor of wining the U-19 British world squash champion. He had expertise of finance
industry as he worked as vice president at Baltoro.
We are on a collective mission to change lives which we aim to achieve through the support of the
BYKEA Family that we have complete faith and trust in. Simplify affordable transport, logistics
and payments.

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Strategies Undertaken
Corporate level Strategy
The corporate level strategy tells what company wants to achieve. The one of cooperate level
strategy is expansion strategies which BYKEA use. BYKEA expanded their services through new
technology and capture new market. Company is expanding their operation in different cities of
Pakistan and improving their performance by adding more functions. This can also help society to
grow and the barrier of unemployment reduced and make community stronger in larger scale.
The business model of BYKEA is that company share revenue with owner. This is similar like
YouTube and give payment on monetize video view. In Pakistan, traffic jam is a big issue in
travelling and BYKEA find a way to get rid of this issue to introduce bikes that can have fastest
speed then rikshaws and cannot stuck in traffic jam as bikes cover small volume so that bikes
easily find its space

Business Unit Strategy

The business unit strategy mainly focuses on that how company going to compete. BYKEA used
cost leadership strategies to enter in Pakistan market. BYKEA provide cheap and affordable
services to their customers that every person can afford easily. With cost leadership strategy
BYKEA continuously focuses on internal efficiency of organization. The scope of BYKEA is
broader market with diverse culture markets. BYKEA win the market big market against their
competitors. BYKEA provides easy to use solution for lower and middle class. BYKEA connect
more than two million motor bikes in Karachi, Lahore, Islamabad and Rawalpindi. BYKEA also
used urdu language to connect with their target customers. This allow BYKEA to capture more
big market in Pakistan.

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Functional level strategies
Marketing
• Product mix
BYKEA Ride
BYKEA offer ride services at affordable price than rickshaw. The biggest advantage of BYKEA
ride service is that it help in dodge the traffic and customer reach their destinations in no time.
BYKEA Mart
This service help in delivering daily items to customer doorstep with in quick time.it is the best
solution who don’t have time to step out of home and easily get any essential items need in daily
life without wasting any time.
BYKEA Cash
Bkyea also provide the cash services through which customers can send their money or receive
money. Furthermore through this services customers can pay the bills without leaving his/her
house. This can be done as BYKEA representative come at door to carry out all the transactions.
BYKEA assure their customer quick and easy when making cash transactions payments
BYKEA Goods
BYKEA provide courier services without any time wasting requirements or transaction and simple
with instant package booking, live tracking and easy pick up services. .BYKEA moves customer’s
packages domestically as well as internationally within 24/hours.
BYKEA Delivery
BYKEA provide parcel delivery service that are fast and customers can easily track their parcel
through live tracing map. Moreover, BYKEA insured the customers parcel so that customer can
confidently avail BYKEA services without any fear
BYKEA classifieds
This service is great place to sell anything. Here customers can rent out or buy item through browse
different categories according with customer desire.

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Market position
BYKEA position can be detect through these figures where BYKEA get maximum funding with
little span of periods than existing competitors. BYKEA captured wide range of customer’s base
that resulted a strong market position in three major cities of Pakistan. The additional point Bkyea
operates on bike that develop hassle free introduction of thousands of riders in market and earn
through BYKEA app. BYKEA also create positioning through uniform of green color that attract
the color of every person.
Distributed channels: It’s one of the major and important decisions to choose suitable distribution
channels for business. BYKEA also provide facilities in those sectors where car is far away or
large vehicles have restriction to go in inner region of small cities. The direct channel is used as
BYKEA riders wear green uniform to market the brand name of BYKEA and providing quick and
satisfying servicing to direct customers.
BYKEA used two distributed channels to customers
1. Services provider to customers
2. Service provider to agent to customers
Services provider to customers: BYKEA has a close personal relationship with customers by
providing facilities of bill payments and BYKEA cash and delivery services where customers can
easily send and receive money and track their through google tracking map. Also providing
healthcare services to customers.
Service provider to agent to customers: Here the number of buyers are large and BYKEA
providing services to millions of people so BYKEA establish intermediaries channel by registered
BYKEA thousands of user, as on behalf of them they provide services to customers and get
numerous benefits such as income, health insurance, loan, bonuses and no limitation like they can
do part time job to increase their income.
Other intermediaries are franchises and offices of BYKEA in different cities of Pakistan. BYKEA
has more than 500 franchised operating in three main cities and help to enhance the customer base
and promoting the brand name of BYKEA.
Internet distribution Channel: BYKEA promoted their services through internet and YouTube,
television, Facebook and other electronic media act as median through which marketing messages
flow and participant participate in giving and taking services.

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Sales promotion: It’s often called below the line activities They also doing marketing campaign
through CRM, loyalty program, SMS, Digital Paid, push etc. other ways of sales promotions are:
• By giving discount through promo code
• Getting prize by referring and inviting others
• Free mask and sanitizer to customers and employees
• Promote through Celebrities
• By giving tribute to BYKEA real hero's
Public policy: Their public policy includes privacy policy and agreement that are bound to fulfill
such as under 18 age, teenager can’t make account and earn through this. Moreover, registered
bikers have to provide all data that are required to fulfil till then their agreement can be made.

Finance
Assets Management
BYKEA get the value out of assets through assets management. This can be done through 3 steps
• Set up efficient and effective structure
• An enabling culture
• Competitive employees
• Perfectly coordinated processes are essential for better performance at optimum cost
• Upgrade and used latest technology such as Managing the software app and upgrade with
new technology such as cloud assets management, SaaS, google tracking assets
management etc.
R&D: BYKEA is technology enabled platform app that grow rapidly. Through more research and
development inherit latest and easy to use. BYKEA signed an agreement with NIFT (National
Institutional Facilitation Technologies) that allows customers to make digital commerce payment
by using NIFT platform. Through corporation with K-electric, customers can easily pay through
electric bills.
Capitalization Structure is equity based. All the operations run through the investment of 3 big
investors.

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Human Resources
Personal policies
They are committed to conduct the opportunity for equal employment, respect and inclusion.
BYKEA do not tolerate any discrimination, hate against anyone and each employee of BYKEA
has fair to work in free environments.
Labor relations:
BYKEA drivers are not their employees and work as a third party so BYKEA is liable to any
indirect damages that may include loss and profit, personal injury etc. BYKEA reserves the right
to modify, suspend or terminate the BYKEA account for BYKEA riders.
Besides when we talk about employee relations so BYKEA give freedom to employees to share
their ideas and on this they give reward and appreciation and BYKEA trust on their employees
and promoted honest and open communication between employer and employees.

Management Strategies
HRM
HR give good salaries packages to their employees and they encourage fast promotion on based
of employee performance. Moreover, they giving trainings to their staff and their hiring process
include 2 panel sessions and their employment minimum criteria is 2 year of experience.
Accordance to BYKEA hiring policy BYKEA don’t accept the freshers.

Administration
• Authority
Top management has chain of command
• Discipline
BYKEA don’t compromise in disciplines.
• Unity of direction
Top management is responsible for unity of directions
• Communications
The communications flows in top management.

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Decision making (Centralize & Decentralized)
The decision making is done through decentralized system where each team member has authority
and freedom to take decision

TQM
The BYKEA do a continuous improvement by improving quality of services and user interface
service such as software’s such as
• Document test cases
• Record test progress and results
• Develop standards and procedures to determine product quality and release readiness
• Discover bugs within the software
• Drive innovation and streamline overall testing processes
• Identify, isolate, and track bugs throughout testing
• Identify any potential problems that users might encounter
• Perform manual testing

Motivation and incentive techniques:

The motivation and incentives in term of bonus and promotion is given to their employees.

Industry Analysis
Segments and target market
Both geographical and segment target is very important because BYKEA need-to-know which of
area to target for customers and who are ready to use an” o order transport services “over public
services of transportation.
Geographic:

Social Class Lower and middle class

Life style Achievers, strivers,

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 Personality Sociable, ambitious

Demographic:
Psycho-graphic:

Social Class Lower and middle class

Life style Achievers, strivers,

Personality Sociable, ambitious

Behavioral:
The behavioral targeting takes all the information browsing and through research history that are
uses to build more definite profile of customers/users and then convey the marketing message
accordance to that. Through reaching the consumer at the right time BYKEA enables their
customer’s base to avail different offering such as discount offers etc.

Product Mix 4 P’s

Product/services
BYKEA offers products at affordable prices and with quick and fast delivery the product line are:
Price
The price is different accordance with customer travel destination
Following the price penetration strategy. The fares of BYKEA are as follows

Base fare: Rs. 30

Per KM: Rs. 4

Per min: Rs. 1.5

BYKEA has a 25% percent on each ride taken from the rider. BYKEA keeps introducing various

promo codes as discount.

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Promotion
Promotion can be done through sale promotion and distributions channels
Place
BYKEA is online service provider so BYKEA have 3 offices main in three main cities.

Conclusion
BYKEA bring technology as a source of income to a family. BYKEA give price-based advantages
to their customers. BYKEA attract the customers from different strata of the society. The targeting
on the basis of economy making huge difference in mind set of economic. BYKEA provides fast
moving and time saving services

Recommendation
i. Improve the accuracy of rider pic-up locations
ii. Need more work on app software services
iii. BYKEA have to improve their marketing strategies as their competitors get edge on this.
iv. BYKEA has to focus on more retention and employee motivation

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