Extensively featured on:
- $1,184,000 annual revenue potential
- 7,200+ peak weekly total Facebook reach
- 84.6% of riders were “Happy” or “Very Happy” with the service
The Kingston Rocket was a low-cost bus company I founded and ran as CEO. We served students travelling between Toronto and Kingston and reduced prices by running school buses instead of coach buses and by running only on weekends when students would be going home.
I was solely responsible for the technical backend of our company’s payment system, and also took the lead on our marketing strategy. By paying special attention to the copy and design of email newsletters, I was able attract 2,500 subscribers on our email list, which resulted with the email channel producing the highest conversion rate out of all other marketing channels, including our Facebook page which had a peak weekly total reach of over 7,200 people. At our peak, we served almost 400 students per trip—enough to fill 9 buses!
After a successful first trip, we expanded the business as the London Rocket to service students travelling between London and Toronto. However, as our popularity spiralled into mainstream news, our competitors Greyhound and Coach Canada pursued legal action against us on the grounds of a pre-existing monopoly in the industry, forcing us to close the business.
In their notice of intervention, Greyhound estimated our annual revenue potential at $1,184,000 had we continued the business. (“$974,000 annually on the London-GTA Corridor”, and “$210,000 annually on the Kingston-Ottawa Corridor”)