MAX began calling her riders champions sometime in 2017. It sounds very catchy and inspiring. However, beyond the catchphrase “MAX Champions”, what has been achieved? Have lives been impacted beyond the catchphrase?
The story behind the MAX Champion
Since 2015 when MAX was founded, she has gone on to raise $31 million in a recent Series C funding, thus bringing her total equity and debt financing to $70 million. She has also partnered with ride-hailing industry bull, Bolt as an asset financier for low-emission vehicles for drivers in Nigeria.
Another partner of hers is Jumia, the e-commerce giant where she provides zero-emission motorcycles (electric bikes) for deliveries around town. MAX is on a journey to revolutionise the transport sector in Nigeria and Africa at large through electric mobility. Despite the changes and processes on MAX’s journey, the aim remains constant — improving the quality of life of Nigerians and Africans.
When MAX came on the scene, her primary aim was to empower young Nigerians and bridge some gap in the alarming unemployment recorded in the country. What better way than to provide flexible jobs to teeming youths? Hence, the MAX Champion was born.
The MAX Champion
Meet MAX Champion 1002, Mr Segun, who resides in the ancient Bere town of Ibadan. He is a soft-spoken middle-aged man who is married with two kids. Before he became a MAX champion sometime in March, he used to run a chemist shop close to where he lived.
When asked why he switched occupations, he explained that being a chemist did not put enough food on his table and so far, in the last couple of months, he has been in a better place to provide for his family.
The MAX Champion is an average Nigerian that wants better. The MAX Champion is you and I.
The MAX Champion Model
Build and Train a Champion:
In this stage, MAX recruits and trains individuals who are interested in becoming champions. They are trained in driving safety, customer relationship management and other relevant skills needed to excel as a champion. They are also taught financial management to properly build and scale their businesses — taxi driving.
Equip the Champion:
After the champion is trained and certified fit to ride, he/she is equipped with a vehicle of choice — a three-wheeler(KeKe), motorcycle(Okada), or a Car. This is without a down payment of any kind.
Maintain/ Monitor Champions:
Throughout the course of being a champion, all champions are monitored and have personnel assigned to them to help them manage and sustain their businesses on their own, with regular town hall meetings providing communal support from fellow champions as well. They are also provided with health and vehicle insurance to further safeguard their health and interests.
Has it worked?
Currently, MAX has conducted over 9 million trips and has over 13,000 champions across five cities — Lagos, Ibadan, Gbamu Gbamu, Osogbo and Akure. Plans are currently underway to expand to Uganda and Cameroon.
In terms of profitability, the average MAX Champion earns three times or more than the industry average.
The model has been so good that other brands like Bee-mobility in Cameroon seem to have adopted/replicated the model.
Based on this success, MAX is on course to build Africa’s largest mobility tech platform.
