The marketing operating system for Spiro Kenya. Built around the real KPIs in the Head of Marketing JD, rider acquisition, swap demand, channel ROAS, retention, brand SOV, sacco partnerships and competitor watch. Switch the role in the sidebar to see how each member of the marketing team uses this dashboard.
Kenya's electric two-wheeler share more than doubled in 12 months, from 7.1% in 2024 to 15.3% in 2025. The S-curve has bent. The next 24 months will decide who owns the boda economy. Spiro is best-positioned by capital, network, and price.
Spiro went from zero to 60,000 bikes deployed in under four years. The capital, the swap network and the bike are world-class. The remaining job, and it's a marketing job, is converting that lead into rider preference before competitors close the gap.
1,500+ swap stations live across Africa. 400 in Kenya. Roam runs zero. M-Kopa runs zero. Every new station is a moat.
A complete head-to-head: business model, pricing, network, funding, marketing channels, social presence, recent moves, vulnerabilities, and the marketing counter-move I'd run for each. Click any tab to switch the head-to-head radar.
Two axes that decide a boda rider's choice: how affordable is it (X) and how reliable is the energy network (Y)? Bubble size = brand awareness today. Spiro sits in the empty top-right quadrant. The strategic job is to defend it before competitors build network.
Most marketing teams audit their own copy. Almost nobody audits their competitors' copy line by line. This is what the category currently sounds like, and where Spiro can win the language battle simply by being more specific, more vernacular and more rider-first than every alternative.
A single 'boda rider' persona is the laziest brief in marketing. Spiro's funnel needs three. Click any portrait to load the brief, including their drivers, barriers, where to reach them, and the journey we'd run for them.
Same 16 hours. Same trips. Same earnings. The only thing that changes is what they spend to keep the wheels moving. Spiro's value prop isn't 'green'. It's 18× more take-home pay at the end of the day.
The fastest argument we can make to a Kenyan rider isn't a chart, it's a meter. Each dial below ticks live, in shillings, as the boda day plays out. Adjust the trips-per-day knob to model any rider. By the time the panel finishes reading this paragraph, the Spiro rider has already pocketed enough for chai.
Marketing starts with listening. This wall mirrors the conversations Spiro riders are actually having about us, the love, the friction and the fixes they want first. The painful ones are pinned at the top on purpose: that's where the next 90 days of work lives.
Until ops fixes battery availability, marketing must stop promoting "90-second swap" in Westlands and Mombasa peak hours and instead push the swap-station live status WhatsApp bot so riders only travel when batteries are ready.
Co-locate "Swap + Service" at the top 30 stations. Marketing repositions stations from "battery point" to a full pit-stop, drives both perception and dwell time.
The Spiro × M-KOPA financing line and rider-savings testimonials are dominating positive sentiment. Make them the hero of all paid social for Q1 and turn the top 5 quotes into UGC ads with the riders' permission.
Bubble = riders in county. Colour = current EV share. Priority tier (P0/P1/P2) tells the field team where to send swap stations, sacco BD reps and vernacular media spend first. Mombasa, Thika and Nakuru are the 2026 must-wins.
Spiro's competitive moat is the swap network, but a network is only a moat if it's where the riders are. Hover any county to see the boda population, our station count, what competitors have planted, and the precise marketing move I'd lead with, sequenced as Defend, Build, or Scout.
Combined working-boda population: ~135k. M-KOPA already has customers in these counties through solar, we can ride that channel into the Ekon launch and own four counties before any competitor lifts a finger.
A working brand voice anyone on the team can use. Four principles, a five-language phrasebook, and the say-this/not-that table the agency, the field team and the social manager all share.
Real Kenyan creators, ranked by a custom Spiro Fit Score (audience overlap × content fit × brand safety × cost efficiency). A blended portfolio: 1–2 megas for fame, 3–4 macros for reach, and a chairman-led nano programme nobody else can copy. Refreshed weekly.
Most trusted everyday voice in Kenya. His 'mahustle' & 'boss life' satire literally is the Spiro target audience. Used right, a Wakavinye sketch about a husband switching to Spiro, turns into national folklore. Premium price; we'd anchor him to the Q1 brand launch only.
One platform idea, three executions, four channels, one rallying cry. Built around what riders already say to each other after the first week on a Spiro: 'Hii ndio power', this is the real power.
Spiro power doesn't come from a tank. It comes from a swap. And every swap puts KSh 600 back into the rider's pocket. Power, financial, social, environmental.
Recommended Q3–Q4 2026 mix. Sacco partnerships and vernacular radio are the cheapest acquisition channels in the country and Spiro under-uses both. Meta is over-priced for this audience and gets cut. WhatsApp Business is the dark-horse retention channel.
Acquisition gets the rider on the bike. Retention is what makes the unit economics work. These five automated journeys, in priority order, are what I'd ship first using Spiro's existing MoEngage stack (the marketing automation tool that sends the right SMS / WhatsApp / push notification at the right moment in the rider's lifecycle).
Most candidates pitch a 30-60-90 plan as a static slide. This is mine, day by day, with the leading-indicator KPIs evolving live. Drag the timeline, or hit play, and see what's being shipped on day 8, day 45, day 78 and what it does to test rides, CAC, retention and the rider pain-point sentiment from the listening wall.
Not a wishlist. A sequence. Listen first, ship second, scale third. Each phase has a single guiding intent and 6 concrete deliverables you can hold me to in week 13.
Strategy is what we say in the boardroom. Sales-enablement is what the agent says at the stage at 7am on Tuesday. Three artefacts the field team would actually carry.
Not a long list of safe ideas. Six non-obvious bets, each scored on brand lift, sales impact, cost, and speed to launch, plus the honest reason it beats the obvious choice. Click any bet to see the playbook.
A 90-day projected funnel under the recommended channel mix. The biggest drop-off is reach → engagement (TikTok scroll fatigue) and signed → first swap (the activation gap MoEngage J03 closes).
A live model the panel can play with on screen. Drag any input, the riders acquired, profit per rider, LTV/CAC and payback recalculate instantly. Defaults are public-domain market estimates.
Not the founder-deck SWOT. The marketing-team SWOT. What we'd act on this quarter.
Six risks, sized by probability × impact, each with a mitigation we'd own from day one.
The report a sharp Head of Marketing actually sends on a Monday morning: five numbers, one narrative, three decisions, one risk. Pick the period and the audience, the brief rewrites itself to the right tone. Copy, print, download or email straight from here.
Three reasons I'd be a strong Head of Marketing for Spiro Kenya, and one promise about what week one looks like.
In my first 30 days you won't get a strategy deck. You'll get a working performance dashboard like this one, 12 rider ride-alongs documented from the stage up, a marketing-ops audit on every EXCO desk, and the first 5 sacco MOUs in motion. Then we ship.