Potloc: innovating marketing research while serving local communities

You have been looking at this empty store on your street for weeks and dreaming that a bakery opened there so you could get your daily fresh baguette… what if you could turn your dream into reality? Potloc might be the new innovation to help you do this, in Montreal and throughout the world!

rodolphe

It all started when Rodolphe Barrere and Louis Delaoustre, two French buddies studying at HEC Montréal walked in their neighborhood (the not so original but oh so picturesque Plateau Mont Royal) and started betting how long a new shop would last in that street and how long before they would go under bankruptcy and they were usually not wrong.

They had pinpointed the problem: desertification of retail. Now, they wondered how they could find a solution.

Tackling a concrete problem

Rodolphe and Louis started questioning people in the streets of Plateau Mont Royal about the kind of businesses they would like to see in their district and progressively, in a year, they collected 5000 answers throughout the city. This was a unique bundle of qualified information. They had created a local collective intelligence.

The social innovation orientation of the startup was clear from the beginning – using crowdsourcing to create smart neighborhoods and involving citizens in the selection of retailers – but it also had to become profit-driven.

Finding a business solution

potloc1

Now that they knew what the community needs were, they had to find the right entrepreneurs to answer these needs and this is how Potloc became a unique B2B tool for retailers to find the ideal location for their business. In other words, Potloc is selling location-based data and exclusive market research. Using social media, the team mobilizes residents of a specific district to vote on which stores they would like to see open. Through a home-made algorithm, the team is able to understand customer intents and to analyse the positive feeling under comments.

Growing by expanding throughout the world

“We offer services worldwide – although I have never been to Chicago, I can help a client find out if opening a sauna in a specific street is worthy or not. It works just like Airbnb”

If Rodolphe does not need to live in Chicago to offer services there, the company has already grown by opening a second office in Lille, in the north of France. The city was chosen instead of Paris because it is the capital of retail, where most clients are and in the future, Potloc is planning on opening offices in Toronto and in the US.

What Potloc is now doing is very simple: it serves as an intermediary between citizens, retailers and property developers. Revitalizing local retail is a real problem in Montreal and its suburbs. It is more and more difficult for retailers to survive and it is with a renewed optimism that Innovation Montreal tells the story of Potloc and Moose, two innovative startups that decided to tackle that issue with different means.

Making Montreal taxi industry greener and more innovative

When we discuss car transportation apps we usually think of Uber and especially in Montreal, we move to a controversial tone. But there are other apps that make car transportation more innovative, more sustainable and more compliant, like Teo Taxi.

Montreal is becoming a pioneer in electric energies

teotaxi.png

If we come back five years ago, in 2012, the Montreal market was not ready for these kinds of applications but Patrick Gagné was. This innovator started a first app for booking taxis in Montreal but because of reluctant taxi companies, it was not successful at that time. Since then, he met with the right people and developed his passion for urban mobility and smart city initiatives and became one of the co-founders of Teo Taxi.

Today, Teo Taxi is a successful impact-driven project, innovating the taxi industry. It all started with motivated entrepreneurs and money. Initiated by billionaire Alexandre Taillefer and his growth capital fund XPND Capital, Taxelco is the corporation that drives Teo Taxi.

Controlling the value chain

Instead of trying to change the mindset of taxi companies to use electric cars, Taxelco simply integrated a part of the value chain and bought one company, Taxi Hochelaga, in August 2015.

patrick gagne.jpg“Controlling the second-largest taxi network in Montreal was a big asset to implement change”, Patrick Gagné

With additional financing from Claridge Investment and public subsidies from the Caisse de dépôt et placement du Québec, Teo Taxi was launched in November 2015 with an exclusively electric fleet.

Working hand in hand with the Quebec province

teotaxi2

This is obviously made possible by a good relationship with public services. Just like Uber, Teo Taxi is part of a pilot project from Quebec to position Montreal as a green and to turn public transports into responsible economic and social development tools. The province amended previous regulations to allow Taxelco to rent taxi permits. In the context of a new car electrification program, a $5-million grant was also given.

What makes the venture so attractive is its unique positioning, combining the tech innovation of an app with the professionalism of the traditional taxi industry.

“We are partners with the taxi industry and comply with local politicians’ expectations.”

A promising future in expansion 

teotaxi3

Teo Taxi owns its research infrastructure and its electric cars fleet (the very recognizable fleet of green and white Nissan Leaf, Tesla and Kia Soul vehicle). And Taxelco has a wider purpose. It has already started discussing similar projects in other cities in the world such as Winnipeg in Canada, Mulhouse in France, Colombus in the US (Ohio). Other projects also include launching electric taxibuses with the overall purpose that economic and social benefits are derived from the use of electric vehicles.