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How to pivot your business model

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 Dubai ride-hailing app Koi started as Uber and Careem competitor. But after over a year of operations, it relaunched as an online platform for limousines, connecting car providers with online travel agencies in the city.

Speaking to Arabian Business, co-founder Ghassan Muradweij said the tech start-up could not adapt to tough competition with giants Uber and Careem but that it could succeed in tackling a common challenge in the travel industry.

“We believed in the vision that the large e-hailing companies were following and the disruption they were creating by having a car at your door step in minutes… however, we realised Koi could solve a bigger problem that the travel industry (online and traditional) was facing with the limousine business,” he said.

In this edition of Inside AB Jeremy Lawrence and Lubna Hamdan look in detail at how Koi was able to change its model and prove that success isn't always about sticking with an original idea through good times and bad. Sometimes, you just need to pivot.

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