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Case Studies

Client brief introduction:

TIER Mobility is a micro-mobility company that provides sustainable ride-sharing solutions to its
customers. By providing people with a range of shared, light electric vehicles, from e-scooters to
e-bikes, TIER helps cities reduce their dependence on cars.
Founded in 2018 by Lawrence Leuschner, Matthias Laug and Julian Blessin, TIER is
headquartered in Berlin and currently operates in 260+ cities across 22 countries in Europe and
the Middle East. With a focus on providing the safest, most equitable and most sustainable
mobility solution, TIER has been climate-neutral since 2020 and it employs around 1000 people.

Key data:

  • 2 collaborations:
    • in 2019, for 6 months
    • in 2022, for 3 months
  • 1 TA during the first collaboration & 6 TAs during the second one
  • Hired 28 people
  • Time to hire: 18 days

Context:

TIER Mobility sought assistance from Tribe on two separate occasions, during different phases
of its growth.

The first collaboration occurred when our CEO, Martin, joined TIER as the 70th team member,
working closely with the CFO, CTO, and CEO. At this early stage, Tribe was responsible for
recruiting the engineering, product design and leadership teams. This collaboration lasted six
months and concluded once Martin successfully filled all the open positions.

In 2022, TIER once again enlisted Tribe’s support. By this time, TIER had matured and its team
was fully operational. They aimed to scale up and expand their business, so they required
professional talent to do so. Six TAs from Tribe joined TIER for three months, focusing on hiring
for sales, marketing and customer support roles. By May 2022, the market downturn led to the
cessation of IPO plans and project shutdown.

Testimonial:

‘’Team Tribe was great. They integrated into the team with speed and ease, they were
professional and very personable. Tribe helped us quickly close the gap on some of the
long-standing open roles, especially in Tech.’’

– Ebony James, Director of Talent Acquisition & Employer Branding at TIER Mobility

Need analysis:

Challenges:

  • Early team composition: initially had a single junior sales recruiter.
  • Technical foundation: built on a white-label solution that limited scalability and functionality.
  • Market context: ‘’scooter wars’’ ongoing, requiring rapid expansion and adoption.

Opportunities:

  • Optimize recruitment processes.
  • Innovate and differentiate the company’s product.

Action plan & Implementation:

During the first phase of the collaboration, Tribe focused on rehiring and expanding the product
design and engineering teams, in order to develop a custom solution.

Once done, during the second phase of the collaboration Tribe helped TIER to prepare for IPO,
focusing on sales team growth, engineering upgrades, leadership enhancements and customer
support improvements.

Results & Reflection:

  • 28 hirings done, ensuring an average of 5-6 new hires per month during peak periods.
  • Technical overhaul: rebuilt the technical team to develop a custom scooter mobility solution.
  • IPO preparation: bolstered teams ahead of the planned IPO. Focused on sales, engineering, leadership, and customer support.

Thanks to this contribution, TIER successfully scaled up. This led to:

  • A rapid team growth
  • Significant enhancements in product functionality
  • An expanded market presence

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