In September 2024, two co-founders of Joco, Jonathan Cohen from the Rockaways and Jonathan Cohen from London, walked through a 15,000-square-foot parking garage in New York City. They shared their vision of transforming the space into an e-bike hub for delivery workers. The garage would house mechanic workshops, charging stations, bathrooms, and a concierge service for riders to check in and rest.
Initially, Joco faced challenges when the NYC Department of Transportation sued them for operating a bikeshare without authorization. This led to a pivot towards last-mile delivery services. Today, Joco serves gig workers and enterprise customers with e-bike rentals and dedicated fleets across New York, Chicago, and Miami. The startup provides fleet management technology, maintenance, and docking stations to its customers.
One unique aspect of Joco’s service is the customer care they provide. The founders go above and beyond to ensure customer satisfaction, offering amenities like free bike helmets, visibility vests, and hand warmers. They prioritize customer loyalty and engagement, which has helped them grow through word of mouth rather than traditional marketing efforts.
Joco’s focus on operational efficiency and customer service has made them profitable without relying heavily on venture capital funding. They emphasize the importance of executing well and staying connected with customers to drive growth. The startup aims to expand its gig worker fleet, install more docking stations, and increase its B2B footprint in the coming year.
With plans to scale in 2025, Joco remains financially prudent and aims to leverage its existing resources for growth. By prioritizing customer needs, operational excellence, and strategic expansion, the startup is poised to meet the rising demand for last-mile delivery services in urban areas like New York City.
