Business Intelligence for Startups: Powering Car Rental Marketplace with PowerBI

Industry: Internet Marketplaces, SaaS Startups

Challenge: The customer, a leading Romanian startup in the car rental space developed an innovative online platform, enabling secure vehicle borrowing from local owners. While gaining traction, their data-driven decision-making was hampered by a lack of intuitive reporting mechanisms.

With disparate data points scattered across a MongoDB backend, extracting crucial business insights was complex and manual. This inhibited strategic growth and operational efficiency.

Understanding critical metrics such as reservation volumes, revenue, profit margins, fleet owner affiliations, customer data, reservation durations, and car availability was essential for their growth.

Their existing reporting process required labor-intensive queries, with no automated process for gathering or visualizing data. They needed an advanced yet user-friendly solution to harness their unstructured and denormalized data for smart business intelligence.


We engineered a comprehensive solution starting with the adoption of a Windows server-based environment to accommodate Python ETLs. These ETLs were tailored to refine and restructure raw MongoDB data into an analysis-ready format saved in a MariaDB database. Additionally, we established a PowerBI gateway, creating a bridge between the MariaDB database and the online PowerBI Services.

Power BI is a collection of software services, apps, and connectors that work together to turn your unrelated sources of data into coherent, visually immersive, and interactive insights.

Schematic illustration of's data analytics architecture before and after integration.

Visual Enhancements
We developed PowerBI dashboards that brought newfound clarity to the startup’s data, including:

  • Number of Reservations Over Time, Revenue, Gross Profit: Showcasing trends and aiding in overall business understanding.
Business Intelligence Data Analytics Dashboard showing number of reservations and revenue over time for a car rental platform.
  • Gross Revenue and Profit Analysis: Delivering insights into financial health and profitability, with drill-down options by city, car fleet owner, and car class.
Business Intelligence Data Analytics Dashboard depicting gross revenue and profit by car for a car rental service.
  • Fleet Utilization: Displaying car availability and usage, optimizing fleet management. High-demand car models indicated opportunities for expansion, while underutilized cars suggested potential for divestment to free up capital.
Business Intelligence Data Analytics PowerBI Dashboard displaying fleet utilization stats for a well known Eastern Europe Car Rental Marketplace


The PowerBI integration revolutionized how interacted with their data:

  • Enhanced Decision-Making: Intuitive business intelligence dashboards now guide the founding team’s strategic decisions.
  • Real-time Business Intelligence: With live data feeds, stakeholders keep a pulse on key metrics, identifying trends and making proactive adjustments.
  • Operational Efficiency: Time spent on data queries and analysis reduced drastically, freeing resources for platform development, bugs fixing and company growth.

Technologies and Tools

  • Databases: MongoDB, MariaDB
  • Programming Language: Python
  • Business Intelligence: PowerBI Gateway, PowerBI Services, PowerBI Desktop