Zipcar founder took direct approach to recovering from a mistake

03/4/2013 | Inc. online (free registration)

Once Zipcar had accumulated about 400 customers, founder Robin Chase discovered the rate it was charging was much too low. She wrote an e-mail to customers explaining that the price would have to go up, and she apologized for the error. Most of the customers who responded were supportive of the decision. "Had we not increased the rates, I'm not sure that we could ever have reached profitability," Chase said.

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