Uber

I managed a team of seven consultants while determining offline marketing initiatives to gain more couriers for UberEats. We worked directly with the Uber SF Operations team.



Broad initiatives
Deliverable 1

Problem:

We've explore internet marketing of all sorts (i.e. Facebook) but how might we attract more drivers through offline strategies?

Solution:

(specifics not disclosed under nda)

Determine target advertisement mediums with a top-down process. Create general list of traditional offline advertisement (i.e. billboards, mail, newspapers), then prioritize based on Uber drivers' target demographics / tendencies.


Specific Go-To-Market Strategies
Deliverable 2

Problem:

Now that we have a list of possible strategies, how can we implement them? More importantly, how can we minimize cost on first-trip conversions?

Solution:

(specifics not disclosed under nda)

Estimate cost and resources necessary for each strategy. Furthermore, ballpark a number for acquired drivers using market sizing techniques. Calculate cost per first-trip and rank with explicit justifications.