1. Kogod Case Competition
T4 Consulting
Minh Nguyen, Rim Filali, Sasha Kanahmelli,
Sophie Zhang
1

2. • Overview
• Key Topics
• Timeline
• Recommendations
• Future Outlooks
• Conclusions
2
Agenda

3. Problem Statements:
• Lack of strong ridership within Washington D.C.
• Persistently negative press
• Distrust in drivers and company services
3
Overview
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions

4. • Refine service
• Targeted marketing campaign
• Feature app update
• Increase ridership
• Improve brand image
4
Key Topics
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions

5. 5
Timeline
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions
People
• Target market
• DC Riders
• Drivers
Process
• UberTraining
• UberFavorites
• UberGives
Technology
• App features
• Social
Networking
• Promotion
campaigns

6. 6
Recommendations
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions

7. 7
Recommendation: Year 1
UberTraining
Current Practice:
• 7x7 executive
transportation
• Training administered for
rating 4.6 & below
• 45 min videos on website
Current Problems:
• No assurance of
completion
• No training prior to
driving
Current Proposal:
• 12 hours in 3 days
• 30-day grace period
• Incentive: Certification
visible on profile
Cost: $480,000
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions

8. 8
Recommendation: Year 1
Cost: $2,000
Social Media
Increase social networking presence
Promotion: $10 ride credit
• Twitter: 100
• Instagram: 50
• Facebook: 50
Prepare for year 2
Industry Best Practice
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions

9. 9
Internal Development: Year 1
Uber Application
Back end
• Develop and test UberFavorites
• Alpha testing: 10 months
• Beta testing: 2 months
• Public release: year 2
Cost: $3,800
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions

10. 10
Recommendation: Year 2
UberFavorites
Current Practice:
• Internal review
system
Current Problems:
• Bad press
• Untrustworthy
drivers
Current Proposal:
• Favorite button
• Trust system
• Visible rider reviews
Cost: $3,800
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions

11. 11
Recommendation: Years 2-3
Marketing
Campaign
UberGives
OutreachSocial
Media
Goal: Increase ridership and improve reputation
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions

12. 12
Recommendation: Year 2
Social Media
Utilize social media presence
• Video blasts: Twitter, Facebook, Instagram
• Continuation of promotions
Cost: $2,000
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions

13. 13
Recommendation: Year 3
Cost: $4,500
Outreach
Sponsored Events:
• Women empowerment events
• i.e. Start-up weekend
UberGives:
• Red Cross Blood Drives
• Christmas Eve Wreath Laying
• Breast Cancer Awareness Month
• Every Monday
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions

14. 14
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Future Outlooks
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions
Expansion
Expand Test Market
• SW:
• UberGives
- Museums
• SE:
• Nightlife
• U street festival
• NE:
• Catholic University of American
• Gallaudet University
• Trinity Washington University

15. 15
Overview Timeline Stakeholders
Innovative
Potential
Solutions Challenges
Future
Outlooks
Conclusions
Overview Key Topics Timeline Recommendations Future Outlooks Conclusions
Year 1:
•Uber Training
•Establish Social
Media Presence
•UberFavorites
Year 2:
•Marketing
Implementations
•Video Blasts
•UberFavorites
Release
Year 3:
•Sponsored Events
•UberGives
Years 4-5:
•Expansion of test
market

16. Kogod Case Competition
T4 Consulting
Minh Nguyen, Rim Filali, Sasha Kanahmelli,
Sophie Zhang
16

17. 17
Appendix

18. 18
Appendix