A presentation by Esther Porte, Product Marketing Manager, Uber How to launch new business lines at a company like Uber. Learn about the role of product marketing in the launches of JUMP e-bikes and scooters and how PMMs are delivering on the vision of Uber as a platform. Presented to the product marketing community at the Product Marketing Summit New York 2019

1. 0 - 1 Launches
Product Marketing Summit
March 21st, 2019 | NYC
Esther Porte, PMM @Uber

2. Video - SxSw

5. Hi, meet
Esther Porte
Product Marketing Manager, New Mobility, @Uber

6. 01 PMM @Uber
02 Bikes & Scooters GTM Strategy
03 JUMP Brand
05 Forward looking: Uber as a platform
06 Q&A
Agenda

7. The voice of the user to product, and the voice of the product to users
We are right- and left-brained
We build for business impacts
PMM Values

8. Driving user adoption is
not an afterthought.
We build it into the
entire experience from
day one.
“INBOUND” “OUTBOUND”

9. Mega-
Regional
Mktg
Teams
Mega-
Regional
Mktg
Teams
Cross-functional working model
PM
PMM
Eng
DS
Design
Prod
Ops
Policy
Mega-
Regional
Mktg
Teams
CRM,
Channel
managers
Product Team
Shared OKRs
UX
Research
BD

10. Product/Market Fit
Market analysis &
business case
Go-To-Market
Global Creative
Asset Toolkit*
Launch Plan and
testing framework
Work with PM, Ops, UXR, &
DS
Work with MR Marketing,
Creative, Comms, DS, & Ops
Unlock Growth
Product roadmap
iteration
Work with PM, Marketing,
& BD
Scale Globally
Work with Prod Ops, MR
Marketing & Ops
User insights
(quant/qual)
Value proposition &
Roadmap definition
Global Product
Marketing Brief
Channel
development
Channel
experimentation
Best Practices
Playbook
Global lifecycle
comms optimization
Cross-Functional Leadership
PMM Core Responsibilities
* For Global campaigns and/or launches that will scale globally and will benefit from centralized production

11. PMM at Other Tech Companies
Outbound
(Campaign
Strategy)
Inbound
(Product
Strategy)
PMM
Focus

12. Key takeaways:
1. PMM is conduit between product & marketing teams
1. PMM is a global role, often with in-market counterparts
2. PMM has varying influence over product direction, but tends to own product
adoption

13. Bikes & Scooters
Go To Market Strategy

14. Going out
18%
To riders, Uber is mostly about going
out
Road trips
5%
Errands
35%
Other use
cases
50%
Going out
50%
Uber trips in urban areasAll travels in urban areas
Commute
42%
All transportation in SF defined by a survey of urban riders - weekly transportation habits
Based on hour of ride, in major urban areas

15. We’re missing transportation needs
Commute Errands
Too expensive
Too slow
Expensive
Big loads

16. Remarkably fast adoption

17. Short-distanceMid-distance
Everyday prices
eBikes, scooters for short distance
commute

18. Cruise by traffic on two wheels
The launch narrative

19. The positioning
E-bikes & scooters in Uber ecosystem
Differentiator
More fun and faster than
other short-distance
commute options
Customer Needs &
Insights
Need for consistency and
low price in commute
Brand Truth
Seamless, all in-one-app
Ownable Positioning

20. Campaign timeline
Phase 1: Pilot Markets Phase 2: H1 2019 Expansion
Objective
Strategy
Awareness
Targeted promotion
Scaling demand & usage
Broad promotion
Hype Trial Habituation
Press
Influencers
In App
CRM
Paid
Events
Social
Offline
Press
Channels
EventsIn App

21. CRM
Bike launch email sent to any
Uber riders with product
access.
Web
Uber.com
https://www.uber.com/ride/scooters/
https://www.uber.com/ride/uber-bike/
Jump.com
https://jump.com/
Bike launch email Scooter lading page

22. PRESS - Feb 5th
“For the first time in Uber’s
history, the company is
offering rides on something
other than cars”
Full recap
Awareness

23. In-app | v1: Badging
Create awareness despite an entry point outside of the main map
view.
control = email only; treatment = email + badging/subtitle
In-app | v2 : Mode Switch
Increase awareness and push for trial with an integrated view of
modes from the main map view.
control = side menu ; treatment = side menu + Mode Switch

24. Badging Results
+187% lift on Access to Signup
+125% lift on Access to FT
Mode Switch Results
+300% lift on discoverability (bike map view log in)
➔ Discoverability is KEY

25. JUMP Brand

26. JUMP: Current Messaging
PRIMARY MESSAGING:
FUN & SPEED & (FOMO)
SECONDARY MESSAGING:
AFFORDABLE
TERTIARY MESSAGING:
FURTHER
BRAND POSITIONING
Further. Faster. More fun.

28. Safety
New User Experience screens
JUMP.com/.safety

29. Forward looking -
Uber as a Platform

30. Working with cities to provide smarter
ways forward
Transit Cities
Uber Movement movement.uber.com
‘Travel times’ already live in 40+ cities
across US, EMEA, APAC
Journey Planning already
live in Denver

31. Your go-to transportation app of choice
The Narrative | Long - term

33. Thank you
Contact info:
esther.porte@uber.com
www.linkedin.com/in/estherporte/

34. Q&A

35. Appendix

36. Product
Manager
PMM
Regional
Marketing
Lead
Product performance Product growth & adoption Business growth
Responsibilities by Role

37. April 2018
JUMP acquired by Uber
2012
First dockless bikes deployed
in Buffalo, NY
JUMP in 8 years
2010
Social Bicycles is founded in
Brooklyn NYC by Ryan
Rzepecki
2017
40 total SoBi markets.
2017
JUMP e-bikes launch with
pilots in SF & DC
March 2019
JUMP e-bikes & scooters
are now in 19 cities
JUMP launches scooters in
Santa Monica
“For the first time in Uber’s
history, the company is offering
rides on something other than
cars”* NYT
Jan 2018
JUMP partners
with Uber in SF
Oct 2018
JUMP scooters launch
in LA

38. Deep-dive
Product experience - JUMP scooter
ReservedReservingPrice Confirmation Reserved - Action Sheet Reveal

39. Product experience
On Trip Action Sheet RevealOn Trip End Trip Confirmation Ending Rental

40. Deep-dive
Product experience - JUMP eBike

41. 17 cities
[Bikes]
(2 EMEA: Berlin, Lisbon)
9 US cities
[Scooter Lime + JUMP]
How are we doing to date?

42. The value propositions and RTBs
E-bikes & scooters in Uber’s US ecosystem
!
1. Cruise by traffic
2. Everyday prices
3. Convenient, in an app you already use
Value propositions:
RTBs:
It’s fun and safe. Ride uphill sweat free.
One of the cheapest ways to get around the city.
Ride on your own terms and find a bike at your
doorstep. Leave it anywhere inside the parking zone.
1. Your faster, easier way around the city.
Hop on and go.
2. Everyday prices
3. Convenient, in an app you already use
Effortless: Pick up or reserve a scooter and go, then park it
wherever you end your trip
Fast: Electric powered to get you where you need to be,
faster
Fun: Glide through the city with friends
Everyday pricing: your lowest cost option for short trips