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Uber

- Uber was founded in 2009 and is privately held, based in San Francisco. It operates in 55 countries and 200 cities worldwide and is valued at $41 billion. - Uber keeps 20% of gross revenue from rides. In San Francisco alone, Uber's annual revenue is $500 million compared to $140 million for taxis. - Uber's CEO wants rides to be cheaper than car ownership. The company is focusing on partnerships and a more diplomatic approach to expand services and reach more customers globally.

Marketing◦
Madison Campbell | Anne Gamab | Brian Gustafson Chloe Hildeman | Shaun Orme
Company Profile • B2B, B2C, B2C2C, B2G • Founded in 2009 • Privately held company based in San Francisco, CA • 55 Countries/200 cities all over the world • Valued at $41 Billion
Revenue Profile • Uber keeps 20% of gross revenue. • San Francisco’s Uber revenue:$500 million/year.” • SF Taxi Market: $140 million/year
Strategic Focus “We want to get to the point that using Uber is cheaper than owning a car,” says CEO, Travis Kalanick. New Company Tactic: Compromise and Diplomacy Partnerships
Core on-demand services Consumer technology Complementary resources Consumer behavior On-Demand Economy
• Offline services moving online • Logistics Management • User Interface improvements Core on-demand services
• Constant connectivity • Mobile Adoption • App Marketplace Consumer technology
• Customer Relationship Management • Payment System Improvements • Additional Services Complementary resources
• Instant Gratification • Convenience • Efficiency • Simplicity Consumer behavior
Markets • CPOs/Smart Phone Users • Urban Areas • Returning Customers
Mixed Method
Qualitative • Focus Group – 12 members of the current users – 12 members of the non-users (Intercept) • Incentive – $100 worth of Uber rides – Dinner
Focus Group Questions Current Uber Users Non-Uber Users 1. Is there a reason you choose Uber instead of the other transportation services? 2. What is your favorite feature of Uber? 3. What first comes to mind when you hear Uber? 4. Have you had an undesirable Uber experience? If so, please describe. 5. What would you like to see from Uber in the future? 1. What are your experiences with on- demand transportation services (i.e. Buses, Cabs, Subway, etc.)? 2. Are you familiar with the services that Uber provides? 3. What first comes to mind when you hear Uber? 4. What makes you stick with your current means of transportation? 5. What factors would make you change your current transportation habits?
After-Focus Group Interview • For non-users • Electronic, cross-sectional survey • Taken in car ride after • i.e. – Was it easier than expected? – Will you use UBER in the future?
Quantitative • Qualtrics Survey • Incentive = An Uber Ride • QR Code • https://qtrial2014.az1.qualtrics.com/jfe/prev iew/SV_0PNq0jhqCuCji1T
Budget Price Qualitative (Saturday, Oct. 10, 2015) Focus Group $5000 Boardroom Space The Fitzpatrick Grand Central 141 East 44th St., New York, NY 10017 $500 Dinner $1500 Staff • Mediator • Uber Staff $18/hr Uber Ride Incentive $2400 Quantitative (6-month period, April 10, 2015 – Oct. 10, 2015) IBM SPSS Statistics Premium $ 19,000
Goal • Get at least 1000 respondents • Margin of Error 3.5%, 95% of the time • Gain physical numbers showing where UBER stands in the public’s eyes.
Global Reach | 55 Countries | 200 Cities
Moving Forward
Global Reach 100+ Countries 350+ Cities