1.
Madison Campbell | Anne Gamab | Brian Gustafson
Chloe Hildeman | Shaun Orme

2.
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

3.
Revenue Profile
• Uber keeps 20% of gross
revenue.
• San Francisco’s Uber
revenue:$500 million/year.”
• SF Taxi Market: $140
million/year

4.
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

5.
Core on-demand
services
Consumer
technology
Complementary
resources
Consumer
behavior
On-Demand
Economy

6.
• Offline services moving online
• Logistics Management
• User Interface improvements
Core on-demand
services

7.
• Constant connectivity
• Mobile Adoption
• App Marketplace
Consumer
technology

8.
• Customer Relationship Management
• Payment System Improvements
• Additional Services
Complementary
resources

9.
• Instant Gratification
• Convenience
• Efficiency
• Simplicity
Consumer
behavior

10.
Markets
• CPOs/Smart Phone Users
• Urban Areas
• Returning Customers

11.
Mixed Method

12.
Qualitative
• Focus Group
– 12 members of the current users
– 12 members of the non-users (Intercept)
• Incentive
– $100 worth of Uber rides
– Dinner

13.
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?

14.
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?

15.
Quantitative
• Qualtrics Survey
• Incentive = An Uber Ride
• QR Code
• https://qtrial2014.az1.qualtrics.com/jfe/prev
iew/SV_0PNq0jhqCuCji1T

16.
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

17.
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.

18.
Global Reach | 55 Countries | 200 Cities

19.
Moving Forward

20.
Global Reach
100+ Countries
350+ Cities