Certificate Course

in

Entrepreneurship & Innovative Management

ASSIGNMENT 4

• Fill out a canvas of your choosing for a well-known startup: Uber, Netflix,
Dropbox, Etsy, Airbnb, Bird/Lime, Warby Parker, or any of the companies.

• Then create a brief business plan for that business. See if you can find a
version of the company’ s actual executive summary, business plan, or canvas.

• Compare and contrast your vision with what the company has articulated.

• These companies are well established but is there a component of what you
charted that you would advise the company to change to ensure future viability?

• Map out a contingency plan for a “ what-if” scenario if one key aspect of the
company or the environment it operates in were drastically is altered?

Just for reference

 Fill out a canvas of your choosing for a well-known startup:
Uber, Netflix, Dropbox, Etsy, Airbnb, Bird/Lime, Warby Parker,
or any of the companies

TheBusinessmodelcanvas
Keyactivitiesof
uberare: - Thecustomer
relationship
Marketing,sales involvesthree
Partnerbasehas promotions to sides: customer,
identified60 acquires new driverand
partners inthe customers, regulators. Uber X, UberXL,
uberpartner customersupport. Uberpool,
ecosystem.23of Uber-MOTO, Uber
Uber’ skey
thesepartners are
technology
resourcesinclude Uber Wordof mouth,
AUTO.
its network
partnersand37 social media, the
(drivers & riders).
arechannel appstores,where
Their platform
partners. ridersanddrivers
(apps)forboth
downloadtheir
theriders and
uberapps.
driverhasbeenan
integral resource

Driver’ spayment, fees, taxesandcompany Uberkeeps25%ofeachfarebookedthrough

commission. itsapp.

Then create a briefbusinessplan for that business. Seeif you can find a
version of the company’ s actual executive summary, business plan, or
canvas.
 1. Executivesummary:

Uber is an App-powered transportation benefit that was established in

2009 and has since extended quickly crosswise over 56 nations, at last
soaking the worldwide transportation industry. At initially, Uber's
motivation was to work as a way of life organization and an
extravagance car benefit however now it endeavours to be the most
advantageous, financial, and individual riding background and suits a
wide range of riders. Regardless of whether you're a VIP hoping to
movement in style or a youthful expert attempting to locate the least
expensive and fastest approach to get from indicate A point B, Uber is
the app for you. Uber is continually discovering approaches to upset the
transportation benefit and broaden it's as of now amazing scope of
transportation vehicles. It's nothing unexpected that in its latest year,
Uber accomplished a net benefit of $2 billion and was as of late
esteemed at $41 billion. This unparalleled accomplishment in the
business has enabled it to command the market as well as consolidate
developments into its administration, i.e., the Uber chopper and Uber
carthat conveysperishables/necessities.

2. Businessdescription:

Uberis atransportationcompanywith an app that allows passengersto

haila ride and drivers to charge faresand get paid. More specifically,
Uberis aridesharing companythat hires independent contractors as
drivers. It'sone of many servicestodaythat contribute tothe sharing
economy, supplying a meansof connecting existing resources instead
of providing the physical resourcesthemselves.
The company was founded byTravisKalanickand Garrett Camp in
2009, and is headquartered in San Francisco. The companyhas an
estimated 110 million usersworldwide.
Howdoesitwork?
Uberlinks passengerswith drivers using the Uberapp. Generally, the
drivers own theirown car. The company doesalsoofferrental orlease
on cars through third partypartnerslike Hertz, Get Around and Fair. Uber
Fleet isan app forthose managing squadsof drivers.
Uberoffers rides under a dynamic pricing model forboth drivers and
passengers. Passengersneeding a ride can use the app tohail a driver
with an estimated price that isdependent on the destination aswell as
the demand at the time.
Uberincentivizes driverstopick up more fares in peak busyhours by
paying more during those times. Thismeans that ridersare charged
more at busytimes in ordertohelp ensure the needed numberof drivers
are available. During holidays, such as New Year’ sEve, a passenger
can expect to paya high price. However, unlike with a taxi, theycan
expect that the price will attract a driver, as opposed toa carthat might
neverhave shown up from ataxiservice.
Uberalso offers bicycle and electric carrentalinsome areasand
developmentalprojects in autonomousdriving.

3. MarketStrategies.
Uber has a lot of contributions to what the 21st century is now. It has
been tech-driven habits that changed people’ s lifestyles and also
generated a new idea of on-demand marketplaces. Well, that isn’ t an
overnight wonder; from the team of Uber, it took blood, sweat, and tears.
The immense triumph of Uber has contributed to uber marketing
strategy. That means they reached the right person in the right situation.
And thus, it becomes really important to discuss what is Uber’ s
marketing strategieswhichare brieflyexplained in the blog.

One of the earliest marketing strategies of Uber was social media to get
that word-of-mouth marketing. Back then, social media was the
premature bird in the games, which just started to spread in the early
2000s. Though there are lots of other strategies that have contributed,
and when we look at the Uber business strategies, it is far away from a
lot of enterprises currently struggling to reach that higher. Uber’ s
assistance and its qualities, revenue channels, targeting the right city or
countrywith the right plan, and some important facts are all inspiring.

The result is that now Uber is spread over more than 70 countries and
10,000 cities globally, so it has a diverse range of factors that affects its
operations.

4. MarketingPlan:

The launch period for apps is always acrucial window formarketers, but
rideshare platformsface a few additional challenges — theirtwo-sided
marketplace meansthat theyneed toattract drivers and riders at the
same time. The ideal solution is to promote earlyadopters’ initiatives,
helping both groupsfeel like insiders. Uberhandled thismasterfullyby
leveraging earlyadopteradvocacyand offering rewards forloyal
customers.
When Uberneeded toget the word out, a normalsoft launch wasn’ t
enough. Instead, it developed a highly-targeted and localized early
adopterstrategy in the Silicon Valleyarea. Uberhosted sponsored
events tointroduce itself, gave free trials to tech influencers, and
leveraged word-of-mouth marketing techniques. By the time Uberwas
ready to expand its reach, early adopteradvocacy had supercharged its
brand marketing efforts.
While local strategies are essential, rideshare platformscan goa step
further within-app mobile marketing and promotions. When
implemented effectively, these techniques can have asimilarimpact at
a granderscale:

First-timediscounts: Uberfrequently offers first-time promotional

coupons, boththroughin-app sign-ups and partner promotion
codes. When yourfirst ride is free or heavily discounted, it reduces
the entrybarrier fornewcustomersand helpsgenerate goodwill.
 Loyaltyrewards: UberRewardsisa relativelynew service, but the
concept ofloyalty programs is tried-and-tested. Forevery ride,
customers earn pointstheycan redeemon Uber ridesand
services like UberEats. Taking advantage of UberX orUberBlack
rides will double ortriple yourpoints, rewarding long-time
customers and high-spenders.

Referralprograms: Uber’ sreferral program candrive loyalty by

turning existing customers intoword-of-mouthmarketers. Each
Uberridercan accessa personal recommendation code and give
it tofriends and family. Everytime a referred partyuses thiscode,
the referring riderearns digital currencytoredeem on future rides.

5. CompetitiveAnalysis:

UberTechnologies Inc. is amicro-mobility, food delivery and point to

point ride sharing and transportation systemwith cars and bikes; it also
goes bynameslike sharing economyand Uber. Eversince it was
launched in 2009, it hasexpanded its businesswith 385 metropolitan
operationpoints acrossthe world. Uberhasits website and mobile app
fromwhere usercanaccess and orderfortheirride.

In 2019, Uber has67% of the market share of the total ridesharing

transportation only in the US and approximately110 millionusers
across the world. Uber held a market share of 24% in the line of food
delivery in 2018. Asof statistic up toApril 2019, itstotal market worth
was 90 billionUS dollars; it got down $7.6 billion in Mayand left with $82.
4 billion.

6. OperationsandManagementPlan

Thus, the demand ofthe customersof Uber ismet with the help of a few
objectives ofoperations as mentioned below:
Firstly, the qualityof the design and the qualityof the services isfocused
upon by Uber and improved bythemsothat theyare able to ensure more
customers attracted towards the company.
Secondly, theyalsofocusupon improvement of the flexibility of their
operationswhichcan help toimprove the operations of the companyby
being flexible with the changing demand in the market (Wirtz et al.,
2016).
Thirdly, customizationof the services in some countries according to
the demands of the customersalsohelps themtosatisfythe demands
of the customersinthe market.
Fourthly, Uberalsofocusesupon the customers whoare dependable
upon themand increases the dependabilityof the serviceswith the help
of providing them with options to rate theirtrip and thusif the reviews
are low and comments are negative, theyfocusupon increasing those
areasand improve the dependabilityof the customers.
Lastly, reduction of the cost orexpenditure of the companycan also
help Ubertosatisfy the demands ofthe customersbyproviding them
with lowerpricesand also provide themwith discounts.

7. FinancialAnalysis:
UberTechnologies annual/quarterlynet income history and growthrate
from2017 to 2022. Net income can be defined ascompany's net profit
orloss afterall revenues, income items, and expenseshave been
accounted for.

UberTechnologies net income forthe quarterending September

30, 2022 was $-1.206B, a 50.25%decline year-over-year.
UberTechnologies net income forthe twelve monthsending
September30, 2022 was $-8.845B, a 275.42%
increase year-over-year.
UberTechnologies annual net income for 2021 was $-0.496B, a 92.
67%decline from 2020.
UberTechnologies annual net income for 2020 was $-6.768B, a 20.
43%decline from 2019.
 UberTechnologies annual net income for 2019 was $-8.506B,
a 953.16%decline from2018.

8. DesignandDevelopmentplan:
We all are familiar with Uber services. A user can request a ride through
the application and within a few minutes, a driverarrives nearby his/her
location to take them to their destination. Earlier Uber was built on the
“ monolithic” software architecture model. They had a backend
service, a frontend service, and a single database. They used Python
and its frameworks and SQL Alchemy as the ORM layer to the database.
This architecture was fine for a small number of trips in a few cities but
when the service started expanding in other cities Uber team started
facing the issue with the application. After the year 2014 Uber team
decided to switch to the “ service-oriented architecture” and now Uber
also handles food delivery and cargo.

Compareandcontrastyourvisionwithwhatthecompanyhasarticulated.

The vision of the company almost aligns with my vision. The marketing
strategies have been put a lot more efforts to create the brand that it has.

These companies are well established but is there a component of what you
chartedthatyouwouldadvisethecompanytochangetoensurefutureviability?

The current company vision has more extensive research and depth toit.
Although catering to the audience with cheaper prices will come a long
way forthe company

Map out acontingency plan for a “ what-if” scenarioif one key aspect of the
companyortheenvironmentitoperatesinweredrasticallyisaltered?

The what if aspect is that uber has is the cab price are good anyone can
afford the ride.