## Step-by-Step Guide for Navigating the Strategic Decision: 1. Conduct a market analysis to identify the current trends and gaps in the food delivery market. Identify the strengths and weaknesses of DoorDash and its competitors. This will help in identifying potential areas of growth and possible challenges. 2. Evaluate DoorDash's existing restaurant partnerships and delivery options to identify gaps and potential areas for improvement. Consult with restaurant partners to identify their needs and preferences. This will help in developing a strategy for building stronger partnerships with restaurants. 3. Develop a plan to diversify DoorDash's delivery options. Explore alternative delivery methods, such as bicycles or electric scooters, to reduce dependence on drivers and increase efficiency. This will help in reducing the impact of delivery driver shortages and increasing DoorDash's market share. 4. Develop a marketing strategy to increase DoorDash's visibility and attract new customers. This could include targeted advertising campaigns or partnerships with other businesses. This will help in increasing DoorDash's revenue opportunities and market share. 5. Develop a system for monitoring and responding to customer feedback. This will allow DoorDash to identify areas for improvement and make changes to its product and service offerings in response to customer needs. 6. Continuously evaluate and adjust the strategy to respond to changing market conditions and customer needs. This will help in ensuring that DoorDash remains competitive and relevant in the food delivery market. Contingencies: - In the event of a shortage of delivery drivers, DoorDash should consider implementing alternative delivery methods to minimize the impact on its operations. - If competitors launch similar products or services, DoorDash should consider adjusting its pricing, delivery options, or marketing strategy to remain competitive. Challenges: - DoorDash's dependence on restaurant partnerships makes it vulnerable to changes in the restaurant industry, such as closures or changes in ownership. DoorDash should monitor these trends and adjust its strategy accordingly. - DoorDash faces intense competition from other food delivery services, such as UberEats and GrubHub. To remain competitive, DoorDash will need to continuously evaluate and adjust its product and service offerings. Best Practices: - Always prioritize the needs and preferences of DoorDash's restaurant partners and customers. - Continuously monitor and evaluate the market and adjust the strategy accordingly. - Develop a strong brand identity and marketing strategy to increase visibility and attract new customers. - Cultivate a culture of innovation and continuous improvement to stay ahead of the competition.

## Forward-Looking Strategy Building on the strategic decision to create a food delivery platform, the long-term impacts and implications include: - Increased revenue opportunities for restaurants, which could lead to greater competition among them to partner with DoorDash. - The potential for increased consumer loyalty, as DoorDash offers a convenient and fast way to order from a variety of restaurants. - The risk of dependence on restaurant partnerships for food delivery options, which could limit DoorDash's ability to expand its offerings. - Competition from other food delivery services, which could impact DoorDash's market share and revenue. - The potential to expand into new geographic areas and offer additional services, such as grocery delivery or meal preparation kits. To mitigate these risks and capitalize on opportunities, DoorDash should focus on building strong relationships with restaurant partners, investing in technology to improve delivery efficiency and customer experience, and exploring new revenue streams beyond food delivery. DoorDash should also closely monitor the competitive landscape and adapt its strategy as needed to maintain its market position.

## Strategy Pathways ### Pathway 1: Diversify Delivery Options One option for DoorDash is to diversify their delivery options beyond restaurant partnerships. This could include partnering with grocery stores or other retailers to offer delivery services. By expanding their delivery options, DoorDash could reduce their dependence on restaurant partnerships and increase their revenue opportunities. However, this would require significant investment in logistics and infrastructure, and it may be difficult to compete with established delivery services in these markets. ### Pathway 2: Expand Restaurant Partnerships Another option for DoorDash is to focus on expanding their restaurant partnerships. This would allow them to offer a wider range of food options to customers and increase their revenue opportunities. However, this would also increase their dependence on restaurant partnerships and could lead to increased competition from other food delivery services. ### Pathway 3: Improve Customer Experience DoorDash could also focus on improving the customer experience to differentiate themselves from competitors. This could include offering faster delivery times, improving the app interface, or providing better customer support. By focusing on the customer experience, DoorDash could increase customer loyalty and attract new customers. However, this may be difficult to achieve without significant investment in technology and personnel. ### Pathway 4: Expand Geographically Another option for DoorDash is to expand their geographic reach. By expanding to new markets, DoorDash could increase their revenue opportunities and attract new customers. However, this would also require significant investment in logistics and infrastructure, and it could be difficult to compete with established food delivery services in these markets. Each pathway has its own benefits and drawbacks, and DoorDash would need to carefully evaluate each option before making a decision. A combination of these pathways may also be possible, depending on DoorDash's goals and constraints.

## Three Horizons of Growth Framework Applied to DoorDash The Three Horizons of Growth Framework is a strategic planning tool that helps organizations plan for and achieve growth over three distinct time horizons. Each horizon represents a different stage of growth, from near-term incremental improvements to longer-term transformational change. ### Horizon 1: Optimize Current Business Horizon 1 focuses on optimizing and improving the current business model to drive growth and increase profitability. For DoorDash, examples of horizon 1 strategies include: 1. Improving delivery times by optimizing driver routes and introducing new technology to track and manage deliveries more efficiently. 2. Increasing customer loyalty and repeat business through targeted marketing campaigns and rewards programs. 3. Expanding partnerships with popular restaurants and chains to offer more food delivery options for customers and increase revenue opportunities for restaurants. ### Horizon 2: Build New Business Horizon 2 focuses on identifying and developing new products, services, and markets that have the potential for significant growth. For DoorDash, examples of horizon 2 strategies include: 1. Launching a meal kit delivery service that offers pre-portioned ingredients and recipes for customers to cook at home. 2. Expanding into new geographic markets, both domestically and internationally, to reach new customers and increase revenue opportunities. 3. Developing partnerships with grocery stores and other retailers to offer delivery services for non-restaurant items. ### Horizon 3: Create Next Business Horizon 3 focuses on exploring and experimenting with new technologies, business models, and market opportunities that have the potential to transform the industry. For DoorDash, examples of horizon 3 strategies include: 1. Investing in autonomous delivery technology, such as drones or self-driving vehicles, to improve delivery efficiency and reduce costs. 2. Developing a subscription-based model that offers unlimited delivery services to customers for a monthly fee. 3. Creating a virtual restaurant concept that leverages data and customer insights to create new and unique food offerings that are delivered exclusively through the DoorDash platform. By applying the Three Horizons of Growth Framework to DoorDash, the company can develop a strategic plan that balances short-term performance with long-term growth and transformation.

Objection: "I prefer to order food directly from the restaurant instead of using a third-party delivery service like DoorDash." Response: "We understand that some customers may prefer to order food directly from the restaurant. However, DoorDash offers several advantages over ordering directly from the restaurant. With DoorDash, you have access to a wider selection of restaurants, and you can order from multiple restaurants in one order. Additionally, DoorDash offers a contactless delivery option, which can be especially important during the COVID-19 pandemic." Instructions: Emphasize the convenience and selection provided by DoorDash, and highlight the safety aspect of contactless delivery. Objection: "I'm concerned about the quality of the food when it's delivered." Response: "We understand that quality is important to our customers, and we take several steps to ensure that the food is delivered in the best possible condition. Our delivery drivers are trained to handle food carefully, and we use specialized packaging to keep the food fresh and hot during delivery. Additionally, we offer a satisfaction guarantee, so if you're ever not satisfied with the quality of your food, we'll do everything we can to make it right." Instructions: Highlight the measures taken to ensure food quality and emphasize the satisfaction guarantee. Objection: "I'm worried that the delivery fees will be too expensive." Response: "We understand that cost is an important factor for our customers, and we offer several options to help you save on delivery fees. We have a DashPass subscription service that offers free delivery on eligible orders, and we also offer promotions and discounts throughout the year. Additionally, we partner with restaurants to offer special deals and discounts that are only available through DoorDash." Instructions: Emphasize the cost-saving options available through DashPass and promotions, and highlight the exclusive deals available through DoorDash. Objection: "I'm concerned about the safety of my personal information when using DoorDash." Response: "We take the privacy and security of our customers' personal information very seriously. We use industry-standard encryption to protect your data, and we never share your information with third parties without your consent. Additionally, we offer several options to help you control your data, including the ability to opt out of targeted advertising." Instructions: Emphasize the security measures in place to protect customer information, and highlight the control options available to customers. Objection: "I'm worried about the environmental impact of food delivery services like DoorDash." Response: "We understand that environmental impact is an important concern for many of our customers, and we're committed to reducing our carbon footprint. We're constantly exploring new ways to make our operations more sustainable, including using electric vehicles and partnering with restaurants that use eco-friendly packaging. Additionally, we offer an opt-in carbon offset program that allows customers to offset the carbon emissions associated with their delivery." Instructions: Highlight the sustainable practices and initiatives in place at DoorDash, and emphasize the customer's ability to make a positive impact through the carbon offset program.

Feature: Ordering Food through DoorDash As a customer who wants to order food online, I want to use DoorDash so that I can get my food delivered. Scenario: Ordering from a restaurant with a partnership Given that I am a DoorDash customer And that I want to order food from a restaurant with a DoorDash partnership When I open the DoorDash app And select the restaurant from the list Then I can see the menu and place my order And the order is delivered to my location Scenario: Ordering from a restaurant without a partnership Given that I am a DoorDash customer And that I want to order food from a restaurant without a DoorDash partnership When I open the DoorDash app And search for the restaurant by name And select the option to place a custom order Then I can enter my order details and delivery address And a DoorDash driver picks up the order from the restaurant and delivers it to me Scenario: Tracking my order Given that I have placed an order through DoorDash When I open the DoorDash app And select the "My Orders" tab Then I can see the status of my order And track the delivery driver's progress in real-time Scenario: Providing feedback on my order Given that I have received my order through DoorDash When I open the DoorDash app And select the "My Orders" tab Then I can provide feedback on the food quality and delivery experience And rate the restaurant and delivery driver Scenario: Using DoorDash with a dietary restriction Given that I have a dietary restriction And I want to order food through DoorDash When I open the DoorDash app And search for a restaurant with options that meet my dietary restriction Then I can place an order that meets my dietary needs

## User Segmentation Report for DoorDash ### Introduction This report aims to identify specific user segments associated with DoorDash, their implications, and the desired outcome and constraints of the product. The analysis combines qualitative and quantitative insights to create a detailed report on the identified user segments within the product. The information provided will help understand users, their needs, and behaviors, facilitating the customization and optimization of the product's user experience for each segment. ### Research Methods To conduct the analysis, multiple research methods were employed, such as analyzing user demographics, studying behavioral patterns, examining usage patterns, gathering customer feedback and surveys, and conducting cohort analysis. ### Identified User Segments Based on the research conducted, the following user segments were identified: #### Busy Professionals This user segment includes busy professionals who value convenience and time-saving. They are usually tech-savvy and prefer using mobile apps for ordering food. They have high purchasing power and are willing to pay a premium for fast and reliable food delivery. This segment is highly engaged with the DoorDash app and orders food multiple times a week. #### Small Business Owners Small business owners who operate food outlets such as cafes, restaurants, and bakeries are another user segment. They use DoorDash as a platform to increase their revenue opportunities by offering food delivery services. This segment values DoorDash's ease of use and reliable payment system. #### Food Enthusiasts This user segment includes customers who are passionate about food and enjoy exploring new dishes and restaurants. They use DoorDash to discover new restaurants and cuisines and often order food for social gatherings and events. This segment values DoorDash's diverse range of restaurants and cuisines. ### Implications The identified user segments have different needs and behaviors, which have significant implications for DoorDash. To optimize the user experience for each segment, DoorDash needs to tailor its services to meet their specific needs. For example, DoorDash can offer premium delivery options for busy professionals, provide marketing support for small businesses, and offer curated food recommendations for food enthusiasts. ### Conclusion In conclusion, the analysis identified three distinct user segments associated with DoorDash. Understanding the needs and behaviors of each segment is critical for optimizing the product's user experience. By tailoring its services to meet the specific needs of each segment, DoorDash can increase customer satisfaction and retention while improving revenue opportunities for its partner restaurants.

## Customer Journey Map for DoorDash ### Stage 1: Awareness #### Touchpoints - Social media ads - Word of mouth - Search engine results - Online reviews #### Customer Emotions - Curiosity - Skepticism - Excitement #### Pain Points - Lack of awareness of DoorDash - Negative reviews ### Stage 2: Consideration #### Touchpoints - App download - Restaurant search - Menu and review browsing - Delivery fee and estimated delivery time #### Customer Emotions - Anticipation - Frustration - Indecisiveness #### Pain Points - App usability issues - Limited restaurant options - Long wait times ### Stage 3: Purchase #### Touchpoints - Order confirmation - Estimated delivery time - Payment processing #### Customer Emotions - Satisfaction - Impatience - Relief #### Pain Points - Incorrect order fulfillment - Late delivery - Payment issues ### Stage 4: Post-Purchase #### Touchpoints - Delivery arrival - Food quality - Delivery driver rating - Customer support #### Customer Emotions - Satisfaction - Disappointment - Gratitude #### Pain Points - Poor food quality - Delivery driver issues - Poor customer service ## Recommendations for Improving Customer Experience - Increase restaurant partnerships to provide more food delivery options - Improve app usability and search functionality to streamline the customer journey - Address issues with incorrect order fulfillment and late delivery - Enhance customer support to provide a seamless post-purchase experience By following these recommendations, DoorDash can improve the overall customer experience and address pain points throughout the customer journey.

## Consumer Decision Journey for DoorDash ### Awareness - Touchpoints: Social media ads, word-of-mouth recommendations from friends, online search results for food delivery services. - Emotions: Curiosity, interest in trying out a new product, skepticism about the reliability and quality of the service. - Pain points: Overwhelmed by too many options, uncertainty about delivery times and prices. - Delights: Discovering new restaurants and cuisines, seeing attractive promotions and discounts, reading positive reviews from other customers. ### Consideration - Touchpoints: Browsing restaurant options on the app, reading restaurant and menu descriptions, comparing delivery fees and times. - Emotions: Hunger, excitement about trying a new restaurant or cuisine, frustration with long wait times or unavailable restaurants. - Pain points: Difficulty finding desired cuisine or restaurant, long wait times for delivery, high delivery fees. - Delights: Easy navigation on the app, recommendations for similar restaurants or cuisines, high-quality photos and descriptions of food. ### Purchase - Touchpoints: Placing an order on the app, tracking delivery status. - Emotions: Relief for finding desired food options, anticipation for receiving the food, frustration with delivery delays. - Pain points: Technical issues while placing the order, long wait times for delivery, unexpected menu item changes or unavailability. - Delights: Smooth and easy order placement, accurate order fulfillment, timely delivery. ### Post-purchase - Touchpoints: Rating the restaurant and driver, leaving feedback on the app, sharing experience on social media. - Emotions: Satisfaction with the food and delivery experience, disappointment with quality of food or delivery service. - Pain points: Delayed or incorrect order fulfillment, poor customer service response to complaints or issues. - Delights: High-quality food delivery experience, prompt customer service response to issues or complaints. ### Recommendations - Streamline the restaurant selection process by offering personalized recommendations based on previous orders and search history. - Address pain points related to delivery times and fees by optimizing route planning and pricing strategies. - Amplify delightful moments by featuring high-quality photos and descriptions of food and highlighting positive reviews from other customers. By analyzing the Consumer Decision Journey for DoorDash, we can understand the various touchpoints and interactions customers have with the service and identify areas for improvement to enhance the overall experience.

## Action Prioritization Matrix Framework for DoorDash Product Analysis and Strategy | Action Items | Importance | Urgency | Priority | |--------------|------------|---------|----------| | Product Description | High | High | Critical | | Product Goals & Objectives | High | Medium | Important | | Product Constraints | Medium | High | Important | ### 1. Product Description Importance: High Urgency: High Priority: Critical DoorDash's product description highlights its value proposition, which is to provide a convenient and fast way to order and receive food from a variety of restaurants. This is a critical aspect of DoorDash's product offering as it is the foundation of the company's business model. Therefore, any changes or improvements to this aspect of the product should be given the highest priority. ### 2. Product Goals & Objectives Importance: High Urgency: Medium Priority: Important DoorDash's product goals and objectives focus on increasing access to food delivery options for customers and increasing revenue opportunities for restaurants. These goals are important for the growth and sustainability of the company's business model. While they are not as urgent as the product description, they should still be given high priority to ensure the long-term success of the company. ### 3. Product Constraints Importance: Medium Urgency: High Priority: Important DoorDash's product constraints include dependence on restaurant partnerships for food delivery options and competition from other food delivery services. While these constraints are important to keep in mind, they are not as urgent as the product description. However, they should still be given an important priority to ensure the company can overcome these challenges and continue to grow in a highly competitive market. Based on the Action Prioritization Matrix Framework, DoorDash should focus on improving its product description as the highest priority, followed by its product goals and objectives, and finally its product constraints. By prioritizing these action items, DoorDash can ensure that it is meeting the needs of its customers and partners while remaining competitive in the food delivery market.

## Strategy Pathways ### Pathway 1: Diversify Delivery Options - Description: DoorDash can partner with additional food delivery services to offer a wider range of delivery options, reducing dependence on restaurant partnerships. - Benefits: Increased flexibility for customers, reduced risk of delivery delays or issues due to limited restaurant partnerships. - Repercussions: Increased complexity in managing multiple delivery partnerships, potential for increased costs associated with partnering with additional delivery services. ### Pathway 2: Expand Restaurant Partnerships - Description: DoorDash can focus on expanding its partnerships with restaurants to offer a wider range of food options and delivery locations. - Benefits: Increased revenue opportunities for DoorDash and its restaurant partners, increased convenience for customers. - Repercussions: Increased competition with other food delivery services for restaurant partnerships, potential for increased costs associated with expanding restaurant partnerships. ### Pathway 3: Enhance Customer Experience - Description: DoorDash can invest in improving the app's user interface, providing more detailed information about delivery times, and offering more personalized recommendations based on customer preferences. - Benefits: Increased customer loyalty, improved customer satisfaction, potential for increased revenue from repeat customers. - Repercussions: Increased costs associated with app development and maintenance, potential for increased customer acquisition costs if app improvements are not marketed effectively. ### Pathway 4: Target New Customer Segments - Description: DoorDash can focus on expanding its customer base by targeting new customer segments, such as seniors or families with young children. - Benefits: Increased revenue opportunities for DoorDash and its restaurant partners, potential for increased customer loyalty from new customer segments. - Repercussions: Potential for increased costs associated with marketing to new customer segments, potential for increased complexity in managing different customer needs and preferences.

::: callout 🔔 As an experienced Product Manager well-versed in growth strategies and the principles outlined in Nir Eyal's book "Hooked," your task is to develop ten growth loops associated with the DoorDash product description, its implications, and the desired outcome of increased engagement, acquisition, retention, or other key metrics. These growth loops should draw inspiration from the concepts described in "Hooked" and be designed to drive sustainable growth. Each growth loop should include a trigger, action, variable reward, and investment, and should be tailored specifically to DoorDash's unique characteristics and target audience. Additionally, describe the target audience for each loop, explain why it might work, and specify the type of metric it will impact. Use Gherkin syntax to describe loop cases, including "feature," "scenario," "given," "when," "then," and "and." :::

## Referral Program Ideas for DoorDash As a Product Manager specializing in creating referral programs, here are 10 unique ideas tailored to encourage customers to refer others to DoorDash: #### Tactic 1: DashPass Giveaway - Description: Offer a free DashPass subscription to existing customers for every new customer they refer. - Steps: Customers refer a friend through the DoorDash app. Once the friend completes their first order, the existing customer receives a free DashPass subscription. - Insights: Offering a free subscription can motivate customers to refer others because it provides value and a tangible reward. - Challenges: One challenge could be ensuring that the friend actually completes their first order and that there are no fraudulent referrals. Possible solution could be to require the friend to use a unique referral code. #### Tactic 2: Restaurant Gift Card Giveaway - Description: Offer a restaurant gift card to existing customers for every new customer they refer. - Steps: Customers refer a friend through the DoorDash app. Once the friend completes their first order, the existing customer receives a restaurant gift card. - Insights: Offering a gift card can motivate customers to refer others because it provides value and a tangible reward. - Challenges: One challenge could be ensuring that the friend actually completes their first order and that there are no fraudulent referrals. Possible solution could be to require the friend to use a unique referral code. #### Tactic 3: Referral Bonus - Description: Offer a referral bonus to existing customers for every new customer they refer. - Steps: Customers refer a friend through the DoorDash app. Once the friend completes their first order, the existing customer receives a cash bonus. - Insights: Offering a cash bonus can motivate customers to refer others because it provides a tangible reward. - Challenges: One challenge could be ensuring that the friend actually completes their first order and that there are no fraudulent referrals. Possible solution could be to require the friend to use a unique referral code. #### Tactic 4: Exclusive Discounts - Description: Offer exclusive discounts to existing customers for every new customer they refer. - Steps: Customers refer a friend through the DoorDash app. Once the friend completes their first order, the existing customer receives an exclusive discount. - Insights: Offering exclusive discounts can motivate customers to refer others because it provides value and a tangible reward. - Challenges: One challenge could be ensuring that the friend actually completes their first order and that there are no fraudulent referrals. Possible solution could be to require the friend to use a unique referral code. #### Tactic 5: Social Media Shoutouts - Description: Offer to give existing customers a social media shoutout for every new customer they refer. - Steps: Customers refer a friend through the DoorDash app. Once the friend completes their first order, DoorDash gives the existing customer a social media shoutout. - Insights: Offering a social media shoutout can motivate customers to refer others because it provides recognition and a sense of community. - Challenges: One challenge could be ensuring that the social media shoutout is valuable to the customer. Possible solution could be to give the customer the option to choose the social media platform. #### Tactic 6: Early Access - Description: Offer early access to new features or restaurants for every new customer they refer. - Steps: Customers refer a friend through the DoorDash app. Once the friend completes their first order, the existing customer receives early access to new features or restaurants. - Insights: Offering early access can motivate customers to refer others because it provides value and a sense of exclusivity. - Challenges: One challenge could be ensuring that the early access is valuable to the customer. Possible solution could be to give the customer the option to choose the feature or restaurant. #### Tactic 7: Loyalty Points - Description: Offer loyalty points to existing customers for every new customer they refer. - Steps: Customers refer a friend through the DoorDash app. Once the friend completes their first order, the existing customer receives loyalty points. - Insights: Offering loyalty points can motivate customers to refer others because it provides a tangible reward and encourages repeat business. - Challenges: One challenge could be ensuring that the loyalty points are valuable to the customer. Possible solution could be to allow the customer to redeem the points for rewards. #### Tactic 8: Personalized Recommendations - Description: Offer personalized restaurant recommendations to existing customers for every new customer they refer. - Steps: Customers refer a friend through the DoorDash app. Once the friend completes their first order, the existing customer receives personalized restaurant recommendations. - Insights: Offering personalized recommendations can motivate customers to refer others because it provides value and a personal touch. - Challenges: One challenge could be ensuring that the recommendations are valuable to the customer. Possible solution could be to allow the customer to provide their preferences. #### Tactic 9: DoorDash Swag - Description: Offer DoorDash swag to existing customers for every new customer they refer. - Steps: Customers refer a friend through the DoorDash app. Once the friend completes their first order, the existing customer receives DoorDash swag. - Insights: Offering DoorDash swag can motivate customers to refer others because it provides a tangible reward and encourages brand loyalty. - Challenges: One challenge could be ensuring that the swag is valuable to the customer. Possible solution could be to offer a variety of options. #### Tactic 10: Charity Donation - Description: Offer to make a donation to a charity of the existing customer's choice for every new customer they refer. - Steps: Customers refer a friend through the DoorDash app. Once the friend completes their first order, DoorDash makes a donation to a charity of the existing customer's choice. - Insights: Offering a charity donation can motivate customers to refer others because it provides a tangible reward and encourages social responsibility. - Challenges: One challenge could be ensuring that the charity aligns with the customer's values. Possible solution could be to provide a list of charities to choose from. These referral program ideas are tailored to DoorDash and its product goals, objectives, and constraints. They are designed to add value to existing customers and encourage them to refer others.

::: aside 👉 Key barriers and pain points associated with DoorDash One of the key barriers associated with DoorDash is its dependence on restaurant partnerships for food delivery options. If a restaurant decides to end its partnership with DoorDash, it could significantly reduce the number of food delivery options available to customers. Another potential barrier is the competition from other food delivery services. With so many options available, it may be challenging for DoorDash to differentiate itself and attract new customers. When it comes to pain points, customers may experience frustration with the delivery process. Late deliveries or incorrect orders can lead to dissatisfaction and a poor customer experience. Additionally, restaurants may face challenges with the revenue-sharing model used by DoorDash. Some restaurants may find the fees associated with using the service to be too high, which could discourage them from participating. Implications and desired outcomes The main goal of DoorDash is to provide a convenient and fast way to order and receive food from a variety of restaurants. The desired outcome is to increase access to food delivery options for customers and increase revenue opportunities for restaurants. Core functionalities and potential barriers The core functionalities of DoorDash include the ability to browse restaurants, place orders, and track deliveries. However, potential barriers to adoption could include concerns around food quality and safety, as well as the cost of delivery fees. Actionable recommendations To mitigate the potential barriers and pain points associated with DoorDash, the following recommendations could be considered: - Establish a clear value proposition that differentiates DoorDash from its competitors - Develop a comprehensive onboarding process that addresses concerns around food quality and safety - Offer incentives to customers and restaurants to encourage adoption and participation - Provide transparent and easy-to-understand information about delivery fees and revenue-sharing models - Address any issues around late deliveries or incorrect orders promptly and effectively to maintain customer satisfaction. :::

## Onboarding Program for DoorDash ### Target Audience New users who are interested in using DoorDash for the first time. ### Delivery Method The onboarding program will be delivered through the DoorDash mobile app. ### Structure and Sequence of Onboarding Activities 1. Welcome Screen: The first screen that new users will see upon opening the DoorDash app. It will provide a brief introduction to the app and its features. 2. Sign Up/Login: The next step will be to sign up or log in to their DoorDash account. This will allow them to place orders and access other features of the app. 3. Selecting a Restaurant: New users will then be guided through the process of selecting a restaurant to order from. This will include a brief overview of the different types of restaurants available on DoorDash. 4. Placing an Order: Once they have selected a restaurant, new users will be guided through the process of placing an order. This will include selecting items from the menu and specifying any special instructions or preferences. 5. Delivery Options: New users will be shown the different delivery options available on DoorDash, including the estimated delivery time and any associated fees. 6. Payment: Finally, new users will be guided through the process of entering their payment information and completing the order. ### Supporting Materials and Resources - FAQs: A list of frequently asked questions and answers regarding DoorDash's services and features. - Tutorials: Step-by-step tutorials that demonstrate how to use specific features or functions of the DoorDash app. - Promotions: Discounts or promotional offers that can be redeemed by new users to incentivize them to use DoorDash. ### Examples - A brief video tutorial that demonstrates how to place an order on DoorDash. - A pop-up message that appears when a user first opens the app, providing a discount code for their first order. By providing a comprehensive onboarding program, we aim to ensure that new users have a smooth and engaging experience when they first interact with DoorDash. This program will help them understand the key features, functionalities, and benefits of the app while aligning with the goals and objectives defined for onboarding.

# Ansoff Matrix Analysis for DoorDash ## 1. Product Description DoorDash is a food delivery platform that connects customers with restaurants and delivery drivers through a mobile app. It offers a convenient and fast way to order and receive food from a variety of restaurants. ## 2. Product Goals & Objectives DoorDash's main goal is to provide a convenient and fast way to order and receive food from a variety of restaurants. Its objectives include: - Increasing access to food delivery options for customers - Increasing revenue opportunities for restaurants ## 3. Product Constraints DoorDash faces some constraints that may impact its growth and profitability, including: - Dependence on restaurant partnerships for food delivery options - Competition from other food delivery services ## Ansoff Matrix ### Market Penetration DoorDash can increase market penetration by expanding its customer base and increasing the frequency of use among existing customers. To achieve this, DoorDash can: - Offer promotions and discounts to new customers to encourage them to try the service - Implement a loyalty program to incentivize repeat purchases - Improve its user interface to make ordering easier and faster - Increase marketing efforts to raise awareness of the service ### Market Development DoorDash can also explore new markets to increase revenue opportunities. For example, it can: - Expand to new geographic regions or cities - Partner with new types of restaurants, such as those offering specialized cuisine - Offer new services, such as catering or grocery delivery ### Product Development To increase revenue opportunities, DoorDash can develop new products or services that complement its core food delivery platform. For example, it can: - Partner with grocery stores to offer delivery of household essentials - Offer meal kit delivery services - Develop a subscription-based service that offers free deliveries or exclusive discounts ### Diversification DoorDash can also explore diversification opportunities to reduce its dependence on restaurant partnerships and expand its revenue streams. For example, it can: - Partner with other businesses to offer delivery services, such as flower delivery or prescription medication delivery - Develop a proprietary delivery network to reduce dependence on third-party delivery drivers - Acquire or invest in complementary businesses, such as restaurant technology companies or meal kit delivery services ## Conclusion By leveraging the Ansoff Matrix framework, DoorDash can identify growth opportunities and develop strategies to increase market share, revenue, and profitability while managing its constraints.

## Analysis, Strategy and Tactics for DoorDash ### Using the AI Value Proposition Canvas #### 1. Product Description DoorDash is a food delivery platform that enables customers to order food from a variety of restaurants through a mobile app. The platform connects customers with restaurants and delivery drivers, offering a convenient and fast way to order and receive food. #### 2. Product Goals & Objectives - Provide a convenient and fast way to order and receive food from a variety of restaurants - Increase access to food delivery options for customers - Increase revenue opportunities for restaurants #### 3. Product Constraints - Dependence on restaurant partnerships for food delivery options - Competition from other food delivery services ### AI Value Proposition Canvas #### Customer Profile | Jobs | Pains | Gains | | --- | --- | --- | | Want to order food from a variety of restaurants | Difficulty finding desired food options | Access to a wide range of food options | | Want to receive food quickly | Long wait times for delivery | Convenient and fast food delivery | | Want affordable food delivery options | High delivery fees | Affordable delivery options | | Want to track their order | Uncertainty about order status | Visibility into order status | #### Value Proposition | Products & Services | Pain Relievers | Gain Creators | | --- | --- | --- | | DoorDash mobile app | Wide range of restaurant options | Convenient and fast food delivery | | Delivery tracking system | Affordable delivery fees | Increased visibility into order status | | Partnership with numerous restaurants | Fast delivery times | Increased access to food delivery options | | DoorDash Drive, catering platform | Delivery time estimates | Increased revenue opportunities for restaurants | #### AI Strategy - Use machine learning algorithms to optimize delivery routes and reduce delivery times - Implement natural language processing capabilities to improve customer service and support - Use computer vision to improve order accuracy and reduce errors - Use data analytics to identify popular food items and trends, and optimize restaurant partnerships #### AI Tactics - Use historical delivery data to predict delivery times and optimize delivery routes - Implement chatbot capabilities to handle customer inquiries and support requests - Use image recognition to ensure accurate order fulfillment and reduce errors - Analyze customer data to identify popular food items and trends, and target restaurant partnerships accordingly

## Blue Ocean Strategy Analysis for DoorDash ### Product Description DoorDash is a food delivery platform that connects customers with restaurants and delivery drivers through a mobile app. It offers a convenient and fast way to order and receive food from a variety of restaurants. ### Product Goals & Objectives The main goal of DoorDash is to provide a convenient and fast way to order and receive food from a variety of restaurants. The objectives include increasing access to food delivery options for customers and increased revenue opportunities for restaurants. ### Product Constraints DoorDash is dependent on restaurant partnerships for food delivery options and faces competition from other food delivery services. ### Blue Ocean Strategy Framework Application #### Create New Demand To create new demand, DoorDash can expand its reach by partnering with more restaurants. Additionally, DoorDash can create a subscription service model that offers unlimited deliveries for a monthly fee. This would incentivize customers to order more frequently and could also create recurring revenue for DoorDash. #### Reduce Costs To reduce costs, DoorDash can negotiate better deals with its restaurant partners. This would allow DoorDash to offer lower prices to customers while still maintaining profitability. Additionally, DoorDash can optimize its delivery routes to reduce transportation costs. #### Increase Convenience To increase convenience, DoorDash can offer a wider variety of delivery options, such as curbside pickup or contactless delivery. It can also improve its app's user interface and search capabilities to make it easier for customers to find the food they want. #### Improve User Experience To improve the user experience, DoorDash can implement a review system that allows customers to rate their delivery experience. This would incentivize drivers to provide better service and would also help DoorDash identify areas for improvement. ### Tactics - Expand partnerships with restaurants to increase food options - Offer a subscription service model to incentivize frequent orders - Negotiate better deals with restaurant partners to offer lower prices to customers - Optimize delivery routes to reduce transportation costs - Offer a wider variety of delivery options to increase convenience - Improve app's user interface and search capabilities to make it easier for customers to find food - Implement a review system to improve the user experience By implementing these tactics, DoorDash can differentiate itself from competitors and create a unique solution that offers convenience, affordability, and a wide variety of food options to customers.

## CIRCLES Framework Analysis for DoorDash ### Customers Target customers: People who want to order food from a variety of restaurants and have it delivered to their doorstep. Customer needs: Convenience, fast delivery, and a wide variety of food options. Insights: Customers are willing to pay a premium for convenience and fast delivery. ### Insights Market trends: Food delivery services have become increasingly popular due to the convenience they offer. Industry analysis: There is strong competition in the food delivery industry, with several established players and new entrants. ### Revenue Revenue opportunities: DoorDash generates revenue through commissions from restaurants and delivery fees from customers. Pricing strategy: DoorDash charges a percentage of the order total as commission. ### Competition Competitive landscape: DoorDash faces competition from established players such as GrubHub and Uber Eats, as well as new entrants. Competitive advantage: DoorDash's focus on providing a wide variety of food options and fast delivery times can differentiate it from its competitors. ### Leadership Leadership team: Tony Xu is the CEO of DoorDash. Experience and expertise: The leadership team has experience in technology, logistics, and food service. ### Execution Operations: DoorDash has a large network of drivers and partnerships with restaurants to enable fast and efficient delivery. Marketing and sales: DoorDash uses social media, advertising, and partnerships to promote its services. ### Strategy Overall strategy: DoorDash's strategy is to provide a convenient and fast way to order and receive food from a variety of restaurants, while increasing revenue opportunities for restaurants. Key initiatives: DoorDash can focus on expanding its restaurant partnerships and improving delivery times to maintain its competitive advantage.

## DHM AI Framework Analysis for DoorDash ### Desirability - DoorDash offers a convenient and fast way to order and receive food from a variety of restaurants, making it a desirable option for customers who value convenience and variety. - To further improve desirability, DoorDash can focus on expanding its restaurant partnerships to offer even more food options, and improving its app's user interface and ordering process to make it even more seamless and user-friendly. ### Viability - DoorDash's revenue model is based on taking a commission from restaurant sales made through its platform. As long as it continues to attract customers and restaurants to its platform, it should remain a viable business. - However, DoorDash faces competition from other food delivery services, which could affect its viability if it is unable to differentiate itself or attract enough customers and restaurants. - To maintain its viability, DoorDash can focus on building a strong brand and reputation, expanding its offerings to include additional services beyond food delivery, and improving its operational efficiency to reduce costs. ### Feasibility - DoorDash's main constraint is its dependence on restaurant partnerships for food delivery options. This limits its ability to offer delivery from all restaurants, and also makes it vulnerable to changes in restaurant partnerships and availability. - To improve feasibility, DoorDash can explore alternative delivery options, such as partnering with independent drivers or investing in its own delivery infrastructure. It can also focus on building strong relationships with its restaurant partners to ensure continued availability and reliability.

## Using the JTBD Framework to Analyze DoorDash ### Product Description DoorDash is a food delivery platform that connects customers with restaurants and delivery drivers through a mobile app. It offers a convenient and fast way to order and receive food from a variety of restaurants. ### Product Goals & Objectives The main goal of DoorDash is to provide a convenient and fast way to order and receive food from a variety of restaurants. DoorDash aims to increase access to food delivery options for customers and increased revenue opportunities for restaurants. ### Product Constraints DoorDash has a few constraints that may impact its growth: - Dependence on restaurant partnerships for food delivery options - Competition from other food delivery services ### JTBD Analysis #### Job: Satisfy hunger quickly and easily - Customer's Desired Outcome: To get food delivered quickly and easily - Customer's Pain Points: - Limited delivery options - Long wait times for delivery - Expensive delivery fees #### Job: Try new restaurants - Customer's Desired Outcome: To discover and try new restaurants - Customer's Pain Points: - Limited restaurant options - No way to easily compare and review restaurants ### Strategy To address the pain points and improve the overall customer experience, DoorDash should focus on the following strategies: - Expand restaurant partnerships to offer a wider range of options for customers - Reduce delivery times and fees to improve convenience and affordability for customers - Implement a rating and review system for restaurants to help customers discover and compare new options - Increase marketing efforts to attract new customers and retain existing ones By executing these strategies, DoorDash can improve its customer experience, increase its customer base, and remain competitive in the food delivery industry.

### HEART Framework Analysis for DoorDash #### 1. Product Description - Happiness: Customers should feel satisfied with the food they receive and the delivery experience. - Engagement: The app should make it easy for customers to find and order from restaurants. - Adoption: The app should be easy to use and navigate for new customers. - Retention: Customers should continue to use DoorDash for their food delivery needs. - Task Success: The app should successfully deliver orders to customers. #### 2. Product Goals & Objectives - Happiness: Increase customer satisfaction ratings by X% within the next quarter. - Engagement: Increase app usage by X% within the next quarter. - Adoption: Increase new customer sign-ups by X% within the next quarter. - Retention: Increase customer retention rate by X% within the next quarter. - Task Success: Increase successful delivery rate by X% within the next quarter. #### 3. Product Constraints - Happiness: Dependence on restaurant partnerships for food delivery options could limit customer satisfaction if restaurants are unable to fulfill orders. - Engagement: Competition from other food delivery services could make it difficult to retain and engage customers. - Adoption: Complexity in the app's user interface could prevent new customers from adopting the platform. - Retention: Poor delivery experiences could lead to a decrease in customer retention. - Task Success: Dependence on delivery drivers could lead to unsuccessful deliveries if drivers are unavailable or unreliable. #### Strategy and Tactics - Happiness: Partner with high-quality restaurants to ensure a positive food delivery experience and offer customer support for any issues that arise. - Engagement: Increase marketing efforts to promote DoorDash's unique offerings and differentiate the platform from competitors. - Adoption: Conduct user testing to identify areas in the app's user interface that could be simplified or improved for new customers. - Retention: Implement a loyalty program to incentivize customers to continue using DoorDash and address any delivery issues promptly. - Task Success: Implement a driver rating system to ensure reliable and high-quality drivers are utilized for deliveries.

## Analysis ### 1. Product Description DoorDash is a food delivery platform that connects customers with restaurants and delivery drivers through a mobile app. It offers a convenient and fast way to order and receive food from a variety of restaurants. ### 2. Product Goals & Objectives The ultimate goal of DoorDash is to provide a convenient and fast way for customers to order and receive food from a variety of restaurants. In order to achieve this goal, DoorDash has the following objectives: - Increase access to food delivery options for customers - Increase revenue opportunities for restaurants ### 3. Product Constraints DoorDash faces several constraints, including: - Dependence on restaurant partnerships for food delivery options - Competition from other food delivery services ## Strategy Based on our analysis, the Northstar Metric for DoorDash should be the number of orders fulfilled through the platform. This metric encapsulates the ultimate value delivered to users (convenient and fast food delivery) while also aligning with the business objectives (increased revenue opportunities for restaurants). To achieve this Northstar Metric, DoorDash should focus on the following strategies: 1. Increase restaurant partnerships: DoorDash should continue to expand its partnerships with restaurants in order to offer a wider variety of food options to customers. 2. Improve delivery times: DoorDash should work to improve delivery times in order to offer customers a faster and more convenient service. 3. Enhance user experience: DoorDash should focus on improving the user experience of its mobile app in order to make it easier and more convenient for customers to order food. ## Tactics To execute these strategies, DoorDash should implement the following tactics: 1. Offer incentives for new restaurant partnerships: DoorDash should offer incentives, such as discounted commission rates, to restaurants that partner with the platform. 2. Optimize delivery routes: DoorDash should use data analytics to optimize delivery routes and minimize delivery times. 3. Implement user-friendly features: DoorDash should implement user-friendly features such as saved payment information, order tracking, and personalized recommendations for restaurants and dishes. By focusing on these strategies and tactics, DoorDash can achieve its Northstar Metric, increase its customer base, and drive revenue growth for both itself and its restaurant partners.

## SWOT Analysis for DoorDash ### Strengths - Established brand and reputation in food delivery industry - Wide range of restaurant partnerships and menu options - Convenient and easy-to-use mobile app ### Weaknesses - Dependence on restaurant partnerships for food delivery options - Limited control over food quality and delivery time - High competition from other food delivery services ### Opportunities - Increasing demand for food delivery services due to changing consumer preferences and lifestyle - Potential for expansion into new markets and partnerships with additional restaurants - Integration with other services, such as grocery delivery or meal planning ### Threats - Competition from established players, such as Grubhub and Uber Eats - Potential for government regulations and fees on food delivery services - Economic downturns and decreased consumer spending ### Strategy To leverage its strengths and opportunities, DoorDash should focus on expanding its partnerships with restaurants and improving its delivery times and food quality. This can be achieved by investing in its delivery infrastructure and technology to better track delivery times and ensure food quality. Additionally, DoorDash should explore opportunities to integrate with other services, such as grocery delivery or meal planning, to increase its value proposition to customers. To address its weaknesses and threats, DoorDash should work to reduce its dependence on restaurant partnerships by exploring alternative delivery methods, such as in-house delivery or partnerships with independent couriers. Additionally, DoorDash should closely monitor and adapt to changes in government regulations and fees on food delivery services, and be prepared to adjust its pricing and business model accordingly. Overall, DoorDash should continue to prioritize customer convenience and satisfaction, while simultaneously working to diversify its revenue streams and strengthen its position in the highly competitive food delivery market.

## Porter's Five Forces Framework Analysis for DoorDash 1. Threat of New Entrants: * Low barriers to entry in the food delivery market have resulted in a high number of new entrants, increasing competition in the market. * DoorDash's established brand recognition and partnerships with restaurants provide a competitive advantage over new entrants. 2. Bargaining Power of Suppliers: * DoorDash's suppliers are primarily restaurants, with whom DoorDash has a significant dependence on for food delivery options. * Restaurants have bargaining power with respect to the commissions and fees that DoorDash charges for its services. * DoorDash's large market share and established partnerships provide some leverage in negotiations with restaurants. 3. Bargaining Power of Buyers: * Customers have a high bargaining power due to the availability of several food delivery options. * However, DoorDash's large customer base and established brand recognition provide some leverage in negotiations with customers. 4. Threat of Substitutes: * DoorDash faces a high threat of substitutes, including other food delivery services, takeout, and dining at restaurants. * However, DoorDash's convenience and fast delivery times provide a competitive advantage over substitutes. 5. Competitive Rivalry: * The food delivery market is highly competitive, with several major players such as Uber Eats, Grubhub, and Postmates. * DoorDash's established partnerships with restaurants and large customer base provide some competitive advantage. ### Strategy Recommendations 1. Capitalize on DoorDash's established brand recognition and partnerships with restaurants to maintain a competitive advantage over new entrants. 2. Negotiate favorable commissions and fees with restaurants to maintain strong supplier relationships and avoid being undercut by competitors. 3. Leverage DoorDash's large customer base and brand recognition to negotiate favorable terms with customers and reduce the threat of substitutes. 4. Focus on expanding DoorDash's delivery capabilities and reducing delivery times to further differentiate from substitutes and maintain a competitive advantage. 5. Continue to innovate and improve the DoorDash app to enhance the user experience and stay ahead of competitors.

# Opportunity Tree Framework Analysis for DoorDash ## Product Description DoorDash is a food delivery platform that connects customers with restaurants and delivery drivers through a mobile app. It offers a convenient and fast way to order and receive food from a variety of restaurants. ## Product Goals & Objectives The goal of DoorDash is to provide customers with a convenient and fast way to order and receive food from a variety of restaurants. It aims to increase access to food delivery options for customers and provide increased revenue opportunities for restaurants. ### Opportunity Tree The Opportunity Tree framework is a product management and business framework that helps identify potential opportunities for a product or service. It consists of three levels: 1. Customer Needs and Wants 2. Product Opportunities 3. Technical Feasibility #### Customer Needs and Wants The first level of the Opportunity Tree framework focuses on identifying customer needs and wants. In the case of DoorDash, some potential customer needs and wants include: - Convenience: Customers may want a fast and convenient way to order and receive food from a variety of restaurants. - Variety: Customers may want a wide variety of restaurant options to choose from. - Value: Customers may want affordable food delivery options. #### Product Opportunities The second level of the Opportunity Tree framework focuses on identifying potential opportunities for the product. In the case of DoorDash, some potential product opportunities include: - Expansion to new markets: DoorDash can expand its services to new markets to increase its customer base and revenue opportunities. - Partnering with popular restaurants: DoorDash can partner with popular restaurants to offer customers a wider variety of options. - Developing a loyalty program: DoorDash can develop a loyalty program to incentivize customers to continue using its services. #### Technical Feasibility The third level of the Opportunity Tree framework focuses on identifying technical feasibility. In the case of DoorDash, some potential technical feasibility factors include: - Dependence on restaurant partnerships: DoorDash is dependent on restaurant partnerships for food delivery options, which may limit its ability to offer certain options to customers. - Competition from other food delivery services: DoorDash faces competition from other food delivery services, which may limit its ability to attract and retain customers. ### Strategy Based on the Opportunity Tree analysis, DoorDash can develop a strategy that focuses on expanding its customer base and revenue opportunities while addressing technical feasibility concerns. This strategy can include: - Expanding to new markets to increase its customer base and revenue opportunities. - Partnering with popular restaurants to offer customers a wider variety of options. - Developing a loyalty program to incentivize customers to continue using its services. - Addressing technical feasibility concerns by building strong relationships with restaurant partners and offering competitive pricing and delivery options. By implementing this strategy, DoorDash can continue to grow its business and increase its value proposition to customers.

## TAM (Total Available Market) The total available market for DoorDash includes all customers who order food for delivery from restaurants. This includes individuals, families, and businesses. ## SOM (Serviceable Obtainable Market) DoorDash's serviceable obtainable market includes customers who have access to the DoorDash mobile application. This includes individuals with smartphones, tablets, or computers who live in areas where DoorDash operates. ## SAM (Serviceable Addressable Market) DoorDash's serviceable addressable market includes customers who use DoorDash to order food for delivery from restaurants. This includes individuals, families, and businesses who have used DoorDash in the past or are likely to use it in the future. ### Analysis and Strategy #### Product Description DoorDash is a food delivery platform that connects customers with restaurants and delivery drivers through a mobile app. It offers a convenient and fast way to order and receive food from a variety of restaurants. #### Product Goals & Objectives DoorDash aims to provide a convenient and fast way to order and receive food from a variety of restaurants, increase access to food delivery options for customers, and provide increased revenue opportunities for restaurants. To achieve these goals, DoorDash should focus on expanding its restaurant partnerships to provide a wider variety of food options for customers. Additionally, DoorDash should focus on improving the delivery experience to ensure that food is delivered quickly and reliably. #### Product Constraints DoorDash is dependent on restaurant partnerships for food delivery options, which means that it must maintain strong relationships with restaurants to provide a wide variety of food options for customers. Additionally, DoorDash faces competition from other food delivery services, which means that it must continue to innovate and provide a superior customer experience to remain competitive. To overcome these constraints, DoorDash should focus on building strong relationships with its restaurant partners by providing excellent customer service and support. Additionally, DoorDash should continue to innovate by developing new features and services that differentiate it from its competitors, such as expanded delivery options and improved user interfaces.

## Product Description DoorDash is a food delivery platform that connects customers with restaurants and delivery drivers through a mobile app. It offers a convenient and fast way to order and receive food from a variety of restaurants. ## Product Goals & Objectives ### Desired Behavior Customers repeatedly order food from DoorDash, increasing revenue for DoorDash and restaurants. ### Triggers - Customers feeling hungry or craving specific foods - Promotions and discounts on DoorDash - Lack of time or convenience to cook or dine out ### Ability - The DoorDash app is easy to navigate and offers a wide range of food options - Delivery drivers are reliable and timely ### Motivation - Customers value convenience and speed when ordering food - Customers are motivated by promotions and discounts ## Product Constraints ### Dependence on restaurant partnerships for food delivery options #### Desired Behavior DoorDash establishes partnerships with a wide range of restaurants to offer a variety of food options to customers. #### Triggers - Customers searching for specific restaurants or cuisines - Restaurants seeking increased revenue opportunities #### Ability - DoorDash has a team dedicated to establishing and maintaining restaurant partnerships - Delivery drivers are able to access and deliver food from partner restaurants #### Motivation - DoorDash is motivated to establish partnerships with a wide range of restaurants to offer a variety of food options to customers - Restaurants are motivated to increase their revenue opportunities through partnerships with DoorDash ### Competition from other food delivery services #### Desired Behavior Customers choose DoorDash over competitors for food delivery services. #### Triggers - Customers searching for food delivery options - Competitors offering promotions or discounts #### Ability - DoorDash offers a wide range of food options and reliable delivery drivers - DoorDash has a user-friendly app and website #### Motivation - Customers value convenience and speed when ordering food - DoorDash is motivated to remain competitive in the food delivery market ## Strategy and Tactics using the Fogg Behavior Model Framework ### Increase Motivation - Offer promotions and discounts to customers - Advertise DoorDash as a convenient and reliable food delivery service - Improve customer service to increase customer satisfaction and motivation to use DoorDash ### Increase Ability - Improve the DoorDash app and website to make it more user-friendly and efficient - Provide training and resources to delivery drivers to improve reliability and timeliness ### Increase Triggers - Advertise promotions and discounts through social media and email campaigns - Partner with more restaurants to offer a wider range of food options to customers

## Value Maturity Matrix Framework Analysis ### Product Description DoorDash is a food delivery platform that connects customers with restaurants and delivery drivers through a mobile app. The platform offers a convenient and fast way to order and receive food from a variety of restaurants. #### Value Maturity Analysis Stage 1: Basic DoorDash's product description meets the basic requirements for a food delivery service. It provides a platform that connects customers with restaurants and delivery drivers through a mobile app. Stage 2: Expected The convenience and speed of DoorDash's food delivery platform meet the expectations of customers who are looking for a fast and easy way to order food from a variety of restaurants. Stage 3: Desired DoorDash's platform is desired by customers who are looking for a wider range of food delivery options and a seamless ordering process. Stage 4: Differentiator DoorDash's platform differentiates itself from other food delivery services by offering a wide range of restaurant options and a user-friendly mobile app. ### Product Goals & Objectives #### Value Maturity Analysis Stage 1: Basic DoorDash's product goals and objectives meet the basic requirements for a food delivery service. They are focused on increasing access to food delivery options for customers and increasing revenue opportunities for restaurants. Stage 2: Expected The platform's goals and objectives are expected to result in increased customer satisfaction and restaurant revenue. Stage 3: Desired DoorDash's goals and objectives are desired by customers who are looking for a wider range of food delivery options and by restaurants who are looking to increase their revenue opportunities. Stage 4: Differentiator DoorDash's goals and objectives differentiate it from other food delivery services by focusing on increasing revenue opportunities for restaurants. ### Product Constraints #### Value Maturity Analysis Stage 1: Basic DoorDash's product constraints meet the basic requirements for a food delivery service. It is dependent on restaurant partnerships for food delivery options. Stage 2: Expected The platform's dependence on restaurant partnerships is expected given the nature of the food delivery industry. Competition from other food delivery services is also expected. Stage 3: Desired DoorDash's dependence on restaurant partnerships is desired by customers who are looking for a wide range of food delivery options. Stage 4: Differentiator DoorDash's dependence on restaurant partnerships differentiates it from other food delivery services by offering a wider range of restaurant options.

## McKinsey 7S Framework Analysis for DoorDash ### Strategy DoorDash's strategy is to offer a convenient and fast way to order and receive food from a variety of restaurants. The company's goal is to increase access to food delivery options for customers and increase revenue opportunities for restaurants. To achieve this, DoorDash has to maintain good relationships with restaurants and drivers, continuously improve its mobile app, and offer competitive pricing. ### Structure DoorDash's structure comprises three main groups: restaurants, customers, and delivery drivers. The company works with restaurants to offer a wide range of food options to customers. Customers use the DoorDash app to order food, and delivery drivers deliver the food to customers. ### Systems DoorDash's systems include its mobile app, which allows customers to order food, track delivery status, and make payments. The app also allows restaurants and drivers to manage their orders and deliveries. ### Shared Values DoorDash's core values include providing a convenient and fast food delivery service, offering a wide range of food options, and ensuring a positive experience for both customers and restaurant partners. ### Skills DoorDash requires a range of skills, including software engineering, operations management, customer service, and marketing. ### Style DoorDash's management style is focused on innovation, speed, and customer satisfaction. The company encourages employees to take risks, experiment with new ideas, and provide excellent customer service. ### Staff DoorDash's staff includes software engineers, operations managers, customer support representatives, and marketing professionals. The company values diversity and inclusivity in its workforce. ### Conclusion DoorDash's success depends on its ability to maintain good relationships with restaurant partners and delivery drivers, continuously improve its mobile app, and offer competitive pricing. The McKinsey 7S Framework highlights the importance of aligning the company's strategy, structure, systems, shared values, skills, style, and staff to achieve its goals and overcome its constraints.

## McKinsey 9 Box Matrix Framework Analysis for DoorDash ### Product Description DoorDash is a food delivery platform that connects customers with restaurants and delivery drivers through a mobile app. The platform offers a convenient and fast way to order and receive food from a variety of restaurants. ### Product Goals & Objectives The product goals and objectives for DoorDash are to provide a convenient and fast way to order and receive food from a variety of restaurants, increase access to food delivery options for customers, and increase revenue opportunities for restaurants. ### Product Constraints DoorDash is dependent on restaurant partnerships for food delivery options, which can limit the range of options available to customers. Additionally, DoorDash faces competition from other food delivery services, which can impact market share and revenue. ### McKinsey 9 Box Matrix Framework The McKinsey 9 Box Matrix Framework is a tool that can be used to analyze a product's strategic position and determine areas for improvement. The framework consists of a 3x3 matrix that plots a product's market attractiveness against its competitive position. #### Market Attractiveness Market attractiveness refers to the potential of a product's market in terms of size, growth potential, profitability, and competition. In the case of DoorDash, the market for food delivery services is large, with significant growth potential and strong profitability. However, the market is also highly competitive, with many established players vying for market share. #### Competitive Position Competitive position refers to a product's ability to compete effectively in its market. In the case of DoorDash, the company has a strong competitive position due to its established brand, wide range of restaurant partnerships, and convenient and easy-to-use mobile app. However, the company is dependent on restaurant partnerships for food delivery options, which can limit the range of options available to customers. #### Analysis Based on the McKinsey 9 Box Matrix Framework, DoorDash appears to have a strong competitive position in a highly attractive market. However, the company faces significant constraints related to its dependence on restaurant partnerships and competition from other food delivery services. To address these constraints, DoorDash could consider expanding its partnerships with restaurants to increase the range of food delivery options available to customers. The company could also invest in marketing and promotional activities to differentiate itself from competitors and increase brand awareness. Additionally, DoorDash could consider investing in the development of its own food delivery infrastructure to reduce dependence on restaurant partnerships and increase control over the food delivery process.

## AARRR Framework Analysis for DoorDash ### Acquisition #### Strategy - Increase brand awareness through targeted social media campaigns - Partner with popular influencers to promote DoorDash - Offer referral incentives to existing customers to encourage them to refer new customers #### Tactics - Advertise on social media platforms like Facebook, Instagram, and Twitter - Collaborate with influencers to create sponsored content on social media - Offer discounts or free deliveries to customers who refer new users to DoorDash ### Activation #### Strategy - Simplify the sign-up process to encourage more users to create accounts - Offer promotions and discounts to new users to encourage them to make their first order - Ensure that the platform is user-friendly and easy to navigate #### Tactics - Streamline the account creation process by minimizing the number of required fields - Offer a discount code for first-time users to incentivize their first order - Conduct user testing to identify any areas of the platform that may be confusing or difficult to navigate ### Retention #### Strategy - Implement a loyalty program to reward repeat customers - Send personalized offers and promotions to customers based on their order history - Provide excellent customer service to resolve any issues quickly and efficiently #### Tactics - Offer a point-based loyalty program that rewards customers for each order they place - Use customer data to identify patterns and preferences and tailor promotions accordingly - Train customer service representatives to handle inquiries and complaints effectively and efficiently ### Revenue #### Strategy - Expand the range of restaurants available on the platform to increase revenue opportunities - Increase order frequency through personalized promotions and offers - Implement dynamic pricing to optimize revenue #### Tactics - Recruit additional restaurant partners to increase the variety of food available on DoorDash - Use customer data to identify patterns and preferences and tailor promotions accordingly - Implement surge pricing during peak hours to maximize revenue ### Referral #### Strategy - Incentivize existing customers to refer new users to DoorDash - Partner with businesses to offer exclusive discounts to their employees - Use social media platforms to encourage customers to share their DoorDash experience with their networks #### Tactics - Offer a referral program that rewards existing customers with credits or discounts for each new user they refer - Partner with businesses to offer exclusive promotions to their employees as a perk - Encourage customers to share their DoorDash experience on social media by offering a discount code for their next order ## Conclusion DoorDash can use the AARRR framework to optimize its customer lifecycle and achieve its product goals and objectives. By implementing targeted strategies and tactics for each stage of the customer journey, DoorDash can increase acquisition, activation, retention, revenue, and referral and maintain a competitive edge in the food delivery market.

## Profit - Root Cause Analysis for DoorDash ### 1. Product Description DoorDash is an on-demand food delivery platform that connects customers with restaurants and delivery drivers through its mobile app. The platform offers a convenient and fast way for customers to order and receive food from a variety of restaurants. ### 2. Product Goals & Objectives #### Profit Goal: Increase revenue opportunities for restaurants and profitability for DoorDash. #### Root Cause Analysis: - Strengths: - DoorDash has a large customer base and a wide range of restaurant options. - The platform provides a convenient and fast way for customers to order food. - DoorDash has a strong brand reputation in the food delivery industry. - Weaknesses: - Dependence on restaurant partnerships for food delivery options. - Competition from other food delivery services. #### Strategy: - Leverage Strengths: - Expand DoorDash's reach by partnering with more restaurants and expanding its service area. - Offer a wider range of food options to customers. - Continue to provide a seamless and convenient ordering experience through the mobile app. - Address Weaknesses: - Develop partnerships with restaurants to increase food delivery options and reduce dependence on a limited number of partners. - Differentiate DoorDash's services from competitors by offering unique features such as exclusive restaurant partnerships or rewards programs. ### 3. Product Constraints #### Profit Goal: Maximize revenue opportunities despite the constraints of dependence on restaurant partnerships for food delivery options and competition from other food delivery services. #### Root Cause Analysis: - Strengths: - DoorDash's large customer base and wide range of restaurant options. - The platform provides a convenient and fast way for customers to order food. - Weaknesses: - Dependence on restaurant partnerships for food delivery options. - Competition from other food delivery services. #### Strategy: - Leverage Strengths: - Develop partnerships with restaurants to increase food delivery options and reduce dependence on a limited number of partners. - Offer a wider range of food options to customers. - Continue to provide a seamless and convenient ordering experience through the mobile app. - Address Weaknesses: - Differentiate DoorDash's services from competitors by offering unique features such as exclusive restaurant partnerships or rewards programs. - Continuously monitor competitor activities and make necessary adjustments to remain competitive in the industry.

## Analysis and Strategy for DoorDash using the DARCI Framework ### Product Description - D: DoorDash is a food delivery platform that connects customers with restaurants and delivery drivers through a mobile app. - A: DoorDash offers a convenient and fast way to order and receive food from a variety of restaurants. - R: The goal is to provide a seamless food delivery experience for customers and restaurants. ### Product Goals & Objectives - D: To provide a convenient and fast way to order and receive food from a variety of restaurants. - A: To increase access to food delivery options for customers and increased revenue opportunities for restaurants. - R: The goal is to provide a seamless food delivery experience for customers and restaurants. - C: Dependence on restaurant partnerships for food delivery options and competition from other food delivery services. - I: DoorDash will increase its market share by expanding its restaurant partnerships and improving its delivery times and customer service. - A: DoorDash will achieve these goals by investing in technology and operational improvements, as well as marketing and advertising campaigns. - D: The success of these efforts will be measured by increased revenue and customer satisfaction. - R: By achieving these goals, DoorDash will strengthen its position as a leading food delivery platform. ### Product Constraints - D: Dependence on restaurant partnerships for food delivery options and competition from other food delivery services. - A: DoorDash will overcome these constraints by expanding its restaurant partnerships and improving its delivery times and customer service. - R: The goal is to provide a seamless food delivery experience for customers and restaurants. - C: Dependence on restaurant partnerships and competition from other food delivery services create challenges for DoorDash. - I: DoorDash will address these challenges by investing in technology and operational improvements, as well as marketing and advertising campaigns. - A: DoorDash will achieve these goals by focusing on improving its customer service, expanding its restaurant partnerships, and developing innovative delivery options. - D: The success of these efforts will be measured by increased revenue and customer satisfaction. - R: By overcoming these constraints, DoorDash will strengthen its position as a leading food delivery platform. #### DARCI Table | Task | Responsible | Accountable | Consulted | Informed | | ---- | ----------- | ----------- | --------- | -------- | | Provide a convenient and fast way to order and receive food from a variety of restaurants | DoorDash Operations Team | DoorDash CEO | Restaurant Partners, Delivery Drivers | DoorDash Marketing Team | | Increase access to food delivery options for customers and increased revenue opportunities for restaurants | DoorDash Sales Team | DoorDash CEO | Restaurant Partners, Delivery Drivers | DoorDash Marketing Team | | Overcome dependence on restaurant partnerships and competition from other food delivery services | DoorDash Operations Team | DoorDash CEO | Restaurant Partners, Delivery Drivers | DoorDash Marketing Team |

## Product Monetization Strategy for DoorDash ### Key Features and Functionalities To develop a comprehensive product monetization strategy for DoorDash, we recommend offering the following premium features and functionalities as part of a subscription package: - Unlimited free delivery from select restaurants for a monthly fee - Priority restaurant selection for faster delivery times - Exclusive access to promotions and discounts - In-app tipping options for delivery drivers These premium features and functionalities will drive recurring revenue and customer loyalty by providing added value to users who upgrade to the premium version. ### Value Proposition and Differentiation The premium version of DoorDash offers users a more convenient and faster way to order and receive food from a variety of restaurants. With unlimited free delivery from select restaurants and priority restaurant selection, users can enjoy a hassle-free food delivery experience. In-app tipping options for delivery drivers also show DoorDash's commitment to providing a positive experience for both customers and drivers. ### Case Studies Subscription-based monetization models have been successfully applied in similar products, such as Amazon Prime and Spotify Premium. These examples demonstrate the effectiveness of offering added value to users through a subscription package. ### Strategic Ad Placements Strategic ad placements can also be an effective revenue generation opportunity for DoorDash. We recommend placing ads at the bottom of the app's home screen, as well as in the search results and restaurant listings pages. These placements will generate revenue without compromising the user experience. ### Monetization Plan We recommend offering the premium version of DoorDash for a monthly fee of $9.99. This subscription package will provide access to all premium features and functionalities mentioned above. Additionally, DoorDash can generate revenue through sponsored restaurant listings and commission-based fees from restaurant partners. Tailoring the monetization plan to align with DoorDash's unique characteristics and target audience will be crucial for its success. By offering added value to users through a subscription package and strategic ad placements, DoorDash can effectively scale and increase revenue while considering user needs and preferences.

## Product Monetization Strategy for DoorDash ### Key Features and Functionalities To develop a comprehensive product monetization strategy for DoorDash, we recommend offering the following premium features and functionalities as part of a subscription package: - Unlimited free delivery from select restaurants for a monthly fee - Priority restaurant selection for faster delivery times - Exclusive access to promotions and discounts - In-app tipping options for delivery drivers These premium features and functionalities will drive recurring revenue and customer loyalty by providing added value to users who upgrade to the premium version. ### Value Proposition and Differentiation The premium version of DoorDash offers users a more convenient and faster way to order and receive food from a variety of restaurants. With unlimited free delivery from select restaurants and priority restaurant selection, users can enjoy a hassle-free food delivery experience. In-app tipping options for delivery drivers also show DoorDash's commitment to providing a positive experience for both customers and drivers. ### Case Studies Subscription-based monetization models have been successfully applied in similar products, such as Amazon Prime and Spotify Premium. These examples demonstrate the effectiveness of offering added value to users through a subscription package. ### Strategic Ad Placements Strategic ad placements can also be an effective revenue generation opportunity for DoorDash. We recommend placing ads at the bottom of the app's home screen, as well as in the search results and restaurant listings pages. These placements will generate revenue without compromising the user experience. ### Monetization Plan We recommend offering the premium version of DoorDash for a monthly fee of $9.99. This subscription package will provide access to all premium features and functionalities mentioned above. Additionally, DoorDash can generate revenue through sponsored restaurant listings and commission-based fees from restaurant partners. Tailoring the monetization plan to align with DoorDash's unique characteristics and target audience will be crucial for its success. By offering added value to users through a subscription package and strategic ad placements, DoorDash can effectively scale and increase revenue while considering user needs and preferences.

## Role-played Stakeholder Perspectives ### CFO The CFO may be concerned about the financial implications of DoorDash's dependence on restaurant partnerships for food delivery options. They may suggest exploring alternative revenue streams, such as in-app advertising or subscription services, to diversify DoorDash's revenue sources and reduce the impact of any potential loss of restaurant partnerships. ### CMO The CMO may be concerned about the potential impact of competition from other food delivery services on DoorDash's market share and brand recognition. They may suggest increasing DoorDash's marketing efforts to differentiate the platform from competitors and build brand loyalty among customers. ### COO The COO may be concerned about the operational challenges of managing a large number of restaurant partnerships and ensuring consistent delivery quality. They may suggest investing in technology and processes to streamline operations and improve the customer experience, such as automated dispatching and real-time delivery tracking. ### CTO The CTO may be concerned about the technological infrastructure necessary to support DoorDash's growth and expansion. They may suggest investing in scalable and reliable systems to ensure the platform can handle increased demand and provide a seamless user experience for customers, restaurants, and delivery drivers. ### CEO The CEO may be concerned about balancing the needs of all stakeholders, including customers, restaurants, delivery drivers, and investors. They may suggest prioritizing initiatives that can benefit multiple stakeholders simultaneously, such as expanding the platform's geographic coverage or investing in sustainability initiatives to appeal to environmentally conscious customers.

Emotional Echoes: - Excitement about the potential revenue opportunities for restaurants and increased convenience for customers. - Anxiety about the dependence on restaurant partnerships and potential competition from other food delivery services. - Uncertainty about the success of the strategic decision and its impact on the company's future. - Motivation to continue improving the platform and expanding its reach. - Concern about the potential consequences of the decision on the company's reputation and relationships with partners.