## 1. Product Description Uber Eats is an online food delivery platform that connects users with local restaurants. The platform allows users to browse menus, place orders, and track their deliveries in real-time. With Uber Eats, users can enjoy meals from their favorite restaurants without leaving their home or office. ## 2. Product Goals & Objectives - Increase the number of restaurants available on the platform to provide users with a wider range of food options. - Improve the app's user experience to make it more intuitive and user-friendly. - Expand the platform's reach to more cities and countries to attract new users and increase revenue. - Increase the number of repeat customers by providing a seamless ordering and delivery experience. ## 3. Product Constraints - The platform must comply with local regulations and laws governing food delivery services. - The platform must ensure the safety and quality of the food being delivered. - The platform must maintain a high level of data security to protect user information and prevent fraud. To implement this strategy, we will use the GTM (Go-to-Market) Framework. This framework involves the following steps: 1. Define the target audience and understand their needs and preferences. 2. Develop a unique value proposition that sets the platform apart from competitors. 3. Create a marketing plan that effectively communicates the platform's value proposition to the target audience. 4. Implement the marketing plan and continuously monitor and adjust it based on user feedback and market trends. By following this framework, we can effectively launch and promote Uber Eats to attract and retain users and increase revenue.

1. Who are we crafting the product for? (Target Customer) - Busy individuals who want the convenience of ordering food from local restaurants and having it delivered to their doorstep. - People who are not able or willing to leave their homes to pick up food. 2. What does the product let this person do? (Capability) - Allows users to browse menus from local restaurants. - Enables users to place orders and pay for their food directly from the app. - Provides real-time delivery tracking. 3. When would someone need this capability? (Use Case) - When they are too busy to cook or go out to eat. - When they want to try new restaurants without leaving their homes. - When they are unable to leave their homes due to illness, disability, or other reasons. 4. How does the customer currently carry out this use case? (Current Way) - They may order food by phone or through the restaurant's website. - They may travel to the restaurant to pick up their food. 5. What are the limitations of doing it this way? - Ordering by phone or through the website may be inconvenient or time-consuming. - Traveling to the restaurant may be difficult or impossible for some individuals. 6. What is the underlying problem they run into? (Underlying Problem) - The current methods of ordering and picking up food may not be convenient or accessible for everyone. - There may be a lack of variety in the food options available to them. 7. What's the outcome of doing it your way? (Benefit) - Provides a more convenient and accessible way for customers to order and receive food from local restaurants. - Increases the variety of food options available to customers. - May increase revenue for local restaurants by expanding their customer base.

## TAM Analysis ### Total Addressable Market The total addressable market for Uber Eats includes all individuals who have access to a smartphone and are interested in ordering food online. This includes individuals in urban and suburban areas who may not have easy access to physical restaurants or who prefer the convenience of delivery. ### Serviceable Obtainable Market The serviceable obtainable market for Uber Eats includes individuals who live in areas where the service is available and who have a valid payment method. Additionally, this market may be expanded by partnering with local restaurants to offer a wider variety of cuisine options. ### Share of Market Uber Eats currently holds a significant portion of the food delivery market, with a reported 29.8% of the US market share as of 2020. However, there is still room for growth as the market continues to expand. ## SOM Analysis ### Strengths - Strong brand recognition and trust in the Uber name - Wide variety of restaurant partners to offer diverse cuisine options - Real-time tracking of deliveries for improved customer experience ### Opportunities - Expansion into new geographic markets - Partnerships with additional restaurants to offer even more options to customers - Integration with other Uber services, such as ride-sharing, for a more seamless experience ### Weaknesses - Dependence on independent contractors for delivery, leading to occasional issues with reliability and quality - Limited ability to control the quality of food preparation and packaging by restaurant partners - High fees for both restaurants and customers, potentially dissuading use ### Threats - Competition from other food delivery platforms, such as Grubhub and DoorDash - Potential backlash or regulation against the gig economy and independent contractor model - Economic downturns or other external factors affecting restaurant and consumer spending ## SAM Analysis ### Product Goals & Objectives - Increase market share by expanding into new geographic markets and partnering with additional restaurants - Improve customer experience through real-time tracking and reliable delivery - Maintain profitability by managing fees and optimizing operations ### Product Constraints - Dependence on independent contractors may limit control over the quality of delivery and customer experience - High fees for both restaurants and customers may limit adoption and retention - Competition from other food delivery platforms may limit market share growth Based on this analysis, a potential strategy for Uber Eats could include expanding into new geographic markets and partnering with additional restaurants to offer a wider variety of cuisine options. Additionally, the company may consider exploring opportunities to integrate with other Uber services for a more seamless experience. To mitigate weaknesses and threats, Uber Eats may need to carefully manage fees and optimize operations to maintain profitability, while also investing in quality control measures for delivery and customer experience.

## Three Horizons of Growth Framework Applied to Uber Eats The Three Horizons of Growth Framework is a tool that can be used to analyze and develop strategies for products. It considers three horizons of growth that correspond to different stages of a product's life cycle. ### Horizon 1: Core Product Horizon 1 represents the core product or service that a company offers. For Uber Eats, this would be the food delivery platform itself. Here are three examples of how to apply the Three Horizons of Growth Framework to the core product of Uber Eats: 1. Product Description: Uber Eats aims to provide an easy and convenient way for users to order food from local restaurants and have it delivered to their doorstep. To continue growing in Horizon 1, Uber Eats could focus on expanding its restaurant partnerships and improving the overall user experience of the platform through features such as personalized recommendations and streamlined checkout processes. 2. Product Goals & Objectives: Uber Eats' primary goal is to provide a reliable and efficient food delivery service. To achieve this goal in Horizon 1, Uber Eats could focus on improving delivery times and reducing errors in order fulfillment. Additionally, Uber Eats could work on expanding its reach by entering new markets and forming partnerships with additional restaurants. 3. Product Constraints: One major constraint for Uber Eats is the limited amount of time that restaurants can prepare and deliver food. To address this constraint in Horizon 1, Uber Eats could work on optimizing its delivery routes and streamlining its order fulfillment processes to minimize wait times for customers. Additionally, Uber Eats could explore alternative delivery methods such as drone delivery to further reduce delivery times. ### Horizon 2: Adjacent Opportunities Horizon 2 represents adjacent opportunities that are related to the core product. For Uber Eats, this could include features such as meal planning and grocery delivery. Here are three examples of how to apply the Three Horizons of Growth Framework to Horizon 2 opportunities for Uber Eats: 1. Product Description: Uber Eats could expand its offerings to include meal planning services that help users plan out their meals for the week and order ingredients directly from the platform. This would allow Uber Eats to become more of an all-in-one food service platform and provide additional value to users. 2. Product Goals & Objectives: The primary goal for Uber Eats in Horizon 2 could be to increase the overall value that it provides to users by expanding into adjacent food-related services. To achieve this goal, Uber Eats could focus on developing partnerships with grocery stores and other food-related businesses to offer a wider range of services. 3. Product Constraints: One major constraint for Uber Eats in Horizon 2 is the need to balance expansion into new services with the need to maintain the core food delivery platform. To address this constraint, Uber Eats could focus on developing new services that are closely related to its core platform and that provide clear value to users. ### Horizon 3: Future Opportunities Horizon 3 represents future opportunities that are not yet fully developed. For Uber Eats, this could include emerging technologies such as virtual reality or new food-related trends. Here are three examples of how to apply the Three Horizons of Growth Framework to Horizon 3 opportunities for Uber Eats: 1. Product Description: One potential future opportunity for Uber Eats could be to incorporate virtual reality technology into its platform, allowing users to experience the ambiance of a restaurant without leaving their homes. This would provide a unique and immersive experience for users and differentiate Uber Eats from other food delivery platforms. 2. Product Goals & Objectives: In Horizon 3, the primary goal for Uber Eats could be to explore new and emerging technologies and food-related trends in order to stay ahead of the curve and provide the most innovative and valuable services to users. 3. Product Constraints: One major constraint for Uber Eats in Horizon 3 is the uncertainty of emerging technologies and trends. To address this constraint, Uber Eats could focus on developing a flexible and adaptable platform that can quickly pivot to new opportunities as they arise.

Objection: "I'm worried about the quality of the food. How do I know that it will be fresh and tasty?" Response: We understand that you want to make sure your food is of the highest quality. At Uber Eats, we work with local restaurants to ensure that all food is prepared fresh and to the highest standards. We also offer a rating system, so you can see what other customers have said about the quality of the food. Instructions: Reassure the user that we take quality seriously and that we work with reputable restaurants. Emphasize the rating system as a way to gauge the quality of the food. Objection: "I'm concerned about the delivery time. What if my food arrives cold?" Response: We know that timely delivery is important to you, which is why we work hard to ensure that your food arrives as quickly as possible. Our delivery partners use insulated bags to keep your food at the proper temperature during transit. If your food does arrive cold, please contact us and we will make it right. Instructions: Highlight our commitment to fast delivery and the measures we take to keep food at the proper temperature. Encourage the user to contact us if there are any issues. Objection: "I'm worried about the cost. How do I know that it's worth it?" Response: We believe that our prices are competitive and reflect the value of the service we provide. By using Uber Eats, you can access a wide variety of restaurant options that you may not have otherwise been able to try. Plus, we offer promotions and discounts to help make your experience even more affordable. Instructions: Emphasize the value of the variety of restaurants available and the promotions and discounts we offer. Encourage the user to try us out and see for themselves. Objection: "I don't trust delivery drivers. What if they steal my food?" Response: We take the safety and security of your food seriously. All of our delivery partners undergo background checks and are trained to handle food with care. Additionally, we have measures in place to ensure that your food is delivered safely and securely. Instructions: Reassure the user that we take safety seriously and have measures in place to protect their food. Highlight our background check and training processes for delivery partners. Objection: "I'm concerned about the environmental impact of food delivery. How does Uber Eats address this issue?" Response: We understand that environmental sustainability is important, which is why we are committed to reducing our carbon footprint. We are exploring ways to make our delivery process more sustainable, such as using electric vehicles and encouraging restaurants to use eco-friendly packaging. Instructions: Highlight our commitment to sustainability and the steps we are taking to reduce our impact. Encourage the user to choose eco-friendly options when ordering from restaurants.

### Feature: User Experience Analytics As a seasoned Product Manager with expertise in customer experience analytics, I want to describe in detail step by step 5 user cases associated with Uber Eats' product description, its implications, and the desired outcomes, and constraints. #### Scenario 1: Ordering Food Given the user has chosen a restaurant and a menu item from Uber Eats When the user places an order Then the order is sent to the restaurant for preparation And the user can track the delivery in real-time And the user is notified when the order has been delivered to their doorstep. ##### Goal & Outcome The user can easily order food from local restaurants through Uber Eats, track the delivery, and receive notifications when the order has been delivered. ##### Product Constraints The restaurant must be partnered with Uber Eats for the user to order food through the platform. #### Scenario 2: Browsing Menus Given the user is browsing menus on Uber Eats When the user selects a menu item Then the user can view additional information about the item, such as a description and reviews. ##### Goal & Outcome The user can easily browse menus and view additional information about menu items to make informed decisions about what to order. ##### Product Constraints The restaurant must have provided information about the menu items, such as descriptions and reviews. #### Scenario 3: Rating and Reviewing Restaurants Given the user has received an order from a restaurant through Uber Eats When the user has finished eating Then the user can rate the restaurant on a scale of 1-5 stars And the user can leave a written review of their experience. ##### Goal & Outcome The user can provide feedback on their experience with a restaurant, which can be used to improve the overall quality of the platform and inform other users' decisions. ##### Product Constraints The user must have received an order from the restaurant through Uber Eats to rate and review it. #### Scenario 4: Searching for Restaurants Given the user is looking for a specific type of restaurant on Uber Eats When the user enters relevant search terms Then the user is shown a list of restaurants that match the search criteria. ##### Goal & Outcome The user can easily find restaurants that match their preferences, increasing the likelihood of them making a purchase. ##### Product Constraints The search terms must match information provided by the restaurants, such as cuisine type or restaurant name. #### Scenario 5: Troubleshooting Delivery Issues Given the user has encountered an issue with their delivery from Uber Eats When the user contacts customer service Then the user is assisted by a representative to resolve the issue. ##### Goal & Outcome The user can receive assistance in resolving delivery issues, improving their overall experience with the platform. ##### Product Constraints The user must contact customer service to receive assistance with delivery issues.

::: warning ❗ Before I begin, I would like to clarify that I cannot provide a valid analysis of the product's failure based on the given information alone. However, I can provide some potential reasons that could lead to the product's failure. ::: 1. Market competition: The food delivery industry is highly competitive, with many established players already in the market, such as Grubhub, DoorDash, and Postmates. The market saturation may make it difficult for Uber Eats to gain a significant market share. 2. Profitability: While the food delivery industry is growing, it is still a challenging market to make a profit. The high cost of delivery, marketing, and customer acquisition may make it difficult for Uber Eats to generate significant revenue. 3. Customer retention: Many food delivery customers are loyal to specific platforms, and it can be challenging to attract and retain customers. If Uber Eats cannot provide a unique value proposition, it may struggle to retain customers. 4. Restaurant partnerships: The success of Uber Eats is heavily dependent on its ability to partner with local restaurants. If it cannot attract a sufficient number of quality restaurant partners, it may not be able to provide a diverse range of food options, which could lead to a decline in customer satisfaction. 5. Delivery logistics: Delivery logistics can be complex, and if Uber Eats cannot optimize its delivery routes, it may lead to longer delivery times, which could negatively impact customer satisfaction. Additionally, if delivery costs are too high, it may discourage customers from using the platform.

As an expert Product Manager with experience in Customer Research with a deep understanding of user segmentation and customer analytics, I would generate a comprehensive report focusing on identifying specific user segments associated with Uber Eats, its implications, and the desired outcome and constraints. To conduct a thorough analysis, I would use various methods and public data sources, such as analyzing user demographics, studying behavioral patterns, examining usage patterns, gathering customer feedback and surveys, and conducting cohort analysis. By combining qualitative and quantitative insights, I would create a detailed report on the identified user segments within Uber Eats. The report would provide information that helps understand users, their needs, and behaviors, facilitating the customization and optimization of Uber Eats' user experience for each segment.

::: callout 📣 As an expert Product Manager with experience in Customer Journey Mapping and Customer Research, your task is to create a detailed Customer Journey Map (CJM) associated with Uber Eats, a food delivery platform that allows users to order food from local restaurants and have it delivered to their doorstep. ## Product Goals & Objectives The goal of Uber Eats is to provide a convenient and efficient food delivery service that meets the needs of its customers. It aims to offer a wide selection of restaurants and dishes, a seamless ordering process, and timely delivery. ## Product Constraints Uber Eats must balance the needs of its customers with the needs of its restaurant partners. It must also comply with local regulations and ensure the safety and quality of the food it delivers. To create the CJM, identify the key stages of the customer journey, such as awareness, consideration, purchase, and post-purchase. Within each stage, explore the various touchpoints and interactions the customer has with the product and brand. Pay close attention to the customer's emotions, motivations, pain points, and delights at each touchpoint. Evaluate the effectiveness of Uber Eats in meeting customer needs and expectations at each stage of the journey. Consider factors such as usability, value proposition, communication, and overall experience. To enhance the CJM, support your analysis with examples and relevant data specific to Uber Eats. In the final step, provide actionable recommendations for improving Uber Eats' customer journey and enhancing the overall experience. These recommendations should be based on the insights gathered from the CJM analysis. Consider areas where the customer journey can be streamlined, pain points can be addressed, and delightful moments can be amplified. By following this approach and presenting a detailed CJM, you will gain valuable insights into the customer's journey with Uber Eats. This understanding will enable you to make informed decisions and prioritize improvements that will enhance the overall customer experience. :::

::: aside 👉 As an expert Product Manager with experience in The Consumer Decision Journey (CDJ) and Customer Research, my task is to create a detailed Consumer Decision Journey (CDJ) associated with Uber Eats, its implications, and the desired outcome. ### Product Goals & Objectives Uber Eats aims to provide a seamless and convenient food delivery experience to its users. It wants to be the go-to platform for ordering food from local restaurants and ensure that users receive their orders on time and in good condition. ### Product Constraints Uber Eats faces competition from other food delivery platforms, which means that it needs to constantly innovate and improve its service to stay ahead. It also needs to ensure that restaurants are happy with the platform and that delivery drivers are content with their working conditions. ### Consumer Decision Journey (CDJ) #### Awareness The first stage of the CDJ is awareness. At this stage, potential users become aware of Uber Eats through various touchpoints, such as online ads, word-of-mouth recommendations, and social media. Uber Eats needs to ensure that it has a strong online presence and that its brand messaging is consistent and compelling. #### Consideration Once users are aware of the platform, they move on to the consideration stage. At this stage, they evaluate whether Uber Eats is the right platform for them. They consider factors such as the variety of restaurants available, the delivery times, and the overall user experience. Uber Eats needs to ensure that its value proposition is clear and that its platform is easy to use and navigate. #### Purchase If users decide to use Uber Eats, they move on to the purchase stage. At this stage, they place their order and make a payment. Uber Eats needs to ensure that the ordering process is smooth and that users feel confident in making a purchase. #### Delivery Once the order is placed, users move on to the delivery stage. At this stage, they track their delivery in real-time and receive updates on the status of their order. Uber Eats needs to ensure that its delivery process is efficient and that users receive their orders on time and in good condition. #### Post-Purchase After the delivery is complete, users move on to the post-purchase stage. At this stage, they provide feedback on their experience and may leave a review. Uber Eats needs to ensure that it collects feedback from users and uses it to improve its platform and service. ### Recommendations To enhance the CDJ for Uber Eats, I recommend the following: - Continuously improve the value proposition to ensure that it remains compelling and relevant to users - Streamline the ordering process to make it more intuitive and user-friendly - Improve the delivery process to ensure that orders are delivered on time and in good condition - Collect feedback from users and use it to improve the platform and service By following these recommendations, Uber Eats can enhance its CDJ and provide a better overall experience for its users. :::

# Uber Eats Analysis and Strategy ## Product Description Uber Eats is a food delivery platform that connects users with local restaurants. The platform allows users to browse menus, place orders, and track deliveries in real-time. Restaurants can use Uber Eats to expand their customer base and reach new audiences. ## Product Goals & Objectives - Increase revenue by expanding the customer base - Improve the user experience by making it easier to order and track deliveries - Increase the number of restaurants available on the platform ## Product Constraints - Limited resources for marketing and advertising - Competition from other food delivery platforms - Dependence on restaurant partnerships ## Action Prioritization Matrix Framework ### High Priority - Develop partnerships with new restaurants to increase the number of options available to users - Improve the user interface and experience to make it easier to order and track deliveries ### Medium Priority - Develop targeted marketing campaigns to attract new users and increase usage among existing users - Expand delivery options to reach more customers and increase revenue ### Low Priority - Develop partnerships with additional delivery services to expand delivery options - Develop new features, such as group ordering or meal planning, to increase engagement and usage By prioritizing these actions, Uber Eats can achieve its goals and objectives while navigating the constraints of the market.

## Strategy Pathways ### Option 1: Targeted Social Media Advertising This strategy would involve creating targeted social media advertising campaigns to promote Uber Eats to potential users in specific geographic areas. The benefits of this approach include the ability to reach a large audience quickly and the ability to tailor the message to specific demographics. However, the potential drawback is that it may be expensive to run a sustained advertising campaign. ### Option 2: Partnership with Local Restaurants A partnership with popular local restaurants could help to increase brand awareness and promote the use of Uber Eats among potential users. This strategy could involve offering exclusive deals or discounts to customers who order through the platform. The main benefit of this approach is that it could help to build trust with local communities and provide a more personal touch to the marketing efforts. However, there could be potential constraints in terms of finding the right restaurants to partner with and the willingness of those restaurants to work with Uber Eats. ### Option 3: Influencer Marketing Influencer marketing is a popular trend in the marketing industry, and it could be a useful strategy for Uber Eats. This approach would involve partnering with popular social media influencers to promote the platform to their followers. The main benefit of this approach is that it could help to create a buzz around the platform and increase brand awareness. However, there could be potential drawbacks in terms of finding the right influencers to work with and ensuring that the message resonates with the target audience. ### Option 4: Referral Program A referral program could be a useful strategy for incentivizing existing users to refer new users to the platform. This approach would involve offering rewards or discounts to users who refer new customers to the platform. The main benefit of this approach is that it could help to create a network effect and encourage more users to try the platform. However, there could be potential constraints in terms of ensuring that the rewards are attractive enough to encourage referrals. ### Option 5: Sponsored Events Sponsoring local events could be a useful strategy for increasing brand awareness and promoting the use of Uber Eats among potential users. This approach would involve sponsoring events such as food festivals or charity events and promoting the platform to attendees. The main benefit of this approach is that it could help to build trust with local communities and provide a more personal touch to the marketing efforts. However, there could be potential drawbacks in terms of finding the right events to sponsor and ensuring that the message resonates with the target audience.

::: callout 👉 Preliminary Text Uber Eats is a food delivery platform that allows users to order food from local restaurants and have it delivered to their doorstep. Users can browse menus, place orders, and track their deliveries in real-time. ::: To develop ten growth loops associated with Uber Eats, we will leverage the principles outlined in Nir Eyal's book "Hooked." These growth loops will be designed to drive engagement, acquisition, retention, or impact other key metrics. ### Product Description Uber Eats is a food delivery platform that allows users to easily order food from local restaurants and have it delivered to their doorstep. The platform is accessible through a mobile application and a website. Users can browse menus, place orders, and track their deliveries in real-time. ### Product Goals & Objectives - Increase user engagement with the platform - Acquire new users and expand the user base - Retain existing users and increase user loyalty - Increase revenue and profitability of the platform ### Product Constraints - Limited budget for marketing and advertising - Competition from other food delivery platforms - Challenges associated with food delivery logistics ## Growth Loops #### Loop 1: New User Welcome Trigger: A new user signs up for Uber Eats. Action: The user is presented with a tutorial on how to use the platform and is offered a discount on their first order. Variable Reward: The user receives a discount on their first order. Investment: The user invests time in learning how to use the platform. Target Audience: New users. Why it might work: By offering a discount and a tutorial, we can incentivize new users to engage with the platform and learn how to use it effectively. Impact Metric: Acquisition. gherkin Feature: New User Welcome Scenario: User signs up for Uber Eats Given the user has signed up for the platform When the user logs into the platform for the first time Then the user is presented with a tutorial on how to use the platform And the user is offered a discount on their first order #### Loop 2: Social Sharing Trigger: A user completes an order and is prompted to share their experience on social media. Action: The user shares their experience on social media. Variable Reward: The user receives social validation for sharing their experience. Investment: The user invests time in sharing their experience on social media. Target Audience: Users who have completed an order. Why it might work: By prompting users to share their experience on social media, we can increase awareness of the platform and drive new user acquisition. Impact Metric: Acquisition. gherkin Feature: Social Sharing Scenario: User completes an order and shares their experience on social media Given the user has completed an order When the user is prompted to share their experience on social media Then the user shares their experience on social media And the user receives social validation for sharing their experience #### Loop 3: Personalized Recommendations Trigger: A user opens the Uber Eats application. Action: The user is presented with personalized restaurant recommendations based on their ordering history. Variable Reward: The user discovers new restaurants they might not have otherwise found. Investment: The user invests time in exploring the personalized recommendations. Target Audience: Existing users. Why it might work: By presenting users with personalized restaurant recommendations, we can increase engagement with the platform and encourage users to try new restaurants. Impact Metric: Engagement. gherkin Feature: Personalized Recommendations Scenario: User opens the Uber Eats application Given the user has opened the Uber Eats application When the user is presented with personalized restaurant recommendations Then the user discovers new restaurants they might not have otherwise found And the user invests time in exploring the personalized recommendations #### Loop 4: Referral Program Trigger: A user completes an order and is presented with the option to refer a friend. Action: The user refers a friend to the platform. Variable Reward: The user receives a discount on their next order. Investment: The user invests time in referring a friend. Target Audience: Existing users. Why it might work: By incentivizing users to refer their friends to the platform, we can increase user acquisition and drive engagement with the platform. Impact Metric: Acquisition. gherkin Feature: Referral Program Scenario: User completes an order and refers a friend Given the user has completed an order When the user is presented with the option to refer a friend Then the user refers a friend to the platform And the user receives a discount on their next order #### Loop 5: Loyalty Program Trigger: A user completes a certain number of orders. Action: The user is enrolled in a loyalty program that offers discounts and other rewards for continued use of the platform. Variable Reward: The user receives discounts and other rewards for continued use of the platform. Investment: The user invests time in continuing to use the platform. Target Audience: Existing users. Why it might work: By incentivizing continued use of the platform through a loyalty program, we can increase user retention and drive engagement with the platform. Impact Metric: Retention. gherkin Feature: Loyalty Program Scenario: User completes a certain number of orders and is enrolled in a loyalty program Given the user has completed a certain number of orders When the user is enrolled in a loyalty program Then the user receives discounts and other rewards for continued use of the platform And the user invests time in continuing to use the platform

::: warning 👉 Preliminary Text Uber Eats is a food delivery platform that allows users to order food from local restaurants and have it delivered to their doorstep. Users can browse menus, place orders, and track their deliveries in real-time. ::: As a Product Manager specializing in creating referral programs, here are 10 unique ideas tailored to encourage customers to refer others associated with Uber Eats, its implications, and the desired outcome of increasing the number of Uber Eats users. ## Referral Tactic 1: Meal Discount Tactic Name: Meal Discount Description: Offer existing customers a discount on their next meal order for every referral they make that results in a new user signup. The discount could be a percentage off their next order or a fixed amount. Steps: 1. Determine the discount amount and type, and ensure it aligns with the product objectives and constraints. 2. Communicate the referral program and incentive to existing customers via email or push notification. 3. Provide customers with a unique referral code that they can share with their friends and family. 4. Track the number of new signups generated by each customer's referral code. 5. Once a new user has signed up using the referral code, provide the existing customer with the discount code. Insights: According to a study by the University of Pennsylvania, customers who received a referral incentive were 25% more likely to refer their friends, and those who received a discount were more likely to make a purchase. Challenges: One challenge may be ensuring that the discount amount does not exceed the expected customer lifetime value. A solution to this could be to offer a fixed discount amount rather than a percentage discount. ## Referral Tactic 2: Exclusive Restaurant Access Tactic Name: Exclusive Restaurant Access Description: Offer existing customers exclusive access to new restaurants before they are open to the public for every referral they make that results in a new user signup. Steps: 1. Identify new restaurants that are partnering with Uber Eats. 2. Offer existing customers exclusive access to these restaurants before they are open to the public for every referral they make that results in a new user signup. 3. Provide customers with a unique referral code that they can share with their friends and family. 4. Track the number of new signups generated by each customer's referral code. 5. Once a new user has signed up using the referral code, provide the existing customer with information on how to access the exclusive restaurant. Insights: Offering an exclusive experience can be a powerful motivator for customers to refer their friends. In a study by Nielsen, 92% of customers trust recommendations from friends and family over all other forms of advertising. Challenges: One challenge may be ensuring that the exclusive experience is valuable enough to motivate customers to refer their friends. A solution to this could be to partner with high-end restaurants that are not typically available for delivery. ## Referral Tactic 3: Free Delivery Tactic Name: Free Delivery Description: Offer existing customers free delivery for every referral they make that results in a new user signup. Steps: 1. Determine the delivery fee for your product and ensure it aligns with the product objectives and constraints. 2. Communicate the referral program and incentive to existing customers via email or push notification. 3. Provide customers with a unique referral code that they can share with their friends and family. 4. Track the number of new signups generated by each customer's referral code. 5. Once a new user has signed up using the referral code, provide the existing customer with free delivery on their next order. Insights: Delivery fees can be a significant barrier to entry for new users. Offering free delivery can remove this barrier and encourage new signups. Challenges: One challenge may be ensuring that the cost of free delivery does not exceed the expected customer lifetime value. A solution to this could be to offer free delivery for a limited time or a limited number of orders. ## Referral Tactic 4: Social Media Sharing Tactic Name: Social Media Sharing Description: Encourage existing customers to share their Uber Eats experiences on social media for every referral they make that results in a new user signup. Steps: 1. Create social media content that highlights the benefits of using Uber Eats. 2. Encourage existing customers to share this content on their social media channels. 3. Provide customers with a unique referral code that they can share with their friends and family. 4. Track the number of new signups generated by each customer's referral code. 5. Once a new user has signed up using the referral code, provide the existing customer with a social media shoutout or feature. Insights: Social media sharing can be a powerful tool for reaching new audiences. According to a study by Nielsen, 83% of customers trust recommendations from friends and family on social media. Challenges: One challenge may be ensuring that the content is engaging enough to motivate customers to share. A solution to this could be to feature user-generated content in the social media posts. ## Referral Tactic 5: Loyalty Program Tactic Name: Loyalty Program Description: Offer existing customers points or rewards for every referral they make that results in a new user signup. Steps: 1. Determine the reward structure and ensure it aligns with the product objectives and constraints. 2. Communicate the referral program and incentive to existing customers via email or push notification. 3. Provide customers with a unique referral code that they can share with their friends and family. 4. Track the number of new signups generated by each customer's referral code. 5. Once a new user has signed up using the referral code, provide the existing customer with loyalty points or rewards. Insights: Loyalty programs can be a powerful motivator for customers to refer their friends. According to a study by Accenture, 75% of customers are more likely to make a purchase if they are part of a loyalty program. Challenges: One challenge may be ensuring that the reward structure is valuable enough to motivate customers to refer their friends. A solution to this could be to offer points or rewards that can be redeemed for high-value items or experiences. ## Referral Tactic 6: Personalized Recommendations Tactic Name: Personalized Recommendations Description: Offer existing customers personalized restaurant recommendations for every referral they make that results in a new user signup. Steps: 1. Collect data on the customer's previous orders and preferences. 2. Use this data to create personalized restaurant recommendations. 3. Provide customers with a unique referral code that they can share with their friends and family. 4. Track the number of new signups generated by each customer's referral code. 5. Once a new user has signed up using the referral code, provide the existing customer with personalized restaurant recommendations. Insights: Personalized recommendations can be a powerful motivator for customers to refer their friends. According to a study by Segment, 71% of customers are frustrated when their experience is impersonal. Challenges: One challenge may be ensuring that the recommendations are valuable enough to motivate customers to refer their friends. A solution to this could be to partner with high-end restaurants or offer recommendations for niche cuisines. ## Referral Tactic 7: Invite-Only Events Tactic Name: Invite-Only Events Description: Offer existing customers exclusive access to invite-only events for every referral they make that results in a new user signup. Steps: 1. Identify events that are partnering with Uber Eats. 2. Offer existing customers exclusive access to these events for every referral they make that results in a new user signup. 3. Provide customers with a unique referral code that they can share with their friends and family. 4. Track the number of new signups generated by each customer's referral code. 5. Once a new user has signed up using the referral code, provide the existing customer with information on how to access the invite-only event. Insights: Offering an exclusive experience can be a powerful motivator for customers to refer their friends. In a study by Nielsen, 92% of customers trust recommendations from friends and family over all other forms of advertising. Challenges: One challenge may be ensuring that the exclusive experience is valuable enough to motivate customers to refer their friends. A solution to this could be to partner with high-end events that are not typically available to the public. ## Referral Tactic 8: Charity Donation Tactic Name: Charity Donation Description: Offer existing customers the opportunity to donate to a charity of their choice for every referral they make that results in a new user signup. Steps: 1. Identify a list of charities that align with the company's values and objectives. 2. Offer existing customers the opportunity to donate to one of these charities for every referral they make that results in a new user signup. 3. Provide customers with a unique referral code that they can share with their friends and family. 4. Track the number of new signups generated by each customer's referral code. 5. Once a new user has signed up using the referral code, provide the existing customer with information on how to donate to their chosen charity. Insights: Customers may be motivated to refer their friends if they know that their referrals will result in a donation to a good cause. In a study by Cone Communications, 87% of customers said they would purchase a product because a company advocated for an issue they cared about. Challenges: One challenge may be ensuring that the charity selection process is fair and transparent. A solution to this could be to partner with a third-party organization that manages charitable donations. ## Referral Tactic 9: VIP Access Tactic Name: VIP Access Description: Offer existing customers exclusive VIP access to new features or products for every referral they make that results in a new user signup. Steps: 1. Identify new features or products that are being added to Uber Eats. 2. Offer existing customers exclusive access to these features or products for every referral they make that results in a new user signup. 3. Provide customers with a unique referral code that they can share with their friends and family. 4. Track the number of new signups generated by each customer's referral code. 5. Once a new user has signed up using the referral code, provide the existing customer with information on how to access the VIP feature or product. Insights: Offering an exclusive experience can be a powerful motivator for customers to refer their friends. In a study by Nielsen, 92% of customers trust recommendations from friends and family over all other forms of advertising. Challenges: One challenge may be ensuring that the VIP access is valuable enough to motivate customers to refer their friends. A solution to this could be to offer VIP access to highly anticipated features or products. ## Referral Tactic 10: Collaborative Rewards Tactic Name: Collaborative Rewards Description: Offer existing customers rewards for collaborating with their friends on group orders. Steps: 1. Encourage customers to create group orders with their friends. 2. Provide customers with a unique referral code that they can share with their friends and family. 3. Track the number of group orders generated by each customer's referral code. 4. Once a certain number of group orders have been made using the referral code, provide the existing customer and their friends with rewards such as discounts or free meals. Insights: Customers may be more likely to refer their friends if they can collaborate on group orders. In a study by Loyalzoo, 81% of customers said that they would share a promotion with their friends if it was easy to do. Challenges: One challenge may be ensuring that the rewards are valuable enough to motivate customers to collaborate. A solution to this could be to offer rewards that are specifically tailored to group orders, such as a free appetizer for every group order made.

::: aside 👉 1. Key Barriers and Pain Points - Limited restaurant options in certain locations - Longer wait times during peak hours - Technical issues with the app or website 2. Product Goals & Objectives - Provide a seamless food delivery experience for users - Increase the number of restaurant options available on the platform - Reduce wait times for deliveries 3. Product Constraints - Limited delivery radius from restaurants - Dependence on restaurant availability for delivery services Core Functionalities - Browse restaurant menus - Place and track orders in real-time - Leave reviews for restaurants and delivery drivers Potential Barriers and Pain Points - Limited restaurant options can make it difficult for users to find desired cuisine or specific dishes. - Longer wait times during peak hours can lead to frustration and dissatisfaction with the service. - Technical issues with the app or website can impede the user experience and prevent orders from being placed or tracked. Recommendations - Partner with more restaurants to increase the variety of options available to users. - Offer incentives or promotions for off-peak hours to encourage users to order during non-peak times. - Continuously monitor and improve the technical performance of the app and website to prevent technical issues and ensure a smooth user experience. :::

### Onboarding Program for Uber Eats #### 1. Introduction - Welcome message to new users - Brief overview of Uber Eats - Explanation of the benefits of using Uber Eats #### 2. Getting Started - Explanation of how to download and install the Uber Eats app - Instructions on how to create an account - Overview of the user interface and navigation - Steps to customize user profile #### 3. Finding and Ordering Food - Explanation of how to find local restaurants - Overview of menu browsing and filtering options - Detailed instructions on how to place an order - Explanation of payment options and how to add a payment method #### 4. Tracking Deliveries - Overview of real-time delivery tracking - Explanation of how to track delivery progress - Overview of delivery notifications #### 5. Support and Help - Explanation of how to contact customer support - Overview of frequently asked questions - Introduction to community forums for additional support #### 6. Conclusion - Recap of the key features and benefits of Uber Eats - Call to action to start using Uber Eats #### Delivery Method The onboarding program will be delivered through the Uber Eats app and will be accessible to new users upon account creation. The program will be divided into six modules, which users can complete at their own pace. #### Supporting Materials - Short video tutorials demonstrating how to use key features - Interactive quizzes to reinforce learning - In-app support chat for additional assistance #### Examples - Walkthroughs of how to search for restaurants and place orders - Interactive quiz on payment methods and options #### Target Audience The onboarding program is designed for new users who are not familiar with the Uber Eats app. The program will take into consideration their prior knowledge and experience with similar services. #### Constraints - Onboarding program should be completed within one week of account creation - Onboarding program should be designed to be completed on a mobile device - The program should not require any additional downloads or installations By implementing this onboarding program, we aim to provide new users with a smooth and engaging experience when they first interact with Uber Eats. The 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 Framework Analysis for Uber Eats ### 1. Product Description Uber Eats is a food delivery platform that connects users with local restaurants. The platform allows users to browse menus, place orders, and track their deliveries in real-time. ### 2. Product Goals & Objectives Market Penetration: Uber Eats can increase its market share in existing markets by offering promotions and discounts to attract new customers and retain existing ones.Market Development: Uber Eats can expand its market by entering new geographic markets and partnering with more restaurants to offer a wider range of cuisines.Product Development: Uber Eats can develop new features and services to enhance the user experience, such as offering a subscription service for frequent users or partnering with grocery stores to offer grocery delivery.Diversification: Uber Eats can diversify its business by offering new services that complement its food delivery platform, such as providing meal-prep kits or partnering with food truck vendors. ### 3. Product Constraints Financial Constraints: Uber Eats may face financial constraints when expanding into new markets or developing new features.Regulatory Constraints: Uber Eats may face regulatory constraints when operating in certain regions or countries.Competition: Uber Eats faces competition from other food delivery platforms, such as GrubHub and DoorDash. Based on the Ansoff Matrix Framework analysis, Uber Eats can focus on market penetration and market development to increase its market share and expand its geographic reach. Additionally, product development can help differentiate Uber Eats from its competitors and provide additional value to its users. However, Uber Eats should be mindful of financial and regulatory constraints as it expands its business.

# Uber Eats Analysis Using AI Value Proposition Canvas ## 1. Product Description Uber Eats is a food delivery platform that allows users to order food from local restaurants and have it delivered to their doorstep. Users can browse menus, place orders, and track their deliveries in real-time. The platform also provides restaurants with a convenient way to reach more customers and increase their sales. ## 2. Product Goals & Objectives Goals - To provide users with a seamless and convenient food delivery experience - To increase the number of users and restaurants on the platform - To improve the quality and speed of delivery Objectives - Improve the app's user interface and experience - Expand the platform to include more restaurants and cuisines - Develop a robust and efficient delivery network ## 3. Product Constraints Technical Constraints - Limited ability to integrate with some restaurant systems - Dependence on third-party delivery partners for delivery logistics Business Constraints - Competition from other food delivery platforms - Dependence on restaurant partnerships for revenue ## AI Value Proposition Canvas ### Value Proposition - Personalized food recommendations based on user preferences and order history - Predictive delivery times based on traffic and restaurant preparation time - Real-time tracking and updates on order status ### Customer Segments - Busy individuals who want a quick and easy way to order food - Foodies who are interested in discovering new restaurants and cuisines - Restaurants who want to increase their sales and reach more customers ### Channels - In-app notifications and updates - Social media advertising and promotions - Referral programs and incentives ### Customer Relationships - Seamless and convenient ordering and delivery experience - Customer support and assistance with order issues - Loyalty and rewards programs ### Revenue Streams - Commission fees from restaurant sales - Delivery fees from users - Advertising and promotional revenue ### Key Resources - Robust delivery network and logistics - User and restaurant data for personalization and recommendations - AI and machine learning algorithms for predictive delivery times and personalized recommendations ### Key Activities - Developing and maintaining the app and delivery network - Partnering with restaurants and expanding the platform - Analyzing user data and feedback to improve the experience ### Key Partners - Restaurants for food preparation and sales - Delivery partners for logistics and transportation - Payment processors for secure and convenient transactions ## Conclusion By utilizing the AI Value Proposition Canvas, we can see that Uber Eats has a strong value proposition and customer segments, but also faces technical and business constraints. By focusing on improving the user experience, expanding the platform, and developing a robust delivery network, Uber Eats can continue to grow and succeed in the competitive food delivery market.

## Product Description Uber Eats is a food delivery platform that connects customers to local restaurants. With an intuitive user interface, customers can browse restaurant menus, place orders, and track their deliveries in real-time. Uber Eats aims to simplify the food ordering process and provide customers with a convenient and reliable delivery service. ## Product Goals & Objectives The primary goal of Uber Eats is to become the leading food delivery platform in the market. To achieve this goal, the following objectives have been identified: - Increase customer satisfaction by delivering food quickly and reliably - Expand the range of restaurants and cuisines available on the platform - Improve the user experience by making the app more intuitive and user-friendly - Increase profitability by reducing costs and optimizing delivery routes ## Product Constraints The following constraints have been identified for the Uber Eats platform: - Limited geographic coverage in some areas - Dependence on restaurant partners for food quality and availability - Intense competition in the food delivery market ### Blue Ocean Strategy Analysis #### Four Actions Framework 1. Create New Demand: Uber Eats can create new demand by partnering with local food trucks and vendors who do not have a physical restaurant location. This would expand the range of cuisines available on the platform and provide customers with a unique dining experience. 2. Reduce Costs: To reduce costs, Uber Eats can optimize delivery routes and introduce a rewards program to incentivize customers to order from restaurants located close to them. This would reduce delivery times and costs, while also increasing customer satisfaction. 3. Increase Convenience: Uber Eats can increase convenience by introducing a feature that allows customers to order food in advance and schedule a delivery time. This would reduce waiting times and provide customers with greater flexibility. 4. Improve User Experience: To improve the user experience, Uber Eats can introduce a feature that allows customers to track the status of their food in real-time. This would provide customers with greater transparency and peace of mind. By utilizing the Blue Ocean Strategy framework, Uber Eats can differentiate itself from its competitors and create a unique value proposition that resonates with customers.

## CIRCLES Framework Analysis for Uber Eats ### Customers - Target audience: People who want to order food online and have it delivered to their doorstep - Demographics: All age groups who are comfortable with using technology - Needs: Convenience, accessibility, variety of options ### Insights - The market for food delivery is growing rapidly, especially due to the COVID-19 pandemic - Customers value speed and accuracy of delivery, as well as quality of food - Customer loyalty can be built through personalized recommendations and promotions ### Revenue - Revenue primarily comes from commissions charged to restaurants on each order - Subscription services such as Uber Eats Pass can also provide a steady stream of revenue ### Competition - Major competitors include Grubhub, DoorDash, Postmates, and Seamless - Differentiation can be achieved through personalized recommendations, faster delivery times, and a larger variety of restaurants ### Leadership - Uber Eats is a subsidiary of Uber, a leading ride-sharing company - Strong leadership and financial backing can provide resources for growth and innovation ### Execution - A user-friendly app and website, coupled with seamless integration with Uber's ride-sharing app, can provide a smooth user experience - Ensuring timely and accurate delivery through partnerships with restaurants and reliable drivers is crucial ### Strategy - Expand into new markets and increase brand awareness through marketing campaigns and promotions - Offer personalized recommendations and promotions to build customer loyalty and increase repeat orders - Increase efficiency and speed of delivery through partnerships with more restaurants and optimizing delivery routes - Continuously innovate and improve the app and website for a better user experience

## DHM AI Framework Analysis for Uber Eats ### Desirability #### 1. Product Description Uber Eats is a food delivery platform that allows users to order food from local restaurants and have it delivered to their doorstep. Users can browse menus, place orders, and track their deliveries in real-time. #### 2. Product Goals & Objectives - Increase customer satisfaction by providing a seamless food delivery experience. - Expand the number of partner restaurants available on the platform. - Grow user base and increase revenue. #### 3. Product Constraints - Competition from other food delivery platforms. - Need to ensure food quality and timely delivery. ### Viability #### 1. Product Description Uber Eats generates revenue by taking a percentage of the order total from restaurants. They also charge users a delivery fee and other fees for additional services. #### 2. Product Goals & Objectives - Increase revenue by expanding the number of partner restaurants and users on the platform. - Optimize pricing strategy to maximize profitability. #### 3. Product Constraints - Need to balance profitability with affordability for users and partner restaurants. ### Feasibility #### 1. Product Description Uber Eats requires a strong technology infrastructure to manage orders, payments, and deliveries. They also need to maintain partnerships with local restaurants and delivery drivers. #### 2. Product Goals & Objectives - Continuously improve technology to provide a seamless user experience. - Maintain strong partnerships with restaurants and delivery drivers. #### 3. Product Constraints - Need to ensure scalability and reliability of technology infrastructure. - Need to maintain positive relationships with partner restaurants and delivery drivers.

## Product Description Uber Eats is a food delivery platform that connects users with local restaurants. It allows users to browse menus, place orders, and track their deliveries in real-time. The platform provides a simple and convenient way for users to order food and have it delivered directly to their doorstep. ## Product Goals & Objectives ### Jobs to be Done (JTBD) 1. Job: When users are hungry and don't want to cook, they want to order food from their favorite restaurants and have it delivered quickly and conveniently. - Outcome: Users are able to find and order food from their favorite restaurants in a quick and convenient way. 2. Job: When users are craving a specific type of food, they want to be able to easily find restaurants that offer that type of cuisine. - Outcome: Users are able to find restaurants that offer the type of cuisine they are craving. 3. Job: When users want to track their food delivery, they want to be able to do so in real-time. - Outcome: Users are able to track their food delivery in real-time and receive updates on the status of their order. ### Objectives - Increase the number of users on the platform by 10% within the next quarter - Increase the number of deliveries by 15% within the next quarter - Increase customer satisfaction ratings by 5% within the next quarter ## Product Constraints ### Technical Constraints - The platform must be compatible with a wide range of devices, including smartphones, tablets, and computers. - The platform must be able to handle a large volume of orders and deliveries at any given time. ### Business Constraints - The platform must adhere to local laws and regulations regarding food delivery and public health. - The platform must generate enough revenue to sustain the business and provide a return on investment for investors.

::: aside 👉 ## HEART Framework Analysis for Uber Eats ### Product Description Uber Eats is a food delivery platform that allows users to order food from local restaurants and have it delivered to their doorstep. Users can browse menus, place orders, and track their deliveries in real-time. ### Product Goals & Objectives 1. Happiness: To provide an enjoyable and convenient food delivery experience for users. 2. Engagement: To increase the frequency of orders and user engagement with the app. 3. Adoption: To increase the number of users who download and use the app. 4. Retention: To retain users and encourage them to continue using the app. 5. Task Success: To ensure that users are able to successfully place orders and receive their deliveries. ### Product Constraints 1. Technical Constraints: The app must be easy to use and operate on a variety of devices. 2. Time Constraints: The app must be developed and launched within a reasonable timeframe. 3. Market Constraints: The app must compete with other food delivery platforms and meet the needs of users in a competitive market. :::

## Product Description Uber Eats is a food delivery platform that connects users with local restaurants. The platform allows users to browse menus, place orders, and track their deliveries in real-time. Uber Eats also offers a range of features to enhance the user experience, such as personalized recommendations and promotions. ## Product Goals & Objectives ### Northstar Metric The Northstar Metric for Uber Eats is the number of completed orders per month. This encapsulates the ultimate value delivered to users, which is the ability to easily order food from local restaurants and have it delivered to their doorstep. ### Supporting Metrics - Order frequency: The number of orders placed by each user per month - Customer retention: The percentage of users who continue to use Uber Eats over time - Average order value: The average amount spent per order ## Product Constraints ### Technical Constraints - Compatibility with a wide range of devices and operating systems - Integration with third-party restaurant and delivery services - Reliable and secure payment processing ### Business Constraints - Competition from other food delivery platforms - Regulatory compliance with local laws and regulations - Balancing the interests of users, restaurants, and delivery drivers

## 1. Product Description Uber Eats is a food delivery platform that connects users with local restaurants. Users can browse menus, place orders, and track their deliveries in real-time. ## 2. Product Goals & Objectives ### Must-Haves - Delivery within a reasonable timeframe - Accurate order fulfillment - Easy-to-use interface for ordering and tracking - High-quality customer service ### Performance - Delivery within a faster timeframe than competitors - A wide selection of restaurant options - Customizable delivery options (e.g. contactless delivery) ### Delighters - Unique food options not available elsewhere - Exclusive restaurant partnerships - Real-time delivery tracking with driver information ## 3. Product Constraints ### Must-Haves - Compliance with local food safety regulations - Reliable delivery infrastructure ### Performance - Competitive pricing for delivery fees - Availability in a wide range of geographic areas ### Delighters - Transparent and fair payment practices for participating restaurants - Sustainable packaging options for deliveries Using the Kano Framework, we can prioritize these features based on their impact on user satisfaction. Must-haves and performance features are critical to user satisfaction, while delighters can exceed their expectations.

## SWOT Analysis for Uber Eats ### 1. Product Description #### Strengths - Wide variety of restaurant options - User-friendly interface for browsing menus and placing orders - Real-time delivery tracking #### Weaknesses - Limited delivery area - Some restaurants may not participate - Delivery fees may deter some users ### 2. Product Goals & Objectives #### Opportunities - Expand delivery area to reach more potential users - Partner with additional restaurants to increase menu options - Offer promotions and discounts to attract new users #### Threats - Competition from other food delivery platforms - Changes in regulations or laws regarding food delivery services - Economic downturns that may limit consumer spending ### 3. Product Constraints #### Strengths - Established brand name and reputation - Large user base and market share #### Weaknesses - Dependence on restaurant partners for menu options and availability - Reliance on drivers for timely and accurate deliveries - Limited control over restaurant quality and food safety ::: aside 👉 Note: This SWOT analysis is a preliminary assessment and may not capture all relevant factors. Further research and analysis may be necessary to fully understand Uber Eats' position in the market and potential areas for growth and improvement. :::

## Porter's Five Forces Framework Analysis ### Product Description Uber Eats is a food delivery platform that enables customers to order food from local restaurants and have it delivered to their doorstep. The platform provides a user-friendly interface that allows customers to browse menus, place orders, and track their deliveries in real-time. ### Product Goals & Objectives - To expand the company's market share in the food delivery industry by providing a convenient and reliable platform for customers to order food from local restaurants. - To increase customer satisfaction by providing fast and accurate delivery services. - To establish partnerships with local restaurants to offer a diverse range of menu options to customers. ### Product Constraints - Intense competition from other food delivery platforms such as GrubHub, DoorDash, and Postmates. - Dependence on restaurants to provide accurate and timely orders. - Regulation and legal issues related to food safety and delivery services in different regions. ### Analysis #### Threat of New Entrants The food delivery industry is highly competitive, and new entrants face significant challenges in establishing a foothold in the market. The existing players have already established strong brand recognition and have built extensive networks with local restaurants. Uber Eats has a strong market presence and an established reputation, which makes it difficult for new entrants to compete effectively. #### Bargaining Power of Suppliers The success of Uber Eats is heavily dependent on the quality of the food provided by local restaurants. Suppliers hold significant bargaining power due to the limited number of restaurants that meet Uber Eats' standards. To mitigate this risk, Uber Eats has established partnerships with local restaurants to ensure that they deliver quality food and meet delivery deadlines. #### Bargaining Power of Customers Customers have significant bargaining power in the food delivery industry due to the availability of multiple options. To retain customers, Uber Eats offers competitive pricing and a user-friendly platform that allows customers to easily place and track their orders. However, customers may switch to other platforms if they find better deals or experience issues with the service. #### Threat of Substitutes The food delivery industry faces a threat from substitute products such as meal kits and grocery delivery services. To counter this threat, Uber Eats has expanded its services to include grocery delivery and meal kits. This strategy allows the company to diversify its offerings and increase its customer base. #### Competitive Rivalry The food delivery industry is highly competitive, with multiple players vying for market share. Uber Eats faces intense competition from other food delivery platforms such as GrubHub, DoorDash, and Postmates. To remain competitive, Uber Eats focuses on providing a user-friendly platform, reliable delivery services, and a diverse range of menu options. ### Conclusion Uber Eats faces significant challenges in the highly competitive food delivery industry. However, the company has established a strong market presence and reputation through its user-friendly platform, reliable delivery services, and diverse menu options. To maintain its competitive edge, Uber Eats must continue to innovate and expand its services while mitigating the risks associated with suppliers, customers, and substitutes.

::: tip Opportunity Tree Framework The Opportunity Tree Framework is a product management and business framework that identifies opportunities for your product or business by analyzing the interplay between three key factors: - Product Description - Product Goals & Objectives - Product Constraints ::: ## 1. Product Description Uber Eats is a food delivery platform that connects users with local restaurants. Users can browse menus, place orders, and track their deliveries in real-time. Uber Eats aims to provide a convenient and reliable food delivery service that saves users time and effort. ## 2. Product Goals & Objectives - Increase market share in the food delivery industry - Improve user experience through faster delivery times and better customer service - Expand restaurant partnerships to offer a wider variety of food options ## 3. Product Constraints - Limited delivery range due to logistics and transportation limitations - Need to balance restaurant and user needs to maintain strong relationships with both parties - Need to manage costs and ensure profitability for both Uber Eats and partnering restaurants ### Opportunity Tree Analysis #### Product Description - Create a seamless ordering and delivery experience for users - Ensure a wide variety of food options for users to choose from - Build a strong brand identity for Uber Eats #### Product Goals & Objectives - Increase market share by expanding to new cities and regions - Improve delivery times and customer service through advanced logistics and tracking technology - Increase user engagement through loyalty programs and promotions - Expand restaurant partnerships to offer a wider variety of food options #### Product Constraints - Develop efficient and cost-effective delivery methods to expand delivery range - Maintain strong relationships with restaurants through fair pricing and reliable service - Balance user needs for convenience and affordability with restaurant needs for profitability By using the Opportunity Tree Framework, we can identify key opportunities for Uber Eats to improve its service and grow its business. For example, by developing more efficient delivery methods, Uber Eats can expand its delivery range and reach new customers in previously untapped areas. Additionally, by offering promotions and loyalty programs, Uber Eats can increase user engagement and build stronger relationships with its customers.

## TAM Analysis ### Total Addressable Market The total addressable market for Uber Eats includes all individuals who have access to a smartphone and are interested in ordering food online. This includes individuals in urban and suburban areas who may not have easy access to physical restaurants or who prefer the convenience of delivery. ### Serviceable Obtainable Market The serviceable obtainable market for Uber Eats includes individuals who live in areas where the service is available and who have a valid payment method. Additionally, this market may be expanded by partnering with local restaurants to offer a wider variety of cuisine options. ### Share of Market Uber Eats currently holds a significant portion of the food delivery market, with a reported 29.8% of the US market share as of 2020. However, there is still room for growth as the market continues to expand. ## SOM Analysis ### Strengths - Strong brand recognition and trust in the Uber name - Wide variety of restaurant partners to offer diverse cuisine options - Real-time tracking of deliveries for improved customer experience ### Opportunities - Expansion into new geographic markets - Partnerships with additional restaurants to offer even more options to customers - Integration with other Uber services, such as ride-sharing, for a more seamless experience ### Weaknesses - Dependence on independent contractors for delivery, leading to occasional issues with reliability and quality - Limited ability to control the quality of food preparation and packaging by restaurant partners - High fees for both restaurants and customers, potentially dissuading use ### Threats - Competition from other food delivery platforms, such as Grubhub and DoorDash - Potential backlash or regulation against the gig economy and independent contractor model - Economic downturns or other external factors affecting restaurant and consumer spending ## SAM Analysis ### Product Goals & Objectives - Increase market share by expanding into new geographic markets and partnering with additional restaurants - Improve customer experience through real-time tracking and reliable delivery - Maintain profitability by managing fees and optimizing operations ### Product Constraints - Dependence on independent contractors may limit control over the quality of delivery and customer experience - High fees for both restaurants and customers may limit adoption and retention - Competition from other food delivery platforms may limit market share growth Based on this analysis, a potential strategy for Uber Eats could include expanding into new geographic markets and partnering with additional restaurants to offer a wider variety of cuisine options. Additionally, the company may consider exploring opportunities to integrate with other Uber services for a more seamless experience. To mitigate weaknesses and threats, Uber Eats may need to carefully manage fees and optimize operations to maintain profitability, while also investing in quality control measures for delivery and customer experience.

## Analysis, Strategy, and Tactics for Uber Eats using the Fogg Behavior Model Framework: ### 1. Product Description: Uber Eats is a food delivery platform that connects customers with local restaurants. Customers can place orders through the Uber Eats app or website and have food delivered to their doorstep. ### 2. Product Goals & Objectives: - Goal: increase the number of orders placed through Uber Eats. - Objective 1: make ordering food through Uber Eats as convenient as possible. - Objective 2: increase the variety of restaurants available on Uber Eats. - Objective 3: improve the overall user experience of the app. ### 3. Product Constraints: - Limited delivery range. - Dependence on the availability of partner restaurants. ### Fogg Behavior Model Framework: The Fogg Behavior Model suggests that behavior change occurs when three elements come together at the same time: motivation, ability, and triggers. #### 1. Increase Motivation: - Offer promotions and discounts to incentivize customers to use the app. - Use targeted advertising to increase awareness and interest in Uber Eats. #### 2. Increase Ability: - Improve the user interface to make it more intuitive and user-friendly. - Expand the range of payment options to accommodate a wider range of customers. #### 3. Provide Triggers: - Use push notifications to remind customers of their past orders and promote new deals. - Partner with restaurants to offer exclusive deals and promotions to Uber Eats customers. By following these strategies and tactics, Uber Eats can increase the number of orders placed through the app and improve the overall user experience.

## Product Description Uber Eats is a food delivery platform that connects users with local restaurants. Customers can browse menus, place orders, and track their deliveries in real-time through the Uber Eats app or website. ## Product Goals & Objectives - Increase revenue for Uber by expanding into the food delivery market - Provide a convenient and easy-to-use platform for customers to order food from local restaurants - Offer delivery services to restaurants that may not have their own delivery drivers ## Product Constraints - Need to ensure timely and efficient delivery of food to maintain customer satisfaction - Dependence on restaurant partnerships to provide menu offerings and ensure food quality - Competition from other food delivery platforms, such as GrubHub and Postmates ### Value Maturity Matrix Framework Model Analysis #### Level 1: Reactive At this level, the company is focused on reacting to problems as they arise, rather than proactively working to prevent them. For Uber Eats, this would mean addressing customer complaints as they come in, rather than implementing measures to prevent issues from occurring in the first place. #### Level 2: Efficient At this level, the company is focused on optimizing processes and procedures to increase efficiency. For Uber Eats, this would mean streamlining the delivery process to ensure that food is delivered as quickly and efficiently as possible. #### Level 3: Proactive At this level, the company is focused on identifying potential issues before they arise and implementing measures to prevent them. For Uber Eats, this would mean using data analysis to identify potential delivery delays and taking proactive steps to prevent them from occurring. #### Level 4: Innovative At this level, the company is focused on innovation and finding new ways to provide value to customers. For Uber Eats, this could mean exploring new delivery methods, such as drones, or using AI to optimize the delivery process and improve customer satisfaction.

## Product Description Uber Eats is a food delivery platform that allows users to order food from local restaurants and have it delivered to their doorstep. Users can browse menus, place orders, and track their deliveries in real-time. ## Product Goals & Objectives ### Shared Values - To provide a convenient and reliable food delivery service for users - To support local restaurants by increasing their visibility and customer base ### Strategy - Expand the range of restaurants available on the platform to cater to a wider variety of users - Improve delivery times and maintain quality service through better logistics and technology - Increase user engagement through targeted marketing campaigns and promotions ### Structure - Develop a strong team of engineers, logistics professionals, and marketing specialists to support the platform's growth - Increase collaboration with restaurant partners to improve the overall user experience ### Systems - Implement advanced data analytics tools to gather insights on user behavior and preferences - Develop robust logistics and delivery systems to ensure timely and reliable service ### Style - Maintain a customer-centric approach in all aspects of the platform, from user interface design to customer support ### Staff - Hire and train a dedicated team of customer support representatives to handle user inquiries and complaints - Develop a culture of innovation and continuous improvement within the organization ### Skills - Develop a deep understanding of the food delivery market and emerging trends - Build expertise in logistics and supply chain management to optimize delivery operations ## Product Constraints - Regulatory compliance: The platform must adhere to local laws and regulations related to food delivery and safety. - Competition: The food delivery market is highly competitive, with many other platforms vying for market share. - Technological limitations: The platform's success is heavily dependent on its ability to leverage technology to provide a seamless user experience and efficient logistics operations. - Customer satisfaction: The platform's reputation depends on maintaining high levels of customer satisfaction, which requires a focus on quality service and reliable delivery. Using the McKinsey 7S Framework, we can see that Uber Eats' success depends on a combination of factors, including its strategy, structure, systems, style, staff, skills, and shared values. By developing a comprehensive approach that addresses each of these areas, Uber Eats can continue to grow and succeed in the highly competitive food delivery market.

## Product Analysis and Strategy using the McKinsey 9 Box Matrix Framework ### Product Description Uber Eats is a food delivery platform that allows users to order food from local restaurants and have it delivered to their doorstep. Users can browse menus, place orders, and track their deliveries in real-time. ### Product Goals & Objectives 1. Increase market share by expanding to new cities and partnering with additional restaurants. 2. Improve user experience by providing faster delivery times and better customer support. 3. Enhance profitability by optimizing delivery routes and reducing delivery costs. ### Product Constraints 1. Limited restaurant partnerships in certain regions. 2. Dependence on third-party delivery services for order fulfillment. 3. Regulatory challenges in certain cities and countries. ### McKinsey 9 Box Matrix Framework The McKinsey 9 Box Matrix Framework is a tool used to evaluate a company's portfolio of products or services based on two dimensions: market attractiveness and business strength. Using this framework, we can analyze and develop a strategy for Uber Eats as follows: #### High Market Attractiveness, High Business Strength (Invest/Grow) - Expand to new cities with high demand for food delivery services. - Partner with high-performing restaurants to offer exclusive menu items. - Develop a loyalty program to incentivize repeat orders. #### High Market Attractiveness, Low Business Strength (Build/Invest) - Improve delivery times to match or exceed industry standards. - Enhance customer support to address complaints and issues in a timely manner. - Develop partnerships with local delivery services to reduce costs and increase efficiency. #### Low Market Attractiveness, High Business Strength (Harvest/Divest) - Focus on high-performing markets and restaurants while divesting from low-performing ones. - Optimize delivery routes and reduce delivery costs to improve profitability. - Explore opportunities to offer premium services to high-value customers. #### Low Market Attractiveness, Low Business Strength (Retrench/Divest) - Discontinue operations in unprofitable markets. - Explore alternative revenue streams, such as catering or meal prep services. - Consider divesting from the food delivery business altogether. Using the McKinsey 9 Box Matrix Framework, we can develop a comprehensive strategy for Uber Eats that maximizes market share, profitability, and customer satisfaction.

## AARRR Analysis for Uber Eats ### 1. Product Description Uber Eats is a food delivery platform that connects users with local restaurants. Users can browse menus, place orders, and track their deliveries in real-time. The platform aims to provide a convenient and efficient way for users to order food from their favorite restaurants. ### 2. Product Goals & Objectives #### Acquisition - Increase brand awareness through targeted marketing campaigns - Expand user base by offering promotions and discounts - Partner with new restaurants to expand food options #### Activation - Simplify the onboarding process for new users - Encourage first-time users to place an order by offering incentives - Provide a seamless user experience for placing orders #### Retention - Offer personalized recommendations based on user preferences - Implement a loyalty program to incentivize repeat orders - Address user complaints and feedback to improve user satisfaction #### Revenue - Increase order volume by partnering with high-volume restaurants - Implement surge pricing during peak hours to increase revenue - Offer premium account options for frequent users #### Referral - Encourage users to refer friends and family through referral programs - Offer incentives for both the referrer and the referred - Leverage social media to increase brand awareness and encourage referrals ### 3. Product Constraints - Need to balance restaurant partnerships to ensure a diverse range of food options - Need to maintain a high level of customer service to ensure user satisfaction - Need to manage delivery logistics to ensure timely and accurate deliveries

## Profit - Root Cause Analysis ### 1. Product Description Uber Eats is a food delivery platform that connects users with local restaurants. It allows users to browse menus, place orders, and track their deliveries in real-time. The platform offers a convenient and time-saving solution for users who want to enjoy their favorite meals without leaving their homes. ### 2. Product Goals & Objectives #### Goals - Increase market share in the food delivery industry - Improve user experience and satisfaction - Increase the number of orders and revenue generated #### Objectives - Increase the number of partner restaurants - Implement features that enhance user experience, such as personalized recommendations and promotions - Streamline the delivery process to improve delivery times and accuracy ### 3. Product Constraints #### Financial Constraints - Limited budget for marketing and advertising - Pressure to generate profits and revenue growth #### Operational Constraints - Dependence on restaurant partners for supply - Limited ability to control the quality of the food and delivery process #### Technical Constraints - Limitations of the app and website in terms of functionality and user interface ### Analysis #### Profit Analysis - Revenue: The revenue generated by Uber Eats is dependent on the number of orders and the commission charged to restaurant partners. - Cost: The cost of running the platform includes operational expenses such as salaries, marketing, and maintenance. - Profit: The profit margin is the revenue minus the cost. #### Root Cause Analysis - Market Share: Uber Eats faces stiff competition from other food delivery platforms such as DoorDash and Grubhub, which limits its market share. - User Experience: The quality of the user experience is dependent on the app and website functionality, and the quality of food and delivery service provided by restaurant partners. - Revenue Growth: The revenue growth is dependent on the number of orders and the commission charged to restaurant partners, which can be limited by the number of partner restaurants and the frequency of user orders. ### Strategy #### Market Share - Increase the number of partner restaurants to offer more options and attract more users. - Implement a referral program to incentivize existing users to refer new users to the platform. - Leverage partnerships with local businesses and events to increase brand awareness and attract new users. #### User Experience - Implement features such as personalized recommendations and promotions to enhance the user experience. - Work with restaurant partners to improve food quality and delivery times. - Improve the app and website functionality and user interface to enhance the user experience. #### Revenue Growth - Increase the commission charged to restaurant partners to generate more revenue. - Implement features such as sponsored listings to increase revenue from restaurant partners. - Increase the frequency of user orders through targeted marketing campaigns and promotions.

## Product Description Uber Eats is a food delivery platform that allows users to order food from local restaurants and have it delivered to their doorstep. Users can browse menus, place orders, and track their deliveries in real-time. ## Product Goals & Objectives ### Goals - To provide a seamless and convenient food delivery service to users - To increase revenue for local restaurants by providing a wider market reach - To expand the user base and increase market share ### Objectives - Increase the number of registered users by 20% within the next quarter - Increase the number of partner restaurants by 15% within the next quarter - Reduce delivery time by 10% within the next quarter ## Product Constraints - Limited delivery range due to the time-sensitive nature of food delivery - Regulatory constraints on food safety and hygiene - Dependence on restaurant partners for menu items and availability ## DARCI Framework ### Decision Maker - Senior Product Manager ### Accountable - Product Manager ### Responsible - UX Designer - Software Engineer - Operations Manager ### Consulted - Marketing Manager - Restaurant Partners ### Informed - Customer Support Team

::: callout 🔔 Attention Product Manager! Your task is to develop a comprehensive product monetization strategy for Uber Eats, a food delivery platform that allows users to order food from local restaurants and have it delivered to their doorstep. ## Product Description Uber Eats is a platform that enables users to browse menus, place orders and track deliveries in real-time. ## Product Goals & Objectives Develop a comprehensive product monetization strategy that can drive recurring revenue and customer loyalty for Uber Eats. ## Product Constraints Consider user needs and preferences while identifying the key features, functionalities, or premium content that can be offered as part of a paid package. ## Monetization Plan - Identify key features, functionalities or premium content that can be offered as part of a paid package - Provide user case examples specific to Uber Eats, showcasing how this model can drive recurring revenue and customer loyalty - Highlight the value proposition and differentiation that can entice users to upgrade to the premium version - Include case studies that illustrate how this monetization model has been successfully applied in similar products - Recommend pricing models, revenue streams, pricing strategies, and any additional monetization opportunities that are specific to Uber Eats By developing this detailed monetization plan, you can effectively scale and increase revenue for Uber Eats while considering user needs and preferences. :::

## Profit - Root Cause Analysis ### 1. Product Description Uber Eats is a food delivery platform that connects users with local restaurants. It allows users to browse menus, place orders, and track their deliveries in real-time. The platform offers a convenient and time-saving solution for users who want to enjoy their favorite meals without leaving their homes. ### 2. Product Goals & Objectives #### Goals - Increase market share in the food delivery industry - Improve user experience and satisfaction - Increase the number of orders and revenue generated #### Objectives - Increase the number of partner restaurants - Implement features that enhance user experience, such as personalized recommendations and promotions - Streamline the delivery process to improve delivery times and accuracy ### 3. Product Constraints #### Financial Constraints - Limited budget for marketing and advertising - Pressure to generate profits and revenue growth #### Operational Constraints - Dependence on restaurant partners for supply - Limited ability to control the quality of the food and delivery process #### Technical Constraints - Limitations of the app and website in terms of functionality and user interface ### Analysis #### Profit Analysis - Revenue: The revenue generated by Uber Eats is dependent on the number of orders and the commission charged to restaurant partners. - Cost: The cost of running the platform includes operational expenses such as salaries, marketing, and maintenance. - Profit: The profit margin is the revenue minus the cost. #### Root Cause Analysis - Market Share: Uber Eats faces stiff competition from other food delivery platforms such as DoorDash and Grubhub, which limits its market share. - User Experience: The quality of the user experience is dependent on the app and website functionality, and the quality of food and delivery service provided by restaurant partners. - Revenue Growth: The revenue growth is dependent on the number of orders and the commission charged to restaurant partners, which can be limited by the number of partner restaurants and the frequency of user orders. ### Strategy #### Market Share - Increase the number of partner restaurants to offer more options and attract more users. - Implement a referral program to incentivize existing users to refer new users to the platform. - Leverage partnerships with local businesses and events to increase brand awareness and attract new users. #### User Experience - Implement features such as personalized recommendations and promotions to enhance the user experience. - Work with restaurant partners to improve food quality and delivery times. - Improve the app and website functionality and user interface to enhance the user experience. #### Revenue Growth - Increase the commission charged to restaurant partners to generate more revenue. - Implement features such as sponsored listings to increase revenue from restaurant partners. - Increase the frequency of user orders through targeted marketing campaigns and promotions.

::: warning 👉 Note: This instruction is not related to the document. ::: As an experienced Product Manager, monetizing Uber Eats involves identifying the key features and functionalities that can be offered as part of a one-time or subscription package to drive recurring revenue and customer loyalty. One approach could be to introduce premium features such as faster delivery times, exclusive menu items, and discounts on larger orders for a subscription fee. Another option could be to partner with local restaurants to offer loyalty programs, where users earn points for each order they place and can redeem them for discounts or free meals. It's also important to consider pricing models, revenue streams, and pricing strategies, such as surge pricing during peak hours or events. To develop a comprehensive monetization plan, case studies of similar products that have successfully applied these models can be studied and adapted to Uber Eats. By developing a robust monetization strategy, the desired outcome of increasing revenue and optimizing profitability can be achieved while still providing value to users and maintaining customer satisfaction. :::

::: note 🔍 Product Monetization Plan Product Description: Uber Eats is a food delivery platform that allows users to order food from local restaurants and have it delivered to their doorstep. Product Goals & Objectives: The primary goal is to increase revenue and customer loyalty by developing comprehensive product monetization tactics. Product Constraints: The monetization plan needs to be aligned with the company's core values and not negatively impact the user experience. Monetization Strategies: - Premium Service: Offer a premium service that provides users with exclusive benefits, such as faster delivery times or discounts on orders. This service could be offered for a monthly or annual fee. - Advertising: Allow restaurants to advertise their menu items on the Uber Eats app, charging them a fee based on the number of impressions or clicks their ads receive. - Data Monetization: Leverage the data collected from user orders to provide insights to restaurants about what items are popular and what types of dishes they should add to their menu. Charge restaurants a fee for this service. - Sponsored Content: Partner with popular food bloggers or influencers to promote specific menu items or restaurants. Charge these influencers a fee for their promotion. Case Studies: - Grubhub: Grubhub offers a premium service called Grubhub+ that provides users with exclusive discounts, free delivery, and cashback rewards. This service has proven successful in increasing customer loyalty and driving recurring revenue. - DoorDash: DoorDash allows restaurants to advertise their menu items on their app, charging them a fee based on the number of impressions or clicks their ads receive. This has allowed DoorDash to create a new revenue stream and provide users with more options when ordering food. :::

## Role-played Stakeholder Perspectives ### CFO The CFO may be concerned about the financial implications of the strategic decision outlined in the product description. They may be interested in the projected revenue growth and profitability of the new product offering. They may also want to know the cost of developing and implementing the new features, and how these costs will be offset by increased revenue. The CFO may suggest conducting a detailed financial analysis to ensure the investment is financially viable. ### CMO The CMO may be excited about the potential for the new product offering to attract new customers and increase brand loyalty. They may be interested in the marketing strategies and tactics that will be used to promote the new features. They may suggest engaging with influencers and using social media to create buzz around the launch. ### COO The COO may be concerned about the operational implications of the new product offering. They may want to ensure that the delivery logistics are scalable and efficient, and that the company has the resources to manage the increased demand. They may suggest conducting a thorough operational analysis to identify potential bottlenecks and ensure that the company can handle the increased volume. ### CTO The CTO may be interested in the technical aspects of the new product offering. They may want to know how the new features will be implemented and integrated into the existing technology stack. They may suggest conducting a detailed technical analysis to ensure that the new features can be developed and deployed within the desired timeframe. ### CEO The CEO may be focused on the overall vision and strategy of the company. They may be interested in the potential impact of the new product offering on the company's long-term growth and success. They may suggest conducting a SWOT analysis to identify potential opportunities and risks associated with the new features, and to ensure that the company is well-positioned to capitalize on them.

Emotional Echoes - Excitement about the potential growth of the platform and increased revenue. - Anxiety about potential negative consequences of the decision. - Confidence in the team's ability to execute the strategy effectively. - Frustration with potential roadblocks or challenges that may arise. - Hopeful about the positive impact the decision could have on the company and its users. - Fear of failure and the potential negative impact on the company and its reputation. - Empathy for the potential impact on employees and stakeholders affected by the decision.