Uber Fresh
Product Exercise Hackathon
Background
Needs for sellers and customers
Seller
•Local farmer wants to sell their organic products(vegetables/fruits/cheese...)
•Talented family cook wants to share/sell his/her delicious homemade food
•Public Transportation Issues (Long Distance, High Cost, Complicated Transfer)
Customer
•Customer want to eat fresh/organic vegetables/fruits/cooked food
uberFRESH
Uber’s advantages
•Uber Driver app has lots of registered drivers
•Trustworthy platform
Current market situation
Grocery Delivery App (Instacart, Shipt, Amazon)
•Expensive
•Often not fresh
•No direct connection to farmers
Farmer’s Market
•Transportation issues for customers
•Not available all the time
•Not convenient for farmers to sell their products
Neither of these satisfies sellers and customers’ needs, so uberFRESH has market potential
Mind map
Introducing uberFRESH
uberFRESH takes the form of two new channels in Uber Eats app: ORGANIC and HOMEMADE. Food vendors and customers can interact directly through this platform.
New features within the Uber Eats app
•Food vendors’ licenses
•Location-based match
•Supervision and execution
•Return Policy
•Rating
•News Feed Community
New channels (ORGANIC and HOMEMADE)
New features within the Uber Driver app
•Driver food pickup
•Delivery route
Personas
Sequence for all parties
Who’s involved in uberFRESH?
Seller
•Post available product list
•Provide products
Customer
•Purchase product nearby
•Share their shopping experiences
Driver
•Pick up products and deliver to customers
Uber
•Attract sellers, customers, and drivers to join
•Provide sorted product list to the customers nearby
•Form routes based on orders and notify drivers nearby
•Make profit
Basic feature screens
ORGANIC is a channel within the Uber Eats app
The customer opens the Uber Eats app, and by clicking on the ORGANIC button on the top, the customer sees a list of nearby farmer shops and their featured products with ratings.
HOMEMADE is a channel within the Uber Eats app
The customer opens the Uber Eats app, and by clicking on the HOMEMADE button on the top, the customer sees the list of nearby home cooks’ featured products with ratings.
My News feeds
By clicking on the second icon on the bottom, customers will see the news feeds of their friends. The posting system allows clients to @ other friends and the seller, advertising the good sellers. For users in this community, they can also see WHAT’S POPULAR by clicking the other button on the top.
Messages with others
By clicking on the third button on the bottom, customers can chat with sellers, deliverymen, and their friends.
How does a driver interact with uberFRESH?
•Uber publishes order information(pick-up location, quantity of food, drop-off location) to Uber Driver App (a new channel within the driver app)
•Driver selects the orders he is interested in
•Uber generates optimized route based on the driver’s selected orders’ pick-up location
•Once the driver finishes selecting order, the route for the day is generated
•Driver executes the route plan and make deliveries
Significant policies
Benefits
Launch plan draft
How to Define Success? (Suggested Metrics)
Seller Acquisition
•Number of sellers
•How/why does the seller base grow?
•How many active sellers (definition of an active seller)?
•What’s the average revenue per active seller?
•Where are sellers coming from?
•Which type of product is the most popular among sellers?
Driver Acquisition
•Number of drivers
•How/why does the driver base grow?
•How many active drivers (definition of an active driver)?
•What’s the average miles per driver?
•What’s the average order number per driver?
•Where are drivers coming from?
Customer Acquisition
•Number of customers
•How/why does the customer base grow?
•How many active customers (definition of an active customer)?
•What’s the average spent per active customer?
•Where are customers coming from?
•Are they referring their friends on the feeds?
•Which type of product is the most effective in getting customers?
Money
•Customer/Seller/Driver acquisition cost
•Supporting cost per order
•Average revenue per order
•Lifetime value of a customer/seller/driver
•Revenue growth rate
Conversion & Retention
•Conversion rate
•Churn rate
Customer Feedback
•What are people saying about the product (their satisfaction levels)?
•Sellers/Customers/Drivers’ Feedback on pricing
Route
•Popular routes’ average miles
•Popular routes’ active area types(suburb->city/city->suburb/suburb->suburb/city->city)
Estimated Profit
We assume there are 150,000 families among 800,000 people in San Francisco. Consider if 1,500 of them were using uberFRESH feature for food, and every family spent 200 dollars per month. Of this 200, suppose Uber earns 14 dollars in profit per family per month, then Uber would get 21,000 dollars in San Francisco. Note 21,000 dollars / 800,000 people gives an average of 0.026 dollars per person. In America, there are roughly 325 million people, and the total estimated profit would be 8.5 million per month.
How can we make uberFRESH better?
•Educating sellers/drivers
•Optimizing routes
•Strict authorization process
•Strict ranking policy
Concerns
•Seller/Driver’s background, personality
•Seller/Driver’s punctuality policy
•Order cancellation policy
•Driver’s destination delivery