Free Essay

Uber Project

In: Business and Management

Submitted By dereksu
Words 1071
Pages 5
To: Dr. Nguyen From: Derek Su Date: November 22, 2015 Subject: Uber Extra Credit Project

What is Uber?

Uber Technologies Inc. is a network orchestrator, connecting passengers with drivers. Uber manages a network of drivers and passengers through a phone app. It also provides options and varieties in the transportation service.

Business Model:

Step 1 (Request a cab): The first step in the business model of Uber is about creating a demand. People have a smartphone app, which lets them request a cab instantly or schedule it for some time later.

Step 2 (Matching): As soon as the request is made, a notification about your details is sent to the nearest driver. Cab driver has the option to accept or reject the ride. In case he rejects, notification is sent to another driver in that area.

Step 3 (Ride): Customer can track the cab when it is arriving and the ETA is also shown to the customer. The meter starts as soon as the customer sits in the cab, which can be tracked through the customer side app as well. Friendly drivers make sure that the ride is comfortable for the passenger.

Step 4 (Payment & Rating): Once the ride is over, customer gets an option to rate the driver. Rating system is an important part of Uber’s business model as it lets a person know about the driver before booking a ride and helps him trust the driver.

Revenue Streams:

* Car rides on per km/mile basis * Surge pricing technology: Whenever the demand increases, per mile prices are automatically increased. The new price depends on the number of available drivers and the number of requests made by people who want to travel. Uber has applied for a price surge technology patent in the US. * Different cab models to cater to everyone like UberX, Uber Taxi, Uber Black, Uber SUV etc. * Uber Cargo, Uber Rideshare etc.


Lyft, Curb, Sidecar and Didi Dache.

Venture Capitals:
Baidu, Benchmark Capital, Bezos Expeditions, Blackrock, Fidelity Investments, First Round Capital, Founder Collective, Goldman Sachs, Google Ventures, Jumpstart Capital, Kleiner Perkins Caufield & Byers, Lone Point Capital, Lowercase Capital, Menlo Ventures, New Enterprise Associates, Qatar Investment Authority, Summit Partners, TPG Growth, Valiant Capital Management, Wellington Management.

Growth Catalysts:

* Intense city-by-city launches * Free rides * Experiential word of mouth

Growth Obstacles:

* Lawsuits * New city launch * Trust and safety issues * Regulatory challenges

Current Valuation: 60 Billion

This summer, Uber has completed a new round of funding that values this company at 51 billion. Valuations of private companies are soaring partly because mutual funds, hedge funds, sovereign-wealth funds and other investors not traditionally known for pouring money into startups are now flocking to those that look especially promising.

Here are some catalysts stimulating Uber to grow:

* More than just urban: While the car service application remains most popular in urban areas, it’s making inroads into exurbia and suburbia. A presentation to potential investors in the company put Uber’s gross billings for 2015 at $10.84 billion. These are unofficial and may have some hype built into them, but even if that number over estimates revenues by 20% or 25%, it represents a jump of 400% from 2014 levels. * Drawing in new customers: This increase in the car service market comes from customers who would never have been in this market in the first place. * With more diverse offerings: The ride sharing market is also no longer just a cab service, but instead has expanded to include alternatives that expand choices, reduce costs (car pooling services) or increase flexibility. * Going global: The biggest stories on ride sharing came from markets outside of the U.S., as the ride sharing market exploded in regions like India and China. That should really come as no surprise since these countries offers the trifecta for ride sharing opportunities: large urban populations, with limited car ownership and bad mass transit systems.

Uber has been spending big on trying to crack specific international markets, such as the Chinese market, where it faces some fast growing (and well funded) local competition — raising around $1.2 billion last month to fuel its growth there, and another $1 billion in July focused on India.

The company has also signaled its ambitions go beyond getting people from A to B, with merchant delivery programs, such as food delivery (Uber Eats) and a same-day courier service (Uber Rush), being piloted and soft launched in various cities.

Advantages of Waiting to IPO:

* Uber will be more mature. As its CEO said “We are still like eighth graders.” * Access to cash from private investors * Don’t need to report to SEC and disclose financial documents to the public * Public companies are faced with the added pressure of the market * Save IPO expenses * Stock price may be devalued

Disadvantages of Waiting to IPO: * Won’t be able to increase publicity * Can’t get more capital * Can’t access liquidity

Comparative Analysis:


Alibaba Group Holding Limited (BABA): * IPO valuation: 25 Billion, $68 per share * Underwriters: Credit Suisse, Deutsche Bank, Goldman Sachs, JPMorgan Chase, Morgan Stanley and Citigroup * IPO date: September 19th 2014 * First-day closing price: $93.89 * Current price: $81.15


Facebook (FB): * IPO valuation: 104 Billion, $38 per share * Underwriters: Morgan Stanley, JPMorgan Chase & Co. and Goldman Sachs Group Inc. * IPO date: May 18th 2012 * First-day closing price: $38.23 * Current price: $107.3

Uber’s IPO Expectation:

If Uber goes public this year, I would expect its IPO price will be somewhere between $40 to $50 per share. However, if it goes public in 2016, its IPO price may increase because Uber is growing revenue 300% year to year. When Facebook was at a 50 billion valuation in January 2011, its revenue only had soared 154% the year prior. If Uber is still at 50 billion valuation, it is valued higher than 80% of the S&P 500 companies.

Expansion is easy for Uber. As tempting as it can be to think of Uber as a transportation company, it is really a software company with one app that has been optimized for service in more than 300 cities in 60 countries. Uber also extends its app through a programming interface (API) that allows other services to plug in as they wish. Uber is also no longer just a cab service, but instead has expanded to include alternatives that expand choices, reduce costs (car pooling services) or increase flexibility.

Similar Documents

Premium Essay


...Uber allows you to request and pay for a ride with a just one click on your smartphone. Users rave about the app's simplicity, which makes it super easy to get a car at any time of day or night. The car comes to pick you up, and will not stop for any bystanders on the way. Challenge As Uber expanded internationally, it needed a payment gateway provider that could simplify the complexities of taking an mCommerce business international and efficiently process payments in foreign currencies. During its initial expansion into Paris, and before Braintree, Uber had to charge Parisian passengers in U.S. dollars and display Euros on-screen. This discrepancy was a large source of confusion and customer complaints, making passengers slow to adopt the new service. Uber wanted a payment gateway that was specifically created for mobile. The app needed to be consistently fast and allow users to hail a ride in just one click. Most other mobile payments software uses a web browser masked as an app. This web view approach requires more network activity, which in turn affects performance and limits merchants' ability to use rich, native interface components on mobile platforms. It was also important that the provider offered 100% data portability if Uber ever decided to switch providers. With many providers, including, merchants are not able to quickly retrieve their users' stored data, creating a big headache for companies, like Uber, who rely on ease of payment to......

Words: 291 - Pages: 2

Free Essay


...Uber Service in Vietnam Nowadays, there are not too many cars in developing countries; therefore, the citizen has to use the other transportation instead of using cars such as motorbikes, bikes, buses, and so on. Vietnam is one of the developing countries unlike America, where there are a bunch of cars and everybody can have cars by their own. Uber is an American international company headquartered in San Francisco, California. It develops markets and operates a mobile app based on transportation network also called Uber. Moreover, it does not have any cars or drivers. Its function is providing service through people who would like to make some extra money of being temporary taxi drivers. Convenience, cheapness, and newness are three things Uber makes its customer feel when using its service. Users need to have Uber app on their smartphones before enjoying its service. The app will provide the map and the location of Uber registered cars for customer. Then, both of them can take the initiative to arrange the time and the place by them own. Using Uber, people can pay cash or credit card after you reach your destination. However, this is one of the disadvantages of using Uber in Vietnam because Vietnamese people usually use cash for purchasing stuffs instead of using those complicated card. Vehicle in Uber network has various brand names such as Toyota, Mazda, Ford, and even high class Mercedes-Benz. It is suitable for young generation, who has stable income, can......

Words: 535 - Pages: 3

Premium Essay


...Introduction Travis Kalanick is the CEO as well as one of the founders of Uber. He says, “At the beginning, this is a company that provides services. You click on the button to call a car. What is this round button? This is a button that can pick you up in eight minutes. –Uber App” Uber is a mobile application that connects passengers with drivers of vehicles for hire and ridesharing service. In 2009, this company started to provide luxury car service in San Francisco and now its market value has reached to $ 3.76 billion, operating in 35 cities around the world. In August 2014, Google Wind invested $ 258 million toward this young company for adequate reasons. This investment accounted 86% of total three million as Google venture budget. Uber revenue rose 18 % per month, and last year their staff size expended to more than 375 people. a start-up convention in New York In fact, at the start-up convention of New York in 2013, Benchmark 's Bill Gurley, as the investor of eBay and Uber, said that Uber developed more rapidly than eBay. What makes Uber expended so rapidly? Are there any secrets that we can learn from Uber? The technology strategy of Uber 1.Wow experience If you want to have a luxury experience, all you need to do is opening Uber exclusive App. you can see the black car nearby. When you make sure to order a car, you see the driver's name, photograph, telephone number and time of arrival, so that you can assess time accurately. Since credit card is bound......

Words: 2008 - Pages: 9

Free Essay


...2015 MGMT 5260 – Final Project Project Report Ha Luu Nguyen 213651096 Nidhi Joshi 213678271 Nomita Chennamraju 213862529 Raghvendra Bagla 213678560 Srini Venkatachalam 213678453 MGMT 5260 – Final Project Contents EXECUTIVE SUMMARY ................................................................................................... Error! Bookmark not defined. APPENDIX – 1 – BUSINESS MODEL OF UBER ................................................................................................................ 6 Purpose and scope.................................................................................................................................................... 6 Methodology and sources of information ................................................................................................................ 6 Highlights of findings and implications for value creation. ...................................................................................... 6 APPENDIX – 2 – VALUE CREATION CYCLE OF UBER ...................................................................................................... 7 Purpose and scope.................................................................................................................................................... 7 Methodology and sources of information ................................................................................................................ 7 ...

Words: 6582 - Pages: 27

Free Essay


...Title Date Due Uber Introduction Uber is a ridesharing service company operating in international cities whose headquarters are located in San Francisco in California. The organization makes use of a mobile tablet or smartphone application to mastermind rides between riders and drivers. The essential part of the IT in this business is the empowering of operations, as well as gives a particular upper hand. Most ridesharing administrations don't run entirely from an application from a cell phone. Uber set themselves over the rest on the grounds that they found themselves able to draw in themselves in a quickly developing business sector, with quick, simple, and practical administrations that all cell phone clients can connect with themselves in. IT is additionally the empowering agent of this organization. Clients utilize this application to demand rides and track their held vehicle's area. Without the utilization of this technology, there would be no communication means between the riders and drivers. About Uber Uber’s has got objectives that target to benefit itself as the organization and the public as a whole.Uber has an objective of educating the public on what the company is and what it deals with so that they can habitually get to know that any vehicle having a mustache is Uber. Its other objective is to produce positive emotions towards Uber for being fun, protected, straightforward approach to getting places (Rempel, 7). It has a goal of making Uber the go-to......

Words: 1122 - Pages: 5

Premium Essay

Customer Loyalty in Uber India.

...customer towards Uber. Or attract the competitors’ customer towards Uber. Customer loyalty is a process that will help the Uber to decrease the cost by retaining the existing. As acquiring new customer cost 8 times more than that of retaining them. Customer Loyalty will give deeper understanding to Uber about the customers so that it can frame different loyalty programs as to retain the customers. Loyalty initiatives also allow Uber to focus on their best customers and improve customer satisfaction levels. In a competitive marketplace where customers find it easy to switch supplier, loyalty schemes are an effective way to increase customer retention and improve Uber’s profitability. 1.3 SCOPE OF THE STUDY The study is done on the customers of Hyderabad city. Customer can be satisfied by providing different incentives and loyalty programs and make them our loyal customer. There are different types of customer within the market so we have to know each and everything about them so that we can frame a better customer loyalty programs. It is the most competitive market and attracting customer is the most important for every company. 1.4 OBJECTIVE OF THE STUDY 1. To understand the concept of customer loyalty in service industry. 2. To know what factors generally affects in a typical service industry for customer loyalty. 3. To know the factors affecting the loyalty in Uber cab service. 4. To suggest various retention strategies to Uber that......

Words: 17803 - Pages: 72

Premium Essay


...“taxi” (uber in this case) because of the decline in the price charged for that, which is related to the increase in the suppliers of this type of transportation (no barrier to entry anymore). In other words, Uber has created a new market (new consumers and new drivers). Therefore, in my opinion, it is not accurate to say that Uber has only created a competitive advantage related to the taxi industry, since it has created a new market in some sense. Uber’s organizational design created a workplace revolution that changed the roles that taxi drivers used to have. The technological feature (a simple app) allowed the drivers to become their own bosses. As Professor Malone preview in his book “The Future of Work”, Uber is part of these new types of decentralized organizations that will reap the scale and knowledge efficiencies of large organizations while enabling the freedom, flexibility, and human values that drive smaller firms. 2. Uber Competitive Advantages relative to TAXI: a. In user Experience: i. No cash Exchange ii. The user can then rate the driver (and the driver can also rate the user) iii. “Guarantee” Supply since Uber’s platform uses algorithms and “heat maps” to estimate how many potential users may be in an area b. In driver Experience: i. “Guarantee” Demand because of the “heat maps” ii. Flexible working hours iii. Can earn more money by being a Uber’s driver iv. Low barrier-to-entry to start (no need of licenses or medallions) 3. Uber......

Words: 439 - Pages: 2

Free Essay


...Seneca College UBER Team Short Paper #1 History Founded in 2009 the company was launched in San Francisco, providing cars for hire. Initially, they had marketed themselves as a ride sharing company to make travelling around San Francisco streets easier. It was created by entrepreneurs Travis Kalanick and Garett Camp. In a span of a few years, their Uber smartphone application revolutionized travelling around cities for millions of people around the world (Telegraph). The idea came to light when Kalanick and Camp could not hail a cab on a snowy night in Paris in 2008. They decided to solve the problem by creating an application that would be as simple as pushing a button and getting a car (Vanity Fair). Service The mobile application which is compatible on Android, iOS and Windows Phone enables riders to connect with drivers using their phones GPS capabilities. Thus, allowing both parties to know their locations and eliminating the question of when the ride will actually arrive. Payments are made through the mobile application via credit card – all in the background and completely cashless. Uber operates in 45 countries and cities from Abu Dhabi to Zurich. Furthermore, Uber offers this particular service at different levels:- UberX - which runs daily with economical cars that can seat up to four passengers and costs relatively lower than a taxi UberXL - which runs daily as well with economical cars however, it can seat up to 7 passengers. Thus, resulting in......

Words: 1412 - Pages: 6

Premium Essay

Uber the province of British Columbia, particularly in the city of Vancouver where the company, Uber, has been trying forcefully to tap into the city’s passenger transportation market. “Commercial ride sharing is an arrangement where for profit, taxi-like services are provided by private drivers, using technology like smartphone apps. GPS is used to connect drivers with people seeking transportation, and payment is made online” (TranBC, 2014). Uber is an App based company that networks passengers with drivers that transport them to their destination for a fee. UberX is Uber’s low cost option in which the company’s only requirements for drivers are to be over the age of 21, have a valid driver’s license, personal auto insurance, and a four door automobile which has had a vehicle inspection within the first 30 days of partnership with Uber (Elliott, J., 2014). The drivers also need to have a police background check done, and that’s it. These bare bone prerequisites have lead UberX to be scrutinized by the provincial and municipal governments, as well as the taxi industry. The scrutiny comes from Uber refusing to abide by the rules and regulations set out by the Passenger Transportation Board and the Insurance Corporation of British Columbia (ICBC), as they say the Passenger Transportation Act is archaic, and does not adhere to the ride sharing industry. The taxi industry feels Uber is an illegal taxi service, putting the safety of the passengers and drivers at risk, and......

Words: 2462 - Pages: 10

Free Essay


...offices. However, it was no other than Uber that invaded the market roughly in a period of 4 years to be worth $50 billion, as evaluated by Forbes, through integrating modern technology and life styles of people with its services. Uber became the world's largest car service by 2014 and was ranked the 48th most powerful company in America. The reasons that are believed to be behind Uber's success shall be discussed in this paper considering different factors. History It all started on a snowy night in Paris in 2008 when and Garret Camp could not get a cab and vowed to solve the problem with a brilliant app. Camp and Kalanick launched UberCab's mobile compatible application in San Francisco 2011. The company expanded throughout America until going global in 2013 with more than 300 cities in 58 countries at service. Uber does not own any cars and the drivers are not hired by Uber. Instead, Uber acts a portal between people who own cars and people who need transportation. In other words, Uber runs a logistics network that matches drivers and riders for a share of 15% per fare from the driver's account. Uber invaded an existing market with new ideas and created a field for other businesses to follow their steps in a path known as Uberification- the rise of user to user services. Recently, Uber faced disputes with taxi drivers and some governments around the world in which taxi drivers protested against the prices of reduction. However, Uber keeps on expanding and creating......

Words: 2862 - Pages: 12

Premium Essay

Uber - Organizational Behavior

...UBER In the last few years technology has drastically changed the way some industries do business. The newest company changing the essential nature of their industry is Uber. Uber’s company mission confirms this ambition. They want, “to evolve the way the world moves by seamlessly connecting riders to drivers through their apps”. Uber’s aim is to make cities more accessible, open up more possibilities for riders, and provide more business for drivers. This desire to change the nature of the ride for hire business has challenged the regulatory framework of the taxi industry and has caused a substantial amount of controversy for the company. This controversy hasn’t harmed the company’s bottom line. In fact, Uber is so loved by its users that it has grown to a billion dollar company on word of mouth alone. As Uber launches into each new market, these controversies are played out in the court of public opinion, and the power of Uber supporters and the quality of the experience, create a large amount of defense for the company from the local community. This support has changed laws, helped make easy transitions for Uber in new cities, and through local and national media has reached even more potential customers who would use an innovative new company reinventing a transportation experience that is nearly universally disliked by people everywhere. Uber has been an outstanding innovator who is experiencing great growth and success. This unique ability leads to the question,......

Words: 4073 - Pages: 17

Free Essay


...THE  UBER  PHENOMENON:   REVISITING  VALUE   To  uber,  or  not  to  uber..   Uber:  My  odyssey   My  interest  in  Uber  was  triggered  by  a  news  story   that  I  read  in  June  2014  that  menJoned  that  Uber   was  being  valued  at  $17  billion  by  VC  investors.   ¨  As  a  complete  novice  on  the  company,  in  my  iniJal   valuaJon  of  the  company,  I  viewed  it  as   ¨  ¤  An  urban,  car-­‐sharing  company   ¤  With  local  (not  global)  networking  benefits   ¤  Significant  compeJJve  advantages  (and)   ¤  A  low  capital-­‐intensity  business  model   2 Uber: Intrinsic valuation - June 8, 2014 (in US $) Global taxi market is $100 billlion currently, expected to grow 6% a year for next ten years. Terminal Value10= 793/(.08-025) = $14,418 Uber will keep 20% of the gross cab receipts as its revenues Uber's operating expenses will amount to 60% of its revenues. (Operating margin=40%) Uber will pay a tax rate of 30% on its income, increasing to 40% over the next 10 years Uber will generate $5 in incremental revenues for every dollar of incremental capital. Stable Growth (after year 10) Expected growth rate = 2.50% Cost of capital = 8% Return on capital=......

Words: 602 - Pages: 3

Premium Essay

Uber Strategy

...| | [uber] – HOW A TECHNOLOGY FIRM IS changing the traditional transportation model | | By Mark Boeckel, Brent Sprunger, Kevin Smith, and Emily WorkMarch 6th, 2012 | Executive Summary Uber is an App-Powered on-demand car service provider for smart phones. Notwithstanding its very unique name, investors have begun to take note of Uber during the past year as it has stolen market share from traditional transportation companies. We will analyze the value proposition of its technology and examine the differentiation Uber creates to stay ahead of both potential competition and the various cab laws and regulations across the United States and Europe. Based upon this analysis, we will provide detail to investors about various strategic choices the company should pursue in both the short and long-term. We will address the short-term roadblocks of government regulation as well as what future benchmarks the company should pursue to maintain its position as the leading car service app. The goal of this analysis is to provide current and potential investors with the necessary tools to assess an investment strategy in this startup. What is Uber? über [ü-bər]- being a superlative example of its kind or class Imagine you are a MBA student at work in downtown Chicago who just got off an endless two hour conference call at 5:30pm and realize that you are most likely going to be late for a midterm which starts at 6:00pm unless you can get a cab. However, you......

Words: 4745 - Pages: 19

Premium Essay


...副标题:楷体_GB2312,四号,居中 阅后删除此文本框。 Case Analysis-Uber CONTENT Formal Case Presentation UNIVERSITY Laurentian University COURSE COMM-2036 PROFESSOR Michelle Medina Munro GROUP #1(Yunbo Bai, Yiwei Fu, Yuxiang Shen, Shuo Yang) 2015-03-16 Background Uber was founded by Travis Kalanick and Garrett Camp in 2009 in San Francisco and the app was released in the following June. The app allowed users to summon a car to pick up them where they are, and take them to the destination. In February 2014, Uber cracked the world’s largest transportation market in China. Through the expansion in large cities, under the fierce competition in the China’s taxi market, ride-hailing service provided by Uber achieves great success and obtains consumer’s loyalty while faces lots of problems respectively. Objectives Individual Objectives Uber’s chief executive officer (CEO), Travis Kalanick, aims to make Uber’s market in China surpass the United States. Corporate Objectives Looking at data of Chinese online chauffeur market in 2015, Uber only held 8.4% of the market share. Therefore, Uber still has huge upside potential to earn more market shares. In addition, Uber tries to develop various types of cars, like “People’ Uber”, “Uber Green”, and “Tesla”, which have already exited. Improving consumers’ satisfaction is also one of Uber’s objectives. Uber aims to provide safer, comforter, and......

Words: 2988 - Pages: 12

Premium Essay


...How Uber developed in China Demand Most of the consumer group is young people, which includes graduate student and people would dream of driving themselves everyday, but still don’t have ability to buy their own car yet. This group of people always enjoys new technology things and they spread out the messages to peers soon. So more and more people get to know about Uber and want to try them. Supply In order to survive in the Chinese market, Uber’s first action was lower the price to ingratiate the citizens who are from different income levels to enjoy this car service. They offer things, for example: coupons as the gift to attract more consumers.  After a long while, the consumer is already adapted to Uber’s service, even Uber has adjust the price higher now and they do not provide discount or coupons anymore, the customers are still willing to pay and enjoy the service that Uber has provided. And, in technology aspects, Uber did a great job than other companies, like the GPS is more accurate than other car-hailing service application. Localization Another important reason that Uber have a good development in China because they are having a partnership with Baidu which provide the company a local service. Firstly, Baidu offer a local payment tool (baidu wallet) due to Chinese people don't like to use credit card, visa. And this kind of payment is quite convenient for customers. After that Baidu also provide baidu map to let Uber make a better service....

Words: 254 - Pages: 2