Uber Eats Idea

This document is the intellectual property of the Superior College, Lahore that can only be used for particular
training purpose. This

material may not be quoted, photocopied, reproduced in any form without the prior written consent of the Superior College, Lahore
This document is the intellectual property of the Superior College, Lahore that can only be used for particular training purpose. This
Name: _SABA MATLOOB AHMAD_Roll No. : __MITE-F18-08__
Department: MITE 3SEMSTER_Name of Idea: UberEats

Table of Content
Sr. No. Content Page
No.
1. EXECUTIVE SUMMARY
2. BUSINESS DESCRIPTION
 Vision, Mission & Goals
 Form of business
 Management structure
3. Industry and Market Analysis
a) Industry Analysis
 Market size
 Porter’s Five Forces Model
b) Market Analysis
SWOT Analysis
 Know Your Customers
 Know your product
 Know your competitors
4. ENTREPRENEURIAL MARKETING
c) Marketing Mix/ Marketing Strategies and Sales
 Market Segmentation & Targeting Strategy
 Unique Value Proposition (UVP) , Differentiation and
positioning
 The Marketing Mix/4PS
5. FINANCIAL PLAN
a) Startup capital
b) Income Statement and Balance Sheet
c) Break Even Analysis
d) Ratio Analysis
e) Capital Budgeting Technique
6. Appendix
EXECUTIVE SUMMARY
UberEats is a food delivery service similar to foodpanda and is already present in
over one hundred cities across the world. It’s a separate app from Uber and allows
you to order from hundreds of restaurants. Rates for Uber Eats will be similar to
other food delivery apps in Pakistan. It’s important to mention that Uber Eats has a
similar “surge pricing” model to the main app. If a particular area has a lot of orders
and there’s a shortage of riders, the price for the delivery will be higher. One of
the interesting things about Uber Eats in Pakistan is that Uber is considering giving
electric bikes to riders to keep costs down. However, that’s still under debate and
may or may not materialize when it launches in Pakistan by the coming February.
While the food delivery scene in Pakistan has become increasingly crowded, Uber
Eats will be one of the few apps that have national coverage from the get-go.
A. BUSINESS DESCRIPTION
a) Vision, Mission & Goals
Vision
Uber Eats is our food delivery platform that makes getting great food from your
favorite local restaurants as easy as requesting a ride.
Mission
UberEATS is on a mission to make eating well effortless for everyone, everywhere. Our
service connects customers to Uber-speed delivery from restaurants in over 80 cities
around the world. We give people more options when choosing how to eat. We help
restaurants reach more customers and build their businesses.
Goals
Access Competitors pricing model and determine selling price to maximize market
share start with penetration model.
Form of Business
Business leaders of Uber Technologies decided that Uber eats would be required to be
operated on its own platform. The platform is designed specifically for individuals to
order food from their favorite local restaurants and carry-outs. Uber Eats platform even
provides delivery of carry-out for those restaurants and food places that do not offer
delivery. Uber Eats was originally launched in 2014. The platform offered its services
across San Francisco, California. Uber Eats platform was originally founded by Travis
Kalanick and Garret Camp. The idea was to provide a platform for channeling and
offering one of the best food ordering platforms in the industry. Today, Uber Eats has
branched its business into other emerging markets and other business opportunities.
Uber Eats operates in over 500 cities and has a network of more than 220,000+
restaurants. According to the ,Uber Eats has reached over 50% of the United States
population in a time span of just under 5 years!
a) Management Structure
UberEats is a three sided marketplace connecting a driver, a Resturant Owner and a
Customer with Uber Easts Platform at the center. The three sided marketplace moves
around three players. Resurtant pay commission on the orders to UberEats ,Customer
pay the small delivery charges, and at times, Cancellation Fee, Drivers earn through
making reliable deliveries on time.
Customers:-Uber Customers base is retained and upsold as more services are offered via
UberEats.
Restaurant Partner:-Resturants get more revenues.
Delivery Partner:-The existing Uber infrastructure makes supply reliable.
B. Industry and Market Analysis
Industry Analysis
As Uber Eats public filings show, these partnerships don’t always lead to revenue. Often,
partners pay the delivery services lower fees, decreasing their take rates or even causing
them to lose money. But the partners often have huge customer, many thousand
locations and impressive advertising reach, all of which have delivery services betting that
joining forces will pay off in the long term.
Industry Size And Structure
Uber Eats gets a hefty chunk of a restaurant’s bill and charges a delivery fee, generally
between $2 to $8. But Uber has to pay the driver to pick up and drop off the food, plus
market the service. Uber’s share of the bill is lower, on average, than in the ride-hailing
business. Restaurants are, at best, semi-willing partners that can ill afford a 30% blow to
their bottom lines. Its largest competitor, publicly traded Grubhub, has proved you can
make a profit in this business.
Industry Analysis
 Porter’s Five Forces Model
These five forces are supply power, buyer power, threat of new entry, competitive rivalry and
threat of substitution. ... Competitive rivalry- As there is diversity the competitive rivalry is high.
Supply power- As the customers are aware of tastes and brands, therefore when they do not
meet the requirements the supply decreases as demand from the customer reduces due to
changes in tastes and poor quality standards.
Buyer power- with respect to poor services the buyer tends to change the service sector. They
prefer to use those services from which they get high satisfaction (Pugliese, 2016). The ultimate
purpose of buying is to satisfy wants and demand and when these not achieved properly then
buyers tends to shift to other services.
Threat of new entry- Due to robust growth, the industry reaches product life cycle stage
therefore creates strong competition among the different businesses. Because of diversity,
there is minimal point of risk for the new entry.
Threat of substitution- There is moderate level of risk in terms of substitution as the business
of UBER EATS is dependent on UBER industry, therefore the rival companies had already tested
the UBER staffs. That is why the risk burden of substitution is moderate.
Competitive rivalry- As there is diversity the competitive rivalry is high. According to the
demands and requirements of the customers, there are creations of more business with
diversity in food. People come across various choices of food with respect to differences in the
taste. There is a strong competition among the existing rivals.
b) Market Analysis
 SWOT Analysis
If you are involved in the Global Digital Food Delivery industry or aim to be, then this study will
provide you inclusive point of view. It’s vital you keep your market knowledge up to date
segmented by Applications Product Types Call To Order, Web Site Order, Industry
Segmentation, Business, Family, Channel (Direct Sales, Distributor) and major players. If you
have a different set of players/manufacturers according to geography or needs regional or
country segmented reports we can provide customization according to your requirement.
This study mainly helps understand which market segments or Region or Country they should
focus in coming years to channelize their efforts and investments to maximize growth and
profitability. The report presents the market competitive landscape and a consistent in depth
analysis of the major vendor key players in the market. Moreover, it will also include the
opportunities available in micro markets for stakeholders to invest, detailed analysis of
competitive landscape and product services of key players.
 Know Your Customers
Delight Customers
With reliable delivery service at Uber speed, you can satisfy customers with the food they
want,when and where they want it.
Customers Order
A customer finds your restaurant and places an order through the Uber Eats app.
You Prepare
Your restaurant accepts and prepares the order.
Delivery Partners Arrive
Uber Eats delivery partners pick up the order at your restaurant, then deliver it to the customer.
That's it!
Know Your Product
What We Offer Products Of Uber

Access to rides, on demand
Giving riders—and drivers—the power to get where they want to go
From clear navigation options to cashless payments, the app is designed to help people get to
their destinations.
Delivering food fast
UBER EATS
Order from your favorite restaurants, online or in-app. The restaurants will prepare your order,
and a nearby Uber delivery partner will deliver it to your door.
RESTAURANT PARTNERS
Uber Eats makes a real impact on your restaurant business. When your food is featured in the
app, new customers can discover it and loyal customers can enjoy it more often. Delivery
partners using the Uber app deliver the food fast, maintaining the best possible food quality.
UBER FREIGHT
Uber Freight is a free app that matches carriers with shippers. Shippers tap a button to instantly
book the loads they want to haul. And thanks to upfront pricing, carriers always know how much
they’ll get paid.
UBER FOR BUSINESS
Whether it’s employee travel or customer rides, Uber for Business gives you an easy way to
manage your transportation needs. Built for work, it offers a clear view into employee trip
activity with automated billing, expensing, and reporting.
UBER ELEVATE
The Future of Urban Air Transport
Uber Elevate is already exploring the barriers we’ll need to overcome to make daily air
transportation a reality. Elevate’s mission stands for making far-reaching changes to our lives—
like quicker daily commutes, less traffic congestion, and cleaner air.
UBER HEALTH
Reliable, Comfortable Rides For Patients
We’ve partnered with healthcare organizations to provide flexible ride-scheduling options for
patients, caregivers, and staff. Healthcare professionals can schedule rides for patients and
caregivers going to and from the care they need, all from a single dashboard.
Know Your Competitors

Competitors to Uber Eats
 DoorDash
DoorDash is a technology company that connects people with the best in their cities.
 Postmates
Postmates is transforming the way goods move around cities by enabling anyone to have
anything delivered on-demand.
 Grubhub
Grubhub helps you find and order food from wherever you are. How it works: you type in an
address, we tell you the restaurants that deliver to that locale as well as showing you droves of
pickup restaurants near you.
 Zomato
Zomato is the fastest way to search for great places to eat around you. Serving 23 countries
worldwide.
 Swiggy
Swiggy is a food ordering and delivery company based out of Bangalore, India. Swiggy was
inspired by the thought of providing a complete food ordering and delivery solution from the
best neighbourhood restaurants to the urban foodie.
 Seameless
Seamless is simply the easiest way to order food for delivery or takeout. Whatever you're in the
mood for, wherever you're in the mood for it, you've got it. No menus, no phone calls, no
repeating yourself.
 Caviar
Get the food you love, for delivery or pickup, with the Caviar app
 Eat24
Makes it easy to order food online from thousands of local restaurants nationwide.
 Amazon Resturant
Effortless ordering. Real-time delivery tracking.
 Delivered
Your favourite restaurants, delivered fast to your door.
 Purbis
Purbis provide you food ordering and delivery system for your business. Allowing you to manage
single or multiple restaurants efficiently. You get the readymade script customized in your own
brand name. Our Pubis app is designed in such a way to get orders from customer, notification
send to both admin and restaurant, restaurant prepares food and assign it to delivery staff.
Delivery staff delivers food to customers.
SWOT Analysis
.
A SWOT analysis of UberEATS has been performed relative to its competitors to gain understanding
of how other food delivery services in the area are doing better, learn from their shortcomings, turn
their weaknesses into strengths and disrupt the food delivery business as much as it has with taxis.
Strengths WEAKNESS OPPORTUNITES THREATS
StrengthsFlexibility in Morgan Stanley estimates
food delivery service There are not
many weakness that third-party delivery
from instant lunch or will hurt Domino’s same-
dinner deliveries for of using the
UberEats App. store sales growth by 1%
select dishes or full- to 2%.
menu options from So, most of the
people love it as Growing Domino’s executives said
restaurants. Uber last quarter that
Instant Delivery delivers it saves time as market to
well as your potitential marketing from outside
lunch in less than 10 delivery providers put
minutes. Separate effort in reaching Customer
the restaurant. pressure on domestic
driver base handling same-store sales growth.
UberEATS deliveries to But if you still
want some cons The pizza chain will report
avoid overlap with earnings before the
regular Uber drivers, about UberEats
here we go. market opens Tuesday.
while providing them the Deliveryapps
flexibility to switch like UberEats, Doordash
between
This document is theFlat
the two. intellectual property of the Superior College, Lahore that can only be and
used GrubHub
for particularare cutting
training purpose. This
delivery fee of $4.99 and into Domino’s Pizza’s
no hidden service charge business, so much so that
ensures consistency and it’s reducing sales growth
transparency in pricing.
ENTREPRENEURIAL MARKETING
c) Marketing Mix/ Marketing Strategies and Sales
 Market Segmentation & Targeting Strategy

Market Segmentation
Targeting Strategy
 Unique Value Proposition (UVP) , Differentiation & Positioning
Differentiation
To successfully capture the Corporate Climbers market, a product offering that is

different to its competitors is essential. A survey that interviewed 100 people at
random indicated 75% of people would be more inclined to order takeaway if the
options available contained healthier offerings, and food quality was the most
important quality considered when ordering take away . For UberEATS to add a higher
quality and healthy range to their menu, a strategy is to be created to incentivise the
restaurants that offer the according premium meals on board. This strategy will select
one night a week where UberEATS subsidises the delivery costs of selected
restaurants. A 3-month roster will be drawn-up, allowing the restaurant applicants to
alternate weeks over that period. The selected restaurant will be promoted over
Facebook to maximise potential usage. This strategy will look to increase sales on a
day during the week, where restaurants would not be as likely to fill their restaurants.
With 15%, Monday presented as the most popular day during the week to have food
delivered. This deal would offer an alternative means to restaurants to boost sales.
This is designed to incentivize a minimum of 84 after the 3-month period.
Consequently, offering a deal that would incentivise high-end restaurants to get on
board with UberEATS, this would create a much higher quality product offering
available for UberEATS to differentiate their business.
Positioning
With this idea Uber Eats aims to encourage the use of your aggregator restaurants.
Although the way is not obvious attempt to get priori, once all the cards are put on
the table becomes clearer: when a customer enters the application does without
having made a decision about which restaurant will ask food on that occasion, Eats
and Uber has total freedom in organizing establishments presents the user. There is
a way to better position in the search engine aggregator restaurants involves
competition to win the favor of the company.
Since the subsidiary Uber expect this to lead to best menus, tighter prices, higher quality
food packaging and better overall service In short. All this will be reflected in
reviews online restaurants, and in the opinions expressed by service users home
delivery
 The Marketing Mix/4PS

 Product/Service Strategy
Uber Eats is a three-sided marketplace connecting a driver, a restaurant owner and a
customer with Uber Eats platform at the center. The three-sided marketplace moves
around three players: Restaurants pay commission on the orders to Uber Eats;
Customers pay the small delivery charges, and at times, cancellation fee; Drivers earn
through making reliable deliveries on time.
 Pricing Strategy
As of yesterday, Uber Eats' standard $4.99 delivery fee is no more. In its place is a
pricing tool that calculates an order's delivery fee based on the distance between
customer and restaurant. CNET reports that Uber Eats has been analyzing what
deters some people from ordering via the third-party delivery service.
YOU ordered an apple-pie from XYZ restaurant that is priced at $50 Order Value + $5
Delivery Charges. The order will be delivered by ME at your door and ME is currently
3 miles away from your location.
Approximately, this is how the unit economics should reflect:
Amount paid by YOU: $50 + $5 = $55
Amount received by XYZ restaurant: $50 – (30% commission on order) = $35
Delivery Charges: Pickup Fee + Delivery Fee + Per Mile Charges = $4 + $2 + ($2 x 3) =
$12
Net Revenue for Uber Eats = ($55 – $35) – $12 = $8
The Future of Uber Eats
 Placing/Distribution Strategy
Instead of simply acting as a delivery or concierge service, UberEATS provides value
to its restaurant partners through the exclusivity of its Instant Delivery options and
cross-promotional opportunities. Instead of leaving the delivery process up to its staff
and drivers, UberEATS truly involves its restaurants in the entire process. Restaurants
work with UberEATS to brainstorm and develop ways to make their menu options
delivery-friendly as well as choosing the delivery range for their meals.Additionally,
restaurants, especially small mom and pop shops, don’t have large marketing
budgets. UberEATS offers a unique opportunity to restaurants and food trucks by
introducing their cuisine to a previously untapped market through its marketing
efforts and existing customer base.
 Advertising/Promotional Strategy
UberEATS uses its own ride and customer data from Uber in India to target its marketing by
location, destination and time of day to grow orders more efficiently, according to a senior
executivecompany. Speaking at the recent Consumer Insights & Analytics Conference, Manan
Javeri, head of launch at UberEATS in India, said Indian consumers spend eight times more
transportation.The food industry in India is worth US$50bn, is growing at more than 10% year
on year, and UberEATS is now present in 14 Indian cities just a year after launch.
FINANCIAL PLAN
a) Operating Cost and Expenses
Operating Cost and Expenses
Sr. Per Month Cost Total Cost Per Annual Cost
Description
No (Rs.) Month (Rs.) (Rs.)
Total
b) Startup Financing
Sr. No Description Amount (Rs.)
Total Startup Financing
c) Revenue Generation
Revenue = Price of Product * No. of Units Sold
Income Statement
Projected Income Statement for 5 Years
Description Year 1 Year 2 Year 3 Year4 Year5

(Rs.) (Rs.) (Rs.) (Rs.) (Rs.)
Revenue
Less: Operating Cost and Expenses

Operating Expenses
Depreciation Expenses
Total Expenses
Operating Income/Loss
Less Tax (%)
Net Income After Tax
d) Balance Sheet
Assets Amount Liabilities & Equity Amount
(Rs.) (Rs.)
Total Assets Total Liabilities & Equity
e) Break Even Analysis
Break Even = Total Annual Expenses
Per Product Charges
f) Ratio Analysis
Sr. Description Year 1 Year 2 Year 3 Year 4 Year 5
No.
1 Net Profit
2 Return on Investment
3 Gross profit Ration
g) Capital Budgeting Technique
Payback Period = Completed Year + Remaining Amount

Next year cash flow

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This document is the intellectual property of the Superior College, Lahore that can only be used for particular

training purpose. This

Department: MITE 3SEMSTER_Name of Idea: UberEats

3. Industry and Market Analysis

 Know Your Customers

Know Your Product

What We Offer Products Of Uber

Know Your Competitors

c) Marketing Mix/ Marketing Strategies and Sales

 Market Segmentation & Targeting Strategy

To successfully capture the Corporate Climbers market, a product offering that is

 The Marketing Mix/4PS

Total Startup Financing

Description Year 1 Year 2 Year 3 Year4 Year5

Less: Operating Cost and Expenses

Less Tax (%)

Net Income After Tax

Total Assets Total Liabilities & Equity

e) Break Even Analysis

Break Even = Total Annual Expenses

g) Capital Budgeting Technique

Payback Period = Completed Year + Remaining Amount

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