How would you set the goals/metrics for Uber Eats (pre-launch)?

Uber Eats is basically a food-delivery platform with customers ordering food from restaurants by placing order on the platform, restaurants preparing those orders and delivery agents delivering the food orders from restaurants to the customers

Is there any business objective that I should be aware of? à Nothing in particular

Since, it’s a pre-launch stage, is Uber Eats launching in multiple regions and what are the channels of marketing being used? à You can make assumptions

Irrespective of whether Uber is launching Uber Eats in regions where there are established players or in regions where there are no established players, during/before launch, one of the high-level goals of Uber Eats would be to get as much of the market share as possible. So, we will mostly look at the acquisition and activation metrics.

Now, let’s discuss the goals/metrics for each of the players in the network:

Restaurants:

• No. of different types of restaurants (cuisine and food pricing) onboarded (split by region and a market study would already be made to know the food preferences of the people in the region)
• No. of new restaurants onboarded in next 1 month, 3-month and 6-month time frames
• Churn of restaurants in next 1-month or 2-month (counter metric)

Customers:

• No. of customers acquired through different channels in 1 month, 3-month and 6-month time frames
• No. of customers activated (placed at least 1 order) through different channels in 1 month, 3-month and 6-month time frames
• No. of customers ordering daily/weekly – split by channel of acquisition
• Churn of customers in next 1-month or 2-months (counter metric) - split by channel of acquisition

Delivery agents:

• No. of delivery agents onboarded (a market study would be already available to know the optimum number of agents required to deliver in a specific region)
• No. of delivery agents available daily

Orders:

• No. of orders placed daily/weekly – split by channel of acquisition
• Average order value daily/weekly – split by channel of acquisition
• No. of orders successfully delivered daily
• No. of orders failed daily – split by issue type

At the prelaunch stage, Uber Eats would mainly worry about whether the channels chosen for marketing are actually resulting in acquisition and activation of customers, whether customer orders are being fulfilled timely, the value of those orders and the reviews or the kind of market reception Uber Eats is getting.

Some other metrics which should also be tracked:

• If some promotions or discounts are being given on some channels during launch, the metrics for customers and orders can be tracked specifically for those promotions/discounts as well
• Analyze the initial reviews on Uber Eats platform and the social media chatter about Uber Eats