I went straight to acquisition channels and the interviewer kind of just waited.
Start by clarifying the goal and segmenting Uber's user base into riders and drivers, since growth requires balancing both sides of the marketplace. Then prioritize segments based on growth potential and strategic fit, and propose targeted strategies for acquisition, activation, retention, and referral, supported by metrics and experimentation.
Pro tip: Emphasize the two-sided marketplace: growing riders without enough drivers leads to poor experiences and churn, so always consider supply-demand balance in your strategy. Also, anchor your recommendations in Uber's unique strengths like its global brand, data, and cross-platform synergies (e.g., Uber Eats).
Define what 'grow user base' means: increase active riders, drivers, or both? Over what time frame and in which markets? Align with Uber's mission and business model.
Break down users by geography, demographics, behavior (e.g., frequency, purpose), and role (rider vs. driver). Identify high-potential segments such as new riders in emerging markets or occasional users in mature markets.
Evaluate segments based on size, growth potential, competitive intensity, and alignment with Uber's strengths. Use a framework like RICE or impact/effort to prioritize.
For each priority segment, outline tactics across the funnel: acquisition (e.g., partnerships, referrals), activation (e.g., first-ride promotions), retention (e.g., loyalty programs), and referral (e.g., incentivized sharing). Ensure supply-side growth (driver acquisition) is addressed.
Specify KPIs (e.g., MAU, CAC, LTV, retention rate) and propose A/B tests or pilots to validate strategies. Include a feedback loop to iterate based on results.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.