JI HWANG
UBER SEOUL COMMUNITY MANAGER APPLICANT 04.11.14
JI’S UBER COMMUNITY MANAGER CREATIVE EXERCISE
QUESTION NUMBER ONE
YOUR SELLING POINTS- WHY YOU ARE THE BEST FIT FOR SEOUL CM? ( 5-7 BULLET POINTS) 1. INQUISITIVE AND SELF-DRIVEN LEARNER, PROBLEM SOLVER, HUSTLER: I like getting things done. I’m the type of person that can figure out which tasks I need to do, and then teach myself, or figure out who I need to ask for feedback from, and go do the task. This has led to success in my endeavors, whether it be my web design and coding business or my tutoring business. When you run your own small business, you need to be action oriented and deliver results, or you go out of business, so I think my hustle would match well with what UBER needs.
2. PERSONABLE + RESULTS: I am outgoing and I like people, because I deliver results, I have generated lots of happy customers for my business. I’ve dealt with my fair share of difficult students and parents, and my strategy is to maintain a personable attitude and then find the other person’s motivation and solve their problem. Many of my Korean friends jokingly say, “If you can persuade Gangnam moms, you can persuade anyone in Korea.” These moms constantly demand the best, and the numbers demonstrate that I’ve given them what they seek: within the last eight months, I’ve grown my little tutoring business from one student to 30 students. Much of this success is due to my personable nature when interacting with these “Gangnam moms.” One referral leads to the next, and pretty soon, a human social network benefits my business.
3. EXUBERANT, POSITIVE TEAM PLAYER: I see challenge as opportunity, and it helps me and my colleagues stay excited about work. I work long hours, so it’s important for me to enjoy who I work with. Being positive sets a foundation for pushing my colleagues, and enabling them to push me, toward success. Joining a very small team in Seoul, you need someone who is going to meld well with the team and deliver results.
4. CUSTOMER-SERVICE-ORIENTED: My parents ran a small business, and impressed upon me at a young age the importance of being customer oriented. I fundamentally believe, as a matter of principle, that if you
focus on making customers happy, that good things will happen and you’ll be rewarded in the end. Sometimes this involves making choices that feel overly generous in the short run, but that which pay off in terms of reputation and good will. I had a client who hired me to create a website, but then wanted to design it from scratch herself. I have since learned that several of the companies she hired quit working for her, but I decided to spend three straight weekends with her, slept over at her place, and helped her finish the website. The satisfaction was definitely worth it.
5. CUSTOMER ACQUISITION: In addition to acquiring and retaining customers through great customer service and word of mouth, I’ve learned to use a variety of online marketing customer acquisition methods, such as posting on web forums writing exciting descriptions of my services. I’m excited to extend that to other marketing methods that make more sense for UBER specifically.
5. EXCEPTIONAL COMPUTER SKILLS: I am mostly a people person, but I am also exceptionally comfortable with computers. I love to fix computers, design websites, and code. As a part-time webmaster, I create websites from scratch. This will be valuable to the extent quick projects need to be built from a CM point of view, and more broadly it emphasizes how I can think like an engineer to get something built.
7. EXPERTISE IN CITIES: As my background in urban planning demonstrates, I am strongly interested in transportation networks, both public and private. I have a fundamental belief that sustainable, affordable transport is fundamental to building strong communities and economies, so from a philosophical standpoint, building UBER into a strong presence will help me achieve my goals around changing the world in a positive way. I’m a frequent user of urban transportation, and I love UBER and wish it had more cars on the road in Seoul
PLUS FEATURE 8. FLUENCY IN ENGLISH AND KOREAN: I speak, read, and write English and Korean fluently.
QUESTION NUMBER TWO
YOUR UBER EXPERIENCE IN SEOUL (THINGS YOU LIKE AND THINGS YOU WOULD CHANGE- FROM THE CM POINT OF VIEW) 1. THINGS I LIKE:
+ The UBER Facebook page has a picture of an UBER driver helping a customer, which I think goes toward building the brand
+ UBER Seoul has very thoughtful Twitter responses to upset users + UBER Seoul has premium service, friendly drivers, and comfortable rides (water and candy are a nice bonus)
+ The toy drive was an amazing idea! + Frequent promo codes, which allow more people to experience UBER in a cost-effective way
+ The user-friendly app 2. THINGS YOU WOULD CHANGE - FROM THE CM POINT OF VIEW: I believe that the UBER Seoul Community Manager’s two main priorities are to (1) raise the awareness of UBER, and (2) make customers happy and excited. Here are my ideas to achieve these goals:
+ LOCALIZATION (MORE KOREAN FLAVOR NEEDED!) First, need to configure the Facebook timeline and Twitter page for best results. For example, I would replace the current Facebook cover page (the map image) with an image that describes exactly what UBER does. For example, an image with a regular Korean person (to emphasize that UBER’s luxury service is not just for executives or celebrities), holding his phone (UBER app opened), and getting in a nice UBER car on Gangnam-dae-ro (or another street Koreans are familiar with). Second, a lot of descriptions are in English or a mix of Korean and English words. I feel that some Koreans might feel like an “outsider,” or feel separated from the other group who knows more about American culture. The UBER Seoul brand image needs to be more harmonious with Korean style. The current posts, pictures, and links on Facebook and Twitter are slightly, excessively Americanized. For example, uploading a Buzzfeed link on UBER Seoul’s Facebook page and using the word ‘prank’–for the most part, only Americanized Koreans will “get it.”
+ BRANDING (WHAT IS UBER TO KOREANS?) First, the pictures in the Facebook and Twitter pages. The pictures on Twitter and Facebook need greater consistency in terms of design structures, colors, and quality. The overall theme should immediately communicate UBER Seoul’s “vibe” to non-users. Examples of potential additions/changes: - VOGA drinks were awesome and pretty, but it would have been better if the picture was taken inside an UBER car with romantic flowers (just so people can tell right away that it’s about UBER Romance events without reading the comments) - A mascot that represents UBER (instead of just its font) on pictures and posts Second, promote “Only at UBER” features. Using UBER exclusive features can show how we are different from Mobum, regular, and call taxis. Also, drivers are the key in acquiring and maintaining customers. It might be a good idea for UBER drivers to have fun nicknames (instead of names that don’t set them apart). So far, all my UBER drivers have been named Kim. Novel and friendlier names could make the experience more enjoyable and memorable. The reverse can apply as well: UBER drivers could learn their customers’ names. I’ve used UBER a number of times in Seoul, but I’ve never seen an UBER driver greet the customer by name. Also this will promote the feature of the app the users. Third, educate “How-To”s and “How-It-Works.” People should see UBER as an “easy,” “hasslefree,” and “premium” service. The following are some ideas for customer education: - A video on how to use the UBER app (and not just a picture) in Korean. - A little fun or stylish skit about how Koreans are currently using UBER, when to use it, etc. Koreans need to get a feel for it so that they are comfortable using UBER. - A cartoon, video, or picture about the advantages of using UBER. There are so many advantages of using UBER! Place greater emphasis on UBER’s WOW advantages such as how fares can be split easily, how you can share your itinerary to your loved ones, and how UBER is ready within a few clicks on the app.
+ EVENTS (MAKING MORE PEOPLE MORE EXCITED ABOUT THE EVENTS) First, Santa Event 2013. It would have been more amazing if a group of people were invited to ride UBER to participate in toy drive. For example: “Open the UBER app now! UBER toy drive cars are available from 8 PM to 10 PM. It’s a great opportunity to volunteer. We provide you the transportation, toys, and nice dinner, and you get to do something amazing for children! Promo code: UBERTOYDRIVE.” This way, the UBER Seoul community can grow by getting together through public outreach events that feature UBER! Second, White Day Event 2014. Flowers were not ready in the car, so I had to ask the driver for the flowers. I would make the event more obvious by decorating inside the vehicles, helping drivers have flowers ready in their cars, and advertising even at last minute to excite users and non-users via SNS. Lastly, more aggressive marketing for upcoming events needed. Provide more event information weekly for couples, families, singles, and young professionals and encourage them to use UBER to get to events using promo codes. For example, a theme for the month, theme-related events, and theme-related promos might sound/seem more exciting than random events.
QUESTION NUMBER THREE
BLOGGING
W Market 45와 우버가 함께하는 벚꽃구경 나들이! 요즘 한창 너무나도 아름답게 피는 벚꽃을 구경하러 가족들이나 커플들이 나들이를 많 이 가는데요~ 너무너무 붐비는 여의도 벛꽃축제 말고 아름다운 벚꽃으로 유명한 W 서 울에서의 디저트+벚꽃구경 나들이 어때요? W Market 45의 W Signature디저트들을 맛보면서 사랑하는 사람들과 함께 즐거운 시간을 보낸다면? 또한 Uber회원들은 할인 된 가격으로 디저트를 즐기실 수 있답니다! Uber 회원으로서 할인받으려면... 1. Uber Facebook 페이지와 W Seoul Facebook 페이지를 “좋아요” 한다. 2. Uber를 타고 W 서울에 간다. 3. W Market 45에 도착해서 Uber 앱을 보여준다 4. W Market 45 10,000원 할인권을 받아 W Market 45 디저트를 먹으면서 벚꽃구 경을 즐긴다! 기간: 4월 5일부터 5월 31일까지 매주 토요일과 일요일 궁금한점 있으시면 저희 Uber Seoul 트위터나 이메일 (supportSeoul@uber.com)으로 연락주세요! 하얗고 핑크빛의 벚꽃 아름다움을 사랑하는 사람들과 함께, 달콤하게 보 내세요~~^^ 슈퍼맨이 서울에 나타난다! #SUBERHERO 안녕하세요~ 우버입니다! 가정의 달 5월 달에는 많은 서프라이즈 이벤트들이 준비되 어있는데요! 첫 번째 이벤트는 5월 5일 어린이날을 맞이해서 준비한 수버히어로즈(슈 퍼히어로즈) 이벤트! 5월 5일 오후 3시에서 5시 사이에 우버앱을 키시고 “HEROES” 옵션을 선택하시고 현재 계신 위치를 선택후 요청을 누르세요! 배트맨, 슈퍼맨, 원더 우먼이 아이스크림과 풍선을 들고 검은색 배트맨 차를 타고 나타납니다! 슈퍼히어로 들과 사진도 찍고, 슈퍼히어로 선물도 받고, 아이스크림도 먹고, 50분간 배트맨 차 (수 용인원 성인 2명, 아이 3명까지)를 탈 수 있는 이벤트! 이 모든 것이 단돈 50,000만원! 처음 가입하시는 분들은 프로모코드란에 WELOVEKIDS를 넣으시면 20,000원의 할인 혜택까지! 5월 5일 오후 3시부터 5시까지! 수버히어로 이벤트! 주의사항: 수요가 매우 높을 것으로 예상되는 이벤트이므로 앱에서 빈 차량이 안 보일 수 있어요! 조금 있다가 다시 시도해주세요! 다른분들을 위해서 탑승시간 연장과 연속 요청은 불가능합니다.
QUESTION NUMBER FOUR
RESPONDING TO CUSTOMER EMAILS #1 - “LONG UBER TIME USER, HAD THE WORST I’VE EVER HAD WITH THE SERIVCE. MY DRIVER TULIO WAS...” Dear Customer’s Name, My name is Ji, and I am UBER’s Community Manager. My sincerest apologies for this. This is not what you should expect out of an UBER. Safety is tremendously important to us and I have passed along your feedback to our operations team who are currently making an investigation. I have given you a full refund, and would like to provide you with some UBER signature delicious treats (for the stress you received while you were in the car) and free credit for your next ride on us. Following is a list of UBER signature delicious treats: 1. Chocolate Covered Strawberries 2. Edible Arrangements (a variety of fruits) Please let us know which option you would like. Also please feel free to let us know if there are any other concerns or questions you might have. Hope you give us another chance to make it up to you! We truly value your relationship with UBER. Sincerely, Ji Hwang UBER Community Manager
RESPONDING TO CUSTOMER EMAILS #2 - “JUST A QUICK FEEDBACK LOOP MY RIDE LAST NIGHT WAS PRETTY TERRIBLE. I FELT BAD FOR...” Dear Customer’s Name, Hello, my name is Ji, and I am UBER’s Community Manager. First of all, thank you very much for this very thorough email. I can only imagine how frustrated you were while waiting for the car and experiencing an unsafe ride. We are in contact with the driver for further investigation, and we are checking with the systems department to ensure that all phone numbers are updated. Our driver operations manager is also aware of this incident, and he’s currently working with UBER drivers to prevent any similar situations from happening again. We want you to have the greatest experience with us, and we will do our best to make that happen. In the meantime, we would like to offer you a full refund and one of our signature UBER treats: 1. Chocolate Covered Strawberries 2. Edible Arrangements (a variety of fruits) Please let us know which option you would like. Also please feel free to us know if there are any other concerns or questions you might have. Hope you give us another chance to make it up to you! We truly value your relationship with UBER. Again, please accept our sincere apologizes for this incident, and hope we can make it up to you soon. Sincerely, Ji Hwang UBER Community Manager
RESPONDING TO CUSTOMER EMAILS #3 - “JUST A QUICK FEEDBACK LOOP MY RIDE LAST NIGHT WAS PRETTY TERRIBLE. I FELT BAD FOR...” Hello John, My name is Ji, and I am UBER’s Community Manager. I am very sorry for any confusion, and I hope to clarify this issue with you. The following is the fare breakdown and trip statistics chart for your uberBLACK service with us. Also, we would like to kindly explain that the $15 minimum fare exists to compensate drivers’ basic costs in traveling to the passenger’s pick-up location from considerable distances. It is one way we can maintain the UBER model and provide our services to you at low costs over the long term. Billed To: John Sweazey Trip Request Date: October 12, 2013 at 09:30 PM Drop Off Location: 805 Kinkead Way, Albany CA Payment: Personal Visa Card – 0000 Amount Charged: $15.00 Fare Breakdown CHARGES Base Fare $7.00 Distance @ $3.50/mile Time @ $0.55/min Minimum Fare $15.00
Trip Statistics DISTANCE 0.5 miles DURATION 4 minutes, 31 seconds AVERAGE SPEED 35.42 miles/h
Charge subtotal $15.00
Shortly after every trip you take with us, we send you a receipt email, titled “Uber Ride Receipt,” which includes the fare breakdown and trip statistics. If you haven’t received this email, please check your spam filter or junk mail folder. Sometimes, email providers see the word “receipt” as a sign of spam. If you still don’t see the receipt email, please let us know. Also, before you ride, you can always obtain a fare quote on our app (click here to see our instructional video on how to how to obtain a fare quote). Finally, if you are interested, we have more affordable options such as uberX and uberTAXI. We will make sure to always provide clear descriptions and instructions regarding our service. Thank you very much for riding with UBER, and we sincerely value your relationship with us! Sincerely, Ji Hwang UBER Community Manager
QUESTION NUMBER FIVE
TWITTER RESPONSES IN KOREAN
@Uber No cars available in Seattle #MajorFAIL @User님..에구, 죄송합니다 ㅠ.ㅠ 주말 저녁에는 수요가 너무 많아서요 ㅠ.ㅠ 빠른시일내에 더 많은 우버차량을 확보하도록 노력하겠습니다! 또다른 불편한점이 있으시면 꼭 저희에게 이메일(supportSeoul@uber.com)이나 메세지 날려주세요^.^ #손님은왕 Just used @Uber and am official addicted @User님~~ 넘 감사합니다~^.^ 지속적인 #우버러브 보여주심 곧 우버가 아이스크림트럭 게릴라 이벤트를 한다는 소문이…^^ My first @Uber ride was 3x a taxi. Major rip off @User님 혹시 우버 서비스가 맘에 안 드시는 점이 있으셨나요? 저희에게 메시지나 이메일(supportSeoul@uber.com)로 불편 사항을 알려주시면 신속히 문제를 해결하겠습니다! 또한 훨씬 더 저렴한 uberX나 uberTaxi 도 곧 한국에 상륙한다는 소문이 있어요^.~ Our @Uber driver is absolutely adorable! Thanks Roberto 와우! @User님 너무 감사해요~ 우버 운전기사님들은 역시 승객분들을 최고의 서비스로 대하는거같 아요^.^ 로버토씨에게 잊지말고 별5개, 팡팡팡팡팡! 날려주세요! 별점은 기사님들에겐 큰 행복이랍 니다^.^ #손님은왕 Hey @Uber! I was just charged for a ride I never took. What gives? #GiveMeMyMoneyBack 아이구 @User님 죄송해요ㅠㅠ supportSeoul@uber.com로 우버에 가입하실 때 쓰신 이메일주소, 성함, 핸드폰번호를 보내주시면 확인 후 신속히 처리해드릴게요. @Uber is amazing. Reliable, quick and baller. @User님~~ 너무 감사합니다! 저희 우버가 앞으로 더욱더 즐겁고 재미난 이벤트와 와우! 할 수 있는 서비스로 회원님의 사랑에 보답하도록 끊임없이 노력할게요! My taxi driver driver is driving like a manic. #SeattleCabsSuck @User님 우버를 한번 사용해보세요~ 우버 운전기사님들은 손님을 위해 물과 맛나는 사탕, 핸드폰 충전기에 가습기까지 준비하시는 센스를 발휘한답니다^.^ #우버라서가능한일 Hey @Uber…would be cool if you could request by car type #EscaladePlease @User 님 너무나 좋은 아이디어예요~! 샌프란시스코에 계신 @우버 엔지니어 분들께 그런 기능을 넣어달라고 문의했어요! 저런 기능이 생긴다면 벤츠E클래스는 나이드신 부모님들께, 센스있는 여자 친구에겐 BMW시리즈로 #우버러브를 전할듯하네요^.^ #우버라서가능한일 @Uber saved my life tonight! Got me home in 10 minutes @User님! 저희는 항상 고객님이 즐겁고 편안하게 이동하신다는 얘기만 들으면 너무너무 행복하답니 다~ 더 좋은 서비스로 보답하겠습니다! #손님은왕
QUESTION NUMBER SIX
MARKETING (LAUNDRY LIST OF MARKETING IDEAS, WHETHER AN EVENT/ PROMO/ETC) POSSIBLE EVENT IDEAS FOR THIS COMING MAY KIDS DAY(05/05) #UBERMOMPOWER Pop-up ice cream/balloon truck for kids! About 5-8 different moms can split the fare and bring the truck to their apartment complex. CARS DAY (05/12) #OMGLAMBO Crazy luxury car riding – UBER users get to ride on one of the most expensive/exotic/interesting cars. ROSE DAY (05/14) With UBER Black, there are roses and balloons set up inside the trunk. Boyfriends can order the rose filled cars for their girlfriends. MARRIED COUPLE DAY (05/21) Best couple shot/selfie in UBER with this hashtag #우버는_사랑입니다 contest. GENERAL EVENT IDEAS SPEED DATING/FRIENDING SHUTTLE BUS Whoever is lonely, open your UBER app now and order the shuttle bus! You will get to meet new interesting people. PARTY BUS FOR MOTAE SINGLES Singles tend to hang out with themselves. Now they can order a party bus with UBER! BEST UBER LOVER PICTURE OF MONTH Every month we can get a picture of UBER Seoul users and whoever shows creativity/happiness/joy using UBER gets chosen. Get a UBER gift card and a UBER t-shirt. MINI SURPRISE EVENT FOR FREQUENT USERS “UBER VIPS” Find the most frequent user and the time of their frequent riding UBER the most, and surprise the user with a mini event (e.g. if the user is a young professional who uses UBER in the morning a lot, gives him/her UBER credits and a coupon for a cup of coffee – or even find out what he or she likes to drink and have it ready).
POP-UP EVENT FOR LATE NIGHT WORKERS A coffee/energy drink/late night snack car for people who are working late at night. Young professionals will call this car to invite their co-workers for energy drinks and to have fun. UBER SEOUL VIDEO CONTEST Creative/Interesting ways/tips to utilize UBER (e.g. some UBER users use UBER to invite their valued clients, some users use UBER to move their important flowers from A to B). UBER SEOUL “DIRVE-COURSE” PACKAGES Date Drive-course Packages, Night Drive drive-course Packages at Discounted Price. SELFIE IN UBER Your are driven by your private driver! Take many different selfies in the car and upload them with this hashtag #WITHMYPRIVATEDRIVER. UBER SEOUL GIFT CARD One of the best ways to spread the word from current UBER users to non-users is the use of gift cards. CHOCOLATE FONDUE EVENT Imagine you can order chocolate fondue with just a few clicks. On a Friday night, pick one hour when there are many couples riding UBER and let them enjoy fondue. *I have other marketing ideas that I am going to use for Uber Slang, and I will send you a list of them once I finish the challenge.
QUESTION NUMBER SEVEN
PROMOTION TIME 1. WHICH PROMO SHOULD WE USE AND WHY? If events are costless, and if we can do as many events as we want, I would prefer Option 1, because it results in the highest Margin per customer ($40, vs $35 for Option 2 and $30 for Option 3) and the fastest payback in terms of how many trips it takes to pay off the promo cost (assuming the promo cost is borne entirely by Uber and not shared with Drivers). However, if there is a limit on the number of events we can do (ie, we can only do 1 event per day) then we should pick event 3, because it has the highest total margin per event. This matters because Uber’s strategy seems to be to grow the market as quickly as possible. If I could do all three events on one day (but not do Option 3 three times in one day) then I would do all events since they are all net positive margin. If events cost money (on top of the promo cost, which they almost certainly do, then we would prefer Option 3. For example, if there is a $500 fixed cost to doing each event (prior to promo costs) then Option 1 Margin would be negative $100, Option 2 margin would be $200, and Option 3 margin would be $1000. If I could do all three events on one day and they costs money, I would only do the ones that had net margin profitability (if I cared about profitability over one year). If I was capital constrained, which Uber doesn’t seem to be, then I would think about the fact that Option 1 requires 2 trips to break even, option 2 requires users to take 3 trips to
break even, and Option 3 requires 4 trips to break even (assuming Uber foots the entire cost of the discount). Assumptions I am making are that: This assumes that the “margin to Uber” of 25% reflects Gross Profit (the example uses the word “Margin” and doesn’t list any other costs so I am assuming this for now. Lowering the margin wouldn’t change which event you choose if there were no setup costs but it would lower the profit per event and the ROI on promotion expense) Discounts come entirely out of Uber’s share, not the Driver’s share. We are making the calculation for one year. Also, it is worth noting that we should be very careful to make sure that the assumed number of rides per year is appropriate for each event; this example assumes 10 in Option 1, 2, and 3, which may or may not turn out to be the case. Relatedly, we should factor in Churn to understand how users from each event might stop using Uber over time. 2. IF WE WANT TO RETURN A PROFIT ON EACH RIDER WITHIN 6 MONTHS, WHAT IS THE MAX AMOUNT THAT WE WOULD GIVE ON A PROMO? Desired breakeven period in months 6 Number of rides per year 10 Number of rides per month 0.83 Number of rides in breakeven period 5 Average trip (fare) $20.00 Revenue in 6 months $100.00 Margin to Uber 25% Revenue to Uber $25 Maximum discount on promo $25 Using the assumptions above, in 6 months, an Uber rider will take 5 rides, generate an average of $20 per ride and a total of $100, of which Uber will keep $25, so the maximum discount on a promo would be $25. This assumes that the “margin to Uber” of 25% reflects Gross Profit and that there are no additional costs to running promotions. If Gross Margin to Uber was less, or if there were costs to doing events, the max discount you would give on a promo would be less
3.HOW WOULD YOU THINK ABOUT INCREASING CONVERSION? Conversion rates of any given event could be improved by adjusting any number of the following factors: A) The date and time of the event - make the event at a date/time/location where users are inclined to use Uber services shortly thereafter B) How visibly Uber is promoted / how interactive the promotion is at the event - make it such that Uber is heard about at the event, that they have the opportunity to experience and trial Uber first hand C) Who the event is targeted to D) Call to action - make it important for me to submit the code right away E) Make the promo code more memorable and / or pass out physical pieces of paper with the code on them F) Test whether making promo codes expire more quickly increases conversion G) Manually input the code into the app for the user at the event, to make sure they don’t forget to input the code H) Provide larger discounts I) Make the promo code easier to find in the app J) Lower prices K)make redeeming the promo a requirement in order to enter an event; e.g., free music festival for people who show that they have entered the promo in their phone, or even make having taken an Uber ride a requirement to get into the event
FOLLOWING QUESTIONS ARE UNRELATED TO THE PREVIOUS QUESTIONS. 4.YOU’VE NOTICED THAT AVERAGE TRIPS/SIGNUP HAS GONE DOWN: First, because the table above defines “average trip” as “average Uber trip fare”, I am not sure whether this question refers to “average fare per signup” or “average number of trips per signup”. I’ll answer both: AVERAGE FARE PER SIGNUP A.WHAT COULD BE CAUSING AVERAGE FARE PER SIGNUP TO GO DOWN? -We might be targeting areas where customers require shorter rides -We might be targeting customer segments that want shorter rides -Seasonality might be affecting it (ie, in winter, customers may take longer trips, whereas in summer, customers might take shorter trips because they prefer to walk outside more) B.HOW MIGHT I INCREASE AVERAGE FARE PER SIGNUP? -Lower prices to encourage taking longer rides (this may or may not increase fares; it would depend on whether the increased length of the ride offsets the price decrease) -Promote in regions that demand longer rides (ie, at airport) -Promote customer segments that want longer rides AVERAGE NUMBER OF TRIPS PER SIGNUP A.WHAT COULD BE CAUSING AVERAGE NUMBER OF TRIPS PER SIGNUP TO GO DOWN? -We could be doing promos in areas where customers are but where there are not enough UBER cars -We could be doing events that target audiences that are not ideal -The app may have changed in a way that impacts user desire to use the app (e.g., functionality, poor reliability, speed, etc) -The market could be getting more competitive B.HOW MIGHT I INCREASE AVERAGE NUMBER OF TRIPS PER SIGNUP? -Lower prices to encourage using Uber more often so that it is not viewed as something a customer only uses in premium or desperate situations; turn it more into an every day thing -Onboard more drivers onto Uber -Run events that target audiences that travel more frequently (ie, business travelers, etc.) -Look at whether the app has changed in any way that might reduce usage and consider making changes to the app -To deal with competition, get more cars on the road, launch fare changes, compare app functionality and see if there are any changes that make sense to make