Acquisition project | Uber

Product - UberMoto

Elevator Pitch - UberMoto provides quick, reliable and affordable rides on a motorbike at the push of a button. Whether you are running late for your important meeting or just need affordable daily commute option, UberMoto can be your best choice !

Understanding the product -

Core Value Proposition

Helps beat the traffic
Affordable, fits in daily budget
Highly reliable

Market -

Current market size is about ~$600M ARR in GOV where three players exist- Rapido which is the market leader (and hyper local, focused on bike taxi), Uber (global company) and OLA (which has multiple business units like OLA EV)

Rapido has the first mover advantage in this category and are highly aggressive in terms of marketing as well as disrupting govt compliance. Over the last few months, turned EBITDA positive while having stringent P&L

Uber is #2 player that tries to be operationally breakeven, yet capture market share of Rapido through stringent marketplace operations. Also, has a disadvantage of being perceived as expensive brand due to cab focussed approach

Ola is #3 player who is trying to capture market share by burning money operationally as well using their EV fleet.

icp

Criteria	User 1	User 2	User 3
Name	Raj	Aman	Roshni
Age	30	19	35
Demographics (refer the table below)	Male, Tier 1 city, Corporate job	Male, Tier 2 city, student	Female, Tier 1 city, Beautician on UC
Need	Get to office fast and on time	Need an affordable means to travel to college	Needs an affordable way to reach client location on time
Pain Point	Cabs/Personal cars get stuck in traffic	Cabs are very expensive ; does not own pvt vehicle	Traffic and public transport does not provide end to end connectivity
Solution	Bike Taxi	Bike Taxi	Bike Taxi
Behaviour (refer the table below)
Perceived Value of Brand	Fast reliable	Cheap service	Quick and cheap
Marketing Pitch	Beat the traffic	Save your pocket money !	Beat the traffic at affordable price
Goals	Get to office	Get to college	Get to client location
Frequency of use case	10 times a week	12 times a week	14-16 trips a week
Average Spend on the product	65 rs	40 rs	80 rs
Value Accessibility to product	HIGH	HIGH	HIGH
Value Experience of the product	HIGH	MED	HIOGH
Notes

TAM - 150M

Typical age group 18-30, early jobbers, students, Tier-1 and Tier 2 cities

SAM - 70M (Cities where UberMoto is operational)

SOM - 30M (audience which does not have hesistance for bike taxi/have need to escape other means)

Focus -

Current channels of acquisition : Organic , Referral, Cross selling to larger Uber Audience, Partnership

Top 2 channels -

Organic through word of mouth of service quality and need
Cross selling to Uber Audience

Keywords : Bike Taxi, Rapido, Uber Bike, Taxi, 2 wheeler taxi, motorcycle taxi, Uber, OLA, OLA Bike, OLA Bike Taxi , commute, solo travel, office travel, metro, bus, public transport

Gaps in SEO - Rapido's bidding is much higher, "Moto" is something that people are not aware of and hence pops up less, Use keywords like student commute, 24X7 Bike Taxi

Content -

Targetting GenZ is important for the category, hence fine tuning content around young audience.
Instead of once a year brand marketing (with a big shot celeb) always on content marketing with relevant content creators

Tools - Meta, YouTube, Adwords, PMAX

Hook - Ended a cool bike ride (on a super bike/super driver/some amazing incident)

Creator - User (Amplified by brand)

Distribution Channel - Linkedin, Facebook, Instagram, WOM

Not relevant at a category level, since LTV of platform has to be determined

CAC to LTV at a platform level ~$228

ICP

For Raj - Channel - Facebook, LinkedIn, YouTube ; Creatives - Targeting struggles of traffic
For Aman - Instagram, YouTube ; Creatives - Targeting how cool I got from X->Y at cheap prices
For Roshni - Instagram, Google ; Creatives - Increase savings via Moto

Very easy product integration with