Transportation Network Reflections

1. Use the attached data to think about and answer the questions below.  Most importantly, we'd like to understand your interpretation of the data, thought process and ideas.
   a. In your view, which channels were most successful? Why?  How would you recommend optimizing this spend, and what other data would you need / use to do that?
   b. Assuming the data represents one purchase of ads, and the conversion from Signup (application) to Active Driver was very low…
   i. What would you alter for next time?
   ii. What strategies would you implement next for applicants that didn’t convert?
   
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2. You have 50+ stakeholders to manage - how do you come up with systems/processes that addresses each individual needs on the following:
   a. How do you deal with 50+ stakeholders, across 3 regions in the US + CA with over 100 cities. Each city has different stakeholders at level from Regional General Managers, City General Managers and City Marketing Managers
   
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   b. Provide them with weekly reporting on core performance
   
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   c. Provide them with support for their local marketing needs
   
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   d. What Communication Flow and Cadence would you put in place?
   
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3. Related to Q1, what Team Structure would you put in place to support all these cities and regional managers. What are the key roles you would hire for?
   
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4. Related to Q1, what local marketing strategies would you develop. What areas of marketing should be HQ driven vs local driven at the city and region level. What areas can city teams and central marketing teams best collaborate on, to drive overall marketing growth and be as localized as possible?
   
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5. The company has overall rider and driver growth goals for the region (US) as well as for each city. It is important to stick to both driver and rider goals, to ensure city market balance and health is maintained. How would you best leverage central teams across online media, offline media, strategy, CRM, SEO, analytics, etc to deliver results for every city?
   
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6. We’ve been live in a city for 6 months, and have a steady flow of organic new riders coming in - however, we want more. Outline three strategies you would use to attract new riders, and how you would measure channel efficacy.
   
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7. We’re live in a city in the US, that has been growing demand rapidly. That has been putting a lot of pressure on supply (drivers). Outline three strategies you would use to attract new driver partners, and how you would measure channel efficacy.
   
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