How would you measure the success of Uber Freight?
Uber- Kane Morgan
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Clarification
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Uber Freight is a freight/logistics platform connecting Carrier (Driver) and Shipper.
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Mission of Uber Freight “Pricing and negotiation are done without picking up the phone.”
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As I know, Uber Freight has many different products, such as Mobile App for Carrier, Web App for Shipper to monitor the load real-time. So should we focus on one of them or the whole picture?
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Assumption: the whole picture
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What do you mean with “Success”?
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Assumption: Increase market share because Uber Freight is the new guy on the huge potential market of freight. For that reason, increase in market share would be the top priority of Uber Freight at the time being.
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Market share = Carrier + Shipper => Assume focus on the Shipper as Shipper is the leading indicator in this market. # of Carriers increase time by time, especially in the time being when lay-offs increase significantly.
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Goals: Increase market share of Shipper
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As I know Uber Freight is only available in the US market, is it correct? => Yes
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User Journey
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Awareness
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Hear Uber Freight from their friends, family, partners, …
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Hear Uber Freight from different marketing campaigns
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Acquisition
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Visit website to research about Uber Freight
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Sign-up for an account
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Activation
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Log-in
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Schedule for their loads
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Receive the request from Carrier
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Accept the request from Carrier
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Engagement
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Wait for Carrier to pick up the load
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Driver pick up the load and ship
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Monitor the load
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Unload the load at the destination
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Make a payment and documentation
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Give feedback
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Retention
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Come back to Uber Freight 2nd, 3rd time, ….
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Referral
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Enjoy Uber Freight and refer it to their partners, friends, …
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Revenue
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Revenue of Uber Freight comes from Commission fee
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Metrics
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Awareness
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# of reach from each campaign
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# of engagement from each campaign
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Acquisition
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# of landing page visitor
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# of new account (Shipper)
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Activation
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# of eyeballs (web app opening)
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# of login
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# of scheduled loads
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# of request from carriers
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# of acceptance
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Conversion rate of funnel (open -> login -> schedule -> receive -> accept)
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# of time (open -> login -> schedule -> receive -> accept)
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Engagement
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# of waiting time
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# of loading time
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# of delivery time
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# of unloading time
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# of web access to monitor per delivery
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# of successful delivery
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Satisfaction Rate
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Retention
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# of DAU, WAU, MAU
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# time between 2 delivery
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Churn rate
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Referral
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Viral coefficient
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Revenue
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$ per week, month, quarter, year
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$ per delivery
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$ per shipper
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Evaluation
Our goal is to increase the market share of Shipper
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Metrics |
Impact |
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Awareness: Know how much new market share we can reach |
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# of reach from each campaign |
High |
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# of engagement from each campaign |
High |
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Acquisition: Know how much new market share we can acquire |
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# of landing page visitor |
High |
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# of new account (Shipper) |
Extremely high |
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Activation: |
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# of eyeballs (web app opening) |
Low |
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# of login |
Low |
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# of scheduled loads |
Low |
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# of request from carriers |
Low |
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# of acceptance |
Low |
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Conversion rate of funnel (open -> login -> schedule -> receive -> accept) |
Medium |
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# of time (open -> login -> schedule -> receive -> accept) |
Low |
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Engagement |
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# of waiting time |
Low |
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# of loading time |
Low |
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# of delivery time |
Low |
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# of unloading time |
Low |
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# of web access to monitor per delivery |
Medium |
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# of successful delivery |
High |
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Satisfaction Rate |
Medium |
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Retention: Know the status of our existing market share |
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# of DAU, WAU, MAU |
Extremely High Check the active status of our current user base. We should focus on WAU, as Uber Freight is not a daily consumer product. MAU are too long to detect problems. |
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# time between 2 delivery |
Low |
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Churn rate |
High |
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Referral |
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Viral coefficient |
Medium |
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Revenue |
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$ per week, month, quarter, year |
Low |
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$ per delivery |
Low |
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$ per shipper |
Low |
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Recommendation
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North star metrics
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# of new account (Shipper)
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# of WAU
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Primary metrics
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# of reach from each campaign
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Conversion rate of funnel (Reach -> Engage -> Page visit)
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# of successful delivery
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Churn rate
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