T H E B R I E F

0.39% of daily trips in NYC are with uberPOOL. Grow this to 2% in the next 12 months.

W E N E E D

1 7 2 K D A I LY T R I P S

BUT, PASSENGERS WOULD RATHER PAY EXTRA FOR A PRIVATE RIDE, THAN SPLIT A FARE WITH SOMEONE THEY’VE NEVER MET.

W H Y ?

P E R C E I V E D A S U N R E L I A B L E

“The problem is that UberPOOL, the service that takes two separate Uber rides and combines them into one, is real life exercise in game theory. Neither you, nor the driver, nor the rideshare company has any idea what the hell your experience is going to be like.”

THE VICE

“Decided to take Uberpool but still late anyway (due to accidentssssss). So the lady who took it with me, had super strong perfume on. My eyes and nose are still feeling dry from the torturous strong perfume ride.”

S H A R I N G A R I D E C A N B E V E RY

U N C O M F O RTA B L E

SOURCE

M TA I S FA S T A N D O F T E N P R O V I D E S I N T E R E S T I N G

E X P E R I E N C E S *

"The subway is one of the few places in a large urban center where all races and religions and most social classes are confronted with one another and the same situation."

M . L . F R I E D A N D V. J . D E FA Z I O ,

S O C I O L O G I S T S

* E X C E P T D U R I N G R U S H H O U R S …

Make uberPOOL more appealing than taking a subway or bus or taxi or uberX.

THE CHALLENGE

L E T ’ S TA K E A L O O K A T S O M E O F T H E

A D VA N TA G E S O F U B E R P O O L

But, people are willing to pay more just to be alone in a cab.

M O N E Y S AV I N G S

But, riding alone in an uberX or cab looks more attractive than sharing a ride.

L U X U R Y & S T R E S S R E L I E F

M E E T I N G N E W P E O P L E

An opportunity in which context (SHARING A RIDE) becomes value (NETWORKING, RECRUITING, MENTORING, FLIRTING, DATING, FRIEND-FINDING).

M I L L E N N I A L S O F N E W Y O R KL E T ’ S TA K E A L O O K A T

N Y C AT T R A C T S “ T Y P E A ” P E R S O N A L I T Y

• IMPATIENT (WANT A QUICK FIX)

• DON’T KNOW HOW TO RELAX

• INSECURE (HAVE LOW SELF ESTEEM)

• ANXIOUS PERFECTIONISTS

• UNCOMFORTABLE WITH THEIR FEELINGS

• COMPETITIVE

• WANT TO HAVE IT ALL

• ALWAYS LOOKING FOR THE NEXT SHINY THING

SOURCE: https://www.thrillist.com/lifestyle/new-york/nyc-therapists-on-the-most-common-nyc-patient-problems

U N E A S Y R I D E R S

W E N E E D T O S TA R T A C O N V E R S A T I O N W I T H

862,835 DAILY TRIPS IN NYC

WITH CABS, UBERXs, & LYFTS

SOURCE: NYC, TLC, MTA, AND UBER

PICKUPS ARE MORE HEAVILY CONCENTRATED IN MANHATTAN, WHILE DROP OFFS EXTEND FURTHER INTO THE OUTER BOROUGHS.

R I D E S O U R C I N G S E R V I C E S A R E M O S T F R E Q U E N T LY U S E D F O R S O C I A L T R I P S B E T W E E N 1 0 P M A N D 4 A M , T I M E S W H E N P U B L I C T R A N S I T R U N S I N F R E Q U E N T LY. S H A R E D M O D E S S U B S T I T U T E M O R E F O R A U T O M O B I L E T R I P S T H A N P U B L I C T R A N S I T T R I P S .

SOURCE: http://www.apta.com/resources/reportsandpublications/Documents/APTA-Shared-Mobility.pdf

AFTERNOON RUSH-HOUR IS WHEN THE TAXI USAGE PEAKS FROM MANHATTAN TO OTHER BOROUGHS.

D A TA

NEW YORKERS ARE PRONE TO USING TAXI SERVICE AFTER WORK, WHEN THEY ARE NOT WORRIED ABOUT BEING LATE.

I N S I G H T

B U T W H AT A B O U T M I L L E N N I A L S O F N Y C , W H E R E T H E Y L I V E A N D H O W A R E T H E Y S P E N D I N G T H E I R T I M E A F T E R W O R K ?

NYC MILLENNIALS 19-22 ARE MAKING 35% LESS THAN PREVIOUS GENERATIONS DID AT THAT AGE; 26-29 MAKE 11% LESS. EMPLOYMENT FOR 18-29 HAS INCREASED IN TECH & ADVERTISING, WHERE THEY EARN MORE THAN 50% THE AVERAGE INCOMES.

D A TA

MILLENNIALS WHO ENTER RECESSIONARY LABOR MARKETS ARE FACING SLOWER CAREER ADVANCEMENT AND EARNINGS.

I N S I G H T

W I L L I A M S B U R G - L T R A I N

S H U T D O W N , A N Y O N E ?

SOURCE: https://www.6sqft.com/mapping-where-in-nyc-millennials-live/

2 0 1 5 W E B E R / I P R S T U D Y: M I L L E N N I A L S @ W O R K : P E R S P E C T I V E S O N R E P U TAT I O N

“NETWORKING AND SOCIALIZING DURING OFF HOURS ARE MORE IMPORTANT TO MILLENNIALS

THAN ANY OTHER GENERATION.”

uberPOOL CAN MAKE IT EASIER FOR MILLENNIALS TO SOCIALIZE AND FIND GREAT OPPORTUNITIES -

WHILE COMMUTING.

T H E Y A R E A N X I O U S , W O R R I E D A B O U T T H E F U T U R E , N E V E R S AT I S F I E D A N D A LW AY S O N T H E L O O K O U T F O R T H E N E X T S H I N Y T H I N G ( W H E T H E R I T ’ S A N E W J O B , PA R T N E R , F R I E N D . . ) . O H , A N D M O S T O F T H E M L I V E I N W I L L I A M S B U R G .

L E T ’ S R E C A P W H A T W E K N O W A B O U T W O R K I N G M I L L E N N I A L S O F N E W Y O R K

C R E AT E A W A R E N E S S B Y E S TA B L I S H I N G U B E R P O O L A S I T- P L A C E F O R M I L L E N N I A L S W H O W A N T T O C O N N E C T W I T H N E W A N D E X C I T I N G P E O P L E - I R L .

S O L U T I O N

S O C I A L T R A N S I T

NEW CATEGORY OF TRANSITBETWEEN PUBLIC AND PRIVATE

Whitney takes uberPOOL once or twice a month during the afternoon rush-hour, from a startup she works at in Soho to her apartment in Bushwick, which she shares with two other girls. She likes the fun and potential of sharing a ride with a stranger, but doesn’t go out of her comfort zone often, which is why she mostly uses MTA. She avoids interaction with strangers because of her fear of rejection, of being judged and labeled as “creepy.” Has friends working in fashion industry.

Uses dating apps like OKCupid, Tinder and Coffee Meets Bagel. Shops online on ASOS and Amazon, uses Facebook, Twitter, Pinterest, LinkedIn, Instagram and Snapchat, reads HuffPost, New Yorker, TechCrunch, BuzzFeed. Loves Bethany Mota’s Youtube ch.

W H I T N E Y, 2 6 P R O D U C T M A N A G E R

OUR PRIMARY TARGET GROUP UNDEREMPLOYED WOMEN, 25-34

Jared lives in Williamsburg, he moved to NYC from Maryland. He is a fashion aficionado, hard-partying male ad agency exec. He has never even thought of trying out uberPOOL, but he’s a regular uberX user. He loves the idea of a black car and personal chauffeur. As an alternative to uberX he uses the MTA. He likes to spend his commuting time either listening to music or reading a book. He’s a serial dater. He’s career-focused, and thinks appearance is important. Likes to hang around NYFW event locations.

Has more than 1,000 friends on FB. Uses Tinder. Shops at J-Crew and Urban Outfitters. Hates malls. He frequently browses social feeds without creating content of his own. Has a serious man-crush on Casey Neistat.

J A R E D , 3 3 , C O M M S S T R AT E G I S T

OUR SECONDARY TARGET GROUP HENRY (HIGH EARNER, NOT RICH YET) 25-34

S I N G L E M O S T I M P O RTA N T

M E S S A G E

U B E R P O O L M A K E S I T P O S S I B L E T O C O M M U T E A N D C O N N E C T I N N Y C

M Y L U C K Y

R I D E

AWARENESS

uberPOOL GOES TO NY FASHION WEEK

A C O L L A B O R AT I O N W I T H D E S I G N E R M A RT I N M A R G I E L A A N D M O D E L M I R A N D A K E R R

M I R A N D A S N A P C H AT S T H E 1 S T L O C AT I O N

M A R G I N A L H A S A FA S H I O N S H O W A L L O V E R M A N H AT TA N , W I T H E A C H M O D E L S TA N D I N G O N A D I F F E R E N T L O C AT I O N

T H E L O C AT I O N O F E A C H N E X T M O D E L I S R E V E A L E D B Y A D R I V E R A F T E R T H E Y P I C K U P A R I D E R

M O D E L S C H A N G E L O C AT I O N S F R O M T I M E T O T I M E S O O U R R I D E R S C A N ’ T R E V E A L T H E L O C AT I O N S . T H E O N LY WAY T O D I S C O V E R T H E E N T I R E C O L L E C T I O N I S I F Y O U S H A R E A R I D E

INTEREST

# U B E R P O O L M A R G I E L A

C O L L E C T I O N O N S N A P C H AT A N D I N S TA G R A M

SNAPCHAT LIVE & STORIES

INTEGRATION WITH LINKEDIN

PURCHASE

MICROSITE THAT HELPS UNEASY RIDERS TO FIND NETWORKING EVENTS AND PARTIES, AND TO CONNECT EVEN WHEN THEY DIDN’T HAVE THE COURAGE TO DO IT WHILE SHARING A RIDE.

MY LUCKY

RIDE

About

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