You're the head of product for DoorDash. The CEO asks you what the product team's goals should be. What would you say? What would your north-star and supporting metrics be?

Introduction

As the head of product for DoorDash, defining the product team's goals and metrics is crucial for driving success in the food delivery marketplace. To address this product success metrics challenge, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

DoorDash is a leading food delivery platform connecting restaurants, customers, and delivery drivers (Dashers). The product ecosystem includes mobile apps for customers and Dashers, a web platform for restaurants, and backend systems for order management and logistics.

Key stakeholders:

• Customers: Want convenient, fast, and reliable food delivery
• Restaurants: Seek increased sales and efficient order management
• Dashers: Desire flexible work opportunities and fair compensation
• DoorDash: Aims for growth, profitability, and market leadership

User flow:

1. Customers browse restaurants, place orders, and track deliveries
2. Restaurants receive, prepare, and hand off orders
3. Dashers accept delivery requests, pick up food, and complete deliveries

DoorDash's strategy focuses on expanding market share, improving operational efficiency, and diversifying into new verticals like grocery and convenience store delivery.

Competitors include Uber Eats, Grubhub, and regional players. DoorDash differentiates through its wide restaurant selection, efficient logistics, and subscription offering (DashPass).

Product lifecycle stage: Growth/Maturity - DoorDash has significant market share but still seeks expansion opportunities and operational improvements.