What metrics would you use to evaluate Postmates's subscription program, Postmates Unlimited?

Introduction

Evaluating the success of Postmates Unlimited, the subscription program for Postmates, requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Postmates Unlimited is a subscription-based program offered by Postmates, a food delivery and courier service. Subscribers pay a monthly or annual fee in exchange for free delivery on eligible orders above a certain threshold, typically $12 or $15.

Key stakeholders include:

1. Subscribers: Seeking convenience and cost savings on frequent orders
2. Postmates (now part of Uber): Aiming to increase customer loyalty and order frequency
3. Restaurants and merchants: Benefiting from increased order volume
4. Delivery drivers: Potentially seeing more consistent work

User flow:

1. Sign up for Postmates Unlimited subscription
2. Browse restaurants and merchants on the Postmates app
3. Place orders, enjoying free delivery on eligible purchases
4. Receive deliveries and provide ratings/feedback

Postmates Unlimited fits into Uber's broader strategy of expanding its food delivery ecosystem and increasing customer retention. It competes with similar programs like DashPass (DoorDash) and Grubhub+, focusing on creating a loyal customer base through value-added services.

Product Lifecycle Stage: Mature - Postmates Unlimited has been around for several years and is now part of Uber's established suite of services.

Software-specific context:

• Platform: Mobile app (iOS/Android) and web platform
• Integration points: Payment systems, restaurant/merchant databases, driver networks
• Deployment model: Cloud-based, with regular app updates