You work for Uber and you need to increase your revenue. How would you proceed?

Thank you for the comprehensive briefing. I understand the task at hand and I'm ready to provide a detailed, strategic answer to the product growth problem for Uber. I'll approach this from the perspective of a seasoned VP of Product, addressing the interviewer directly.

Introduction

You've asked me how I would proceed to increase Uber's revenue. This is a critical growth challenge for a mature product in a competitive market. I'll outline a strategic approach that leverages Uber's existing strengths while identifying new growth opportunities. My response will cover diagnosis of the current situation, market analysis, user segmentation, growth levers, retention strategies, and success metrics.

Step 1

Clarifying Questions

• Based on the growth challenge described, I assume we're focusing on Uber's core ride-sharing business. Is that correct, or should we consider Uber's entire portfolio including Uber Eats, Freight, etc.?

Why it matters: This helps us focus our growth strategies on the right product lines. Expected answer: Focus on ride-sharing, but consider synergies with other services. Impact on approach: We'll prioritize ride-sharing growth but look for cross-selling opportunities.

• Are there specific growth targets or timelines we're working towards? For instance, are we aiming for a certain percentage increase in revenue over the next year?

Why it matters: Helps set the scope and urgency of our growth initiatives. Expected answer: 20% year-over-year revenue growth target. Impact on approach: We'll focus on strategies that can deliver significant short to medium-term impact.

• Can you share any insights on current user behavior patterns or growth trends? For example, are we seeing changes in ride frequency or average trip value?

Why it matters: Identifies potential areas of focus for our growth strategies. Expected answer: Slight decline in ride frequency, but increase in average trip value. Impact on approach: We might focus on increasing ride frequency while maintaining higher-value trips.

• Are there any geographic or regulatory constraints we should be aware of? Are we looking at global growth or focusing on specific markets?

Why it matters: Helps tailor our strategies to specific market conditions and opportunities. Expected answer: Focus on mature markets with potential for expansion in emerging markets. Impact on approach: We'll develop market-specific strategies while looking for scalable global solutions.