Financials and Uber Marketing Plan

Assignment B: Marketing Plan Final Project - Part III & IV Hide Assignment Information Turnitin® This assignment will be submitted to Turnitin®. Instructions PART THREE (Part III): Expending the Marketing Management Strategy from Unit Three, please develop the Financials and Controls of the Market Plan. At a minimum, the Financials and Controls must include the following sections (complete), correctly numbered, and labeled. Sample Outline of the Marketing Plan (Part III): 4. Financials (This is the section heading, which includes an introductory paragraph) 4.1 Break-Even Analysis 4.2 Sales Forecast 4.3 Expense Forecast 5. Controls (This is the section heading, which includes an introductory paragraph.) 5.1 Implementation 5.2 Contingency Planning PART FOUR (Part IV): Using the feedback provided throughout the course, appropriately modify the sections previously completed, including the Product Identification and Situation Analysis (Unit 1: Part I)

Running head: UBER MARKETING PLAN
Assignment B: Marketing Plan Final Project
Name of the student:
Name of the university:
Author note:

1UBER MARKETING PLAN
Executive summary
This report is aimed at constructing a marketing plan for Uber Technology Inc. This report is
divided into two separate parts such as the ‘Marketing Plan’ and ‘Financials and Controls of the
Marketing Plan’. The findings of the marketing plan section suggest that Uber is in good shapes
to take innovative moves and execute related actions. Uber as found in the study does many
things to attract new drivers and retain the as well. Among these activities, attractive joining
bonus and higher incentives are its efficient strategies. Customers have variety of options to
choose from, so that, every ride fits into their pocket. However, it does not enjoy a presence in
rural areas. This could be full of opportunities for the company if Uber has plans to enter the
rural areas and take the opportunities to its advantage. However, Uber needs to strike a balance
between its economic benefits and social responsibilities. Surge pricing is beneficial for drivers
and the company; however, not so to the customer. Some occasional benefits such as friend
referral schemes and promo coupons need to happen more frequently. The findings of financials
and controls suggest that Uber can increase its income if marketing activities are regularly
monitored and revised as per the marketing evaluation outcomes. By actively sticking around the
contingency plans like the one recommended in this study can be beneficial in countering
potential risks.

2UBER MARKETING PLAN
Table of Contents
PART THREE (Part III): Financials and Controls of the Market Plan...........................................4
4. Financials.................................................................................................................................4
4.1 Break-Even Analysis.........................................................................................................4
4.2 Sales Forecast....................................................................................................................4
4.3 Expense Forecast...............................................................................................................4
5. Controls....................................................................................................................................4
5.1 Implementation..................................................................................................................5
5.2 Contingency Planning........................................................................................................6
PART FOUR (Part IV): Uber Marketing Plan................................................................................7
1. Product-service identification..................................................................................................7
1.1 Brief description of the company..................................................................................8
1.2 Organization structure.......................................................................................................8
1.3 The product being offered and the benefits.....................................................................10
2. Situation analysis...................................................................................................................10
2.1 Market summary..............................................................................................................11
2.2 SWOT analysis................................................................................................................11
2.3 Direct and indirect competition.......................................................................................13
3. Marketing strategy.................................................................................................................13
3.1 Mission............................................................................................................................14

3UBER MARKETING PLAN
3.2 Marketing objectives.......................................................................................................14
3.3 Financial objectives.........................................................................................................15
3.4 Target markets.................................................................................................................15
3.5 Positioning.......................................................................................................................15
3.6 Marketing program..........................................................................................................16
3.7 Marketing research..........................................................................................................17
References......................................................................................................................................18
Appendices....................................................................................................................................21
Appendix 1: Break-Even Analysis............................................................................................21
Appendix 2: Sales Forecast.......................................................................................................28
Appendix 3: Expense Forecast..................................................................................................30

4UBER MARKETING PLAN
PART THREE (Part III): Financials and Controls of the Market Plan
4. Financials
This section will conduct few financial activities for Uber. These are ‘Break-Even
Analysis’, ‘Sales Forecast’ and ‘Expense Forecast’. The overall goal of this section is to identify
whether Uber will be more profitable in the future than comparison to the last year.
4.1 Break-Even Analysis
The analysis as provided in (Appendix 1) indicates that the next one year will be
profitable for Uber. The profits will fall down though in a year after; however, will still be
profitable for the company. The third year as shown in the analysis will be highly profitable for
Uber.
4.2 Sales Forecast
The sales forecast analysis as provided in (Appendix 2) shows that total revenue for the
1st year would stood at $73,950.00. The revenue will increase in respective years thereafter. The
conclusion was made based on assumptions were made for price per kilometer and average
number of customers.
4.3 Expense Forecast
The expense forecast analysis as shown in (Appendix 3) indicates that total costs will
increase with each passing year.
5. Controls

5UBER MARKETING PLAN
‘Controls’ means having techniques to monitor and assess the progress of the marketing
plan. If short-term outcomes have not turned out as expected, this would mean two things like
ineffective execution of marketing plans or lack of good plans. By having techniques to clearly
differentiate between these two causes of short-term failures, Uber can control the marketing
activities as per its desires. This section will discuss ways to implement the marketing plan, so
that, marketing and financial assumptions with the plan are largely attained. ‘Controls’ can be
facilitated by doing close monitoring of customer satisfaction, driver satisfaction, brand
awareness, etc. With this any required alteration to the existing plan can be made. Market trends
and consumer behaviour can be unpredictable sometimes. This is when contingency plans can be
useful in counteracting these changes (Netland, 2016).
5.1 Implementation
Social medial sites such as Facebook, Twitter and Instagram will be used for posting new
promotional offers, change in service plans, added benefits and so forth (Serrat, 2017). Uber can
collaborate with corporate companies to offer their employees discounted rates regularly with
terms and conditions applied to it. Discounts thus offered should make sense and give
incomparable benefits. For the backend team, they should keep a check of tasks allocation, so
that, any concern raised is sent to the concerned department. Salespeople should be given
incentives on overshooting the target. This would encourage them to work hard and whole
heartedly towards the aligned organizational goals.
Work audit should happen on a weekly basis or as required. This would help to monitor
the work progress. Also, this also communicate the problem areas, which can be a technology
failure or an ineffective work contribution from one or few employees. There will be needs to
drive an organizational culture where corporate citizenship is positive towards any strategic

6UBER MARKETING PLAN
decision and that employees are highly moralized to give their contribution to the plan (Crane et
al., 2019). Short-term results should be communicated to give feedback to average performers
and celebrate the success to ensure that all could realize the importance of new actions.
5.2 Contingency Planning
A contingency plan will have few assumptions with the marketing plan failing which
there will be counter actions to resolve it. Below is a mention of contingency plans for this new
marketing plan of Uber:
Scenario Trigger Response Who to inform? Timeline
Joining of
new drivers
has crossed
the
expected
figure
The
number of
new drivers
has crossed
certain set
figures for
new joining
Reduce the
amount of
joining
bonus as
well as
increase the
trip count to
earn the
same
incentive
percentage
1. Head of department
(HOD) will oversee the
entire situation
2. Team manager will still
show the positive sides
of the revised benefits
3. Drivers should adapt to
the revised benefits as
they will get more other
benefits by being with
Uber
As soon as
possible (asap)
Existing
drivers are
switching to
rival
The count
for drivers
is falling
Offer new
and
incomparable
benefits to
1. HOD will handle the
situation
2. Team managers will
communicate to drivers
Asap

7UBER MARKETING PLAN
companies down give drivers
reasons to
stay loyal to
Uber
regarding new offers
and benefits
3. Drivers should look to
grab new opportunities
that are seldom
available on other
platform
Table 1: Contingency Plan for Business Continuity for Uber
PART FOUR (Part IV): Uber Marketing Plan
1. Product-service identification
This section will identify the product and service offered by Uber Technology Inc. This
discussion will give a broad understanding of the reason that acted for Uber to aim the specific
service and product area. Moreover, this will prove helpful in dealing with the other parts of the
study.
It is always good to get a ride service that is hassle free and ask to invest less on it. Uber
Technology Inc. as a company successfully addressed this customer need by offering a largely
affordable and hugely accessible app-based cab booking service. Uber thought of becoming one
of the leading car ride providers using just a simple mobile-based application to serve its target
market. The vision was to help people commute from a destination point to another promptly; by
just tapping into their user-friendly computer application for a pickup service. Uber experiments
with new ideas to offer better service as well as differentiate its services. Their services scale

8UBER MARKETING PLAN
from just few to many. As a result, customer now have access to shared rides, rental rides and
much more. It also now offers food services. Uber is trying to maintain its reputation of a brand
that entertain and benefits its target customer with range of services. Apart from ride services,
Uber also offers food service by partnering with the various restaurants around and operated as
the ‘Uber Eats’ brand (da Silva Monty, 2018). A brief explanation of product and service such as
these indicate that Uber is very good at offering diversified and affordable service.
1.1 Brief description of the company
Uber’s advancement in technology impacted the way customer and passengers can
interact with its improved, innovative software, which allows passengers to know who is picking
them up including the vehicle type and exact time of arrival. Uber also partner with the
community offering entrepreneurship job opportunities as an independent contractor using their
motor vehicle for Uber hail riding services. The magnitude of consumer relationship with Uber
technology brands has expanded their transportation business to over 700 cities locally, and over
70 international countries are globally generating increase sales revenue for the company
(Uber.com, 2020).
1.2 Organization structure
The tradition of Uber Technology Inc is a structure led by the hierarchical system of
management with Dara Khosrowshahi, the Chief Executive Officer, overseeing the senior vice
presidents of Business, Engineering Leadership and Strategy (Research-Methodology, 2020).
Due to the lack of leadership skills in the ex-CEO of the company, Travis Kalanick, Uber has
faced many scandals. It includes bullying, sexual harassment, workplace discrimination, etc.
Kalanick has proved incapable in controlling such issues. Consequently, Kalanick resigned from

9UBER MARKETING PLAN
the CEO position. The new CEO, Dara Khosrowshahi, brought some changes to the
organisational structure of Uber.
Fig 1: Organisational Structure
(Source: Research-Methodology, 2020)
The above is a view of the current Uber’s organisational structure. Research shows that
this structure could change in coming years. The changes to take place could be on a medium-
term basis. The structure could no longer exist as it has proved a failure in terms of controlling
few organisational issues like poor organizational culture and demoralized workforce. Good
thing is that Dara Khosrowshahi is a leader who believe more in driving a collaborative work
culture. Indeed, a change in structure could be beneficial considering the problems faced in the
past and the scale of operation that Uber enjoys globally. The research of Oliveri, Lawless &
Molloy (2017) shows that a collaborative workforce will have faster solution to a problem,

10UBER MARKETING PLAN
increased creativity towards problem solving and innovation, better insight of multi-departmental
works. Indeed, it is a poor synchronization between people of different departments that affect
the analysis of a case and lead to form a more subjective organisational culture.
1.3 The product being offered and the benefits
Uber’s marketing strategy goes beyond a simple passenger pickup or drops off. Their
product and services involve a new range of customer-centered scheme with the launch of Uber
Eats. It is where people can enjoy on-demand restaurant food delivery using the Uber App. Also,
Uber Health partnered with professional healthcare providers, which can help plan ride for their
patients. They also launch the freight to connect and help ease the hassle of trucking companies.
The seniors can enjoy the benefits of continuous meals delivery service offered by providing free
raid to volunteers and the Meals on Wheels American Organization (Li, 2020).
2. Situation analysis
Uber’s continuous quest to target customer perception and develop a market niche is its
main projected brand and its organization goal (Rogoll, p. 65). Uber launched other products and
services to help the deaf and the hearing impaired; improve their day to day life with the
technology application that focuses on their needs. The company’s expectation in regards to
existing level is a benchmark of added public relations to value of the company, and their
potential customers in the continuation of increasing service performance to strive for higher
future revenue margins.

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2.1 Market summary
Uber’s brand had sustained growth very quickly in terms of revenue and profit when
comparing its success to other competitors. The company’s strategy and growth emphasizing the
commitment to customer loyalty, with leaderships working together in support of the company’s
overall goals and needs (Wirtz & Tang, 2016). Prioritizing the brand marketing mix to achieve
excellent service for the future will continue to give the company a competitive edge and what
the brand stands for. As a leading transportation giant in the technology service industry with a
portfolio of services which helps target their application user this in enhance allow easy and
direct connect to Uber drives a marketing projection that shows how the company marketing
strategy is moving forward in growth income.
2.2 SWOT analysis
Strengths: Uber’s low ride fares and peer-to-peer cost-sharing service set them above their
competitors. In addition, the drivers are rated after each ride which helps track the quality of their
work performance. The cashless system is a unique form of payment which reduces the risks of
money being theft, and ensures the safety of both the driver and the customer. The fare payment
is made online through the Uber application in the smartphone. This cashless operation system
helps in passenger and driver interaction, builds trust and eliminates the hassle of a payment
negotiation during a ride (Cramer & Krueger, 2016). Uber gives affordable transportation
options. The ride services range in different parameters of price rate charging. A ride with a
sedan car will cost more than with a mini car. Uber tries to meet the price needs of its customer
through ample range of ride options (Cramer & Krueger, 2016).
Weakness: As the Uber drivers are the growing face to the company, any bad feedback between
customers in terms of driver behavior can tarnish the image of the company. As driver are

12UBER MARKETING PLAN
considered self-employed contractors, without company benefit they can easily join other
competitors or even work for both due to the lack of employee and employer loyalty relationship.
High fuel cost and low pay returns can reduce productivity and shortage of drivers. Studies show
that drivers earn more money by working for Lyft as compared to Uber. It is because drivers
have increased tips, better pricing for Prime Time and smaller deduction as compared to Uber.
Customer privacy is a great concern due to the report of assault cases of passengers (Mittendorf,
2017).
Opportunities: Improving service performance is an opportunity and an aspect that Uber can
capitalize on. Dissatisfied customers do not like to wait in long lines for public transportation.
Therefore, with this marketing plan Uber can deliver a service that can cater for the wants and
needs of its potential consumer. This opportunity can encourage for addition service to the
elderly and school routes. A service extension such as this way can add valuation, and
personality to the company’s growth. The availability of drivers in the rural areas can also
generate an opportunity of revenue to tap into. In general, a user-friendly application with a
choice to select the vehicle type and the driver is a service advantage for customers. Sharing a
ride also reduces pollution. Low gas prices can also prove cost-saving for the company. Uber
employs more drivers than many other providers in the technology service industry. This fact
makes Uber the first choice for the drivers (Tao et al., 2019).
Threats: The main threat to uber is the growing number of competitors and driver moving from
one company to the other with their trade secret of operations. New and improved technology
can drive Uber out of business. In terms of logistics Amazon is a threat to Uber. A low
commission pay system can result in losing reliable drivers in addition to government regulation
on transportations laws taxes can affect performance of Uber (Zhao & Su, 2019).

13UBER MARKETING PLAN
2.3 Direct and indirect competition
Lyft is an Uber’s direct competitor. Both offer the same service and their brand style is
similar. Lyft is much newer to the market and their product and services are comparable except
their divers get higher take-home pay than Uber. This will encourage drivers to shift sides. Their
indirect competition would be taxi cabs and public transportation. They are well known for
major location pick up, such as the airports, train and commuter rail stations; however, the transit
trains are faster and cheaper form of transportation. The price of Uber and Lyft are measured by
mileage while the public transportation system prices are regulated by the federal and state
government (Malin & Chandler, 2017).
3. Marketing strategy
Uber’s marketing strategy is to keep evolving on customer service and to improve upon
their application creating new innovative products also, connect with customer feedback reviews.
Although, word of mouth has also played a part in the company’s marketing strategies. The
marketing platform of Uber is segmented into groups of regions to ensure fees are consistent
with the competitive market. Uber specializes in cost differentiation position to focus more
attention on demographic and geographic areas to increase more potential customers. One of the
bases of its marketing strategy is the experience gained from serving customer. Uber measures
its service based on rates being charged and value delivered in each single ride. Besides, the
benefits delivered to drivers also influence its marketing strategy (Baron, 2018). Indeed, if there
is low value to customer and drivers as compared to offered by other companies, Uber would
lose its customer as well as drivers to its major rivals. The brand positioning of Uber is primarily
centered around millennials and businesspeople. Millennials working in offices late night find it
suitable and easy picking for reaching safely to their homes. Businesspeople can use Uber cabs

14UBER MARKETING PLAN
to reach quickly to their offices or else. The quality of service is comparable with Lyft; however,
it still is a recognized service brand in terms of a more personal and on-demand car service
provider (Baron, 2018).
3.1 Mission
The mission of Uber is to providing an excellent overall service that can inspire people,
setting realistic goals, and increase product brand growth. The organization believes in providing
wants and needs to the customer with a support system and business opportunities that define
their role and existence as a company. Uber is setting an impact on the community through
connecting people together and providing a platform for people to earn extra money. People can
use their own or rented vehicle as a form of transportation system to rely on (Uber.com, 2020).
3.2 Marketing objectives
Developing a fundamental marketing mix to sustain the brand financial expectation and
performance in sales growth focusing on a greater profit margin than the prior’s year income.
Provide solutions and address consumer’s needs and feedback and simulate driving experience
for loyalty customers with rewards programs, while targeting new business opportunities
through different product categories. Expand and increase service in geographic and
demographic areas to balance out the competitive markets with a clearer agenda differentiating
the company’s services from competitors. Capturing the untouched rural markets where modes
of transportation is distinctively different from those of urban areas. More specifically crating
reasons for drivers and customers living in rural areas through feasible service and pricing
policy. Offering attractive joining bonus as well as incentives to the drivers will also be the
objective.

15UBER MARKETING PLAN
3.3 Financial objectives
As a rapidly growing and publicly traded company, the key to a sustained growth for
Uber will be the increase in their financial flexibility. This can be attained through investing
more cash in valuable deals by the end of the year 2020. The income statement for the previous
year will indicate the financial growth to achieve to invest more on new and potential projects.
Selling stocks and building a sound long term investment in assets will increase the value of the
organization.
3.4 Target markets
The segment target market of Uber is a prospective customer with transportation needs.
Customers using Uber ride are students, professionals, employees, employers, handicapped and
so forth. This ranges from ages 18 years to 65 years (Kooti et al., 2017). The product is geared
more towards non-user, the regular Uber users or the first-timers of either the working class,
upper or lower class. The purpose of reaching to these diverse group of customers is to ensure
that Uber continues receiving more new business and that new entrants do not utilize the
untouched area to their advantage. Geographically, market segmentation of Uber has been
exceptionally well considering it has operations across the globe. However, it needs to dig deeper
in the market to also reach to the areas that are yet to touch. Rural areas should be its next goal
provided if there is feasible business conditions.
3.5 Positioning
Positioning is important for the brand as this helps to effectively target the correct market
segment. The brand positioning is based upon the overall consumer experience and customer
satisfaction. The service is easily accessible through use of the Uber’s dedicate app using which
customer can go with their choices for driver, vehicle and provide valued feedback on their

16UBER MARKETING PLAN
overall service experience. The experience will be on-demand basis. The level of experience will
be good as a ride can be booked through the app. The app contains many sharable information
like the ride details as well as drivers’ contact number. These pieces of information can be shared
with the relatives and dear ones. Also, location of ride will also be available. All these make
riding a secure journey for both the drivers and customers. The needs, wants and demands of the
drivers as well as customers are fulfilled through Uber riding service.
3.6 Marketing program
 Pricing - Reflexes the marking mix of the company as a part of their product image.
Discounts and promotions are occasionally offered. However, prices vary on mileage as
well as surge pricing. Surge pricing is occasionally charged allowing customers more
options to travel at normal charges. Rates remain fairly consistent. Pricing policy is clear
and transparent. Customer are provided with the full pricing details on the app. They can
easily track the base price as well as rates charged for each one kilometer after crossing
the travel distance limit for the base fare. The set of price range is comparable to the
competitors by a margin of increase or decrease in response to demand and supply
(Muller, 2019).
 Distribution - The company introduces the digital beacon emblem with a way of
distribution to customers and drivers on their app. Riders can select their favorite color
for faster identification pickup. Uber gives attractive benefits to attract more drivers and
thus meeting the increased customer needs for rides in quick times. Uber is accessible on
multiple OS (operating system) platforms such as iOS, Android, Windows, etc. It was
required to reach easily to the wider customer population and to boost up the business.
Such distribution strategy increases its operational efficiency (Muller, 2019).

17UBER MARKETING PLAN
 Promotion - Promotional alerts with beacon colors are circulated through emails and cell
phone compatible text messages. Other than these customers are alerted also on their
Uber app. It is when they are to book a ride they get to know about new promotions
(Muller, 2019).
 Customer service - This is through their website, the Uber application, email and
telephone. Customers can straightaway lodge a complaint against the driver by selecting
the appropriate options on the Uber app (Muller, 2019). Also, they can send detailed
emails or even call on customer service numbers to get better assistance.
3.7 Marketing research
This marketing plan was constructed using secondary data from the reliable resources.
While dealing with the secondary data, the focus was on to get as much detail on the service as
was possible. For a better marketing plan, it had required some good insights of Uber’s major
rivals, its customers’ opinion and experience of the service, and possible complaints and issues
raised by customers accessible only through quality secondary data.

18UBER MARKETING PLAN
References
Baron, D. P. (2018). Disruptive entrepreneurship and dual purpose strategies: The case of Uber.
Strategy Science, 3(2), 439-462.
Cramer, J., & Krueger, A. B. (2016). Disruptive change in the taxi business: The case of Uber.
American Economic Review, 106(5), 177-82.
Crane, A., Matten, D., Glozer, S., & Spence, L. (2019). Business ethics: Managing corporate
citizenship and sustainability in the age of globalization. Oxford University Press,
USA.
da Silva Monty, R. C. (2018). Creative economy: how the interface of Uber eats and iFood could
change your menu. Brazilian Journal of Operations & Production Management,
15(3), 413-419.
Kooti, F., Grbovic, M., Aiello, L. M., Djuric, N., Radosavljevic, V., & Lerman, K. (2017, April).
Analyzing Uber's ride-sharing economy. In Proceedings of the 26th International
Conference on World Wide Web Companion (pp. 574-582).
Li, M. (2020). Uber Future Value Prediction Using Discounted Cash Flow Model. American
Journal of Industrial and Business Management, 10(01), 30.
Malin, B. J., & Chandler, C. (2017). Free to work anxiously: Splintering precarity among drivers
for Uber and Lyft. Communication, Culture & Critique, 10(2), 382-400.
Mittendorf, C. (2017, January). The implications of trust in the sharing economy–an empirical
analysis of Uber. In Proceedings of the 50th Hawaii International Conference on
System Sciences.
Muller, E. (2019). Delimiting disruption: Why Uber is disruptive, but Airbnb is not.
International Journal of Research in Marketing.

19UBER MARKETING PLAN
Netland, T. H. (2016). Critical success factors for implementing lean production: the effect of
contingencies. International Journal of Production Research, 54(8), 2433-2448.
Oliveri, M. E., Lawless, R., & Molloy, H. (2017). A literature review on collaborative problem
solving for college and workforce readiness. ETS Research Report Series, 2017(1), 1-
27.
Research-Methodology. (2020). Uber Organizational Structure - Research-Methodology.
Retrieved 22 February 2020, from https://research-methodology.net/uber-
organizational-structure-3/
Rogoll, C. (2015). Star Brands: A Brand Manager's Guide to Build, Manage & Market Brands.
Simon and Schuster.
Serrat, O. (2017). The future of social marketing. In Knowledge solutions (pp. 119-128).
Springer, Singapore.
Tao, M., Yuqiao, G., Nawaz, M. Z., & Shafique, M. N. (2019). A Comparative Analysis of the
Business Models of Uber and Didi under Sharing Economy Background. Sarhad
Journal of Management Sciences, 5(1), 27-46.
Uber.com. (2020). Find a City | Start Here to Plan Your Trip | Uber. Retrieved 22 February 2020,
from Https://www.uber.com/global/en/cities
Wirtz, J., & Tang, C. (2016). Uber: Competing as market leader in the us versus being a distant
second in china. In SERVICES MARKETING: People Technology Strategy (pp. 626-
632).
Zhao, X. Y., & Su, Q. (2019, July). Existing Issues of Ride Sharing Company Operation and
Sharing Economy in China: Uber Case Analysis. In 5th Annual International

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Conference on Management, Economics and Social Development (ICMESD 2019).
Atlantis Press.

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Appendices
Appendix 1: Break-Even Analysis
Particulars
Year 1 Year 2 Year 3
Uni
ts
Fixed
cost
Variabl
e cost
Total
cost Sales
Sales revenue per unit
$
10.28
$
10.90
$
11.45 0
$32,90
0.00
$
-
$32,90
0.00
$
-
Variable costs per
kilometre:
150
0
$32,90
0.00
$
2,550.00
$35,45
0.00
$
15,420.0
0
Direct materials
$
0.55
$
0.65
$
0.90
300
0
$32,90
0.00
$
5,100.00
$38,00
0.00
$
30,840.0
0
Salary to direct staffs
$
0.75
$
0.35
$
0.55
450
0
$32,90
0.00
$
7,650.00
$40,55
0.00
$
46,260.0
0
Electricity
$
0.25
$
0.30
$
0.40
600
0
$32,90
0.00
$
10,200.0
0
$43,10
0.00
$
61,680.0
0
Telephone and internet $ $ $ 750 $ $45,65 $

22UBER MARKETING PLAN
0.15 0.20 0.25 0
$32,90
0.00
12,750.0
0 0.00
77,100.0
0
Total variable costs
per unit
$
1.70
$
1.50
$
2.10
900
0
$32,90
0.00
$
15,300.0
0
$48,20
0.00
$
92,520.0
0
Contribution margin
per unit
$
8.58
$
9.40
$
9.35
105
00
$32,90
0.00
$
17,850.0
0
$50,75
0.00
$
107,940.
00
Fixed costs:
125
00
$32,90
0.00
$
21,250.0
0
$54,15
0.00
$
128,500.
00
Salary to support staffs
$25,00
0.00
$
25,000.0
0
$
25,000.
00
140
00
$32,90
0.00
$
23,800.0
0
$56,70
0.00
$
143,920.
00
Rent
$
3,000.0
0
$
3,000.00
$
3,000.0
0
Depreciation on
equipment
$
3,500.0
0
$
4,200.00
$
4,800.0
0
Depreciation on $ $ $ $-
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
$160,000.00
Break-Even Analysis (Year 1)
Total cost
Sales
Break-even (in units) 9,014
Break-even (in $) 46,420.55$

23UBER MARKETING PLAN
furniture and fixture
1,400.0
0 1,600.00
1,750.0
0
Total fixed costs
$32,90
0.00
$
33,800.0
0
$
34,550.
00
Contribution margin
ratio 83% 86% 82%
Break-even (in units)
3
,834
3
,596 3,695
Break-even (in $)
$39,41
8.65
$
39,193.6
2
$
42,309.
89
Units Fixed Variabl Total Sales

24UBER MARKETING PLAN
cost e cost cost
0
$42,30
9.89
$
-
$
42,309.
89
$
-
1500
$42,30
9.89
$
3,150.00
$
45,459.
89
$
17,175.0
0
3000
$42,30
9.89
$
6,300.00
$
48,609.
89
$
34,350.0
0
4500
$42,30
9.89
$
9,450.00
$
51,759.
89
$
51,525.0
0
6000
$42,30
9.89
$
12,600.0
0
$
54,909.
89
$
68,700.0
0
7500
$42,30
9.89
$
15,750.0
0
$
58,059.
89
$
85,875.0
0
Uni
ts
Fixed
cost
Variabl
e cost
Total
cost Sales
9000
$42,30
$
18,900.0
$
61,209.
$
103,050.
0
$39,19
$
-
$39,19
3.62
$
-

25UBER MARKETING PLAN
9.89 0 89 00 3.62
10500
$42,30
9.89
$
22,050.0
0
$
64,359.
89
$
120,225.
00
150
0
$39,19
3.62
$
2,250.00
$41,44
3.62
$
16,350.0
0
12500
$42,30
9.89
$
26,250.0
0
$
68,559.
89
$
143,125.
00
300
0
$39,19
3.62
$
4,500.00
$43,69
3.62
$
32,700.0
0
14000
$42,30
9.89
$
29,400.0
0
$
71,709.
89
$
160,300.
00
450
0
$39,19
3.62
$
6,750.00
$45,94
3.62
$
49,050.0
0
600
0
$39,19
3.62
$
9,000.00
$48,19
3.62
$
65,400.0
0
750
0
$39,19
3.62
$
11,250.0
0
$50,44
3.62
$
81,750.0
0
900
0
$39,19
3.62
$
13,500.0
0
$52,69
3.62
$
98,100.0
0
105
00 $39,19
$
15,750.0
$54,94
3.62
$
114,450.
0
1500
3000
4500
6000
7500
9000
10500
12500
14000
$-
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
$160,000.00
$180,000.00
Break-Even Analysis (Year 3)
Total cost
Sales
Break-even (in units) 8,226
Break-even (in $) 49,357.14$

26UBER MARKETING PLAN
3.62 0 00
125
00
$39,19
3.62
$
18,750.0
0
$57,94
3.62
$
136,250.
00
140
00
$39,19
3.62
$
21,000.0
0
$60,19
3.62
$
152,600.
00
0
1500
3000
4500
6000
7500
9000
10500
12500
14000
$-
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
$160,000.00
$180,000.00
Break-Even Analysis (Year 2)
Total cost
Sales
Break-even (in units) 7,860
Break-even (in $) 44,018.60$

27UBER MARKETING PLAN
Appendix 2: Sales Forecast
Sales Forecasting for 1st Year:-
Prod
ucts
Price
per
kilome
ter
1st month - 4th
month
5th month - 8th
month
9th month - 12th
month
Total
Annual
RevenueAverage
number
of
customer
s
Reven
ue
Average
number
of
customer
s
Reven
ue
Average
number
of
custome
rs
Reven
ue
Uber
Go
$
14.00 225
$
3,150.
00 375
$
5,250.
00 750
$10,5
00.00
$
18,900.00
Uber
X
$
16.00 210
$
3,360.
00 350
$
5,600.
00 700
$11,2
00.00
$
20,160.00
Pool
$
5.00 400
$
2,000.
00 800
$
4,000.
00 1,300
$
6,500.
00
$
12,500.00
Rent
al
$
13.00 200
$
2,600.
00 310
$
4,030.
00 650
$
8,450.
00
$
15,080.00
Moto
r
$
3.40 550
$
1,870.
00 700
$
2,380.
00 900
$
3,060.
00
$
7,310.00
Tota
l 1,585
$12,9
80.00 2,535
$21,2
60.00
$39,7
10.00
$
73,950.00
Sales Forecasting for 2nd Year:-
Prod
ucts
Price
per
kilome
ter
1st month - 4th
month
5th month - 8th
month
9th month - 12th
month
Total
Annual
RevenueAverage
number
of
customer
s
Reven
ue
Average
number
of
customer
s
Reven
ue
Average
number
of
custome
rs
Reven
ue
Uber
Go
$
14.50 240
$
3,480.
00 400
$
5,800.
00 800
$11,6
00.00
$
20,880.00
Uber
X
$
17.00 225
$
3,825.
00 375
$
6,375.
00 750
$12,7
50.00
$
22,950.00

28UBER MARKETING PLAN
Pool
$
5.50 430
$
2,365.
00 850
$
4,675.
00 1,350
$
7,425.
00
$
14,465.00
Rent
al
$
13.50 230
$
3,105.
00 330
$
4,455.
00 700
$
9,450.
00
$
17,010.00
Moto
r
$
4.00 600
$
2,400.
00 720
$
2,880.
00 950
$
3,800.
00
$
9,080.00
Tota
l 1,725
$15,1
75.00 2,675
$24,1
85.00
$45,0
25.00
$
84,385.00
Sales Forecasting for 3rd Year:-
Prod
ucts
Price
per
kilome
ter
1st month - 4th
month
5th month - 8th
month
9th month - 12th
month
Total
Annual
RevenueAverage
number
of
customer
s
Reven
ue
Average
number
of
customer
s
Reven
ue
Average
number
of
custome
rs
Reven
ue
Uber
Go
$
15.00 250
$
3,750.
00 450
$
6,750.
00 850
$12,7
50.00
$
23,250.00
Uber
X
$
17.50 245
$
4,287.
50 400
$
7,000.
00 800
$14,0
00.00
$
25,287.50
Pool
$
6.00 450
$
2,700.
00 875
$
5,250.
00 1,400
$
8,400.
00
$
16,350.00
Rent
al
$
14.00 250
$
3,500.
00 350
$
4,900.
00 750
$10,5
00.00
$
18,900.00
Moto
r
$
4.75 700
$
3,325.
00 750
$
3,562.
50 1,000
$
4,750.
00
$
11,637.50
Tota
l 1,895
$17,5
62.50 2,825
$27,4
62.50
$50,4
00.00
$
95,425.00
Appendix 3: Expense Forecast

29UBER MARKETING PLAN
Category Year 1 Year 2 Year 3
Variable costs:
Direct materials (8% of revenue) $ 5,916.00 $ 6,750.80 $ 7,634.00
Salary to direct staffs (10% of revenue) $ 7,395.00 $ 8,438.50 $ 9,542.50
Electricity $ 5,000.00 $ 7,500.00 $ 8,600.00
Telephone and internet $ 1,000.00 $ 1,200.00 $ 1,500.00
Total variable costs $19,311.00 $23,889.30 $27,276.50
Fixed costs:
Salary to support staffs $25,000.00 $25,000.00 $25,000.00
Rent $ 3,000.00 $ 3,000.00 $ 3,000.00
Depreciation on equipment (10%) $ 3,500.00 $ 4,200.00 $ 4,800.00
Depreciation on furniture and fixture (5%) $ 1,400.00 $ 1,600.00 $ 1,750.00
Total fixed costs $31,500.00 $32,200.00 $32,800.00
Total costs $50,811.00 $56,089.30 $60,076.50