Report on Innovation and Commercialisation Strategies for Uber Eats

This report examines the innovation and commercialisation strategies of Uber Eats, focusing on its vision, leadership, and how these factors shape its approach to the market. It delves into the importance of innovation versus invention, the role of teamwork and culture, and the application of the 4 Ps of innovation (product, process, position, and paradigm) and the innovation funnel in shaping ideas. The report further explores frugal innovation, providing examples relevant to Uber Eats' operations in different markets, and the application of commercial funnels and new product development processes. Finally, it includes a business case for innovation at Uber Eats and discusses knowledge management and intellectual property protection tools. The report aims to provide a comprehensive analysis of Uber Eats' strategies for innovation and commercialisation within the food delivery industry.

Innovation and
commercialisation

Table of Contents
INTRODUCTION...........................................................................................................................1
L01...................................................................................................................................................1
1. Innovation and its importance to Uber eats in comparison with invention........................1
2. Description of how Uber eats vision,.................................................................................2
leadership, culture and teamwork help to shape innovation and commercialization............2
L02...................................................................................................................................................3
3. 4 P's of innovation and use of innovation funnel in shaping innovative ideas...................3
4. Explaining developments in frugal.....................................................................................5
innovation and its example....................................................................................................5
L03...................................................................................................................................................5
5. Importance of commercial funnel and the application of new product development
processing for commercialization of innovation....................................................................5
6. Innovation business case for Uber eats, including ways to access funding.......................6
LO4..................................................................................................................................................7
7. Evaluating the different tools that......................................................................................7
Uber eats can use to develop, retain......................................................................................7
and protect knowledge and intellectual.................................................................................7
property..................................................................................................................................7
Conclusion.......................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Innovation means process of bringing a new idea into a god or services so that it can add
value to them. It helps in increasing organizational value and sales of the company.
Commercialisation is the process of brining all the innovation and invention together in order to
bring a new product in the market. In this present report, Uber eats is chosen for assessment.
Uber eats is an online food delivery company in United Kingdom. This present report will focus
on Innovation and its importance to Uber eats in comparison with invention. In addition to this,
4 P's of innovation and use of innovation funnel in shaping innovative ideas will be described in
brief. Furthermore, Importance of commercial funnel and the application of new product
development processing for commercialization of innovation will also be covered.
L01
1. Innovation and its importance to Uber eats in comparison with invention.
In a business organization, Innovation means changing the process or brining more
efficient and effective process to run a business. It means to bring something new by launching a
complete new product or by brining a change in the existing product or service. Innovation helps
in changing the existing process and products for customers.
Innovation refers to the procedure of converting an idea or invention into a good or service that
develops value or for which customers will pay.
Invention refers to a unique or novel method, device, mixture or procedure. The invention is a
process within an overall engineering and product development process.
Importance of Innovation in comparison to invention in case of Uber eats
Innovation is to bring something new by launching new products and services or making
a change in the existing product or service (Rangus and Slavec, 2017). Uber eats is a food
delivery company in United Kingdom. In this competitive market every company needs to come
up with something new and innovative. Invention is all about a new idea, new product or change
in the process of giving services by brining something different to gain the advantages in
competitive world. Whereas, Invention is brining the competitive advantage in to action.
Organisation which are coming up with something new and changing its process by using
advance technology are more successful. As every person likes to have something different and
new from others that is the reason behind success of innovative companies. In case of Uber eats,
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company is focusing on brining new services so that people can use their services for ordering
food. Being innovative has increased the value of company to a great extent in last one year.
Innovation always have more importance than invention. As no invention is possible without
innovation, but both helps in covering a large area of market and in earning competitive
advantage.
2. Description of how Uber eats vision, leadership, culture and teamwork help to shape
innovation and commercialisation.
Innovation is all about bringing a new idea and main aim behind innovation is to capture
maximum possible market. By brining a change In the product and services an organisation can
expand its share of market and achieve its goals and objectives. Commercialisation is the process
of brining all the innovation and invention together in order to bring a new product in the market.
Vision: “Creating the future of food delivery takes empathy, innovation, and an appetite for
complex logistical challenges”
Team work: In case of Uber eats, company focuses on team work more than it believes
that when people work together they can bring more results and output. Team work In a
company helps in sharing ideas, thoughts and skills. This helps in bringing something due to
sharing and adaptation of ideas. Innovation in an organisation can only be possible when every
member comes together as a team and share their new ideas and thoughts. So team work always
helps in brining innovation and commercialisation in company. Uber eats is also following the
strategy of teamwork where all its employees are working together to launch new ideas and
strategies by way of changing their service procedures.
Culture: Organisational culture is all about the value and norms of a company and the
process of working that is to be followed by employees of the organisation. Culture of an
organisation differs according the countries as it is being shaped as per the values of the nation as
well. Because every country have their own rules and laws, so one thing that is valid for one can
be void for the other. Cultural difference has affected innovation and commercialisation to a
great extent. Like Uber eats has to make changes in its policies and bring innovation as per the
culture of the country. Taste and preference of people must be considered before adopting any
new idea in process (Loon and Chik, 2018). Commercialisation is all about brining all the
innovation and invention together in order to bring a new product in the market. Thus, it can be
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done only after knowing the culture and it products and services should be launched accordingly.
So, culture affects a lot to the process of innovation and commercialisation.
Leadership: It is a process of arranging and organizing a organisation as per the goals
and objectives of the company. Leader of the company guides and motivates all the employees of
the establishment (Curedale, 2018). There are various types of leadership theories and every
company adopts different leadership theory to in order to run their organisation in a proper
direction. Uber eats follows autocratic leadership style in which all control is in the hands of
leader and they only takes all the decisions. This theory helps in brining innovation fast as
decision power remain in the hand of one person. This results in fast working and clear chain of
command bring the new ideas and processes more fast and clearly.
All the above factors helps in shaping innovation and commercialisation in Uber east to a
great extent.
L02
3. 4 P's of innovation and use of innovation funnel in shaping innovative ideas
As explained above innovation is all about creating new idea and new services or product
in order to earn organisational objectives. Innovation mix is used by companies by bringing the 4
P's in to use. This innovation mix includes 4 P's which are introduced by John Bessant. Below
all the 4 P's are explained in brief.
Product: It is the main component of every company. An organisation runs to produce
the best product and sale it to customers in order to earn profits. This is something that adds
value to the company. So establishment should always bring innovation and new creativity in
their products so that they can launch it and attract customers. In case of Uber eats, it is focusing
on brining new services such that it can add value to the company (Foss and Saebi, 2017). It is
the most important part to bring innovation in to process. Uber east should come with such
innovative services that it can achieve its targets.
Process: It is more important part of Uber east as the company deliverers food to its
customers. Uber east should focus on its process system more by bringing advancement and
innovation in it. Delivery of food must be in the shortest possible time so that it will satisfy
customers. Uber east should focus on its delivery process so that it can grow more and give a
tough competition to others companies (4 P's of innovation, 2018).
3

Position: It is the ultimate goal of the company to bring achieve a targeted position. In
order to earn that position company bring innovation in its process, products and services. Every
organisation makes all the efforts in order to attain a position in the market. Uber east wants to
achieve that position by adopting more innovative techniques in its delivery process. Uber east
has even earned higher position and gave tough competition to other companies in recent years.
Paradigm: It is a specific category of innovation which deals by way that something new
has been brought in the company. This new change must be planned completely before brining it
into actions. Uber eats has to plan the changing situations and in order to accomplish it
companies has gone through many ups and downs. Like many challenges will arise while
planning the process and executing it. This will be done after considering everything in detail.
Innovation funnel of Uber eats: It is a process where new ideas are developed and that are
decided after considering the goals and objectives of the company. Needs and wants of
customers are also kept in mind while developing an idea (Hroncová Vicianová and et.al., 2017).
After the idea is being developed it goes through a funnel where it gets processed. Uber eats
follows this procedure in the following way.
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Illustration 1: 4 P's of innovation
(Source: 4 P's of innovation. 2018)

The first step of innovation funnel is to collect the information and it is being tested that
how much the idea gets fitted as per the needs of customers. After this, the process of screening
comes where the best idea among all is selected. Then the question arises that which idea
supports more while company will face troubles and is that idea supports opportunities or not.
After this entire process final idea is being selected and put in to action.
4. Explaining developments in frugal innovation and its examples
Frugal innovation is a design of innovation process where the products and services are
being prepared by reducing cost of good and production. Non useful features from a product are
being removed under this process so that it reduces cost of the company without affecting quality
of goods and services. Even in less resources company produces goods, this scarcity can be in
any term weather financial, material or institutional. These strains are than turned in to new ideas
and used to capture market. This frugal innovation are used by many companies in order to
capture lower level of market where people have low purchasing power. Frugal innovation helps
in selling products and services at lower prices. In case of Uber eats, if the company will plan to
bring frugal innovations than it should consider all the factors and must carry a critical analysis
on the same.
Example of frugal innovation: Uber eats always comes up with different ideas for its
customers of United Kingdom and Nepal. It is a process of frugal innovation as consumers of
different countries have different taste and preferences (Huang, Farrukh and Shi, 2018). Like
people of UK have more knowledge about technology and innovation so Uber eats has made
business by adding complex features to it. Whereas, Nepal is a developing country where people
do not have high purchasing power. That is the reason Uber eats has launched simple smart food
delivery services with fewer features without compromising on quality. This is a process of
frugal innovation which is best for the business of company. As by this it can lower down the
cost of its product and allow organisation to launch its product at lower prices which helps in
capturing more market. This frugal innovation are used by many companies in order to capture
lower level of market where people have low purchasing power. Frugal innovation will help in
selling products and services at lower prices.
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L 03
5. Importance of commercial funnel and the application of new product development processing
for commercialization of innovation.
Commercial funnel is also known as purchase funnel in which entire journey of a
consumer is being determined towards the purchase of a product or service. There are five stages
in which the entire sales funnel system operates. All the stages are known as a phase and there
are many phases in a company. It depends on the size and number of products and services of
organisation.
Importance of Commercial funnel
Commercial funnel helps in brining more customers to the organisation. This sales funnel
sets a process in which potential customers are turned in to long term consumers of the company.
Uber eats follows this process by which it is making people their long term customers. It helps in
the overall growth of the company and Uber eats has increased it sales along with the same sales
funnel. To earn returns on investment in online business it is really important to execute sales
funnel. As through it any company can hack its growth that where it is standing today and helps
in increasing the revenue of organisation.
New product development processing for commercialisation: In order to develop a new
product there are certain steps which are required to be followed. The following steps are:
Generating: The first and most basic step is to generate a new idea for development of product
and services.
Screening the idea: After generating the idea it is required to be decided that which idea is best
among all the generated ides. As there are very few ideas which are good and are chose as per
the aims of the person.
Concept development and testing: All the ideas that are passed will be now tasted that they
fulfil the purpose or not.
Business analytics: The business new have to cine up with the final concept that is required to
be developed in to a product.
Product development: After considering all the strategies, new product concept will be
transformed in to a product.
Test marketing: This development stage of new product development results in building up of a
prototype or a limited production model.
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Commercialisation: The entire marketing mix will be now used for developing decision
regarding new product.
Introduction: This is the last final stage of introducing the new product in the market.
6. Innovation business case for Uber eats, including ways to access funding
In order to raise the sale of the company Uber eats can come up with any innovative idea
which can help the organisation in achieving its targeted sales. Uber east is planning to specify
timing of delivery of foods. Like Domino's have the specific delivery time of 30 mins. This is an
new process that is being planned by the company. It will help in attracting many consumers as
everyone fast delivery services. It is a process where new ideas are developed and that are
decided after considering the goals and objectives of the company. Needs and wants of
customers are also kept in mind while developing this idea of fast delivery services within fix
time.
The first step of innovation funnel is to collect the information and it is being tested that
how much the idea gets fitted as per the needs of customers. After this, the process of screening
comes where the best idea among all is selected. Then the question arises that which idea
supports more while company will face troubles and is that idea supports opportunities or not.
After this entire process final idea is being selected and put in to action. It will increase the sales
of the company because people like to order more from such application and websites which has
fix delivery time process.
To launch this added feature, Uber eats has to make advertising for the same. As
advertising helps in letting people know about the new idea and extra service of the company. So
it will attract large number of people and helps in overall growth of the business. This will also
give a tough competition to its competitors. As there are very fewer companies which are
offering this additional service of delivering food in specific and define time period.
To implement this business idea, Uber eats needs to plan the entire budget and should access the
sources of funding.
Estimated expenses of the company
Types of expenses Cost
Advertising expenses $6000
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Marketing expenses $5000
Labour charges $4500
Operation expenditure $2000
Management expenses $2500
Total $20000
Different ways to access the funding
Uber eats can raise funds from so many sources to implement the new business case. Some ideas
are defined below.
Venture capitalist: These are those investors who invest and make funding specially to start
ups. Even Uber eats is a part of the big company Uber but it has started two years before only. So
it is a start up which can raise fund from venture capitalist.
Crowd funding: It is a new way of funding a new business plan or raising funds for
implementing and brining something new. Here anyone can contribute towards the business plan
in which they feel like trusting. Business man has to give a detail description about the business
plan on online platform and if people like the idea they find it successful than they will make
investment in the company.
So above are two easiest ways through which Uber eats can raise funds for the new business
idea. It will help the company in earning growth and increasing sales of the company.
LO4
7. Evaluating the different tools that Uber eats can use to develop, retain and protect knowledge
and intellectual property.
There are three basic tools which can be used by the company to protect knowledge and
intellectual properties. Those tools are described in brief as under.
Trademark: It is a unique word that is being used to represent business or its products and
services. That word or symbol can not be used by any other company or organisation.
Trademarks never gets end and are used forever by company till its get dissolved (Costantini,
Crespi and Palma, 2017). Uber east also has their own trademark which protect the company
from every fraud and give its own rights to run the business. Trademark of company is such that
it defines the business just by watching the trademark symbol or its name.
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Patents: Patents is given to those who has their own invention and they can keep it for a period
of 20 years from the date of application. It gives the right to investor that it can exclude to all the
other people from making selling and using the invention. On brining any invention Uber eats
can also use this patent rights. It will help the company in retaining the invention up to them
only.
Copyrights: It is a right to copy which is given to the real owner to copy their work. It helps the
owner to make money from their creativity by giving copyrights they can sale it to others. With
copyright work can only be copied and that too only by the permission of the owner.
Uber eats can protect its data from using by data protection and giving training to its
employees regarding the same. Every person working fir the organisation should know that data
if company can only be used for legal works (Reichardt, Rogge and Negro, 2017). Company
should also take some special protection for its employees as well. To protect the personal data
of the company, organisation should take some legal steps so that no one can share their data
outside the company.
Conclusion
From the above report it has been concluded that, Uber eats is a food based company
which has a good image and goodwill in the online service sector. Company can bring
Innovation so that something new can be launched. Innovation helps in increasing the growth
and profits of the organisation. In addition to this, Uber eats is brining frugal innovation so that it
can reduce its prices. Frugal innovation is a design of innovation process where the products and
services are being prepared by reducing cost of good and production. Furthermore, 4 P's of
innovation has been discussed which helps in implementation of innovative ideas and thoughts.
Recommendation
Uber eats should concentrate more on developing its business across the world. Different
strategies should be prepared for covering market at large. In addition to this, organisation should
focus more on best quality services in order to increase its sale and growth.
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REFERENCES
Books and journals
Rangus, K. and Slavec, A., 2017. The interplay of decentralization, employee involvement and
absorptive capacity on firms' innovation and business performance. Technological
Forecasting and Social Change, 120, pp.195-203.
Loon, M. and Chik, R., 2018. Efficiency-centered, innovation-enabling business models of high
tech SMEs: Evidence from Hong Kong. Asia Pacific Journal of Management, pp.1-25.
Foss, N.J. and Saebi, T., 2017. Fifteen years of research on business model innovation: How far
have we come, and where should we go?. Journal of Management, 43(1), pp.200-227.
Curedale, R., 2018. Design Thinking: Process & Methods Guide. Design Community College
Incorporated.
Hroncová Vicianová, J. and et.al., 2017. Developing eco-innovation in business practice in
Slovakia. Journal of Business Economics and Management, 18(5), pp.1042-1061.
Huang, Z., Farrukh, C. and Shi, Y., 2018. Commercialisation journey in business ecosystem:
From academy to market. In Entrepreneurial, Innovative and Sustainable Ecosystems (pp.
129-148). Springer, Cham.
Costantini, V., Crespi, F. and Palma, A., 2017. Characterizing the policy mix and its impact on
eco-innovation: A patent analysis of energy-efficient technologies. Research Policy, 46(4),
pp.799-819.
Reichardt, K., Rogge, K.S. and Negro, S.O., 2017. Unpacking policy processes for addressing
systemic problems in technological innovation systems: The case of offshore wind in
Germany. Renewable and Sustainable Energy Reviews, 80, pp.1217-1226.
Online:
4 P's of innovation. 2018. [Online] Accessed through.
<https://www.collectivecampus.com.au/blog/the-4-ps-of-innovation-and-
entrepreneurship>.
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