Introducing
Your new presentation assistant.
Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.
Trending searches
59
Competitive Growth strategy - Andes Region, Colombia (12 months) DAVID SPAGGIAR P.
SALES ORGANIZATION
LATAM
UBER EATS LATAM STRUCTURE
This 12 month-year strategy growth will be focus on one region and country (Andes – Colombia) for exercise purposes, however the rest of the regions will have there own market strategy.
LATAM will be manage by territory and each territory will have its own KAM with there own sells rep by region. This way we will have better market penetration in each region.
Nothing inspires performance like competition, therefore if we have multiple sells reps and they know there performances, they we will likely to have a high success.
High Performance sales organization
As we are dealing with emerging markets, each country managers needs to act as marketing, PR and Government relations spear.
This country manager will be our top sales persons, brand spokesperson and inspiration to employees and will be the number one problem solver.
VALUES
VALUES
Before having a clear KPIs I would start having clear values inside my management team and how people will act and think in each decision making situation.
1
BE TRANSPARENT
2
Always prioritize.
3
Make things happen
4
Take measured risks
KPIs for success
KPIs
Having a clear PIPELINE will give us the ability to growth with great methodology and a fast phase.
KEY AREAS
Who Will Help You?
CULTURE ACCOUNT MGMT
To make eating well effortless a any time for anyone… This mission statement from Uber Eats web site will be implemented in all employees way of act. If all of us have this statement clear, we will reach our goal at the same time.
culture account management
GO TO CUSTOMER STRATEGY
GO TO MARKET STRATEGY
SMB Expansion strategy
Increasing customer retention rate by just 5% increase profits by 25% to 95%.
Nowadays the market has change, before we use to have one favorite restaurant, now the client is less loyal to a brand or service. For that reason we need to talk and communicate to the customer and not anymore to the market.
keep it simple & growth fast
Currently on the EMEA territory Uber Eats partner with more that 16,000 restaurants and growth in orders are 450% in the last 12 months. With great numbers and a focus on a go to customer strategy, the expansion in Latin America will be as successful as the EMEA or even better as the numbers show.
As I learned in life a good plan today is better that a perfect plan tomorrow, that is why every decision will be made focus on the CUSTOMER and RISK, by having this two components we will minimize risk and maximize growth.
My team will focus on the following growth initiatives.
- Expansion/retention of existing customers
- Serving new market and customers
- Operational efficiencies to scale for growth
- Introducing new products and capabilities
- Growing Sales force or expanding sales channels
- Investing in Talent, Training & Technology
how?
- With a restaurant market of 382MM in revenue over Latin America, is a matter of getting new leads to be able to offer them the best food delivery service.
- Focusing on the customers will give us the potential and lead to manage our delivery and restaurants partners.
- Social Media and Artificial intelligence will be the main channels for expansion strategy
GEO EXPANSION STRATEGY
EARLY LIFE CYCLE TERRITORIES
restaurant expansion strategy
- Initially enter into early life cycles and emerging markets to growth with local partnets. However at the same time manage the big cities and developed markets. (Colombia, Guatemala, Mexico, Brazil)
- Deeply Market Research.
- 2019 forecast of market penetration is 11%, with this forecast and a clear pipeline of each territory we will be the leaders on food services.
- Prioritization will be apply to each country and cities strategies.
- Marketing investment will be towards the customer and not the market.
- Each dollar spent will be count on the revenue side. Having a clear budget will give us the strength to make wise decisions.
Connecting
Clients and Partners
PARTNERSHIP STRATEGY
- LOCAL – POTENTIAL GROWTH
The continues increase of new restaurants has growth rapidly over the last 5 years.
- FRANCHISES – RETAIN CUSTOMERS
Maintaining clients and growth will help to retain our customers.
- GLOBAL BRANDS – DRIVE CUSTOMERS USAGE, SATISFACTION AND GROWTH.
Retain and show them how a partner like UBER EATS will make them keep growing.
How to make restaurants highly engagement?
MAXIMIZE RESTAURANT ENGAGEMENT
- Involving our partners in our growth will give us the answer we are looking in each city/territory.
- Deliver and find what the market of the restaurants needs.
- Empower employees will do something good for the company even when they not asked for.
- Do more for the company for what is expected.
- Provide them with great data to manage they own customer.
OUR PARTNERS WILL BE HIGHLY ENGAGED BY:
Inspire: Connect each restaurant to our mission and make sure they follow the same path
Inform: provide the information they need and know what are the priorities.
Instruct: Enough training to make the APP very useful - COACHING.
Involve: get restaurants part of the decision making to be able to have the first feed back hand.
Incentive: Rewards system to growth as the same phase of the restaurant market does
How would you position Uber Eats restaurant partners to differentiate from competition?
how to position UBER EATS & differentiate
- Generate New experiences.
- UBER EATS Alta Gastronomia.
- As we know the are thousand of restaurants that are not able to deliver food due to there high cousin. My idea is to present the project of UBER EATS Alta Gastronomia where the restaurant comes to your house. The idea is to partner with the most premium restaurant in each city, giving UBER EATS the mobility and be able to provide a different food services.
- Breaking down barriers
- UBER & UBER EATs in one APP will increase conversion rates instead of having two different apps.
- Lead time reduction on delivery
- Be able to achieve or improve London fasten delivery time of 23 minutes average.
- Artificial intelligence.
- Is not a matter of having tons of restaurants choices, is a matter of giving the client what they likes (data management)
Working in a large matrix organization
large matrix organization
- Managing stakeholders will be according to the following key improvement areas.
- PLAN
- MAINTAIN ETHICAL STANDARDS
- CROSS-ORGANIZATIONAL TEAM
- Is not only enough to do things well, is a matter of recognizing each team values to advise any risk on a decision making daily basis.
CALL TO ACTIONS
call to actions
- As restaurants trends go up, 2019 is looking to be much like 2018, in terms of industry growth and financial forecast. The market shows a consumer price index that stays strong and growing.
- Currently Uber Eats operates in 11 cities in south America, and if we go deeper only 5 cities on the Andes Regions has access to Uber Eats. With the previous forecast please find below our one year call to action in terms of the Andes region.
35 CITIES
Currently with only 5 cities with presence of Uber Eats, my team goal is to finish 2019 with presence of Uber Eats in 35 cities thru-out the Andes Region. Being Colombia the most attractive country in the region for growth. Initially below are the cities to start our full deployment.
Colombia:
Barranquilla , Medellin, Cali, Bogota Cartagena, Cucuta, Bucaramanga, Pereira, Armenia, Manizales, Santa Marta, Ibague, Rio Negro, Neiva, Villavicencio, Soacha, Valledupar,Monteria, Barrancabermeja, Pasto, Monteria
Peru:
Lima – Arequipa, Trujillo, Chiclayo, Iquitos, Piura, Cusco, Chimbote, .
Bolivia
Santa Cruz de la Sierra, El Alto, La Paz,
Ecuador
Guayaquil, Quito, Cuenca.
Lifemiles
In the next 12 months, Uber Eats will partner with Lifemiles which is the biggest airline rewards program in Latin America. With this partnership we will offer Uber Eats users the benefit of accumulate and redeem miles.
FOOD FESTIVALS
festivals
Uber Eats will be present on the most representative food events of each city, and if the city doesn't have one, Uber Eats will be able to generate a FOOD FAIR partnering with all the city restaurants, giving awareness and lead generation opportunities.
be part of the change
Uber Eats will be involved in different social campaigns on the Andes Region.
Currently we haven countries from 25% to 45% of the population in poverty. For this reason Uber Eats will partner with restaurants to make a good will campaing.
Emotional marketing is great to build good reputation and awearness.
Be part of the change
Future Vision of Uber Eats
THE FUTURE
In 2022 with a forecast market of 35.2 million users, UBER EATS will be the number one APP in food services with the shortest delivery time service.
... & I WOULD LIKE TO BE PART OF THIS FUTURE.
REFERENCES
REFERENCES
- https://www.linkedin.com/pulse/ubers-global-expansion-strategy-think-local-expand-work-manangi/
- https://www.statista.com/industry-reports#filter=restaurants®ion=1
- https://www.statista.com/topics/3287/latin-america/
- https://www.statista.com/industry-reports#filter=restaurants®ion=1
- https://www.statista.com/outlook/253/103/food-beverages/south-america#market-globalRevenue
- https://www.rewardsnetwork.com/blog/2018-restaurant-trends-industry/
- http://www.chinagoabroad.com/en/article/the-10-biggest-latin-america-market-entry-blunders
- https://www.uber.com/es-CO/newsroom/media-assets/
- https://www.ubereats.com/en-US/