Q1. What are the factors which motivate drivers to drive on Uber platform?

Ans1. As per market research, the number of drivers driving on both Uber and Ola platform is very
high. When the driver shifts to Ola platform, he becomes unavailable to the Uber customer resulting
in a lost customer and profits (and vice versa). Therefore it becomes important to ensure that driver
remains committed to Uber platform at every point of time.
Uber drivers are not permanent employees of Uber. It therefore gives no intrinsic motivation or
personal likeliness for the drivers to remain loyal to Uber. So a few steps must be taken to make driver
feel that he is an important asset of Uber (if not a permanent employee).
Current Scenario:
Drivers motivation is calculated by money (which is also being done by Ola in the form of slab based
incentives). So what is happening is that both Uber and Ola are trying to lure that driver just on the
account of money and burning its cash (as driver is still switching between both platforms inspite of
giving money)
Proposed Scenario:
Developing a feeling in the driver that he is a part of this organisation. An Uber initiative campaign
called Aapka Saath for the Uber committed drivers which include:
1. Easy Driver personal loans for the drivers (*T&C: minimum months served for Uber)
2. Health Insurance for driver and his family. (*T&C: minimum months served for Uber)
3. Making the driver visit Uber Office, meet its employees and show how employees work there.
(For all drivers)
4. Uber goodies in the form of t-shirts (UD-Uber Driver) and souvenirs (which can be put on car's
dashboard) which develops a personal likeliness for Uber. (For all drivers)
5. Teaching programs for children of Uber drivers. (For all drivers)
6. Best Driver Award for each month in each city to create a competition among its drivers to
perform better than others to get recognition in the city.
I believe that these factors can still influence a driver way more even if Uber comparatively lower its
incentives to the drivers in the form of direct money. A happy Uber driver means the customer he
serves goes happy and returns to Uber, so a complete win-win situation for Uber.
Q2. How to manage the lifecycle of a partner who joins Uber through to his first 100 trips?
Ans2. After a driver joins Uber, it becomes a responsibility of Uber to ensure that the driver earns well
on its platform and treat him as its source of bringing money from its app customers.
As was mentioned in the first answer, the first thing that needs to be done after hiring is create a
sense of pride/dignity of being an Uber Driver. Policies to be created that ensure a driver remains
engaged with Uber.
Till the driver reaches his first milestone of 100 rides:
1. Focus on giving comparatively more customers requests to the new drivers to boost their morale
and develop a feeling that Uber is a profitable platform for them.
2. Just like permanent employees have induction/training programmes, organise training programs
for drivers to educate them about Uber culture, vision and mission. (~approx 100/10 = 10 days
training)
3. Uber merchandise (t-shirts/goodies) to the new drivers.
4. Give a complete scorecard to the driver based on his performance after completing the first 100
rides (login hours, customers served, dry run etc)
5. Intra-state billboards/hoardings to display the images of the local drivers to boost drivers morale
and loyalty for Uber platform.

Q3. What would be the communication plan for the program?

Ans3. The communication plan for the program will be:
1. Direct communication through Single Point of Contact in each city dedicated for this program.
2. Information about program on the Uber mobile app.
3. Calls from the Uber Helpline desk (for drivers) to educate / inform them about this program for
drivers.
4. Inviting drivers in batches with any 2 of their families in regional Uber Offices to tell them about
the benefit of this program.
5. Flash mob by Uber officials for the drivers for educating and intimating them about the campaign.
Q4. What budget/ resources you will need for this program?
Ans4. For this program/campaign, we would require:
Program Features

Investment

Resources

Personal Loans

Tie ups with commercial banks

Health Insurance

Tie ups with insurance agencies

Visit @ Uber Offices

Negligible

Uber employees

Teaching Programs

Negligible

Uber employees

Driver Awards

Negligible

Merchandise

50,000-75,000

No
Goodies ,
Souvenirs

Billboard/Hoardings

No additional cost

No

*Only replace the few existing hoardings with hoardings displaying images of the drivers.
*Driver Awards in terms of badges / cash money (Rs 5000)
Q5. How to measure the effectiveness of the program?
Ans5. The whole idea of this campaign is to ensure that drivers are committed to the Uber platform.
The effectiveness of this campaign can be measured by:
1. The increase in the average number of login hours by the drivers on the Uber platform.
2. The increase in the average number of rides taken by the driver on the Uber platform.
3. The number of new drivers joined on the Uber platform after learning about this program.
4. The increase in the average ratings for the Uber existing drivers by the customers.
5. The decrease in the number of rides taken on competitor platform (more drivers on Uber = less
rides on competitor platform).
Based on these Key Performance metrics, the success of Aapka Saath can be measured.