Uber Strategy Call: Go or No-Go on a San Francisco to South Bay Shuttle

You are a product manager. The question on the table: should Uber invest in building a shuttle service that runs between San Francisco and the South Bay? Give a recommendation and defend it. ```hint Why this route Ask why the question names this particular route rather than shuttles in general, and how what Uber learns here could carry over to the many other cities where it already operates. ``` ### Clarifying Questions - Does "work on" mean launching a new shuttle product, or extending something Uber already offers, such as shared rides? - Who is the shuttle for: daily commuters, airport travelers, event-goers, or employers buying rides for their staff? - What would success mean for Uber: profit on the route itself, new riders, more trips from existing riders, or a model it can repeat in other cities? - Would Uber run the vehicles itself or work with licensed bus and van operators? ### What a Strong Answer Covers - Why this corridor is attractive or not, and how a decision here connects to Uber's presence in other markets. - The target riders, the job the shuttle does for them, and how it compares with the options they use today. - Fit with Uber's strengths and weaknesses, the unit economics, and the effect on Uber's existing rides in the corridor. - Regulatory, operational and demand risks, and how a limited launch would test them. - A clear recommendation with the evidence that would change it. ### Follow-up Questions - In the pilot, peak buses fill well below break-even while midday buses run nearly empty. What do you change? - How would you pick the next corridor, inside or outside the US? - A large employer offers to pay for guaranteed seats for its staff. Does that change your recommendation?