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Uber's strategy of hiring local City Managers and offering incentives to drivers had several implications. Firstly, it allowed Uber to quickly establish a presence in new cities. Local City Managers, with their knowledge and ambition, were able to navigate the unique challenges of their respective cities, including dealing with legislators, police officers, and local transportation unions. Secondly, the incentives offered to drivers helped to quickly build a large driver base, which was crucial for Uber's service. However, this strategy was expensive and could have contributed to Uber's financial challenges. Furthermore, the willingness of City Managers to evade the law could have led to legal issues and reputational damage for Uber.
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Uber needed to replicate its success outside San Francisco. Austin Geidt, a 24-year-old intern, became Uber's first City Launcher. A City Launcher would parachute into markets, set up offices and launch the Uber service. To kickstart demand, Uber would offer incentives to drivers for hundreds of dollars in bonuses for completing a minimum number of rides. This strategy was expensive, but it turbocharged business. Uber replicated this across cities like Paris, Los Angeles and Melbourne. Every time Uber entered a city, the company would hire a local City Manager- a person with local knowledge, ambition, a capacity to work 15-hour days and a willingness to evade the law. The City Manager would flood craigslist with ads for drivers, lure them in with sign-up bonuses and thousands of dollars in cash when they hit milestones. City Managers would have to confront established interests, including legislators, police officers and local transportation unions.
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Learn how Uber's growth was fuelled by obsessive product focus, broken rules, growth at all costs and minimal bureaucracy from the book that inspired...
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