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Uber's growth strategy, as presented in 'Super Pumped: The Battle for Uber', was fueled by a few key factors. Initially, Uber focused on luxury branding with a fleet of high-end black cars, positioning itself as a premium service for working professionals. This was a unique approach in the ride-hailing market, which helped Uber stand out. The company also leveraged technology to enhance customer experience. The Uber app offered live tracking, premium cars, and seamless payments charged to a credit card, which was a stark contrast to traditional cab services. This convenience and the status symbol associated with using Uber contributed significantly to its growth. Furthermore, Uber's growth was driven by an obsessive product focus, a willingness to break rules, and a strategy of growth at all costs with minimal bureaucracy.
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Garret Camp came up with the idea for UberCab, a premium black-cab service with luxury vehicles for working professionals. When Kalanick took over as CEO, he negotiated himself a majority stake to have absolute operational controls. Initially, Uber focussed on luxury branding with a fleet of high-end black cars and the tagline "Everyone's Personal Driver." Uber got its first drivers by convinced a few black car services in San Francisco to use Uber during their lull times. The app grew as it received glowing reviews from the press. A customer who hired a traditional cab would not know when the cab would arrive, what condition it would be in and finally struggle to find the correct change. In contrast, Uber had live tracking, offered premium cars and seamless payments charged to a credit card. The use of Uber became a status symbol in San Francisco.
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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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