Uber

Next-generation car service.

The Shift
Cabs in 2008
Most use aging & inefficient technology ×
- Radio dispatch, no 2-way communication
- Most common car, Ford Crown Victoria = 14mpg
Hailing is done by hand or phone ×
- No GPS coordination between client/driver
- Significant fareseeking or “dead time”
Rideshare in 2010
Disrupt the inefficient taxy monopoly ✓
- Medallions are expensive, and drivers underpaid
- Medallions cost ~$500k, drivers make 31k
Digital hail antiquates the old way ✓
- No incentive/accountability for drivers/clients
- Pre-scheduled, coordinated pickup/drop-off
Solution
A mobile app to “digitally hail” fast &
efficient cars, on-demand:
Convenience of cab + experience of chaffeur

Technology to auto-dispatch & reduce wait

Optimized fleets and incentivized drivers

“The NetJet of car services.”

1-click car service.
Member’s only
Professional & trustworthy clientele

Not more street-hailing

No medallion licensed, thanks to digital hail

Guaranteed pick-up
Unlike a yellow cab, mobile app auto-matches clients
& drivers, with photo ID before
Key differentiators
Members only 1-click hailing
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Fast response time Luxury automobiles

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High-tech solution Optimized fleet

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Operating principles
Luxury service on-demand
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Modern & fuel-efficient

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Computer-coordinated
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Best end-user experience

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Pre-paid & profitable

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CONFIDENTIAL 6
 Uber apps
1-click request from geo-aware devices.
SMS from any phone: “pickup @ work in 5”
Use Cases
Trips to/from
restaurants, bars & shows
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Airport pickup/dropoff
(pre-scheduled)
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Dropping off kids to school
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Fast local transport where
parking isn’t easy
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Working while commuting (Wi-
Fi in cars)
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Elderly transport
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User Benefits
✕ Cabs don’t guarantee pickup (45min wait)
✕ Cabs aren’t as safe or as clean
✕ Cabs services require 1 – 3hr notice
✕ Cabs service transfers average $60 + tax

Faster & cheaper than a limo, but

nicer & safter than a taxicab
Environmental Benefits
Better vehicle
utilization
✓ In NYC, 35% of time is
spend looking for fares
✓ In less dense cities, can be
over half “dead-time”
✓ As swarm size increases,
efficiency will improve
Hybrid vehicles
(2× efficiency)
✓ Mercedes S400
BlueHybrid,
Lexus GS-450h
✓ Reduce carbon footprint,
better use of time in car
Incentivized ride-
sharing / carpooling
✓ Offer lower rates for ride-
sharing / carpool
✓ Trip to SFO, or Ballpark to
Marina after a game
 UberCab Fleet
23-30mpg from Uber’s fleet of Lexus cars.
vs. 14-16mpg from traditional cab/towncar fleets

Standard Premium
Lexus GS450h or e320 S550 for SF Beta clients
Demand
Forecasting
Cars hover in
statistically optimized
positions.
Minimize expected pickup time
given hour of week & weather /
traffic conditions.
Initial Service Area
San Francisco
Initial Beta
00,000 people
00,000 households
Manhattan
Public Launch

00,000 people
00,000 households

000,000 people
000,000 households
Target Cities
◉ Phase 1 San Francisco
NYC

Los Angeles

◉
Chicago
Phase 2 Houston
Pennsylvania
Dallas

◉ Phase 3 National
coverage

804 1,897 2,312

locations locations locations
 Potential Outcomes
Best-case Realistic Worst-case
scenario scenario scenario

$
1B $
25M 100

Becomes market leader, Gets 5% of top 5 US Cities Remains a 10 car,

$1B+ in yearly revenue 100 client service in SF
Generates 20-30M+ per year
profit Time-saver for executives
Overall Market $4.2B annually & growing, with only
22% revenue from top 4

US % of Globe Year US % of Globe

4,800 23%
2004 3,858.07 22.7%
4,600
2005 3,942.95 22.4%
22%
4,400 2006 4,029.70 22.1%

4,200 2007 4,118.35 22.1%

21%
2008 4,208.95 21.8%
4,000
2009 4,301.55 21.6%
3,800
20%
2010 4,396.19 21.3%
3,600
2011 4,492.90 21.0%

3,400 19% 2012 4,591.75 20.7%

2004 2005 2006 2007 2008 2009 2010 2011 2012
 9%

Market 12%
Retail: non-airport
Composition Business: non-airport

Retail: airport
Focused on urban 15%
64% Business: airport
service on-demand.
Source: 2007 market data
Smartphones Market
14

12 1.2

1.4
10

6
3.2 8.2
4

0
Category 1 Category 2 Category 3 Category 4

Series 1 Series 2 Series 3 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
 Progress To-Date
Ubercab.com
ubercab SMS
Mobile Apps Built Provisional Patent Filed Branding Portfolio

5+ 15 Nov 28
Expert advisors recruited Clients recruited to-date iPhone developer license applied

E A R LY I N T E R E S T F R O M
Future Optimizations
✓ Cheaper cars by buying used

✓ Less expensive hybrid vehicles (Prius)

✓ More accurate GPS technology

✓ Discounted rates for Sun-Tues multi-hour bookings

✓ Pay premium for on-demand service

✓ “Get here now” costs more than “tomorrow at 5pm”

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