ProgramsMBA Interterm (Spring 2023)ProjectsRecommend a Strategic Partnership Strategy for Student DashPass (Sa...

Project Title: Recommend a Strategic Partnership Strategy for Student DashPass (San Francisco, CA)

DoorDash

Details
Project Title Recommend a Strategic Partnership Strategy for Student DashPass (San Francisco, CA)
Project Topics Growth Strategy Marketing
Skills & Expertise Marketing Strategy
Project Synopsis: Challenge/Opportunity
Our north star is to get 100% of college students signed up for Student DashPass.

Project Address: 303 2nd St, South Tower Suite 800, San Francisco, CA 94107
Project Synopsis: Activities/Actions Required
We need to better understand the market today, our target customers, and have the right strategic marketing plan in place to achieve our north star. Specifically, we would want to understand:
  • The competitive landscape for all food ordering on campuses with a deep dive understanding on each.
  • College students' daily behavior related to food and otherwise, what does a typical week look like (lowest level of detail), what social applications are they using and for what use-case. Should DD be integrating/partnering with these companies?,
  • Trends in campus dining space (e.g. what do self-operated dining colleges do)
  • And leverage learnings on the above 3 areas to identify strategic partnerships and marketing plans to drive Student DashPass adoption.
    • Partnerships should be mutually beneficial so both sides of the partnership are incentivized to aggressively promote engaging with the offering.
    • Example: DoorDash partnering with Chegg. Chegg has 8M+ students as paying subscribers and we could offer those subscribers free student DashPass. DD/Chegg would split the cost of $2.50/month to give all Chegg subscribers free Student DashPass. 
      • DD Benefit: Chegg has incredibly strong reach to students as paying subscribers and we could acquire them all as sDP customers.
      • Chegg Benefit: Chegg has retention problems keeping students paying for whole semesters and during summer; students also share Chegg accounts. A partnership would increase retention and incentivize students to have their own Chegg accounts.
Project Synopsis: Expected Results
This project will be a success for DoorDash if we can walk away with 1/ a market landscape analysis of campus food ordering and 2/ an understanding of the life of an undergraduate college student, what their typical weeks look like for socializing, eating etc. 3/ a recommendation for the top 3 partnerships we should seek to drive adoption of Student DashPass, particularly where you see mutual benefit between companies. This should be supplemented by the risks associated with each partnership. 

Project Timeline

Touchpoints & Assignments Date Type

Student Interterm Preferences Due

 Jan 11 2023 Evaluation

Students Project Matching Finalized

 Jan 18 2023 Event

Upload Resume & Complete Profile

 Jan 25 2023 Submission Required

CONFIDENTIALITY

 Jan 25 2023 Submission Required

Deadline for Travel Arrangements

 Jan 27 2023 Event

Pre-Engagement Meetings Begin

 Jan 30 2023 Event

Pre-Kickoff Self Assessment Survey

 Feb 10 2023 Evaluation

Temperature Check (Student)

 Mar 06 2023 Evaluation

PROJECT KICKOFF

 Mar 06 2023 Event

Temperature Check (Student)

 Mar 07 2023 Evaluation

Temperature Check (Industry Partner)

 Mar 07 2023 Evaluation

FINAL PRESENTATIONS!!

 Mar 09 2023 Submission Required

Post-Engagement Team-Assessment Form (Industry Partner)

 Mar 10 2023 Evaluation

Post-Engagement Peer-Assessment Form (Student)

 Mar 10 2023 Evaluation

Post-Engagement Self-Assessment Form (Student)

 Mar 10 2023 Evaluation

Student Temperature Check

 Oct 04 2023 Africa/Abidjan (UTC-00:00) Evaluation