The Blue Ocean of Mobility: My Throwback Analysis of Ridesharing

A lot can change in three years. Three years ago, leading up to my interest in connected cars, I applied for a position with the Blue Ocean Strategy Institute. As part of the interview process, they wanted me to write a business case analysis using the Blue Ocean Strategy frameworks. It was February 2013 and Uber and Lyft were just starting to become popular in San Francisco. I chose to analyze Lyft because I was intrigued by the opportunity for people to make money driving their own cars. This was also when the offerings were more distinctive: Uber was offering only black car service and Lyft was a fist-bumping, ride-sharing service, which was spawned from Zimride. This was before the controversies and before the services started looking so similar that drivers run both apps on their dashboards without a preference.

Going through the research process and taking Lyft rides to interview drivers about the company showed me that there is a lot of opportunity to transform the future of mobility. This analysis was one of the factors that inspired me to get involved with connected cars and transportation innovations.

One final note about Lyft is that I’ve always respected its corporate culture and inspiring public image. For Mother’s Day 2015, they did a social media campaign called the Boss Mom Awards. My post about my mom received an honorable mention.

Now, as a throwback to the early days of modern ridesharing, I offer you my February 2013 Blue Ocean Strategy analysis of Lyft.