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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

DoorDash - Recommend a Strategic Partnership Strategy for Student DashPass (San Francisco, CA)
Due Date
Activities
Deliverables
Status
Action
Wed, 01/11/23
12:00 AM UTC
Student Interterm Preferences Due
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Complete Interterm Preference Survey
Wed, 01/18/23
12:00 AM UTC
Students Project Matching Finalized
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Location:
Virtual
Event Description:
Student teams are introduced to their client organizations 
Wed, 01/25/23
12:00 AM UTC
Upload Resume & Complete Profile
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Description:
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Wed, 01/25/23
12:00 AM UTC
CONFIDENTIALITY
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Description:
Please download, sign, and upload the standard Statement of Confidentiality
Fri, 01/27/23
12:00 AM UTC
Deadline for Travel Arrangements
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Event Description:
Students must use Anthony Travel to organize travel and accommodations.
Mon, 01/30/23
12:00 AM UTC
Pre-Engagement Meetings Begin
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Location:
Event Description:
Find time to meet virtually and discuss the project scope and expectations while on-site. Review supplemental resources so students can begin to get up-to-speed before their visit. 
Fri, 02/10/23
12:00 AM UTC
Pre-Kickoff Self Assessment Survey
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Mon, 03/06/23
12:00 AM UTC
Temperature Check (Student)
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Mon, 03/06/23
12:00 AM UTC
PROJECT KICKOFF
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Location:
Event Description:
Students Arrive On-Site for Work.  Please schedule the project kickoff as early on Monday morning as possible in order to jumpstart the week. We recommend scheduling 45-minutes to 1-hour to host a kickoff meeting. Here's some recommendations on what you should cover!
Tue, 03/07/23
12:00 AM UTC
Temperature Check (Student)
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Tue, 03/07/23
12:00 AM UTC
Temperature Check (Industry Partner)
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Thu, 03/09/23
12:00 AM UTC
FINAL PRESENTATIONS!!
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Description:
Schedule time for the students to present their final insights.

STUDENTS: Please upload your final presentation.

INDUSTRY MENTORS: Please provide feedback through the form on the deliverable tab. 
Fri, 03/10/23
12:00 AM UTC
Post-Engagement Team-Assessment Form (Industry Partner)
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Fri, 03/10/23
12:00 AM UTC
Post-Engagement Peer-Assessment Form (Student)
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Fri, 03/10/23
12:00 AM UTC
Post-Engagement Self-Assessment Form (Student)
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Wed, 10/04/23
12:00 AM Africa/Abidjan (UTC-00:00)
Student Temperature Check
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