DriveU: PLATFORM DESIGN

DriveU was a technology-enabled platform that provided verified drivers for a customer’s personal vehicle. A smartphone application helped customers book and track the nearest available driver with all necessary information. The DriveU app was launched on June 29, 2015, with an initial investment of USD 1 million and 10 employees. Later, they expanded to Chennai, Mumbai, Delhi, and Hyderabad. They also had a Driver Partner app for the use of drivers. Right from the first month of operations, they had positive unit economics. Starting in April 2022, DriveU actively expanding into other car owner services like car care, car service, motor insurance, and used car sales/buying through a super app. The case discusses DriveU’s choices on expanding into new markets, penetrating markets that they are already present in, and/ or consolidating (with more services) in markets where they are dominant.