Context: DoorDash wants to win the college student market, so students use DoorDash for all of their meals. To figure this out on a macro scale it is first important to figure it out on a micro scale so you identify the nuances of the problem and come face-to-face with obstacles and how to get around them, so the objective for Montclair university is – How do we get students to use DoorDash for 100% of their meals?
Meal plan integration with school
On campus dining added to doordash
Customer acquisition through brand ambassadors and other means
Speaking with food service provider at school and their openness to partnering with DD
Speaking with school and seeing is school would want to do this why/why not
Figuring out what technically would have to be done, what technology would we have to integrate with at your school, how would that work
There are two parts to winning – strategy and tactics. Strategy is important, but I want students to focus on tactics. I want tactical plans for how to win Montclair university.
What I would NOT want to read is “Setup a brand ambassador program, flyering on campus and facebook ads”. What I would much prefer is a very detailed brand ambassador program walkthrough and how that would be setup for example “Connect with John ([email protected]) who runs the greek system at Montclair, I spoke with him and he is very interested in setting up a brand ambassador competition within the greek system. How it would work is each chapter would get an affiliate code and each student would receive $5 for each person they get to sign-up and the winner gets $1k donated to the charity of their choice. This will get you 20% of the student body. For the next 20% I connected with our director of sports and each team wants to do a brand ambassador program and if they had free dashpass for a year would use doordash for every meal”
Success here is I can give the tactical playbook to a college grad who DD hires in April and they have a crystal clear action plan of how to get 100% of students at Montclair using doordash.
^^^This is customer acquisition, but just one example. The plan should also talk about integration with the universities meal plan, who the most important restaurants are in the area.
Avoid high-level strategy macro/stuff – we want very detailed, thought out tactics as if the students had to do it the next day. There should not be unexpected surprises in a tactical plan.
Project Topics
Growth Strategy
Marketing
Company Information
| Company | DoorDash |
| HQ | California |
| Revenue | Unlisted |
| Employees | 500-2500 |
| Stage | Medium Business |
| Hiring Potential | N/A |
| Website | https://www.doordash.com/ |
Company Overview
DoorDash is a technology company that connects customers with their favorite local and national businesses in more than 800 cities across the United States and Canada. It empowers merchants to grow their businesses by offering on-demand delivery, data-driven insights, and better in-store efficiency, providing delightful experiences from door to door. By building the last mile delivery infrastructure for local cities, DoorDash is bringing communities closer, one doorstep at a time.
Experiential Learning Program Details
| School | Montclair State University |
| Engagement Format | Live Case - Think "Hackathon" or Case Competition with a whole class of students! This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives. |
| Course | MBA Business Consulting (Spring 2022) |
| Level |
|
| Students Enrolled | 16-20 (4 groups of 4-5 students) |
| Meeting Day & Time | TBD |
| Student Time Commitment | 4-7 Hours Per Week |
| Company Time Commitment | 1 Hour |
| Duration | 13.29 Weeks |
Program Timeline
| Touchpoints & Assignments | Due Date | Type | |
|---|---|---|---|
|
Reminder of Confidentiality
Reminder of Confidentiality REMINDER OF CONFIDENTIALITY During this program, you\'ll be working on a real project posed by a real industry partner. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional. |
January 18th, 2022 | Event na | |
|
Kick Off Evaluation Due
Kick Off Evaluation Due KICKOFF EVALUATION DUE Form link: https://forms.gle/J7VtkDkJvfD3VFxH8 |
January 18th, 2022 | Event na | |
|
Kick Off Webinar
Kick Off Webinar
We’ll find a time on this day to web conference our Industry Partner into our class to kickoff the project. Meeting link: Meeting link to come
|
January 25th, 2022 | Event na | |
|
Deliverable(s) #1 Due
Deliverable(s) #1 Due
|
February 28th, 2022 | Submission Required submission-required | |
|
Temperature Check Survey Due
Temperature Check Survey Due TEMPERATURE CHECK SURVEY DUE Form link: https://forms.gle/iVhLaqDGsd5vKSYr6 |
March 16th, 2022 | Evaluation evaluation | |
|
Deliverable(s) #2 Due
Deliverable(s) #2 Due
|
March 21st, 2022 | Submission Required submission-required | |
|
Deliverable(s) #3 Due
Deliverable(s) #3 Due
|
April 11th, 2022 | Submission Required submission-required | |
|
Deliverable(s) #4 Due
Deliverable(s) #4 Due
|
May 2nd, 2022 | Submission Required submission-required | |
|
Final Presentations Webinar
Final Presentations Webinar
We’ll find a time on this day to do a webinar and have the students present their final deliverables to the Industry Partner.
Meeting link: Meeting link to come
|
May 2nd, 2022 | Event na | |
|
Project Self Evaluation Due
Project Self Evaluation Due Complete End of Project SELF Evaluation Form link: https://forms.gle/J82TbRFVfewtncsx8 |
May 12th, 2022 | Evaluation evaluation | |
|
Project Peer Evaluation Due
Project Peer Evaluation Due Complete End of Project PEER Evaluation Form link: https://forms.gle/HDx6waAkNd12LBMp7 |
May 12th, 2022 | Evaluation evaluation |
Key Project Milestones
-
February 28, 2022 - Milestone One: Tactical Strategy for Winning Montclair Students to DoorDash
- Who are the key student influencers within the Montclair student population? Do they differ by graduate/undergraduate level? Do they differ by on campus/off campus residence? Do they differ on any other variables?
- What are the latest dining, food and meal purchase trends within the Montclair student population?
- Who are the key contacts in Greek Life, Extra-Curricular clubs, groups and activities, and sports groups? What banner activities are planned for spring semester for each of these categories? Which groups, activities and events would be most beneficial for student reach for DoorDash engagements and promotions?
- What messaging do you recommend for each DoorDash engagement and promotion? What techniques, tactics, activities do you recommend for each DoorDash engagement and promotion? Provide specifics for each event, engagement and promotion that you recommend. What, if any, University approval processes are required for the specific tactics you recommend?
Suggested Deliverable:
Timeline Roll Out and set of tactics (activities, conversations, messaging) for each of the recommended events and activities for your recommended groups. Specific tactics, including personnel, resources, costs, messaging, mediums for each of the recommended events. Outline of permissions, forms, approval process required by university, if any.
-
March 21, 2022 - Milestone Two: Tactical Strategy for Winning Montclair Student Dining Services to DoorDash
- What Food Service is used by the University? How long is the contract? Who makes the decision on the Dining Food Service Contract?
- What is missing from University Dining Food Services that DoorDash could fulfill?
- What tactics can you recommend to influence University Dining Food Service to partner with/utilize DoorDash? What barriers to partnership can you identify and what do you recommend to overcome those barriers?
- What activities and events can you create to encourage key university decision makers to partner with and utilize DoorDash on campus? What costs are associated with your recommendations? When should these tactics be deployed? What personnel resources will you need? What messaging, mediums and channels will you use?
Suggested Deliverable:
Timeline and tactical strategies with specific details to influence decision makers and create Montclair University Dining Services’ partnership with DoorDash?
-
April 11, 2022 - Milestone Three: Tactical Strategy for DoorDash customer acquisition of Montclair area restaurants patronized by Montclair Students
- What are the most popular restaurants and food delivery sources used by Montclair Students? Which of them already partner with DoorDash? Who are the key decision makers at each of the ones who do not yet partner with DoorDash?
- What are the barriers, if any, to DoorDash utilization by those who do not partner with DoorDash? What recommendations do you have to address those barriers to adoption? Be specific to each food service establishment that you’ve identified barriers for.
- What activities, messaging, mediums do you recommend to drive student use of DoorDash for Montclair area restaurants and delivery? What permissions are needed to implement your recommended activities?
- What techniques, tactics, messaging do you recommend to encourage student download an utilization of the DoorDash app? What incentives do you recommend?
Suggested Deliverable:
Tactics, techniques and timeline to drive student customer use to the DoorDash app and utilize DoorDash for all restaurant food delivery service in the Montclair area.
-
May 2, 2022 - Milestone Four: Tactical Strategy Playbook for 100% Montclair Student Customer Acquisition to DoorDash
- What qualities, attributes, characteristics, and skills do you recommend the new hire exhibit to implement the plan for 100% Montclair Student Customer acquisition for DoorDash?
- What qualities, attributes, characteristics and skills to you recommend for student ambassadors with implementation responsibilities and roles? What do they need to know about the Montclair Student? What do they need to represent as the Montclair Student?
- How would you construct the overall timeline roll out of implementation tactics for Montclair Student Customer Acquisition? Are there certain tactics that should be deployed first, midpoint, and end? Are there certain groups or entities that should be engaged first, midpoint, and end?
- What strategies do you recommend for the inherent Montclair Student Customer Personas? I.e., what tactics need to vary by persona and how so?
- What key influencers within the Montclair Student body and outside the Montclair Student body can you recommend? What tactics to you recommend for engaging those key influencers with the DoorDash Brand?
- What success indicators or metrics do you recommend for each of your tactics?
- What lists, contact information, and key influencers can you describe for the New Hire?
- What barriers to implementation, unique to Montclair, can you detail for the New Hire?
Suggested Deliverable:
Tactical Playbook for the New Hire with timeline, implementation strategy and specific detailed tactics to employ for 100% Montclair Student Customer acquisition by DoorDash.
Project Resources
There are no resources currently available
Industry Mentors
Academic Mentors
Assigned Students
There are currently no students assigned.