Capstone – Project Charter

DoorDash Market Analysis & New York Tri-State Area Growth Assessment

A Collaboration Between

Engagement Synopsis

DoorDash is looking for an in-depth analysis of its marketing strategies to help improve their overall marketing through various digital efforts. DoorDash wants to optimize its entire marketing strategy by analyzing the existing business model and leverage areas of opportunity to better compete with many existing and new entrant competitors into its space. This includes research & analysis related to SEO, Pay-Per-Click (PPC) and Social Media.

Company Information

CompanyDoorDash
HQCalifornia
RevenueUnlisted
Employees500-2500
StageMedium Business
Hiring PotentialFormal Internship, Entry Level Full-Time, Upper Level Full-Time
Websitehttps://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.

Company Supervising Team

There are currently no supervisors assigned.

Course Info & Engagement Details

SchoolUniversity of Notre Dame Mendoza College of Business
Engagement FormatCapstone - Small Team Consulting Project - Students work in small groups of 2-6 directly with faculty and host company project champions on developing real solutions to real-world challenges.
ProgramCollege of Business
Course2020 SPRING – MBA Interterm (IMPACT)
LevelGraduate
Students Enrolled120 Enrolled, 2-5 per group per project
Meeting Day & Time3/2 - 3/5/2019 on-site at host company
Student Time Commitment1-3 Hours Per Week
Company Time Commitment3-5 Hours
Duration4 days (03/02/2020 - 03/05/2020)
Departments InvolvedGrowth Strategy
Marketing
File Attachments

School Supervisors

Instructor

Alice

[email protected]

Students

There are currently no students assigned.

Collaboration Timeline

  • January 19, 2020

    Student Teams Finalized. Companies provided with final roster of students that will be visiting your office to work on the interterm project.

  • February 7, 2020

    Companies will send a formal welcome/on-boarding email to students to get them excited and ramped up for the project, which should include any pre-work/pre-reading. We’ll provide you with a template you can use when we notify you of your student roster.

  • March 2, 2020

    OFFICIAL PROJECT LAUNCH: Students will be on-site working for the week

  • March 5, 2020

    OFFICIAL PROJECT END: Students will present results to company leadership on-site

Key Milestones & Project Process

  • February 21, 2019 - Part 1: Market Analysis with Focus on Competition

    • What is DoorDash? What are the different types of products/services that it offers, and to who?
    • Who are DoorDash’s biggest competitors?
    • Perform a SWOT analysis for DoorDash.
    • What similar businesses have scaled nationally (internationally)? How have similar businesses scaled nationally/internationally? What can we learn from these experiences?

    Suggested Deliverable:

    Create a presentation or deliverable of your choice to outline the information from Part 1.

  • April 2, 2019 - Part 3: Search Engine Optimization (SEO) Strategy

    • Provide a specific list of keywords that DoorDash should target for SEO (focus on consumers in NYC). 
    • Provide specific proposals to improve the focal webpage’s rank on SERP for the proposed keywords from on-site SEO perspectives (e.g. how to improve the quality and the relevancy of the webpage).
    • Provide specific proposals to improve the focal webpage’s rank on SERP for the proposed keywords from off-site SEO perspectives (e.g. how to build backlinks).
    • What can we learn about our existed consumers through Google Analytics? 
    • What similar techniques have similar brands used that are effective? What can DoorDash learn from its competitors?

    Suggested Deliverable:

    Create a presentation or deliverable of your choice to outline the information from Part 3.

  • April 25, 2019 - Part 5: Social Media Strategy

    • How to use different social media platforms to market to target consumers, especially those in NYC?
    • Provide specific Facebook/Instagram advertising campaigns. 
    • Provide specific proposals for copy and audience segmentation that DoorDash should test.
    • What similar techniques have similar brands used that are effective? What can DoorDash learn from its competitors?

    Suggested Deliverable:

    Create a presentation or deliverable of your choice to outline the information from Part 5.

  • May 7, 2019 - Part 6: Final Presentation & Paper

    Prepare a presentation and paper that provides an overview of the process that was used and the results that were ultimately generated


    Suggested Deliverable:

    Create a presentation to outline all the work that has been completed!