Capstone – Project Charter

IACBE FALL LIVE CASE COMPETITION

A Collaboration Between

Engagement Synopsis

DoorDash is a technology company that has connected people with food since 2013. After experiencing rapid growth over the past 7 years, DoorDash is looking to expand into the college market by "redefining the dining experience" for college students in a post-COVID world. DoorDash’s Strategy & Operations Team is looking for your help as they explore the post-secondary education environment as a viable market for entry. Participating student teams are tasked with producing a written 5-page research report (+ appendix) as well as a 3-minute explainer video highlighting their recommendations.

 

DoorDash's key goal is to reach over 50% market share of the dollars spent by college students on food. We expect teams to go into great detail, backed by primary and secondary research, about how DoorDash should go-to-market as a key vendor and resource to provide access to food to students enrolled in higher education programs. They hope by reviewing your research, they will much better understand the relevant stakeholders, the current landscape of college and university dining, the changing trends in food consumption as a result of COVID, the viable ways DoorDash can go-to-market based on certain markets that prove particularly situated for entry, and how the company should measure success over the next 1-3-5 years if they choose to move forward.

 

IMPORTANT RESOURCES

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

Company Admin

Chasen

[email protected]

Course Info & Engagement Details

SchoolThe International Accreditation Council for Business Education (IACBE)
Engagement FormatLive Case - Class Collaboration or Case Competition - 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.
ProgramVirtual Case Competition
CourseIACBE Fall 2020 Scholastic Live Case Competition
LevelUndergraduate
Students Enrolled40+
Meeting Day & TimeN/A
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration8 weeks (09/09/2020 - 10/28/2020)
Departments Involved
File Attachments

School Supervisors

There are currently no supervisors assigned.

Students

There are currently no students assigned.

Collaboration Timeline

  • September 14, 2020

    Case materials released!

    REGISTER FOR THE COMPETITION!

  • September 20, 2020

    5:00 PM ET – MANDATORY PRE-KICKOFF SURVEY – Please complete this 2-minute assessment!

  • September 21, 2020

    12:00 PM ET – LIVE CASE COMPETITION WEBINAR KICKOFF: Please join us for a live webinar where you’ll get a chance to meet your project champions, learn more about DoorDash, and hear more details about the case challenge. 

    KICKOFF WEBINAR SLIDES

    FALL KICKOFF WEBINAR – WATCH RECORDING (Password Protected)

  • September 25, 2020

    5:00 PM ET – Submit any questions for DoorDash to address during the upcoming Q&A webinar.

  • September 27, 2020

    11:00 PM ET – Ensure all 4 team members have registered!

  • October 2, 2020

    12:00 PM ET – LIVE CASE COMPETITION Q&A SESSION #1: Please join us for a live webinar where you’ll get a chance to hear an update from your DoorDash Project Champions! 

    Zoom Link: https://us02web.zoom.us/j/4082595973

    Q&A Session one – Watch Recording (Password Protected)

  • October 9, 2020

    5:00 PM ETSubmit any questions for DoorDash to address during the upcoming Q&A webinar.

  • October 14, 2020

    5:00 PM ET – MANDATORY TEMPERATURE CHECK SURVEY – Please complete this 2-minute assessment!

  • October 16, 2020

    12:00 PM ET – LIVE CASE COMPETITION Q&A SESSION #2: Please join us for a live webinar where you’ll get a chance to hear an update from your DoorDash Project Champions! 

    Zoom Link: https://us02web.zoom.us/j/4082595973

  • October 23, 2020

    5:00 PM ET FINAL DELIVERABLES DUE – Students submit links to 3-minute recorded explainer video and 5-page executive memo (+ appendix) to [email protected].

  • October 30, 2020

    12:00 PM ET – LIVE CASE COMPETITION WRAP-UP WEBINAR – WINNERS ANNOUNCED: Please join us for a live webinar where you’ll get a chance to hear feedback from the DoorDash team. We’ll be announcing the competition winners and sharing more information about the next IACBE Virtual Live Case Competition. 

    Zoom Link: https://us02web.zoom.us/j/4082595973

  • November 4, 2020

    5:00 PM ET – MANDATORY COMPETITION WRAP-UP SURVEY – Please complete this 2-minute survey, especially if you want a $10 DoorDash Gift Card and an Experiential Learning Certificate showcasing all your hard work!

Key Milestones & Project Process

  • September 16, 2020 - Deep Dive on DoorDash

    • Review the sample strategy. While this is a sample idea of a go-to-market strategy for DoorDash, student teams are not required to follow this suggestion. The overall goal is to win college students dining spend, share regardless of approach. 
    • Review the complete Live Case description, including attachments and links, grading rubric, as well as the detailed project timeline and milestones, including the expected deliverables for the competition
    • Research DoorDash’s business model
    • Review DoorDash’s social media presence
    • Review DoorDash’s company history
    • Why do you think DoorDash wants to enter the US Higher Education Food Service market?

    Review prior deliverables from previous Live Case Competitions to better understand expectations of high-performing teams:

     


    Suggested Deliverable:

    Prepare for the Kick-Off Webinar scheduled for September 21st by submitting any questions you want DoorDash’s team to address

  • September 25, 2020 - Analyze the Student Dining Landscape

    • Analyze DoorDash’s competitive landscape (both current and prospective if they successfully enter the student food service market)
    • Examine the strengths, weaknesses, opportunities, and threats DoorDash faces in the student food service market (SWOT analysis)
    • What did the college dining landscape look like before COVID? How is it already changing? What are early movers doing to address student dining needs?
    • How will college dining shift because of the COVID-19 Pandemic?
    • Review this spreadsheet with statistics about the sizing opportunity in colleges.
    • How are college student dining preferences changing?
    • What dining options are available for students? How do they choose? What are the key considerations when making dining decisions?
    • How do dining preferences differ based on different types of schools / students?
    • What problems exist in the dining experiences for students right now and what opportunities exist as a result?

     


    Suggested Deliverable:

    Showcase your understanding of the student dining landscape in your final deliverables.

     

    In preparation for the 1st Q&A Webinar on October 2nd, submit any questions your team might have by 5:00 PM ET.

  • October 9, 2020 - Analyze Key Stakeholders & Go-To-Market Options

    • Who are the key stakeholders in the student dining landscape?
    • What are their preferences and priorities? How do they make purchasing and partnership decisions?
    • How do these characteristics change school-to-school / region-to-region?
    • How have these preferences shifted over time?
    • How do you project these preferences and priorities will change over the next few years?
    • How can DoorDash access students as a food service provider?
    • What stakeholders need to be involved in the decision-making?
    • Consider: the student, their parents, their educators, school administrators, local food service providers, and on-campus food providers
    • What are the viable go-to-market strategies for DoorDash as they consider the student dining environment?
    • How feasible are these strategies? Can DoorDash realistically implement this strategy in the coming months?

    Suggested Deliverable:

    Showcase your understanding of the various go-to-market options and key stakeholders involved in the student dining landscape in your final deliverables.

     

    In preparation for the 2nd Q&A Webinar on October 16th, submit any questions your team might have by 5:00 PM ET.

  • October 23, 2020 - Propose a Go-to-Market Strategy for DoorDash's "Student Meal Plan of the Future"

    After gaining an understanding of DoorDash, the college dining environment, the key stakeholders involved, and the viable go-to-market options, propose an actionable comprehensive go-to-market strategy for DoorDash. Use the following guiding questions to answer the overall problem statement: How can DoorDash achieve 51% of college student spend share?

    • What is the best way to access students? Why?
    • How would you handle the key stakeholders involved in your strategy? What is the key value proposition for each? What role do they play in the strategy and why?
    • How would you officially launch the initiative? Where are the low hanging fruit? Who are your early adopters? Why?
    • What channels are most effective to communicate with each of the key stakeholders involved in your proposed strategy?
    • How big is the market? How much of the market can DoorDash attain if successful over the course of the next 1-3-5 years?
    • What are the financial projections? What are the key cost and revenue implications? How would they scale?
    • What is the timeline for executing your strategy? What are key performance indicators to measure success of this strategy as you roll it out? What’s attainable over what period of time?

    Suggested Deliverable:

    Please submit your 5-page written report (+ appendix) in PDF format and link to your 3-minute explainer video to [email protected] by 5:00 PM ET. Late submissions will not be accepted.