On-Demand Grocery Delivery. Employee #23
New market Expansion
Developed & Executed the Launch Playbook that grew Instacart from 2 major markets to 18 in less than 2 years time. The launch playbook included completing the major work streams below over a two-month cycle:
- Recruit & Hire a full time local operations team
- Marketing: Guerilla, Online, PR
- Retail Partner Management / Catalog Building
- Shopper Fleet On-Boarding & Management
- Admin: Secure Office Space and Work with Partners on In-Store Setups
Boston, Washington DC, Philadelphia, Los Angeles, New York City, Austin, Seattle, Denver, Atlanta, Portland, Houston, Miami, Minneapolis, Indianapolis, Boulder
Managed Shopper Supply Growth on a national level from end-to-end.
- Acquisition Channels
- Funnel Management
- Produced Shopper Video Training Modules
View one of the Shopper Video Training Module's here. Keep in mind this was done with ~10k budget :).
Shopper Payment Card Overhaul
For the first 3 years of operations Instacart relied on payment card provider PEX to enable shoppers to pay for customer grocery orders. We found a new provider (Marqeta) who proved to be years ahead of PEX technology wise, which allowed Instacart to increase gross margins by reducing shopper fraud and entering into a revenue share agreement.
- Launched two new card products for Instacart shoppers & cashiers
- Converted > 15,000 shoppers across 18 U.S cities from PEX to our new and improved Marqeta payment cards
- Earned an additional $0.60 per order by entering into a revenue share agreement
- Reduced shopper fraud by implementing Just-In-Time funding
Objective: Test the viability of outsourcing last-mile delivery to third party providers
- Launch fully operationalized partnerships with three different delivery partners across five of our markets
- Led API integration with both Sidecar & Zipments who were delivering over 1/4 of our weekly order volume in San Francisco at their peak
- Read more about it here