The Blue Ocean of Mobility: My Throwback Analysis of Ridesharing

Liz Slocum Jensen · June 1, 2015

Singing to an ocean, I can hear the ocean's roar
Play for free, play for me and play a whole lot more
Singing 'bout good things and the sun that lights the day
I used to sing on the mountains, has the ocean lost its way?
— Led Zeppelin, “The Ocean"

A lot can change in two years. Two years ago, leading up to my interest in connected cars, I applied for a position with the Blue Ocean Strategy Institute. As part of the interview process, they wanted me to write a business case analysis using the Blue Ocean Strategy frameworks. It was February 2013 and Uber and Lyft were just starting to become popular in San Francisco. I chose to analyze Lyft because I was intrigued by the opportunity for people to make money driving their own cars. This was also when the offerings were more distinctive: Uber was offering only black car service and Lyft was a fist-bumping, ride-sharing service, which was spawned from Zimride. This was before the controversies and before the services started looking so similar that drivers run both apps on their dashboards without a preference.

Going through the research process and taking Lyft rides to interview drivers about the company showed me that there is a lot of opportunity to transform the future of mobility. This analysis and other factors inspired me to get involved with connected cars and to make the driving experience customizable via contextual rules. Today, Dave and I are building Road Rules to help make any car connected via the smartphone.

One final note about Lyft is that I’ve always respected its corporate culture and inspiring public image. This past Mother’s Day, they did a social media campaign called the Boss Mom Awards. My post about my mom received an honorable mention.

Now, as a throwback to the early days of modern ridesharing, I offer you my February 2013 Blue Ocean Strategy analysis of Lyft.

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Photo by Unsplash. Creative Commons Zero

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