Postmates (Uber)

The problem

I joined Postmates early, as a product analyst. The company sold everything, and promised to deliver everything.

That promise invited fraud. One custom order asked for 100 gallons of Hennessy in the Bronx.

The positioning problem was the breadth of the promise. Postmates needed to stand for its core offerings, not for delivering anything at all.

What I did

01. Analysis. I worked on market and fraud analysis across the wide-open model.

02. Positioning. I helped Postmates cut the promise back and focus on its core offerings.

Outcome

The promise narrowed from delivering everything to a position built on core offerings. Uber acquired Postmates in 2020 for $2.65B.

Postmates is one of four companies I worked inside that reached an exit.