Yesterday, Uber launched a completely separate app utilizing their infrastructure in a super smart way – delivering food. They had been testing a version where drivers had a pre-selected set of food items for quick delivery in limited markets. They launched a menu every day, and if you wanted any items, they were meant to arrive in 10 minutes. With this new app that’s launching only in LA for right now, they’re making any item off of multiple menus available quick and conveniently – though they’re not promising it in 15 minutes. Beyond food, what they are delivering is a great example of how a company can diversify services without taking away from the core.
Far too often, tech companies (and start-ups in general) are far too quick to change direction due to a perceived shift in the market, a side comment made by an advisor, or an investor who is looking only for a certain type of product to invest in. When they do that, the original sight and what the entire team was moving toward often lost in the jumble – without nearly spending the same time spent on SWOT testing the initial idea.
Don’t get me wrong, if the market is shifting or the original idea needs to be refined, you’ve got to address it – you just need to do so with the care and clarity of the original direction. Alternatively, you can smartly make the shift keeping your product at its core and effectively diversifying your offerings.
Sometimes those offshoots/mutated products are happy discoveries or accidents. You might have taken a cost-effective left-turn to see where you might end up and then found a pot of gold. Uber’s find might be exactly that. They’ve always been in the business of having drivers all over the place picking up products (people) from one place and bringing them to another place. Transfer the product to food instead of people and you’ve got Uber Eats – and an entirely new vertical (food delivery) shaking in their boots like the taxi industry before them.
If you want to have that agility in the future, perhaps the correct time should be taken to create a core product that can allow flexibility and the right attitude to try things and move your business smartly.