The Experiment

What (actually) drives the On-Demand Economy?

The On-Demand Economy hinges on two key axes: convenience and price.

- Convenience: What’s the fastest [pizza delivery] option available?
- Price: What’s the cheapest [pizza delivery] option available?

I’m interested in using my On-Demand service aggregator -- Blueberry -- to measure the relative importance of each of these factors in driving purchasing decisions and behaviors. In economic terms, I’m looking to establish the price & convenience elasticity of the On-Demand marketplace.

To do this, I’ll use tactics like targeted Facebook Ads and Coupon Campaigns to test the two levers and see how they each affect purchase behavior on Blueberry.

My hope is that the findings of this research can not only help build awareness and learnings for Blueberry, but also provide valuable insight into the On-Demand Market for those already working in it, those interested in joining, and the many stakeholders tracking/analyzing the space (e.g. journalists & investors).

Expected Duration: 12 Weeks

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