Get new insights from this Uber Business Model Canvas example!

Exploring the business models of successful companies can provide valuable insights and inspiration for crafting your own business strategy. In this article, we give you a great step-by-step Uber Business Model Canvas example.

Why it’s great to study Uber’s business model

Uber has revolutionized the transportation industry, becoming a cornerstone of the sharing economy. The business model contains numerous innovative components that can inspire entrepreneurs and business leaders. Let’s get started by covering the Uber Business Model Canvas step by step, starting with the customer segments.

1. Customer segments | Uber Business Model Canvas example

Uber Business Model Canvas - Customer segments

Uber serves various customer segments:

  • Riders: Individuals needing quick, convenient, and reliable transportation. Various target groups can be distinguished within this, such as tourists, business travelers and young people who go out.
  • Drivers: Individuals seeking flexible earning opportunities by providing transportation services. There are also different target groups here. From taxi drivers to people who want to earn some extra money with their private car. The last target group is not allowed in every country.

2. Value propositions | Uber Business Model Canvas example

Uber Business Model Canvas - Value Propositions

In the Uber Business Model Canvas example you see that value is created in a different way for each target group:


  • Convenience: Give acces to transportation through the user-friendly Uber-app app. Controlled at the touch of a button.
  • Fast transport: Real-time tracking of rides and consistent availability, especially in urban areas.
  • Comfortable: Different comfort classes, never a car older then 15 years.
  • Competitive rates: Often cheaper than a regular taxi.
  • Safety: Driver ratings, customer support and background checks makes Uber safer then regular taxi’s.


  • Opportunity to generate income, hassle free: Driving according to Uber’s conditions. Access to a large base of customers. Earn more at essential peak times. Little idle time between trips.
  • Flexible hours: Unlike many other jobs, an Uber driver is self-employed and can choose when he/she is available to provide rides.
  • Support: Stay safe on the road using Uber’s safety features and quality assurance measures.

3. Customer relationships | Uber Business Model Canvas example

Uber Business Model Canvas - Customer Relationships

Uber’s customer relationships include:

  • Automated Services: The app provides automated booking, payment, and support.
  • Driver and Rider Ratings: Both parties rate each other to maintain service quality.
  • Customer Support: In-app support and help centers for resolving issues.
  • Personalization: Personalized ride recommendations and loyalty programs like Uber Rewards.

4. Channels | Uber Business Model Canvas example

Uber Business Model Canvas - Channels

In the Uber Business Model Canvas example you see various important channels:

  • Mobile App: Primary platform for booking rides and managing services.
  • Website: Additional platform for accessing services and support.
  • Affiliate program: Uber has an affiliate program that encourages members to make new registrations.
  • Advertisements: Especially when Uber enters a new city, it spends a lot of money on advertisements to advise the platform. They use the Blitzscaling strategy in which growing and activating quickly is more important than doing so efficiently. For Uber, there must be enough Riders & Drivers to realize its intrinsic value. The advertising investments will pay for themselves in the long term.
  • Partnerships: Collaborations with other businesses and platforms to reach more users.

5. Revenue streams | Uber Business Model Canvas example

Uber Business Model Canvas - Revenue Streams

Uber generates revenue through:

  • Commission on ride-hailing: Uber charges 15-30% commission on every booking. The rate is structured as follows: 1) Base Fare: A fixed start fee for each ride. 2) Cost per Minute: Charges based on the duration of the ride. 3) Cost per Mile: Charges based on the distance traveled. 4) Booking Fee: A fixed fee added to each ride, covering operational costs.
  • Yield Management: Uber uses dynamic pricing to adjust fares in real-time based on demand, encouraging more drivers to become available during peak times. This approach optimizes revenue and ensures ride availability by balancing supply and demand effectively.
  • Upgrades: Uber offers several comfort classes.
  • Negative cash conversion: Uber benefits from a negative cash conversion cycle by receiving payments from riders immediately, while delaying payouts to drivers for a week. This allows Uber to hold onto cash for a longer period, improving its cash flow and potentially earning interest or reinvesting the funds before paying drivers.

6. Core activities | Uber Business Model Canvas example

Uber Business Model Canvas - Key activities

Uber’s key activities are:

  • Platform management: Continuous improvement of the app and technology infrastructure.
  • Marketing: Campaigns to attract urban riders and drivers.
  • Customer support: Providing assistance to riders & drivers.
  • Compliance: Ensuring adherence to local transportation laws and regulations, particularly in cities.

7. Key resources | Uber Business Model Canvas example

Uber Business Model Canvas - Key resources

Uber’s key resources include:

  • Technology platform: Their app & backend systems that facility ride booking and tracking is important to generate superior value.
  • Driver network: A large pool of drivers providing services, especially in urban areas.
  • Riders base: A large number of ride requests, so that the platform is and remains attractive for drivers.
  • Brand: A strong, globally recognized brand that attracts users and drivers.
  • Data: For advanced analytics and optimizing routes, pricing and operations.

8. Key partners | Uber Business Model Canvas example

Uber’s key partners are:

  • Local Governments: Collaborations for regulatory compliance and city planning.
  • Vehicle dealers: Partnerships for vehicle leasing or rental options for drivers.
  • Event organizers: To promote Uber during busy events.
  • Payment Processors: Integrations with financial services for seamless transactions. Not mentioned in the canvas, but also needed to deliver their unique value proposition.

9. Cost structure | Uber Business Model Canvas example

The Uber Business Model Canvas example shows a number of important cost items.

  • Technology Development: Costs associated met maintaining and upgrading the app and backend systems.
  • Driver Payments: Payments and incentives for drivers.
  • Marketing: Expenses for advertising and promotional activities, especially in competitive urban markets.
  • Customer Support: Costs for providing support services to users and drivers.
  • Regulatory and Legal Costs: Compliance with local laws and handling legal issues, which can be significant in densely populated areas.

Characteristics in Uber’s business model

The following hacks can be observed in Uber’s business model.

  • Multi-sided platform
  • Yield Management
  • Guaranteed availability
  • Upselling
  • Yield Management
  • Network-effects
  • Affiliate
  • Cash machine
  • Blitzscaling
  • Brand equity
  • Vendor lease
  • End-to-end customer experience

And more…

The evolution of Uber’s business model

Uber’s business model is a dynamic and evolving framework. Over the years, Uber has introduced several innovative developments to enhance its core offerings. Let’s dive into 1 interesting business model evolvement.

1. Uber Eats | Uber Business Model Canvas example

Uber Eats: Launched in 2014, Uber Eats expanded Uber’s reach into food delivery, allowing users to order meals from local restaurants via the Uber app. This diversification capitalizes on Uber’s existing infrastructure and expertise in logistics​ (Uber)​​ (Uber)​.

I think this Uber Business Model Canvas example is great because:

  • They capitalizes on Uber’s existing infrastructure and expertise in logistics.
  • They approach a new growing market, where they can directly compete against the established order with their existing assets (Just Eat, Deliveroo, etc.).

What can you learn from this example?

I hope the Uber’s Business Model Canvas examples has inspired you. What can your company learn from Uber’s businessmodel? Perhaps it’s time to rethink your value propositions, explore new market segments, or enhance customer relationships. Subscribe to our innovation newsletter for more inspiration. Need help to create winning business models? Consider Business Growth Consulting, were we help you boost your business by our Business Model Experts.

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