Juniper Strategy & Operations Analysis Project

Purpose

The purpose of this analysis was to analyze the performance of Juniper's launch in NYC and how to improve its performance from a revenue perspective. Juniper is a quick-commerce food delivery service startup's performance.

Presentation

To view the complete presentation, please go to the following link: https://docs.google.com/presentation/d/1haD7JDEfmT4XP5b_Nh-x7NHV3eWUdpGoi8d4uFYzz2Q/edit?usp=drivesdk

Actions

To determine what problem we were trying to solve and help narrow our focus, we defined the inputs to our problem statement and created an issue tree.

We then used SQL and Tableau to derive insights that were relevant to helping us define and resolve our problem.

We determined our problem statement to be that Juniper shows significantly low revenue in Brooklyn & Queens and diminishing marginal revenue in Manhattan.

Results

Most of the revenue being earned in the first 4 weeks of the launch was from businesses in Manhattan. Revenue in Brooklyn and Queens was very low in comparison.

Manhattan restaurants also have the highest average order value (AOV).

Part of this may be due to Manhattan restaurants making up the majority of the businesses on the app and leading when it comes to the variety of restaurants on the app.

Additionally, revenue can potentially be increased by attracting more businesses that have high growth potential due to either high customer demand and/or high AOV.

Summary

To increase the revenue of Juniper in NYC, the following strategy can be implemented:

1. Expand number of restaurants across leading cuisine categories in Manhattan to increase revenue. If the top 4 cuisine categories grew by 50% (volume), monthly revenue would increase by ~$18k or a 15% total monthly revenue increase, keeping AOV constant.
2. Growing merchant base in Brooklyn, both in quantity and variety. If we double the number of pickup places and increase AOV by only 25% (= Manhattan’s) there would be ~2.3x of monthly revenue in Brooklyn. (~$8.2K vs $3.5k today).
3. Begin developing future considerations for a soft launch in Queens based on areas of success in Brooklyn.