The $0 Marketing Strategy That Built an $11 Billion Dollar Business

The idea of standing on the side of the road anxiously waiting for a stranger to pick you up was once more synonymous with a scene from a horror film than a $11 billion tech startup. Only a decade ago, it might have been considered hitchhiking. So when Uber went in pursuit of building a peer-to-peer (P2P) rideshare startup, it wasn’t just faced with the standard chicken-or-the-egg dilemma that every P2P faces, but the grim reality that for it to stand any chance at success, it needed more than to acquire both producers (drivers) and consumers (passengers).

It needed to

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