Lyft Services and Veja Sneakers Case Quiz

Who is the senior manager of strategy and business operations of Lyft?

Rachel Tepper

What was Rachel Tepper tasked with?

Helping build and scale Lyft’s new vehicle services division

What were the two key questions for Lyft?

How could Lyft earn the trust of consumers?, Should the company revisit its value proposition?

What was Lyft’s core mission?

To improve people’s lives with the world’s best transportation

Who did Lyft first provide the Lyft Driver Center and Mobile Services to?

Its drivers, in thirteen major cities

What were the three fundamental areas that Lyft opened?

Routine maintenance, diagnostics and service, and collision repairs

When did Lyft offer its services to everyone, and how much was the automotive mechanics industry worth?

2021, $64 billion

What were Lyft’s three competitors?

Large-scale service centers, independently owned service centers, and dealerships

Who was Lyft’s target market?

Young professionals, between the ages of 20-40

What were the three most important qualities to Lyft interviewees?

Trust, reliability, and reputation

What was Lyft’s current value proposition?

“High-quality, fairly-priced vehicle services”

Who were the two founders of Veja?

Sebastien Kopp and Francois-Ghislain Morillion

What is Veja and what does it mean?

The first ethical sneaker company in the world, means “look” in Portuguese

What were Veja sneakers made from?

Wild latex sources from the Amazon river area to mitigate rubber tree deforestation, organic cotton, and vegetable-tanned leather

What was Veja’s biggest problem?

Competitors were emerging and new ethical sneaker companies were popping up

What did people predict would happen by 2015 in ethical fashion?

Ethical fashion will be booming and the use of organic cotton would become mainstream, H&M, Guess, and Banana Republic had developed a “green” line

What three values were Veja built on?

Use ecological inputs, using fair trade cotton and latex, and respecting workers’ dignity

Where did they present their first sneaker collection?

At the Who’s Next? convention in Paris

What was Morillion in charge of?

Production and finances

What was Kopp in charge of?

The commercial side

What was ASF and what did they do?

Atelier Sans Frontieres association, in charge of printing, preparing, packing, and sending online orders

Kopp and Morillion viewed fair wages as…

A means of re-establishing social justice

What could deplete the cotton used for the sneakers?

Changes in weather, such as insect plagues and violent rains

Who did Veja work with for rubber?

Amopreab and 35 rubber tapper families

What were the three problems with using chrome to tan leather?

Affected the people who tanned the leather, it polluted the water, it was not biodegradable, used conventional dying instead

What was Veja’s cost structure?

Fabrication costs were 7-8 times higher because of its ethical ways

Why did the Veja founders welcome other small brands to source from Brazil?

They felt it made Veja stronger and reduces the risk for both them and their producers

What did Veja do for advertising?

They had NO advertising, was endorsed by the media and word of mouth

What did Veja do for stock?

They did not produce extra, they produced only according to orders placed 6 months in advance

What were Veja’s limitations?

Could not afford to create laces from organic cotton because of low production, the moss used to maintain the ankle was synthetic, technical properties like comfort required additional components

What else did Veja produce?

It crafted art events as a way of connecting to customers and inspiring its own employees

What is Veja’s call to action?

Day after day, prophets of all kind are pulling the emergency cord, the entire economy is turning green and sustainable-developementising speeches are spreading around