Launching and Managing New Service Category : The Case of Urban Company

Abstract

The dissertation explores the introduction and operations of the type of emergent services in the on-demand home services market, focusing on the case of Insta Help offered by Urban Company. It outlines the strategic planning, operational issues, and planning structures necessary in the development of customer confidence and service expansion as it applies in the gig economy. I worked in Business Development and Operations divisions during my internship and was in charge of acquiring partners, conducting background checks, resolving grievances and managing operations in Hiranandani, Lake Homes and Nahar. I also contributed the stabilization of the category by reducing cancellations and absenteeism and strengthening relations with partners. There was a short lived experience with the marketing team which provided and enhanced more exposure to promotional aspects, thus the need to align business development and operational excellence in a success launch of the category. Through the guidance of my great faculty advisor, Dr. Shilpa Verma, I managed to overcome the gap between theoretical constructs and their practical implementation in the business development. The year of my apprenticeship significantly impacted personal and professional growth, which made me record the experience of this learning process in a dissertation where I will be trying to argue that contemporary businesses need an entrepreneurial spirit. This executive summary is a preview of the in-depth information and knowledge gained in later chapters of the report, thus demonstrating the importance of an internship opportunity at Urban Company.