Memo: The DoorDash OS

DoorDash has an opportunity to power an evolved, local commerce economy where urbanization has taken a back seat to remote work, the homestead is more relevant than ever before, and the “arming of the rebels” has yet to capture the imagination of Main Street businesses. This is bigger than late night takeout: Food delivery is to DoorDash what book sales were to Amazon.

A singular failure has shaped my understanding of commerce and how digital would influence physical retail. In 2014, eCommerce accounted for just 7.7% of US retail sales, the investment into urbanization had a positive trajectory, and apps like Postmates and DoorDash had begun to eat market share of incumbents like Grubhub. With that backdrop, a close friend and I pieced together a mobile application with a simple marketplace function. It featured an open chat room to guide users through recommendations, sales, and checkout.

The experiment had one goal: To understand if eCommerce could improve the viability of local, analog retail businesses. To do so, we targeted hard goods (not food products). We built atop Uber’s then-available pricing API and enabled independent retailers to market their products within our app and ship products as far as 20 miles outside of the city. Uber’s drivers delivered the goods to their homes.

To accomplish this, we indexed the goods of independent retailers and tracked inventory with a relatively light integration that relied on imported Quickbooks data. And then each product’s corresponding image was pulled into the app through .JSON web calls. Given that the vast majority of featured stores were within a mile of us, contractors were tasked with acquiring the goods and bringing them to a central location to stage for delivery by Uber. The last shipment left by the close of business and inventory was painstakingly updated upon the completion of each business day. In just under a year, the app sold $627,000 in top line sales at an average margin of around 17%.

That’s where the positives ended. The price of doing business with Uber was costly and the fleet of drivers was subpar, causing a number of customer service issues. The demand for hard goods was outpaced by the demand for perishable goods (food). And the area’s physical retail scene was a draw, so most consumers opted to walk, drive, or bike over instead. The app eventually amounted to an expensive experiment in between jobs.

The Difference: Now and Then

The experiment wasn’t a complete failure, however. By the time that we shut the application down, we’d developed a better understanding of the intersections between real estate, retail, technology, and the limitations of small businesses. I also learned an important lesson about eCommerce adoption: 2014 was far too early. Today, the former 7.7% share of retail (in 2014) sales has tripled. Nearly one of every four dollars is spent online in 2020.

Given that our focus was on non-coastal markets and second-tier cities, the marketplace helped us understand the needs of retailers outside of the country’s main retail hubs: Los Angeles, New York, San Francisco, and so on. The app experience was nowhere near perfect, but the experiment was valuable. I went on to build DTC brands, founding 2PM Inc just a year later. That friend of mine became the founder of Loop Returns.

Fast forward and many of the retailers who once considered eCommerce a distraction have now invested heavily into building online retail as a primary channel. Consider Josh Quinn of Ohio’s Tiger Tree, a multi-million dollar independent retailer and former partner of our app experiment. Quinn recently shuttered Tiger Tree’s doors to pursue an eCommerce-first strategy. He said:

It’s an interesting example of just how fast retail has accelerated in six years. To say I don’t think my customers would have seen the utility in an on-demand delivery solution seems laughable now. But we could have been better positioned. We did so well as brick-and-mortar stores that it kept us from investing the way we should have. It hurts to think of where we’d be if we would have put the time into eCommerce back then.

Quinn is representative of a large swath of retailers who relied upon a brick-and-mortar business before the pandemic. But he won’t make the mistake again. He added: “We are in the middle of local online retail being a thing. Almost half of our eCommerce orders go to the Columbus, Ohio area.”

This is the new economy that DoorDash is primed to capture. The permanence of remote work culture and the restrictions placed on urban dining and nightlife has spawned three separate trends. There is a shift from major cities to smaller ones, urban flight to suburban “cities”, and housing to the all-encompassing homestead.

Sanitized urbanization removes the perceived risks of living in urban areas while adding the value of – what’s often – upgraded infrastructure, improved schools, and lower tax bases. [2PM, 1]

As remote work and distance learning continues to become more commonplace, entertainment, commerce, and utility will shift from physical to digital as well. There has been an extraordinary shift from thinking along the lines of office perks to thinking about optimizing the home. Consider Wayfair’s sudden shift of fortune. In 2017, the furniture reseller traded at a $5 billion market cap. Today it trades at nearly $26 billion, a growth emblematic of a boom in redesigning the home for modern needs: remote work, leisure, and comfort.

If this is any indication of how small business owners will react to these macroeconomic changes, we can expect second and third-order effects in the housing market to continue to materialize.

Inside The Home

Like Postmates, which has long tested hard goods marketplace capabilities, DoorDash’s opportunity lies with supporting the businesses of independent retailers by providing new opportunity for them. Not just by delivering the goods but by fostering a marketplace that expands their reach to wider, local audiences. By streamlining retailers as sources of goods and developing new initiatives to reach customers, their marketplace partners will be more inclined to view DoorDash as an effective customer acquisition engine.

A possible future as DoorDash embraces the shift to the homestead (and innovative demand-gen partnerships).

Success or failure will depend on growth beyond food delivery as the core model. This means that the development of efficient customer acquisition, fair and incentivized pay for its last-mile workforce, and paths to hyper growth in gross merchandising volume are key to the company’s long term viability. Consider this excerpt from a recent analysis on DoorDash:

That inability to change the business model is also likely to keep DoorDash from making any meaningful profit. Grubhub, the only US food delivery service on the stock market, recently complained that food delivery is not enough to build a sustainable and profitable business. [2]

By instituting a local marketplace model, DoorDash would encourage retailers like Quinn who find value in reaching more customers in their cities without relying upon the postal service for delivery. Quinn cited his frustration with existing local shipping models:

Independent retailers like us are facing something of a crisis with USPS shipments being delayed. Not that I am blaming them – I understand the strains on their system.

Amazon Prime has popularized next day and same day delivery. Services like HBO Max have begun to shift resources away from physical theaters and towards home-streaming models. And founded a year before our local commerce experiment, DoorDash is now trading at $55.6 billion. Like Jeff Bezos former marketplace of books, Tony Xu’s marketplace of local retailers is in its infancy. While intended for restaurants, the technology could easily be applied to retailers. And while DoorDash touts partnerships with large and sophisticated companies (Macy’s, etc), the delivery app’s real opportunity lies with locally-owned retailers who’d rely on DoorDash for the technical expertise and the audience to grow their businesses – a model that not even Shopify could compete with right now.

In its short existence, DoorDash has evolved well beyond just  delivery logistics, adding services like Storefront, which enables merchants to set up digital ordering directly from their native channels. [3]

We look at apps like DoorDash and see food delivery. Rather, view them as the last-mile enabler for businesses who are leaning into localized eCommerce. Food delivery, alone, will not justify the $50+ billion market cap but a city-by-city network of local retailers may. This is the eCommerce era now. Like every other retailer, DoorDash must learn to create new demand and service it with creative solutions. I suspect that the company’s reach will soon extend beyond your kitchen or your mobile phones. In the near future, the app may function more like a retail operating system.

Por Web Smith | Redacción: Hilary Milnes | Arte: Alex Remy | About 2PM

Members: Juneteenth and American Dreams

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The discussion between us was slow and every answer labored. It was difficult to tactfully explain the concept of an “unnecessary wait.”

There’s always a wait.

Modern Retail editor Cale Weissman wanted to understand the Black perspective of those of us in eCommerce. I didn’t have many answers for him. I worked to moderate my responses, struggling to mask volumes of persisting frustrations within the digital industries. At one point, Weissman asked for a list of venture-backed founders in the direct-to-consumer space. There was, of course, the obvious answer. Tristan Walker rolls off the tongue. But I didn’t have a novel response in that moment and I was ashamed of that. There are so few Black professionals in this space. For the vast majority of prospective executives, founders, or investors, they’re still waiting.

A portmanteau of “June” and “nineteenth”, you’ll see Juneteenth celebrations from Target, Nike, Glossier, Deciem, Ford Motors, Adobe, Allstate, Altria, Best Buy, Google, JPMorgan, Lyft, Mastercard, Postmates, Tesla, SpaceX, RXBar, Spotify, Twitter, Square, Workday, Uber, and countless others. Most of it will be in vain and some of the efforts will be widely panned.

Dino-Ray “96,000” Ramos on Twitter: “.@Snapchat released a statement about their #Juneteenth filter… pic.twitter.com/KWPZnlWG3n / Twitter”

@Snapchat released a statement about their #Juneteenth filter… pic.twitter.com/KWPZnlWG3n

You’ll observe brands, people, and media commentators missing the point. You’ll see gimmicks, carefully crafted statements, and an oversimplification of a complex period in American history. Imagine our great grandchildren over-simplifying the present day.

For some of us, Juneteenth was only sort of a celebration. Imagine wanting something for your entire life and then waiting two and a half more years for that something. It’s a bittersweet celebration. For those of us who descended from those strong-minded South Texans, today is the annual reminder of their physical, mental, and emotional resilience. It’s a reminder of our inherited endurance, will, and resourcefulness. There’s always a wait. So, Juneteenth: a celebration, sure. A national holiday? Of course. But within the confines of the classrooms, offices, or neighborhoods of our American cities, Juneteenth should be a day to reflect on the waits that remain.

Grandchild of Slaves and Grandma to Me

Dorothy Smith’s grandson’s first essay remained on her bookshelf. It was an elementary school recount of Jack Roosevelt Robinson’s embattled life, the first man to cross the color barrier in Major League Baseball. I remember the essay because in 1992, it was my first time using a color printer for a school project. I recall the pride of using an image of his baseball card as the hook for a project that made me emotional, even as a nine-year-old. The eight-page report was double-spaced with size 18 font. For some reason, she was proud of that essay and it remained in her home until her passing in April of 2014. She’d critique the cadence and the word choices. She’d implore me to slow down when I read it aloud; I stuttered heavily back then. I credit our conversations for helping to heal that ailment.

Between 1992 and 2014, she’d go on to help me with a number of essays. As she got older and less capable, she’d listen to me narrate the stories that I wrote. But earlier in my life, she’d actually help me write them. A highly educated woman, she was my hero. By the end of this essay, she might be yours. One of those essays was a seventh grade report on Juneteenth’s impact on my own family. I’ll never forget her input:

The message of freedom didn’t make it all the way down here and, so, they had to wait a little bit longer. There was always a wait. There’s always a wait.

President Abraham Lincoln drafted Proclamation 95 in September 22, 1862. Imagine hearing word of this proclamation and then waiting for it to save you. It was effective, five months later, as of January 1, 1863. Imagine counting down those days to freedom. For some, the count was far longer. For that lot, their freedom was hidden by economic and political disdain for the federal order. It would be an additional two years before my relatives heard the news.

Every advocate of slavery naturally desires to see blasted, and crushed, the liberty promised the black man by the new constitution.

Those were the words of Abraham Lincoln in 1864 to Union General Stephen Hurlbut, an ally on paper but a critic in private. Even after the order, a number of states avoided the action required to fulfill the president’s wishes. According to Dorothy Smith, the population of Texas was aware of their ordered freedom long before they received it. For them, it was a painful wait. I’ll never forget the emphasis on “there’s always a wait.” These were the words of Dorothy Smith: child of laborers and sharecroppers. She was an entrepreneur, a retailer, a real estate agent, and mother to six college graduates. Dorothy was the grandchild of Texas slaves and my grandmother.

Her grandparents were born in 1858 and 1853. Dave and Sallie Draper Hill were born enslaved in Panola, a small town on the border of Texas and Louisiana. They were of the last American slaves freed by that Galveston, Texas order on June 19th, 1865. They’d later marry in 1881. According to the 1900 census, they’d go on to have 12 children. My great-grandmother was born in 1895. She’d later become an independent farmer, raising cattle, pigs, chickens. She grew and sold vegetables and she tended to a fruit tree orchard on her property. Her daughter would marry James Smith in 1944 and remain married to the Army Air Corps veteran until their passing – one year apart.

I always contemplate what earlier generations of my family would have done with real opportunity. It always seemed as though they were capable, potent, and waiting. It was Dorothy who we credit with taking matters into her own hands. She was defiant in her capitalism, her pursuit of education, her politics, her advocacy, and the opportunities afforded to her six children. She resented the idea of Juneteenth, in ways. It represented neglect and deception, a stalling of opportunity. It was the embodiment of an unnecessary wait for the opportunity to live a full life.

She stopped waiting.

The Sudden Retailer

With her meager savings, she launched two businesses that operated in tandem. Both companies were within the same strip mall and they’d feed each other business for decades. A licensed barber and realtor, “Melody” became her calling card. By the mid-1950’s, the barbershop generated substantial cash flow, allowing her to hire staff and procure basic wholesale partnerships. Her storefront would double as a beauty supply retailer, amplifying her earnings by catering to an audience with few places else to shop. This should sound like a familiar strategy. Her clientele was working class and upwardly mobile, a trend that would continue throughout the Civil Rights era.

Many would eventually buy homes in the area Northeast area of downtown Houston. Melody Realty would be one of their guides. The Fifth Ward was an area where Black Americans could buy homes without political or social persecution. Regardless of one’s wealth, the city’s affluent remained deed restricted – first legally and then by proxy. The middle-class son of a Texas Instruments engineer and flight attendant, I’d later be born in that same downtrodden area in 1983. Thirty years later, the city’s deed policies remained. There’s always a wait.

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Pictured: Dorothy, right, with her son.

Dorothy would later become one of the preferred real estate agent of her area. In this way, her storefront operated as a funnel. Her Melody brand of business blended short-term cash flows with longer-term windfalls. It changed the trajectory of our family. James, an Army Air Corps veteran, and Dorothy would send six children to colleges across the United States throughout the 1960s and 1970s. All would graduate and five would go on to have children. By the time that we were born, the idea of college was an afterthought. It was just another task for us. And so was entrepreneurship.

Dorothy would enforce a strict policy for each of her children. My father and his siblings would be required to earn their barber’s license while in high school. This sense of economic independence would propel a number of those children to impactful lives in business, religion, and medicine. Today, Melody Realty continues to operate in the Houston area, a testament to her work.

Conclusion: Ending The Wait

By the time I was born, she’d complete classes at Rice University. She was omnipresent in our lives and she stressed the importance of sacrifice. Dorothy Smith’s life had a profound impact on my own. In our home, she’s taken the form of a superhero. Imagine being born into a world that penned you for one thing and then choosing to achieve something more. She’d send six kids to school before the United States provided her the right to vote. My father was 13 when the Voting Rights Act passed. There’s always a wait.

Dorothy was uncomfortable with Juneteenth because it was symbolic of the proverbial weight of an unnecessary wait. This same concept can be applied across generations, including our own. Dorothy would argue that she was nothing special. Imagine what her parents could have done with the freedoms that Dorothy possessed. I can envision Dorothy Smith atop of our industry, if she was born during my lifetime.

The story of upward mobility in America is one of waiting. In the 1800s, it was for freedom. It the early 1900s, it was waiting for the dignity of citizenship. In the late 1900s, it was the wait for legal equality. And today, it’s the wait for equity in treatment and opportunity. We’re still in the proverbial period of waiting.

Today, we are celebrating the overcoming of adversity. It’s not intended to be a pleasant memory. I’d have preferred to celebrate no Juneteenth at all. I am sure that Sallie and Dave Hill would have agreed. When you’re deserving of opportunity, every single moment without it will feel like a decade. Now, imagine how two years of waiting may feel. The daughter of field laborers, she birthed a generation of Black professionals. Her life was a force function that bent time. There should have been more Dorothy’s in the 1950s and 1960s. There should be more of her children. We have to recognize that an unnecessary wait is just as fraught as no opportunity at all.

The hope is that, today and every day forward, we work to bend time. The leadership of the industries that define American exceptionalism should reflect America. We should provide opportunity, fill executive suites, hire the best people, invest in resilient entrepreneurs, mentor, lead, build, uplift, and provide the freedoms that some Americans take for granted.

There are more Dorothy’s than we know and some of them are waiting. The 45 second pause between Weissman’s question and my answer likely made him as uncomfortable as it made me. In a better version of our world, I would have answered his question with ease. It’s critical that we identify our own unnecessary waits. Once we do, it’s our responsibility to end those waits with opportunity. It’s the one small change that can alter the course of generations.

Essay: Dorothy’s Grandson | Editor: Hilary Milnes | Art: Alex Remy | About

Member Anecdote: The Last Marketplace

2PM - Point

You’re in Austin for a business trip, and you need to make a last-minute reservation near Sixth Street for a few colleagues. In the old days, that would have involved a phone call and some light negotiation. Today, it’s one of the foremost examples of the digitization of physical retail.

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