DoorDash's Playbook for Scaling DashPass to 35M+ Members

DashPass has stayed at $9.99/month since its launch back in 2018, a choice the person who built it believes is exactly right: Jimmy Liu, the original creator of DashPass. He joined DoorDash in 2016 to run the San Francisco market, back when the company was losing $12 per delivery there, and spent his early months personally emailing every first-time customer to understand what wasn't working. Those conversations became the foundation for DashPass, and Jimmy used them to convince a skeptical l...