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How Startups Like Uber Get People to Work on July 4th

Discussion in 'Uber Drivers Forum' started by Dreamer, Jul 3, 2015.

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  1. Dreamer

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    Staff Member

    Jan 19, 2015
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    For tech’s burgeoning on-demand workforce, Fourth of July doesn’t mean no work. It can mean more. Companies like Uber, Lyft, Postmates, Instacart and more have to keep things humming no matter what day of the year—that’s the “on demand” part of on-demand.

    On holidays like the Fourth of July, these companies beef up their operations so they can meet extra demand. They run promotions. They offer coupons, credits, and special Fourth of July packages, like Postmates’ patriotic gear. They take the opportunity to raise awareness around causes. Uber, for instance, is partnering with Mothers Against Drunk Drivingto call attention to the issue of drunk driving—the Fourth of July weekend is one of the deadliest in the year for motorists. (Better to use Uber, the company’s pitch implies, than get into an accident you’ll regret.)

    All that extra work—ensuring personal shoppers are available for any last-minute barbecue needs, having enough cars on the road so people can get to their favorite fireworks spot without worrying about parking—means companies need a whole bunch of people on call when the rest of us are kicking back. But that’s not as easy as scheduling workers for an extra shift. Most of these on-demand startups build their businesses atop the so-called 1099 economy, in which the workers on which they depend are freelance contractors who ostensibly have the flexibility to make their own schedules. In other words, they’re supposedly free to take the day off, too.

    So how the heck do these startups make sure that on days like the Fourth, they have enough people ready to go to work?

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