Case Analyze

Case link: http://valleywag.gawker.com/leaked-ubers-internal-revenue-and-ride-request-number-1475924182

1. Based on your analysis of Uber's 'Leaked Memo' and making additional assumptions as needed, how much should Uber spend on customer acquisition (per customer)?  Explain your reasoning.

2. Describe each of the six principals of Entrepreneurial Marketing and give an example of how you would use it with your business.