1-Given Uber's recent corporate turbulence and ongoing initiatives, provide a holistic situational analysis of the environment Uber is operating in (e.g., opportunities, threats, political factors, social factors...).

2-How should Uber Elevate segment its potential customers? What pain point does Uber Elevate solve, and which segment is most lucrative? 3-What would be your plan to appeal to the needs of Uber's target market?

4-At what point can Holden's team predict that Uber Elevate will be profitable?