Rider Growth Control Plane
A public, interactive version of the planning logic I built at Deliveroo: connect marketing spend to applications, hires, activation, retained supply, hours and orders, then make the trade-offs visible by city.
Public data boundary
Every city, budget and performance number below is fictional. The workflow and metric relationships reflect my experience. Nothing here is Deliveroo data.
Are we creating enough demand?
Applications
7,626
Demand created across six fictional cities
Cost per applicant
£21
Blended acquisition efficiency
Cities on target
3 / 6
Application target only, before quality
Applications
7,626
Hires
2,910
38% conversion
Activated
2,102
72% conversion
Retained
1,707
81% of active
Decision signal
Larchester hit the application target but still create weak active supply.
The response is not automatically more media. Check screening, onboarding capacity, proposition fit and early rider experience before adding budget.
City decision table
Where should attention go next?
| City | Applications | CPA | Target | Signal |
|---|---|---|---|---|
| Northport | 1,890 | £22 | 99% | Review |
| Bellwick | 1,716 | £18 | 107% | Healthy |
| Eastmere | 1,115 | £25 | 93% | Review |
| Larchester | 1,109 | £20 | 106% | Review |
| Calder | 1,093 | £17 | 109% | Healthy |
| Westhaven | 704 | £24 | 98% | Review |
1. Inputs
Spend, applications, hiring capacity, activation, retention, hours and orders.
2. Decision layer
Pacing, CPA, CPH, CPAR, cost per hour and cost per order, viewed by city.
3. Actions
Move budget, improve onboarding, change the proposition or stop low-return activity.
What this demonstrates
A dashboard is useful only when it changes a decision.
The original challenge was not simply reporting acquisition. It was connecting a fragmented growth funnel to the operational outcome the marketplace actually needed.
This reconstruction makes the key lesson tangible: an application target can look healthy while hire, activation or retention rates quietly undermine supply. The system has to follow the whole chain and point to the next intervention.