Lessons from Uber on how to build a startup with defensibility (a moat)?

In the competitive world of ride-hailing, Uber emerged as a trailblazing startup. But how did the Uber team make Uber what it is today? What stopped other competitors from replicating their business model? How did they win globally against the existing taxi market and local startup competitors such as Lyft?

One word: moat.

What is a moat?

The word moat traditionally was a deep ditch, filled with water, that was dug surrounding a castle to form a line of defence. So much business terminology derives from war strategy terminology and moat is no different.

In the context of business, a moat, coined by the legendary investor Warren Buffett, refers to a sustainable competitive advantage that sets a company apart from its competitors and makes it difficult for them to replicate or surpass its success.

In the business world, a moat acts as a barrier to entry, protecting a company’s market position and ensuring its long-term profitability. Angel Investors and Venture Capitalists (VCs) are interested in startups that have built or are building startups with moat because they indicate a higher likelihood of success and a lower risk of being disrupted by competitors.

Let’s look at Uber’s moat as an example

There were a number of moats that Uber had which allowed them to become the number 1 right-sharing app globally.

Network effects

By developing a robust mobile app, Uber seamlessly connected riders with drivers and created a two-sided marketplace. As more riders joined the platform, it attracted an increasing number of drivers seeking additional income, reinforcing the network effect. More riders led to more drivers making the network stronger and stronger.

Customer experience

Uber’s early focus on customer experience and technological innovation cemented its moat. They invested heavily in mapping technology, real-time data analytics, and surge pricing algorithms, optimizing efficiency and ensuring a superior user experience. Remember that magic moment the first time you ordered an Uber with your smartphone and if by magic 2 minutes later a cab arrived to take you to your destination.

First-mover advantage

To protect its competitive advantage, Uber aggressively expanded into new markets, creating high barriers to entry for potential competitors. They entered cities quickly, often before local regulations could catch up, allowing them to gain a first-mover advantage. This meant whether you were in San Francisco, USA or Cape Town, South Africa, you could rely on Uber.


Uber also capitalized on the power of their brand, becoming synonymous with on-demand transportation. Their brand recognition and trust among consumers further solidified their moat, making it challenging for newcomers to match their market presence.


Additionally, Uber’s ability to leverage data collected from millions of rides allowed them to optimize driver routes, reduce wait times, and continually enhance their services, making it difficult for competitors to replicate their operational efficiency.

Types of moats

As seen in the example of Uber, moat can come in many different shapes and forms. The most common barrier of entry that most people think about is probably IP (Intellectual property). However, there are numerous other ways for a startup to have MOAT.

  1. Network Effects: Companies that benefit from network effects have a moat. Network effects occur when the value of a product or service increases as more users or participants join the network. Examples include social media platforms, marketplaces, and communication tools.
  2. Brand and Reputation: A strong brand and a positive reputation can act as a moat. When customers trust and recognize a brand, they are more likely to choose its products or services over competitors, even if they are cheaper or have similar features.
  3. Switching Costs: Startups that can create high switching costs for their customers have a moat. Switching costs refer to the expenses, effort, or inconvenience customers face when switching from one product or service provider to another. Examples include enterprise software with complex integrations or platforms with user data lock-in.
  4. Economies of Scale: Companies that benefit from significant economies of scale have a moat. By operating at a larger scale, they can achieve lower costs per unit and potentially offer more competitive pricing or superior infrastructure compared to smaller competitors.


As Uber’s moat strengthened, the company diversified their offerings beyond traditional ride-hailing. They introduced services like UberEATS, expanding into the food delivery market and leveraging their existing driver network to gain a competitive edge.

Investors recognised the power of Uber’s moat, leading to significant funding rounds that fueled their expansion globally. This financial backing, coupled with its dominant position in the ride-hailing industry, solidified Uber’s status as a startup that successfully utilised a moat to achieve tremendous success.

Through network effects, technological innovation, aggressive market expansion, brand recognition, and diversification, Uber created a moat that not only revolutionised the transportation industry but also redefined the way people move from point A to point B.

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