1) Conversions 2) Time between when the app is downloaded to first ride 3) Ride frequency 4) Ride area. Random or match a pattern around work or events 5) Viral mechanics. How often riders give their friends invites 6) Conversion rate of invites given to friends 7) Length of being an active customer in order to determine lifetime value for different customer segments 8) Patterns around usage for different services from Line to Lux SUV (lifetime customer value) 9) Ride length as it relates to revenue 10) Since you didn't hire me you don't get 10