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GO-JEK (A): Launching a Mobile Ride-Sharing and Food Delivery Digital Platform in Indonesia

Published 23 Apr 2018
Reference 6387
Region Asia
Summary

Go-Jek, a ride-sharing, food-delivery and logistics company, was the first ‘unicorn’ startup (private company valued over $1 billion) to be founded in Indonesia. Case (A) focuses on the launch of Go-Jek as a mobile ride-sharing and food delivery platform, the network effects, and the digital disruption of existing taxi drivers. Case (B) describes the competition with digital entrants Uber and Grab and with incumbent taxi companies, and its use of funds from Sequoia, Rakuten, KKR, Temasek, Tencent, and Google to compete. Case (C) explores Go-Jek’s product experimentation in financial services with the Go-Pay wallet, potential international expansion and the ultimate goal to achieve 'super app' status (like Alipay and Wechat in China) in Southeast Asia.

Teaching objectives

This case series offers lessons in digital entrepreneurship, launching platforms, network effects, platform competition, product experimentation, internationalization by start-ups, and diversification to become a 'super app'.

Keywords
  • Digital Entrepreneurship
  • Platforms
  • Network Effects
  • Experimentation
  • Ride-sharing
  • Transportation and Logistics
  • Lean Startup
  • Two-sided market
  • Indonesia
  • Southeast Asia
  • Singapore
  • Q31718
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