Iyo ichangoburwa mudiwa we venture capital ndiyo online inokurumidza kuburitsa grocery indasitiri. Getir ikambani yeTurkey ine makore matanhatu ekuzvarwa iri kuyedza kukunda vakwikwidzi vayo mukuwedzera kwepasirese.
London-Mutsva anopinda anovhara pakati peUber Eats, Just Eat uye Deliveroo mabhasikoro nema scooters ari pakati peLondon anovimbisa kugutsa zvishuwo zvako zvechokoreti mabara kana pint yeaizikirimu nekukasika: Kambani yeTurkey Getir inoti ichaendesa magirosari ako mumaminitsi gumi. .
Kumhanyisa kweGetir kunouya kubva kunetiweki yenzvimbo dzekuchengetera dziri pedyo, inoenderana nekambani ichangoburwa inokatyamadza kumhanya kwekuwedzera. Makore mashanu nehafu mushure mokutanga modhi muTurkey, yakangoerekana yavhurwa munyika nhanhatu dzeEurope gore rino, yakawana mukwikwidzi, uye inotarisirwa kutanga mashandiro mumaguta matatu eUS, kusanganisira New York, pakupera kwa2021. mwedzi mitanhatu chete, Getir akakwidza mari inosvika bhiriyoni imwe chete yemadhora kuti ikurudzire kubuda uku.
“Takakurumidzisa hurongwa hwedu hwokuenda kunyika dzakawanda nokuti kana tikasazviita, vamwe vachazviita,” akadaro muvambi weGetir Nazem Salur (shoko iri rinoreva “kuunza” muchiTurkey. revo ye). "Uyu mujaho wekupikisa nguva."
VaSaruer vakatarisa kumashure uye vaive chokwadi. MuLondon chete, mugore rapfuura kana kupfuura, makambani mashanu matsva ekutakura grocery aenda kumigwagwa. Glovo ikambani yeSpanish ine makore matanhatu inopa chikafu chekudyira uye girosari. Yakakwidza mari inodarika mabhiriyoni mashanu emadhora muna Kubvumbi. Mwedzi wapfuura, Philadelphia-based Gopuff yakasimudza mari kubva kune vanoisa mari kusanganisira iyo SoftBank Vision Fund $ 1.5 bhiriyoni.
Munguva yedenda, dzimba dzakavharwa kwemwedzi uye mamirioni avanhu akatanga kushandisa online grocery. Pakave nekuwanda kwekunyoreswa kwekutakura kwezvinhu zvakawanda, kusanganisira waini, kofi, maruva uye pasta. Vagadziri vemari vatora nguva ino uye makambani anotsigira anogona kukuunzira chero chaunoda, kwete nekukurumidza, asi mukati memaminitsi, ingave yemwana diaper, pizza yakaomeswa kana bhodhoro re iced champagne.
Kukurumidza kutakura grocery ndiyo nhanho inotevera mune yakasarudzika wave inotsigirwa ne venture capital. Chizvarwa ichi chakajaira kuodha masevhisi etekisi mukati memaminitsi, kuenda kuzororo mudzimba dzakachipa kuburikidza neAirbnb, uye kupa varaidzo yakawanda painodiwa.
"Izvi hazvisi zvevapfumi, vapfumi, vapfumi vanogona kutambisa," Mr. Saruer vakadaro. "Uyu mubhadharo unokwanisika," akawedzera. "Iyi inzira yakachipa yekuzvirapa."
Kubatsira kweindasitiri yekuendesa chikafu kwange kusinganzwisisike. Asi maererano nedata rePitchBook, izvi hazvina kumisa venture capitalists kubva pakudyara mari inosvika madhora mabhiriyoni gumi nemana mukuendesa girosari kubva kutanga kwa2020. Gore rino chete, Getir akapedza kutenderera katatu kwemari.
Getir inobatsira here? “Aiwa, kwete,” vakadaro VaSaruer. Akataura kuti mushure megore rimwe kana maviri, nharaunda inogona kuita purofiti, asi izvi hazvireve kuti kambani yese yatove nepurofiti.
Alex Frederick, muongorori wePitchBook anodzidza indasitiri yechikafu, akati indasitiri iyi inoita kunge iri kusangana nenguva yekuwedzera kweblitz. (Reid Hoffman) akagadzirwa kutsanangura pasi rese vatengi base yekambani inokwikwidza kupa masevhisi pamberi pemukwikwidzi. VaFrederick vakawedzera vachiti pari zvino pane makwikwi akawanda pakati pemakambani, asi hapana musiyano mukuru.
Mumwe wevakatanga mariri vekutanga veGetir aive Michael Moritz, bhirioni venture capitalist uye Sequoia Capital shamwari, anozivikanwa nekubheja kwake kwekutanga paGoogle, PayPal, uye Zappos. "Getir yakamutsa kufarira kwangu nekuti handisati ndanzwa chero vatengi vachigunun'una kuti vakagamuchira maodha nekukasira," akadaro.
"Kuendesa kwemaminetsi gumi kunonzwika nyore, asi vatsva vanozoona kuti kukwidza mari ndicho chikamu chiri nyore chebhizinesi," akadaro. Akataura kuti zvakatora Getir makore matanhatu- "kusingaperi kwenyika yedu" - kugadzirisa matambudziko ayo ekushanda.
Zvisinei neizvi, migwagwa yemumadhorobha pasi rose ichiri kutsviriridza nemabasa ekupa girosari ari kubuda. Sezvo makwikwi achiwedzera, makambani ekutaura muLondon-akadai seGorilla, Weezy, Dija neZapp-anga achipa zvidzikiso zvakakura kwazvo. Pane imwe nguva, Getir akapa chikafu chaikosha makirogiramu gumi nemashanu (inenge US$20.50) pamapenzi gumi (anenge masendi gumi nemashanu).
Izvi hazvisanganisire masevhisi ekutora apinda mumagirosari (akadai seDeliveroo). Zvino, kunyangwe nekumhanya kunononoka, ikozvino kune masupamaketi uye zvitoro zvepakona zvinopa masevhisi ekutumira, pamwe neAmazon's supermarket services.
Kana kukwidziridzwa kwapera, vashandisi vachagadzira hunhu hwakasimba hwakakwana kana kuvimbika kwemhando yakakwana? Iyo yekupedzisira purofiti inomanikidza inoreva kuti haasi ese emakambani aya achararama.
VaSalur vakati havatyi kukwikwidza mukukurumidza kutakura girosari. Anotarisira kuti nyika yega yega ine makambani akati wandei, kungofanana nemacheni emasupamaketi ane makwikwi. Yakamirira kuUnited States iGopuff, iyo ine mabasa mumatunhu makumi mana nematatu uye inonzi iri kutsvaga mari inosvika mabhiriyoni gumi nemashanu emadhora.
Saruer, makumi mashanu neshanu, akatengesa fekitori yakavharwa kwemakore mazhinji, achitanga bhizinesi gare gare mubasa rake. Kubva ipapo, tarisiro yake yanga iri yekumhanyisa uye yemaguta Logistics. Akavamba Getir muIstanbul muna 2015 nevamwe vaviri vanoisa mari, uye makore matatu gare gare akagadzira chirongwa chekukwira-chairi chinogona kupa vanhu mota mumaminetsi matatu. Muna Kurume wegore rino, apo Getir akasimudza 300 miriyoni US madhora, kambani yaikosha 2.6 bhiriyoni US madhora, ikava Turkey yechipiri unicorn, uye kambani yaikosha inodarika bhiriyoni imwe US dollar. Nhasi, kambani inokosheswa pamadhora 7.5 bhiriyoni.
Mumazuva ekutanga, Getir akaedza nzira mbiri kuzadzisa chinangwa chake chemaminitsi gumi. Method 1: Inochengeta 300 kusvika ku400 zvigadzirwa zvekambani murori yanga ichifamba. Asi huwandu hwezvigadzirwa zvinodiwa nemutengi zvinodarika huwandu hwerori (kambani ikozvino inofungidzira kuti iyo yakakwana nhamba inenge 1,500). Delivery yekombi yakasiiwa.
Iyo kambani yakasarudza Method 2: Kuendesa kuburikidza nemabhasikoro emagetsi kana mopeds kubva kune dzakatevedzana dzinonzi zvitoro zverima (musanganiswa wedzimba dzekuchengetera zvinhu uye zvitoro zvidiki zvisina vatengi), nzira dzakatetepa dzakamisikidzwa nemasherufu egirosari. MuLondon, Getir ine zvitoro zvitema zvinopfuura makumi matatu uye yakatotanga kutumira muManchester neBirmingham. Inovhura zvitoro zvinosvika gumi muUK mwedzi wega wega uye inotarisirwa kuvhura zvitoro zana mukupera kwegore rino. VaSalur vakati vatengi vakawanda vanoreva zvakawanda, kwete chitoro chikuru.
Dambudziko nderekutsvaga zvivakwa izvi - dzinofanirwa kunge dziri padyo nedzimba dzevanhu - uyezve kubata nevakuru venzvimbo dzakasiyana. Somuenzaniso, London yakakamurwa kuva matare akadaro 33, rimwe nerimwe rinopa mvumo uye zvisarudzo zvokuronga.
MuBattersea, maodzanyemba akadziva kumadokero kweLondon, Vito Parrinello, maneja wezvitoro zvisiri pamutemo zvakati wandei, akatsunga kusarega vakomana vanotakura chikafu vachikanganisa vavakidzani vavo vatsva. Iyo yakasviba shopu iri pasi penjanji arch, yakavanzwa kuseri kweimba ichangobva kugadzirwa. Pamativi ose emagetsi ekumirira scooter, pane zviratidzo zvinoti "Hapana kusvuta, kwete kudanidzira, hapana mimhanzi huru".
Mukati, muchanzwa mabhero ekuzivisa vashandi kuti maodha ari kuuya. Munhongi anosarudza tswanda, ounganidza zvinhu zvacho ozvirongedza mumabhegi kuti mutasvi ashandise. Rumwe madziro maive makazara mafiriji, rimwe racho raive nechampagne chete. Chero nguva, kune vaviri kana vatatu vanhongi vakavharirwa munzira, asi muBattersea, mhepo yakadzikama uye yakanyarara, iri kure nenyaya yekuti mafambiro avo akarurama kusvika kune yechipiri. Muzuva rekupedzisira, avhareji yenguva yekurongedza odha yaive 103 masekonzi.
VaParrinello vakati kupfupisa nguva yekuendesa kunoda kushanda zvakanaka kwechitoro-haifanire kuvimba nevatyairi vanotsvanzvadzira kune vatengi. “Handidi kuti vanzwe dzvinyiriro yokumhanya mumugwagwa,” akawedzera kudaro.
Zvakakosha kuziva kuti vazhinji vevashandi veGetir vashandi venguva yakazara, vane mubhadharo wezororo nepenjeni, nokuti kambani inodzivisa gig economic model iyo yakakonzera mhosva nemakambani akadai seUber neDeliveroo. Asi inopa zvibvumirano zvevanhu vanoda kushanduka-shanduka kana kungotsvaga mabasa enguva pfupi.
"Pane pfungwa yekuti kana basa iri risiri chibvumirano, harigone kushanda," Mr. Salur vakadaro. "Handibvumirani nazvo, zvichashanda." Akawedzera kuti: "Ukaona zvitoro zvikuru, mamwe makambani ese aya akahaya vashandi uye havazobhuroke."
Kuhaya vashandi panzvimbo yemakondirakiti kunounza kuvimbika, asi kunouya pamutengo. Getir anotenga zvigadzirwa kubva kune vatengesi vobva vachaja mubhadharo uri 5% kusvika 8% yakakwira pane mutengo wesupermarket hombe. Chinonyanya kukosha, mutengo hausi kudhura zvakanyanya kupfuura mutengo wechitoro chidiki chenzvimbo.
VaSalur vakataura kuti 95% yezvitoro zvakasviba muTurkey vane franchise dzakazvimirira, vachiwedzera kuti anotenda kuti hurongwa uhu hunogona kuburitsa vatungamiri vari nani. Kana iyo musika mutsva wawedzera kukura, Getir anogona kuunza iyi modhi kumusika mutsva.
Asi rino igore rakabatikana. Kusvika 2021, Getir ichangoshanda muTurkey. Gore rino, kuwedzera kumaguta eEngland, Getir akawedzerawo kuAmsterdam, Paris neBerlin. Mukutanga kwaChikunguru, Getir yakaita kutora kwayo kwekutanga: Blok, imwe kambani yekutakura grocery inoshanda muSpain neItari. Yakatangwa mwedzi mishanu chete yapfuura.
Nguva yekutumira: Oct-18-2021