Reflection - Learning Launch

Challenge     I am working as Consumer Engagement at ZOlie (first decacorn in Indonesia and ​Southeast

Asian on-demand multi-service platform and digital payment technology group). GorCELL was born

as a solution to the problems faced by customers everyday. As a Consumer Engagement, we

are responsible on the demand side which is to acquire, reactivate and retain users, make them

use more than one service. Currently, we have more than 18 services in our apps such as

GoFood on food delivery, GoCar and GoRide on ride-hailing, GoSend and GoShop on logistics

service, and GoPay on digital payment. But for now we focus on GoFood service since GoFood

is the most beneficial product in our company. Our challenge is to find the right strategy to

increase market share in Makassar (Our focus city in East Indonesia) against our competitor. At

the same time we have limited Human Resource, Budget and Time execution.    Selection    We choose the learning launch as a tool because we have to do a lot of trials in order to gain  the best possible result to increase market share in a desirable budget and time.    Application    When we talk about market share first we need to look at the ‘battlefield' which is the most

important market where we are losing and in urgent need to win back. We did a continuous

observation in top 15 GoFood merchants (top GMV contributors) and we found that we are

losing by 20% against competitors. That’s why we focused our effort on those 15 merchants and

especially on the GoFood product which is as mentioned above, our most beneficial product.    We found our strength compared to our competitor in terms of cheaper final price on apps, less

complicated promo t&c, and flexible payment method. So what we did was communicate these

strengths through continuous targeted ads combined with an interesting promo campaign in a

whole month. We expected to see the change in the perception of competitor’s consumers

towards our product and become our loyal customers. These changes of perception resulted in

an increase of our market share by 30%.     Insight    By practicing a learning launch tool, we have gained some learning that is much more effective

at focusing our effort on our definite strength over competitors and on the right battlefield that

bring the biggest impact. We thought that with the results of this initiative we will have a huge

impact not only on the customer side, but also on our merchants partner side. However it only

impacted our Top 15 merchants among other hundreds of merchants who also have an

important contribution to our total GMV in Makassar. Therefore in the future learning launch we

scale up this initiative to many more merchants with much more efficient promo campaigns.    Approach    In the future we will be using learning launch tools since it is suitable with company culture to

provide service for our customers with very dynamic needs, so we need to do a lot of

experimentation in a fast paced environment and low budget. In future our learning launch

design we will not only focus on strength and battlefield, we will also focus on customer persona

approach.


Reflection - Learning Launch Challenge I am working as Consumer Engagement at ZOlie ( first decacorn in Indonesia and ​Southeast Asian on - demand multi - service platform and digital payment technology group ) . GorCELL was born as a solution to the problems faced by customers everyday . As a Consumer Engagement , we are responsible on the demand side which is to acquire , reactivate and retain users , make them use more than one service . Currently , we have more than 18 services in our apps such as GoFood on food delivery , GoCar and GoRide on ride - hailing , GoSend and GoShop on logistics service , and GoPay on digital payment . But for now we focus on GoFood service since GoFood is the most beneficial product in our company . Our challenge is to find the right strategy to increase market share in Makassar ( Our focus city in East Indonesia ) against our competitor . At the same time we have limited Human Resource , Budget and Time execution . Selection We choose the learning launch as a tool because we have to do a lot of trials in order to gain the best possible result to increase market share in a desirable budget and time . Application When we talk about market share first we need to look at the ‘ battlefield ' which is the most important market where we are losing and in urgent need to win back . We did a continuous observation in top 15 GoFood merchants ( top GMV contributors ) and we found that we are losing by 20 % against competitors . That ’s why we focused our effort on those 15 merchants and especially on the GoFood product which is as mentioned above , our most beneficial product . We found our strength compared to our competitor in terms of cheaper final price on apps , less complicated promo t&c , and flexible payment method . So what we did was communicate these strengths through continuous targeted ads combined with an interesting promo campaign in a whole month . We expected to see the change in the perception of competitor ’s consumers towards our product and become our loyal customers . These changes of perception resulted in an increase of our market share by 30 % . Insight By practicing a learning launch tool , we have gained some learning that is much more effective at focusing our effort on our definite strength over competitors and on the right battlefield that bring the biggest impact . We thought that with the results of this initiative we will have a huge impact not only on the customer side , but also on our merchants partner side . However it only impacted our Top 15 merchants among other hundreds of merchants who also have an important contribution to our total GMV in Makassar . Therefore in the future learning launch we scale up this initiative to many more merchants with much more efficient promo campaigns . Approach In the future we will be using learning launch tools since it is suitable with company culture to provide service for our customers with very dynamic needs , so we need to do a lot of experimentation in a fast paced environment and low budget . In future our learning launch design we will not only focus on strength and battlefield , we will also focus on customer persona approach .