Is it better for Getir to invest in customer acquisition or retention programs for long-term growth?

Introduction

The trade-off between investing in customer acquisition or retention programs is a critical decision for Getir's long-term growth. As a rapid delivery service, Getir's success hinges on balancing new user growth with maintaining a loyal customer base. I'll analyze this trade-off by examining Getir's business model, user behavior, and market dynamics to provide a strategic recommendation.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm thinking Getir's current market position and competitive landscape are crucial. Could you share insights on our market share and primary competitors?

Why it matters: Helps determine if growth or retention is more pressing Expected answer: Moderate market share, facing intense competition Impact on approach: Would lean towards acquisition if market share is low

• Business Context: Based on Getir's rapid expansion, I assume growth is a top priority. How does this trade-off align with our current strategic objectives?

Why it matters: Ensures alignment with overall business strategy Expected answer: Growth is key, but profitability is becoming more important Impact on approach: Would balance acquisition and retention based on profitability goals

• User Impact: Considering our user segments, I'm curious about our customer lifetime value (LTV) across different cohorts. Can you provide an overview of how LTV varies among our user base?

Why it matters: Helps identify which segments to focus on for retention or acquisition Expected answer: Higher LTV in certain demographics or usage patterns Impact on approach: Would tailor strategies to target high-value segments

• Technical: Given our platform's scalability, I'm wondering about our current capacity to handle increased user load. Are there any technical constraints we should consider when thinking about rapid user acquisition?

Why it matters: Ensures we can support growth without compromising service quality Expected answer: Some scalability concerns, but manageable with investment Impact on approach: Would factor in technical upgrade costs for acquisition strategy

• Resource: Considering our current team structure, I'm curious about our capacity to execute both acquisition and retention programs simultaneously. Do we have dedicated teams for each, or would this require resource reallocation?

Why it matters: Determines feasibility of pursuing both strategies concurrently Expected answer: Limited resources, need to prioritize one area Impact on approach: Would recommend phased approach based on resource constraints