Is it better for Gojek to focus on user acquisition or increase revenue per active user?

Introduction

The trade-off between focusing on user acquisition or increasing revenue per active user is a critical decision for Gojek's growth strategy. This scenario involves balancing short-term revenue gains against long-term market expansion. I'll analyze this trade-off by examining Gojek's current position, potential impacts, and key metrics to guide our decision-making process.

Step 1

Clarifying Questions (3 minutes)

• Context: Based on Gojek's super app model, I'm thinking we might be at a critical growth stage. Could you share our current market penetration and growth rate in our primary markets?

Why it matters: Helps determine if we've saturated our core market or have room for expansion Expected answer: Moderate penetration with slowing growth in core markets Impact on approach: Would lean towards increasing revenue per user if market is saturated

• Business Context: I'm assuming our primary revenue streams are transaction fees and subscriptions. Can you confirm our main revenue model and if there are any upcoming strategic shifts?

Why it matters: Aligns our focus with current and future revenue strategies Expected answer: Primarily transaction-based with plans to expand subscription offerings Impact on approach: Would influence whether we prioritize increasing transaction volume or pushing premium features

• User Impact: Considering our diverse service offerings, I'm curious about user engagement across different verticals. What's the average number of services used per active user?

Why it matters: Indicates potential for cross-selling and increasing user value Expected answer: 2-3 services per active user on average Impact on approach: Low usage across verticals would suggest focusing on increasing engagement and cross-selling

• Technical: Given our platform's complexity, I'm wondering about our current system load and scalability. Are there any technical constraints that might limit rapid user growth?

Why it matters: Ensures our infrastructure can support chosen strategy Expected answer: Some scalability concerns in certain high-growth markets Impact on approach: Technical limitations might favor focusing on revenue per user in the short term

• Resource: Considering the potential strategies, I'm thinking about our current team structure. How are our product and marketing teams resourced for acquisition vs. monetization efforts?

Why it matters: Determines our readiness to execute different strategies Expected answer: Balanced team, slightly skewed towards acquisition Impact on approach: Might need to reallocate resources based on chosen strategy