Should Getir prioritize expanding our product range or focus on improving delivery speed?

Introduction

The key trade-off for Getir lies in prioritizing product range expansion versus improving delivery speed. This decision will significantly impact our growth strategy, operational efficiency, and customer satisfaction. I'll analyze this trade-off by examining our current market position, customer needs, and operational capabilities to provide a strategic recommendation.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm assuming Getir is facing increased competition in the quick-commerce space. Could you provide more insight into our current market share and the competitive landscape?

Why it matters: Helps determine if differentiation through product range or speed is more critical. Expected answer: Moderate market share with 2-3 strong competitors. Impact: High competition might favor speed improvement for differentiation.

• Business Context: Based on our current revenue model, I'm thinking delivery fees play a significant role. What percentage of our revenue comes from delivery fees versus product margins?

Why it matters: Influences whether to focus on increasing order frequency (speed) or basket size (range). Expected answer: 60% product margins, 40% delivery fees. Impact: Higher product margin contribution might favor range expansion.

• User Impact: Considering user behavior, I'm curious about our current average delivery time and customer satisfaction scores. Can you share these metrics?

Why it matters: Determines if speed is already a pain point or if there's more room for improvement in product selection. Expected answer: 15-minute average delivery, 4.2/5 satisfaction score. Impact: If satisfaction is high, it might suggest focusing on range expansion.

• Technical: Regarding our current infrastructure, I'm wondering about our warehouse capacity and last-mile delivery network. How close are we to maxing out our current capabilities?

Why it matters: Assesses feasibility and cost implications of each option. Expected answer: 70% warehouse capacity, delivery network near saturation. Impact: High delivery network saturation might favor product range expansion over speed improvement.

• Resource: Thinking about our team structure, how are our product and operations teams currently allocated between range management and delivery optimization?

Why it matters: Helps understand internal capabilities and potential resource constraints. Expected answer: 60% on range management, 40% on delivery optimization. Impact: Existing team allocation might influence which option is more readily actionable.