Eyona nkampani ithandwayo yamva nje yi-venture capital yishishini lokuhambisa ukutya okukhawulezayo kwi-intanethi. I-Getir yinkampani yaseTurkey eneminyaka emi-6 ubudala ezama ukudlula abakhuphisana nayo abatsha ekwandiseni ihlabathi.
ILondon-Umngeneleli omtsha ohamba phakathi kwe-Uber Eats, iJust Eat kunye neebhayisekile kunye nee-scooter zeDeliveroo embindini weLondon uthembisa ukwanelisa iminqweno yakho yeetshokholethi okanye ipayinti ye-ayisikhrim ngokukhawuleza: Inkampani yaseTurkey iGetir ithi iza kuthumela ukutya kwakho kwimizuzu eli-10.
Isantya sokuhanjiswa kweGetir sivela kuthungelwano lweendawo zokugcina impahla ezikufutshane, nto leyo ehambelana nesantya esimangalisayo sokwanda kwenkampani kutshanje. Kwiminyaka emihlanu enesiqingatha emva kokuqala olu hlobo lwemodeli eTurkey, ngequbuliso yavulwa kumazwe amathandathu aseYurophu kulo nyaka, yafumana umntu okhuphisana nayo, kwaye kulindeleke ukuba iqalise ukusebenza ubuncinane kwizixeko ezintathu zase-US, kuquka neNew York, ekupheleni kuka-2021. Kwiinyanga ezintandathu nje kuphela, iGetir iqokelele phantse i-$1 yeebhiliyoni ukuxhasa olu qhambuko.
“Sikhawulezise izicwangciso zethu zokuya kumazwe amaninzi kuba ukuba asikwenzi oko, abanye baya kukwenza,” utshilo umsunguli weGetir uNazem Salur (eli gama lithetha “ukuzisa” ngesiTurkey. intsingiselo ka). “Olu lugqatso oluchasene nexesha.”
UMnu. Saruer wajonga ngasemva waza wachaneka. ELondon kuphela, kunyaka ophelileyo okanye ngaphezulu, iinkampani ezintlanu ezintsha zokuhambisa ukutya ngokukhawuleza ziye zangena ezitalatweni. IGlovo yinkampani yaseSpain eneminyaka emi-6 ubudala ebonelela ngokutya kwiindawo zokutyela kunye nokutya. Iqokelele imali engaphezulu kwe-5 yeebhiliyoni zeerandi ngo-Epreli. Kwinyanga nje edlulileyo, iGopuff esePhiladelphia iqokelele imali kubatyali-mali kuquka iSoftBank Vision Fund eyi-1.5 yeebhiliyoni zeerandi.
Ngexesha lobhubhane, amakhaya avalwa kangangeenyanga kwaye izigidi zabantu zaqala ukusebenzisa ukuhanjiswa kwevenkile kwi-intanethi. Kubekho ukwanda kokubhaliswa kokuhanjiswa kwezinto ezininzi, kubandakanya iwayini, ikofu, iintyatyambo kunye nepasta. Abatyali-mali babambe eli xesha kwaye baxhasa iinkampani ezinokukuzisela nantoni na oyifunayo, kungekuphela nje ngokukhawuleza, kodwa kwimizuzu embalwa, nokuba yi-baby diaper, i-pizza eqandisiweyo okanye ibhotile ye-champagne ebandayo.
Ukuhanjiswa kwevenkile yokutya ngokukhawuleza linyathelo elilandelayo kubomi obutofotofo obuxhaswa yi-venture capital. Esi sizukulwana siqhele uku-odola iinkonzo zeteksi kwimizuzu embalwa, sichithe iholide kwii-villas ezingabizi nge-Airbnb, kwaye sibonelela ngolonwabo olungakumbi xa lufunwa.
“Oku akupheleli nje kwabo bazizityebi, abo bazizityebi, abo bazizityebi banokuchitha,” utshilo uMnu. Saruer. “Le yiprimiyamu efikelelekayo,” wongezelela. “Le yindlela engabizi kakhulu yokuziphilisa.”
Inzuzo yoshishino lokuhambisa ukutya ibingafumaneki lula. Kodwa ngokwedatha yePitchBook, oku akuzange kubathintele oosomashishini abaphambili ekutshaleni imali malunga ne-14 yeebhiliyoni zeerandi ekuhambiseni ukutya kwi-intanethi ukususela ekuqaleni kuka-2020. Kulo nyaka kuphela, iGetir igqibe imijikelo emithathu yokuxhasa ngemali.
Ngaba iGetir inenzuzo? “Hayi, hayi,” utshilo uMnu. Saruer. Uthe emva konyaka omnye okanye emibini, uluntu lunokuba nenzuzo, kodwa oku akuthethi ukuba yonke inkampani sele inenzuzo.
U-Alex Frederick, umhlalutyi kwiPitchBook ofunda ngeshishini letekhnoloji yokutya, uthe eli shishini libonakala lifumana ixesha lokwanda kwe-blitz. (Reid Hoffman) lenzelwe ukuchaza isiseko sabathengi behlabathi senkampani ekhuphisanayo ukubonelela ngeenkonzo ngaphambi kwayo nayiphi na inkampani ekhuphisanayo. UMnu. Frederick wongeze ngelithi okwangoku, kukho ukhuphiswano olukhulu phakathi kweenkampani, kodwa akukho mahluko mkhulu.
Omnye wabatyali-mali bokuqala abakhulu beGetir yayinguMichael Moritz, usomashishini osomashishini odumileyo kunye neqabane leSequoia Capital, owaziwa ngokubheja kwakhe kwasekuqaleni kwiGoogle, PayPal, kunye neZappos. “IGetir yandivuselela umdla kuba andikaze ndive abathengi bekhalaza ngokuba bafumana iiodolo ngokukhawuleza,” utshilo.
“Ukuhambisa ngemizuzu elishumi kuvakala kulula, kodwa abantu abatsha baya kufumanisa ukuba ukuqokelela imali yeyona nto ilula kwishishini,” utshilo. Uthe kuthathe iminyaka emithandathu iGetir—“ubuphakade behlabathi lethu”—ukusombulula iingxaki zayo zokusebenza.
Nangona kunjalo, izitalato zasezidolophini kwihlabathi liphela zisagcwele iinkonzo zokuhambisa ukutya ezisakhulayo. Njengoko ukhuphiswano lusiba nzima ngakumbi, iinkampani ezithengisa ukutya ngokukhawuleza eLondon - ezifana neeGorillas, Weezy, Dija kunye neZapp - bezinikezela ngezaphulelo ezinkulu kakhulu. Ngesinye isihlandlo, iGetir yanikezela ngokutya okuxabisa iiponti ezili-15 (malunga ne-US$20.50) ngeepensi ezili-10 (malunga neesenti ezili-15).
Oku akubandakanyi iinkonzo zokutya ezithengiweyo ezithengiweyo (ezifana neDeliveroo). Emva koko, nangona isantya sihamba kancinci, ngoku kukho iivenkile ezinkulu kunye neevenkile ezikwikona ezibonelela ngeenkonzo zokuhambisa, kunye neenkonzo zeevenkile ezinkulu zeAmazon.
Xa ukukhuthazwa kuphelile, ngaba abasebenzisi baya kuba nemikhwa enamandla ngokwaneleyo okanye ukuthembeka okwaneleyo kuphawu? Uxinzelelo lwenzuzo luthetha ukuba ayizizo zonke ezi nkampani eziya kusinda.
UMnu. Salur uthe akoyiki ukukhuphisana ekuhanjisweni kwempahla ngokukhawuleza. Unethemba lokuba lonke ilizwe lineenkampani ezininzi, njengeevenkile ezinkulu ezikhuphisanayo. IGopuff ilinde eMelika, enemisebenzi kumazwe angama-43 kwaye kuthiwa ifuna ixabiso le-$15 yeebhiliyoni.
USaruer, oneminyaka engama-59 ubudala, uthengise umzi-mveliso ovaliweyo kangangeminyaka emininzi, waza waqalisa ishishini kamva emsebenzini wakhe. Ukususela ngoko, ingqwalasela yakhe ibikukukhawuleza kunye nothutho lwedolophu. Waseka iGetir e-Istanbul ngo-2015 kunye nabanye abatyali-mali ababini, kwaye emva kweminyaka emithathu wenza i-app yokukhwela abantu enokubonelela abantu ngeemoto ngemizuzu emithathu. NgoMatshi walo nyaka, xa iGetir iqokelele izigidi ezingama-300 zeedola zaseMelika, inkampani yaxabisa iibhiliyoni ezingama-2.6 zeedola zaseMelika, yaba yi-unicorn yesibini eTurkey, kwaye inkampani yaxabisa ngaphezulu kwebhiliyoni e-1 yeedola zaseMelika. Namhlanje, inkampani ixabisa iibhiliyoni ezingama-7.5 zeedola zaseMelika.
Kwimihla yokuqala, iGetir yazama iindlela ezimbini ukufezekisa usukelo lwayo lwemizuzu eli-10. Indlela yoku-1: Igcina iimveliso zenkampani ezingama-300 ukuya kuma-400 kwilori ebihamba. Kodwa inani leemveliso ezifunwa ngumthengi lidlula umthamo welori (ngoku inkampani iqikelela ukuba inani elifanelekileyo limalunga ne-1,500). Ukuhanjiswa kweveni kuyekiswa.
Le nkampani ikhethe indlela yesi-2: Ukuhanjiswa ngeebhayisekile zombane okanye ii-mopeds ezivela kuthotho lweevenkile ezimnyama (umxube weendawo zokugcina impahla kunye neevenkile ezinkulu ezincinci ezingenabathengi), iindlela ezincinci ezigcwele iishelufu zokutya. ELondon, iGetir ineevenkile ezimnyama ezingaphezu kwama-30 kwaye sele iqalile ukuthunyelwa eManchester naseBirmingham. Ivula malunga neevenkile ezili-10 e-UK inyanga nenyanga kwaye kulindeleke ukuba ivule iivenkile ezili-100 ekupheleni kwalo nyaka. UMnu. Salur uthe abathengi abaninzi bathetha okungaphezulu, hayi ivenkile enkulu.
Umceli mngeni kukufumana ezi propati—kufuneka zibe kufutshane namakhaya abantu—uze ujongane noorhulumente basekuhlaleni abahlukeneyo. Umzekelo, iLondon yahlulwe yaba ziikomiti ezingama-33 ezinjalo, nganye kuzo ikhupha iimvume kunye nezigqibo zokucwangcisa.
EBattersea, kumzantsi-ntshona weLondon, uVito Parrinello, umphathi weevenkile ezininzi ezingekho mthethweni, uzimisele ukuba angavumeli abantu abahambisa ukutya baphazamise abamelwane babo abatsha. Ivenkile emnyama ikwindawo engaphantsi kwe-arch kaloliwe, ifihlwe ngasemva kweflethi entsha. Kumacala omabini esikuta sombane esilindileyo, kukho imiqondiso ethi “Akukho kutshaya, akukho kukhwaza, akukho mculo uphezulu”.
Ngaphakathi, uza kuva iintsimbi ezihlala zikhonjiswa ukwazisa abasebenzi ukuba iiodolo ziyafika. Umkhethi ukhetha ingobozi, aqokelele izinto aze azifake kwiingxowa ukuze umkhweli azisebenzise. Olunye udonga lwaluzaliswe ziifriji, enye yazo yayinechampagne kuphela. Ngalo naliphi na ixesha, kukho abakhethi ababini okanye abathathu abavalelwa epasejini, kodwa eBattersea, umoya uzolile kwaye uzolile, nto leyo ekude kakhulu nokuba iintshukumo zabo zichanekile ukuya kweyesibini. Ngomhla wokugqibela, ixesha eliqhelekileyo lokupakisha iodolo yayiyimizuzwana eli-103.
UMnu. Parrinello uthe ukunciphisa ixesha lokuhambisa kufuna ukusebenza kakuhle kwevenkile-akufuneki kuxhomekeke kubaqhubi abakhawulezisayo ukuya kubathengi. “Andifuni nokuba bazive bexinezelekile kukubaleka esitalatweni,” wongezelela.
Kubalulekile ukuqaphela ukuba uninzi lwabasebenzi baseGetir ngabasebenzi bexesha elizeleyo, abanemivuzo yeholide kunye nepenshini, kuba inkampani iyayiphepha indlela yokusebenza kwe-gig economy ebangele ukumangalelwa ziinkampani ezifana ne-Uber kunye ne-Deliveroo. Kodwa inika izivumelwano kubantu abafuna ukuguquguquka okanye abafuna imisebenzi yexesha elifutshane kuphela.
“Kukho ingcamango yokuba ukuba lo msebenzi awungomsebenzi wesivumelwano, awunakusebenza,” utshilo uMnu. Salur. “Andivumelani, uza kusebenza.” Wongezelela athi: “Xa ubona uthotho lweevenkile ezinkulu, zonke ezi nkampani ziqeshe abasebenzi kwaye abayi kubhanga.”
Ukuqesha abasebenzi endaweni yabakhi kuvelisa ukuthembeka, kodwa kuza ngexabiso elithile. I-Getir ithenga iimveliso kubathengisi abathengisa ngobuninzi ize ihlawulise umrhumo ophezulu nge-5% ukuya kwi-8% kunexabiso levenkile enkulu. Okona kubaluleke kakhulu, ixabiso alibizi kakhulu kunexabiso levenkile encinci yasekuhlaleni.
UMnu. Salur uthe ama-95% eevenkile ezimnyama eTurkey zii-franchise ezizimeleyo, wongeza ngelithi ukholelwa ukuba le nkqubo inokuvelisa abaphathi abangcono. Nje ukuba imakethi entsha ikhule ngakumbi, iGetir isenokuzisa le modeli kwimakethi entsha.
Kodwa lo ngunyaka oxakekileyo. Kude kube ngu-2021, iGetir iza kusebenza eTurkey kuphela. Kulo nyaka, ukongeza kwizixeko zaseNgilane, iGetir yandise ukuya eAmsterdam, eParis naseBerlin. Ekuqaleni kukaJulayi, iGetir yenze ukuthenga kwayo kokuqala: iBlok, enye inkampani yokuhambisa ukutya esebenza eSpain nase-Itali. Yasekwa kwiinyanga ezintlanu ezidlulileyo.
Ixesha lokuthumela: Novemba-15-2021