"from startup to giant" by delivery hero's svp of global operations
TRANSCRIPT
3Delivery Hero AG. Company Presentation.
Page 1
Felix PlogSVP Global Operations at Delivery Hero & Co-Founder [email protected]
SummaryN/A
ExperienceSVP Global Operations at Delivery HeroMarch 2017 - Present
Co-Founder/Managing Director/COO (exit to Delivery Hero Group in 12/2016) at FoodpandaSeptember 2013 - February 2017 (3 years 6 months)
CEO & Managing Director at wallstreet:online AGJanuary 2009 - September 2013 (4 years 9 months)
Managing Director AS Financial Media at Axel Springer SEJanuary 2009 - July 2010 (1 year 7 months)
Head of Portfolio Management at Axel Springer AGMarch 2008 - December 2008 (10 months)
Senior Consultant/Project Manager at Roland Berger Strategy Consultants2002 - 2007 (6 years)
EducationTechnical University BerlinMaster, Industrial Engineering, 1995 - 2002
4Delivery Hero AG. Company Presentation.
CMO & CF CEO & CF COO & CF
Country ManagementIRM&ASalesFinanceLegal HR
Country ManagementOperationsLogisticsProduct/TechBI
Marketing
The Management Team
5Delivery Hero AG. Company Presentation.
2013
2014
2015
2016
2017
0.3 m orders 14 countries
2 brands28 m $ raised
>350 employees
2 m orders
+9 acquisitions26 countries
9 brands+80m $ raised
>850 employees
17 m orders
+11 acquisitions28 countries22 brands
+202 m $ raised>2.500 employees
28 m orders
+1 acquisition26 countries13 brands
0 m $ raised>2.300 employees
292 morders
40+ countries26 brands
>2b € tot. funding>6.000 employees
330 m $ and 21 acquisitions later
7Delivery Hero AG. Company Presentation.
Entrepreneurial Founders
Awesome Team
Stage 1: The Startup COO
Solve the fund-grow-exit challenge
Stage 2: The Growth COO
12Delivery Hero AG. Company Presentation.
Create an Environment to Grow
• Indecision• Slow Speed of Execution• Underperformers• Micromanagement
• Transparency• Fast Conflict Resolution• Clear Ownership• Empowerment &
Management by Objectives
16Delivery Hero AG. Company Presentation.
Stage 1: The Startup COO
Drive the development of a successful blueprint.
17Delivery Hero AG. Company Presentation.
Set Up a Strong Technology Development Process
Problem Statements (Business)
Discovery (Product)
Development (Tech)
QA (Product)
Success Criteria
(Business)
Gatekeeper
18Delivery Hero AG. Company Presentation.
Hire functional experts to build strong and scalable business processes
Sales Ops
Vendor Management
Customer Care
Logistics
19Delivery Hero AG. Company Presentation.
Build a Reasonably Good Service in One Market
Frontend
Business Processes
Backend
KPI Layer
• CRM• Contact Center
Solution• Closed Loop
Ticketing System• Accounting System
Core• 90% of task
volume incl. contact handling defined and supported by backend
• Functional reporting
• UX focused reporting
20Delivery Hero AG. Company Presentation.
Fully Capture the Customer’s UX
Satisfaction > 83%
Satisfaction < 83% and >= 69%
Color code
Satisfaction <= 69%
Platform
Website Mobile
Page Loading Time
Page layout
Personal Account Functionality
Search Functionality
Navigation
Number of steps required to order
Website Desktop
Personal account functionality
Number Of Steps required to order
Search Functionality
Page Layout
Navigation
Page Loading Time
Iphone
Personal account functionality
Search functionality
Navigation
Number of steps required to order
Location Accuracy
App loading time
Android
Navigation
Location Accuracy
Search functionality
Number of Steps required to order
App Loading Time
Personal account functionality
Ipad
App Loading time
Number of steps required to order
Location accuracy
Personal account functionality
Search functionality
Navigation
Ordering Experience
Search Restaurant list
Talabat recommendations
Search Functionality
Restaurant Logs
Information on restaurant
Customer Restaurant Review
Variety of restaurants
Number of restaurants
Delivery Charges
Special Offers
Minimum Order Value
Look through the menu
Variety of Dishes
Food Categorization
Special Offers
Customer Comments
Food Descriptions
Options for Kids
Food Images
Checkout/Payment
Ease of completing transaction
Payment options
Time to refund for canceled orders
Voucher usage
Delivery
Talabat Go
Confirmation if order is cancelled
Confirmation email for order
Delivery Riders
Communication if order is delayed
Live Tracing functionality
Delivery time was as expected
Talabat
Delivery Time was as expected
Delivery Courier
Food Packaging
Tracking Functionality
Communication if order is delayed
Communication if order is cancelled
Confirmation email for order
Food Enjoyment
Food taste
Temperature of food
Order Accuracy
Value for money
Portion Size
Contact Experience
Call Center
Understanding your needs
Overall service provided
Quality of Explanation
The time needed to resolve your issue
Solution offered
Professionalism of Agent
Language Capabilities of agent
Waiting time to reach agent
Chat
Understanding your needs
Quality of explanation
Overall service provided
Resolution offered
The time needed to resolve your issue
Waiting time to reach agent
Social Media
Overall Service provided
Understanding your Needs
Waiting time to reach agent
Resolution Offered
The time need to resolve your issues
Quality of Explanation
Professionalism of agent
Professionalism of agent
Understanding your needs
Overall service provided
Quality of Explanation
Response time
Resolution offered
Time needed to resolve your issues
INTERNAL: REORDER RATE EXTERNAL: NPS DRIVER TREE
22Delivery Hero AG. Company Presentation.
Margin
Increase Commission
Reduce Manual
Handling
Reduce Logistics
Costs
Be in Control of Your P&L Before You Scale
Orders
Improve Customer CohortsIncrease
Frequency
Marketing
Drive Growth
Improve CACs
PC2 PC3
FixedCosts
Build Local Teams
Frontload Investments
to Start Operations
Don’t bullshit yourselves!
23Delivery Hero AG. Company Presentation.
Adjust the Operating Model Continuously
Function Start Step 1 Step 2
Tech Central Central Central
Marketing - Online Central Central Central
Marketing - Offline Central Local Regional
Sales Central Local Local
Contact Center Central Local Regional
Restaurant Ops Central Local Local
Logistics Central Local Regional
Finance Central Local Regional
Strong central supervision to force standards
24Delivery Hero AG. Company Presentation.
Empower the Organization to Scale
COUNTRIES FUNCTIONS
MANAGEMENT
TECH
OKRs & Annual Goal Setting
prioritizes
blueprint
provide services&
monitor
set targets set targets
25Delivery Hero AG. Company Presentation.
Finally: Who Will Pay for All of This?
Raise/Keep Sufficient
Funds
Grow the Business
Maximize Exit
• Dedicate one senior manager to fundraising
• Acquire funding opportunistically
• Conserve cash as a tactical reserve
• Tech (BI/Product/IT) should be core investment
• Steady growth better than peaks
• Never lose growth momentum
27Delivery Hero AG. Company Presentation.
Important Notice
• ALL FINANCIAL FIGURES INCLUDED IN THE FOLLOWING PRESENTATION ARE BASED ON IFRS, UNLESS NOTED OTHERWISE. THE 2014, 2015 AND 2016 DELIVERY HEROFINANCIAL INFORMATION AND THE 2015 AND 2016 FOODPANDA FINANCIAL INFORMATION IS AUDITED (UNLESS OTHERWISE INDICATED).
• For the purposes of this notice, “presentation” means this document, its contents or any part of it. This presentation does not, and is not intended to, constitute or form part of, and shouldnot be construed as, an offer to sell, or a solicitation of an offer to purchase, subscribe for or otherwise acquire, any securities of the Company, nor shall it or any part of it form the basis ofor be relied upon in connection with or act as any inducement to enter into any contract or commitment or investment decision whatsoever.
• This presentation is neither an advertisement nor a prospectus and should not be relied upon in making any investment decision to purchase, subscribe for or otherwise acquire anysecurities. The information and opinions contained in this presentation are provided as at the date of this presentation, are subject to change without notice and do not purport to contain allinformation that may be required to evaluate the Company. No reliance may or should be placed for any purpose whatsoever on the information contained in this presentation, or any otherinformation discussed verbally, or on its completeness, accuracy or fairness.
• The information in this presentation is of preliminary and abbreviated nature and may be subject to updating, revision and amendment, and such information may change materially. Neitherthe Company nor any of its directors, officers, employees, agents or affiliates undertakes or is under any duty to update this presentation or to correct any inaccuracies in any suchinformation which may become apparent or to provide any additional information.
• This presentation is not an offer of securities for sale in the United States. The securities of the Company are not and will not be registered pursuant to the provisions of the US Securities Actof 1933, as amended (the “Securities Act”) or with the securities regulators of the individual states of the United States. The securities may not be offered, sold or delivered, directly orindirectly, in or into the United States except pursuant to an exemption from the registration and reporting requirements of the United States securities laws and in compliance with all otherapplicable United States legal regulations. The Company does not intend to register its securities under the Securities Act or to conduct a public offering of securities in the United States.
• Sales in the United Kingdom are also subject to restrictions. The securities are only available in the United Kingdom to, and any invitation, offer or agreement to subscribe, purchase orotherwise acquire such securities in the United Kingdom will be engaged in only with, such relevant persons to whom it may lawfully be communicated (“Relevant Persons”). Any person inthe United Kingdom who is not a Relevant Person should not act or rely on this presentation or any of its contents.
• Certain information (including industry, market and competitive position data) in this presentation is based on the Company’s own internal research and management estimates. In addition,certain data points in this presentation are selective and may not necessarily be representative for the Delivery Hero Group. Such research, estimates and data points have been made ingood faith and represent the current beliefs of members of management. The Company and those management members believe that such research, estimates and data points are foundedon reasonable grounds. However, by their nature, research and estimates as well as the data points may not be correct or complete, and their underlying methodology and assumptions,have not been verified by any independent source for accuracy or completeness. Accordingly, no representation or warranty, express or implied, is given that such research, estimates ordata points are correct or complete.
• The presentation and discussion contain forward looking statements, other estimates, opinions and projections with respect to anticipated future performance of the Company (“Forward-looking Statements”). These Forward-looking Statements can be identified by the use of forward-looking terminology, including the terms “believes,” “estimates,” “anticipates,” “expects,”“intends,”, “aims”, “plans”, “predicts”, “may,” “will” or “should” or, in each case, their negative, or other variations or comparable terminology. These Forward-looking Statements include allmatters that are not historical facts. They appear in a number of places throughout this presentation and include statements regarding the Company’s intentions, beliefs or currentexpectations concerning, among other things, the Company’s prospects, growth, strategies, the industry in which it operates and potential or ongoing acquisitions. By their nature, Forward-looking Statements involve significant risks and uncertainties because they relate to events and depend on circumstances that may or may not occur in the future. Forward-lookingStatements should not be read as guarantees of future performance or results and will not necessarily be accurate indications of whether or not such results will be achieved. Similarly, pastperformance should not be taken as an indication of future results, and no representation or warranty, express or implied, is made regarding future performance. The development of theCompany’s prospects, growth, strategies, the industry in which it operates, and the effect of acquisitions on the Company may differ materially from those made in or suggested by theForward-looking Statements contained in this presentation or past performance. In addition, even if the development of the Company’s prospects, growth, strategies and the industry inwhich it operates are consistent with the Forward-looking Statements contained in this presentation or past performance, those developments may not be indicative of the Company’sresults, liquidity or financial position or of results or developments in subsequent periods not covered by this presentation. Any Forward-looking Statements only speak as at the date of thispresentation is provided to the recipient and it is up to the recipient to make its own assessment of the validity of any Forward-looking Statements and assumptions. No liability whatsoeveris accepted by the Company in respect of the achievement of such Forward-looking Statements and assumptions.