S Y N D I C AT E 1 0

INDONESIA
ANTHONY 291 17 005 AFRISKA YUNI ANGGRAINI 291 17 238
SOFIA PUJIASTI 291 17 053 ARFAN NUR AKBAR 291 17 246
INTRODUCTION

• GO-JEK is an Indonesian hyperlocal transport, logistics and payments startup

founded in 2010. It aims to improve the welfare of workers in Indonesia’s vast
informal sector. It is also the first startup of Indonesian origin to be classified as
a transport system after closing a round of funding in August 2016.
• GO-JEK is a technology company with a social mission to improve the welfare
and livelihoods of workers in various informal sectors in Indonesia. GO-JEK
champions 3 essential values: speed, innovation, and social impact.
DIVERSIFICATION
Four focus service diversification:
• GO-JEK - Transportation, Food & Beverages, and Logistic
• GO-LIFE
• GO-PAY

• Diversification is entering new markets with new products

• Many companies appreciate the need to diversify but few use it as a way of relating to their markets.
Fundamentally, this strategy is about creating new products with new product life cycles and making the
existing ones obsolete.
• In related diversification, companies have a strategic fit with the new venture. To make this strategy work,
you capitalize on the strengths or competitive advantage you’ve already established.
• Unrelated diversification has nothing to do with leveraging your current business strengths or
weaknesses. It’s more about not putting all your eggs in one basket.
DIVERSIFICATION
LINE OF BUSINESS
RESOURCES SPECIFICITY
Resources:
• Fully owned/controlled Generic Specific
– Data Server
– Employee GO-JEK GO-LIFE
– Brand
– Application GO-PAY
• Partially owned/controlled
– Driver
– Application/IT Developer
ACQUISITION AND INVESTMENT
GO-PAY
GO-JEK

GO-PAY GO-JEK GO-LIFE

Supply Demand
GO-JEK
Market Market
GO-PAY

• 15 December 2017 – Acquisition of 3 Fintech (Kartuku, Midtrans, and Mapan)

“Menurut Nadiem, akusisi ini menjadi lompatan perusahaan dari penyedia layanan transportasi hingga
menguasai teknologi multi-platform yang fokus pada pembayaran digital. Kartuku, Midtrans, dan Mapan
tercatat memproses total transaksi lebih dari Rp 67,5 triliun per tahun melalui kartu kredit, debit,
maupun dompet digital.” https://katadata.co.id/berita/2017/12/15/akuisisi-tiga-fintech-gojek-gencar-rambah-bisnis-pembayaran

This acquisition will accelerate the penetration and coverage of Go-Pay to the offline payment
through Kartuku, online payment through Midtrans, and to increase the inclusion of financial for
unbanked through Mapan.
GO-PAY

• The Attractive Test – Branding to get the market share.

• The Cost of Entry Test – Using the OJK Legal Company.
• Better-Off test - E-Money and Lending (Fintech).
– E-Money resources has been the GO-JEK resources, but for lending the
GO-JEK doesn’t have the resources so they acquire the Fintech company,
which are Kartuku, Midtrans, and Mapan.