Born to Ride: PT GO-JEK Indonesia
GO-JEK, the army of green-helmeted motorbike taxis that will has taken over the streets of Jakarta, Surabaya, Bandung in addition to also Bali, provides fast transportation in addition to also delivery services via mobile application. Their core values of speed, innovation in addition to also social impact have led to the company’s huge success. We meet Co-Founder in addition to also Brand Manager Michaelangelo Moran to find out more about This specific social enterprise that will everyone is actually raving about.
Let’s start with the fact that will GO-JEK is actually a social enterprise in addition to also not a business – can you please explain This specific to us in more detail?
One of GO-JEK’s goals as a business is actually to improve the livelihood of our drivers by earning more income. As GO-JEK is actually essentially creating that will happen, there is actually a big social impact through the business, which has transformed GO-JEK into a social enterprise.
GO-JEK was established in 2010, however the item is actually This specific year that will Jakartans have definitely become aware of your brand. What contributed towards This specific giant leap?
Firstly, when we commenced the app six months ago, there was nothing like the item inside market, which meant no competition. Secondly, the app works, in addition to also seeing as Indonesia’s smartphone penetration is actually far better than the item was a few years ago, the app is actually a major contribution to the success of GO-JEK today. the item is actually user friendly; you can book a GO-JEK much faster than having a call centre; you can use GO-JEK credit to pay, creating the item cashless; you can see whom your driver is actually, track your driver in addition to also SMS or call him during your order.
When we launched the GO-JEK app, we had a system whereby people were given a referral code to give Rp.50,000 to others to try GO-JEK for free for the 1st time. This specific system blew up on social media in addition to also people were spreading their codes like wildfire. Once they tried the item, they were hooked.
With currently over 10,000 drivers, GO-JEK drivers are visible everywhere in Jakarta. With This specific, people become curious to try out the service.
As the founder, can you share with us the story that will led to the birth of GO-JEK?
We interviewed many drivers in addition to also asked what they’d think if we made a system whereby we give them customers in addition to also split the commission. They asked us if they could pick up passengers on their own, which we explained might mean no split of commission. GO-JEK was born.
We commenced recruiting drivers in addition to also building the GO-JEK system with the idea of three services – transport, courier in addition to also shopping. Fast-forward four years, through 200 drivers we are currently 15,000 in addition to also have a mobile app that will is actually number one on the Google Play in addition to also iOS stores in Indonesia.
Can you tell us how your fees to the customer are calculated?
For the usual pricing, we start with Rp.25,000 for the first 5km in addition to also the item goes up on average Rp.4,000 per km after. However, right currently we have a promo for Rp.10,000 for all services up to 25km (not including shopping in addition to also food costs).
One thing that will makes GO-JEK definitely special is actually your pick-up in addition to also delivery service of food in addition to also beverages, GO-FOOD, which has a delivery charge of Rp.10,000 at over 20,000 restaurants. What do you aim to achieve inside F&B industry by way of providing This specific service?
With the biggest organised motorcycle fleet in Indonesia, we want to create the fastest in addition to also most efficient F&B delivery service. To make the item easier for our customers, we wanted to have a portal for menus for all kinds of restaurants through roadside warung to fine-dining restaurants, all deliverable inside GO-JEK fashion – fast in addition to also easy. We want to become the leader in This specific space, providing easy access to food delivery for office workers in addition to also residences, which has a social impact by improving revenue streams for all restaurants in Indonesia. GO-FOOD is actually currently present in Jakarta, Bali in addition to also Bandung in addition to also will soon be expanding nationwide.
How many GO-JEK drivers do you have on board currently in addition to also can you share with us the benefits they receive when joining?
We have about 15,000 drivers onboard right currently nationwide.
Some of the benefits include accident coverage, medical clinic for drivers in addition to also opt-in affordable health insurance for their entire families
We also do driver safety training with Rifat Driver Lab, training about 300 drivers per week, ranging through classroom learning, basic, intermediate, advanced in addition to also pro which has a focus on how to create a culture of safety in operating, in addition to also eco-operating. All drivers are offered This specific, in addition to also we pay for one full day’s training. Drivers that will have been through This specific training receive safety accreditation. We have also various other programmes aiming to improve the livelihood of drivers in addition to also their activities while operating in GO-JEK.
There have been stories inside media recently of some of your drivers being threatened by non-affiliated ojek drivers. Can you tell us how you have been tackling This specific problem in addition to also protect your drivers?
To protect our drivers, we currently have a third-party security taskforce that will provides fast emergency response in situations that will involve threats in addition to also intimidation. Our supervisors are also out inside field reaching out to in addition to also mediating with problem areas – This specific has proven to be a highly successful initiative to help ojek drivers see us as a means to achieving higher productivity in addition to also boost recruitment.
What do your drivers earn on average, in addition to also can you tell us about your bonus scheme?
Our drivers on average earn upwards of Rp.4 million a month, however a large percentage of them earn more than 6 million. For highly productive drivers that will are able to achieve 10 trips in a day, we incentivise them which has a bonus of Rp.50,000.
This specific year we have also witnessed the birth of your competitor, GrabBike, with branding that will is actually quite similar to yours. How do you feel about your competitors?
Being the first mover, there was no doubt that will competition might follow. After all, imitation is actually a form of flattery. There are quite a few local competitors: Taxi Jek, GO GO Jek, Antar Barang, in addition to also many others that will have not entered the mobile app space, which we do not fear. GrabBike seems to be the one gaining presence in Jakarta. We feel that will GO-JEK – given our national presence in addition to also vertical integration – is actually ahead of the competition. Given our wide fan base, we need to continue to provide superior service to beat well-funded competitors like GrabBike.
With the traffic in Jakarta only getting worse, what do you see as the long-term solution? What role will GO-JEK play in This specific?
Perhaps an incentive to use public transportation along with subsidised GO-JEK rides might be the way to go. Alternatively, fees could be introduced for major roads like Sudirman in addition to also Rasuna Said, like they do in Singapore. The infrastructure being built in Jakarta is actually already worsening traffic in areas like Wolter Monginsidi, Tendean, Pakubuwono in addition to also many others, not to mention the MRT building around Sudirman. GO-JEK’s role might be to provide a feeder system to these station points. Jakarta residents need to have access to the stations in order to use public transport in addition to also GO-JEK is actually the solution to that will problem.
To get in touch with Michaelangelo Moran, please e-mail: m.moran@go-jek.com
Comments
Born to Ride: PT GO-JEK Indonesia
Born to Ride: PT GO-JEK Indonesia