Dayu Dara Permata
    Category: Inspiring Women By : Ulisari Eslita Read : 206 Date : Tuesday, April 10, 2018 - 20:52:50




    Agoes Rudianto for Forbes Indonesia

    Go-Jek has evolved from just a ride-hailing app into a “super app” offering various services that can be enjoyed in many cities in Indonesia. One of the early steps Go-Jek took to expand beyond transportation was the launch of Go-Life back in October 2015 where customers could order on-demand massage services, beauticans, and cleaning services. Go-Life is now a stand-alone app with several million downloads since it was launched at the end of January 2017, claiming to acquire five new users every minute, with services available in 25 cities, while the Go-Jek app has over 40 million downloads as of last year and the service is present in over 50 cities. The Go-Life platform also had added another vertical of mechanic services, so now it offers 60,000 service providers encompassing masseuses, beauticians, cleaners and mechanics. Like Go-Jek, Go-Life gets its revenue by taking a commission from the service providers, while Go-Jek takes an average 20% commission from each order.

    Go-Life’s success story goes back to early 2015 when Go-Jek founder Nadiem Makarim pitched his idea to Dayu Dara Permata, 29, who later become the co-founder of Go-Life and now heads the lifestyle app, to build layers of service on top of Go-Jek’s platform. Dayu was working at consultancy McKinsey at the time (Nadiem is also a former McKinsey consultant), but became interested in the idea of how Go-Jek could help create millions of jobs and have a positive impact on low-income communities. After listening firsthand from a Go-Jek driver how the app improved his life, she then decided to quit McKinsey and joined Go-Jek when it had just three main services: transportation, logistics and food delivery, with only 12 employees.

    “I feel that we achieved more than we expected. When I started Go-Life I have a big vision and it aligned with Go-Jek’s vision as a platform that seeks to empower the informal service sector in Indonesia through tech and user-centered design. The mission is to run a platform that can connect service providers with users,” says Dayu, who now heads a team of 150. Dayu started Go-Life with wellness, beauty and cleaning services as she often used these services and feels that the three had the potential to be first developed. For the service provider, Go-Life allows them to make more income while wasting less time looking for clients. Dayu claims top performing partners of Go-Life have tripled their income with a third of the working time.

    The Go-Life app is, for now, kept separate from Go-Jek due to the differing business models. For one, Dayu can safely test new services on Go-Life without affecting the main Go-Jek service if there’s a problem. Also, Dayu says most of Go-Jek services are on demand, while some of Go-Life services require scheduling, and could also be sold a subscription basis in the future. “Because all Go-Life products are pretty new, we still need the agility to invent and improve our product, whereas if you are on Go-Jek’s platform, it’s on a different cycle. So we have the independence and autonomy to build our own product at the pace that we feel is right,” she says.

    Dayu is about to accelerate her already hectic pace. This year she wants Go-Life to catch up with the Go-Jek app, expanding its services to more new cities across the country. Therefore, Go-Life is eyeing on opening its service in one or two new cities every week. Dayu also says she plans to expand its current services, around 40 under four verticals, to thousands of new service types. This is a stretch goal. The business had been very labor-intensive to build—each new service and new city required a lot of groundwork. For Go-Life, the team had to make sure that the service partners could deliver quality services and understand how to use the app. Previously, the recruitment and training process to open a new city could take months to complete. Despite Go-Life having no major competitor, Dayu says she doesn’t want to disappoint the customer.

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