This is no Jokr
I’m still amazed when I click the buy button and the next day, a bright, red, and shiny toaster shows up at my front door. Amazon, and e-commerce in general, has stretched our imagination of what’s possible.
So when I learned about Jokr – I thought, you must be kidding. They have a business model based on even faster.
Jokr claims to be the future of supermarkets. Fresh products and your favorite local brands are delivered before the water boils. I love that positioning idea – it is so clear.
This company is in the category of the last-mile rapid delivery company that recently raised $260 million in financing on top of $170 million raised last July. It has expanded in the U.S. and Latin America. Ralf Wenzel, is the CEO and their mission is to bring consumers consumer goods and fresh produce in 15 minutes from mini-fulfillment locations through a city.
So if you thought Amazon was fast, this is faster and almost immediate.
Valued north of $1billion dollars, they have 225 micro-fulfillment centers in about 17 cities. They are operating in the U.S., Brazil, Mexico, Colombia, Chile and Peru. New business is coming via WOM (word of mouth). Competitors in this space include Getir and Gopuff.
Lessons from a Jokr
If you are building a brand or a company – what can you do that is so outrageous a claim, that you can’t be ignored, and people will share your story via their own experiences?
- BETTER -Can you make a dramatic improvement on a product that it solves a painful problem consumers have? Better often needs to by not just a little better but 5X or 10X better. It needs to be remarkable in a meaningful way.
- FASTER – Can you do what Jokr is doing by promising delivery or service significantly faster than the existing companies? Faster also requires more than a incremental speed – it needs to make you go WOW.
- CHEAPER – Can you eliminate so much cost that what others sell for $50 can cost $20 either through rethinking design, materials, manufacturing or middleman? If you typically buy something for $50 and an equivalent is now available at $20 – without a sacrifice in quality, that will get you noticed. Some of the online banking and insurance companies are doing this by removing unnecessary and unwanted overhead costs. By eliminating expensive retail locations, tellers and other expenses, people like Chime offer banking without the bank.
The Challenge
In my consulting practice, I like to challenge my clients to market something they can promise or guarantee that competitors would never do.
If they can do something 98% of the time, they shouldn’t fear a bold statement like Jokr’s claim to deliver fresh produce before the water boils.
What insanely crazy promise can you offer that’s better, faster, or cheaper?
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Want to learn more about this industry and Jokr, in particular? Listen to Scott Galloway’s interview with their CEO here.
Photo by Wesley Tingey on Unsplash
