GOJEK: The Road to Being SEA’s Super App

Abstract

This case study delves into the remarkable journey of Gojek, an Indonesian startup, as it evolved into Southeast Asia's leading super app. The study examines three key growth strategies employed by Gojek: business scope expansion, product expansion, and geographic expansion. Initially a platform for ojek (motorcycle taxi) bookings, Gojek expanded its services to encompass transportation, logistics, food delivery, and payments, among others. The company's success led to its status as Indonesia's first decacorn in 2019, and subsequent expansion into Vietnam and Singapore. This paper explores the challenges faced by Gojek during its growth trajectory and examines how the company harnessed its human capital and technology to overcome these hurdles. Additionally, the study identifies how the leader’s strong growth vision and network, coupled with Gojek’s agility, business scalability, innovation, and social impact propelled Gojek's growth and concludes with recommendations to address current challenges. Overall, this case study demonstrates the transformative potential for a small startup to become an industry giant through a combination of the right people, mindset, and a culture of innovation.