GoApe is a Malaysian delivery startup founded in 2018 that differentiates itself through a 'green' logistics model and supply chain integration. By utilizing electric bikes, the company claims it can reduce operational expenses by 20% compared to conventional platforms (Slide 4). The deck outlines a two-pronged approach: a B2B link connecting farmers directly to restaurants to bypass middlemen, and a B2C food delivery service targeting a sub-15-minute delivery window. With 132 merchants already registered (Slide 10), the company projects monthly B2B revenues of RM386,100 based on a 25% commis…
Key takeaways
- The company was established in 2018 by a mix of young and seasoned entrepreneurs (Slide 2).
- GoApe utilizes electric bikes to achieve zero-pollution delivery and targets a delivery time of less than 15 minutes (Slide 4).
- The platform features a B2B component that links farmers directly to restaurants to reduce dependency on middlemen (Slide 4).
- Market data cites 167,490 F&B establishments in Malaysia as of 2017, with a projected growth to 180,000 (Slide 5).
- Competitor analysis uses a radar chart to compare GoApe against GrabFood, FoodPanda, and others on metrics like punctuality and affordability (Slide 7).
- The revenue model projects RM386,100 per month from merchant commissions based on 102,960 orders (Slide 9).
- A secondary revenue stream involves a 3% processing fee from farmers, projected at RM4,633.20 per month (Slide 9).
- Traction is evidenced by 132 registered merchants, including brands like Mr. Dakgalbi and Yin’s Sourdough Bakery (Slide 10).
GoApe ECF Pitch Deck Teardown
GoApe presents a business proposal for a delivery platform that attempts to solve two distinct problems in the Malaysian F&B market: high operational costs for restaurants and the environmental impact of last-mile delivery. The deck, consisting of 29 slides (10 provided for this analysis), focuses on a 'green' logistics model powered by electric bikes and a supply chain integration that connects farmers directly to kitchens.
Slide 1: Title Slide
The title slide introduces the brand name 'GOAPE' with the tagline 'Your Delivery Buddy.' The visual identity uses a high-contrast orange and black color scheme with a location-pin-style monkey logo. It is explicitly labeled as a 'Business Proposal.'
Slide 2: About GoApe
This slide establishes the company's origin, stating it was established in 2018. The narrative focuses on a 'diversed mix of young and seasoned entrepreneurs' aiming to bring sustainability to the F&B industry. Key points mentioned include the use of electric bikes to reduce CO2 emissions and a commitment to being the 'most affordable delivery platform.'
Slide 3: Our Team
The team slide provides biographies for four key leaders. Sherly Tan (CEO) is highlighted for her communication skills and passion for technology. Dexter Tan (Co-Founder) brings operational experience from large-scale infrastructure projects like Legoland and the Subang LRT line. Dato' Sri Simon (App Development Director) is credited as the mastermind behind the app's strategy, while Galdvin (Merchant Liaison Director) brings direct F&B experience, currently managing six restaurants. The mix of real estate/infrastructure, F&B operations, and design suggests a team focused on the physical logistics of the business.
Slide 4: The Concept
This slide details the dual-sided nature of the platform. The '4 core foundation' flow shows a progression from 'Going Green' to 'Reducing farmer's dependency on middleman.' The slide claims that by using AI and data analytics, the platform can cut OPEX by at least 20% compared to conventional platforms. A specific operational target is set: an order-to-delivery time gap of less than 15 minutes.
Slide 5: Market Opportunity
GoApe focuses on the Malaysian market, citing government data from 2017 showing 167,490 F&B establishments. Using a 5.1% growth rate, they estimate the current market at 180,000 establishments. The slide identifies a gap in the market: 50% of conventional restaurants have not yet explored online delivery due to 'complication of setting up e-commerce platform, high rider fees and lack of riders.'
Slide 6: Value Proposition
The value proposition is summarized in four hexagonal icons: 1) Going green via electric bikes, 2) Guaranteed delivery time, 3) Long-term job prospects for delivery staff while lowering OPEX, and 4) Assisting farmers in creating their own value chain without middlemen.
Slide 7: Competitor Analysis
A radar chart compares GoApe against five competitors: GrabFood, Honest Bee, Deliver Eat, Dah Makan, and Food Panda. The chart rates these companies across five axes: Punctuality, Food Quality, Service Quality, Affordability, and Food Selection. GoApe places itself at the outer edge (highest score) for Punctuality, Affordability, and Service Quality, while acknowledging that incumbents like GrabFood and Food Panda currently lead in Food Selection.
Slide 8: Road Map
The three-year plan is divided into three stages. Stage 1 (Conversion) focuses on onboarding 50% of conventional restaurants and 10% of farmers. Stage 2 (Retention) focuses on marketing and big data analysis of consumer behavior. Stage 3 (Upscaling) aims to turn GoApe into a 'Superapp' using AI to maximize efficiency and expand delivery areas.
Slide 9: Revenue Model (B2B)
The revenue model is broken down into two specific calculations. The first is 'Commissions from Merchants,' calculated as 102,960 orders x 25% commission x RM15 per order, totaling RM386,100 per month . The second is 'Transaction fees from farmers,' calculated as a 3% processing fee on 10% of the total order volume, totaling RM4,633.20 per month . This slide provides the most granular financial data in the deck.
Slide 10: Traction Generation
The final slide in this set shows the 'Number of merchants registered thus far: 132.' It displays logos for several Malaysian F&B brands, including Mr. Dakgalbi, Pak Yop, Butaya Izakaya, Naughty Nuri's, De Pastry Chef, and Yin’s Sourdough Bakery. This serves as proof of concept for the 'Conversion' stage mentioned in the roadmap.
What Works in the GoApe Deck
Specific Market Sizing: By citing Malaysian government websites and specific F&B sector reports (Slide 5), the founders demonstrate they have researched their local environment rather than relying on global generic figures. · Clear Revenue Mechanics: Slide 9 avoids vague 'monetization' talk and provides a clear formula for how they earn money from both restaurants and farmers. · Operational Targets: Setting a specific goal of under 15 minutes for delivery (Slide 4) gives investors a concrete metric to measure against competitors. · Supply Chain Integration: The inclusion of a B2B farmer-to-restaurant link is a unique differentiator in a crowded food delivery market, potentially creating stickier relationships with merchants.
What is Missing from the GoApe Deck
Unit Economics: While the deck mentions a 20% reduction in OPEX due to electric bikes, it does not provide the actual cost per delivery or the cost of acquiring a customer (CAC) versus their lifetime value (LTV). · The Ask: In the 10 slides provided, there is no mention of how much capital is being raised, the valuation, or the specific allocation of funds. · Regulatory and Infrastructure Hurdles: The deck assumes a seamless transition to electric bikes but does not address the charging infrastructure required or Malaysian road regulations for such vehicles. · Detailed AI/Data Strategy: The deck mentions 'AI insertion' and 'Big Data' multiple times (Slides 4, 8) but lacks technical detail on how these technologies are actually being applied to the logistics engine.
Founder Takeaways: What to Copy
Use Radar Charts for Competition: Slide 7 is an excellent way to show that you aren't better at everything than the incumbents, but you are better at the specific things your target customer cares about (in this case, affordability and punctuality). · Visual Revenue Formulas: Instead of a spreadsheet, Slide 9 uses icons and a simple multiplication string to explain the business model. This is much easier for an investor to digest during a quick pitch. · Local Traction Proof: Showing 132 registered merchants with recognizable local logos (Slide 10) is far more effective than simply saying 'we have a waitlist.' · Vertical Integration: If you are entering a commodity market like delivery, look for ways to integrate the supply chain (like the farmer-to-restaurant link on Slide 4) to create a unique value proposition.
Frequently asked questions
- What is GoApe's primary competitive advantage?
- According to Slide 4 and Slide 6, GoApe’s primary advantages are its 'green' credentials and cost efficiency. By using electric bikes instead of petrol-powered vehicles, the company claims it can reduce CO2 emissions and lower operational expenses (OPEX) by at least 20%. Additionally, they aim for a superior delivery speed of under 15 minutes, which they position against larger incumbents like GrabFood.
- How does GoApe intend to help farmers?
- Slide 4 and Slide 6 explain that the GoApe app links restaurants directly to the closest available farms. This allows restaurant operators to purchase raw materials at direct costs, effectively removing the middleman from the supply chain. GoApe charges a 3% processing fee for these transactions, creating a value chain where farmers are less dependent on traditional distribution networks.
- What are the specific revenue projections mentioned in the deck?
- Slide 9 details two main revenue streams. The first is a 25% commission from merchants, which, based on a volume of 102,960 orders and an average order value of RM15, results in RM386,100 per month. The second is a 3% processing fee from farmers, estimated at RM4,633.20 per month, assuming 10% engagement of the total order volume.
- Who are the key members of the GoApe leadership team?
- Slide 3 lists Sherly Tan (CEO), a Mass Communications graduate; Dexter Tan (Co-Founder), a seasoned real estate developer involved in projects like Legoland and Sunway Velocity Mall; Dato' Sri Simon (App Development Director), who handles strategy and design; and Galdvin (Merchant Liaison Director), who manages six F&B restaurants.
- What is the long-term vision for the GoApe application?
- As outlined in the Road Map (Slide 8), GoApe plans to evolve through three stages: Conversion, Retention, and Upscaling. The final stage involves turning GoApe into a 'Superapp' through the insertion of Artificial Intelligence to further reduce costs and increase operational efficiency, while expanding the geographic areas of delivery.
