Building the Gojek brand to compete with Grab in Indonesia | Piotr Jakubowski (Nafas, GoJek)

Piotr is the co-founder of Nafas, Indonesia's largest integrated air quality platform. Before Nafas, Piotr was the CMO of Gojek, Indonesia's first super-app which combines payment, transportation, logistics, food delivery and multiple other services under one roof. At Gojek, Piotr was responsible for building the brand into one of the most loved & well-known in Indonesia through marketing, performance and brand campaigns.

 

We discuss: 

• The development of super apps in Southeast Asia 
• Gojek vs Grab and the David and Goliath story 
• Leaning into the Indonesian culture to drive brand affinity 
• The elements that worked in competing with an incumbent or a larger competitor  

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Where to find Piotr

Piotr's LinkedIn Profile

Piotr's Twitter Profile

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Fast Company Article on Gojek and Grab

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Where to find Patrick

Patrick's LinkedIn Profile

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(2:22) Understanding the context of Jakarta and the genesis of Gojek  

(13:02) The offerings of Gojek and Grab in the market 

(15:55) Grab's larger initial valuation (10X of Gojek) and what drove it  

(17:23) Gojek leaning into Indonesia culture to compete

(19:44) Competition heating up and figuring out how to scale faster  

(22:41) Amplifying the Gojek community and the capabilities it allows 

(27:47) Impacting product-market fit and amplifying the brand  

(30:12) Focusing on the Indonesian market and building habitual behavior   

(34:20) Understanding the metrics and measuring effectiveness 

(36:39) How to approach market expansion and appreciating cultural nuance

(40:45) Where to find Piotr!