• tom@zoof-it.com

Why the Doorman startup failed

Doorman a startup that delivered products in specific time-windows when customer paid a monthly fee, has not made it.


“What (we)they didn’t expect was that Doorman would actually change peoples’ shopping behavior. Now (we)they know that Doorman customers shop online twice as much within 6 months of signing up. Which is amazing.”

What they should have done:

1. Focus on the shipper

(retail/restaurants/amazon etc.);

2. Have sufficient density (e.g. 10

parcels/hour), or e.g. use dynamic pricing

algorithms ;

3. Think in unit economics: At least four to

six deliveries in any given hour just to

breakeven on the driver, which typically

earns $16–25 per hour.

Read more here


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