GORILLAS
Creating a world with immediate
access to your needs
Business Development
Individual assignment: Thinkbox
Janne Hendriks (s1000264)
Dr. Paolo Franco & Dr. Ir. Nanne Migchels
1
,Table of contents
Chapter 1: Introduction ............................................................................................................................... 3
1.1 Business model ......................................................................................................................................... 4
1.2 Value proposition ....................................................................................................................................... 5
1.3 Areas of improvement ........................................................................................................................ 6
1.3.1 Customer gain: Long-term relationships ................................................................................. 6
1.3.2 Customer pain: Paying too much for products and services ............................................... 6
1.3.3 Customer pain: Paying extra costs .......................................................................................... 7
Chapter 2: The innovation .......................................................................................................................... 8
2.1 Pick-up service........................................................................................................................................... 8
2.2 Addressing current areas of improvement ............................................................................................. 9
2.3 Changes in the business model .............................................................................................................. 9
2.4 Changes in the value proposition .......................................................................................................... 10
Chapter 3: Development of proposed business model....................................................................... 11
3.1 Diffusion of innovation ...................................................................................................................... 11
3.1.1 Diffusion of innovation- Firm ................................................................................................... 11
3.1.2 Diffusion of innovation – Customers ...................................................................................... 12
3.2 Customer and employee experience ............................................................................................. 12
3.2.1 Customer experience............................................................................................................... 12
3.2.2 Employee experience .............................................................................................................. 13
3.3 Ambidexterity ..................................................................................................................................... 14
3.3.1 Strategy: deliberate vs. emergent .......................................................................................... 15
3.3.2 Structure: mechanistic vs. organic ......................................................................................... 15
3.3.3 Incentive: pay for performance vs. tolerance for early failure ............................................ 15
3.3.4 Process: execution vs. search................................................................................................ 15
3.3.5 Customer involvement: mainstream customers vs. lead users ......................................... 16
3.3.6 Supply chain: efficient vs. responsive ................................................................................... 16
3.3.7 Acquisition: integration vs. autonomy .................................................................................... 16
Chapter 4: Consumer tribe ....................................................................................................................... 17
4.1 Consumer tribe: Pick-up service ........................................................................................................... 17
4.2 Consumer tribe: Gorillaswipe ................................................................................................................ 17
Chapter 5: Conclusion .............................................................................................................................. 19
References .................................................................................................................................................. 21
2
, Chapter 1: Introduction
Groceries being delivered within ten minutes sounds like the outcome for young
professionals with a busy job, social life, and a healthy lifestyle. Gorillas is a company that
offers their customers this time-efficient and healthy service. The company is founded in May
2020 in Berlin, where also their headquarters is established. Gorillas delivers groceries in 60
cities in Germany, the Netherlands, the UK, Denmark, Italy, Spain, and the US. They have
around 15.000 employees. In the Netherlands, Gorillas was the first company that offered the
service of delivering groceries within ten minutes. Customers perceived the service as very
innovative because despite other retailers also having a delivery service, none of them
promised their customers to deliver within ten minutes. Gorillas owes its success for a large
part to the lockdown period because of Covid-19. The lockdown period enabled them to grow
very fast because people were not allowed to go outside for their groceries, so people were
depending on delivery services.
I think Gorillas is a very interesting company because they have been growing very fast and
they have an innovative business model. Their business model is different from
supermarkets like AH and Jumbo and different from the already existing delivery service
Picnic. I am very interested in fast-moving consumer goods because I like the fact that it is so
fast-paced, dynamic, and constant innovation is needed to beat competitors. When I did an
internship at the headquarters of Jumbo supermarkets, I mentioned a lot of discussion about
how to compete against a new booming delivery service like Gorillas. Eventually, this
resulted in a strategic partnership between Gorillas and Jumbo.
The business model canvas and the value proposition canvas will help to describe how
Gorillas creates, delivers, and captures value and how the products and services are
positioned around the customer values and needs (Osterwalder et al, 2010). In table 1 the
business model canvas can be found and in table 2 the value proposition canvas can be
found.
3
Creating a world with immediate
access to your needs
Business Development
Individual assignment: Thinkbox
Janne Hendriks (s1000264)
Dr. Paolo Franco & Dr. Ir. Nanne Migchels
1
,Table of contents
Chapter 1: Introduction ............................................................................................................................... 3
1.1 Business model ......................................................................................................................................... 4
1.2 Value proposition ....................................................................................................................................... 5
1.3 Areas of improvement ........................................................................................................................ 6
1.3.1 Customer gain: Long-term relationships ................................................................................. 6
1.3.2 Customer pain: Paying too much for products and services ............................................... 6
1.3.3 Customer pain: Paying extra costs .......................................................................................... 7
Chapter 2: The innovation .......................................................................................................................... 8
2.1 Pick-up service........................................................................................................................................... 8
2.2 Addressing current areas of improvement ............................................................................................. 9
2.3 Changes in the business model .............................................................................................................. 9
2.4 Changes in the value proposition .......................................................................................................... 10
Chapter 3: Development of proposed business model....................................................................... 11
3.1 Diffusion of innovation ...................................................................................................................... 11
3.1.1 Diffusion of innovation- Firm ................................................................................................... 11
3.1.2 Diffusion of innovation – Customers ...................................................................................... 12
3.2 Customer and employee experience ............................................................................................. 12
3.2.1 Customer experience............................................................................................................... 12
3.2.2 Employee experience .............................................................................................................. 13
3.3 Ambidexterity ..................................................................................................................................... 14
3.3.1 Strategy: deliberate vs. emergent .......................................................................................... 15
3.3.2 Structure: mechanistic vs. organic ......................................................................................... 15
3.3.3 Incentive: pay for performance vs. tolerance for early failure ............................................ 15
3.3.4 Process: execution vs. search................................................................................................ 15
3.3.5 Customer involvement: mainstream customers vs. lead users ......................................... 16
3.3.6 Supply chain: efficient vs. responsive ................................................................................... 16
3.3.7 Acquisition: integration vs. autonomy .................................................................................... 16
Chapter 4: Consumer tribe ....................................................................................................................... 17
4.1 Consumer tribe: Pick-up service ........................................................................................................... 17
4.2 Consumer tribe: Gorillaswipe ................................................................................................................ 17
Chapter 5: Conclusion .............................................................................................................................. 19
References .................................................................................................................................................. 21
2
, Chapter 1: Introduction
Groceries being delivered within ten minutes sounds like the outcome for young
professionals with a busy job, social life, and a healthy lifestyle. Gorillas is a company that
offers their customers this time-efficient and healthy service. The company is founded in May
2020 in Berlin, where also their headquarters is established. Gorillas delivers groceries in 60
cities in Germany, the Netherlands, the UK, Denmark, Italy, Spain, and the US. They have
around 15.000 employees. In the Netherlands, Gorillas was the first company that offered the
service of delivering groceries within ten minutes. Customers perceived the service as very
innovative because despite other retailers also having a delivery service, none of them
promised their customers to deliver within ten minutes. Gorillas owes its success for a large
part to the lockdown period because of Covid-19. The lockdown period enabled them to grow
very fast because people were not allowed to go outside for their groceries, so people were
depending on delivery services.
I think Gorillas is a very interesting company because they have been growing very fast and
they have an innovative business model. Their business model is different from
supermarkets like AH and Jumbo and different from the already existing delivery service
Picnic. I am very interested in fast-moving consumer goods because I like the fact that it is so
fast-paced, dynamic, and constant innovation is needed to beat competitors. When I did an
internship at the headquarters of Jumbo supermarkets, I mentioned a lot of discussion about
how to compete against a new booming delivery service like Gorillas. Eventually, this
resulted in a strategic partnership between Gorillas and Jumbo.
The business model canvas and the value proposition canvas will help to describe how
Gorillas creates, delivers, and captures value and how the products and services are
positioned around the customer values and needs (Osterwalder et al, 2010). In table 1 the
business model canvas can be found and in table 2 the value proposition canvas can be
found.
3
