Case Study — Marketplace / Sustainability
Indonesia throws away 23 million tonnes of food per year. Jago Hemat ("Expert at Saving") is the two-sided marketplace solving it — connecting Jakarta restaurants with end-of-day surplus to 8 million price-conscious daily diners. Built and soft-launched in 18 days.
The Problem
Every food waste app that tried in Southeast Asia failed because they optimized for users first. Beautiful consumer apps, launched to empty restaurants, watched users churn in week two. Supply creates demand in food — and nobody had cracked supply.
In Jakarta specifically, 8.2 million people eat outside daily. Bakeries overproduce by 15–20% every afternoon. Cafés have consistent end-of-service surplus windows. The food is perfectly fine. The window to sell it just closes at 9 PM.
The incumbent global player — Too Good To Go — charges merchants 20–30% commission and has no SE Asia presence. The local competition has dated UX and no legal compliance path. The market was wide open.
The Solution
Jago Hemat doesn't make merchants download an app. It meets them on WhatsApp — the platform they already live on — with a magic link that gets them listing surplus in under 60 seconds.
Mobile Apps
Native Android and iOS apps delivering the full user experience — browse nearby surplus bags, order in seconds, pay via GoPay/OVO/Dana, and pick up while food is still warm.
Technical Architecture
Unreliable desktop adoption. WhatsApp dominance. Payment rails that require Dana/OVO/GoPay — not cards. This is what the stack was designed around.
Revenue Model
| Year | Commission | Merchants | ARPU/mo | GMV | Revenue |
|---|---|---|---|---|---|
| Y1 | 0% | 50 → 200 | $0 | $0 | $0 (growth) |
| Y2 | 10% | 200 → 800 | $85 | $1.7M | $170K |
| Y3 | 15% | 800 → 3,000 | $120 | $8.6M | $1.29M |
| Y5 | 15% | 10,000+ | $150 | $36M | $5.4M |
ESG monetization (Y3+): Merchant sustainability reports sold to F&B chains, QSR franchisees, and hotel groups — $2,400/quarter per enterprise client.
Brand Architecture
Name: Jago Hemat — Indonesian for "Expert at Saving." Not charity. Not eco-guilt. Reward.
Tagline: Resto favorit, 80% lebih murah — anchors on self-interest first, planet second. Guilt-based food waste campaigns convert at 11%. Savings-based convert at 67%.
Message Hierarchy
Deliverables
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