Lalamove · Indonesia · 2018 — 2020
Lalamove+ B2B build
A B2B offering developed and launched from scratch, scaled to 30,000 orders per day at 12% net profit.
Context
The consumer marketplace needed a profitable enterprise motion with predictable demand and better economics.
Intervention
- Defined the B2B proposition, pricing and workflow logic.
- Built the commercial and operating engine to onboard and retain enterprise accounts.
Outcome
- 30,000 orders per day.
- 12% net profit.
Lala fixed-price — cost control for on-demand logistics
Lalamove+ started as a proof of concept in Greater Jakarta — the most demanding on-demand logistics market in South East Asia. The product let business users deliver any parcel anywhere across the city for a fixed, standalone price per drop, same day.
The insight was commercial rather than technical: businesses do not buy speed, they buy predictability. Fixing the price per drop turned last-mile delivery from a variable cost line into a planned one, and the routing technology existed to make that price viable.
The problem
Distance-based pricing kills margin control
Point-to-point pricing swung roughly ten times across Jakarta — from 16,000 to 160,000 Rp per drop — so businesses could never forecast delivery cost or margin.
Speed or cost, never both
Asset-heavy 3PLs offered a flat price but hub-and-spoke next-day delivery. Asset-light platforms offered same-day but distance-based pricing. Sellers had to compromise.
Delivery is absorbed as a margin reductor
Merchants subsidise or fully absorb shipping to stay competitive, so any unpredictability in last-mile cost lands directly on their P&L.
The product
One fixed price per drop
Any parcel, anywhere within city borders, for a flat 16K Rp per drop — provided it fits a motorcycle load. Batch minimum of 50 drops, with volume-based invoice rebates.
Routing built for load and SLA
A routing engine sequences drops against timeline and load limits, producing reliable same-day routes under a demanding service-level agreement.
A trained logistics fleet, not ad-hoc riders
Drivers are trained as logistics professionals with POD modules and thermo-sensitive equipment on the premium pools, rather than treated as interchangeable capacity.
Time-performance driver pay
Jobs are paid a fixed amount against a slightly over-estimated completion time, so drivers are incentivised to finish early and keep control of their own schedule.
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