Jitse Groen — The decisions behind Thuisbezorgd.nl

From a student idea in the Dutch city of Enschede to international platform competition. Which decisions made the difference?

In 2000 Jitse Groen started with a simple idea: making it easier to order food online from local restaurants. What began as a small ordering website grew, via Thuisbezorgd.nl and Takeaway.com, into an international company that later acquired major competitors and processed billions in order value.

But behind that success lies a far more complicated story.

In this independent FOREFACT publication you discover how Jitse Groen won over his first restaurants, tried to grow demand for ordering food online, expanded internationally and built a large organisation out of a relatively simple ordering platform.

It doesn’t only cover the successes. It also examines the slow early years, financial risks, difficult decisions about couriers, international competition, the costly acquisition and later sale of Grubhub, and the eventual takeover by Prosus.

From story to practice

This is more than a founder biography. As you read, you are challenged to make decisions yourself. In six in-depth Decision Labs you learn, among other things, how to build a platform with providers and customers, assess customer acquisition financially, calculate growth capital and dilution, analyse delivery costs and critically examine large acquisitions.

What do you get?

• 45 pages with the full founder story.

• Eight chronological chapters on how Thuisbezorgd.nl and Just Eat Takeaway.com developed.

• Six Decision Labs with business theory and worked examples.

• Six digitally fillable worksheets with 24 answer fields in total.

• Financial calculations, historical decision points and a timeline.

• A six-week Reality Test to apply the lessons yourself.

• 39 source references for further reading and verification.

Who is this guide for?

For curious readers, future entrepreneurs and anyone who wants to understand how a simple digital idea can grow into an international company. Also of interest if you want to learn more about e-commerce, platform businesses, customer acquisition, investors, mergers and acquisitions and business growth.

You don’t just read how Thuisbezorgd.nl grew. You examine which decisions, risks and lessons you can apply yourself.

Digital product · 45 pages · PDF · Available immediately after purchase

This publication was developed independently by FOREFACT and is not affiliated with, sponsored by or endorsed by Jitse Groen, Thuisbezorgd.nl, Just Eat Takeaway.com or Prosus.