Scaling Foliyoo: balancing innovation, growth and sustainability in logistics sector

Learning outcomes By the end of the session, learners will be able to TO1 (Understand): understand the structure and operational challenges of the rural logistics and transportation sector in emerging markets using a SWOT framework; TO2 (Apply): apply strategic frameworks such as Porter’s Five Forces, Transaction Cost Economics (TCE) and resource-based view (RBV) to compare and evaluate the alternative growth options available to Foliyoo; TO3 (Analyse): calculate and interpret the breakeven and financial feasibility of a franchise pilot under defined capital constraints; TO4 (Evaluate): evaluate and justify a phased expansion plan for scaling by developing Standard Operating Procedures (SOPs) and Key Performance Indicators (KPIs); TO5 (Create): develop and propose innovative long-term sustainable growth strategies for Foliyoo using Ansoff’s Matrix; TO6 (Synthesis): recommend and design a strategic decision framework (pilot now vs defer) supported by stakeholder analysis and risk mitigation. Case overview/synopsis This case study on Foliyoo Technologies Pvt. Ltd. focused on growth strategies and the implementation of a platform-based business model. Foliyoo Technologies Pvt. Ltd. was founded in 2018 by Biswajit Muduli. The case explored the truck aggregator (freight transportation) business that was established with an aim to bridge the divide between customers, truck owners, the drivers and those booking the trucks. It investigated on how the business functioned as a unifying platform by facilitating easy of interactions and effortless transactions within the trucking industry. This study brought to light the founder’s internal conflict about the company’s direction towards expansion. While Biswajit contemplated adopting a franchise model as a means of growth, there remained to be uncertainty about its suitability as the optimal path forward. This case evaluated the prospects and challenges faced by Foliyoo and explored the growth strategies of startups, particularly with special reference to aggregators. It calls for attention to the mechanics of platform-based B2B business models. Complexity academic level This case study was designed as a suitable subject for discussion in MBA/PGDM and executive education programs alike. The case could be discussed in entrepreneurship and business strategy courses in PGDM/MBA. It could also be used in a session on the aggregator business model, measuring the performance of the platform/aggregator business and expansion strategies of the platform business. It was also relevant to discussions on the role of technology in logistics and supply chain management. Supplementary materials Teaching notes are available for educators only. Subject code CSS 11: Strategy.