T.

C
ATILIM UNIVERSITY
FACULTY OF MANAGEMENT
DEPARTMENT of INTERNATIONAL TRADE and LOGISTICS
 

  LOG429: Entrepreneurship and SMEs in Logistics

FINAL PRESENTATION

EGE ARDA ÇOLAK

160108014

INSTRUCTOR: HANDE EMİN BENLİ

ANKARA-2021
• Hello everyone, today I'm going to
talk about an entrepreneur, his
entrepreneurship.

The entrepreneur I chose is Nevzat Aydın.

He is the founder and CEO of
Yemeksepeti.
BUSINESS PLAN
• Yemeksepeti is an online food ordering site. Established in 2001,
the site has more than 20 million members and receives an
average of 600 thousand orders per day.

• In 2020, Yemeksepeti enabled 32 thousand 437 new restaurants to

go digital and start the online takeaway system. 82% of these
restaurants were local and single businesses. Besides the
company's website, there are also iOS and Android applications.

• Yemeksepeti joined Delivery Hero, an online food ordering

platform, in May 2015. With the Yemeksepeti Valet application,
restaurants that do not offer takeaway services can work with
Yemeksepeti's own couriers.

• The main purpose of Yemeksepeti is to present the best restaurants

to consumers according to ratings and customer comments and to
spread this to the entire customer base.
GOALS OF ENTREPRENEUR

• Yemeksepeti entrepreneurs have many goals. First of all, being the only address that comes to mind
when it comes to food is the first among its goals. Secondly, it connects with restaurants and presents
them to consumers under a single application. The food basket, which has a very important place in the
supply chain, undertakes the processes of orders between the restaurant and the customer with great
devotion and does not contact its customers with the restaurant. The main task of entrepreneurs is to
ensure the sustainability of the business in innovative ways. Therefore, in the recent past, Yemeksepeti
has also created the Banabi application, integrating grocery shopping in a way that can be served at
home. In this way, it not only encouraged people to e-commerce, but also took a new initiative to make
their lives easier.
ENTREPRENEUR’S
PERSONAL INFORMATION
• Nevzat Aydın, (March 8, 1976, Istanbul) Turkish entrepreneur, angel investor and
mentor. Aydın is the co-founder and CEO of Yemeksepeti.com, Turkey's largest
online food ordering portal. 

• In 2015, Yemeksepeti.com, under the management of Nevzat Aydın, joined Delivery

Hero, the world's largest online food ordering platform, for $589 million, the highest
valuation in Turkish internet history to date. Archived October 2, 2016 at the
Wayback Machine. Nevzat Aydın took part as one of the investor/jurists in the
Dragon's Den program between 2010 and 2012. In 2013 and 2015, Nevzat Aydın was
selected first in the Fortune magazine's 40 Under 40 List. In 2017, he received the
Philanthropy Award at the American Turkish Society Gala. He was worthy of. GEN
Turkey, the Turkish leg of the Global Entrepreneurship Network operating in 178
countries, was established in 2020 under the chairmanship of Nevzat Aydın's board of
directors.
• Nevzat Aydın graduated from Boğaziçi University Computer
Engineering Department. After her graduation, she received a
scholarship from US universities for Boğaziçi graduates and
started the MBA program in Business Administration and
Economics at San Francisco University.

• Nevzat Aydın, with his friends, took a group of 700 people to

the concert of his favorite band, U2, in Thessaloniki, Greece,
in his first entrepreneurship project, which he realized at the
age of 21. He worked as an intern in some corporate
companies during his student years. After this experience, he
decided that he did not want to continue his career in
corporate life. 

• During his graduate studies in San Francisco, he had the

chance to observe the start-up environment in Silicon Valley.
Food order models especially attracted his attention and he
decided to start an initiative in this field by developing a
special model for Turkish consumers. He dropped out of
school 6 months before he finished his MBA and returned to
Istanbul to bring Yemeksepeti to life.
• Nevzat Aydın founded Yemeksepeti, Turkey's first online food ordering site, in 2001 with Melih Ödemiş (CTO),
Gökhan Akan (CFO) and Cem Population (Sales Director). In the period when Yemeksepeti started to serve,
internet penetration and personal computer usage in Turkey were still at a very low level. Therefore, the
company did not make a profit for the first 5 years. However, thanks to the importance given to customer
experience and the convenience of its business model, Yemeksepeti succeeded in convincing users and
restaurants of the potential offered by the internet.

• In line with Aydın's vision, Yemeksepeti has continued to adapt the newest technologies to itself over the years
and to take world-class steps in the field of user satisfaction. The company started investing in mobile
infrastructure in 2010. In 2013, it launched the Online Credit Card payment system. In 2020, it introduced the
Contactless Delivery application among its services.

• Yemeksepeti received its first investment from the European Founders Fund in 2008. In 2012, it received
investment from General Atlantic, one of the world's top 10 mutual funds. This was also General Atlantic's first
investment in Turkey.

• When Delivery Hero was sold in 2015, the number of countries it served was 10, including Oman, Qatar,
Lebanon, Saudi Arabia, Jordan, Greece, Bulgaria and Romania.
• In 2015, Yemeksepeti was acquired by Germany-based global
online food ordering platform Delivery Hero, with a
valuation of $589 million. This was the biggest internet sale
ever made in Turkey. Afterwards, Aydın management
distributed $27 million of the profit from the sale to 114
Yemeksepeti employees as a bonus.

• In the Entrepreneurship DNA report published by Intel in

2016, the entrepreneurial role models of university students
were described as Nevzat Aydın, co-founder of Yemek Sepeti,
Steve Jobs, co-founder of Apple, and Mark Zuckerberg, co-
founder of Facebook, respectively. Nevzat Aydın spends most
of his time supporting young people and entrepreneurs.
• As of 2020, Yemeksepeti serves more than 20 million users in Turkey with nearly
50 thousand member restaurants. Yemeksepeti delivers an average of 600 thousand
orders per day to its users. Yemeksepeti also made a positive contribution to
employment in Turkey by closing the year 2020, which witnessed the challenging
global economic conditions created by the pandemic period, with approximately 8
thousand employments together with 5 thousand new hires. The company's annual
growth is still over 50 percent, aided by its significant investments in digitalization
and human resources, and its pioneering and leading position in the fast-paced
trade known as h-commerce. The corporate culture built on transparency,
communication and creativity supports the growth of turnover and the innovations
that the company has introduced in terms of technology and service quality.
• Yemeksepeti Banabi, which serves its users in the instant market
shopping sector in Turkey, was founded in 2019 by Nevzat Aydın.
Yemeksepeti Banabi delivers over 4,000 product types to 3 million
individual users in 29 provinces. Yemeksepeti Banabi is positioned at
a different point from its competitors with its order
management/assignment infrastructure system. Thanks to the
technology used in "fast trade" in Yemeksepeti Banabi, it can deliver
tens of thousands of orders to users in the fastest way per day.
Yemeksepeti Banabi ranked second in the Market Order Service of the
Year category and third in the Initiative of the Year category at the
2020 Webrazzi Awards.
INVESTMENTS

• Nevzat Aydın has more than 40 start-up investments with a total investment value of 20 million dollars.
Nevzat Aydın invested in 7 start-ups in total in 2020.

• Nevzat Aydın gives priority to internet companies when making his investment decision. But it also
invests in companies in different sectors that adopt technology as a trigger. Among the basic criteria
when choosing companies to invest in are that the entrepreneur can go after what he believes in, that
the startup has a scalable business model, and that the future competitive conditions are predictable.
Nevzat Aydın says, "A good entrepreneur can bring the world's worst project somewhere, but a bad
entrepreneur cannot bring the world's best project anywhere."
REASONS TO CHOOSE THE SPESIFIC
ACTIVITY
• The reason why I chose Yemeksepeti is that it has established a food distribution sector using
technology such as the developing internet in the Turkish e-commerce market, and is a company that
continues its creativity and entrepreneurial activities by creating employment and value. Thanks to the
Internet, enterprises and information technologies of many sectors have developed. The only thing that
matters here is that the entrepreneur creates a new value and output by using the technological
developments in the environment.
PROPERTIES OF THE BUSINESS AND THE
PLAN
• What makes Yemeksepet special is that it is the first entrepreneurial activity that provides catering services with internet
integration. Thanks to its website, IOS and Android applications, it provides consumers with ease of choice by collecting many
restaurants around them on a single page. On this page, consumers can see the menus of restaurants, their prices, the content of
the meals, other user comments and how many minutes they can supply their orders. After the consumer chooses the product, the
order is transferred to the Yemeksepeti database and transmitted to the restaurant owner from there. In this way, the customer can
handle the transaction with the Yemeksepeti, without contacting the restaurant directly. If the restaurant that prepared the order has
a courier, it is responsible for delivering it to the consumer. If there is no courier, Yemeksepeti assigns a courier to the restaurant
and the order reaches the customer at the end.

• Likewise, this system applies to the banabi application. The only difference is that Yemeksepeti keeps the stock of the products
updated according to the order with the warehouses it has set up in different places and delivers it to the customer within 20 to 30
minutes when the customer places an order.

• The legal status of the company continues as a joint stock company.

ENVIRONMENTAL RESEARCH (FOR MARKET
AND DEMAND)

• For environmental research, Yemeksepeti

entrepreneur Nevzat Aydın conducted
research and observations around the Silicon
Valley in America. Although the first steps
were taken in 2001 by researching what the
demand is in the ready-to-eat food sector in
Turkey, how much it is and what the supply
requirements are, it has gained popularity in
recent years with the development of the
internet.
COMPETITION AND
COMPERATIVE ADVANTAGE

• Yemeksepeti is in the process of competing with GETIR in this sector.

Since both applications appeal to the same customer group, they aim to
bring the customer mass to their applications by using different market
strategies.

• Getir is an online market application that works through the application

that aims to bring the needed products within 10 minutes. It provides
service to users with more than 300 warehouses in selected regions
located in 23 provinces across Turkey, especially in Istanbul, Ankara and
Izmir. As of January 27, 2021, they started to serve in London. It started
to serve in Amsterdam as of 28 May 2021. It started to serve in Berlin as
of 16 June 2021.
 GOOD/SERVICE

• Yemeksepeti has goods as capital. Yemeksepeti

does not produce a unit, it takes its profit from
this service by producing a service. As capital
goods, Yemeksepeti purchases tools used in
departments such as warehouses, distribution
vehicles, advertising expenses and campaigns,
and customer service.
MARKETING PLAN

• Yemeksepeti entrepreneur and CEO

Nevzat Aydın planned this service
market by taking into account the
risks in the environment. He carried
out an entrepreneurial activity by
analyzing opportunity and threat and
choosing a market entry strategy.
SALES, PRICES, FINANCIAL PLAN,
INVESTMENT PROCESS AND LOGISTICS
PROCESS
• Finally, Yemeksepeti continues its services at the preferred point of the food application and service chain, with an
annual turnover of more than 49 million Euros, with a capacity of more than 36.000 restaurants and a team that can
distribute 340 million portions of food. Yemeksepeti, which was founded by Nevzat Aydın and later sold to Delivery
Hero, continues to be the choice of users. Prices are determined according to the restaurant owners and are shaped
according to the delivery and logistics part. By applying the maximum order quantity to remote regions, the costs of
procurement processes are also reduced. In the logistics process of Yemeksepeti, as we mentioned before, it is
delivered from the distribution points to the customer as door-to-door. Yemeksepeti, on the other hand, is on its way
to becoming a better company by spending its investments on distribution points and distribution staff, discounts and
promotions, advertisements and management units. Yemeksepeti entrepreneur Nevzat Aydın contributed to the
country's economy by producing many jobs. Not only has it increased the awareness and sales of restaurants, it has
succeeded in improving the structure of Yemeksepeti and increasing its profitability ratio.