The countries we entered in the recent past have not been working with our existing model of collecting content and building community relations–alternate models will need to be identified.We have a few ideas we will be piloting in a select few regions right away.

We need to make some fundamental changes to the product to ensure more stickiness and growth.Most of these changes are based on what we have learned from Urbanspoon.

Over time,as we fully transition to Content 2.0,we will need leaner content teams across the world.

We will split our countries into two types–Full Stack and Enterprise.

Full Stack are the four regions where all of the following are true:a)large markets b)growing very fast c)Zomato is the strongest player in its space.

These four regions are India,the Middle East,South East Asia(the Philippines and Indonesia),and ANZ(Australia and New Zealand).

We will be selling our full suite of products in these four regions,since we have very high levels of traffic here.

Our focus on ad sales will continue to be strong,along with all the other transaction-based businesses.Ad sales has been a very profitable business for us,and will continue to be so.

Enterprise regions are the ones where any of the following is true:a)relatively small markets b)slow growth economies c)Zomato is not the dominant player.All the remaining markets belong to this category.

In these regions,we will not look at ad sales.We will focus mostly on transactions businesses,with a lion’s share of our effort going into selling Book–our table reservations engine.

Less focus on on-the-ground community building and marketing activities.Most of the people in our teams in these regions should be sales people,to help us put Zomato Book in as many restaurants as possible.This means that in these regions,our operations will need fewer people to run the show compared to the past.This will also help bring our burn rate down and,as we go along,make our businesses in these countries much stronger.

Most Enterprise regions will see these changes take effect almost immediately,up until the end of this month after our global country manager offsite in Delhi next week.

I’ve already had conversations with some of our country managers about this,and will be reaching out to the rest soon to discuss future plans.

All these things will also significantly bring down our burn rate and improve our margins in some countries.

The next few months are going to be hard for all of us.But sticking together,hustling,and not spending time overthinking or being unnecessarily creative should get us to where we want to be.

Please email me if you have any questions,or catch me anytime at the OHC office tomorrow–happy to explain and go deeper into the whys of what we are doing.

Cheers!

【回顾】2015年中国（四川）电子商务发展峰会