Fidji Simo Growing the Pie at Instacart
Marketing Plan
“It’s all about growth,” said Fidji Simo, Instacart’s head of growth. “How do you grow at such a high rate? It’s all about the consumer: the customer’s pain, their pain-points, their challenges, their inability to get a meal delivered right away.” She spoke with passion and conviction. She was proud of Instacart’s ability to serve busy consumers like her. She had learned to get comfortable with the inevitable delay, to embrace uncertainty. “The future
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I always knew it was time to grow my pie at Instacart, and here’s why. address When Instacart launched in 2012, I was working at Saks Fifth Avenue in San Francisco. I had just returned from a family vacation in Hawaii and wanted to try new things. “Instacart” meant “Instant” and “Art” so I thought it was “Instahart” and loved it instantly. In less than a year, I was earning more than half a million dollars a year (not bad
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As the Instacart executive, I was fortunate to be invited to join the company’s marketing team in 2017. I’m always on the lookout for exciting new ways to make our service better for customers, so when the opportunity presented itself to take on a new challenge, I jumped at the chance to work directly with Instacart’s top-rated customer service team to develop more robust ways of communicating with our customers. When Instacart was just a fledgling startup, we struggled to answer every
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I joined Instacart in 2015 as a shipping intern, my first full-time gig, and spent 14 months as a shipping associate. At the time, I didn’t anticipate that my work at Instacart would lead me to where I am now. Apart from working in shipping and packing, I was responsible for ensuring Instacart’s inventory data was accurate and reliable. I also worked closely with the engineering team and was involved in product development, such as managing the user data feed for the website,
Financial Analysis
In November 2017, Instacart Inc. Widely known as Instacart was founded by Jerry Yang, Andrew Chen, and Apoorva Mehta. This peer-to-peer grocery delivery company, that has grown rapidly since its inception, now has 330,000 customers in 12 cities throughout the U.S. On November 2, 2021, Instacart raised $500 million in funding, valuing the company at $12.9 billion —
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One day, Fidji Simo was at the grocery store, trying to find the perfect mix of produce for her Instacart customer’s delivery. This was her first experience with Instacart, a new delivery app for grocery shopping. Fidji was surprised to discover a few things when she logged onto Instacart and entered her customer’s address. First, there was a notice that said her delivery time window was not available for this particular store. “But the store has limited shelf space for this product,” Fidji replied to the