Base Case1 Year

All Parameters

65 parameters across 10 categories — all adjustable per scenario

Scenario Comparison — Key Parameters

All 3 scenarios side by side
ParameterConservativeBase CaseAggressive
AOV₺500₺650₺750
Take Rate15%15%18%
Initial Users3,0005,0008,000
Y1 Growth/mo22%28%35%
Initial Drivers81220
Driver CAC₺9K₺9K₺9K
Ad Spend/mo₺30K₺50K₺85K
CTR4%5%6%
Office Rent/mo₺16K₺26K₺40K
Revenue Multiple3x5x8x
EBITDA Multiple8x12x18x
Tax Rate22%22%22%
💰

Revenue & Pricing

6 params
Average Order Value (AOV)TRY

Weighted average trip/delivery fare per order

Default: ₺650₺650
₺100₺2K
Minimum Order ValueTRY

Lowest possible fare for a trip

Default: ₺300₺300
₺50₺500
Maximum Order ValueTRY

Highest possible fare for a trip

Default: ₺2K₺2K
₺500₺5K
Platform Commission (Take Rate)%

% of trip fare the platform keeps

Default: 15%15%
5%35%
Driver Commission%

% of trip fare paid to driver

Default: 85%85%
65%95%
Platform Fixed Fee per TripTRY

Fixed TRY fee charged per order on top of commission

Default: ₺20₺20
₺0₺100
📈

User Growth & Funnel

8 params
Initial Registered Usersusers

Number of users at launch (Month 1)

Default: 5,0005,000
10010,000
View → Install Rate%

% of ad views that result in app install

Default: 30%30%
5%60%
Install → Register Rate%

% of installs that complete registration

Default: 70%70%
10%90%
Register → Order Rate%

% of registered users who place an order each month

Default: 4%4%
1%20%
Trips per Customer per Monthtrips

Average orders placed by an active customer monthly

Default: 3.53.5
115
Monthly User Growth — Year 1%

Monthly % growth in registered users in Year 1

Default: 28%28%
5%80%
Monthly User Growth — Year 2%

Monthly % growth in registered users in Year 2

Default: 18%18%
3%50%
Monthly User Growth — Year 3%

Monthly % growth in registered users in Year 3

Default: 12%12%
2%35%
🚗

Driver Operations

8 params
Initial Driver Countdrivers

Number of active drivers at launch

Default: 1212
1100
New Drivers per Monthdrivers/mo

Net new drivers added each month

Default: 44
030
Driver Monthly SalaryTRY

Gross monthly salary per company driver

Default: ₺18K₺18K
₺10K₺50K
Driver CAC (Onboarding Cost)TRY

One-time cost to onboard each new driver

Default: ₺9K₺9K
₺1K₺25K
Missions per Driver per Daytrips/day

Average number of trips a driver completes daily

Default: 44
115
Fuel Cost per MissionTRY

Average fuel cost per trip

Default: ₺60₺60
₺20₺500
Insurance Cost per MissionTRY

Per-trip insurance cost

Default: ₺6₺6
₺1₺50
Plate/Toll Cost per MissionTRY

Per-trip toll and plate cost

Default: ₺10₺10
₺1₺100
🚙

Fleet & Vehicles

5 params
Company Vehicle Countvehicles

Number of company-owned/leased vehicles

Default: 22
020
Vehicle Leasing Cost (Monthly)TRY/vehicle

Monthly operational leasing cost per vehicle

Default: ₺20K₺20K
₺5K₺50K
Vehicle Insurance (Monthly)TRY/vehicle

Monthly insurance cost per vehicle

Default: ₺3K₺3K
₺500₺10K
Vehicle Fuel (Monthly)TRY/vehicle

Monthly fuel cost per vehicle

Default: ₺8K₺8K
₺2K₺25K
Vehicle Plate/Toll (Monthly)TRY/vehicle

Monthly plate and toll cost per vehicle

Default: ₺1K₺1K
₺200₺5K
📣

Digital Marketing

11 params
Monthly Ad Spend (Base)TRY

Base monthly advertising budget

Default: ₺50K₺50K
₺5K₺500K
Ad Spend Monthly Growth%

% increase in ad spend each month

Default: 12%12%
0%50%
Impressions per TRYimpr/TRY

How many ad impressions per TRY spent

Default: 33
0.510
Click-Through Rate (CTR)%

% of impressions that result in a click

Default: 5%5%
0.5%15%
Conv 1: Leads per Click%

% of clicks that become leads (app page visit)

Default: 17%17%
1%40%
Conv 2: MQL per Lead%

% of leads that qualify as marketing-qualified

Default: 65%65%
10%90%
Conv 3: SQL per MQL%

% of MQLs that qualify as sales-qualified (install)

Default: 52%52%
10%90%
Conv 4: Sales per SQL%

% of SQLs that complete registration and first order

Default: 3%3%
1%30%
Repeat Purchase Rate (RPR)%

% of customers who order again next month

Default: 70%70%
10%95%
Target ROASx

Return on Ad Spend target

Default: 5x5x
1x20x
Marketing Materials (One-time)TRY

One-time launch marketing materials budget

Default: ₺15K₺15K
₺0₺100K
👥

HR & Salaries

10 params
Physical Agent SalaryTRY/mo

Monthly salary per physical operations agent

Default: ₺9K₺9K
₺5K₺30K
Physical Agent Countagents

Number of physical agents at launch

Default: 33
120
Customer Support SalaryTRY/mo

Monthly salary per customer support agent

Default: ₺11K₺11K
₺5K₺30K
Driver Support SalaryTRY/mo

Monthly salary per driver support agent

Default: ₺11K₺11K
₺5K₺30K
Accountant SalaryTRY/mo

Monthly salary for accountant

Default: ₺20K₺20K
₺10K₺60K
Digital Marketing RetainerTRY/mo

Monthly agency/tool cost for digital marketing

Default: ₺13K₺13K
₺5K₺100K
Management Service AgreementTRY/mo

Monthly MSA/management fee

Default: ₺26K₺26K
₺5K₺100K
Founder Travel CostTRY/mo

Monthly founder travel cost (first 6 months)

Default: ₺15K₺15K
₺0₺50K
Benefits as % of Salary%

Employee benefits as % of gross salary

Default: 15%15%
5%40%
Annual Bonus as % of Salary%

Annual performance bonus as % of salary

Default: 12%12%
0%50%
🏢

Fixed OPEX

7 params
Office RentTRY/mo

Monthly office rent in Istanbul

Default: ₺26K₺26K
₺5K₺150K
UtilitiesTRY/mo

Monthly electricity, internet, water

Default: ₺3K₺3K
₺500₺20K
Software LicensesTRY/mo

Monthly SaaS tools and software licenses

Default: ₺6K₺6K
₺1K₺50K
Legal & ComplianceTRY/mo

Monthly legal, KVKK compliance, accounting fees

Default: ₺9K₺9K
₺2K₺50K
OTP / SMS CostTRY/mo

Monthly Netgsm/Verimor OTP SMS cost

Default: ₺3K₺3K
₺500₺20K
Payment Gateway Fee%

Iyzico/PayTR transaction fee as % of revenue

Default: 3%3%
1%5%
Cloud InfrastructureTRY/mo

Monthly AWS/GCP/Azure cost

Default: ₺10K₺10K
₺2K₺100K
💱

FX Rates

3 params
TRY per 1 USDTRY

Turkish Lira to US Dollar exchange rate

Default: 3232
2060
TRY per 1 AEDTRY

Turkish Lira to UAE Dirham exchange rate

Default: 8.78.7
520
TRY per 1 EURTRY

Turkish Lira to Euro exchange rate

Default: 34.534.5
2070
📊

Valuation & Tax

4 params
Revenue Multiplex

Valuation multiple applied to annual revenue

Default: 5x5x
1x20x
EBITDA Multiplex

Valuation multiple applied to EBITDA

Default: 12x12x
3x40x
P/E Ratiox

Price-to-Earnings ratio for valuation

Default: 20x20x
5x60x
Corporate Tax Rate%

Turkey corporate income tax rate

Default: 22%22%
10%35%
🌍

Market Sizing

3 params
TAM (USD Billion)B USD

Total Addressable Market in USD billions

Default: $2.3B$2.3B
$0.5B$20B
SAM as % of TAM%

Serviceable Addressable Market as % of TAM

Default: 40%40%
5%80%
SOM as % of SAM%

Serviceable Obtainable Market as % of SAM

Default: 3%3%
0.5%20%