Executive Launch Plan — Turkey
Base Case scenario · 16-week launch roadmap · Istanbul-first strategy
Total Launch Budget
₺3.4M
6-month runway
Target Drivers (Month 6)
36
Starting with 12 drivers
Target Users (Month 6)
21,990
Registered app users
Break-Even Month
Post-horizon
EBITDA positive
Launch Timeline (Weeks)
16-week execution roadmap
Legal Setup
W1–W4
Tech Localization
W2–W8
Payment Integration
W4–W10
Fleet Acquisition
W3–W6
Driver Recruitment
W4–W12
Marketing & Launch
W8–W16
Compliance
W1–W16
W1W4W8W12W16
Launch Budget Breakdown (₺)
6-month runway · Base Case scenario
Budget Detail
| Legal & Compliance | ₺80K | 2.3% |
| Tech Localization | ₺120K | 3.5% |
| Fleet (2 vehicles) | ₺1.2M | 34.9% |
| Driver Incentives | ₺102K | 3.0% |
| Marketing (6mo) | ₺300K | 8.7% |
| Salaries (6mo) | ₺1.5M | 43.1% |
| Office & Admin (6mo) | ₺156K | 4.5% |
| Total Budget | ₺3.4M | 100% |
Execution Phases
Phase 1Critical Path
Legal & Corporate Setup
Weeks 1–4
- Register LLC via MERSİS (min. TRY 50,000 capital)
- Obtain UKOME transport license (Istanbul Municipality)
- Register with VERBIS (KVKK data protection authority)
- Open Turkish corporate bank account (Garanti BBVA or İş Bankası)
- Engage local legal counsel for MTF compliance
- Set up Turkish entity for tax registration (SGK, Vergi Dairesi)
Phase 2High Priority
Technology Localization
Weeks 2–8
- Add Turkish language (tr-TR) to driver and customer apps
- Integrate TRY currency formatting and pricing
- Implement Turkish phone number format (+90)
- Add Turkish character support (ş, ğ, ı, ö, ü, ç)
- Integrate Netgsm or Verimor for OTP SMS (BTK-licensed)
- Add Twilio as OTP fallback provider
- Implement KVKK-compliant Terms of Service and Privacy Policy
- Add KVKK cookie consent banner to website
Phase 3High Priority
Payment Integration
Weeks 4–10
- Integrate Iyzico as primary payment gateway (Troy cards, BKM Express)
- Configure 3D Secure and PCI DSS compliance
- Add Paycell digital wallet integration
- Set up PayTR as backup gateway
- Configure TRY settlement (T+1 settlement cycle)
- Test installment payment flows (taksit)
- Set up automated driver payout system
Phase 4Medium Priority
Fleet Acquisition
Weeks 3–6
- Purchase 2 starter vehicles (Fiat Egea + Toyota Corolla Hybrid)
- Register vehicles with commercial plates (Ticari Plaka)
- Obtain commercial vehicle insurance (Kasko + Zorunlu Trafik)
- Evaluate operational leasing: Garanti BBVA Fleet, Avis Fleet
- Set up vehicle maintenance schedule and tracking
- Install GPS tracking devices in all company vehicles
Phase 5Medium Priority
Driver Recruitment
Weeks 4–12
- Launch 'Drive with BeebBeeb' recruitment campaign
- Set up driver onboarding portal (document upload)
- Verify: Driver's license, criminal record, professional card
- Assist first 100 drivers with corporate entity setup (MTF requirement)
- Implement 0% commission for first 30 days incentive
- Offer ₺2,500 sign-up bonus for first 50 drivers
- Partner with driving schools for referral pipeline
Phase 6Medium Priority
Marketing & Launch
Weeks 8–16
- Launch Google Ads (Search + Display) in Istanbul
- Launch Meta/Instagram campaigns targeting Istanbul 25–45 demographic
- Partner with local influencers and micro-influencers
- Distribute physical marketing materials in Kadıköy, Beşiktaş, Şişli
- Launch referral program (₺50 credit per referral)
- PR outreach to Turkish tech media (Webrazzi, ShiftDelete)
- Soft launch in 2 districts before city-wide rollout
Phase 7Ongoing
Compliance & Security
Ongoing
- Monthly KVKK compliance audit
- Quarterly UKOME license renewal checks
- Driver background check refresh (every 6 months)
- PCI DSS quarterly security scans
- Data breach response plan (72-hour KVKK notification requirement)
- Insurance policy annual review
Risk Register
Key risks and mitigation strategies for Turkey launch
| Risk | Severity | Mitigation |
|---|---|---|
| UKOME license delay | High | Engage local legal counsel in Week 1; prepare all documents in advance |
| TRY currency inflation (>50% annual) | High | Price in TRY but benchmark against USD; adjust AOV quarterly |
| Driver supply shortage | Medium | 0% commission + ₺2,500 bonus for first 50 drivers; vehicle leasing program |
| Payment gateway rejection | Medium | Dual gateway (Iyzico + PayTR); maintain Paycell as digital wallet backup |
| KVKK compliance violation | High | VERBIS registration in Week 1; monthly compliance audits; DPO appointment |
| Competitor response (Marti, BiTaksi) | Medium | Focus on vehicle collection niche; differentiate with repair services |
| OTP delivery failure | Low | Netgsm primary + Twilio fallback; monitor delivery rates daily |