To Bee or Not to Bee: How honestbee Creates, Delivers, and Captures Value


With a vision of becoming the world’s most convenient services marketplace, honestbee aims to be the biggest online on-demand concierge grocery delivery service across Asia. Shortly after extending its reach to Hong Kong in October 2015, honestbee raised a whopping USD 15 million in its first round of funding from veteran investors in Silicon Valley. Now the company seeks to capture new markets quickly through optimization of its technology, logistics, and partner networks. This case provides the readers with an opportunity to understand how honestbee creates, delivers, and captures value by applying a business model canvas, and takes them further to explore how to drive company growth using pivots.

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