GETASAP

What do they actually do

GETASAP runs a tech-enabled distribution network for small retailers and foodservice. They operate micro-fulfillment centers in city areas, stage inventory close to stores, and use demand-intelligence software to track sell-through, forecast needs, and automate restocking. They market same-day replenishment with an 8-hour promise and handle cold chain and lot traceability for perishables (YC profile, company site).

Their frontline customers are corner shops, mom-and-pop grocers, restaurants, dark stores, and small supermarket or convenience chains that need fast, reliable replenishment. Upstream, they work with CPG brands and exporters, offering import/customs, warehousing, merchandising, and in-store execution to get products placed and moving through their network (YC profile, company site).

The company says it currently supplies about 40,000 outlets, carries 20,000+ SKUs across 270+ brands, and runs multiple fulfillment sites across Southeast Asia. Day-to-day, GETASAP ingests store sales/inventory data, stages 1–3 days of the right SKUs nearby, auto-recommends or places replenishment orders, and fulfills same day from its micro-fulfillment centers (YC profile, company site).

Who are their target customer(s)

• Corner shops / mom-and-pop grocers: Thin margins and limited storage lead to frequent stockouts of fast movers and excess cash tied in slow sellers; manual ordering makes same-day restocks impractical.
• Small restaurants and food stalls: They need fresh items on short notice and have limited cold storage, so late or multi-day deliveries cause lost orders or food waste.
• Small supermarket or convenience-store chains: They need consistent assortment and merchandising across locations but lack fast, reliable replenishment and field execution, causing uneven shelves and missed sales.
• Dark stores / last-mile fulfillment nodes: They must hold the right SKUs close to demand to meet rapid delivery windows; slow resupply or low distribution density increases delivery times and cancellations.
• CPG brands and exporters: Reaching thousands of fragmented small retailers requires local distribution and merchandising; they also need help with import, warehousing, and in-store placement to win shelf share.

How would they acquire their first 10, 50, and 100 customers

• First 10: Founder-led pilots with nearby corner shops and small restaurants using a simple ordering channel (e.g., WhatsApp) and consignment or a free first-week restock to prove 8-hour delivery and reduced stockouts; collect daily sell-through and quotes for case studies.
• First 50: Deploy 2–3 field reps and a small picking crew to target stores in tight 1–2 km clusters around the micro-fulfillment center; run 2–4 week discounted pilots with scheduled delivery windows and merchandising, then convert to paid using testimonials and SKU onboarding discounts.
• First 100: Sign one or two small chains or a CPG partner to push assortment into many outlets at once; standardize onboarding (POS checklist, merchandising kit, 1-page SOPs) and add referral incentives; use partner-funded promotions and enforce KPI SLAs to scale ops without founder involvement.

What is the rough total addressable market

Top-down context:

Southeast Asia’s total retail market is estimated at about $1.1T in 2024; within grocery, small-format/traditional outlets still account for the majority of sales, around 73% by BCG estimates (IMARC, BCG via BIIA / Chemlinked).

Bottom-up calculation:

Illustrative: focusing only on the Philippines’ sari-sari stores (about 1.3 million), if 20% are urban/peri-urban and addressable (260k stores) and each generates ~$300 of weekly restock GMV via a distributor at a 12% gross margin, that implies ~$1,872 gross margin per store per year and roughly ~$487M/year in distributor-margin TAM in the Philippines alone (Deloitte).

Assumptions:

• Uses the Philippines’ 1.3M sari-sari store count as a conservative, single-country proxy; limits to 20% urban/peri-urban addressable stores.
• Assumes ~$300 weekly restock GMV per active store through a distributor and a 12% distribution gross margin.
• Excludes restaurants, dark stores, and other Southeast Asian countries; figures represent distributor-margin (not GMV).

Who are some of their notable competitors

• Growsari: Philippines B2B platform and distributor for sari-sari stores, offering ordering, logistics, and services tailored to micro-retail.
• Ula: Indonesia B2B commerce and supply platform serving small retailers (warungs) with inventory, credit options, and logistics.
• GudangAda: Indonesia B2B marketplace connecting FMCG wholesalers and retailers, with logistics and financing integrations.
• Dropee: Malaysia B2B wholesale marketplace and procurement software connecting brands/distributors to SMEs and retailers.
• Warung Pintar: Indonesia platform digitizing warungs and enabling B2B supply and distribution to micro-retailers.