Movo’s Capital Efficiency Formula: Lessons from Building 99 Taxis to Movo

Movo’s Capital Efficiency Formula: Lessons from Building 99 Taxis to Movo

Most startups view massive capital raises as a badge of honor. But in a recent episode of Category Visionaries, Jason Radisson revealed how achieving Latin America’s first clean unicorn exit came from a ruthlessly efficient approach to capital deployment.

The 20X Capital Efficiency Breakthrough

At 99 Taxis, Jason and his team achieved something remarkable: “We pride ourselves, were able to get to our first billion dollars of GMV having spent $50 million. So that’s a 20x ratio, which is to this day, one of the most efficient scale ups that’s ever been in the technology industry.”

This wasn’t accidental. It came from being “very thoughtful and planful in terms of how you’re sort of rolling the service out and these growth activities and essentially just not doing careless things. Still experimenting a lot, but being very planful in the way you build up the company.”

Market Selection as Capital Strategy

The efficiency started with market selection. “The best product market fit, really, in the world. Ride sharing was in Latin America in particular in secondary cities,” Jason explains. These cities offered perfect conditions: “You’ve got a really ready pool labor, you’ve got a ton of underemployed folks all around the city and in the surroundings, and you’ve got a really sort of snarled infrastructure and lack of infrastructure and terrible traffic and other inconveniences.”

Applying Lessons to Movo

At Movo, this capital efficiency mindset shaped their entire approach to building. Rather than raising huge rounds immediately, they bootstrapped through the pandemic, ensuring product-market fit before scaling.

“Throughout the pandemic, really our main value out there and the impact were able to have was in providing access to jobs and making sure that food manufacturing, a number of logistics, and last mile logistics companies and companies like that, some medical device manufacturing and others, were all able to kind of keep the trains on time.”

Strategic Use of International Markets

They leveraged international markets strategically: “Having gone abroad as early as we did, that allowed us to get hundreds of thousands of additional workers on our platform, which was just so helpful in terms of rounding out the tech, training our models, getting a very robust system.”

Enterprise Focus for Efficient Growth

Rather than broad marketing campaigns, Movo targets strategic enterprise buyers. They’re “working with early adopters on big problems. We’re not sort of out there just trying to do everything with Internet advertising or relying on cold calling or these kinds of things, but more kind of in the trenches deep with big blue chip companies working on big problems.”

The Bootstrapping Decision

Looking back, Jason reflects that they might have raised earlier: “The fundraising process and just we could have run a lot faster in the early part of the pandemic if we had been well funded and not bootstrapping and not sort of having to fund our growth out of profits, out of the ongoing business.”

However, this constraint forced discipline in their growth approach. They focused on companies where their solution would be “a strategic priority for the company. And those are the only clients that we’re looking to work with.”

Results of the Approach

The strategy is working. Six months into commercial rollout, their “paid user counts on the software deployment are increasing about 100% a month.” This growth comes from strategic deployment of capital rather than massive spending.

Lessons for Founders

For B2B founders, Movo’s capital efficiency playbook offers crucial insights:

• Market selection can be more important than marketing spend
• Strategic enterprise customers reduce acquisition costs
• International expansion can accelerate product development efficiently
• Bootstrapping enforces discipline but may slow initial growth
• Focus on fundamental value creation rather than feature expansion

The key is balance. As Jason’s experience shows, capital efficiency doesn’t mean avoiding investment – it means being “thoughtful and planful” about how every dollar drives growth. Sometimes that means bootstrapping, sometimes it means raising earlier, but it always means maintaining the discipline to deploy capital strategically rather than carelessly.