FreshDirect Base Case

By Larry Dignan  |  Posted 2004-02-17 Print this article Print

Is online grocer FreshDirect about to succeed where Webvan failed miserably?

FreshDirect Base Case Headquarters: 23-30 Borden Ave., Long Island City, NY 11101

Phone: (718) 928-1000

Chief Technology Officer: Myles Trachtenberg

Financials: Privately held with $90 million in revenue for first full fiscal year ended Sept. 30, 2003. Company says it's now profitable.

Challenge: Expand use of existing facility from 12% of capacity to 30% or more while maintaining quality. Expand delivery into new areas in New York City.

  • Deliver seven days a week, up from the existing six-day schedule.
  • Boost average order size by roughly 10%, to $110.
  • Begin tracking speed and quality metrics, such as time to process order from raw material to delivery.
  • Allow managers to access metrics.

Business Editor
Larry formerly served as the East Coast news editor and Finance Editor at CNET News.com. Prior to that, he was editor of Ziff Davis Inter@ctive Investor, which was, according to Barron's, a Top-10 financial site in the late 1990s. Larry has covered the technology and financial services industry since 1995, publishing articles in WallStreetWeek.com, Inter@ctive Week, The New York Times, and Financial Planning magazine. He's a graduate of the Columbia School of Journalism.

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