FIRST GTM brain

category

market profile

• text: Restaurants coordinate orders across their own drivers and third-party fleets, often while managing delivery costs and customer visibility.
• text: Ordering platforms and independent fleets need centralized dispatch and integrations across merchants and delivery providers.

personas

• title: Pizza shop owner or general manager
  pains:

  • Third-party delivery commissions erode margins
  • Driver coverage falls short during peaks or outside the usual delivery zone
  • Customers lack a consistent branded tracking experience
• title: Delivery fleet operations manager
  pains:

  • Dispatching and scheduling drivers across merchants is fragmented
  • Overflow orders need external fleet coverage
  • Operators lack consolidated delivery performance data
• title: Ordering platform product or operations leader
  pains:

  • Integrating individual fleets consumes engineering time
  • Managing many merchants and provider invoices creates operational overhead

icp

• text: Pizza shops and restaurants offering direct delivery, especially those combining in-house drivers with third-party capacity.
• text: Multi-merchant ordering services and independent delivery fleets with recurring dispatch volume and integration needs.

message pillars

• text: Consolidate orders for operational control.
• text: Choose between internal and external fleets with configurable dispatch rules.
• text: Give customers a branded tracking experience.

objections

• objection: Will switching disrupt our delivery operations?
  response: Evaluate the self-serve onboarding and existing order integrations with a limited location pilot.
• objection: Will the savings outweigh the subscription and delivery fees?
  response: Compare current commissions and dispatch costs with the published plan and per-delivery charges for your order mix.

competitors

• name: Shipday
  why: Restaurant delivery dispatch and driver management alternative.
• name: Cartwheel
  why: Restaurant delivery management alternative.
• name: DelivApp
  why: Restaurant and delivery management platform competitor.

influencers

• name: Andrew Nakkache
  url: https://www.linkedin.com/in/andrewnakkache
  why: FIRST co-founder and CEO posts about hybrid delivery operations and partnerships.

keywords

• restaurant delivery management software
• pizza delivery dispatch
• third party delivery fleet integration
• restaurant driver tracking
• delivery order aggregation
• delivery fleet management

voice

• practical and operational
• growth-oriented
• plainspoken

signals

• text: Restaurant is building a direct delivery channel or adding its own drivers.
• text: An ordering platform is adding merchants and needs multiple delivery providers through one integration.

stack

• Delivery API
• driver mobile app

hiring

• Head of Europe

pricing

motion

channels

• SEO
• LinkedIn
• self-serve website
• sales demos

confidence

Founders

• name: Andrew Nakkache
  title: Founder
  role: Founder
  bio: Hey, I'm Andrew! I originally got into YC for a business called Habitat Logistics, where we delivered orders from Grubhub, Uber, and DoorDash. 
In having to build our own software, we realized that…everyone is having to build their own software. Before starting Habitat and now FIRST, I graduated from Temple University in Philadelphia and graduated with a degree in economics. I'm particularly fascinated by behavioral economics. I also enjoy playing tennis and skiing.
• name: Michael Paszkiewicz
  title: Founder
  role: Founder