Evaluating only Gett (Q by Gett crisis)’s profile at its peak — without knowing the outcome — the model ranked Unit economics as the #1 likely cause. Documented cause: Failed pivots.
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Documented cause
Gett launched as a B2C ride-hailing competitor to Uber in multiple markets. Unable to compete with Uber's network effects and subsidies globally, Gett pivoted to corporate ground transportation (B2B). The B2B pivot worked partially — Gett became a significant corporate mobility platform — but the company raised $690M partly on B2C promises it couldn't keep, and its valuation was significantly written down as the B2C operations were shuttered.
Lesson
“A pivot from B2C to B2B requires more than a product change — it requires a valuation reset. Investors who funded you at consumer multiples did not fund you at enterprise multiples. The capital structure must be renegotiated alongside the product strategy.”
FAQ
What happened to Gett?
Gett, an Israeli ride-hailing unicorn with $690M raised, failed to compete with Uber in B2C markets and pivoted to corporate B2B ground transportation. The B2C operations were shuttered and the company's valuation was significantly written down.