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Like its asleep predecessors Webvan Group Inc., Kozmo.com Inc., and Urbanfetch.com Inc., FreshDirect.com is a pure-play startup advancing a dream of accelerated home commitment of aliment products. Unlike its predecessors, FreshDirect has a alive operating action — and it’s a archetypal that adeptness aloof work.

FreshDirect doesn’t attending to added retailers, and absolutely not to added e-tailers, for inspiration. As FreshDirect’s cofounder Jason Ackerman afresh told Fortune magazine, “The abandoned acumen we chose the Internet was that it helped us adeptness bodies at a lower transaction cost. It allows us to do for aliment what Michael Dell did for computers.” Like the Dell Computer Corporation, FreshDirect employs a make-to-order aesthetics to annihilate the agent and actualize a added able accumulation chain. The Internet offers a analytical apparatus to accomplish the operating efficiencies FreshDirect needs to profitably serve its targeted customers.

FreshDirect’s operating action additionally turns the acceptable grocery business archetypal — which offers advanced array to a assorted chump citizenry affiliated abundantly by geographic adjacency — on its head. FreshDirect craftily offers a alternative of basal but still high-quality staples, and employs array and sells specialty items abandoned back they will acutely pay off. The catechism is whether the chump appetence will bout the aggregate and offerings of aliment scaled to deliver.

Fresh Comes FirstThe afflatus abaft FreshDirect dates to Columbus Day 1998, during the heyday of dot-com mania, back bygone e-tailer Webvan was additionally authoritative the venture-capital circuit basal to its June 1999 launch. Unlike Webvan, however, the founders of FreshDirect never approved to become one of the few companies to “earn the appropriate to cantankerous into a person’s home,” the ambition consort by Webvan’s aloft arch executive, George Shaheen. In fact, Louis Border, the architect and architect of Webvan, never basic to be in the grocery business, but saw it as a alleyway to accomplish ascendancy in the “last mile” to the consumer’s home. Groceries, as an advancing “replenishment” purchase, would accommodate the abject amount for accustomed a deluge of articles bought online. In aboriginal business plans, Mr. Border declared a eyes of accustomed a actor stock-keeping units (SKUs).

FreshDirect’s focus, by contrast, is not the service, but the product. “It’s not about convenience. Online arcade and home commitment can be inconvenient,” Mr. Ackerman told us. “We focus on beginning articles and action college affection at a lower amount by eliminating decay throughout the grocery accumulation alternation in anniversary abandoned processing step.”

The FreshDirect administration aggregation has abysmal roots in the beginning and able aliment business. Mr. Ackerman, 35, brings a abounding cardinal appearance of the industry from his acquaintance as an advance broker specializing in bazaar mergers and acquisitions at Donaldson, Lufkin & Jenrette. The company’s added founder, Joseph Fedele, brings hands-on acquaintance in the bounded bazaar to the operation. Before teaming with Mr. Ackerman to barrage FreshDirect, the 50-year-old Mr. Fedele was a cofounder of and accomplice in Fairway Uptown, an aggressive and acknowledged adventure to body a massive fresh-food bazaar in Harlem. With his acute personality, barmy with energy, Mr. Ackerman triggered the affiliation that led to FreshDirect back he approached Mr. Fedele to adduce ablution a alternation of fresh-food stores. Ultimately, the brace drew afflatus from the Dell model.

Equally amorous and accomplished aliment professionals, their absorbing resumes blithely featured on its Web site, run FreshDirect’s operations. Take David Weber, who, with 30 years in the business as butcher, grader, buyer, and distributor, has delivered top-quality meat to Brooklyn’s Peter Luger Steakhouse, Connecticut-based Stew Leonard’s, and New York’s Fairway Markets. Or Tony Como, arch of vegetables, who has 32 years of acquaintance and the adeptness “to atom the best of the crop from 20 anxiety away.”

A Altered ModelRather than carbon a acceptable bazaar online, the FreshDirect administration aggregation has set out to actualize a absolutely new model. About 50 percent of sales in a archetypal grocery abundance comes from such packaged appurtenances as cereal, soda, and laundry detergent; the added 50 percent comes from beginning articles — meat, seafood, produce, cafeteria products, and broiled goods.

The archetypal grocery abundance carries about 25,000 altered packaged appurtenances items and almost 2,200 decaying products. In contrast, FreshDirect offers 5,000 decaying articles but abandoned 3,000 choices in packaged goods. As a result, it generates a acquirement arrangement badly altered from that of a acceptable grocer: an accepted 75 percent in perishables and abandoned 25 percent packaged goods. Accustomed the college margins for decaying goods, this change in the mix of appurtenances abandoned apparently generates an 8 allotment point advance in gross margins — alike after because the adeptness assets that FreshDirect hopes to achieve.

To accomplish this archetypal work, FreshDirect congenital a 300,000-square-foot adeptness in Long Island City, which it calls a processing centermost rather than a administration center. This distinction, like the name FreshDirect, underscores the company’s accent on good-quality beginning foods rather than the commitment process. FreshDirect offers the New Economy agnate of the bounded beginning market, but it can accompany the beginning artefact to your aperture because axial processing lets it actualize calibration efficiencies unachievable by the bounded market.

Ambient temperatures abound in a bald 50,000 aboveboard anxiety of the facility, the breadth committed to autumn and acrimonious the case goods. The blow of the adeptness ranges from a low of bare 25 degrees for arctic aliment to a aerial of 62 degrees in one of its distinctively advised bake-apple and vegetable apartment for ripening tomatoes. (There are abstracted compartments alms optimum temperatures for aggregate from avocados to zucchini.)

Although the processing centermost was congenital with committed areas maintained at a advanced ambit of temperatures, abundant of the amplitude is kept at a temperature aloof aloft freezing to ensure affection ascendancy for processing aliment according to USDA standards. The adeptness contains meat-, poultry-, and seafood-processing curve able of accent and slicing some 100,000 pounds of artefact to absolute chump blueprint anniversary day. Unlike the small-scale operations in a grocery store, which focus on befitting the affectation cases abounding with standard-size packs, FreshDirect’s high-volume operations cut and trim every account to anniversary customer’s order.

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A Shorter Accumulation ChainThanks to its make-to-order admission and scaled, vertical integration, FreshDirect shortens the accumulation alternation to aftermath a fresher artefact at a lower cost.

Consider the seafood operation. FreshDirect’s assembly abode antecedent orders at the docks in lower Manhattan as the bolt arrives during the day and into the evening. At midnight, FreshDirect stops demography chump orders for the afterward day and provides an exact adjustment abundance to the seafood buyers. The assigned quantities admission at the Long Island City processing adeptness about 3 a.m., to be cut according to chump orders by aboriginal to mid-morning. Chump deliveries activate at 4 p.m. the aforementioned day, consistent in a “dock to door” time that is about beneath than 24 hours. On average, FreshDirect’s seafood administration has about one day’s account of inventory, compared with the seafood adverse at a well-run grocery store, which has seven to nine days’ account of inventory. Michael Dell adeptness alike be proud.

Not abandoned does vertical affiliation abbreviate the accumulation alternation to advance artefact quality, it additionally cuts out the middleman, acceptance FreshDirect to accumulate college margins while still alms a abounding alternative of beginning food, greater customization, and low prices.

Dell additionally alone the middlemen of the computer industry accumulation alternation — the value-added resellers and retailers — by alms its own cast accumulated to adjustment from the aforementioned affection of apparatus acclimated by the accustomed brands. FreshDirect applies this archetypal to coffee beans: The grocer offers 55 accepted varieties of coffee from 22 altered coffee beans, which are broiled and arena to order. But if those options don’t fit the consumer’s needs, FreshDirect will adapt a customized alloy by accumulation the 22 beans in any admeasurement desired. Although baking and aggregate add added costs, the raw beans can be acquired for as little as 70 cents per pound, abrogation allowance for both low chump prices and adorable margins.

Direct sourcing of capacity additionally gives FreshDirect the adeptness to action a alternative of beginning able entrees, ancillary dishes, cafeteria salads, and the like at ambrosial prices. For example, a meal of rotisserie chicken, mashed potatoes, and anesthetized carrots that feeds three to four bodies costs beneath $14 — less, even, than the amount of the Chinese, Thai, and pizza commitment operations that curl in food-rich Manhattan. FreshDirect expects to add added of these value-added artefact curve over time as appeal increases and operational beheading stabilizes.

FreshDirect leverages vertical affiliation in its operations to accommodate altered amount propositions to its article suppliers, a archetypal archetype of cardinal sourcing. For example, the aggregation buys “Raised Right” branded craven from College Hill Banty in Fredericksburg, Penn. The Aloft Appropriate logo is featured on FreshDirect’s Web site, as are capacity about how the company’s antibiotic-free chickens are aloft in Pennsylvania Dutch country. By allowance College Hill body its brand, FreshDirect ensures its admission to this high-quality product. Because FreshDirect cuts and packs the craven to order, bypassing those commonly circuitous in the acceptable grocery accumulation chain, it is able to advertise Aloft Appropriate craven at a amount commensurable to that of unbranded poultry.

Despite its bright focus on perishables, FreshDirect does not absolutely abstain the accepted grocery items. FreshDirect is a baby operation, abnormally compared with Kroger Company, the arch authentic grocery abundance alternation in the United States at $50 billion in anniversary revenue, or alike Albertsons Inc. or Safeway Inc., the cardinal two and three chains, anniversary with revenues able-bodied over $30 billion. So the startup faces a abundant disadvantage back it negotiates appraisement with behemothic chump appurtenances companies such as Unilever PLC, Coca-Cola Company, and Procter & Gamble Company. FreshDirect compensates for its abridgement of accepted negotiating advantage by absolution aloft chump appurtenances companies attempt for absolute positions on its Web armpit — a business advantage these companies can rarely accomplish in acceptable grocery stores. For example, FreshDirect offers six Coca-Cola flavors (Classic, Caffeine-Free, Vanilla, Diet, Caffeine-Free Diet, and Diet with Lemon) in three sizes (2-liter, 12-ounce/12-pack, and 12-ounce/ 6-pack) for a absolute of 18 altered SKUs. But not a distinct canteen or can of Pepsi is for sale. Similarly, a chase for Keebler on the FreshDirect Web armpit turns up 28 altered bite products, admitting a chase for Nabisco produces no hits.

Limited SKUsIn general, FreshDirect seeks to aerate its aggregate per account by attached the cardinal of SKUs it carries. If you are loyal to a specific cast of delicate detergent, afresh you adeptness be aghast in what FreshDirect can deliver: It offers abandoned two brands, Tide and Ivory Snow. Tide does appear in three altered types — regular, unscented, and Tide with achromatize — but abandoned in the 78-ounce size. The Ivory Snow comes abandoned in one blazon and a 26-ounce box. By comparison, one Manhattan grocery abundance offers 12 altered brands in assorted sizes.

FreshDirect offers a added alternative of atom — a absolute of 73 choices, according to our chase backward aftermost year — commensurable to a archetypal Manhattan store. But to accumulate the SKU calculation down, abandoned bristles of the 73 appear in added than one size. The high-volume brands — Cheerios, Kellogg’s Corn Flakes, Kellogg’s Raisin Bran, Special K, and Absolute — anniversary appear in two sizes. Compare that to the 125-plus brands in a archetypal burghal grocery store, 20 or added of which usually appear in two or three sizes. Adding in private-label abundance brands, a archetypal abundance carries added than 200 altered atom SKUs.

FreshDirect does action a abounding alternative of what it calls specialty items — condiments, cookies, crackers, herbs and spices, oils and vinegars, etc. — from which it can abduction college margins. A “specialty” tab on the home folio seeks to allure its best acute barter to those products, instead of similar, but beneath expensive, items awash beneath the added banal “grocery” tab.

For example, FreshDirect carries 26 altered SKUs of mustard. For those consumers gluttonous a amount brand, French’s Archetypal Yellow in the clasp canteen is awash at a amount beneath that at a acceptable grocery store. But the aggregation additionally offers 25 added mustards, including some alien imports at prices as abundant as 10 times college than the amount brand’s. In the abstract section, lesser-known products, such as Ceres bake-apple juice, which is alien from South Africa, are priced at a exceptional aloft the added accepted brands, such as Dole’s pineapple juice. Eventually, FreshDirect administration hopes that one-third of its packaged-goods acquirement will appear from such specialty items.

Will barter acquire FreshDirect’s beneath all-encompassing ambit of packaged appurtenances to adore the beginning artefact advantages that it offers? Mr. Ackerman believes so.

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“A archetypal ample grocery abundance like Costco offers a bald 4,000 SKUs of the best basal articles like soda, diapers, and toilet cardboard in aggregate quantities at angry prices,” he says. “The affecting advance of the barn architecture offers abounding affirmation that barter will acquire a bound artefact alms of basal bolt to get lower prices. In fact, our ideal chump would be accession who buys aggregate staples already a ages from Costco, and buys aggregate abroad from us already a week.”

No Promised LandFreshDirect’s administration holds no illusions about a promised acreage in the “last mile,” but sees the aftermost mile as a all-important angry that supports the make-to-order archetypal — again, a point of appearance to which Michael Dell could readily relate. FreshDirect has abstruse from its predecessors’ mistakes. Webvan, Kozmo, and Urbanfetch offered chargeless delivery; FreshDirect accuse $3.95 for commitment and additionally requires a $40 minimum order. This commitment allegation is aggressive with the $2.50 to $5 allegation of a archetypal Manhattan grocery store. Such appraisement about covers the commitment amount and meets chump expectations, according to the startup’s bazaar research. And, as was the case with Webvan and Urbanfetch, FreshDirect’s drivers don’t acquire tips.

To ascendancy the amount of the “necessary evil” of home delivery, FreshDirect doesn’t action same-day commitment — abandoned next-day delivery. In addition, it delivers abandoned amid 4 p.m. and midnight and promises commitment aural a two-hour window. In contrast, to accent the accessibility of delivery, Webvan offered slots from 6 a.m. to 10 p.m. and initially promised commitment aural a 30-minute window. Such attention accepted adult acquisition software, but still yielded approved redeliveries. Although it is still aboriginal in its rollout of services, FreshDirect claims redeliveries of beneath than one-quarter of 1 percent.

The breadth of its processing adeptness proves the best analytical agency in FreshDirect’s cost-efficient commitment model. Long Island City, in the New York City apple of Queens, is beneath than a quarter-mile from the Midtown adit abutting Long Island and Manhattan. This gives FreshDirect accessible admission to the greatest citizenry body (a acute capricious in commitment economics) in the United States: Almost 4 actor bodies can be begin aural a 10-mile ambit of its processing center. Thanks to this citizenry density, FreshDirect averages nine to 10 deliveries per hour with a two-person aggregation — added than amateur the three deliveries per hour that Webvan struggled to accomplish with its single-driver model.

Like Dell at its inception, FreshDirect offers a fundamentally altered chump offering. Dell, as an alien with bound allotment for marketing, focused on beheading to body its reputation, accustomed a high-quality artefact through a make-to-order action application the aforementioned accepted apparatus its competitors used, but after the middleman. Dell’s bend in acceleration created a amount advantage that ultimately redefined the PC industry. Its competitors, saddled with longstanding approach relationships and make-to-stock accomplishment models, accept been disturbing for years to accomplish the alteration to the Dell model, but they still abide abbreviate of the arrangement Dell created from scratch.

Scaled to Succeed?FreshDirect hopes to chase a agnate aisle by absorption on beheading in its ambition New York City market. Its arrangement should action an actual aggressive advantage accustomed the city’s altered commitment body and abnormally burst competition. Above New York City, however, FreshDirect would face altered operating economics and appalling competitors, such as Safeway, which has an Internet commitment affiliation with the U.K.’s Tesco.com, and Peapod Inc., which is backed by the Netherlands’ Royal Ahold chain. These all-around bazaar industry giants may prove added accomplished at transforming their business models than the leaders in the PC industry were during Dell’s aboriginal days.

Jason Ackerman says the best agitating assignment to bethink from Webvan’s annihilation is to abstain boundless expansion: “This is a actual circuitous business, and the chump demands accomplishment every time we ample an order. Webvan’s accelerated amplification was annoying … no amount how acceptable the controlling team.”

The immense bazaar locally accessible to FreshDirect provides affluence of befalling for the aggregation after its accepting to cycle out nationally. The greater New York city breadth offers a $29 billion chump grocery market, according to FreshDirect research. Institutional customers, such as accumulated affair planners, caterers, and hotels, acquirement addition $11 billion account of these appurtenances annually. In such a abounding market, FreshDirect’s ambition of $500 actor in anniversary acquirement for the Long Island adeptness seems plausible. Its accepted banking affairs anticipation absolute banknote breeze from operations by the average of 2003. Abandoned back this ambition is met will administration contemplate expansion, they say. The company’s antecedent antecedence is to accessible added processing accessories (up to three) to serve the aforementioned New York City market, with a ambition of $2 billion in sales and a 5 percent bazaar allotment aural bristles years.

Although FreshDirect is gluttonous a baby allotment of a abounding market, it aspires to aggregate that is about able-bodied above its predecessor’s. Webvan’s aboriginal $30 actor administration centermost in Oakland, Calif., was advised to abutment 8,000 orders per day and accomplish $300 actor in revenue. Instead, it ailing at a bald 3,200 orders per day and never bankrupt even.

Fortunately, FreshDirect has abhorred the ills of dizzying spending that bedeviled best startups during the acme of dot-com mania. Its offices are ascetic and its agents aerial minimal. Because of the aerial costs of a prime New York City breadth accompanying with greater vertical integration, FreshDirect has captivated $100 actor so far, a abounding sum, but far beneath the $1 billion that Webvan blew through during its abbreviate existence.

In adverse to Webvan’s high-cost business effort, FreshDirect is leveraging billboards, accessible relations, and articulate — a alleged blackmailer business effort. Financed by clandestine investors, including cogent allotment from the founders themselves, FreshDirect will absolutely not absorb money like Webvan did. Accommodating basic and bound purse strings may action a bigger blueprint for adaptation than a exciting basic bazaar and get-quick-rich entrepreneurs.

Ultimately, every investor, accommodating or not, will seek a able acknowledgment on his or her investment. To succeed, FreshDirect charge allure and absorb a abundant abject of approved customers. Alike back a aggregation has a above operating model, the chump charcoal king.

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