MICROMOBILITY Santi Ureta
All this experience, combined with his time as a consultant for sustainable fleet operators, gave Ureta a clear understanding of the pain points facing those in the transport industries, particularly around sustainability, and then around the actual management of the fleet.
Pain points On setting up a fleet with Dija and Gopuff, Ureta said: “Firstly I wanted the fleet to be sustainbable to make the consumer proposition more appealing, and everyone has Net Zero targets. “We know that last-mile emissions are increasing, so it’s a no-brainer to have a sustainable, electric fleet. But that was easier said than done.
“I had two main problems - the first was on the sourcing side, and the second was on managing the fleet.” While setting up the last-mile delivery fleet, Ureta needed a multimodal fleet (different vehicles for different jobs), which meant he couldn’t source vehicles from a single firm. Then after finally sourcing the vehicles he needed for the fleet from six different service providers in London, Ureta then needed to manage these different vehicles. “That’s where the second problem appeared,” he said.
PROBLEM SOLVERS
Papaya is a fleet management platform that helps operators improve their efficiency and sustainability. Founder Santi Ureta explains the inspiration behind the company
S
anti Ureta is a man with plenty of experience of start-ups. Having started his career with Deliveroo in
Spain, he then made his move into the transport industry with start-up Orkestro, which specialised in last-mile delivery, where he was product operations manager. Ureta, who is from Barcelona, then moved to Dija, a grocery delivery company that was later acquired by Gopuff, where he worked as product manager.
34 | August 2023
“Every single service provider had their own systems to interact with. Those systems were like WhatsApp groups, email, Google Spreadsheets, some of them had public management tools, and as a fleet manager I had to interact with all of them.” After all of this to launch one fleet in London,
Ureta then needed to expand to Manchester and Paris, so would have to start the whole process again. That is how the idea for Papaya was born. First up for Papaya and its founders was to establish a single platform that would allow fleet operators to manage their vehicles efficiently, without dealing with multiple operators simultaneously. Ureta said: “Papaya is a platform to source and manage electric vehicles, and to interact with all stakeholders on one single platform. “We’re trying to build this digital infrastructure where everyone can come in and interact with each other. “But if we start at the top, we have a very clear mission: We
want to help fleet operators electrify their fleets.” Founded in 2022, Papaya is targeted towards any
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