Webvan was founded in the heyday of the
dot-com boom in the late
1990s by
Louis Borders, who also co-founded the
Borders bookstore in 1971. Webvan's original investors included
Goldman Sachs and
Yahoo!, who encouraged it to rapidly build its own infrastructure (the
first-mover advantage strategy popularized by
Amazon.com) to deliver groceries in a number of cities.Some
journalists and analysts blamed this serious error of judgment on the fact that none of Webvan's senior executives (or major investors) had any management experience in the supermarket industry, including its CEO
George Shaheen who had resigned as head of Andersen Consulting (now
Accenture), a management consulting firm, to join the venture.
Webvan tried to embrace a total customer satisfaction model involving a 30 minute window delivery without considering that many working customers would like their groceries delivered at home at night.
While Webvan was popular, the money spent on infrastructure far exceeded sales growth, and the company eventually ran out of money. For example: Webvan placed a $1 billion (
USD) order with engineering company
Bechtel to build its warehouses, bought a fleet of delivery trucks, purchased 30
Sun Microsystems Enterprise 4500
servers, dozens of
Compaq ProLiant
computers and several
Cisco Systems model 7513 and 7507
routers, as well as more than 80 21-inch
ViewSonic color monitors and at least 115
Herman Miller Aeron chairs (at over $800 each).
Why did they fail?
What are the patterns and warning signs? How can we detect the warning signs
in organizations before it is too late?
Four Explanations
behaviors that lead to failure:
1. Executive Mindset Failures - Breakdowns in how
executives perceive reality for their companies
2. Delusions of a Dream Company - How people
within an organization face up to their reality
3. Lost Signals - How information and control
systems in the organization are mismanaged
4. Patterns of Unsuccessful Executive Habits - How
organizational leaders adopt unsuccessful behaviors
As part of its shutdown process, all non-perishable food was donated to local food banks. Webvan's legacy consists of thousands of colored plastic shipping bins for groceries that are still sitting in customers' basements and closets, and a lucrative severance package for ex-CEO Shaheen