One of Asia's fastest growing start-ups, Go-Jek has amassed a following since launching. The app quickly evolved from its original taxi-hailing mission into a one-stop shop for on-demand services, such as ordering take-away meals, couriers and even masseuses.

Only one way to go

Harvard Business School graduate Makarim realized that ojeks could have huge potential, if only they were coordinated by technology.

Go-Jek, much like other car-hailing apps, harnesses GPS technology to connect users with available drivers nearby.

The power of mobile

Go-Jek launched as a website in 2011, but didn't see serious momentum until 2015 when the company unleashed its app.

"Indonesia is leading the packing in the mobile revolution," says Makarim. "I believe in five to seven years time almost everybody will have a smartphone."

To date, the app has been downloaded 25 million times, and there are more than 240,000 Go-Jek drivers across Indonesia.

An app for everything

"Our toughest decision now is what not to do," laughs Makarim.

But he's not joking.

The brand has quickly diversified its services: Go-Busway lets users track Jakarta's buses, Go-Pay offers a mobile payments system, and Go-Massage provides on-demand beauty services.

In the future, Makarim says the company will focus on turning the "Go" brand into a one-stop shop for local services, rather than expanding internationally.

"We firmly believe in the hyper-expansion of services within one geography," he says. "We have no incentive to go abroad yet."

With a population of 250 million, there's plenty of untapped potential at home in Indonesia.

More than that, Makarim says staying successful locally is a point of patriotism.

"There's a lot of national pride riding on Go-Jek," he says. "People are really proud that global innovation is created in Indonesia, and I think that goes a long way for the founders."