Ethiopia - Business creation project

Describe your project or startup in a few words

Taberna is a neighborhood based grocery delivery startup that aims to provide convenient, affordable, and flexible grocery delivery services to customers within a 500-meter radius from independent kiosks using walking delivery personnel.

01.01 Describe your project in more detail

Taberna provides a solution by connecting customers and kiosks through a digital platform. With Taberna, customers can browse a wider selection of products from multiple kiosks, place orders, and receive delivery to their doorstep with our walking delivery person. What sets Taberna apart is our focus on the neighborhood-based model, which allows us to provide hyperlocal services to customers and create a community-driven platform. By partnering with local kiosks and supporting their growth, we can improve the livelihoods of small business owners and contribute to the local economy.

01.02 What is the main problem you are trying to solve?

In urban Ethiopia, there are over 6 million households that rely on kiosks to purchase their daily necessities, such as food, drinks, and other fast-moving consumer goods (FMCGs). However, traditional kiosks face several challenges in meeting customer demands, including limited product/stock availability, lack of delivery services, and inconvenient payment options. Additionally, customers often have to visit multiple kiosks to find everything they need, which can be time-consuming and frustrating.

01.03 Tell us the major benefits and/or advantages of using the product/service that your project intends to provide (at least 3).

Convenience: Our platform offers a more convenient shopping experience, allowing customers to order their favorite FMCG products from the comfort of their homes and have them delivered to their doorstep. Cost-effective: Our platform offers competitive pricing on all products and delivery fee. Delivery: Our delivery system is highly efficient, with orders delivered within 15 minutes, and we offer delivery within a 500m radius of the customer and/or kiosk.

01.04 Please describe who exactly your project is aimed at serving. Who are the targeted beneficiaries?

Initial targeted customers are; Residents in Addis Ababa: This includes families, busy professionals, and individuals living in communal living areas such as apartments and condominiums. These residents often face challenges with grocery shopping due to time constraints and limited access to nearby stores. Elderly and Disabled Individuals: People with mobility issues who find it difficult to go out for grocery shopping can greatly benefit from our convenient delivery services. Independent Kiosk Owners: Small business owners operating kiosks in neighborhoods who struggle with limited customer reach and sales. By partnering with Taberna, they can expand their customer base and increase revenue through our delivery platform. Eco-Conscious Consumers: Individuals who are concerned about the environment and prefer eco-friendly services. Our walking delivery personnel and use of eco-friendly grocery bags appeal to this demographic.

01.05 When did you start working on your project?

2023-10-01

01.06 How many other partners are associated with your business venture?

1

01.07 Among the other partners, how many are female?

1

01.08 Please describe the profile of each of the other partners (skills, experience, etc.)

Delilah Dessalegn BSc in Software Engineering - Addis Ababa Institute of Technology She has extensive experience on building different platforms, including a logistics management system for one of the leading logistics company in the country. She also has worked at a data analysis company based in Singapore. Delilah and I had worked together in the past where she was heading the operations department and I was heading business development. I have seen her skills on running projects and delivering them as planned if not more.

01.09 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link here:

https://taberna.softr.app/

01.10 Which industry best describes your project?

e) Secondary commodities (cars and parts, consumer durables and apparel, retail)

02.01.01 My project contributes to the No poverty goal

4

02.01.02 No poverty - Justification

As our business grows we will be able to increase the revenues of mom and pop kiosks who are on the verge of closing. In addition, we will employ numerous of youth and have them generate income for themself and their families.

02.02.01 My project contributes to the Zero hunger goal

5

02.02.02 Zero hunger - Justification

We will enable the sales of products at a lower price to reach the ones unable to get it at a market price.

02.03.01 My project contributes to the Good health and well-being goal

1 - Strongly Disagree

02.03.02 Good health and well-being - Justification

02.04.01 My project contributes to the Quality education goal

1 - Strongly Disagree

02.04.02 Quality education - Justification

02.05.01 My project contributes to the Gender equality goal

1 - Strongly Disagree

02.05.02 Gender equality - Justification

02.06.01 My project contributes to the Clean water and sanitation goal

1 - Strongly Disagree

02.06.02 Clean water and sanitation - Justification

02.07.01 My project contributes to the Affordable and clean energy goal

1 - Strongly Disagree

02.07.02 Affordable and clean energy - Justification

02.08.01 My project contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification

We will boost the digital economy for kiosks and bring their trading to the 21st century, this will boost employment for delivery people and the income of the kiosks.

02.09.01 My project contributes to the Industry innovation and infrastructure

6

02.09.02 Industry innovation and infrastructure - Justification

Innovation doesn't mean copy and pasting, but adopting to the environment. As kiosks are key pillars of the african economy, the best way to grow it is by digitizing it and making them more accessable.

02.10.01 My project contributes to the Reduced inequalities goal

1 - Strongly Disagree

02.10.02 Reduced inequalities - Justification

02.11.01 My project contributes to the Sustainable cities and communities goal

5

02.11.02 Sustainable cities and communities - Justification

As it is neighborhood based and done by walking delivery personnel, this creates a safe and sustainable city.

02.12.01 My project contributes to the Responsible consumption and production goal

7 - Strongly Agree

02.12.02 Responsible consumption and production - Justification

Through the data fed on the consumption scale, we will be able to forecast upcoming ups and downs, which enables agribusinesses to make an adjusted production plan. We can decrease food wastage through campaigns and proper product management.

02.13.01 My project contributes to the Climate action goal

4

02.13.02 Climate action - Justification

Using walking delivery people makes us a carbon neutral startup as we don't release harmful gas during our logistics, and yet we are the fastest.

02.14.01 My project contributes to the Life below water goal

1 - Strongly Disagree

02.14.02 Life below water - Justification

02.15.01 My project contributes to the Life on land goal

4

02.15.02 Life on land - Justification

As kiosks are the main outlets for single use plastics, we can have them reduce the use, then slowly replace it with an eco-friendly grocery bag.

02.16.01 My project contributes to the Peace justice and strong institutions goal

3

02.16.02 Peace justice and strong institutions - Justification

02.17.01 My project contributes to the Partnerships for the goal

4

02.17.02 Partnerships for the goal - Justification

05.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

4

05.02 The product/service we envision creating represents an entirely new type of product/service.

5

05.03 The product/service we envision creating could be described as a new technology.

4

05.04 The product/service we envision creating is an improvement on an existing product or service.

6

05.05 The product/service we envision creating could be described as an extension of a range of products or services.

2

05.06 The product/service we envision creating responds to a demand or need that has not been satisfied by other products/services.

7 - Strongly Agree

05.07 The product/service we envision creating is a new version of an old product/service.

3

05.08 Justification

Grocery delivery is not new to the Ethiopian market, but Taberna does it from your neighborhood kiosk making the delivery faster, cheaper than other service providers.

05.09 Who are your main potential competitors and what makes you stand out from them?

Beu, ZMall, Asbeza, Seregela, Saba Taberna is neighborhood based making our delivery the fastest and cheapest The products sold on the platform are cheaper than the competitors as theirs is sourced from supermarkets who have a higher margin.

10.06 Are you initiating actions within your community to promote the role of female entrepreneurs?

Yes, starting from my co-founder being a female, I have worked with and mentored multiple female entrepreneurs focusing on business development and market entry strategies.