Central online marketplace for agricultural producers in Qatar that simplifies their distribution process by commoditizing their products and selling through digital auctions to retailers & wholesalers
by pooling their products in a central location and selling them on auction
Increase market for local products
by providing a central platform for retailers & wholesalers to view and purchase them
Increase local products’ quality
with a inspection & grading system that helps remove lower quality products & motivates farmers
Related personas
Farmer
Khalid
Age
42
Job Title
Agribusiness consumer
Country
About Khalid
Khalid produces tomatoes, potatoes, cucumbers & eggplant. 17% of vegetables consumed in Qatar are sourced locally and he thinks that the local market size will be on the rise in the near future. Soil in Qatar may not be very fertile, and the water quality is not always great, but as agricultural technologies keep improving, there is no reason for Khalid’s business not to grow.
Income Level
50% Income Level
Tech Knowledge
90% Tech Knowledge
User Journey
1
In order to sell the products more efficiently, Khalid registers himself on the Food Market Platform
2
Khalid lists his products on the Food Market Platform and send them to a central distribution center run by Aswaq.
In the central distribution center, his products are inspected by quality inspectors and graded
3
His products are set a daily price for retailers & wholesalers by the central platform based on bids for the products and the grade
4
His products are ordered by a retailer online
Payments are settled automatically and securely – Khalid receive credits to his market account on a daily basis for his products
5
Khalid’s products are delivered by a logistic company to the retailers from the distribution center
Vendor Selection
Due diligence to identify ones with high competence in UI/UX, eCommerce solutions, commodities market making and pricing analytics
2
Discovery Phase
Research phase to identify existing APIs that can be built on, current food sales & logistics process, and enablers for use case development
3
Development
Collaboration with retailers, wholesalers, logistics firms and farmers to produce a web platform & app that simplifies the sales process
4
Testing & Monitoring
UX testing to optimize dashboard layout, alerts & auction process based on customer response & feedback