The client is a major export company, having strong ties with farmers, primarily serving B2B. They needed to adjust to the market during this crisis period. Finding our users was tricky in this new world.

UX Research : 

Digital Surveys :

We sent digital surveys to potential users through social media channels, email lists, and formed collaborations with corporate entities such as call centers, banking institutions, and tech companies.

We asked about their grocery shopping habits during COVID, challenges faced, what they would value in a grocery app, and personal information related to location and income.

Remote Interviews : 

We conducted interviews with 7 individuals representing diverse backgrounds. The focus was to gain a deeper understanding of their grocery shopping experiences, identify pain points, and learn about their expectations.

Goals 

• To understand the competitive landscape for online grocery delivery services in Morocco.

• Identify key competitors and analyze their market positioning, product quality, and brand communication.

• Assess strengths and weaknesses of competitors to identify market gaps and opportunities for Bio Bakkal.

Key competitors 

• Glovo: A dominant player in the Moroccan food delivery market, particularly popular among young adults aged 25 to 34.

• Jumia Food: A Nigerian startup with significant presence in Morocco, most popular among younger users aged 18 to 24.

• Jibli M3ak and Kaalix: Lesser-known apps with a cumulative usage rate of less than 1%.

Type and quality of competitor's products

Competitors primarily offer fast food and general meal delivery services. The quality of service is high, with an emphasis on speed and convenience. The range of products varies, with a focus on a broad selection of meals rather than specializing in fresh or organic produce.

Competitors positioning in the market

• Competitors position themselves as quick and convenient solutions for meal delivery. They target a young, urban demographic that values efficiency and a diverse selection of food options. The emphasis is more on speed and ease of use rather than on the quality or source of food products.

• Competitors market themselves as modern, tech-savvy solutions to everyday dining needs. They emphasize the convenience, variety, and efficiency of their services, appealing to young, busy consumers who seek quick and easy meal solutions.

Competitors Strengths

• Wide variety of meal options.

• Strong brand recognition, especially among younger demographics.

• Efficient delivery systems.

• Robust technological infrastructure (apps, online payment systems).

Competitors Weaknesses

• Lack of focus on fresh, organic produce.

• Limited appeal to health-conscious consumers or those seeking local, sustainable options.

• Potential gaps in service for specific demographics like busy professionals over 35.

Gaps

• Niche for fresh, organic produce delivery.

• Opportunity to target health-conscious consumers.

• Scope for services tailored to busy professionals beyond the young demographic.

Opportunities

• Capitalizing on the growing trend towards healthy eating and organic produce.

• Expanding the market to include older professionals and those interested in sustainable living.

• Leveraging the B2B experience of the client to build a robust supply chain for quality produce.

• Developing a unique brand identity centered around health, sustainability, and local produce.

What I would have done differently