Launch of e-grocery delivery service

We helped the SBER conglomerate launch a grocery and everyday goods delivery business into the Belarusian market.  We assembled a product team, brought in a CPO for the project, developed all the necessary tools and created a turnkey delivery service all in just 4 months. 

About the company

EDU! — a Belarusian grocery delivery service offering 3rd party order delivery to the customer’s door in 30 minutes.

Tasks

The business came to Audax with investments and product requirements ready and a set deadline for the launch of the e-grocery app. The client wanted to develop a service from scratch in order to test the feasibility and synergy of SBER services outside of its traditional Russian market. In order to do this, EDU needed to demonstrate that a delivery service based in Minsk could be just as popular as "Sbermarket" in Russia.

To provide feasibility to key stakeholders, EDU needed to deliver results in several areas:

— launch of all functional modules of the mobile delivery ecosystem;

— connect and integrate the product catalog of two local grocery retailers. 

— build a substantial customer base;

— reach a set amount of completed orders.

Solution

Our team helped launch the business from scratch in 4 months. We studied the project's target audience:  their lifestyle, interests, what they eat, and where they buy their food. We researched the Belarusian foodtech market, legislation, analyzed regional competitors and conducted qualitative customer research to validate hypotheses.

We outlined the business model, key target audience, persona and their specific requirements. Our team drafted business processes and thought through specific tools providing their automation. We generate all the company branding and visual communication resources for the new service: from the logo and brand colors to the courier uniforms and offline banners and posters. 

We developed a marketplace for the service’s customers as well as separate applications for couriers and storehouse pickers. We created a CRM system, an order management system, marketing, product, and analytical tools, as well as a customer support system. Our team outlined employee instructions, communication rules and style guidelines to ensure the EDU take could easily manage the applications and systems after the launch. 

Audax also connected EDU’s first vendors to the system and established a workflow with them. AFter thorough testing of all services and platforms, our team launched the product along with marketing campaigns to attract its first customers.