beU delivery GTM brain

category

market profile

• text: The business operates a local marketplace connecting diners, merchants and couriers in Addis Ababa.
• text: Food delivery competes on restaurant selection, reliability, convenience and delivery cost.

personas

• title: Urban diner or office worker
  pains:

  • Wants meals from local restaurants without leaving home or work.
  • Delivery fees and unreliable timing make ordering less attractive.
• title: Restaurant owner or manager
  pains:

  • Needs access to delivery demand beyond walk-in customers.
  • Must manage incoming orders, menus and sales without adding excessive operational work.
• title: Delivery courier
  pains:

  • Needs a flow of local delivery jobs and clear trip information.

icp

• text: Consumers in Addis Ababa with a smartphone and a need for restaurant meals or local goods delivered to home or work.
• text: Local restaurants and shops able to prepare orders for pickup by delivery riders.

message pillars

• text: Discover local restaurants and shops in one place.
• text: Bring food to customers' homes or offices.
• text: Choose convenient payment methods.

objections

• objection: Will delivery cost too much?
  response: The app advertises restaurant deals and a first-order delivery promotion; confirm the full fee at checkout.
• objection: Can I use my preferred payment method?
  response: The app lists cash on delivery and other options, and M-PESA integration has been reported; check availability for the order.
• objection: Will the service reach my location and preferred restaurant?
  response: Check the app for current coverage, merchant availability and delivery estimates.

competitors

• name: Deliver Addis
  why: Food and grocery delivery marketplace in Addis Ababa.
• name: Zmall
  why: Local delivery marketplace competing for Ethiopian orders.
• name: Tikus Delivery
  why: Local delivery competitor named in company market coverage.

influencers

• name: Hao Zheng
  url: https://equalocean.com/view/2022053118164
  why: Founder interviewed about beU and the Ethiopian delivery market.

keywords

• food delivery Addis Ababa
• Ethiopia restaurant delivery app
• order food online Addis
• grocery delivery Addis Ababa
• restaurant delivery service Ethiopia
• cash on delivery food Addis

voice

• Convenient and friendly
• Local and practical
• Deal-oriented

signals

• text: A restaurant wants to expand beyond dine-in and serve customers outside walking distance.
• text: An Addis Ababa consumer wants a meal delivered to an office or home and compares nearby restaurants.

pricing

motion

channels

• Google Play
• App Store
• restaurant partners
• social media

confidence

Founders

• name: Hao Zheng
  title: Founder
  role: Founder
  bio: I graduated with double majors in Mathematics and Chemistry (Honor program) from University of California, San Diego. Then, I went onto the Johns Hopkins University to do a master in Bioinformatics but dropped out midway to work on starting a company instead. While going to school, I involved myself in liver, head and neck research, authoring eight peer-reviewed publications, with five as the first author. On a personal level, I really love Math and the universality of human connections.