Dig­i­tal Mar­ket­ing Startup

Will Ta3ri­fah Suc­ceed Where Oth­ers Have Failed in Loy­alty Pro­grams and Be­hav­ior Anal­y­sis Mon­i­tor­ing?

Arabnet - The Quarterly - - Content -

Will Ta3ri­fah’s loy­alty pro­gram and be­hav­ior anal­y­sis mon­i­tor suc­ceed where oth­ers have failed?

Ta3ri­fah is a mo­bile loy­alty plat­form that gives busi­ness own­ers tools to iden­tify, mon­i­tor, and an­a­lyze pur­chas­ing be­hav­ior and com­mu­ni­cate with cus­tomers in­stantly. Op­er­at­ing in beta for nearly one month and ex­pect­ing to of­fi­cially launch on the 7th of June, the Dubai-based startup aims to fill in the gap be­tween cus­tomer de­mand and brand de­liv­ery by pro­vid­ing new as­sess­ment and com­mu­ni­ca­tion meth­ods. The startup’s solid busi­ness plan and well-de­signed con­cept have landed it in the fi­nal stage of 6 re­gional startup com­pe­ti­tions: Twofour54 Creative­lab Top Arab Star­tups, E-pay­ment Sum­mit and E-in­no­vate Con­fer­ence, Congress and Expo, Arab Mo­bile Chal­lenge Com­pe­ti­tion, Arabnet Startup Demo, Sam­sung Launch­ing Peo­ple ( Win­ners), and Seed­stars Dubai Fi­nal­ists.

Af­ter com­plet­ing a 4-month in­cu­ba­tion pro­gram, Ta3ri­fah joined Inu5 in Dubai where the team met “plenty of men­tors with wide ex­pe­ri­ence in loy­alty pro­grams and on­line pay­ment sys­tems,” ex­plains Is­mail Issa, CEO and founder of Ta3ri­fah. They are cur­rently build­ing their board of ad­vi­sors and are mid-way in dis­cus­sion with “three of the big­gest in­vestors in the re­gion to raise the first seed round of $400,000 USD,” says Issa. The startup is also go­ing live on Eureeca right af­ter their launch. They al­ready have sev­eral busi­nesses on board us­ing the app, but they de­cided not to dis­close more in­for­ma­tion on the mat­ter.

How is Ta3ri­fah dif­fer­ent from other loy­alty plat­forms? Be­sides the fact that loy­alty points can be col­lected via mo­bile (in­stead of tra­di­tional cards and vouch­ers) our sys­tem has benefits for both cus­tomers and

busi­nesses alike. We give the cus­tomer higher value for what they are al­ready pay­ing through voucher and point­col­lect­ing method. We also track their pref­er­ences and no­tify them when they are ge­o­graph­i­cally close to a pre­ferred brand or item. For ex­am­ple, if a reg­is­tered user is known to have a pref­er­ence for cof­fee shops, he/she might re­ceive SMS no­ti­fi­ca­tions about nearby cof­fee shops as soon as they walk into a mall.

As for reg­is­tered busi­nesses, they will be able to pro­file and iden­tify each cus­tomer’s be­hav­ior with much de­tail, such as gen­der, age range, max­i­mum and min­i­mum num­ber of vis­its per week, etc.. This saves SMES a lot of money that would have in­stead gone for web mon­i­tor­ing. Fi­nally, Ta3ri­fah al­lows the shar­ing and trad­ing of re­wards. This al­lows cus­tomers to try out new brands, and it di­rectly helps in grow­ing a busi­ness. This is very good, be­cause cus­tomer ac­qui­si­tion in the re­gion is very high.

Is the cus­tomer de­mo­graphic anal­y­sis ex­clu­sive only to your ap­pli­ca­tion? Yes, it is. Some cus­tomers are de­mand­ing that we widen the be­hav­ior an­a­lyt­ics ser­vice, but the cur­rent ver­sion is limited only to our sub­scribers.

What are the things that you learned from your first and cur­rent in­cu­ba­tion pro­grams? In the first pro­gram, we met a great num­ber of dif­fer­ent men­tors who shared with us their wide ex­per­tise. The pro­gram was also rich in its struc­tured train­ings on how to start a busi­ness, like busi­ness mod­el­ing, sales, mar­ket­ing & ad­ver­tis­ing. As for the sec­ond ac­cel­er­a­tor, they helped us be­come op­er­a­tive and con­nected us to in­vestors and busi­ness leader from the com­mu­nity.

What steps are you tak­ing to en­sure that your fundrais­ing cam­paign on Eureeca would be suc­cess­ful? We’re split­ting the ac­tiv­i­ties into 3 dif­fer­ent pil­lars: 1) pre­par­ing our hit-list of first-level con­nec­tions who would like to in­vest a small amount in a busi­ness they be­lieve in; 2) us­ing the buzz from win­ning Sam­sung’s Launch­ing Peo­ple com­pe­ti­tion, as well as a ini­ti­at­ing ded­i­cated so­cial me­dia cam­paigns to get

the word out about our cam­paign; and 3) pre­par­ing a mega-launch­ing event for our so­lu­tion and invit­ing and one big-name guest speaker to in­crease the num­ber of at­ten­dees

What were the chal­lenges you faced? One of the big­gest chal­lenges we face is the in­ter­ac­tion with busi­ness firms in the re­gion. The en­vi­ron­ment here is ex­tremely com­pet­i­tive. When firms are ap­proached by ser­vices sim­i­lar to the ones they have, es­pe­cially if its tech­nol­ogy re­lated, they are re­sis­tant to change and dif­fi­cult to con­vince. But we were lucky to sign two big names re­cently and 4 medium sized com­pa­nies. We have three or more names com­ing.

What is the strat­egy you use for con­vinc­ing busi­ness to use your plat­form? We map their sales to cer­tain seg­ments of the pop­u­la­tion. They can then iden­tify who are the ad­vo­cates and the peo­ple who have a neg­a­tive at­ti­tude to­wards their ser­vice. Af­ter they lo­cate and iden­tify the source of their fail­ures, they can de­vise new mar­ket­ing cam­paigns and pro­mo­tions tar­geted to a spe­cific gen­der or age group. This saves busi­nesses a lot of money that would have been spent on data min­ing and in­te­gra­tion and an­a­lyt­ics. Ta3reefah also al­lows cus­tomers to di­rectly mes­sage the busi­ness about their dis­sat­is­fac­tion, so that di­rect cor­re­spon­dence and com­pen­sa­tion (like a free meal maybe) can take place.

Is­mail Issa, Founder and CEO of Ta3ri­fah

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