App bringing small businesses closer to their customers

Upon graduation with a diploma in ICT from the Institute of Advanced Technology (IAT) in 2014, Memba Seroney registered a business focusing on small business owners.

Many of them did not have an online presence, a factor that worked against them since it meant they were reaching just a fraction of their potential customers.

“I began by building basic websites using WordPress and setting them up for clients with grocery shops and other small businesses,” he says.

Soon enough, he realised that another factor that held small businesses back is that many do not have advertising budgets.

Many also did not have the know-how of running online tools which can push their businesses and services to a broader customer base.

Kicking off his business, Memba says, was easy.

NEEDED SKILLS

“Having the ICT diploma gave me the skills I needed to build websites and simple applications. I already owned a laptop and most of the software I need for my work were free.

The money I earned from doing this was enough to pay for basic needs such as rent, transport and food,” Memba, 28, explains.

In 2017, he expanded the scope of his business by launching Tafutta, a mobile app where business are listed, therefore making it easy for potential customers to reach them.

He also brought on board two friends who take care of the web development side of things, while he does a bit of the tech though his focus in on marketing.

“Tafutta gives small businesses an opportunity to be seen and be easily located by potential clients.

BUSINESS PEOPLE

Think of it as a directory of business people such as blacksmiths, plumbers, electricians, tailors, shopkeepers and mama mbogas.

Once on the platform, it is easy for people seeking the goods or services they offer to know that they exist and find them.”

The app also enables users to find business people in specific areas, look at the reviews and be guided on where to find them. The app, Memba adds, currently has 1,500 sign ups and registers at least 20 views a day.

The platform became fully operational about a month ago, after three months of trials. It is available on Google Play and signing up is free. Memba has noted that most of the people who have signed up are in the fashion and entertainment sectors, especially hoteliers. All you need to sign up are the name of your business, location and a few photos of what you sell.

“To get the app on Google play, you are required to register for an account, which costs Sh3,000. Once you have an account, the rest is as simple as posting on Facebook or Instagram, do the graphics, write information about the app and then post it,” he explains.

But what is the difference between posting your products and services on Facebook and IG and getting listed on Tafutta?

“The difference is that your social media pages are known largely to your circles, and at best, your extended circles.

Tafutta targets general audiences seeking goods and services. For example, if someone has just moved to a new area, there are plumbers or electricians in that neighbourhood who are probably on IG or Facebook but the new person does not know them.

Doing a search on the app will easily take such a person to where the services they are looking for can be found.

The app points you to the nearest businesses offering the services, and even better, you can see their work as well as reviews from customers. That is why our target is businesses that are not known so that the app props them.”

For example, if you are looking for a barbecue grill, you may know about expensive places you could buy one but not know about a jua kali person who makes the same at a much cheaper price because such information is not readily available.

DATA SECURITY

When setting up the app, Memba says a key area of focus was data security. You are storing a lot of user data online, so you have to make sure that the data is encrypted and protected. And it is not used for purposes other than what it was given for.

Registration of trademarks is also a factor that you will need to consider once you have money, but you can start the apps and then register the trademarks later.

You also need your skill and understanding of the market to know where there is need and step up to fill that.

“In the long run, my two colleagues will improve the verification process. We are looking at having a team on the ground, the people registered with us will have an agent visit them and do an audit of the business to confirm that the information put on the app is credible,” he says of the next steps the business is preparing to take.

BIG CHALLENGE

The marketing of the app primarily happens through digital marketing, email marketing and reaching out to people who can get the word out there and continuously engaging with his customers.

“A big challenge is that we are understaffed, so the three of us have to work day and night. Also, we are coming from a background of tech to business. Our training is in tech, so we have to learn business. That transition has not been easy because we do not have experience in the field. The adjustment is not a very easy one. The advantage is that everything is online now, so if you want to learn, you can do it,” he says.

The app is not generating income so far, but he is not worried.

“The money will come eventually,” he says.

The company recently acquired office space in Nairobi’s CBD, before that, he and his team worked freelance.