How we’re building Dumaan’s go-to-market strategy

Dumaan starts with an everyday problem: wanting to cook West African dishes when there isn’t enough time for the longest preparation steps.

We use the same APOP method: Audience, Positioning, Offer, Promotion.

Audience

Families and busy working people who want to enjoy these dishes at home with less preparation are our initial hypothesis.

The question is practical: “What’s for dinner?” You need an idea, the ingredients and time to cook, often after an already busy day.

We want to understand which steps take the most time and what families would be willing to buy to make them easier.

Positioning

Dumaan offers frozen West African food products that take care of some of the most time-consuming preparation, making it easier to cook at home.

The idea is to make the meal easier while leaving families free to finish it in their own way.

Offer

We’re starting with a few products whose time-saving benefit is easy to understand.

Ready-to-cook pastels, chopped vegetables and some dish bases are options to test. The range, formats and prices still need to be refined.

We want to see what genuinely fits into families’ habits.

We test portion sizes, freezer space, preparation steps at home and acceptable prices. These details determine whether a product fits easily into a family meal.

Promotion

We’re testing a signature “What’s for dinner?” video promoted through advertising, alongside tastings and local word of mouth.

We adjust the messages and budget based on the first enquiries and orders.

Families remain the priority. We’re also testing some preparations with restaurants and caterers to compare their needs and uses.

What we want to test

Which products meet a regular need for families and food businesses, enough to be used and bought again?