Jago’s action plan

Once we’ve set the strategy, we move on to the action plan.

We keep the same structure: Attract, Convert, Retain, with Nurturing and Referrals running across all three.

Attract

We start with conversations with shops, grocers, resellers and online retailers who buy, or want to buy, African products in bulk.

We draw on our network of shop owners, introductions and partnerships with shop and grocery networks. We record each request: product, quantity, frequency, destination and sourcing difficulties.

We’re mainly looking for recurring requests we can respond to usefully.

Convert

For Jago, conversion doesn’t necessarily mean taking payment straight away.

The first step is a specific request we can answer with clear products, prices and terms.

We find suitable suppliers in our network and manage the relationship between the two parties. Jago remains the point of contact to move the request forward and follow the order through.

We look at whether the offers meet the need and lead to orders.

Retain

The most interesting signal is a customer coming back.

Do they return for another product or to replenish their stock?

We confirm the stages of the order, answer questions and follow problems through to resolution. After delivery, we gather feedback on the products and plan the next replenishment with the customer.

Product quality, clear terms and the quality of our follow-up all matter to this relationship. Feedback helps us understand what makes customers want to order again.

Nurturing

Not every shop has an immediate need.

We can stay useful with content that helps them source products, identify suitable options and understand what’s available.

This content supports their needs over time. It isn’t our main acquisition channel at the start.

With suppliers, we stay in touch around real requests, without promising volumes we don’t yet have.

Referrals

One shop may introduce us to another. A supplier may point us towards a producer or a complementary product.

These introductions are part of the work on the ground, even before a first order.

We focus on qualified requests, orders and returning customers.

Metrics to track

Qualified requests, offers presented, orders and replenishment frequency, by type of shop.