Crelo Africa is an online marketplace in Kenya dedicated to vendors selling alcoholic beverages, offering features such as vendor dashboards, customer interaction, and payment facilitation. The document covers various aspects of the business plan including market research, competitor analysis, marketing strategies, and business objectives aimed at establishing a robust alcohol ecommerce platform. It emphasizes the growth potential of the Kenyan ecommerce market and the benefits for both vendors and consumers through Crelo Africa's offerings.

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Table of Contents
I. Company Description ........................................................................................... 4
Introduction
Features & Benefits for Vendors
Additional features & functionalities
How Crelo Africa is different?
Who should use crelo.co.ke?
What benefits crelo.co.ke offers?
What benefits Crelo Africa offers to sellers?
Live Chat facility:
Notification system:
Business Objectives
II. Market Research.................................................................................................... 9
eCommerce market in Kenya
Beverage alcohol ecommerce market in Kenya
Alcohol consumption market in Kenya
III. Competitor’s Analysis...........................................................................................12
IV. Crelo Africa Segmentation and Targeting ...........................................................13
Market Segmentations
V. Promotional Strategy............................................................................................14
Create a crelo.co.ke landing page that sells
Make website visible in Search engine
Create viral video content
Set & Measure KPIs
Content Strategy
Content strategy should imply
Website/Blog
Pitching bloggers and media
Referral Strategy
VI. Distribution plan ..................................................................................................16
VII. Branding Strategy.................................................................................................17
Billboards
Television commercials

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Radio ads
Influencer marketing
Promotional strategies:
Social Media Campaign:
YouTube:
Choose a social media platform for Crelo Africa:
Write Social Media Guidelines for Crelo Africa:
Create a Social Media Calendar for Crelo Africa:
VIII. Crelo Africa - Funnel Strategy............................................................................. 20
1. The Awareness Stage
2. The Interest Stage
3. The Decision Stage
4. The Action Stage
IX. SEO Implementation Strategy............................................................................ 22
SEO Practices for Crelo Africa
X. Mobile Marketing................................................................................................ 23
Customer Insights (4 W’s, 1 H) – Crelo Africa
XI. Marketing Strategies ........................................................................................... 25
SWOT Analysis
XII. Communications Strategy................................................................................... 26
XIII. Value Proposition ................................................................................................ 27
XIV. Management Team ............................................................................................. 28
Operating Team’s Profile
XV. Revenue Streams ................................................................................................. 29

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Confidentiality Agreement
The undersigned reader of Crelo Africa Business Plan hereby acknowledges that the information
provided is completely confidential and therefore the reader agrees not to disclose anything found in
the business plan without the express written consent of Stephen Omondi.
It is also acknowledged by the reader that the information to be furnished in this business plan is in
all aspects confidential in nature, other than information that is in the public domain through other
means and that any disclosure or use of the same by the reader may cause serious harm and or damage
to Crelo Africa.
Upon request this business plan document will be immediately returned to Stephen Omondi.
This is a business plan. It does not imply an offer of any securities.
Applicable Law
This contract shall be governed by the Kenya laws and any other applicable local law.
______________________________________________________________________________
Signature Date
__________________________________________________
Printed Name

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Company Description
Introduction
Crelo Africa is an online marketplace for vendors who sell alcoholic beverages a way to add their
stores on the platform to connect to consumers looking to buy beverages in Kenya. They can open
stores on www.crelo.co.ke. It uses an algorithm that calculates the distance from GPS coordinates and
the best price and connects a consumer to the vendor who is closer to complete the order.
At Crelo Africa, we facilitate business-to-consumer sales through its website platform and mobile
applications for both android and apple store, we offer you a different, professional, and reassuring
shopping experience. Through our website, and through our mobile apps, buyers will have access to
the same benefits as in any physical store. At Crelo Africa, buyers can make an informed choice from
the extraordinary range of alcoholic beverages available on the market.
We have created an environment that promotes the success of all vendors, partners, and users beyond
their daily work. Our business strategy is based on our network of authentic suppliers and vendors.
Features & Benefits for Vendors
 Start selling immediately
Buyer can contact directly to the seller from the order detail page and seller can reply or even
can start a new conversation.
 Vendor Dashboard
A shiny and comprehensive dashboard to manage the business effortlessly. You can manage
your staffs, inventories, warehouses, shipping zones, taxes, handle orders, manage disputes
and refunds, communicate to buyers, promotions, and everything without leaving the
dashboard.
 Full Control
Vendor will have full control over the shop to configure other shop related settings.
 Role-based User Permission
A vendor can create own user roles and set permissions for that role.
 Manage Staffs
Vendor can add staff members to manage the business.
 Catalog
Vendor can also contribute to build the catalog if the market allows.

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Additional features & functionalities
 Cross-Selling feature
 Beautiful PDF invoices
o Order invoice/receipt (pdf)
o Vendor subscription invoice/receipt (pdf)
 Activity logged with detail history
o Visitor graph report
o Advanced reporting
o Activity log(history log) for important resources
 Advance Product search algorithm like Amazon
o Advance catalog system like Amazon
 Low inventory alert
 Order tracking system
 Featured categories
o Products key feature list
 Coupons
 Support Ticket system
o Refunds and Disputes
 Full-featured Message inbox
o Complete inbox module for customers
o Contact seller feature added on product page
o Customer-seller conversation on order page
 An algorithm to find top selling/trending product to highlight
 Calculated delivery price base on price, weight, and delivery location (auto)
 Social media login system with Facebook and Google
 Newsletter subscription with MailChimp
 Subscription-based vendor registration (Auto renewal)
 Sliders and banners widget can be placed in multiple widget areas
 Global Announcement system
 Push notification system
 Advanced FAQ system
 Blog
 Cookie consent notice to comply with GDPR
 Vendor approval system
o Vendor verification system (ID, Address and Phone Number)
o Verified badge on the vendor’s name
o Buyer Rating system for both products and sellers
 New customer dashboard

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o Each vendor (store owner) has an individual Admin panel. A vendor can add staff
users to manage their store.
How Crelo Africa is different?
 Qualified vendors and buyers
 Top-notch support
 Secure payments
 Less subscription fees
 Vendors have full control over the shop
 Easy registration process for vendors
 Easy to manage staff
Who should use crelo.co.ke?
 Those who use Instagram and Facebook for selling their alcoholic beverages.
 Sellers who are operating only through brick and mortar store for selling alcoholic beverages.
 Sellers who order products from internet sites and sell it on through multiple online channels
with no corporate rules, sometimes they have no shops or stocks.
 Entrepreneurs who are looking for any platform to sell their alcoholic beverages in Kenya.
What benefits crelo.co.ke offers?
 Crelo Africa offers a unique platform for stores to market and sell their products to bigger
target audience in Kenya.
 We offer easily accessible and fast payment methods and tools which vendors can’t avail
through selling at social media platforms or through traditional stores.
 Our SOPs are highly regulated, and we have set standards to facilitate our sellers and buyers
at crelo.co.ke.
 Highly secured and protected payment networks.
 Sellers can save a big cost in terms of marketing, reporting, staff management, getting shop
space, or linking any payment tools, they can pay a little amount of monthly fee and Crelo
Africa facilitate them with all the stuff to start their alcoholic beverages businesses.
 With all other benefits, Vendors can also offer to their customers cashbacks, comebacks
which brings more customers for them and ultimately increase their revenues.
What benefits Crelo Africa offers to sellers?
 Discount: Sellers have option to sell their products at discounted prices or can run a
promotional campaign either by reducing prices or selling with value added products.

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 Cashback: Through this innovative tool, Sellers can set a percentage in terms of cash back
on their new products.
 Comeback: Sellers can offer a particular % of Comeback to any buyer who is purchasing
through his/her shop. Incase buyer re-purchase from his shop, he can use that Comeback
within 6 months on that same store.
Live Chat facility:
crelo.co.ke is highly interactive marketplace unlike other traditional internet platforms, Crelo Africa
offers every buyer chat facility with seller. Our platform also provide option for sellers to get specific
prices as per their set zones through GPS facility, zone can also be changed and added.
Outsource shipping option automatically calculate prices by distance. if Seller does not offer any
shipping then Crelo Africa switch buyer and offer them to use outsource shipping company which is
delivering the same day.
Notification system:
Sellers can receive notification on any new message, new order, new approval, and new agent request
on mobile app (IOS and Android) as well. Application can easily be download through app stores.

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Business Objectives
 Crelo Africa will build strong relationships with multiple vendors.
 Become the 1st
choice by offering extraordinary range of high-quality alcoholic beverages
available on the market.
 Maintaining strong relationship with customers and collection of wide variety of inventory to
help businesses grow with faster pace.
 Securing 30% of sales by building as loyal customers in Kenya.
 Setting 110% monthly sales targets and achieving at least 105%.
 To anticipate clients’ needs and adding new categories every year.
 To maintain the annual growth rate of 20% per year.
 Achieve 5000 visits per month of Crelo Africa store in 1st
quarter.
 To promote, always protect and maintain our image as a user-friendly platform for vendors
and buyers.
 To make sure that each employee offers excellent quality to customers.
 To increase the customer base by at least 30% in next year.
 To improve customer satisfaction and strengthen customer’s relationship as a retention
strategy.

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Market Research
eCommerce market in Kenya
In Kenya is the 64th largest market for eCommerce with a revenue of US$1 billion in 2020, placing it
ahead of Algeria and behind Ecuador.
With an increase of 66%, the Kenyan eCommerce market contributed to the worldwide growth rate
of 26% in 2020. Revenues for eCommerce continue to increase. New markets are emerging, and
existing markets also have the potential for further development. Global growth will continue over
the next few years. This will be propelled by East and Southeast Asia, with their expanding middle
class and lagging offline shopping infrastructure.
The eCommerce market includes online sales of physical goods to a private end user (B2C). Included
in this definition are purchases via computer as well as mobile purchases via smartphones and tablets.
Excluded from the definition of ecommerceDB are the following: digitally distributed services (e.g.,
travel tickets), online stores dedicated to digital media downloads or streams, online stores dedicated
to B2B markets, and sales between private individuals (C2C) within the eCommerce market.
The biggest player in the Kenyan eCommerce Market is mydawa.com. The store had a revenue of
US$6 million in 2020. It is followed by phoneplacekenya.com with US$2 million revenue and
priceinkenya.com with US$2 million revenue.
Store rankings are based on every store that generates revenue in in Kenya. These stores can either
have a national focus and only sell in their main country or operate on a global scale. For this evaluation,
only revenue created in in Kenya was considered.
One of the fastest-growing stores in the Kenyan market is e-mart.co.ke. The store achieved sales of
about US$0.2 million in 2020. Its revenue growth amounted to 127% in the previous year.
Market expansion in in Kenya is expected to continue over the next few years, as indicated by the
Statista Digital Market Outlook. It has been predicted that the compound annual growth rate (CAGR
20-24) for the next four years will be 20%. Compared to the year-over-year growth of 66%, this
decrease suggests a moderately flooded market. Another indicator of market saturation is the online
penetration of 24% in in Kenya; in other words, 24% of the Kenyan population have bought at least
one product online in 2020.

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Beverage alcohol ecommerce market in Kenya
As consumers continue to adjust to the effects of Covid-19, beverage alcohol ecommerce has become
an increasingly important retail channel across the globe. Based on new IWSR research, IWSR
forecasts that the value of alcohol ecommerce will increase by 42% this year, across 10 core markets,
to reach US$24 billion. In comparison, alcohol ecommerce value in those markets grew by 11% in
2019.
Though wine is the dominant ecommerce category in most countries, across the 10 core markets,
ecommerce for ready-to-drink (RTD) products is predicted to represent 10% of total alcohol
ecommerce value by 2024 – up from 2% in 2019.
“Spurred by the trend for the category in the market as a whole, the expansion of the US omnichannel
and the prevalence of younger legal drinking age consumers in ecommerce, online sales of RTDs are
expected to soar in the coming years,” notes Wolfe.
Outside of RTDs, agave-based spirits (tequila and mezcal) and US whiskey are also seeing growth
across ecommerce.
Kenya Alcoholic Beverage market is expected to witness growth during the forecast period 2020-26F
owing to the growing number of prosperous young adults gaining interest in alcohol consumption
coupled with the premiumization of beer, wine, and other light alcohol-based beverages in the country.
However, the spread of the COVID-19 virus is leading to declining of the alcoholic beverage industry
in the country in the first few months of 2020 on the back of complete lockdown in the country along
with a ban on the sales of alcoholic beverages which would restrain the market growth of Kenya
Alcoholic Beverage market during the year 2020.
According to 6Wresearch, Kenya Alcoholic Beverage Market is anticipated to witness growth during
the forecast period 2020-26F. On the basis of distribution channels, online retailing is anticipated to
dominate the overall Kenya alcoholic beverage market on the back of the proliferation of online
retailers coupled with increased investment in the e-commerce industry. Also, rising efforts of the
East-African breweries along with Kenya’s online retailers to boost their sales volume is anticipated
to spur the sales of alcoholic beverages in Kenya in the coming years.
On the basis of types, spirits are expected to register the highest growth rate in the overall Kenya
alcoholic beverage market in the coming years owing to increased consumer spending by the natives
of the country on leisure and entertainment, along with the rising popularity of quality dining at bars,
pubs, and restaurants. Moreover, factors such as rapid urbanization in the country coupled with an
increase in the middle-class population and emerging tastes and preferences of women as well as a
youth for wine, rum, and vodka are anticipated to proliferate the market growth of Kenya alcoholic
beverage market during the forecast period.

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Kenya Alcoholic Beverage market is expected to witness growth during the forecast period 2020-26F
owing to the growing number of prosperous young adults gaining interest in alcohol consumption
coupled with the premiumization of beer, wine, and other light alcohol-based beverages in the country.
On the basis of types, spirits are expected to register the highest growth rate in the overall Kenya
alcoholic beverage market in the coming years owing to increased consumer spending by the natives
of the country on leisure and entertainment which includes most of the time spending on quality
dining at bars, pubs, and restaurants. Moreover, rapid urbanization in the country coupled with an
increase in the middle-class population spending along with emerging tastes and preferences of
women as well as youth towards wine, rum, and vodka are anticipated to proliferate the market growth
of Kenya alcoholic beverage market during the forecast period.
Alcohol consumption market in Kenya
A new report from Kenya states, Kenyans consume the least amount of alcohol in sub-Saharan Africa.
This is the result of alcohol regulation policies comprised in the so-called Mututho-Law, that Kenya
has been implementing for many years.
The report called ‘Effect of Kenya’s Alcohol Regulation Policies’ shows that Kenyans consume 3.4
liters of alcohol per capita. This amount is three time less than the per capita alcohol consumption of
people in Uganda and Tanzania. In neighboring Uganda, Tanzania and Rwanda alcohol per capita
consumption is at 9 liters or above.
Consumption of formal (recorded) alcohol that includes beer, liquor, and wines accounts for 56% of
alcohol use while informal sources (unrecorded alcohol) such as chang’aa and a host of other illicit
alcohol account for 44%.

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Competitor’s Analysis
Name Profiling
Dial a Drink Kenya They deliver a wide range of alcoholic and non-alcoholic drinks.
Their drinks include local and exotic brands from all over the
world. This ensures that their clients have a wide range of brands
to choose from. They also offer personalized services for a client
including gifts delivery in Kenya, special item sourcing for drinks
that may not be in stock, extra wrapping for gifts, sourcing, and
printing greeting cards to be delivered along with drinks, engraving
of liquor bottles for gifts etc.
Oaks & Corks Oaks & Corks is the number 1 alcohol delivery service in Nairobi
with an impressive 23-minute average delivery time and over 600
drinks in stock. In 2018 Oaks & Corks won the African Excellence
Awards, hosted by MEA Markets for Best Alcoholic Beverages
Retailer in Nairobi County. They have a wide range of products at
affordable prices and for every purchase they make customers
enjoy redeemable loyalty points.
Jumia Food Jumia Food is the most convenient online food ordering site,
connecting people with the best restaurants around them.
They believe food is a pleasure and food ordering should be fast
and definitely fun experience.

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Crelo Africa Segmentation and Targeting
Market Segmentations
There are different strategies for dividing market into segments including Geographic, Demographics,
and Behavioral. This segmentation for Crelo Africa business is advantageous because it allows us to
engage in business model design and marketing of Crelo Africa in Kenya with a focused manner.
• Nairobi, Kenya
Geographics
Segment
• Small and medium sized stores
• Individual Vendors
• Brick & mortar store
• Wholesale agents
• Individual consumers
Demographics
Segment
• Those stores who want to sell wide
variety of alcoholic beverages to
biggers markets in Nairobi.
• Those who want low price and fast
delivery of alcohol in Nairobi, Kenya.
Behavioral
Segment

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Promotional Strategy
 Landing page for crelo.co.ke
 Website visibility in search engine
 Viral Video Content
 Set & Measure website KPIs
 Content Strategy
 Start a blog
 Social Media
 Website
Create a crelo.co.ke landing page that sells
Create a website landing page that keeps readers informed in a creative and unexpected way. Make
sure that the key elements of our website landing page are included: business name, features, clear call
to action, promo video.
Make website visible in Search engine
This is a process of optimizing website to rank higher in a search engine results. The higher our website
ranks in search results, the more visible it is to potential customers. Main factors that affect our WSO:
Title – make it readable, focused and it should have a high recognition value.
Description – make sure to point out what problems our website solves and use keywords (SEO).
Icon – focus on one element that reflects our website essence and design it in a unique shape (Logo).
Screenshots – show a website core features and most important functions.
Create viral video content
Humans are visual creatures, which is why videos are the most popular form of content today. We
can create video for YouTube as it is a powerful tool to spread the word about Crelo Africa. An
effective way to market website is to create informational video.
If we want to create a promo video, keep it short and to the point, focus only on our platform best
features and provide a strong call to action. As a final check, mute our video. If it still makes sense,
it’s well done.
Set & Measure KPIs
Regular analysis of the website will enable us to gain the best insights into the idea and performance
of the website. This will also be the beginning of a real data collection.
Always keep in mind our customers and their feelings about our service. When dealing with website
marketing, every detail is essential.

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Content Strategy
Content marketing is often seen as a time consuming and ineffective method by website developers.
But for website like Crelo Africa, it serves as a necessary basis for a further paid marketing campaign.
Content strategy helps to attract potential customers that are interested in alcoholic beverages related
topics. What is even more important is that it helps to retain existing customers and create a base of
loyal and engaged customers.
Content strategy should imply
WSO: Apart from optimizing a website title, keywords, screenshots, and description, pay attention to
website content as well.
Website/Blog
It is the easiest way of sharing updates, news and content related to Crelo Africa. Relevant content
helps keep customers engaged and gives them more reason to use our website more often.
Pitching bloggers and media
We understand that leveraging through using bloggers and other media outlets to reach our target
audience is essential in the marketing. The more exposure the website will get in industry blogs and
outlets, the more chances we’ll get for creating a brand around the website and drive organic traffic.
It’s not easy to get website reviewed by popular bloggers, so it is imperative that our pitch is brief,
clear, and compelling.
Referral Strategy
Referrals are a standout amongst the most pivotal segments of a fruitful inbound deal’s procedure.
There is not any more solid approach to develop any business than through sourcing referrals - yet
just if it's done in an orderly, shrewd manner.

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Distribution plan
App stores
Crelo Africa will ensure strong availability of its mobile apps for both android and iOS version. The
apps should also be available at large number of other stores such as Microsoft Windows Phone
marketplace and others plus independent app stores like Get Jar, Carrier app stores, Device app stores,
Tablet app stores, Amazon’s forthcoming android app stores and more.
Pre-loads
It is a very effective distribution tool for applications distribution. In this Crelo Africa app will be pre-
installed on a handset, even if it is a demo version but it will increase conversion rate. As per research
by Get Jar, Pre-load has conversion rate of 25%.
Optimize search discovery
We will optimize our web-based application for traditional search engines such as Google and then
convert website visitors to application downloaders.
Get Jar provides a web-based widget which can be pasted onto mobile websites or Facebook pages
to point visitors to the hosted app at Get Jar.
Pay per installs
Crelo Africa can avail the opportunity to bid for premium catalogue placement per download in Get
Jar’s store and distribution platform. It works like Google AdWords.
App giveaways
We will offer certain number of free downloads for a limited time as it is an effective tool for app
distribution.
Web version promotion
We will add web page to Get Jar by adding URL to the site, the description, graphics etc. When the
user clicks to install the app, it will appear on the home screen just like any other app. We will also use
analytics from our web application to determine what features to add next.

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Branding Strategy
Billboards
Crelo Africa will use billboards in various downtown areas such as alongside busy roads to advertise
our marketplace in Kenya.
Television commercials
We will run various creative TV ads on local and national stations in Kenya to attract Vendors and
Individual alcohol consumers.
Radio ads
Crelo Africa will use both traditional stations and satellite and internet radio – to promote its
marketplace in Kenya. It is a less expensive form of advertising in many cases, especially compared to
television advertising.

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Influencer marketing
Crelo Africa will build strong linkage with social media influencers to endorse its marketplace through
influencers in the industry. This will help gain more users of our apps and website. Influencer will
create content and amass influence through their relationships with their audience.
Promotional strategies:
 Reward Based Marketing for Crelo Africa customers.
 Piggy-back marketing with Crelo Africa website and its social media pages.
 Social Media Campaign (Facebook, Instagram, Twitter)
 Content Marketing including creating, publishing, and distributing Crelo Africa content to its
customers in Kenya.
 You Tube videos including customers testimonials, and corporate video of Crelo Africa will
be posted.
 Targeting e-commerce shows, where Crelo Africa customers including alcoholic beverages
stores and other target market normally come, this will get us large amounts of customers.
 SEO Marketing will be used to increase the website ranking in Kenya.
Social Media Campaign:
Crelo Africa will need a strong social media presence/campaign. We will use Facebook, Instagram,
and Twitter, to give us the right image.
YouTube:
Crelo Africa will have selected portfolio of customer review and testimonial videos, Full promotions
for brand recognition, with direct links through our affiliate’s programs. We will also have an original
YouTube channel.
Following are the steps, Crelo Africa needs to consider for marketing its services:
Choose a social media platform for Crelo Africa:
It’s important to take seriously the social media platforms recommended above in the marketing
strategies, all Crelo Africa social media platforms should be integrated into the big picture marketing
approach for the Crelo Africa brand, this all can happen with the coordination of brand manager of
Crelo Africa and all other agencies including communication channels.
Write Social Media Guidelines for Crelo Africa:
Create a handbook to document rules and behaviors for Crelo Africa on social media. As with all rules,
some will be broken, but having these guidelines will help establish our brand in the target market.

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Create a Social Media Calendar for Crelo Africa:
 Create a first-month social media calendar for Crelo Africa posts, even if we do not plan
on sticking to it 100%.
 Rigid social media calendars can be constructive, especially if we plan to comment on
current events or use memes while they’re still cool. But it is good to have goals for how
often Crelo Africa post and have some planned shares on hand, especially for busy days.
 Make a detailed to-do list and mark off every item for Crelo Africa social media post.
 The social media bios and art are the final versions to present Crelo Africa.
 The testimonial posts of Crelo Africa customers are proofed and ready to go live with
photos.
 Testimonial photos have watermarks, hashtags, or other necessary branding of Crelo
Africa.
 Key people of Crelo Africa know when and what to post on their personal accounts, and
time zones are accounted for, and all links are correct.
 The Crelo Africa social media team is ready with launch-day goals and key performance
indicators, and it is clear how these metrics will be measured.

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Crelo Africa - Funnel Strategy
The marketing funnel works as a unified whole. This means that every section needs to work
perfectly for the journey to be successful.
1. The Awareness Stage
 This is the point where Crelo Africa catch potential users’ attention.
 For the first time via Google search, a tweet, LinkedIn navigator, or even a Facebook post
about Crelo Africa shared by another customer.
 The potential customer then becomes aware of our app services.
 If everything works out fine, the sellers can register their store on our app, or the buyer can
order based on the high quality and reasonable price of alcoholic beverages.
2. The Interest Stage
 After buyers have developed an interest in our platform, they will naturally research more
about the business.
 Do comparisons with other similar platforms, and generally evaluate their options.
 It is at this point that we need to swoop in with valuable content showing why they should
choose our platform over the rest.
 Don’t try to sell to them aggressively but give them a strong reason to check out our services
instead.
 They might get turned off if we push too hard.

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 Our goal should be to establish high-quality customer service and show the benefits of our
platform to help the prospective client make an informed decision.
3. The Decision Stage
 This is the point where the customer is ready to avail Crelo Africa services. In most cases,
the customer will already have two or three options to consider including us.
 Tilt the scales in our favor by providing an enticing bonus service, discount code, or any
extra services that our competitors don’t offer.
 The goal is to make our service irresistible enough to make the prospect act.
4. The Action Stage
 This is the bottom of our sales funnel where the customer takes the desired action, in this
case call a prospect who visits our platform.
 Keep in mind that the marketing for our purchase process doesn’t end when the customer
takes the desired action.
 There’s still more work to be done.
 We want the customer to not only come back to Crelo Africa website and or app next time
they need to buy/sell alcoholic products online.
 But to also make more purchases and recommend Crelo Africa to their professional network
in other areas.
 We want to turn one purchase into even more purchases.
 To achieve this, focus on customer retention and loyalty.
 Ensure the best quality of service we can afford and invite user to provide feedback on our
website or a testimonial about our services at social media.

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SEO Implementation Strategy
SEO is about optimizing website and web pages for better human and search engine consumption.
This means we take the time to make sure our site is technically sound, and our on-page copy and
content communicates well to our visitors. The goal is twofold, earning better search rankings and
engaging visitors.
SEO Practices for Crelo Africa
 Make Crelo Africa site Content Crawlable: Use real URLs, not hash fragments, and
follow SEO URL best practices by including keywords in the URL and keeping them short.
 Be Secure: 80% of the web uses HTTPS today. If Crelo Africa site doesn't support HTTPS
yet then migrate today.
 Test with Search Console: Use the 'Fetch as Google' tool to see how Google reads our
pages.
 Provide a Sitemap: Add a sitemap to our site and make sure to register it in the Google
Search Console for our site. This is the first thing Google uses to know what pages are on
our site.
 Measure Page Speed: Google measures every page’s load time. Use Web Page Test and
Lighthouse to determine our time to first interaction, the key page speed metric Google uses
to measure page speed.

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Mobile Marketing
It is essential that all the aspects of marketing be considered in developing Crelo Africa.
• Alcoholic beverages and e-commerce related events
• Speaking Engagements at alcoholic events
• Networking events with vendors
• Digital Flyers
 Get in their cell phones:
Crelo Africa can use different interactive channels to reach into the customer’s cell phones,
because this can create more attention of customers, Crelo Africa business can use text messages
or phone calls to its clients once in a week.
 Utilize podcasts:
Crelo Africa will use podcasts to reach all its target audience, which is another digital medium
for sharing information, news, and ideas in a more social media type of environment. This
number provides a good indication of the CPM.
 Email marketing:
Email is also one of the best ways for Crelo Africa to communicate with the customers, Crelo
Africa will use email marketing as its tool to promote its marketplace.
 Send Holiday or Birthday cards to Crelo Africa customers:
Crelo Africa will send holiday gifts and birthday gifts to its customers, this happens when Crelo
Africa must have all the data related to customers profiling.

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Customer Insights (4 W’s, 1 H) – Crelo Africa
The answer to above questions can be drawn as follows:
Who is Important? For Crelo Africa, most important sellers are vendors who are selling
alcoholic beverages through fully customized stores on our app.
Buyers who are alcoholic consumers and purchase online.
How do they use? Crelo Africa will run different marketing activities in Nairobi, Kenya to
attract new vendors and retain old ones, Crelo Africa will pursue its vendors
and buyers to visit our app and not to shift towards the competitors.
Where do they avail our
services?
Our target market can easily visit crelo.co.ke website. Vendors and users
can also download our mobiles apps.
Customers can also visit our social media pages and contact us on
provided details.
When do they avail? There are lot of independent alcoholic beverages sellers and vendors looking
to increase their sales and attract more audience. Users are also looking for
fast delivery, lower prices, and one stop solution for buying multiple
alcoholic brands.
What are their choice
criteria?
Vendors look for the platform where they can open shop with full control,
payment security, easy to use, customized store, interactive dashboard,
reports, and analytics.
Crelo Africa
Customers
Who is
important?
How do they
use?
Where do they
use?
When do they
use?
What are their
choice criteria?

26. P A G E | 25
Marketing Strategies
SWOT Analysis
Strengths
• We offer a different,
professional and reassuring
shopping experience for wide
variety of alcoholic brands.
• We offer variety of user
friendly features.
• Highest customer care and
top-notch support.
• Secure payments gateways.
• We offer staff management
feature.
Weaknesses
• Lack of funding to expand
Crelo Africa in other countries.
• Less marketing and digital
promotions by Crelo Africa
due to low budget.
• Unavailabilty of customers
profile.
Threats
• Shift in the economic factors
can affect Crelo Africa.
• Increasing competition in
online marketplaces for
alcoholic beverages.
• Legal factors related to e-
commerce business can affect
the company.
Opportunities
• To target other countries
through digital marketing
channels.
• Expand Crelo Africa in other
cities and countries.
• Increase customer base
through rigorious marketing
activities and campaigns.

27. P A G E | 26
Communications Strategy
Online viral marketing: Crelo Africa will hire a professional online social media marketing company
which will actively promote on Facebook, Twitter, YouTube, Forums, Blogs, Discussion boards etc.,
and this can also be taken over by in house staff of Crelo Africa. This might involve an ongoing
campaign promoting the service concept through news, creative ideas, prizes, online PR, groups, and
networks. Customers from Nairobi will be encouraged to promote the marketplace to their networks
of friends and work colleagues.
Update content of website: It is essential for Crelo Africa to incorporate content into the front end
of the website on an ongoing basis. A useful tool would be to have a video linked directly from the
homepage and reviewed regularly to ensure currency and validity of Crelo Africa.
Video: Visual tools are very useful ways of explaining and promoting Crelo Africa and can be used
on its website, social media marketing and for displays and exhibitions in different events. The video
could be updated annually with each year’s video focusing on recent developments and target different
sectors of the population and uses by customers.
Promotional Prizes: Crelo Africa will arrange different promotional prizes and discounts for existing
and potential users which is a useful way of retaining or gaining interest. They can be promoted
through the newsletter and with Crelo Africa social media competitions, customer referral incentives
and new campaigns.

28. P A G E | 27
Value Proposition
Crelo Africa will take place following actions for the better growth of its marketplace:
 Integrity: We charge a fair monthly subscription fees for the services that we offer with
complete transparency.
 Passion: We don't believe in the status quo our goal is to not only to meet sellers and buyers’
expectations but to exceed them.
 Accountability: Crelo Africa has personally invested in customer satisfaction and as your
trusted e-commerce partner we deliver…guaranteed!
 Creativity: Crelo Africa has a collaborative, full spectrum, energetic, and innovative team.
 Professionalism: The company clientele is our top priority, and we always treat them with
the utmost respect and courtesy.
Value
Proposition
Customer
satisfation
User friendly
marketplace
Quick delivery
Professionalism
Integrity
Market
competitive rates

29. P A G E | 28
Management Team
Operating Team’s Profile
Position Brief Job Description/ (Full/ Part time)
Website
Manager
 Plan, implement, manage, monitor, and upgrade the organization's website.
 Respond to and troubleshoot all website issues.
 Identify and respond to all website security breaches.
 Ensure that the website is protected by enabling the appropriate security
measures.
 Update HTML, CSS, and JavaScript regularly.
 Conduct content audits to eliminate redundant and/or duplicate information.
 Create appropriate website content aligned with the organization’s strategy.
 Ensure website quality and efficiency by conducting regular test plans.
Apps
Managers
 Prototyping,
 Quickly define and deliver working software prototypes
 Work directly with designing, and developing mobile applications
 Partnering with the stakeholders and end users to translate ideas, high level
specifications into new or enhanced mobile application solutions
 Mentoring junior resources and provide guidance ensuring all development
standards and practices are adhered to
 Pursues continuous improvement in development processes, standards, and
quality
 Stakeholders to understand business and technical needs
 Communicate effectively with immediate team and leadership, ensuring team
receives consistent messages and has clear understanding of business direction,
strategy, and results
 Collaborate with cross functional teams such as architecture, backend integration,
visual design, UX teams, QA, etc.
Head of
Sales and
Marketing
 Achieve growth and hit sales targets by successfully managing the sales
 Design and implement a strategic business plan that expands company’s
customer base and ensure its strong presence
 Own recruiting, objectives setting, coaching and performance monitoring of sales
representatives
 Build and promote strong, long-lasting customer relationships by partnering with
them and understanding their needs
 Present sales, revenue and expenses reports and realistic forecasts to the
management team
 Identify emerging markets and market shifts while being fully aware of new
products and competition status.

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Revenue Streams
 Monthly subscription - auto renewal monthly subscription
 Sales commissions - we earn from each sale on Crelo
 Transaction fees - we charge an amount transaction fee for each sale