DOBUY – Hyperlocal Delivery App & E-Commerce Store (2017–2022)
Role
Founder & CEO
Timeframe
2018 - 2022
Location
Pakistan (Kasur, Bhakkar, Layyah – Tier 2 & Small Cities)
Services
Naming, Branding, Graphic Design, Web Desing and Development
Overview
A hybrid delivery app + e-commerce store that started as a local shop but pivoted into an on-demand delivery service during COVID-19, offering:
- 20–30 min delivery for food, groceries, pharmacy, and bakery.
- 3–5 day delivery for general e-commerce store items.
- Seed-funded and operational for 2+ years before economic shifts (govt. policies, inflation) led to shutdown.
Key Achievements
- Built and scaled a full-stack delivery ecosystem with 4 apps:
- Customer App (Flutter) – Order food/groceries in 20–30 mins.
- Rider App – Real-time tracking and dispatch.
- Vendor App – Inventory/order management for partners.
- Admin Dashboard – Analytics, payments, and operations.
- Onboarded 100+ vendors personally, negotiating contracts and training.
- Hired local city managers to resolve ground-level issues (riders, customers, vendors).
Why It Mattered
- COVID response: Became a lifeline for essentials in underserved cities.
- Proved viability of hyperlocal models in small-town economies.
Lessons & Outcomes
- ✅ Scaled to 3 cities with 10,000s of users.
- ⚠️ Challenge: Macroeconomic instability impacted unit economics.
- 📈 Legacy: Validated demand for agile delivery in tier-2 Pakistan — a blueprint for future ventures.
Leadership Breakdown
Overview
A hybrid delivery app + e-commerce store that started as a local shop but pivoted into an on-demand delivery service during COVID-19, offering:
- 20-30 min delivery for food, groceries, pharmacy, and bakery.
- 3-5 day delivery for general e-commerce store items.
- Seed-funded and operational for 2+ years before economic shifts led to shutdown.
Key Achievements
- Built and scaled a full-stack delivery ecosystem with 4 apps:
- Customer App (Flutter) – Order food/groceries in 20-30 mins.
- Rider App – Real-time tracking and dispatch.
- Vendor App – Inventory/order management for partners.
- Admin Dashboard – Analytics, payments, and operations.
- Onboarded 100+ vendors personally, negotiating contracts and training.
- Hired local city managers to resolve ground-level issues.
Why It Mattered
- COVID response: Became a lifeline for essentials in underserved cities.
- Proved viability of hyperlocal models in small-town economies.
Lessons & Outcomes
- ✅ Scaled to 3 cities with 10,000s of users.
- ⚠️ Challenge: Macroeconomic instability impacted unit economics.
- 📈 Legacy: Validated demand for agile delivery in tier-2 Pakistan.
Product & Tech
- Led a 10+ member tech team to build all apps from scratch (Flutter + Firebase/Node.js).
- Designed rider logistics algorithms for tier-2 city constraints (low internet, cash payments).
Marketing & Branding
- Directed ad campaigns, video shoots, and social media strategy.
- Built trust in tier-2 cities through localized marketing (rider uniforms, community engagement).
Growth & Funding
- Secured seed investment to expand to 13 cities.
- Pitched to investors with unit economics and scalability plans.
Operations & Logistics
- Hired/trained delivery teams and optimized last-mile logistics.
- Implemented real-time tracking and SLA-based delivery windows.
Operations & Local Impact
- Trained city managers to handle last-mile disputes, delays, and vendor payouts.
- Localized solutions: Cash-on-delivery, Urdu support, and community trust-building.
Services Provided by DOBUY
🚀 Customer-Facing Services
On-Demand Hyperlocal Delivery
- 🛒 Groceries & Essentials: 20-30 minute delivery from local stores.
- 🍔 Food Delivery: Partnered with local restaurants & home kitchens.
- 💊 Pharmacy: Quick delivery of medicines & health products.
- 🍞 Bakery: Fresh bread, cakes, and desserts on-demand.
E-Commerce Marketplace
- 📦 General Goods: 3-5 day delivery for non-perishable items (electronics, household goods, etc.).
Operational & Support Services
For Customers
- 📲 Multi-channel support: In-app chat, WhatsApp, and phone calls.
- 💵 Cash & Digital Payments: COD, mobile money, and card options.
- 🎯 Scheduled Deliveries: Slots for convenience.
For Vendors
- 🏪 Tech Enablement: Onboarded small shops with apps/WhatsApp ordering.
- 💰 Flexible Payouts: Daily cash settlements or bank transfers.
- 📊 Sales Analytics: Vendor dashboard for tracking orders & revenue.
For Riders
- 📱 Rider App: Real-time order alerts, navigation, and earnings tracking.
- 🏛 Training & Support: City managers for dispute resolution.
- 💸 Incentive Programs: Bonuses for peak hours and high ratings.
Results & Impact
📈 Business Growth
- Geographic Expansion: Scaled from 1 → 3 cities (Kasur, Bhakkar, Layyah)
- User Base: 10,000+ downloads & 3,000+ active monthly users
- Transactions: 500+ daily orders at COVID peak
- Vendor Network: 150+ onboarded, 70% retained 6+ months
- Employment: Created 120+ jobs (riders, managers, support)
⚙️ Operational Milestones
- Delivery Speed: 85% on-time for 30-min deliveries
- Customer Retention: 40% repeat orders (vs. 15% industry avg.)
- Tech Adoption: 80% vendors moved from WhatsApp → app orders
🌍 Social Impact
- COVID Response: Primary essential delivery service in lockdown
- Digital Inclusion: Enabled traditional shops to join e-commerce
- Local Empowerment: 30% riders were previously unemployed youth