A Brand-New Identity

keyfn actively participated in creating the Úbì brand since inception. Understanding the brand name has to speak for itself, the team decided to make it indigenous. Úbì, with diacritics on top, translates to greenland particularly in farmlands. The italic letters with diacritics pointing left and right mean reliable and efficient distribution as the client promised to their partners.

Website and Landing Pages with Trackers

Along with a new logo, a website came to the first place to explain Úbì when the client reached out to their first batch of partners during the discovery phase. keyfn created various wireframes and fidelity of design, to reach to the point that Úbì’s prospective clients are able to indicate their interests effectively through landing pages with various targeted social media advertising campaigns. Additionally, to construct an hierarchy of buyers based on their purchasing powers and locations, keyfn integrated a referral system, which can track the sources and flow of deals.

Beachhead Market Discovery with Hands-On Research

Making clients’ businesses sustain and scale in long-term, is one key philosophy of keyfn. Instead of jumping straightforward to build a full-suite mobile app, keyfn team worked together with Úbì to conduct 1-on-1 interviews with different stakeholders across the supply chain, from emerging food brand owners, big wholesalers who have inventories, to middlemen like resellers who are active in the informal market.

B2B E-Commerce with No-Code Backend

In the process of secondary research including competitions, Úbì has come to the conclusion to build a web app serving as an accessible e-commerce platform which their colleagues can access to no-code backend to manage product listing and customer relationship. Other languages like French are applied as a strategy for Úbì to help their trusted brand to export from Nigeria to the neighboring countries, Benin and Chad, to name a few.

Product Marketing with Digital Catalogs

Understood that many Nigerian wholesalers are still in between traditional ways of forming partnership through face-to-face, the keyfn team took a bold way to invite them through video calls, and send over digital catalogs through instant messaging. Given the nature of remote work of keyfn, we also serve a customer success team to build strong relationships with prospective and existing buyers. We are surprised how effective it was by launching parallel experiments to boost the entire growth funnel through various marketing, sales and CS approaches.

Social Media Advertisement with Higher Inquiry Rate

As part of the core social media marketing strategy, the team has identified growing-demanded products. Through targeted marketing, Úbì has successfully attracted the right profiles of prospective distributors who are not only seeing the potential of selected consumer brands, but also willing and able to place their orders with capital and potential distribution networks.