gtm_report

6.2 Channels

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Go to Market
How we reach every shelf.
Demand-Side Strategy Founder-led, partner-amplified, event-anchored
Channel 1 Founder outbound to FMCG country GMs and TMDs
Channel 2 Distributor and Vision 2030 warm-intro referral network
Channel 3 Trade events and Saudi FMCG round-tables
Demand Funnel Outbound to sample data to pilot brief to paid
Unit Economics CAC SAR 80K-200K, 50%+ pilot-to-paid conversion, under 18-month payback
Demand Side Founder voice, partner referral, event anchor Three lighthouse pilots through founder outbound and warm intros
Founder outbound Asmaa direct to country GMs and trade marketing leads
Vision 2030 programmes MISA, Saudi Unicorns and Monsha'at warm-intro pipelines
Trade events LEAP, Saudi FoodEx and regional CPG trade conferences
Sample-data freemium Free sample dashboards convert anchor FMCGs into paid pilots
Referral pipeline Distributor and CPG association warm intros
Founder voice, government credibility, distributor referrals open every room Saudi enterprise is digitising fast: business AI adoption rose from 27.6% to about 33% of firms in a year (GASTAT, 2025), and PDPL data-residency rules plus Vision 2030 increasingly reward locally hosted AI vendors.
Supply Side Hybrid in-house, crowd, partner coverage Saudi field trust plus crowd scale plus partner reach
In-house team Saudi field team for trusted lighthouse pilot capture
Crowdsourced app Gig workers, EXIF and geolocation fraud control
Regional partners GCC partners cover where in-house is uneconomical
Distributor agreements Distributor agreements grant store permission and outlet lists
Customer store lists FMCG-provided store universes feed onboarding at sign-up
In-house trust, crowd scale, partner coverage equals national reach General trade is most of Saudi grocery: the large majority of outlets and nearly half of FMCG by value (Kantar), and today no one measures it
Supply-Side Strategy Hybrid in-house plus crowd, partner-backed
Channel 1 In-house Saudi field team for trusted pilot stores
Channel 2 Crowdsourced gig workers via ShamsVision app, fraud-gated
Channel 3 Channelplay-style regional partners for GCC coverage
Key Metrics Stores covered, capture freshness, image quality, fraud rejection rate
Delivery Strategy In-house first for lighthouse pilots, then crowd at scale, partners where unit economics demand coverage
Customer Personas Three buyers, three trigger moments, one platform
Trade Marketing Director
Demographics Age 35-50, Saudi or expat, MBA, multinational FMCG subsidiary Pain Points Cannot convert collected data into store actions fast enough Discovery LinkedIn, LEAP, Saudi FoodEx, distributor referrals, peer recommendations Values Speed of action loop, recognition accuracy, defensible numbers Willingness to Pay SAR 180K-600K per year
Commercial Director or Country GM
Demographics Age 40-55, senior commercial leader at multinational or large local FMCG Pain Points Does not know where shelf is lost until expensive Discovery Peer CD/GM network, board referrals, distributor relationships, NIQ Discover Values Revenue growth, numeric distribution, defensible commercial decisions Willingness to Pay SAR 300K-1.2M per year
Distributor GM or Sales Lead
Demographics Age 35-55, Saudi or regional distributor, often family-owned business Pain Points Carries brand accountability without outlet-level visibility or evidence Discovery Trade associations, FMCG WhatsApp networks, distributor conferences, founder outreach Values Distributor scorecards, exception alerts, field work they can sell on Willingness to Pay SAR 96K-240K per year
Channels & PartnershipsDirect outbound, indirect referrals, community events
DirectAsmaa-led outbound to country GMs and TMDs
IndirectDistributor partnerships and Vision 2030 programme warm intros
CommunityTrade marketing events and Saudi industry round-tables
Channel StrategyDirect 60%, indirect 25%, community 15% in year one
Strategic PartnershipsSaudi national distributors for outlet access, Channelplay for coverage, MISA/Saudi Unicorns/Monsha'at for warm intros
KPIs & Business Model Pilot to paid in 90 days, 50%+ conversion
Growth KPIs
MRR Target SAR 20K Y1, SAR 100K Y2
User Growth 2 paid Y1 to 42 by Y5
Conversion Rate 50%+ pilot-to-paid Year 1
Unit Economics
CAC SAR 140K average
LTV SAR 680K per customer
LTV : CAC Ratio 4.9:1 LTV:CAC
Payback Period Under 18 months
Revenue Model B2B SaaS subscription plus services
Pricing SAR 10K per FMCG per month
Gross Margin 60% Y2, 70% long-term
Break-Even Year 3 at 12 paid customers
Key Takeaway Three lighthouse pilots, two converted to paid, the opening proven
Customer Acquisition Cost SAR 140K
Lifetime Value SAR 680K
LTV : CAC Ratio 4.9 : 1
Year 1 Projection Five enterprise FMCG accounts: three lighthouse pilots plus two paid conversions, driven by Asmaa-led outbound and Vision 2030 warm-intro referrals