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Established as a holding company and registered with the Abu Dhabi Global Market (ADGM), Waterwa’s unique products are different from what you see every day in the region – the app offers a wide range of brands of water and beverages available at only It’s just a few clicks away at your doorstep. The app, available on iOS and Android devices, allows customers to subscribe for weekly or monthly delivery to their homes and offices, with the option of cash on delivery or credit card payment. With a wide range of branded drinks from small bottles to large gallons, as well as snacks, the app (and its website) is easy to use, first prompting you whether you live in the UAE or Bahrain, and then your region to see what’s available options.
The platform is the brainchild of Abdulla Najem and Essa Adel Alzaabi, both of whom have previously launched businesses ranging from media companies to coworking spaces, online marketing consultancies, web and app development services providers, and last-mile delivery apps . After arriving in Dubai in 2018, Najim noticed that the Dubai market was particularly sensitive to technology, with consumers’ shopping habits shifting almost entirely online. Najem also encountered the trouble of carrying large amounts of drinking water from the supermarket twice a week. After talking to Al Zaabi (now co-founder and chief technology officer of the startup), the two realized that although the market provided offers a wide variety of drinking water, but among the grocery apps, none are dedicated to selling, buying, and delivering water. “We did research and found out that water is actually the second best-selling grocery item in the UAE, with a market size of Dh1.8 billion, and that’s where the idea for Waterwa came from,” Najem said.
Source: Waterwa
Combining Najem’s business background and Alzaabi’s technical skills, the co-founders immediately began developing the app. The team conducted a months-long pilot run to test the market, validate data and monitor it to see if there was a need for such a solution. “Fortunately, the market wants Waterwa,” Najem said. According to the co-founders, during the beta period, the platform generated over AED 150,000 in sales, over 20,000 app downloads, approximately 1,000 customers per month, and accumulated 5-10 industry partners. So far, Najim noted that their biggest challenge has been achieving significant growth while maintaining retention and providing the best possible service. “We solve this problem by taking a step-by-step process, where we onboard new companies as a first stage, then work with them on a coordinated basis if the products have potential, and finally, list them where we control the logistics and management By doing this, we ensure that our partnerships grow and that our customers know which orders we fulfill and which [are the ones] Provided by our partner companies so if any unfortunate experiences occur it will not affect our reservation. “
It’s working — since launching in 2019, it’s grown from a team of four to 24 employees and has been downloaded more than 110,000 times. As of this writing, Najem said they have 150 partners (such as Masafi, Al Ain, Mai Dubai, Arwa and Voss, etc.) and monthly sales exceed AED 850,000. In January 2020, the startup also managed to secure AED 1 million in pre-seed funding from undisclosed investors.
As entrepreneurs in the water industry, the co-founders see this as a lucrative venture because Waterwa fills a need in the market. Najem explains: “What makes us unique is that we serve fashion [and] The health status of the people in the UAE, the awareness of the importance of hydration and the diversity of the population in Dubai and the UAE – everyone has different preferences when it comes to water and we manage to offer all these preferences in one place, offering over 150 brands and services to our customers Provide choices. “
Initially, the team used influencers to reach out to local communities and acquire initial customers. Later, their approach utilized digital marketing, offline marketing and even cold calling to build personal relationships with customers. “Our first signed partnership actually came about in the weirdest way,” Najim said. “We tried to contact them months before we launched, but no one took us seriously because we were still in the idea stage. So. [when] We decided to launch, [we] Start accepting orders and submitting them to the partner’s company through the partner’s call center on behalf of our customers! When orders started coming in, there was some noise and they agreed to meet us and sign an agreement with us. Najem said this led to five additional partnerships, ultimately reaching more than 100 partnerships.
A proactive approach has helped companies tremendously throughout the COVID-19 pandemic outbreak. The pair said being an e-commerce business has been helpful, and Alzabi said they’ve seen “a higher-than-average increase in water consumption as people become more aware of the benefits of water during the pandemic.” Najim explained: “We are one of the companies that has benefited from the impact of the pandemic because our core business is door-to-door delivery while everyone is in lockdown. This has helped us transform from an aggregator to a partner, setting up our own fulfillment centers and our Delivered to our customers ourselves. [In turn, that] Of course protecting our data and ensuring a better service for our customers, while giving us greater control over the user experience at Waterwa to meet their needs with a high level of satisfaction. “
Going forward, the co-founders hope to continue focusing on water and beverages and plan to expand their product range in the UAE and beyond. “We are also committed to focusing more on B2B and B2G partnerships, dreaming of becoming the only reference platform for your home or business’s water and beverage needs.”
“Trepp talks: Waterwa co-founder and CEO Abdulla Najem shares his tips for entrepreneurs
1. focus “In the startup world, it’s easy to lose focus when you start small and have the flexibility to shift, jump, and shift. But if you want to achieve a niche goal, you need to stay laser-focused throughout the process.”
2. Take the unknown road”Don’t be afraid to start something new that no one has tried before you or started that didn’t work out. If you really believe in it, just do it. “
3. Ship and then fix “To me, a startup is like a baby. If you’ve been nurturing and growing it behind closed doors for years, it’s going to be unprepared for the real world. If you’re ready with an idea and a concept , just put it into practice and learn how to make it happen.” Repairing and changing along the way, this is how babies learn life skills from the outside world. “
4. take next step “When the going gets tough and you feel like you’ve hit a dead end, take one more step forward and you’ll see magic happen!”
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