DOBUY

DOBUY – Hyperlocal Delivery App & E-Commerce Store

(2017–2022)

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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.

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Leadership Breakdown

  • 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 (e.g., 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 to 3 cities (Kasur → Bhakkar → Layyah)
  • User Base: Achieved 10,000+ app downloads with 3,000+ active monthly users
  • Transactions: Processed 500+ daily orders at peak (COVID period)
  • Vendor Network: 150+ local businesses onboarded, 70% retained for 6+ months
  • Employment: Created 120+ jobs (riders, city managers, support staff)

Operational Milestones

  • Delivery Speed: Maintained 85% on-time rate for 30-min deliveries
  • Customer Retention: 40% repeat order rate (vs. 15% industry avg. in tier-2 cities)
  • Tech Adoption: Transitioned 80% of vendors from WhatsApp to formal app orders

Social Impact

  • COVID Response: Became the primary essential delivery service in target cities during lockdowns
  • Digital Inclusion: Enabled traditional shops to enter digital commerce
  • Local Empowerment: 30% of riders were previously unemployed youth