In 2015, Angola had no food delivery services, yet Tupuca has grown significantly, processing over 11,000 monthly orders with over 600 employees. Traditional marketing and venture capital strategies were ineffective due to deep skepticism surrounding app-based food delivery. Internet penetration was only 25%, and many consumers had limited experience with digital transactions. Entrepreneurs faced significant challenges, including educating customers on using apps and overcoming trust deficits. Tupuca exemplifies how to navigate these obstacles in similar emerging markets, highlighting the necessity of customer education and relationship building in technology adoption.
In 2015, Angola had zero food delivery services, but now Tupuca processes over 11,000 monthly orders, showing a considerable market transformation and adaptation.
The challenge in emerging markets goes beyond product-market fit; it involves overcoming consumer skepticism, lack of digital literacy, and enhancing trust in new services.
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