agriBORA’s Strategic Transformation: From Broad Vision to Focused Impact

1. Market Positioning – Refining Target Segments

• Focusing on High-Impact Segments: Shifted attention from serving all agricultural players to prioritising mid-sized off-takers and agri-merchants, where agriBORA’s solutions could create the most immediate and scalable impact.

• Clarifying Customer Needs: Identified that medium-sized off-takers needed reliable, high-quality local produce, while agri-merchants required better supply chain visibility, finance access, and post-sale support.

• Tailoring the Value Proposition: Positioned agriBORA as a trusted supplier for off-takers by ensuring consistent, quality-assured produce and as a growth enabler for agri-merchants by offering better financing, logistics, and supply solutions.

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2. Competitive Analysis – Strengthening Market Position

• Defining agriBORA’s Competitive Advantage: Mapped out how agriBORA’s integrated marketplace approach differed from traditional input suppliers and informal trade networks, ensuring a unique market position.

• Addressing Industry Competition: Instead of competing on price, agriBORA focused on service reliability, supply chain efficiency, and relationship-building with key stakeholders.
• Anticipating Market Challenges: Analysed the barriers to new entrants, reinforcing agriBORA’s strengths in its established market relationships and data-driven decision-making.

• Responding to Buyer and Supplier Pressures: Developed flexible pricing and financing options to enhance customer retention while making it easier for suppliers to commit to long-term contracts.

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3. Strategy Execution – From Vision to Actionable Priorities

• Breaking Down the Vision into Strategic Areas: Shifted from a broad tech-first approach to a clear roadmap with quarterly execution cycles, ensuring all initiatives were aligned with sustainable growth.

• Developing Focused Long-Term Goals: Ensured that every investment in technology, people, and partnerships directly contributed to scaling agriBORA’s core offerings.

• Empowering the Leadership Team: Reduced reliance on the founder by establishing clearer roles, structured decision-making frameworks, and measurable performance goals.

✅ Strategic Clarity & Focus – “We had a big vision, but now we have a clear roadmap that breaks it down into achievable steps. I now understand where to focus and how to communicate that focus to the team.”

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‍✅ Increased Leadership Confidence – “I feel less anxious and more assertive in my guidance to the team. They now tell me, ‘We’re very clear on what you want and what you need.’”

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‍✅ Significant Business Growth – “We’re on track to achieve a 600% increase in GMV by the end of the year and we’re seeing continued momentum with a stronger pipeline of agri-merchants than ever before.”

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✅ Stronger Team Morale & Alignment – “The team is engaged, onboarding is much smoother, and morale is high. Everyone knows what we’re working towards, and it’s made a huge difference in how we operate. Employee NPS has increased from 70% last year to 82% now.”