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On one hand, mercados and their value chain are incapable of activating sales and access a digital sales channel to mitigate COVID-19 isolation measures. Moreover, mercados sellers lack financial and entrepreneurial education, which hinders their business growth, creating poverty cycles which make them more vulnerable through crises. On the other hand, various vulnerable groups such as single mothers and victims of violence lack a sustainable source of income because of massive layovers, inability to go to “the streets” to sell, and/or the current general purchasing power contraction. Finally, not all consumers can afford supermarkets now that traditional mercados are closed and have become contagion focus points.
1) Market vendors that can't sell during COVID-19 and that historically have lacked access to market
2) People who have lost their jobs that are in a vulnerable situation - as buyers in the markets
3) Venezuelan nationals that are in mobility and refuge situation - as delivereres
4) Middle-low and low income people who can't afford super-market options and normal delivery options.
REACTIVANDONOS is a program that will create a web and mobile app, that connects, empowers and trains consumers, sellers, deliverers, and buyers. Activating a value-chain economy to increase their income, improve their financial health, and make them crisis-proof. The key activities to implement this program are: Develop a hybrid, inclusive and adaptive digital marketplace in four phases. First, we develop a website in two weeks to allow customers to buy while managing the back end of sellers, buyers and deliverers in the mercado
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manually. Second, we finish developing the mobile app for buyers and deliverers by the third week to roll out and optimize the process making sure the logistics are figured out. Third, we roll out a consumer app by the fourth week to complete the mobile app, adding all payment buttons, automation. By the 6th week, the app will include an inclusive and accessible free educational program complemented by groups teaching in partnership with local governments, and physical manuals to increase their entrepreneurial knowledge, improve their home and community leadership, and shield their financial health. Train 5 buyers per mercado to get the orders together in the mercado, while deliverers come to pick up. Recruit 15-20 mercado sellers per mercado in three mercados of Quito (Iñaquito, Santa Clara, and Ofelia), 70% women, 30% men (caps), to pilot the program and test all aspects. Recruit 10-20 people with vehicles to pick up and deliver the orders (they will live around each mercado area). Form partnerships with important actors in Quito to activate social media and reach a broad and large base of early adopters. Deliver entrepreneurial, leadership and financial health program in the three mercados for the various stakeholders. Scale the program to reach 500 sellers, 200 deliverers, 100 buyers, and at least 3000 transactions by November 2020.
For monitoring the progress of the program, we have established key indicators as: 1) Number of USD dollars transacted per day, week, month 2) % of sales increase compared to sales before the platform use (baseline) in two times, before COVID-19 and during COVID-19 to control for the lockdown. 3) Number of products sold through the platform. 4) Ranking of service/products (1-5 stars) from the customers 5) Number of sellers participating in the program 6) Number of people trained 7) Number of mercados
