Wajih BELAID, face of the Tunisian nation startup, has launched an unprecedented application focused on Africa

Wajih BELAID

Wajih BELAID is a young Tunisian entrepreneur from a small family and a symbol of the meritocracy of the Tunisian school. After a master’s degree in higher commercial education from the Ecole Supérieure de Commerce (ESC) in Tunis in 2007 being crowned with a master’s degree in management from the same school in 2008, this young computer enthusiast started to search for use. Tunisia has almost nothing to offer to educated young people faced with uncertainty. After several months of intense research, he was hired as a logistician by a multinational transport company. Quickly promoted to Logistics Manager, Wajih will end his career after 12 years of experience as a Supply Chain Manager. Then it was the big turn.


By the end of his long years of experience, Wajih BELAID had the bold idea of ​​becoming an entrepreneur and put all his skills to work for his dreams. So, at a time when young people his age are thinking of leaving the country, Wajih BELAID mobilized his savings and energy to create one of the youngest online sales startups. In 2014, Promodeal was brought to the baptismal font. It is an opportunity to experience firsthand the challenges of the entrepreneur, the difficulty of the procedure, the contours of the law and also to test the technical infrastructure put in place. The most important thing, he remembers, was to convince the Tunisian to buy online. Adapting a population accustomed to cash to new international commercial trends is not an easy task. The challenge was met. Today, Promodeal exists and generates sufficient flows to guarantee the salary of ten direct employees and 22 indirect employees.

In 2020, despite the COVID crisis discouraging most investors, Wajih BELID is launching a new import-export entity to promote the label “Made In Tunisia.”

Within two years, the new company had a two-digit evolution index highlighting some 100% Tunisian products made by local manufacturers.

Wajih BELAID’s entrepreneurial journey will not stop there.

By the end of 2020, there was talk about mobile development around the world. “The time has come for Tunisian consumers to have their own application developed by 100% Tunisians and adapting to local buying habits without language barriers or complex features”.

With a group of young new graduates at the most prestigious university at the national level, a new dream called “YALLA FID” came true. “Yallafid is a completely innovative concept. It’s more than just an ordinary online sales platform or marketplace. Yallafid manages end-to-end customer relationships, pre-sales, sales and after-sales. The platform is designed to strengthen customer relationships in a 100% African context ”.

The new platform is therefore positioned on what constitutes the goal of all shoppers: improving customer relationships. For Walid, particular cultures are important. “The African consumer is at the heart of our app. It’s time for him to have his own digital solution to manage his loyalty programs. Our application guarantees a true 100% African digital transition”. Adaptation to African consumer buying behavior and communication was integrated from the design stage. “Yallafid offers a real opportunity to choose from with many loyalty programs that allow you to offer your loyalty points and convert them from one brand to another. ”

When the application launches, the user will refine his data flow by selecting the brands he wants to see during his experience with the tool. Obviously he can add or remove families of products they want ”.

Clearly in this practice, the question of partners and the brands presented arose on its own. “Our partners for this application are all types of companies regardless of their size and budget. The emphasis is on simplicity and ergonomics,” Walid assures. Lead partners will have access to a digital platform to optimize customer proximity through customizable loyalty programs to strengthen existing customer networks or build a portfolio of new prospects. Simply put, a small business or an entrepreneur will be able to manage their customer portfolio, strengthen it as needed and launch their prospecting programs on the platform. No technical skills are required for this. “And it’s all in the consumer’s interest to see a small worker in the neighborhood offering him or her a real, fully digital loyalty program.”

It should be noted that the concept does not impose a percentage on the turnover achieved for, the designer explains, “not to hurt partners and prevent it from affecting the end consumer”.

The Yallafid application is part of a new post-covid deal marked by an acceleration of the digital transition. All the conditions are met in Africa to succeed in the digital shift. “Right now, Africa’s population is highly connected, the infrastructure is developed and relatively efficient in some countries. Currently the focus is on digital services to be provided to this population seeking technology based on 100% skills in Africa “.

All behavioral analysis shows that the pandemic has accelerated the digital integration of African consumers. “We are seeing a real metamorphosis in consumer habits who are increasingly demanding digital applications of all kinds that can improve their buying habits through effective platforms but until now have remained international and not necessarily adapted. in local contexts. “

The pandemic, Wajih continues, emphasizes the “need to build a platform that binds us together, a platform that reflects our values, that fits into Africa’s economic ecosystems based in most of the countries in agriculture, art and small industrialists.

In a continent where 98% of companies are SMEs and where the average age does not exceed 30 years, innovation corresponds to the ability to meet the needs of the ecosystem of small businesses and youth. “A small business in Africa should be able to easily display its goods online in the near future and provide local consumers with high -value services.”

For young people, they remain the engine of change. “African countries value youth and have the right technological equipment. We have gained enough experience to be able to work independently in serving the economy of our dear continent. Through the development plans of most countries in Africa, there is a real awareness of the importance of connectivity. It’s time to talk about the autonomy of the African continent in terms of digital tools ”.

Despite the context of the economic downturn, Tunisia continues to be a laboratory of Fintech. The country is ranked among the top countries in Africa in terms of the quality of its IT skills, which does not make it a saturated market. “In general, in the field of IT, we are not talking about saturation but rather opening up to international markets. Today, it is important to see that Tunisian skills are mobilized to provide support and assistance to African countries. As a Tunisian entrepreneur, I prefer to serve the African market with African skills ”.

In this fruitful context, the vision for 2030 is clear. “2030 is open, our development plan has been formed. Our goal over the next 10 years is to give African consumers access to long-awaited services such as accessibility to online product catalogs, digitization of customer accounts on smartphones and thus give the opportunity local partners, regardless of their size to showcase their products and services online ”.

Wallafiad will tour Africa through local partners in each country, for the benefit of Africa. “The centralization of supply and demand traffic could lead to more economical services for African consumers such as integrated delivery or banking integration.” To do more, the concept put in place could accelerate the formalization of certain activities and bring fresh air to African economies.

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