Client Name

Sadiq.ai

Faculty Advisor

Dr. Amber Gul Rashid, Assistant Professor, Department of Marketing

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This ELP is about Sadiq.ai's PMF (product market fit) and strategic entry in KSA and it aligns with IBA-SBS's Entrepreneurship and Innovation thought leadership domain as: 1. Direct Engagement with a startup The core of this project entails solving real world challenges and going forth business strategy of a tech based early-stage startup. Sadiq operates at the frontier of AI, AR and social commerce, which are all up and coming mega trends in the world at large and locally in KSA. This makes it a good example for entrepreneurial innovation. Our work parallels the goals of SBS’s entrepreneurship programs that emphasize practical learning, market discovery, and iterative development. 2. Viability and Market Strategy Design Just launching in a new market is not what this project's scope was all about, in phase 5 it was all about keeping it scalable and sustainable without burning through investment needlessly. Our costing models, breakeven analysis, and monetization structures provided Sadiq.ai with a feasible route to financial viability. A localized GTM plan was developed for the Gen Z and Millennial generations of KSA, constructed by combining primary and secondary research.

Aligned SDGs

GOAL 8: Decent Work and Economic Growth

Aligned SDGs Justification

a. Empowering and enabling Artisans/Creators: Sadiq.ai provides small-scale Saudi artisans with low barrier access to formal digital markets. By offering visibility, custom online store fronts and reducing friction in their sales by making the buying process for the customers better through AI/AR features.

b. Enabling Youth Employment and Digital Entrepreneurship: The platform is designed around Gen Z users, not just as consumers but also as creators and sellers. This taps into the youth demographic that forms the backbone of Saudi Arabia’s labor force, providing them with opportunities for income generation, this also supports the Saudi Government's vision 2030 for the country.

c. Seasonal and Cultural Economic Activation: Initiatives such as the Ramadan Midnight Bazaar and Saudi Artisans Spotlight not only stimulate demand during key cultural moments but also enable spikes in sales.

NDA

No

Abstract

This paper investigates how a digital platform can achieve product-market fit and financial sustainability in emerging social commerce ecosystems by analyzing the case of Sadiq.ai, an AI and AR-powered startup targeting Gen Z consumers and artisan sellers in Saudi Arabia. The platform aims to localize ecommerce through culturally aligned technology, offering AR try-ons, conversational AI assistance, and an Arabic-first interface, while empowering micro-entrepreneurs through low-barrier storefronts and community-driven commerce.

Through mixed-method research combining user interviews, market analysis, usability audits, prototyping, and infrastructure costing, this paper examines how user behavior, design choices, and strategic planning interact to drive platform success. The research results reveal fundamental usability issues in the shape of hidden key features, performance limitations in apps, and marketplace and social media site or market place site identity confusion, which eroded user faith and engagement. However, Gen Z consumers demonstrated strong preference for features highlighting personalization, authenticity, and cultural relevance.

To solve for these problems, this paper proposes a localized go-to-market plan for Saudi digital behavior and values, and a reimagined user experience based on discoverability, performance, and trust. The strategic plan integrates mobile-first design principles, AI and AR- based personalization, and creator-first monetization tools consistent with Saudi Vision 2030. Financial modeling confirms a route to breakeven under a multi-tiered commission model, considering platform scalability, AR infrastructure cost, and seller acquisition strategies.

By combining human-centered design principles with market and finance modeling methods, this research presents an action-oriented, evidence-based model for the launch of culturally appropriate social commerce platforms throughout the MENAP market. In addition, it offers more general implications for startups looking to balance rapid technological progress with trust, usability, and profitability in unserved but digitally maturing markets.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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