DUBAI MARKET
FROM ZERO
TO 265+ SKUs.
End-to-end B2B eCommerce management for PackThisMeal — an eco-friendly food packaging brand. Full Laravel platform, 265+ SKU catalogue, investor documentation, and Dubai market expansion strategy.
PackThisMeal is a Dubai-based eco-friendly food packaging brand operating on a Laravel/PHP platform with 250+ products. When I joined the project as Digital Marketing Lead, the brand had strong product quality but limited digital presence in the UAE B2B market. The goal was to build a sustainable pipeline of Dubai restaurant and food business clients through SEO, WhatsApp automation, and B2B pricing strategy.
01 Problem
No eCommerce presence
No website, no product catalogue, no pricing system for the Dubai B2B market. Every element had to be built from scratch.
Unstructured catalogue
265+ product SKUs with no structured naming, categories, or pricing tiers for B2B procurement in the UAE food service sector.
No investor documentation
No investor-ready materials for funding conversations — no deck, no market analysis, no unit economics, no growth roadmap.
No UAE digital footprint
No Google Business Profile, no local SEO, no supplier coordination system. Zero digital presence in the Dubai market.
02 Strategy
Platform First.
Catalogue Second.
Documentation Third.
The sequence mattered. Before any sales or marketing, the operational infrastructure had to be in place. Platform → catalogue → pricing system → investor documentation → market entry execution.
PackThisMeal needed B2B wholesale positioning in UAE food service, hospitality, and retail — requiring structured pricing tiers, MOQs, and professional documentation before approaching buyers.
Laravel eCommerce Platform
Managed existing custom PHP backend for product and order management
265-SKU Catalogue Build
Full product naming, descriptions, categories, and SEO structure for B2B procurement
329-SKU Master Price Sheet
Excel price control system with cross-sheet formulas across 9 product categories (A–I)
32-Slide Investor Deck
UAE market opportunity, reward system, unit economics, and 90-day growth roadmap
90-Day Expansion Roadmap
Door-to-door sales plan, trade show calendar, digital partnerships, and online activation timeline
Digital Presence Setup
Google Business Profile, local SEO foundations, social media initialization for UAE B2B discovery
03 What Was Built
B2B Master Price Sheet
329-SKU Excel price sheet with Master Price Control tab. Cross-sheet formula references for automatic pricing updates across all 9 product categories (A–I). Built to support sales team quoting without manual recalculation.
Product Catalogue (265+ SKUs)
Full product catalogue structured for Dubai B2B procurement — categories, descriptions, MOQs, pricing tiers, and image references for hotel, restaurant, and retail buyers.
32-Slide Investor Deck
Investor-level PowerPoint covering Reward and Cashback System, UAE market opportunity, unit economics, and 90-day growth roadmap. Designed for stakeholder and investor presentations.
90-Day Dubai Expansion Roadmap
Detailed market entry plan: door-to-door sales strategy, trade show calendar, print collateral plan, digital partnership targets, and online channel activation timeline for the UAE food service sector.
Laravel eCommerce Platform
Managed the full Laravel/PHP custom eCommerce backend — product management, category architecture, checkout flow, and local SEO foundations for Dubai B2B discovery.
Digital Presence Setup
Google Business Profile setup, Dubai local SEO foundations, social media presence initialization, and supplier coordination for UAE fulfilment operations.
04 Results
Infrastructure Delivered.
Market Ready.
05 Project Status
PackThisMeal is an active project. Revenue metrics are not yet available as the Dubai market launch is in execution phase. This case study documents the infrastructure, catalogue, pricing systems, and strategy delivered to date.
Want to Expand Your Brand
Into Dubai?
I have done this before — platform, catalogue, operations, and digital presence built from zero in the UAE market. Available for consulting and full-time roles in Dubai.
Related Reading
PackThisMeal Dubai B2B Expansion — The Full Story
PackThisMeal is an eco-friendly food packaging brand with 250+ products, operating on a custom Laravel/PHP platform. The Dubai market expansion project started with a fundamental challenge: the brand had strong product quality and competitive pricing, but no established digital presence in the UAE B2B market where most purchasing decisions happen through WhatsApp and direct sales relationships.
My role covered four areas: building a B2B price sheet (329 SKUs across 9 categories with 4-tier pricing and a Master Price Control sheet); 265-SKU inventory reconciliation comparing internal records against the live website; a Zoho CRM automation stack with 4 WhatsApp journey flows for lead nurturing; and an investor presentation deck for the Reward and Cashback loyalty system.
The UAE food packaging market has specific dynamics — buyers are primarily restaurant chains, cloud kitchens, and food delivery operations concentrated in Dubai and Abu Dhabi free zones. WhatsApp Business is the primary sales channel, not email or web forms. Building Zoho automation flows that trigger on WhatsApp interactions — with 10DLC compliance for the US number — was the core technical challenge of this project.