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Cairo University

Group: A (Accounting and Finance)

DR: Abdelaziz Hashem

TEAM 11
Name ID
Shahd Hani salah Abd Majeed 740054
Shahd Tarek Saeed Refai 740053
Shahd Hossam Somow Mohamed 740051
Aya Ebrahim Saad Ebrahim 740021
Rana Khaled Khalf Allah 740041

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 Table Of Content

Ø Introduction………………………………………………………………………………3

Ø Business Concept ………………………………………………………………………. 3

Ø Vision And Mission……………………………………………………………….….…. 4

Ø Strategic goals……………………………………………………………………………4

Ø SWOT Analysis………………………………………………………………………. 5: 8
• Internal environment
o Special external environment……………………………………………………………...…….6:7
o External factors evaluation matrix (EFEM)……………………………………………….…….7:8
• Internal environment
o Department analysis
(a) Physical Resources ……………………….……………………………………………. 9
(b) Financial Resources…………………………………………………………………. 10:13
(c) Human Resources………………………………………………………………….... 13:14
o Managerial analysis…………………………………………………………………….……. 14:15
o Internal factors evaluation matrix (IFEM)……………………………………………………16:17
Ø Industry Analysis…………………………………………………………...………17: 18

Ø Market Analysis……………………………………………………………………….19

Ø Team Roles …………………………………………………………………………20: 21

Ø Recommended Strategy ………………………………………….…………………….21

Ø Conclusion…………………………………………………………….………………...22

Ø Appendix………………………………………………………….…………………….22

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Introduction
Brand name: Aura

Our project introduces a digital platform that serves as a marketplace for Egypt’s
underrepresented local brands. It focuses on small-scale sellers like thrift shops, handmade
product creators, local fashion designers, and artists. The platform aims to create exposure,
increase sales, and build a supportive community around these unique offerings—filling a gap not
well served by major e-commerce players.

Business Concept

• Main Purpose

The purpose of Aura is to empower local creators and small businesses by

giving them a professional, user-friendly space to market and sell their products.
Unlike larger platforms that prioritize well-known brands, our website will shine
a spotlight on craftsmanship, sustainability, and cultural authenticity.

• Business Idea

Our business idea is to build a powerful online platform dedicated to uplifting and empowering
local Egyptian brands that are often overlooked in the mainstream market. From thrift stores and
handmade fashion to original art and sustainable home goods, we are creating a digital space that
celebrates authenticity, creativity, and cultural identity.

Aura isn’t just an e-commerce website — it’s a movement to give passionate local creators the
visibility, tools, and community they deserve. Many talented individuals and small businesses
struggle to grow because they lack the resources or exposure of big-name brands. We aim to change
that by offering them:

• A professional, curated space to sell their products

• Tools to build their brand identity

• A community-driven platform that connects them with conscious, supportive customers

• Opportunities for growth, learning, and collaboration

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By supporting these creators, we’re not just helping them make sales — we’re helping preserve
culture, promote sustainability, and fuel innovation from the ground up.

Vision & Mission

• Vision Statement

To become Egypt’s leading digital home for creative, local, and sustainable brands that celebrate
culture, craftsmanship, and individuality.

• Mission Statement

Our mission is to empower Egypt’s diverse local creators—including artists, designers, and small
businesses—by providing a dynamic online marketplace that connects them with conscious
consumers. We offer culturally rich products through a platform driven by inclusivity, innovation,
and sustainability. We are committed to community, customer satisfaction, and long-term impact
while honoring the value of our people and the uniqueness of every product.

Strategic goals
Short term objectives (within the first year)
1. Launch the website to the public.
2. Onboard at least 100 local sellers including crafters, thrift stores, local artists,
handmade fashion designers, and homemade product creators.
3. Build a strong presence on social media.
4. Collaborate with 3-5 influencers to promote the platform through social media.
5. Attend local bazaars to onboard high-potential local brands onto the platform.

Long term objectives (within 2-5 years)

1. Expand globally to include other Arab countries.
2. Add features to the website to facilitate sales transactions, such as online
payment and delivery tracking.
3. Continue improving our brands and addressing any shortcomings.
4. Expand our network to include more high-quality local brands.
5. Develop a mobile app to enhance our services.

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SWOT ANALYSIS

Strength
1- Focus on undeserved market:
Target local and undeserved brands that are ignored by large platforms.

2- support sustainability and local creativity:

promote culture uniqueness and encourage eco conscious consumption.
3- products diversity through multiple brands inclusion: by working with very small brands
that’s offer wide variety of unique, handmade and culturally rich products that appeal to different
customers tastes.
4- challenging the ‘’ imported is Better ‘’ mentality: By creating professional, high-quality
platform that shows case local brands, that help to break stereotypes that foreign products are
superior, encouraging trust and pride in Egyptian made goods.

Weakness
1- logistics challenges:
shipping, payment, and inventory management from various sellers can be complex.
2- limited Brands Recognition:
we focus on local brands might not be well known, making it harder to build customer trust in the
beginning.
3- vendors reliability:
some small creators may struggle with consistency in product quality, packaging or order
fulfillment.
4- low initial budget:
could affect marketing, platform development, and scalability.

Opportunities
1- Growth of Egypt’s digital market: E- commerce adoption is expanding rapidly,
especially post- COVID.
2- Rising trends in supporting local and sustainable products: consumer interest in
ethical, local shopping is increasing.

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 3- social media marketing: with the right strategy, platforms like Instagram and TikTok
can drive massive engagement and brand awareness at low cost.
4- lack of specialized platforms: we support all less known brands not only focus in few
brands that’s gives our project a first mover advantage.

Threats
1- competition from large e- commerce platforms: like noon or Jumia
2-seller independence: some consumers prefer using their own social media or direct channels
to avoid commissions fees
3- economic instability: inflation and market fluctuations could impact customer purchasing
power
4-legal and Regulatory hurdles: Government regulation on e- commerce, taxes, or business
licensing could create unexpected obstacles.

Special External Environment Analysis

1- local market dynamics
• Emerging local brands culture:
the demand for unique, locally made and culturally rooted products is rising especially in urban
areas like Cairo and Alexandria
• Youth Driven Economy:
significant portion of Egypt’s population is young, digitally connected, and eager to support
small businesses and ethical consumption.

2- competition
• Gap in major E- commerce:
Platforms like noon Egypt often prioritize mass-produced items, leaving a niche for curated local
products.
• Indirect competition:
Instagram and Facebook shops are currently the main platforms for many small creators but lack
centralized visibility and structured customer experience.

3- consumer behavior
• Prices sensitivity:
Many Egyptian consumers are price-sensitive, so the value proposition must balance uniqueness
and affordability.

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4- Regulatory & policy supports
• Customs & logistics:
if expansion beyond local borders is planned, customs duties and unreliable logistics may be
challenges for small scale producers

5- Socio-Cultural Factors
• Community Engagement:
Building a sense of local pride and belonging through storytelling can strengthen customer
loyalty.

External Factors Evaluation Matrix (EFEM) for Aura

External Factors Weight Rating Weighted
Score
Opportunities:
Growth of Egypt’s digital market: E-commerce adoption 0.18 4 0.72
is expanding rapidly
Rising trends in supporting local and sustainable 0.20 4 0.80
products: Increasing consumer interest in ethical, local
shopping
Social media marketing: Platforms like Instagram and 0.15 3 0.45
TikTok can drive engagement and awareness at low cost
Lack of specialized platforms: First-mover advantage in 0.12 3 0.36
supporting less-known brands
Threats:
Competition from large e-commerce platforms: Threat 0.15 4 0.60
from Noon, Jumia, etc.
Seller independence: Sellers using their own channels to 0.10 2 0.20
avoid fees
Economic instability: Inflation and market fluctuations 0.05 2 0.10
affecting purchasing power
Legal and regulatory hurdles: Potential obstacles from 0.05 2 0.10
government regulations
Total 1.00 3.33

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Explanation:
• Opportunities:
o "Rising trends in supporting local and sustainable products" and "Growth of
Egypt's digital market" are given higher weights (0.20 and 0.18, respectively) as
they represent significant external drivers that Aura can capitalize on.
o "Social media marketing" is also a notable opportunity for cost-effective
promotion.

• Threats:
o "Competition from large e-commerce platforms" is considered a major threat and
is weighted accordingly (0.15).
o The other threats are given lower weights as they are considered less immediate
or direct compared to the competitive threat.

• Weights: Weights are assigned based on the potential impact of each factor on Aura's
success. The total of all weights equals 1.00.

• Ratings:
o Major Opportunity = 4
o Minor Opportunity = 3
o Minor Threat =2
o Major Threat =1
• Weighted Score: Weight multiplied by Rating.
Total Weighted Score: The sum of all weighted scores. A score above 2.5 is generally
considered favorable, indicating that the company is in an attractive industry and can
effectively capitalize on opportunities and minimize threats. In this case, the score is
3.33.

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Department Analysis

1. Physical Resources

These refer to the tangible assets required to launch and operate the online marketplace:

a. Technological Infrastructure

• Website Hosting & Domain: A reliable cloud hosting service (like AWS, Google Cloud,
or local providers) with scalable capacity to accommodate traffic surges, product images,
and data transactions.

• Custom Domain Name: Reflecting the project’s brand identity, memorable, and regionally
relevant.

• Hardware Needs: Computers/laptops with sufficient processing power for development,

design, testing, and operations. Smartphones and tablets for mobile compatibility testing.

• Internet Connection: High-speed and stable internet is crucial for smooth workflow
across development, communication, and customer service.

• Software Tools: Includes:

o Web development tools (e.g., VS Code, GitHub, Figma for design prototyping)

o E-commerce frameworks (e.g., Shopify, WooCommerce, Magento, or custom

coding in MERN stack)

o Communication platforms (Slack, Zoom, Trello for project management)

o Analytical tools (Google Analytics, Hotjar) to monitor user behavior and platform
performance

b. Office/Workspace

• Initially, the team might operate remotely to reduce costs. However, a small shared co-
working space or rented office may be required for collaborative sessions, client meetings,
or onboarding local vendors.

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2. Financial Resources

Financial Projections:

• Break-even point is expected within 12–18 months based on traffic growth, seller
engagement, and product turnover.

• Revenue growth projected at 20-30% per quarter in the first year through aggressive
digital marketing and partnerships.

• A comprehensive financial plan is necessary to ensure

operational sustainability and scalability. The financial
resources required can be broken into startup capital,
operational expenses, and revenue expectations:

a. Startup Capital

• Website Development: Budget for front-end and back-end development, database setup,
testing, and launching (94,000–235,000 EGP) depending on complexity and whether you
hire freelancers or use in-house talent).

• Branding & Design: Logo, visual identity, product photography (23,500–47,000 EGP).

• Marketing & Launch Campaign: Digital marketing (social media ads, SEO, influencer
partnerships) (47,000–141,000 EGP).

• Legal & Registration: Business registration, terms and conditions, privacy policy drafting,
possibly legal consultation (23,500 EGP).

b. Operational Costs

• Monthly Hosting & Maintenance: Includes domain, server space, SSL certificates, and
general upkeep (2,350–9,400 EGP/month).

• Salaries or Stipends: Compensation for core team members (project manager, developers,
marketers, etc.) if the project isn’t fully bootstrapped (141,000–235,000 EGP/month,
shared across part-time or stipend roles).

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 • Customer Support Tools: Costs for chatbots, helpdesk platforms, or outsourced support
services (2,350–4,700 EGP/month).

• Payment Gateways & Transaction Fees: Typically range from 1.5% to 3% per
transaction, deducted from each product sale on the platform.

• Miscellaneous: Includes expenses such as utilities, travel for brand sourcing or pop-up
event attendance, and packaging materials if your platform supports vendor logistics
(4,700–9,400 EGP/month).

c. Revenue Streams

Commission-Based Model: The platform earns by taking a small percentage from each sale,
typically between 5–10%.

Subscription Tiers for Sellers: Sellers can pay for premium membership plans offering features
like homepage placement, advanced analytics, and marketing boosts.

Ads & Promotions: Vendors can purchase featured listing space or promoted banners on the site,
generating direct advertising income.

Affiliate Partnerships: Collaborations with delivery or packaging companies offer mutual profit-
sharing and added services to vendors and customers alike.

Initial Funding Requirements:

a. Startup Capital

Item Purpose Estimated

Cost (EGP)

Website Development Front-end/back-end coding, database, 94,000 –

testing, deployment 235,000 EGP

Branding & Design Logo, brand identity, visual assets, 23,500 –

product photography 47,000 EGP

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 Marketing & Launch SEO, social media ads, influencer 47,000 –
Campaign marketing 141,000 EGP

Legal & Registration Business registration, policies, legal 23,500 EGP

support

Total Startup Cost 188,000 –

446,500 EGP

b. Operational Costs (Monthly)

Item Purpose Estimated Monthly

Cost (EGP)

Hosting & Cloud hosting, domain, site security 2,350 – 9,400 EGP
Maintenance

Team Salaries or Compensation for developers, support, 141,000 – 235,000 EGP

Stipends and marketing (shared)

Customer Support Helpdesk software, chat support tools 2,350 – 4,700 EGP
Tools

Payment Gateway Transaction fees (1.5–3%) Variable based on sales

Fees

Miscellaneous Utilities, packaging, travel for vendor 4,700 – 9,400 EGP

support

Total Monthly Cost ~150,400 – 258,500+

EGP

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c. Revenue Streams

Model Description

Commission-based Model Platform takes 5–10% from each sale

Subscription Tiers for Premium seller plans for added features (analytics,
Sellers homepage visibility)

Ads & Promotions Local vendors pay for featured listings or ads

Affiliate Partnerships With delivery/packaging providers to share profits

3. Human Resources

Our team is composed of enthusiastic individuals with diverse skill sets, all driven by a shared
passion to empower local creators and support sustainable, community-based commerce.

a. Founders/Co-Founders

• Visionary individuals who understand both the market needs and tech requirements.

• Likely to handle strategy, partnerships, and investor relations.

b. Technical Team

• Web Developers: Build and maintain the platform, ensure mobile responsiveness,
optimize performance.

• UI/UX Designer: Ensures the site is attractive and user-friendly for both vendors and
customers.

• Security Specialist: Protects customer data, vendor information, and financial

transactions.

c. Marketing & Community Team

• Social Media Manager: Builds brand presence, manages campaigns, and engages
audiences on Instagram, Facebook, TikTok, etc.
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 • Content Creator: Writes blogs, product
descriptions, vendor stories to promote culture
and sustainability.

• SEO Specialist: Optimizes product and blog

pages for better search engine rankings.

d. Vendor Relations Manager

• Onboards new local brands, supports them in

listing products, provides training and assistance.

• Builds long-term relationships with artisans, thrift store owners, and designers.

e. Customer Support

• Responds to buyer inquiries, handles complaints, ensures smooth after-sales experience.

f. Operations & Logistics Coordinator

• Oversees order fulfillment process (even if outsourced), return handling, and integration
with delivery partners.

Managerial Analysis
Aura’s management team is built to ensure strong, clear responsibilities, and strategic growth.
The main executive roles and their duties are as follows:

Chief Executive Officer (CEO)

• The CEO acts as the visionary leader of Aura, responsible for setting the overall direction,
mission, and long-term goals of the company.

• Key Responsibilities:

o Overseeing all business leadership operations and ensuring alignment with Aura’s
mission to empower local brands.

o Making major corporate decisions, building partnerships, and managing relations with
investors and stakeholders.

o Leading the strategic planning process to grow the platform both nationally and
regionally.

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Chief Operating Officer (COO)
• The COO manages the day-to-day operations of the platform, ensuring that all departments
(technology, vendor management, customer service) operate efficiently.

• Key Responsibilities:

o Supervising daily business operations.

o Managing vendor relations, logistics, and order fulfillment processes.

o Implementing operational systems to enhance productivity and customer satisfaction.

Chief Marketing Officer (CMO)

• The CMO is responsible for all branding, marketing strategies, and customer acquisition efforts.

• Key Responsibilities:

o Building Aura’s brand identity as the premier platform for local, sustainable products.

o Planning and executing digital marketing campaigns, influencer collaborations, and

social media promotions.

o Leading customer engagement, loyalty programs, and community-building initiatives.

Chief Technology Officer (CTO)

• The CTO oversees the technological infrastructure of the platform, including website
development, security, and scalability.

• Key Responsibilities:

o Ensuring the platform’s performance, mobile compatibility, and cybersecurity.

o Leading the technical team to innovate user experience, including features like online
payments, vendor dashboards, and customer tracking systems.

o Monitoring technology trends to keep Aura competitive.

Chief Financial Officer (CFO)

• The CFO manages the financial health of the project, including budgeting, cash flow, and
profitability.

• Key Responsibilities:

o Handling financial planning, record keeping, and financial reporting.

o Managing fundraising efforts and investor relations.

o Ensuring compliance with taxation and e-commerce regulations.

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Internal Factors Evaluation Matrix (IFEM) for Aura
Internal Factors Weight Rating Weighted
Score
Strengths:
Focus on underserved market: Target local brands 0.15 4 0.60
ignored by large platforms
Support sustainability and local creativity: Promote 0.10 3 0.30
culture, uniqueness, and eco-conscious consumption
Product diversity through multiple brand inclusion 0.12 4 0.48
Challenging the "imported is better" mentality: Build 0.08 3 0.24
trust and pride in Egyptian-made goods
Weaknesses:
Logistics challenges: Shipping, payment, and inventory 0.10 2 0.20
complexity
Limited brand recognition: Difficulty building initial 0.15 1 0.15
customer trust
Vendors' reliability: Inconsistency in quality, packaging, 0.10 2 0.20
and fulfillment
Low initial budget: Potential impact on marketing, 0.20 1 0.20
development, and scalability
Total 1.00 2.37
Explanation:

• Strengths:
o The focus on the underserved market and product diversity are significant
strengths, hence the higher weights and ratings.
o Supporting sustainability and challenging the "imported is better" mentality are
also positive but slightly less impactful in the short term.

• Weaknesses:
o Low initial budget and limited brand recognition are critical weaknesses that
could hinder growth; thus they are given higher weights.
o Logistics and vendor reliability are also important but may be mitigated with
proper management.

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 • Weights: Assigned based on the relative importance of the factor to the company's
success. The total of all weights equals 1.00.
• Ratings:
o Major Strength = 4
o Minor Strength = 3
o Minor Weakness = 2
o Major Weakness = 1
• Weighted Score: Weight multiplied by Rating.
• Total Weighted Score: The sum of all weighted scores. A score above 2.5 is generally
considered favorable, indicating that the company's internal strengths outweigh its
weaknesses. In this case, the score is 2.37.

Industry Analysis
1. Customer Segments
Our platform targets two primary customer segments:
o Sellers: The platform targets small-scale, including craft brands, local artists, thrift store
owners, handmade fashion designers, and homemade product creators. These individuals
and businesses typically lack the resources for professional online sales platforms and need
enhanced exposure, marketing support, and reliable systems to reach a wider customer
base.

Key Needs of Sellers: Reaching a larger and more targeted customer base. Tools and features to
promote their products effectively. An easy-to-use and visually appealing platform to showcase
their brand and products. Reliable Transaction System
o Buyers: Primarily young people (18-35) from middle-income segments who are looking
for unique, affordable, and meaningful products. This group includes sustainability-
conscious consumers, supporters of local businesses, and people interested in handmade or
culturally inspired items.

Key Needs of Buyers

Buyers need an easy way to discover unique products, they want a variety of items from local
creators at affordable prices, with assurance of quality and authenticity. A convenient shopping
experience with secure payments and reliable delivery, along with opportunities for engagement
with sellers and a sense of trust and security on the platform.

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2. Market Trends
Key market trends in Egypt strongly support our platform: There is a growing interest in Egypt in
supporting local businesses and sustainable products. Consumers are becoming more aware of the
environmental and social impact of their purchases. Social media has also helped small creators
gain visibility, and there is an increasing demand for one-of-a-kind and handmade

3. Competitor Analysis
o Direct Competitors
Some local platforms already offer handmade or thrift
products, such as: Jumia Local and Noon Egypt
Strengths: Existing user base, brand recognition for larger
platforms, established logistics.
Weaknesses: Lack of dedicated support for young and unique
creators. Limited marketing assistance to individual vendors.
Inconsistent user experiences.

o Indirect Competitors
These are alternative ways for sellers to reach buyers and for buyers to find these types of
products: social media Sellers with Individual Accounts (Instagram, Facebook): While
offering direct connection, they lack professional infrastructure, trust mechanisms, and
scalability. Pop-up Events and Local Markets: Provide a physical space for interaction but
have limited reach and frequency. Cultural Bazaars Such as The Greek Campus and Startup
Market events Offer a curated selection of local goods but are temporary and geographically
limited.
Strengths: Direct interaction between buyers and sellers, fostering a sense of community (for
physical events), lower barriers to entry for sellers (social media).
Weaknesses: Limited reach, logistical challenges, lack of payment security and buyer protection
(social media), limited frequency and accessibility (physical events), lack of a persistent online
presence.

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Market Analysis “PESTEL Analysis”
Political

Tax policy: As part of the state's efforts to support small and medium enterprises (SMEs),
Law No. 6 of 2025 has been enacted, introducing a set of tax incentives and facilitations for
projects with an annual turnover not exceeding 20 million EGP. This law aims to encourage
startups and medium-sized businesses to integrate into the formal economy and benefit from a
simplified tax system.

Government policy: Egypt Vision 2030, launched in 2016,

focuses on achieving sustainable development across economic,
social, and environmental dimensions. It emphasizes fostering
economic growth, supporting small and medium-sized enterprises,
and promoting digital transformation. The government prioritizes
innovation, empowering local talent, and integrating small
businesses into the digital economy. This aligns with the objectives of creating a platform that
supports local brands, and small creators, contributing to economic growth, promoting
sustainability, and encouraging digitalization in line with Egypt's long-term development goals.

Economic: This project has the potential to contribute to economic growth by supporting local
brands. By creating a digital platform. It can help these businesses expand their market reach,
increase sales, and generate new job opportunities.

Social: This platform also helps bring local creators and artisans closer to their customers. By
featuring handmade and locally made products, it encourages people to buy from local businesses
strengthening community ties. Additionally, it gives opportunities to groups like women and
young people, allowing them to share their work.

Technological: The platform leverages digital technology to support local businesses by

providing them with an online space to promote and sell their products, makes them a part of
digital economy, using online tools for marketing, and payment, this makes it easier for local
brands to grow and reach more audience across the country.

Environmental: Buying local products instead of imported ones helps reduce carbon
footprints, as these products don’t require long-distance transportation, and many of local
brands use eco-friendly materials and packaging which support better environment practices.

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👥 Team Roles

(Reference detailed CVs in the appendix)

1. Project Manager

o Background: Experienced in project coordination and business strategy.

o Role: Oversees project development, timeline, and resource management. Acts as

the liaison between teams and stakeholders.

o Skills: Strategic thinking, communication, team leadership, budgeting.

2. Lead Developer

o Background: BSc in Computer Science, previous experience with e-commerce

platforms.

o Role: Building and maintaining the platform's core features.

o Skills: Full-stack development, REST APIs, database management, security.

3. UI/UX Designer

o Background: Design school graduate with a focus on accessibility and mobile-first

design.

o Role: Designs user journey maps, wireframes, and final UI assets.

o Skills: Figma, Adobe XD, responsiveness, A/B testing.

4. Marketing Lead

o Background: Marketing graduate with a specialty in digital growth.

o Role: Planning launch strategy, managing content and ads.

o Skills: Content marketing, social media ads, influencer management.

5. Vendor Relationship Officer

o Background: Fluent in Arabic and English, passionate about local crafts.

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 o Role: Recruits and supports local businesses in joining the platform.

o Skills: Negotiation, onboarding, CRM tools.

6. Finance & Admin

o Background: Economics or finance graduate.

o Role: Manages cash flow, budgeting, and payments.

o Skills: Excel, accounting software, financial reporting.

Recommend Strategy
1- Focused Brand positioning on local and unique identity
Justification: our strength lies in gathering diverse brands with different products. Position the
platform as a destination for authentic Egyptian made creativity. This helps differentiate us from
large, generic platforms like Jumia or Amazon.

2-social media and influencers marketing

Justification: The external environment in Egypt is highly influenced by digital media, micro
influencers can be powerful allies to promote our platforms.

3- customers loyalty and Referral programs

Justification: encourage repeat customers and word of mouth growth through rewards programs,
discounts for referral and points system. It enhances internal customer retention and lower
external acquisition costs.

4- community driven branding

Justification: Our project values culture creativity and community connection. Building brand
identity around community support, culture preservation and sustainability. Appeal to the
emotions and values of our target market.

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Conclusion: Aura isn’t just an idea ® it’s the beginning of movement. This future digital
marketplace aims to empower local creators, promote sustainability and reshape how Egyptians
discover and support local brands. While challenges like budget and logistics exist, the rising
demand for ethical shopping and the power of social media create a strong opportunity for
success. With the right strategy, Aura can evolve from a startup into an influential platform that
builds community, preserves culture, and creates meaningful change.

Appendices
Appendix A® List of Featured Local Brands in Egypt.

MYNE® Clothing (Brand) ®

PALMA® Clothing (Brand)®

Saskia® Beauty care products®

joviality® Skin care products®

Al-Salah Food® Food Industries®

el dawleya furniture® furniture Industries®

Appendix B Business Overview and Strategic Foundations

Key objectives: Supporting these creators with a professional online presence, expanding
their reach, facilitating sales, fostering a supportive community, and filling a gap in the current e-
commerce landscape.
Value proposition: Aura offers sellers a platform designed specifically to showcase unique
products and reach a target audience, while working to provide buyers with access to local and
sustainable discoveries.

Resources: The launch will require a strong technological infrastructure and may initially
operate remotely before it needs a physical workspace for collaboration and interaction with
vendors.
Financial outlook: Our project aims to reach the breakeven point within 12-18 months,
driven by traffic, seller engagement and product sales.

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