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Case Study: How a Saudi Cosmetics Brand went from Home Kitchen to Multi-National

Established in 2015, Diggn’It is a Jeddah-based Arabian Male Grooming online retailer that specializes in beard oils and balms. Their operations have continually evolved as Diggn’It has matured from a home startup with no backend support to managing operations and supply chains across multiple countries and a successful appearance on Shark Tank Arabia.

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About Diggn’It: Established in 2015, Diggn’It is a Jeddah-based Arabian Male Grooming online retailer that specializes in beard oils and balms. Their operations have continually evolved as Diggn’It has matured from a home startup with no backend support to managing operations and supply chains across multiple countries and a successful appearance on Shark Tank Arabia.     

Return On Investment: 

  • Adapted to changing requirements fueled by growth and operational overhaul 
  • Maintained company’s lean model via cloud technology and remote access
  • Integrated nature of software resulted in more efficient use of company resources such as time and energy  
  • Systematic value additions such as prepopulated T&Cs increased operational efficiency and reduced wastage   

Brief Summary:

Started as an experiment at a founder’s house, Diggn’It soon found itself growing in positive demand. This led the founders’ to pursue the company seriously and invest and grow its operational capacity.  

With basic information about raw materials and procurement, Chameleon gave the Diggn’ It team quick and accurate production and cost schedules. This information made it easy to consider margins, set retail prices, track purchases, and manage accounting. The ease of the software allowed Diggn’ It to organize streamlined, scalable business processes while saving invaluable time, energy, resources, and focus.    

The Need:

Ever-evolving operational processes require a flexible, adaptable business software.   

As a growing startup, Diggn’ It needed to formalize its operations. They needed to be recorded, tracked, and analyzed. Furthermore, the data had to be remotely accessible to maintain the company’s lean model and global workforce. 

Essentially, Diggn’ It desired a centralized, integrated backbone that would allow the team to expend their time and resources on growth, customer satisfaction, and an expanding product line.

Chameleon was perfect for a startup like Diggn’It given the software’s mix of features and benefits: 

  • Adaptable

The grooming company’s processes were still being developed and would undergo further change. They required a software that could easily evolve in tow.  

  • Cloud based

Cloud-enabled software would support the startup’s online, remote, and agile nature.  

  • Integrated & Centralized

Decision making becomes easy when you know your position. Storing all the relevant data and information in one repository streamlines the team’s thought process and results in an informed outcome.     

  • Bilingual

As an Arabian company, Diggn’ It’s workforce is comprised of English and Arabic speakers. 

  • Easy to learn 

  Members of different departments would be inputting information. This meant the software had to be easy to use, teach, and learn.       

The Solution & Results:

A versatile business software that empowered Diggn’ It to go from idea to multi-national influencer.

Chameleon provided the digital backbone that allowed Diggn’ It to easily track and analyze the business. Automation and digitization made the transition from home manufacturing to an outsourced supplier easy, effective, and efficient. As a result, the Diggn’ It team was able to focus their efforts on social media and general marketing. Without an integrated accounting and manufacturing system, it would have been difficult to balance inventory levels of supplies and track sales. This became especially crucial in 2018 when Saudi Arabia instituted VAT policies that required auditable receipts, invoices, and purchase orders. 

Chameleon’s value-add was immediate and across the board:

  • Increased accounting operations and reporting was becoming time consuming and prone to errors

As the company grew, so did its accounting and bookkeeping operations. To save time and avoid unnecessary errors, Diggn’It thought it prudent to integrate a software module to handle accounting, financing, and reporting. It needed to be accessible by an external accountant and create organized files and folders to be easily searched, filtered, or sorted through.       

  • Growing, uncoordinated operations threatened the lean model 

Expanding processes were threatening Diggn’ It’s lean model. The Diggn’ It team debated increasing headcount to handle the new operations but this option was undesirable as it was costly, did not ensure a streamlined process, and would deflect focus away from growing the business.   

  • Less time and energy to focus on consumer engagement and marketing

As a social startup, consumer engagement, PR, and marketing are crucial for Diggn’It’s success and growth. The more time spent on backend operation, the less time management could spend creating content, marketing, and advertising. 

  • Difficulty scaling to support growing sales channels

A digital system allowed Diggn’It to serve domestic and foreign distributors and customers quickly and easily. The system handled multiple currencies and tracked the supply chain with ease letting the Diggn’ It team focus on core tasks.  

Conclusion:   

Expanding product offerings, serving more markets and retailers, and achieving the highest level of customer engagement and satisfaction are just some of the many areas Diggn’ It is succeeding at today. Their results demonstrate the importance of a backend system that can scale and adapt to changing business operations. A flexible, integrated ERP system improved productivity, reduced errors, and provided a backend structure that streamlined Diggn’ It’s business processes while staying lean. This allowed the team to concentrate on marketing, social media, sales, customers, and growth.  

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