​​A strategic roadmap to securing a Proof-of-Concept for: yunibuy - the digital purchasing group platform​

EXECUTIVE SUMMARY 

Yunibuy is a digital platform designed to automate the lifecycle of collective buying groups. By bundling regional demand through multi-stage bidding processes, the platform aims to reduce administrative overhead while securing superior purchasing conditions for users. Currently the platform faces the "cold-start-problem" typical of two-sided markets: it requires a critical mass of both buyers and suppliers to generate self-sustaining network effects. This project was initiated to sharpen Yunibuy’s value proposition, identify high-potential market niches, and optimize the user experience (UX) to trigger sustainable engagement. 

Goal 

The primary objective is to provide a data-driven foundation for Yunibuy’s market entry and scaling strategy. This includes: 

(1) Identifying strategic niches with high standardization and recurring demand. 

(2) Developing a focused target group strategy by understanding buyer and supplier decision-making logic. 

(3) Evaluating and optimizing the platform’s UX to reduce entry barriers for first-time users. 

Methodology 

The project utilized a four-stage sequential approach: 

(1) Status quo analysis: Review of internal financial/strategic documents and creation of a SWOT analysis. 

(2) Market & context analysis: Systematic screening of 404 product classes using the common procurement vocabulary (CPV) and a 5-point criteria catalog (standardization, B2C suitability, etc.). 

(3) Target group analysis: Segmentation based on Kotler’s criteria and the development of behavioral Personas. 

(4) UX evaluation: Jakob Nielsen’s "heuristic evaluation" and "cognitive walkthrough" to identify usability friction points. 

Results 

The analysis reveals that yunibuy’s core strength lies in its unique, membership-free platform logic, providing a significant first mover advantage. However, the platform is currently hindered by an overly broad target group and a high organizational burden on the end-user. 

First, the agricultural sector is the most attractive "beachhead market" due to extreme price volatility, high cost-pressure on farmers, and the founder's existing network. 

Second, while technically functional, the platform lacks essential system feedback and consistent navigation. Critical issues include broken invitation links and a lack of clear registration guidance. 

Third, yunibuy must pivot from a passive tool to an active player. This involves yunibuy taking a proactive role in initiating purchasing groups and curating supplier networks rather than relying on users to manage the entire process. 

Cooperation Partner 

• ​​RL Internet Services GmbH 
  Kaltenbach 27 
  3632 Bad Traunstein 
  yunibuy.com​ 

​​Contact Person​ 

• ​​Ing. Roman Ledermüller - roman.ledermueller@yunibuy.com​ 

Student Team 

• ​​​Stefan Bruckermayr, Daniel Klein, Marcel-Florian Sengbeil, Marcel Simma, Paul Spitzer  ​​ 

Project Manager 

• ​​Sandra Jeske 

• ​Diana Lauer​