The Nourishers: Navigating the Challenges of a Digital, Two-Sided Marketplace in Bahrain

by: Kristin Babbie Kelterborn, Amy Gillett

Publication Date: October 19, 2023
Length: 10 pages
Product ID#: 1-514-256

Core Disciplines: Entrepreneurship & Innovation, International Business, Marketing/Sales

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Teaching Note

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Hamad Al Saad’s digital platform business, The Nourishers, was launched in January 2021 in Bahrain. The Nourishers is a digital platform that uses a two-sided marketplace model to connect health and well-being professionals, who Al Saad calls “experts,” with end users seeking their services. Al Saad was previously a police officer who left his job after deciding to pursue his passion as a certified health and well-being coach.

While the platform gained traction over the past two years, with more than 450 experts and 3,000 end users registered, Al Saad experienced significant challenges. These were related to web development, as well as striking a balance between supply and demand of the two-sided marketplace. He also experienced demand from business clients interested in having him lead workshops for employees. Now, in February 2023, he questions whether the platform business is viable and is unsure of his strategy going forward.

Al Saad needs to define the next steps of his business so that he will be well-prepared to make a pitch on Beban, an entrepreneurship reality television show in Bahrain, which could not only lead to funding but also advance awareness of The Nourishers brand.

Teaching Objectives

After reading and discussing the material, students should:

  • Understand the concept of the two-sided marketplace.
  • Understand how network effects impact a digital platform.