Flowers & Gifts, delivered with love.
Tohfa is a gifting delivery platform — initially starting with flower bouquets — built specifically for Saudi Arabia. It combines a curated multi-collection catalog, transparent GPS-based distance delivery pricing, same-day Riyadh fulfillment with 2-hour Express, and a mobile checkout — four pieces no Saudi flower brand has put together. This site presents the business; for ordering, the Tohfa mobile app is live in pilot at tohfa-app.yawerhameedi.com.
- SAR 2.16B
- Saudi flower market, 2025 (IMARC)
- 8.6M
- Riyadh population — pilot market (GASTAT)
- 2027
- Riyadh pilot launch — Phase 1
A Saudi-native flower platform built around four pillars.
Not the first flower seller in the Kingdom — the first one built right. The combination below is the Tohfa difference.
GPS distance-based delivery pricing
First in KSA flowers — transparent, fair, algorithmic.
Mobile-first, Arabic-native app
Built for the Saudi thumb — phone-based auth, under-90s checkout.
Same-day + 2-hour Express
Central Riyadh pilot — the fastest flower delivery in the Kingdom.
Vision 2030 aligned
SME empowerment · Digital economy · Tourism & quality of life.
For ordering: the Tohfa mobile app launches with the Riyadh pilot. This website presents the business, not the product catalog.
The problem
A SAR 2.16B Saudi market with no modern flower brand.
Saudis give flowers for Eid, Ramadan iftars, weddings, anniversaries, graduations, new babies, and apologies — yet the actual experience of ordering a beautiful bouquet is fragmented, slow, and impersonal. The market is large, the willingness to pay for quality is high, and the mobile infrastructure is in place. What is missing is a category-defining flower brand built specifically for the Kingdom. Tohfa is built to close that gap — first as a pilot in Riyadh, then expanding across the Kingdom.
No curated, design-led flower brand
Most flower purchases in Saudi Arabia still happen at supermarket fridges or roadside stalls — limited variety, no design, no personalization. There is no nationally-recognized, design-led flower brand for the moments that actually matter to Saudi customers.
No reliable same-day flower delivery
When Saudis need flowers today — an apology, a birthday, an iftar invitation — they resort to WhatsApp florists with no tracking, no transparent timing, and inconsistent quality. Trusted same-day delivery does not exist at scale for flowers in the Kingdom.
Opaque, flat delivery pricing
Existing florists charge flat delivery fees regardless of distance, which feels unfair to nearby customers and unsustainable for far ones. No Saudi flower service prices delivery transparently by actual distance — a clear opportunity for a category-defining innovation.
No mobile-first flower ordering
Saudi consumers live on their phones — yet ordering flowers still means phone calls, Instagram DMs, or desktop websites. There is no modern mobile app built specifically for the Saudi flower-buying experience, despite clear demand and mobile-first behavior.
The solution
A modern flower platform — built for Riyadh, pilot coming.
Tohfa is a vertically-integrated flower platform combining a curated multi-collection catalog, GPS-based distance delivery pricing, same-day Riyadh fulfillment with 2-hour Express in Central Riyadh, and a mobile-first Arabic-aware checkout — the four pieces no Saudi flower brand has put together. The result is a gifting experience that finally feels as modern as the customers it serves.
Mobile-first flower platform — pilot ready
A native-feeling mobile experience built first for the phone. Customers browse curated bouquet collections, add a personalized note, choose a delivery slot, and pay with Mada, Apple Pay, or card. The Tohfa app is built and ready to launch — checkout in under 90 seconds.
GPS distance-based delivery pricing
Customers tap 'Use my location' — the app calculates the distance from the fulfillment hub using the Haversine formula, picks the right delivery zone automatically, and shows a live visual map. No more opaque flat fees. Transparent, fair, and instant.
Transparent fee structure
Three clear zones — under 15 km is SAR 20, 15–30 km is SAR 25, and over 30 km is SAR 35. Orders above SAR 200 unlock free delivery automatically. Customers see the calculation, not a black box — a meaningful trust differentiator.
Curated, design-led catalog
A curated catalog of hand-tied bouquet designs — classic roses, premium arrangements, and seasonal lines. Each hand-tied by Riyadh-based florists using fresh-cut stems, photographed honestly, and priced transparently. New collections drop every season.
Same-day Riyadh delivery + 2-hour Express
Cut, arranged, and delivered same-day across Riyadh. Central Riyadh (Zone 1) will be eligible for 2-hour Express — the fastest flower delivery in the Kingdom. Live order tracking, real-time courier updates, and a beautiful delivery confirmation page. The hub's exact location stays hidden.
Personalization built in
Add a handwritten Arabic note, choose a vase upgrade, schedule for a future date and time slot, or send to a recipient with a surprise reveal. Every order is built around the Saudi gifting moment it serves — Eid, Ramadan, weddings, apologies, congratulations.
GPS distance pricing — the first in KSA flowers. Riyadh pilot coming.
Customers grant location access once. The platform computes the precise distance from the fulfillment hub using the Haversine formula, auto-selects the right zone, and renders a live SVG map showing the hub-to-customer route with an animated delivery truck. The hub's exact coordinates stay hidden — customers see only their distance and the fair, transparent fee.
Orders above SAR 200 hide the entire map and zone selector — free delivery is unlocked, the UI celebrates, and the customer pays nothing for shipping. This single feature is designed to be a category-defining trust signal.
Distance
18.4 km
Zone
Zone 2
Fee
SAR 25
Why tohfa.sa
Not the first flower seller in Saudi Arabia — the first one built right.
Flower sellers exist in the Kingdom. We are not pretending otherwise. What does not exist — until Tohfa launches — is a single flower platform that combines transparent GPS-based delivery pricing, a mobile-first Arabic-native checkout, same-day Riyadh fulfillment with 2-hour Express, a built-in loyalty program, phone-based auth, real-time order tracking, a design-led catalog honestly photographed, structured B2B corporate supply, and measurable Vision 2030 commitments — all in one Saudi-built product. That combination is the Tohfa difference.
The differentiators below are not features bolted onto a template — they are the product. Each one closes a specific gap left open by every existing Saudi flower seller today.
GPS distance-based delivery pricing
First in KSA flowers. Riyadh pilot coming.
Customers tap 'Use my location' once — the app calculates the exact distance from the Riyadh fulfillment hub using the Haversine formula, auto-selects the right delivery zone, and renders a live map. No opaque flat fees, no negotiation, no surprises. Competitors charge the same SAR 30 flat fee whether the customer is 2 km or 40 km away — Tohfa charges by actual distance, fairly and transparently.
Mobile-first, Arabic-native checkout
Built for the phone, not retrofitted.
Saudi consumers live on their phones — yet existing flower sellers still operate through Instagram DMs, WhatsApp orders, and desktop websites that feel like 2014. Tohfa is built mobile-first with native Arabic typography, RTL layout, Mada and Apple Pay at the top of the payment sheet, and an under-90-second checkout. The entire experience is designed for the Saudi thumb, in the Saudi language, on the Saudi device.
Same-day Riyadh fulfillment + 2-hour Express
Central Riyadh gets flowers in 2 hours.
Other Riyadh florists fulfil same-day through ad-hoc WhatsApp couriers with no tracking and no accountability. Tohfa will run a single Riyadh fulfillment hub with branded couriers, live order tracking, real-time status updates, and a beautiful delivery confirmation page. Central Riyadh (Zone 1) will be eligible for 2-hour Express — the fastest flower delivery in the Kingdom. The hub's exact coordinates stay hidden — customers see only their distance and fair fee.
Transparent fee structure — no black box
Three zones. One rule. Free over SAR 200.
Under 15 km is SAR 20, 15–30 km is SAR 25, over 30 km is SAR 35 — and orders above SAR 200 unlock free delivery automatically with a celebratory UI. Customers see the calculation rendered on a live map; nothing is hidden. This single feature is designed to be a category-defining trust signal in a market where delivery pricing has always been opaque.
Loyalty rewards on every order
1 pt per SAR 1 · 100 pts = SAR 10.
Tohfa's loyalty program is built into the app from day one of the pilot — customers earn 1 point for every SAR 1 spent, and every 100 points unlock a SAR 10 reward redeemable at checkout. No tiered lock-in, no expiring points, no fine print. Existing Saudi flower sellers offer no loyalty mechanism at all — every order starts from zero. The Tohfa loyalty program turns one-time gifting occasions into a recurring relationship.
Phone-based auth — no passwords, no friction
Saudi mobile verification, that's it.
Every other Saudi e-commerce app forces account creation with email + password + OTP + CAPTCHA — friction that kills conversion at the most critical moment. Tohfa authenticates with a single Saudi mobile number (STC, Mobily, Zain) and a one-tap verification. No password to remember, no email required, no friction. Account creation takes under 15 seconds — purpose-built for the Saudi market where phone-first identity is the norm.
Real-time order tracking with Tohfa IDs
Every order has a trackable TH-XXXXXXX ID.
Existing Riyadh florists send a WhatsApp message and hope for the best. Tohfa issues every order a unique tracking ID (e.g. TH-MRGNAE27), visible in the Orders tab of the app, with live status updates from preparation through courier dispatch to delivery confirmation. Customers never have to message the florist to ask 'where are my flowers?' — the answer is always in the app, in real time.
Saudi cultural fluency, built in from day one
Eid, Ramadan, Saudi weddings — not bolted on.
International flower apps treat Saudi holidays as afterthoughts — a last-minute banner. Tohfa designs seasonal collections around the Saudi gifting calendar from the start: Eid al-Fitr and Eid al-Adha lines, Ramadan iftar gifting, Saudi wedding season, graduation season, and the apology bouquet every Saudi has needed at least once. Every collection is photographed honestly, priced transparently, and hand-tied in Riyadh.
B2B corporate subscriptions
Hotel lobbies, conference venues, event planners.
Riyadh hosts LEAP, Riyadh Season, the Saudi Games, and year-round corporate conferences — every venue needs recurring floral supply. Tohfa offers B2B corporate subscriptions: weekly lobby arrangements, event-day bulk delivery, conference speaker gifts, and hospitality partner programs. This is a revenue layer no consumer-only flower app in KSA has structured, and it leans directly on Riyadh's position as the events capital.
Vision 2030 commitments — measurable, not marketing
40% Saudi-greenhouse inventory by Year 2.
We commit to reserving 40% of inventory slots for Saudi greenhouses by Year 2, hiring 100% Saudi customer-ops staff in Year 1, prioritizing Vision 2030 mega-project hospitality partnerships from day one, and publishing quarterly KPI reports to the incubator on SME share, cashless transaction share, and Saudi employment. These are not aspirational slogans — they are contractual commitments tied to incubation milestones.
Design-led catalog, honestly photographed
What you see is what arrives.
Most Saudi flower listings use stock images that bear no resemblance to the bouquet actually delivered — a trust failure that erodes repeat purchase. Every Tohfa bouquet is photographed in-house, in the same lighting, by the same hand-tied florist who will assemble the order. Honest photography, honest pricing, honest delivery — the foundation of a flower brand worth recommending.
What existing Saudi flower sellers do — and what tohfa.sa does instead.
The table below is intentionally direct. We respect the florists already operating in the Kingdom — many of them will become our supply partners. But the gaps below are real, and they are the reason tohfa.sa exists.
| Dimension | Existing Saudi sellers | tohfa.sa |
|---|---|---|
Delivery pricing | Flat SAR 25–35 fee, distance-blind | GPS-calculated, distance-transparent, free over SAR 200 |
Ordering channel | Instagram DMs, WhatsApp, desktop site | Mobile-first Arabic-native app, under 90s checkout |
Same-day tracking | Ad-hoc courier, no live tracking | Branded courier, live status, confirmation page |
Product photography | Stock images, mismatched delivery | In-house photography, what-you-see-is-what-arrives |
Saudi cultural calendar | Generic holiday banners | Eid, Ramadan, Saudi wedding collections designed in |
B2B corporate supply | Ad-hoc, quote-by-quote | Structured subscriptions for hotels, venues, events |
Vision 2030 commitments | None — informal supplier relationships | 40% Saudi-greenhouse Y2, 100% Saudi ops Y1, quarterly KPI reporting |
The combination — not any single row — is the tohfa.sa moat. Each item is replicable in isolation; the integrated Saudi-native product is not.
Product showcase · Live pilot
The Tohfa app — built, tested, and ready to launch.
The full mobile-first customer experience is live in pilot — curated catalog, phone-based auth, GPS-aware cart, loyalty program, and order tracking. Three screens from the deployed app below. The app is the commercial storefront; this website is the business information site.
Live at tohfa-app.yawerhameedi.comHome
Hero banner, category filters, and featured designs — all pilot bouquets live with discounts, ratings, and reviews.
Product
Full bouquet photography, pricing, quantity selector, related recommendations, and one-tap add-to-cart or buy-now.
Cart
Slide-out cart with quantity controls, remove, running total, and a prominent sign-in-to-checkout CTA. GPS pricing applies at next step.
Admin panel · Operations dashboard
A secured admin panel for end-to-end operations.
The Tohfa admin panel gives the operations team full control over the catalog, orders, customers, delivery zones, and Vision 2030 KPI reporting — accessed via credential authentication at /apanel, fully separated from the customer storefront. A dedicated health dashboard at /health provides real-time visibility into database, API, orders, revenue, and system performance.
Operations dashboard
Overview screen with navigation to Products, Orders, Customers, Promo Codes, and Loyalty management. Catalog management for 28 bouquet designs with product, category, price, rating, status, stock, and edit/delete actions.
Full capabilities
System health dashboard
Real-time monitoring with database, API, orders, revenue, categories, and system information panels.
28
Products
2
Orders
1
Customers
SAR 160
Revenue
Product vision
Six curated collections. One defensible flower brand.
The Tohfa product strategy is built around six interlocking collections, each serving a distinct customer moment and revenue profile. Together they cover everyday gifting, premium occasions, recurring B2B demand, and the seasonal Saudi cultural calendar — creating a catalog that compounds across the year.
Classic Bouquets
Delivered with Love
Hand-tied everyday flowers — spontaneous gestures, quick gifting, and accessible price points. Single-variety roses, mixed seasonal stems, compact sizes for desks and hospital visits.
Premium Arrangements
Hero AOV brand
Larger statement designs for anniversaries, Eid, apologies, and major milestones. Multi-variety designer arrangements with premium stems and limited-edition seasonal lines. Higher AOV, brand-defining photography.
Vase Arrangements
Repeat-purchase SKU
Ready-to-display vase designs — no arranging needed, just unwrap and gift. Higher perceived value, repeat-purchase friendly. Welcome-home, new-baby, and get-well designs in glass and ceramic vases.
Seasonal & Occasion Lines
Q4 + Eid peaks
Curated drops timed to the Saudi cultural calendar — the demand spikes no Saudi florist currently plans around. Eid Al-Fitr and Eid Al-Adha signature collections, Ramadan iftar arrangements, wedding season, graduation, National Day.
Corporate & Events (B2B)
Recurring contracts – Q4 2027
Recurring flower contracts for hotels, banks, NEOM-partner offices, and wedding/event planners. Weekly lobby arrangements, event bulk orders, Vision 2030 mega-project hospitality partnerships. High-margin, predictable.
Weekly Fresh Subscription
Launching Phase 2
Coming in phase two — a weekly fresh-flowers subscription for homes and offices. Recurring revenue, predictable demand, optimized stem purchasing. Home and office tiers in small, medium, and large formats.
Market opportunity
A SAR 2.16B Saudi market — and a Riyadh-first launch.
The market data below is structured in two tiers: the Saudi Arabian flower market at the national level, and a detailed view of the Riyadh region — tohfa.sa's launch market. Sources are cited inline throughout.
Saudi Arabia flower market
— numbers onlySAR 2.16B
2025
SAR 3.37B
by 2034
5.04%
CAGR
114.2%
import growth 2023–24
Sources: IMARC Group, Saudi Arabia Flower Market Report, 2025; 6Wresearch, Saudi Arabia Cut Flowers Market, 2025.
Riyadh region — launch market
— detailed8.6 million
Riyadh population (2022 census)
Largest city in Saudi Arabia; ~25% of national population. Source: DataSaudi / GASTAT.
SAR 54.8B
Saudi entertainment & events market, 2026
Riyadh is the events capital — hosting Riyadh Season, concerts, conferences. 12.8% CAGR. Source: Custom Market Insights, 2026.
SAR 14.7B
Saudi event management market by 2031
Up from SAR 9.71B in 2025. Riyadh captures the majority of enterprise event spend. Source: Mordor Intelligence, 2026.
SAR 1.41T
Saudi consumer retail spend, 2024
Riyadh accounts for the largest share of national retail spend. Source: Knight Frank Saudi Report 2025.
Why Riyadh is the launch market
Population concentration
8.6M residents in Riyadh province — the densest consumer base in the Kingdom, enabling efficient same-day delivery routing.
Events capital
Hosts Riyadh Season (15M+ visitors in 2024), LEAP, the Saudi Games, and year-round weddings — every event is a flower-purchase moment.
Premium consumer base
Highest concentration of high-income households, expatriates, and corporate headquarters in the Kingdom — driving premium AOV and B2B demand.
Logistics readiness
Mature same-day courier infrastructure, dense road network, and compact delivery zones make GPS-based distance pricing viable from day one.
Riyadh addressable market — bottom-up
| Slice | Value |
|---|---|
Riyadh share of KSA flower market Population share proxy | ~35% |
Riyadh addressable flower market 2025 35% of SAR 2.16B (IMARC) | ~SAR 758M |
Riyadh addressable flower market 2034 35% of SAR 3.37B (IMARC) | ~SAR 1.18B |
Year-1 tohfa.sa target capture SAR 3.5M GMV / SAR 758M | 0.5% |
A 0.5% capture of Riyadh's SAR 758M addressable flower market in Year 1 delivers the SAR 3.5M GMV target — a conservative, defensible entry point.
Riyadh delivery zones & population density
Stylized representation — darker dots = denser population
Built to advance three Vision 2030 pillars.
tohfa.sa is not a foreign template adapted for the Kingdom — it is designed from the ground up to amplify Saudi Arabia's Vision 2030 agenda. Every product, partnership, and platform decision is measured against its contribution to SME empowerment, the digital economy, and quality-of-life through tourism and events.
We are actively seeking incubation support to formally participate in Monsha'at SME programs and align our roadmap with national digital-transformation KPIs tracked by MCIT and the Saudi Central Bank's cashless-society initiative.
SME empowerment
Pillar 1tohfa.sa partners with Riyadh-based florists and suppliers, giving them a national mobile storefront — directly advancing Vision 2030's goal of growing SME contribution to 35% of GDP. The platform onboards multiple Saudi artisan suppliers under fair-margin terms, with Vision 2030 SME storytelling integrated into every product page. We commit to reserving 40% of inventory slots for Saudi greenhouses by year two, hiring 100% Saudi customer-ops staff in year one, and quarterly KPI reporting to the incubator.
Digital economy growth
Pillar 2Mobile-first, Arabic-aware, and cashless from day one — accelerating the Vision 2030 target of 70% digital transactions by 2030. Every order flows through Mada, Apple Pay, or card. The GPS-based distance pricing is itself a digital-economy innovation: a transparent, algorithmically-fair model no Saudi florist offers today. We commit to quarterly MCIT-aligned KPI reporting on cashless transaction share, mobile-first adoption, and digital engagement metrics.
Tourism & quality of life
Pillar 3As Vision 2030 mega-projects (NEOM, Red Sea, Diriyah) attract millions of visitors, tohfa.sa provides the flower-gifting experience tourists and event organizers expect — improving quality of life for residents and visitors alike. The B2B corporate collection serves hotel lobbies, conference venues, and event planners. Seasonal Saudi cultural collections double as authentic cultural exports for pilgrims, business delegates, and tourists. We commit to prioritizing Vision 2030 mega-project hospitality partnerships from day one.
Business model
Four revenue streams. One defensible flower brand.
Tohfa is structured as a vertically-integrated flower company. D2C bouquet sales through the Tohfa app establish the brand, distance-based delivery fees cover logistics, B2B corporate contracts anchor predictable revenue, and a weekly subscription layer (phase two) locks in repeat demand. The mix is designed to compound.
D2C bouquet sales
A curated catalog of hand-tied bouquet designs sold direct through the Tohfa mobile app, expanding seasonally. Margin sourced from wholesale stem purchases and Riyadh-based florist labor. Primary revenue driver — every order flows through Mada, Apple Pay, or card.
Distance-based delivery fees
Three transparent delivery zones priced by GPS distance from the Riyadh hub. Orders over SAR 200 ship free. Zone 1 (Central Riyadh) will also offer 2-hour Express. Fees cover courier cost; the margin comes from efficient routing and same-day batching across Riyadh.
B2B corporate & events
Recurring flower contracts for hotels, banks, NEOM-partner offices, and wedding/event planners. High-margin, predictable revenue, and anchors brand credibility with the Vision 2030 mega-project ecosystem.
Weekly fresh subscription
Coming in phase two — a weekly fresh-flowers subscription for homes and offices. Locks in repeat revenue, smooths demand forecasting, and gives florists predictable weekly volume to optimize stem purchasing.
Unit economics — Year 1 target
Calibrated against live pilot pricing (SAR 165–290) and Riyadh delivery zones (SAR 20/25/35).
Average order value
SAR 210
Pilot catalog pricing (SAR 165–290)
Bouquet gross margin
48%
After stems & labor (industry benchmark: 40–55%)
Delivery contribution
SAR 8 / order
After courier cost, supported by 1.12B Mada txns in 2024
CAC payback
3.4 months
Year-1 target, leveraging 74.7% KSA e-commerce penetration
Go-to-market roadmap
Phase 1 — Riyadh pilot (launching)
Tohfa app launches first in Central Riyadh (Zone 1). 11-bouquet catalog live, Mada/Apple Pay/card checkout operational, loyalty program active, phone-based auth, real-time order tracking. Target 1,500 paid orders and 4.5+ NPS in the first 60 days of pilot.
Phase 2 — Greater Riyadh + B2B
Expand delivery to Zones 2 and 3 with full same-day coverage. Sign first 5 enterprise corporate contracts targeting NEOM-partner offices, hotels, and Saudi banks. Launch weekly fresh-flower subscription tier.
Phase 3 — National + GCC (gated)
Subject to Riyadh pilot KPIs being met, open Jeddah and Dammam hubs with local florist partnerships. Reach 50+ bouquet designs. Complete UAE regulatory research and prepare cross-border delivery playbook for GCC expansion.
Projections & breakeven
3-year projections — Riyadh-first, gated expansion.
Illustrative targets tied to the roadmap: Riyadh pilot (Y1) → Riyadh deep-scale + B2B (Y2) → Riyadh maturity + city-2 prep (Y3). All figures are pre-revenue estimates pending incubator validation.
Gross margin
48%
CAC payback
3.4 months
Avg order value
SAR 210
Repeat purchase
42% (90d)
| Metric | Year 1 · Riyadh Pilot | Year 2 · Riyadh Scale | Year 3 · Maturity |
|---|---|---|---|
| GMV / Gross Revenue | SAR 3.5M | SAR 12M | SAR 24M |
| Paying customers | 12,000+ | 30,000+ | 55,000+ |
| Startup costs | SAR 1.2M (seed) | — | — |
| Ongoing operating costs | SAR 2.4M | SAR 6.5M | SAR 11M |
| Net position | (SAR 0.1M) | SAR 1.8M | SAR 5.5M |
Source: Tohfa pilot economics, 2025. Year 2 milestone includes Riyadh-scale GMV, gross margin, CAC payback, and average order value targets. 0.5% capture of SAR 758M Riyadh SAM delivers the SAR 3.5M Year-1 GMV target — scaling to SAR 24M by Year 3.
User benefits
What's in it for the Saudi gifting customer.
The Tohfa experience turns a stressful, opaque errand into a fast, trustworthy, personal gifting moment — five pain points replaced by five concrete benefits.
Before — today
Slow, opaque, impersonal
- Calls, DMs, and WhatsApp back-and-forth just to place an order
- No idea what fee you'll be charged for delivery until asked
- "Where are my flowers?" — no tracking, no updates
- Stock photos that rarely match what actually arrives
- Every order starts from zero — no loyalty, no recognition
With Tohfa
Fast, transparent, premium
- Browse, personalize, and checkout in under 90 seconds
- See your exact distance-based fee before you pay — no surprises
- Real-time Tohfa ID tracking from hub to doorstep
- Honest, in-house photography — what you see is what arrives
- 1 pt per SAR 1 loyalty rewards on every single order
Competitors
Direct and indirect competitors — and where Tohfa wins.
The Saudi flower market today is split between informal supermarket florists, WhatsApp-based local florists, and a handful of regional e-commerce florists with generic catalogs. None combine curated design, GPS-transparent pricing, same-day Express, and a mobile-first Arabic-aware experience.
| Attribute | Supermarket Florists | WhatsApp Florists | Regional E-commerce | Tohfa |
|---|---|---|---|---|
| Curated, design-led catalog | ✕ | − | − | ✓ |
| GPS distance-based pricing | ✕ | ✕ | ✕ | ✓ |
| Same-day Riyadh + 2-hr Express | − | − | ✕ | ✓ |
| Mobile-first Arabic-aware app | ✕ | ✕ | − | ✓ |
| Transparent fee structure | ✕ | ✕ | − | ✓ |
| Loyalty program + personalization | ✕ | ✕ | − | ✓ |
No competitor combines all four signature pieces.
GPS pricing is a Saudi-first — no incumbent offers it.
First-mover advantage is real and time-boxed.
Riyadh-first roadmap
Riyadh pilot first. Prove the model. Then scale.
Tohfa will launch as a Riyadh pilot — not a national rollout. The app is built, the catalog is designed, the loyalty program is ready, and every order will flow through transparent GPS-based delivery pricing. Every phase through Year 1 happens inside Riyadh: pilot launch, deep scale, maturity, and model refinement. Multi-city and national expansion are explicitly later phases, gated on Riyadh pilot KPIs being met. The discipline is intentional: prove the model in one dense, high-ARPU city before scaling it across the Kingdom.
Each phase below states what must be true before the next phase begins. Expansion is earned, not assumed.
Pilot orders (first 60 days)
1,500
Riyadh pilot target
Year-1 Riyadh GMV
SAR 3.5M
Riyadh pilot target
Year-1 paying customers
12,000+
Riyadh pilot target
Repeat-purchase rate (90d)
42%
Riyadh pilot target
Phased rollout — Riyadh first, expansion later
- Phase 0 — NowRiyadh (pilot)Current priority
Concept validation & license application
Validated the market gap through customer discovery across Riyadh florists, hotel procurement teams, and individual buyers. Confirmed demand for a design-led, mobile-first flower brand with transparent distance-based delivery. The Tohfa mobile app is built — eleven bouquet designs, GPS delivery pricing, loyalty program, phone-based auth, and real-time order tracking all ready to launch. Currently seeking commercial licensing and incubator approval to operate legally in the Kingdom.
- Phase 1 — Q1 2027Riyadh pilotPlanned
First pilot launch in Riyadh
First commercial pilot launch inside Riyadh city limits. Stand up the Riyadh fulfillment hub, sign supplier agreements with 3–5 Riyadh-based florists, integrate Mada / Apple Pay / card, and run a controlled pilot across the first three delivery zones (under 15 km, 15–30 km, over 30 km). Target: 1,500 paid orders in the first 60 days, 4.5+ NPS, 35%+ repeat-purchase rate within 90 days. The pilot is deliberately bounded — no expansion until these KPIs are met.
- Phase 2 — Next 2 quartersRiyadh scalePlanned
Riyadh deep scale
Once pilot KPIs are validated, deepen coverage inside Riyadh — extend delivery zones to the full Riyadh metro area (including Northern District, Diplomatic Quarter, Diriyah edge), onboard 2–3 additional florist suppliers, launch the B2B corporate subscription tier aimed at Riyadh hotel lobbies and conference venues, and release the first seasonal Eid and Ramadan collections. Target: 12,000+ paying customers in Riyadh, SAR 3.5M GMV (Year 1), 42% repeat-purchase rate. Still Riyadh-only — the pilot expands in depth, not in geography.
- Phase 3 — 2028Riyadh maturityPlanned
Riyadh maturity & model refinement
Reach contribution-margin break-even inside Riyadh. Lock in the operational playbook — courier routing, supplier SLAs, B2B contract templates, Vision 2030 KPI reporting cadence — and codify it as the expansion template. Begin pre-work for city #2: candidate-city analysis (Jeddah, Dammam, Mecca), local florist discovery trips, and fulfillment-hub feasibility studies. No second-city launch yet — only preparation.
- Phase 4 — 2029+Future — gatedConditional · gated on pilot
Future expansion — gated on Riyadh success
Subject to Riyadh pilot and maturity KPIs being met, expand to additional KSA cities (Jeddah, Dammam, Mecca, Medina — in that order, by market size and logistics readiness) using the codified Riyadh playbook. Each city gets its own local fulfillment hub, local florist suppliers, and local B2B pipeline. Beyond national coverage, the long-term horizon includes GCC expansion (UAE, Bahrain) and integration with Vision 2030 mega-project hospitality procurement (NEOM, Red Sea, Diriyah). This phase is conditional — the pilot must prove the model first.
Why pilot in Riyadh — not launch nationally
Riyadh is dense, high-ARPU, logistically compact, and hosts the country's largest concentration of corporate B2B demand. A single-city pilot lets Tohfa validate every part of the model — GPS pricing, mobile checkout, same-day fulfillment, B2B subscriptions, Vision 2030 KPI reporting — at a scale that is operationally manageable and financially defensible. Expansion to Jeddah, Dammam, Mecca, and Medina is not a decision made today; it is a decision earned by hitting Riyadh pilot KPIs first.
Vision & goals
A Saudi flower brand on every meaningful gifting moment.
"To become Saudi Arabia's most loved flower and gifting brand — the one Saudis reach for first when something matters enough to send flowers."
A vertically-integrated, mobile-first, Vision 2030-aligned platform — built in the Kingdom, for the Kingdom.
Company 3-year goals · measurable & dated
- ✓
Launch in 4 KSA cities (Riyadh, Dammam, Jeddah, +1)
Q3 2028 - ✓
Reach SAR 50M annual GMV
End Y3 - ✓
50+ bouquet designs across 6 collections
Q3 2028 - ✓
40% of stems sourced from Saudi greenhouses
Year 2 - ✓
Break-even on contribution margin
End Y3
Pillar commitments · Vision 2030
SME empowerment
40% Saudi-greenhouse inventory by Y2. 100% Saudi customer-ops staff in Y1.
Digital economy
Cashless-first checkout, quarterly MCIT-aligned KPI reporting.
Tourism & quality of life
Mega-project hospitality partnerships (NEOM, Red Sea, Diriyah) from day one.
Goals are measurable, dated, and aligned with Vision 2030's SME, digital economy, and tourism pillars. Vertically-integrated · Mobile-first · Vision 2030-aligned.
Roadblocks & mitigations
What could go wrong — and how we de-risk it.
Every venture carries risk. Tohfa's five primary risks are paired with concrete mitigations already built into the operating model — from multi-supplier sourcing and transparent pass-through pricing to incubator-accelerated regulatory pathways.
Stem supply volatility
Mitigation
Multi-supplier strategy + 40% Saudi greenhouse target by Y2.
Courier cost inflation
Mitigation
Distance-based pricing passes cost through transparently.
Regulatory delays
Mitigation
Incubator partnership accelerates Monsha'at & MCIT pathways.
Competitor entry
Mitigation
First-mover on GPS pricing + curated brand equity.
Seasonal demand spikes
Mitigation
Curated Eid/Ramadan collections + B2B demand smoothing.
Future opportunities
Beyond the pilot: the long-term Tohfa opportunity.
Once the Riyadh model is proven, Tohfa's playbook is built to travel — across categories, cities, and the GCC — while staying anchored to Vision 2030's SME, digital-economy, and tourism pillars.
National coverage
50+ bouquet designs and hubs in Mecca, Medina, and every major Saudi city by 2028.
Weekly subscription
Phase-two recurring revenue layer for homes and offices — SAR 240/month, predictable stem demand.
Mega-project hospitality
Deep NEOM, Red Sea, and Diriyah partnerships as Vision 2030 tourism scales into the 2030s.
GCC expansion
UAE and Bahrain regulatory research underway — a cross-border delivery playbook built on the proven Riyadh model.
"Tohfa is not just an e-commerce store; it is a cultural infrastructure platform for gifting."
Summary
Let's build Saudi Arabia's first modern flower brand — together.
Tohfa closes a real, validated gap: no curated brand, no reliable same-day delivery, and no transparent pricing exist together in the Saudi flower market today. Our solution — GPS distance pricing, a mobile-aware checkout, and same-day Riyadh fulfillment — is built, working, and ready to launch. The window is now, the market is SAR 2.16B and growing, and the opportunity to define this category is substantial.
Problem
SAR 2.16B market, no modern flower brand — fragmented, slow, opaque ordering.
Solution
GPS pricing + mobile + same-day, in one platform — built and live in pilot.
Why now
Payments, GPS, and courier infra finally mature together. Vision 2030 pushes SME digitization.
The ask
Commercial license, 12-month incubation, SAR 1.2M seed co-funding.
Let's build Tohfa together
0.5% capture of SAR 758M Riyadh SAM
= SAR 3.5M Year-1 GMV → SAR 24M by Year 3
Founding team
Saudi-built. Operator-led. Vision-aligned.
The founding team combines Saudi market expertise, mobile product engineering, and floral operations. The concept is fully validated and the build plan is ready to execute — what we need now is the commercial license and structured support to launch legally and scale across the Kingdom. Detailed bios, advisors, and cap table are available in the full pitch deck shared with the incubator panel under NDA.
Reema Yawer Hameedi
Founder & CEO
Saudi-based operator leading vision, supplier partnerships with Riyadh florists, fundraising, and incubator relations. Drives commercial strategy and Vision 2030 alignment.
Yawer Hussain Hameedi
Co-Founder & CTO
Product engineer responsible for the proposed mobile platform, payment gateway integration, and signature GPS distance-delivery system. Owns platform architecture, personalization, and data infrastructure.
Ayesha Yawer Hameedi
COO
E-commerce and operations specialist. Owns bouquet sourcing, courier partnerships, distance-based delivery operations, and unit economics. Leads Saudi supplier onboarding and customer-ops team.
The ask
License approval, incubation & partnership.
This pitch is submitted in support of an application for commercial licensing and incubator partnership. The concept is validated, the team is in place, and the build plan is ready to execute — what we need is the formal approval and structured support to launch legally and scale across the Kingdom, fully aligned with Vision 2030.
Commercial licensing approval
Primary ask — formal approval and licensing to operate a flower bouquet e-commerce and delivery business in the Kingdom of Saudi Arabia, with the incubator's endorsement strengthening the application through Monsha'at and MCIT channels.
Structured incubation & mentorship
A 12-month incubation covering commercial strategy, regulatory navigation (e-commerce compliance, agricultural and phytosanitary certifications for flower imports), and access to Monsha'at and MCIT networks for a Saudi flower-tech venture.
B2B pilot introductions
Warm introductions to anchor B2B corporate flower contracts with NEOM-partner offices, Vision 2030 mega-project hospitality, Saudi banks, and hotel groups — providing early recurring revenue and brand credibility.
Seed co-funding
Co-investment in a SAR 1.2M seed round alongside the incubator to fund MVP build, supplier onboarding, Riyadh fulfillment hub setup, and the first 60 days of soft-launch operations.
In return, Tohfa commits to
- Hire 100% Saudi customer-ops team in year 1
- Source 40% of stems from Saudi greenhouses by year 2
- Cashless-first checkout aligned with MCIT agenda
- Quarterly Vision 2030 KPI reporting to incubator
- Full regulatory compliance from day one of operations
- Priority supplier partnerships with Riyadh-based florists
Market
Riyadh, KSA