What problems might you foresee with this business idea?

Joy Ajlouny was raised in the USA by Palestinian parents. She previously ran an e-commerce business called Bonfi re that specialized in luxury footwear and she had become frustrated by the number of packages returned from customers in the Middle East marked ‘address not found’. In many emerging markets, delivery of goods can be a problem because of the absence of a physical address. She discovered that delivery companies were literally sending the driver out with a piece of paper containing telephone numbers to call the customers one at a time to fi nd out where to deliver the package. Joy fi rst met Idriss Al Rifai at a tech conference in San Francisco in 2014. Idriss was born in Iraq and raised in France, and had experienced similar problems as head of operations of the Dubai-based e-commerce company Markavip. They started to discuss the problem and identifi ed a technology-based solution.