Yebo Fresh ("YF") is an award-winning ecommerce platform on a mission to provide township entrepreneurs and community organisations ease of access to high quality goods and services through their smart technology. The company started at the end of 2018 when Jessica Boonstra (Founder & CEO) and British entrepreneur, Stefan Allesch-Taylor decided to address the challenges and opportunities of food supply in South Africa's townships. Jessica & the Yebo Fresh team have dedicated themselves to addressing the struggles of half a million township entrepreneurs and community organisations who face increased product cost due to travel, as well as lost trading time in acquiring the goods they need to be competitive against the more formal retailers and outlets. These township entrepreneurs and community organisations, which contribute in large part to the formation of the backbone of South Africa's economy, experience a severe disadvantage when competing with formal retail/outlets that rely on cost effective delivery options, advanced retail technology & analytics, and massive buying power. However, Yebo Fresh has already made unparalleled in roads into the township sector, helping to remedy this situation through harnessing a tech-driven order-to-delivery solution that allows customers to place an order and get free 24-hour delivery of goods to their doorstep (with no-goodmoney back guarantee). Yebo Fresh gives financial services solutions such as buy-now-pay later offerings, allowing these much-needed township entrepreneurs and community organisations to grow their stock and pay up to seven days later. Through Yebo Fresh, these entrepreneurs now have access to supplier funded perks such as free products and getting paid for running local marketing campaigns. More than this, Yebo Fresh is creating network effects and aggregated learnings between stores, such as insights on pricing, products and other relevant business intelligence. Moreover, by mapping, digitizing and creating a powerful delivery infrastructure into the communities served, Yebo Fresh creates a digital and physical gateway into the "Kasi" which is monetized in a variety of ways. Yebo Fresh now operates in more than 25 major townships across greater Cape Town and Johannesburg and has taken on more than 5300 entrepreneurs and community organisations as customers, with an ever-expanding offering underpinned by technology

Yebo Fresh is an ecommerce platform, providing township entrepreneurs and community organisations ease of access to high quality goods and services through their smart technology. Although Yebo Fresh is a breakthrough start-up, there is always something more that can be done in terms of improving processes, products, services and the culture of the business.

Q.2.1 Explain the eight-step Total Quality Management cycle that Yebo Fresh can apply to improving processes, products, services and the culture of the business. (18)