TaskMoby Market Analysis and Poverty Alleviation

This case study presents an analysis of TaskMoby, a digital marketplace operated by Africa 118, focusing on its role in job creation, poverty reduction, and livelihood improvement in Ethiopia. The document outlines how TaskMoby began as a business-to-consumer model in 2018, connecting individuals with home service professionals, but later pivoted to a business-to-business model to better serve larger companies. The analysis details the market conditions affecting TaskMoby's operations, including youth unemployment, affordability of mobile connectivity, and the impact of regulations on the gig economy. It also examines the demographics of TaskMoby's service providers, noting that many are young professionals who often rely on this platform for their first income-generating opportunities. The study highlights the relationship between digital inclusion and poverty alleviation, emphasizing that while TaskMoby contributes to economic resilience, the connection is complex and influenced by various market factors.