Partnership structure
How the DALA
partnership works.
This page exists because vague partnership pages waste everyone's time. Here is the exact tier structure, the exact fee model, and the exact math — so you can decide before the call.
Three tiers. One decision.
Every brand starts at the tier that matches their current scale. You graduate to the next tier based on sell-through data — not promises.
Emerging
Structured entry into retail.
Coverage
10–25 stores
SKUs
Up to 3 SKUs
Field visits
Bi-weekly field visits
Payment
Phase 1: pay-as-we-deliver
Who this is for
Brands that are NAFDAC-certified, have fewer than 20 active retail outlets, and are ready to structure their distribution for the first time.
Included
- DALA catalog listing and brand page
- Warehouse intake and storage
- 10–25 targeted store placements
- Bi-weekly field team visits (FIFO, rotation, expiry check)
- Monthly sell-through report with store breakdown
- WhatsApp account management channel
Expansion
Dedicated coverage. Faster growth.
Coverage
40–100 stores
SKUs
Up to 8 SKUs
Field visits
Weekly field visits
Payment
Phase 1 + optional Phase 2 from month 4
Who this is for
Brands with proven demand in at least one retail channel, active marketing, and a 12-month target of 80+ stores or ₦10M+ monthly retail revenue.
Included
- Everything in Emerging
- 40–100 store placements across Lagos and Ogun
- Weekly field visits with photographic shelf evidence
- Dedicated account manager (named contact)
- Bi-weekly data reports with velocity and stock alerts
- Priority placement in new store additions
- Phase 2 guaranteed payment model eligibility at month 4
Enterprise
Full market infrastructure. Guaranteed cash flow.
Coverage
100+ stores
SKUs
Unlimited SKUs
Field visits
Daily field coverage
Payment
Guaranteed payment from month 1
Who this is for
Established brands scaling across multiple states. Requires NAFDAC, strong retail demand, and active brand-side marketing with a dedicated team.
Included
- Everything in Expansion
- 100+ store placements, multiple LGAs
- Daily field team presence
- Weekly executive performance summary
- Guaranteed payment on delivery — DALA carries the collection risk
- Category ownership strategy and competitor shelf analysis
- Priority inventory pickup from your facility (3% fee)
- Named enterprise account team
Fee structure
What DALA earns.
What you keep.
DALA makes money when you sell more. The performance fee model means our incentives are aligned — we don't profit from poor execution.
Fee type
Rate
Notes
Monthly subscription
₦50K–₦1.1M
Tier-based. Covers field execution, storage, management.
Delivery fee
7%
Of invoice value per delivery. Covers logistics and last-mile.
Payment collection
5%
Of collected retail payments. Only charged when money is collected.
Guaranteed payment (Phase 2)
10%
Optional. DALA pays you on delivery — we carry the retailer collection risk.
Inventory pickup
3%
Optional. DALA collects stock directly from your facility.
A worked example
What ₦500K monthly sales actually looks like
Compare: hiring 3 field sales reps at ₦150K/month = ₦450,000 with no data, no warehouse, no FIFO management. DALA costs ₦210,000 on the same sales volume — and delivers all of it.
The division of responsibility
DALA handles
- Warehouse intake, storage, and stock rotation
- Route planning and last-mile delivery
- Shelf placement, FIFO management, expiry monitoring
- Weekly or bi-weekly field team visits
- Performance data collection and reporting
- Retailer payment collection and reconciliation
- Issue resolution (damaged goods, stockouts, misplacements)
You handle
- Product production and quality control
- NAFDAC / SON documentation and renewal
- Brand marketing and consumer demand generation
- Supplying stock to DALA's warehouse on time
- Reviewing DALA's weekly performance reports
- Setting invoice pricing and minimum order quantities
- Growing the brand — DALA grows the shelf presence
The questions founders ask before signing
Answered honestly, not optimistically.
You've read the whole thing.
If this feels like the right structure for your brand, the next step is a 30-minute discovery call. No sales pressure. We determine fit together.
Or take the 60-second readiness quiz first to see your recommended tier.