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- Swisscontact
This case study traces the evolution of Tun Yat, a Myanmar agri-tech company, from a farm mechanisation service into SuBuu, a digital marketplace connecting smallholders to input suppliers, financial service providers and agronomic advisory content.
Developed with support from UNCDF and the Vocational Skills Development Programme, the platform generates revenue through commissions on input and finance transactions while offering advisory and market-price services free of charge to drive engagement.
The account details an initial training-of-trainers outreach model that failed to achieve scale, and the subsequent pivot to a hybrid approach combining village-level commissioned agents, in-person promotion through local retail points, and digital content marketing.
It examines supply-side constraints such as retailer reluctance to adopt transparent pricing, and demand-side barriers including data-sharing concerns, before presenting adoption and transaction data showing gradual traction.
The case closes by considering what the model requires to scale into new regions under Myanmar's volatile operating conditions