Week 1
Frame the problem
Poll on the biggest refuelling bottleneck. Carousel on dead mileage and idle wages. Generator damage post. White paper launch with a comment-gated CTA.
Creative complete, 10 images
How the research was done
VERIFIED
Three days at a desk, then seven weeks on the road.
We began with desk research and cold calls for the first three days only, then moved entirely to in-person field visits.
The brief
Find out who buys diesel in the UAE, and how.
- 01
Map the market
Identify businesses that consume diesel across the UAE and record how much they use.
- 02
Understand how they buy
Current supplier, pain points, decision maker and buying behaviour.
- 03
Map the competition
Who serves this market today, and where the gaps are.
- 04
Build awareness
Introduce FILLIT to businesses that had never heard of the name.
FILLIT delivers diesel on demand across the UAE, from 100 litres to 5 million, at a certified 10ppm specification, with GPS tracking and 24/7 dispatch. Its buyers are fleet and plant managers, site and project managers, marine operators and procurement leads.
How we worked
Desk, phone, then door to door.
| Phase | What we did | What it told us |
|---|---|---|
| First 3 days | Desk research. Company websites, LinkedIn pages and trade directories to build a picture of who burns diesel in the UAE. | Gave us a starting prospect list and a working vocabulary for the industry. |
| First 3 days | Cold calls. Phone outreach to test the pitch and learn the objections before going door to door. | Taught us which questions actually get answered on a first contact. |
| Weeks 1 to 7 | 743 in-person field visits. Turn up, ask for the fuel buyer, run the questions, log it the same day. | Produced the entire dataset behind this presentation. |
The five questions, every time
- Who supplies you today?
- How much do you use?
- What burns it?
- What goes wrong?
- Who decides?
Week 1 in the field returned a 59.5% dead-end rate even with 22 self-generated leads already in the mix. That told us the prospect list itself needed replacing.
Team: Mudar, Gautham, Parasharan and Divesh shared field visits, client conversations, flyers and data logging equally.
The triage system
Six outcomes, applied to every record.
Where the cell colour and the written interest level disagreed, the written level was used — 26 visits across the seven weeks.
Hot
Using diesel, high intent. Asked for a quote, sample or visit.
27 companies
Warm
Using diesel, interested, needs a follow-up.
45 companies
Cold
Confirmed diesel user, not ready to switch. A nurture list.
110 companies
Appointment
Could not get in. Free zone, permit or gate pass needed.
100 companies
Revisit
Unresolved. The process stopped, the company did not.
110 companies
Invalid
Disqualified. Mostly a wrong address rather than no demand.
244 companies
Week by week
What each week produced.
Week 1
+22 new leads121
visits
- Green
- 13.2%
- Dead ends
- 59.5%
- Hot · Warm · Cold
- 7 · 4 · 5
Week 2
+15 new leads120
visits
- Green
- 37.5%
- Dead ends
- 30.0%
- Hot · Warm · Cold
- 4 · 15 · 26
Week 3
+18 new leads96
visits
- Green
- 31.2%
- Dead ends
- 30.2%
- Hot · Warm · Cold
- 1 · 5 · 24
Week 4
+19 new leads96
visits
- Green
- 27.1%
- Dead ends
- 18.8%
- Hot · Warm · Cold
- 4 · 6 · 16
Week 5
+20 new leads116
visits
- Green
- 16.4%
- Dead ends
- 19.8%
- Hot · Warm · Cold
- 5 · 3 · 11
Week 6
+15 new leads102
visits
- Green
- 21.6%
- Dead ends
- 46.1%
- Hot · Warm · Cold
- 2 · 6 · 14
Week 7
+27 new leads92
visits
- Green
- 29.3%
- Dead ends
- 29.3%
- Hot · Warm · Cold
- 4 · 7 · 16
7 weeks · scroll sideways for the rest.
Internship journey
Tasks, challenges, and the tools used.
Tasks assigned
- Visited 636 companies in 743 visits across four emirates
- Interviewed fuel buyers on supplier, volume, equipment and pain points
- Introduced FILLIT and left flyers at every site
- Logged and colour-coded every visit the same day
- Found 136 new leads beyond the supplied list
- Turned the data into a growth plan and LinkedIn strategy
Tools and platforms
- Excel: 743-visit log
- Python (Claude code): cleaning, analysis
- Google Maps: routes
- LinkedIn: research
- WhatsApp: team updates
- PowerPoint: reporting
Challenges, and how they were addressed
- The list was stale: 59.5% dead ends in Week 1
- Built our own leads, which reached 65.4% green
- 125 companies had moved or the address was wrong
- Logged the reason, so each one is recoverable
- 100 sites were behind gates or in free zones
- Logged as blocked, not lost, and planned passes
- Reception would not connect us
- Asked for the fuel buyer by role: 146 named
- Usage given in litres, gallons and dirhams
- Converted everything to litres a month
- Colour and written status disagreed on 26 rows
- Applied the written interest level
Each challenge became a recommendation FILLIT can act on, from address checks to free-zone passes.
Social media and content work
A four-week LinkedIn plan, written post by post.
28 posts, all 10 content pillars, 13 formats. Week 1 creative is designed and ready. Built on this field research.
Week 2
Prove the difference
10ppm against standard fuel in a Euro 5/6 engine. Night refuelling carousel. Fuel as a service. The drivers behind the deliveries.
Full copy written
Week 3
Show the system
Free dead-mileage and ROI audit for 10 fleets. Paper logbooks post. The five-step delivery workflow. The eight-point continuity checklist.
Full copy written
Week 4
Convert
Resilience by design. 100 litres to 5 million. Emergency top-ups. The dispatch team. One month on from the white paper.
Full copy written
Engagement rules that shaped it
- Links go in the first comment, never the post body
- Comment-gated CTAs beat link clicks
- Thought leadership publishes from the founder profile
- LinkedIn does not expose poll voters, so follow up with commenters
Individual contribution
Divesh Anand
- Field visits and fuel-buyer interviews across Dubai, Sharjah, Ajman and Umm Al Quwain
- Designed the capture sheet and colour-coded status system used for all 743 visits
- Verified the master database: 636 companies, latest status, 26 conflicts resolved
- Analysed demand by sector, territory, supplier, pain point, volume and lead source
- Turned the findings into FILLIT’s growth plan, targets and 90-day roadmap
- Wrote the 4-week LinkedIn strategy (28 posts) and the 2026 white paper
Team: Mudar, Gautham, Parasharan and Divesh shared field visits, client conversations, flyers and data logging equally.
Files and assets handed over
What the next team starts from.
- Master database
- 636 companies with overrides, weekly, sector and zone sheets
- Hot, Warm and Cold lead files
- 27, 45 and 110 companies, ready for the sales team
- Self-generated leads
- The 136 companies we found ourselves
- CAFU-affected accounts
- 20 companies with their verbatim notes
- Blocked and revisit list
- 210 companies, for access and follow-up planning
- LinkedIn strategy, Week 1 creative and the 2026 white paper
- 4-week plan, 28 posts, 10 images designed
Key learnings
Three things worth carrying forward.
Interest shows who will talk; volume shows who matters
FILLIT should score leads on both.
In a price-regulated market, service wins
Every objection we heard was reliability, quality or access.
Clean data is a growth lever
A verified address is worth as much as another day in the field.
Sources and references
SOURCED| Source | Used for |
|---|---|
| Combined_week1-week5.xlsx, Combined_week6.xlsx and Combined_Week_7.xlsx, 7 Aug to 24 Sep 2026Main source | Every count, rate, area, industry, supplier, volume and quotation |
| Vision Crafter Diesel Field Research Report | Analytical approach and qualitative framing only; figures re-verified against the main sheets |
| UAE Fuel Price Committee, via Gulf News and Khaleej Times, Sept 2026 | Diesel retail price of AED 4.30 per litre |
| Gulf News, 24 April 2025 | CAFU reinstating delivery fees of AED 12 to 20 |
| The National, 23 January 2026 | CAFU slot-availability and supply problems |
| FILLIT official flyer and fillit.co | FILLIT service claims: 10ppm, 100 L to 5M L, 24/7, GPS tracking |
| LinkedIn pages of DP World, ENOC, Transguard, G42, Masdar, Mubadala, Gartner and others | B2B content benchmark behind the LinkedIn strategy |
This site is generated directly from FILLIT_Master_Database.xlsx. Every count, rate, area, industry, supplier and volume figure is recomputed from those rows at build time, and the seven handed-over lead files are verified against the master on every build.
The demand is identified and named. The next team starts from a map, not a list.
Divesh Anand · Market Research Intern · Vision Crafters · September 2026