marafiki final presentation
TRANSCRIPT
MARAFIKI
Provision of solar powered lanterns to parents of school going
children in rural areas and informal settlements that lack access
to reliable electricity
TOTAL number of individual
customers: 50
We talked to 50 individuals and had two Focus
Group discussions. The first one of approximately
150 students and the second of approximately 150
parents
Team Members
Rhoda Omenya
Research
Samuel Kyama –
Accounts
Michael Njoroge
Technical
1. Rhoda brings in her research expertise by collecting all information that pertains to the project.
2. Samuel brings in his accounting skills to ensure that records are kept straight and transparent from the beginning.
3. Michael brings in his growing business acumen and networks to ensure that we get the best deals.
Problem: •School going children in rural and informal settlements that lack
access to electricity are unable to read/revise at night due to lack
of proper lighting
•Those that are able to read using kerosene lanterns end up with
eye problems (owing to the dim light) and chest problems (owing
to the soot emitted)
•These children are unable to compete at par with those who
have access to electricity and can revise/read at night
•Consequently, health problems compounded with little or no
revision time results in lower educational outputs, affecting the
rate of the children’s success in future
Facts •According to energypedia, there are about 4 million
households in rural Kenya presenting much potential.
•An analysis of national energy shows heavy dependency on
wood fuel and other biomass that accounts for 68% of the
total energy consumption.
In the beginning: •What we had was an idea. Untested and unresearched.
•We thought our markets was quite wide and that competition was
little if any.
•We were coming in mostly to learn about how to ‘be’
entrepreneurs.
•We thought every citizen at the bottom of the pyramid is our
target.
What We Did:
•We first went to the nearest slum, Kibera to get their views on
our product, and their experiences with it if any.
•We then went to Kangemi, another informal settlement to
interview households.
•We talked to households in informal settlements that lack
access to electricity in two groups – students and their parents.
Behaviour Map, Impact
Children use lantern to
study
Parent buys the solar lantern
Take the lantern home
Put the lamp in the sun
to charge then use it
Children get
better grades
in school
Better/brighter future for
children
Big Idea: Provide affordable solar lanterns to parents
of school going children living in informal settlements
and rural areas that lack access to reliable electricity
Reality: What We Found:
•From our venture to the first informal settlement – Kibera; we
invalidated our initial thought that slums do not have access to
electricity. They do, except the connections are illegal.
•On advisement of our mentor who is with us in Kenya, Suraj, we
moved to other informal settlements as many researchers have gone
into Kibera. There’s ‘interview fatigue’
•We went to Kangemi to carry out the next interviews.
•From Kangemi, we found that parents are more concerned over
their children than themselves or their businesses.
•From their responses, families will be unable to pay upfront for the
solar lanterns
•Schools then came into the picture as a viable partner or channel of
distribution
•Our customer segment narrowed down as a result of the above
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KEYPARTNERSKEYPARTNERS
Manufactu rers/who lesalers
»
Relevant government
agencies»
NGOs»
Socia lgroups»
KEYACTIVITIESKEYACTIVITIES
Productawareness»
CreateHealt hbenefit
awareness»
Createfinancia l
benefit awareness»
Commercia lizingthe
VALUEPROPOSITIONSVALUEPROPOSITIONS
Affordablesourceof
ligh t ing»
Healthfriendlysource
oflight ing»
Bet terlight ing»
Environmentally
friendlylight ing»
Aproduct t hat light s
andalsohasother
capabilit iese.g.
chargingmobile
phones»
Longerstudyhours
forstudent s»
Longeropen ing
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS
Schoo ls»
Socia lgroups»
CUSTOM ERSEGM ENTSCUSTOM ERSEGM ENTS
Cit izenslivinginrural
a reaswithout access
t oelect r icit y»
Cit izenslivingin
in formalset t lement s
wholackaccessto
e lect ricit y»
Cit izensinurban
areassupport ing
t heirfamiliesup
count rywhodonot
haveaccessto
e lect ricit y»
Businessmen/women
inrura lareasand
in formalset t lement s
t hat lackaccessto
KEYRESOURCESKEYRESOURCES
Capit a l»
Dist r ibut ionchain»
Warehouse/storage
facilit ies»
CHANNELSCHANNELS
NGOs»
Ret ailst ores»
Scho o ls»
COSTSTRUCTURECOSTSTRUCTURE
Personne l/labour»
Transportanddist ribut ioncost s»
Market ingcost s»
REVENUESTREAM SREVENUESTREAM S
Sellingt heproduct »
Recyclingkerosenelamps»
What We Did:
•We went to three schools to talk to their administration. We
introduced our project and heard their thoughts about it.
•We have been unable to go to more schools as there is a
national strike by teachers demanding more pay
What We Found:
•There has never been such a project in schools before
•They were more that willing to try it out
•They would prefer if we alerted parents prior and then
have a ‘solar lantern day’ where we would go with the
products and parents would purchase them
•They are apprehensive about payments in
installments as they are believe there will be defaulters
LaunchPadCentral
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KEYPARTNERSKEYPARTNERS
Manufactu rers/who lesalers
»
Relevant government
agencies»
NGOs»
Socia lgroups»
Schoo ls»
KEYACTIVITIESKEYACTIVITIES
Productawareness»
CreateHealt hbenefit
awareness»
Createfinancia l
benefit awareness»
Commercia lizingthe
VALUEPROPOSITIONSVALUEPROPOSITIONS
Affordablesourceof
ligh t ing»
Healthfriendlysource
oflight ing»
Bet terlight ing»
Environmentally
friendlylight ing»
Aproduct t hat light s
andalsohasother
capabilit iese.g.
chargingmobile
phones»
Longeropen ing
businesshours»
Longerstudyhours
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS
Schoo ls»
Socia lgroups»
CUSTOM ERSEGM ENTSCUSTOM ERSEGM ENTS
Businessmen/women
inrura lareasand
in formalset t lement s
t hat lackaccessto
e lect ricit y»
Parentsofschool
goingchild reninrura l
andinformal
set t lement sthatlack
accesst oelect r icit y»
KEYRESOURCESKEYRESOURCES
Capit a l»
Dist r ibut ionchain»
Warehouse/storage
facilit ies»
CHANNELSCHANNELS
Ret ailst ores»
NGOs»
Schools»
COSTSTRUCTURECOSTSTRUCTURE
Personne l/labour»
Transportanddist ribut ioncost s»
Market ingcost s»
REVENUESTREAM SREVENUESTREAM S
Sellingt heproduct »
Recyclingkerosenelamps»
What We Found:
We have one customer segment: Parents with school going children
We have the main channel of distribution: schools. We also have a school that will be our pilot school.
This is a viable business now that we have found a better way of reaching the target market that the competition has not used
We have one major end to finalize: The supplier. Once we lock that down, we shall be able to define all our costs and pursue this venture beyond Acumen
Appendix:
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KEYPARTNERSKEYPARTNERS
M a nu fa ct u re rs/w ho le sa le rs
»
Re le va n t
g ove rn me n t
a ge n cie s»
NGOs»
So cia lg ro up s»
KEYACTIVITIESKEYACTIVITIES
Prod uct
a w a re ne ss»
Cre a t e He a lt h
be ne fit a w a re ne ss
»
Cre a t e fina ncia l
be ne fit a w a re ne ss
VALUEPROPOSITIONSVALUEPROPOSITIONS
Afford a b le
sou rce o fligh t in g »
He a lt h fr ie n d ly
sou rce o fligh t in g »
Be t t e rlig h t in g»
Enviro nme n t a lly
fr ie n d lyligh t in g»
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS
Scho o ls»
Socia lgro u ps»
CUSTOM ERSEGM ENTSCUSTOM ERSEGM ENTS
Cit iz e n sa t t h e
b a se oft h e
p yra mid »
Cit iz e n slivin gin
ru ra la re a sw it h ou t
a cce sst o
e le ct r icit y»
Cit iz e n slivin gin
in fo rma l
se t t le me n t sw ho
la cka cce sst o
e le ct r icit y»
KEYRESOURCESKEYRESOURCES
Ca p it a l»
Dist r ibu t io n
ch a in»
W a re h ou se /st o ra g e
fa cilit ie s»
CHANNELSCHANNELS
NGOs»
Re t a ilst o re s»
COSTSTRUCTURECOSTSTRUCTURE
Pe rso nn e l/la bo ur»
Tra nsp o rt a nd dist r ibu t ion cost s»
M a rke t ing cost s»
REVENUESTREAM SREVENUESTREAM S
Se llin g t h e p rod uct »
Re cycling ke ro se ne la mps»
LaunchPadCentral
Lic ensedfrom businessm odelgenerat ion.c om underaCreat iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERSKEYPARTNERS
Manufactu rers/who lesalers
»
Relevant government
agencies»
NGOs»
Socia lgroups»
KEYACTIVITIESKEYACTIVITIES
Productawareness»
CreateHealt hbenefit
awareness»
Createfinancia l
benefit awareness»
Comme rcia liz ing
VALUEPROPOSITIONSVALUEPROPOSITIONS
Affordablesourceof
ligh t ing»
Healthfriendlysource
oflight ing»
Bet terlight ing»
Environmentally
friendlylight ing»
Apro du ct t ha t
ligh t sa n da lsoh a s
o t he rca p a b ilit ie s
e .g . ch a rg in g
mo bile p ho ne s»
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS
Schoo ls»
Socia lgroups»
CUSTOM ERSEGM ENTSCUSTOM ERSEGM ENTS
Cit izensatthebaseof
t hepyramid»
Cit izenslivinginrural
a reaswithout access
t oelect r icit y»
Cit izenslivingin
in formalset t lement s
wholackaccessto
e lect ricit y»
Cit iz e n sinurb a n
a re a ssu pp o rt in g
t h e irfa milie sup
co u nt ryw h od ono t
h a ve a cce sst o
e le ct r icit y»
KEYRESOURCESKEYRESOURCES
Capit a l»
Dist r ibut ionchain»
Warehouse/storage
facilit ies»
CHANNELSCHANNELS
NGOs»
Ret ailst ores»
COSTSTRUCTURECOSTSTRUCTURE
Personne l/labour»
Transportanddist ribut ioncost s»
Market ingcost s»
REVENUESTREAM SREVENUESTREAM S
Sellingt heproduct »
Recyclingkerosenelamps»
LaunchPadCentral
Lic ensedfrom businessm odelgenerat ion.c om underaCreat iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERSKEYPARTNERS
Manufactu rers/who lesalers
»
Relevant government
agencies»
NGOs»
Socia lgroups»
KEYACTIVITIESKEYACTIVITIES
Productawareness»
CreateHealt hbenefit
awareness»
Createfinancia l
benefit awareness»
Commercia lizingthe
VALUEPROPOSITIONSVALUEPROPOSITIONS
Affordablesourceof
ligh t ing»
Healthfriendlysource
oflight ing»
Bet terlight ing»
Environmentally
friendlylight ing»
Aproduct t hat light s
andalsohasother
capabilit iese.g.
chargingmobile
phones»
Lon g e rst u dy
h ou rsforst ud e n t s
»
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS
Schoo ls»
Socia lgroups»
CUSTOM ERSEGM ENTSCUSTOM ERSEGM ENTS
Cit izenslivinginrural
a reaswithout access
t oelect r icit y»
Cit izenslivingin
in formalset t lement s
wholackaccessto
e lect ricit y»
Cit izensinurban
areassupport ing
t heirfamiliesup
count rywhodonot
haveaccessto
e lect ricit y»
Busin e ssme n /w o me n
in ru ra la re a sa nd
in fo rma l
KEYRESOURCESKEYRESOURCES
Capit a l»
Dist r ibut ionchain»
Warehouse/storage
facilit ies»
CHANNELSCHANNELS
NGOs»
Ret ailst ores»
COSTSTRUCTURECOSTSTRUCTURE
Personne l/labour»
Transportanddist ribut ioncost s»
Market ingcost s»
REVENUESTREAM SREVENUESTREAM S
Sellingt heproduct »
Recyclingkerosenelamps»
LaunchPadCentral
Lic ensedfrom businessm odelgenerat ion.c om underaCreat iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERSKEYPARTNERS
Manufactu rers/who lesalers
»
Relevant government
agencies»
NGOs»
Socia lgroups»
KEYACTIVITIESKEYACTIVITIES
Productawareness»
CreateHealt hbenefit
awareness»
Createfinancia l
benefit awareness»
Commercia lizingthe
VALUEPROPOSITIONSVALUEPROPOSITIONS
Affordablesourceof
ligh t ing»
Healthfriendlysource
oflight ing»
Bet terlight ing»
Environmentally
friendlylight ing»
Aproduct t hat light s
andalsohasother
capabilit iese.g.
chargingmobile
phones»
Lon g e rst u dy
h ou rsforst ud e n t s
»
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS
Schoo ls»
Socia lgroups»
CUSTOM ERSEGM ENTSCUSTOM ERSEGM ENTS
Cit izenslivinginrural
a reaswithout access
t oelect r icit y»
Cit izenslivingin
in formalset t lement s
wholackaccessto
e lect ricit y»
Cit izensinurban
areassupport ing
t heirfamiliesup
count rywhodonot
haveaccessto
e lect ricit y»
Busin e ssme n /w o me n
in ru ra la re a sa nd
in fo rma l
KEYRESOURCESKEYRESOURCES
Capit a l»
Dist r ibut ionchain»
Warehouse/storage
facilit ies»
CHANNELSCHANNELS
NGOs»
Ret ailst ores»
COSTSTRUCTURECOSTSTRUCTURE
Personne l/labour»
Transportanddist ribut ioncost s»
Market ingcost s»
REVENUESTREAM SREVENUESTREAM S
Sellingt heproduct »
Recyclingkerosenelamps»
LaunchPadCentral
Lic ensedfrom businessm odelgenerat ion.c om underaCreat iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERSKEYPARTNERS
Manufactu rers/who lesalers
»
Relevant government
agencies»
NGOs»
Socia lgroups»
KEYACTIVITIESKEYACTIVITIES
Productawareness»
CreateHealt hbenefit
awareness»
Createfinancia l
benefit awareness»
Commercia lizingthe
VALUEPROPOSITIONSVALUEPROPOSITIONS
Affordablesourceof
ligh t ing»
Healthfriendlysource
oflight ing»
Bet terlight ing»
Environmentally
friendlylight ing»
Aproduct t hat light s
andalsohasother
capabilit iese.g.
chargingmobile
phones»
Longerstudyhours
forstudent s»
Longeropen ing
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS
Schoo ls»
Socia lgroups»
CUSTOM ERSEGM ENTSCUSTOM ERSEGM ENTS
Cit izenslivinginrural
a reaswithout access
t oelect r icit y»
Cit izenslivingin
in formalset t lement s
wholackaccessto
e lect ricit y»
Cit izensinurban
areassupport ing
t heirfamiliesup
count rywhodonot
haveaccessto
e lect ricit y»
Businessmen/women
inrura lareasand
in formalset t lement s
t hat lackaccessto
KEYRESOURCESKEYRESOURCES
Capit a l»
Dist r ibut ionchain»
Warehouse/storage
facilit ies»
CHANNELSCHANNELS
NGOs»
Ret ailst ores»
COSTSTRUCTURECOSTSTRUCTURE
Personne l/labour»
Transportanddist ribut ioncost s»
Market ingcost s»
REVENUESTREAM SREVENUESTREAM S
Sellingt heproduct »
Recyclingkerosenelamps»
LaunchPadCentral
Lic ensedfrom businessm odelgenerat ion.c om underaCreat iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERSKEYPARTNERS
Manufactu rers/who lesalers
»
Relevant government
agencies»
NGOs»
Socia lgroups»
KEYACTIVITIESKEYACTIVITIES
Productawareness»
CreateHealt hbenefit
awareness»
Createfinancia l
benefit awareness»
Commercia lizingthe
VALUEPROPOSITIONSVALUEPROPOSITIONS
Affordablesourceof
ligh t ing»
Healthfriendlysource
oflight ing»
Bet terlight ing»
Environmentally
friendlylight ing»
Aproduct t hat light s
andalsohasother
capabilit iese.g.
chargingmobile
phones»
Longerstudyhours
forstudent s»
Longeropen ing
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS
Schoo ls»
Socia lgroups»
CUSTOM ERSEGM ENTSCUSTOM ERSEGM ENTS
Cit izenslivinginrural
a reaswithout access
t oelect r icit y»
Cit izenslivingin
in formalset t lement s
wholackaccessto
e lect ricit y»
Cit izensinurban
areassupport ing
t heirfamiliesup
count rywhodonot
haveaccessto
e lect ricit y»
Businessmen/women
inrura lareasand
in formalset t lement s
t hat lackaccessto
KEYRESOURCESKEYRESOURCES
Capit a l»
Dist r ibut ionchain»
Warehouse/storage
facilit ies»
CHANNELSCHANNELS
NGOs»
Ret ailst ores»
Scho o ls»
COSTSTRUCTURECOSTSTRUCTURE
Personne l/labour»
Transportanddist ribut ioncost s»
Market ingcost s»
REVENUESTREAM SREVENUESTREAM S
Sellingt heproduct »
Recyclingkerosenelamps»
LaunchPadCentral
Lic ensedfrom businessm odelgenerat ion.c om underaCreat iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERSKEYPARTNERS
Manufactu rers/who lesalers
»
Relevant government
agencies»
NGOs»
Socia lgroups»
Sch oo ls»
KEYACTIVITIESKEYACTIVITIES
Productawareness»
CreateHealt hbenefit
awareness»
Createfinancia l
benefit awareness»
Commercia lizingthe
VALUEPROPOSITIONSVALUEPROPOSITIONS
Affordablesourceof
ligh t ing»
Healthfriendlysource
oflight ing»
Bet terlight ing»
Environmentally
friendlylight ing»
Aproduct t hat light s
andalsohasother
capabilit iese.g.
chargingmobile
phones»
Longerstudyhours
forstudent s»
Longeropen ing
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS
Schoo ls»
Socia lgroups»
CUSTOM ERSEGM ENTSCUSTOM ERSEGM ENTS
Cit izenslivinginrural
a reaswithout access
t oelect r icit y»
Cit izenslivingin
in formalset t lement s
wholackaccessto
e lect ricit y»
Cit izensinurban
areassupport ing
t heirfamiliesup
count rywhodonot
haveaccessto
e lect ricit y»
Businessmen/women
inrura lareasand
in formalset t lement s
t hat lackaccessto
KEYRESOURCESKEYRESOURCES
Capit a l»
Dist r ibut ionchain»
Warehouse/storage
facilit ies»
CHANNELSCHANNELS
NGOs»
Ret ailst ores»
Schoo ls»
COSTSTRUCTURECOSTSTRUCTURE
Personne l/labour»
Transportanddist ribut ioncost s»
Market ingcost s»
REVENUESTREAM SREVENUESTREAM S
Sellingt heproduct »
Recyclingkerosenelamps»
LaunchPadCentral
Lic ensedfrom businessm odelgenerat ion.c om underaCreat iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERSKEYPARTNERS
Manufactu rers/who lesalers
»
Relevant government
agencies»
NGOs»
Socia lgroups»
Schoo ls»
KEYACTIVITIESKEYACTIVITIES
Productawareness»
CreateHealt hbenefit
awareness»
Createfinancia l
benefit awareness»
Commercia lizingthe
VALUEPROPOSITIONSVALUEPROPOSITIONS
Affordablesourceof
ligh t ing»
Healthfriendlysource
oflight ing»
Bet terlight ing»
Environmentally
friendlylight ing»
Aproduct t hat light s
andalsohasother
capabilit iese.g.
chargingmobile
phones»
Longerstudyhours
forstudent s»
Longeropen ing
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS
Schoo ls»
Socia lgroups»
CUSTOM ERSEGM ENTSCUSTOM ERSEGM ENTS
Businessmen/women
inrura lareasand
in formalset t lement s
t hat lackaccessto
e lect ricit y»
Parentsofschool
goingchild reninrura l
andinformal
set t lement sthatlack
accesst oelect r icit y»
KEYRESOURCESKEYRESOURCES
Capit a l»
Dist r ibut ionchain»
Warehouse/storage
facilit ies»
CHANNELSCHANNELS
NGOs»
Ret ailst ores»
Schoo ls»
COSTSTRUCTURECOSTSTRUCTURE
Personne l/labour»
Transportanddist ribut ioncost s»
Market ingcost s»
REVENUESTREAM SREVENUESTREAM S
Sellingt heproduct »
Recyclingkerosenelamps»
LaunchPadCentral
Lic ensedfrom businessm odelgenerat ion.c om underaCreat iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERSKEYPARTNERS
Manufactu rers/who lesalers
»
Relevant government
agencies»
NGOs»
Socia lgroups»
Schoo ls»
KEYACTIVITIESKEYACTIVITIES
Productawareness»
CreateHealt hbenefit
awareness»
Createfinancia l
benefit awareness»
Commercia lizingthe
VALUEPROPOSITIONSVALUEPROPOSITIONS
Affordablesourceof
ligh t ing»
Healthfriendlysource
oflight ing»
Bet terlight ing»
Environmentally
friendlylight ing»
Aproduct t hat light s
andalsohasother
capabilit iese.g.
chargingmobile
phones»
Longeropen ing
businesshours»
Longerstudyhours
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS
Schoo ls»
Socia lgroups»
CUSTOM ERSEGM ENTSCUSTOM ERSEGM ENTS
Businessmen/women
inrura lareasand
in formalset t lement s
t hat lackaccessto
e lect ricit y»
Parentsofschool
goingchild reninrura l
andinformal
set t lement sthatlack
accesst oelect r icit y»
KEYRESOURCESKEYRESOURCES
Capit a l»
Dist r ibut ionchain»
Warehouse/storage
facilit ies»
CHANNELSCHANNELS
Ret ailst ores»
NGOs»
Schools»
COSTSTRUCTURECOSTSTRUCTURE
Personne l/labour»
Transportanddist ribut ioncost s»
Market ingcost s»
REVENUESTREAM SREVENUESTREAM S
Sellingt heproduct »
Recyclingkerosenelamps»
Product Specs: •Multiple charging options, i.e. solar,
hand crank, battery (AAA), AC
power and DC power
•Very bright LED's on the box its
written 36 but when you count them
they are 15. The box also says that
the product has a port to charge
phones but the product doesn’t have
the port (showing us that we must
be careful in the supplier that we get
exactly what they say they are
offering).
•The specs of the battery are
missing, but we know our product
will use lithium ion.
•Product weight: 0.637 kg
•Package weight: 0.8 kg
•Product size (L x W x H): 25.0 x
12.0 x 12.0 cm
•Package size (L x W x H): 26.3 x
14.2 x 12.6 cm