8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

1/14

Kristine Pearson

www.freeplayfoundation.org

Self-Powered Progress

Successful Market EntrySuccessful Market Entry

Strategies in AfricaStrategies in Africa

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

2/14

FREEPLAY FOUNDATIONFREEPLAY ENERGY plc

Non-profit social enterpriseestablished in 1998 in the UK

Registered charities in the UK, USand South Africa

Offices in Johannesburg & London

Operates widely across sub-Saharan Africa focusing on orphans,women. Refugees & people who are ill

Mission: to provide dependableaccess to clean, renewable energytechnologies to those most in need.

London-based publicly tradedfor-profit clean micro-energycompany established in 1995

Key markets US, Europe, Indiaand humanitarian sector

Manufactures and sells products

with patented Freeplay technologyin audio, illumination and mobilephone charging

Manufacturing in China and

India

Mission: to provide access toenergy to everyone all the time.

Share a brandShare a brandShare a brandShare a brandand a similar missionand a similar missionand a similar missionand a similar mission, but are totally separate organisations with separate boards, but are totally separate organisations with separate boards, but are totally separate organisations with separate boards, but are totally separate organisations with separate boards.

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

3/14

BATTERIES ARE ABATTERIES ARE ABATTERIES ARE ABATTERIES ARE ABATTERIES ARE ABATTERIES ARE ABATTERIES ARE ABATTERIES ARE A

GENDER ISSUEGENDER ISSUEGENDER ISSUEGENDER ISSUEGENDER ISSUEGENDER ISSUEGENDER ISSUEGENDER ISSUE

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

4/14

RWANDA PROJECT in 2000/1RWANDA PROJECT in 2000/1

101,000 children heading households

17% children orphaned by genocide,

AIDS and other diseases

1,600 spring poweredwind-up radios

distributed Radios went

with childreneverywhere

Listened all waking hours eased isolation, felt safe

Were devastated if radiobroke or malfunctioned

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

5/14

LIFELINE RADIOLIFELINE RADIO

An idea for a robust solar powered wind-up radiodesigned for vulnerable children and distance education

Won first Tech Museum of Innovation Award in 2001 From concept-to-market 2 years to create the first &

only radio engineered for the humanitarian sector

Since April 03 160,000 distributed reaching 6mlisteners in 16 countries 70% are female

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

6/14

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

7/14

End-user backwards - starting with lighting needsassessments of most vulnerable in rural and peri-

urban areas

Attention paid to what lighting is and isnt used forand it could be used to for

End users consulted in design brief engageFreeplay Energy for prototype development

Work with local organisations to train end usersand prototypes are field trialed

Direct inclusion of women and girls at every step

APPROACHAPPROACH

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

8/14

The protectionist nature ofThe protectionist nature of

AfricanAfrican (developing world)economieseconomies

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

9/14

Customs Why not manufacture in Africa?

Lack of a regional approach Fluctuating dollar & other currencies

Distribution

CHALLENGES for ALLCHALLENGES for ALL

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

10/14

Lack of infrastructure

Terrain & weather Supply chain & logistics

Security

DISTRIBUTIONDISTRIBUTION

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

11/14

Learn from vertically integrated companies

Pay attention to logistics and supply chain

Identify suitable microfinance partners

Partnerships

Involve current local energy suppliers

WAY FORWARDWAY FORWARD

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

12/14

There is no valid reason why women

cannot be involved in every aspect oflighting:

Design & testing

Maintenance & repair

Micro-finance

Sales & marketing

Each sector is a viable enterprisefor women!

WOMEN LIGHTING UP AFRICA!WOMEN LIGHTING UP AFRICA!

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

13/14

8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson

14/14

I cant think of a more noble way to have animmediate impact on the lives and future of people

who need light to help them find their way

-Actor Tom Hanks, Freeplay Foundation Patron

# # #