Marafiki Final Presentation

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.

https://energypedia.info/wiki/Kenya_Energy_Situation

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

LaunchPadCentral

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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


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




»

Relevant government

agencies»

NGOs»

Socia lgroups»

Schoo ls»


Productawareness»


awareness»

Createfinancia l

benefit awareness»

Commercia lizingthe


Affordablesourceof

ligh t ing»


oflight ing»

Bet terlight ing»

Environmentally

friendlylight ing»


andalsohasother

capabilit iese.g.

chargingmobile

phones»

Longeropen ing

businesshours»

Longerstudyhours

CUSTOM ERCUSTOM ER


Schoo ls»

Socia lgroups»


Businessmen/women

inrura lareasand


t hat lackaccessto

e lect ricit y»

Parentsofschool

goingchild reninrura l

andinformal

set t lement sthatlack

accesst oelect r icit y»


Capit a l»


Warehouse/storage

facilit ies»

CHANNELSCHANNELS

Ret ailst ores»

NGOs»

Schools»


Personne l/labour»


Market ingcost s»




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:

LaunchPadCentral



M a nu fa ct u re rs/w ho le sa le rs

»

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Cre a t e He a lt h

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»

Cre a t e fina ncia l

be ne fit a w a re ne ss


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 »

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Enviro nme n t a lly

fr ie n d lyligh t in g»

CUSTOM ERCUSTOM ER


Scho o ls»

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Cit iz e n sa t t h e

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NGOs»

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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»


Se llin g t h e p rod uct »

Re cycling ke ro se ne la mps»

LaunchPadCentral




»

Relevant government

agencies»

NGOs»

Socia lgroups»


Productawareness»


awareness»

Createfinancia l

benefit awareness»

Comme rcia liz ing


Affordablesourceof

ligh t ing»


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


Schoo ls»

Socia lgroups»


Cit izensatthebaseof

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t oelect r icit y»

Cit izenslivingin


wholackaccessto

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Capit a l»


Warehouse/storage

facilit ies»

CHANNELSCHANNELS

NGOs»

Ret ailst ores»


Personne l/labour»


Market ingcost s»




LaunchPadCentral




»

Relevant government

agencies»

NGOs»

Socia lgroups»


Productawareness»


awareness»

Createfinancia l

benefit awareness»

Commercia lizingthe


Affordablesourceof

ligh t ing»


oflight ing»

Bet terlight ing»

Environmentally

friendlylight ing»


andalsohasother

capabilit iese.g.

chargingmobile

phones»

Lon g e rst u dy

h ou rsforst ud e n t s

»

CUSTOM ERCUSTOM ER


Schoo ls»

Socia lgroups»




t oelect r icit y»

Cit izenslivingin


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


Capit a l»


Warehouse/storage

facilit ies»

CHANNELSCHANNELS

NGOs»

Ret ailst ores»


Personne l/labour»


Market ingcost s»




LaunchPadCentral




»

Relevant government

agencies»

NGOs»

Socia lgroups»


Productawareness»


awareness»

Createfinancia l

benefit awareness»

Commercia lizingthe


Affordablesourceof

ligh t ing»


oflight ing»

Bet terlight ing»

Environmentally

friendlylight ing»


andalsohasother

capabilit iese.g.

chargingmobile

phones»

Lon g e rst u dy

h ou rsforst ud e n t s

»

CUSTOM ERCUSTOM ER


Schoo ls»

Socia lgroups»




t oelect r icit y»

Cit izenslivingin


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


Capit a l»


Warehouse/storage

facilit ies»

CHANNELSCHANNELS

NGOs»

Ret ailst ores»


Personne l/labour»


Market ingcost s»




LaunchPadCentral




»

Relevant government

agencies»

NGOs»

Socia lgroups»


Productawareness»


awareness»

Createfinancia l

benefit awareness»

Commercia lizingthe


Affordablesourceof

ligh t ing»


oflight ing»

Bet terlight ing»

Environmentally

friendlylight ing»


andalsohasother

capabilit iese.g.

chargingmobile

phones»

Longerstudyhours

forstudent s»

Longeropen ing

CUSTOM ERCUSTOM ER


Schoo ls»

Socia lgroups»




t oelect r icit y»

Cit izenslivingin


wholackaccessto

e lect ricit y»

Cit izensinurban

areassupport ing

t heirfamiliesup

count rywhodonot

haveaccessto

e lect ricit y»

Businessmen/women

inrura lareasand


t hat lackaccessto


Capit a l»


Warehouse/storage

facilit ies»

CHANNELSCHANNELS

NGOs»

Ret ailst ores»


Personne l/labour»


Market ingcost s»




LaunchPadCentral




»

Relevant government

agencies»

NGOs»

Socia lgroups»


Productawareness»


awareness»

Createfinancia l

benefit awareness»

Commercia lizingthe


Affordablesourceof

ligh t ing»


oflight ing»

Bet terlight ing»

Environmentally

friendlylight ing»


andalsohasother

capabilit iese.g.

chargingmobile

phones»

Longerstudyhours

forstudent s»

Longeropen ing

CUSTOM ERCUSTOM ER


Schoo ls»

Socia lgroups»




t oelect r icit y»

Cit izenslivingin


wholackaccessto

e lect ricit y»

Cit izensinurban

areassupport ing

t heirfamiliesup

count rywhodonot

haveaccessto

e lect ricit y»

Businessmen/women

inrura lareasand


t hat lackaccessto


Capit a l»


Warehouse/storage

facilit ies»

CHANNELSCHANNELS

NGOs»

Ret ailst ores»

Scho o ls»


Personne l/labour»


Market ingcost s»




LaunchPadCentral




»

Relevant government

agencies»

NGOs»

Socia lgroups»

Sch oo ls»


Productawareness»


awareness»

Createfinancia l

benefit awareness»

Commercia lizingthe


Affordablesourceof

ligh t ing»


oflight ing»

Bet terlight ing»

Environmentally

friendlylight ing»


andalsohasother

capabilit iese.g.

chargingmobile

phones»

Longerstudyhours

forstudent s»

Longeropen ing

CUSTOM ERCUSTOM ER


Schoo ls»

Socia lgroups»




t oelect r icit y»

Cit izenslivingin


wholackaccessto

e lect ricit y»

Cit izensinurban

areassupport ing

t heirfamiliesup

count rywhodonot

haveaccessto

e lect ricit y»

Businessmen/women

inrura lareasand


t hat lackaccessto


Capit a l»


Warehouse/storage

facilit ies»

CHANNELSCHANNELS

NGOs»

Ret ailst ores»

Schoo ls»


Personne l/labour»


Market ingcost s»




LaunchPadCentral




»

Relevant government

agencies»

NGOs»

Socia lgroups»

Schoo ls»


Productawareness»


awareness»

Createfinancia l

benefit awareness»

Commercia lizingthe


Affordablesourceof

ligh t ing»


oflight ing»

Bet terlight ing»

Environmentally

friendlylight ing»


andalsohasother

capabilit iese.g.

chargingmobile

phones»

Longerstudyhours

forstudent s»

Longeropen ing

CUSTOM ERCUSTOM ER


Schoo ls»

Socia lgroups»


Businessmen/women

inrura lareasand


t hat lackaccessto

e lect ricit y»

Parentsofschool


andinformal




Capit a l»


Warehouse/storage

facilit ies»

CHANNELSCHANNELS

NGOs»

Ret ailst ores»

Schoo ls»


Personne l/labour»


Market ingcost s»




LaunchPadCentral




»

Relevant government

agencies»

NGOs»

Socia lgroups»

Schoo ls»


Productawareness»


awareness»

Createfinancia l

benefit awareness»

Commercia lizingthe


Affordablesourceof

ligh t ing»


oflight ing»

Bet terlight ing»

Environmentally

friendlylight ing»


andalsohasother

capabilit iese.g.

chargingmobile

phones»

Longeropen ing

businesshours»

Longerstudyhours

CUSTOM ERCUSTOM ER


Schoo ls»

Socia lgroups»


Businessmen/women

inrura lareasand


t hat lackaccessto

e lect ricit y»

Parentsofschool


andinformal




Capit a l»


Warehouse/storage

facilit ies»

CHANNELSCHANNELS

Ret ailst ores»

NGOs»

Schools»


Personne l/labour»


Market ingcost s»




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

Date post:	12-Jul-2015
Category:	Education
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Marafiki Final Presentation

Education