DEVELOPING ENERGY ENTERPRISES IN EAST AFRICA
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CONTENTS Message from the Regional Programme Manager
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ICS
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Farooq Kiryowa
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Rahel Shigella
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Janet Odeyo
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Jackline Awino
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Briquettes
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Patrick Mwangi
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Margret Kisakye
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Deborah And Charles Ssenyonjo
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Jude Kabanda
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Solar
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Athman Ndoro
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Ruth Musenye
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Kennedy Matovu
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Frank Gilbert
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Magdalene Nganzi
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Business Plan – Question Format
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Entrepreneurial Tips
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Other Programmes
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Lessons from DEEP
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GVEP would like to thank the following implementing partners of DEEP: IT Power Eastern Africa, Aga Khan Foundation, East African Energy Technology Development Network (EAETDN) and Practical Action GVEP INTERNATIONAL
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Developing Energy Entrepreneurs Project (DEEP) is funded by the European Union and the Dutch Government
Message from the Regional Programme Manager
Developing Energy Enterprises Project (DEEP)
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mplementing DEEP has been a unique, unforgettable and, at times, challenging journey. However, flexibility, dedicated focus and support from the GVEP family, European Union and Dutch Government has made it possible to achieve the Project’s results. DEEP was started in 2008 as an innovative initiative supporting micro and small energy enterprises (MSEEs) to grow and formalise their businesses in order to create sustainable avenues for clean energy access in primarily rural communities. The rationale of implementing DEEP was due to identified gaps in the East African energy access landscape – MSEEs could be a solution to unlock and enhance access to clean energy products and services if an appropriate intervention was put in place. DEEP has provided this primary support through nurturing MSEEs through a menu of activities including: business development support, energy technology improvement support, mentorship, coaching and business financial linkage. Through the five years the project has been under implementation, it has achieved the following key results:
improved cookstoves, briquettes, solar phone charging and solar lighting; • Changed how the MSEEs do business through enterprise-enterprise linkage, marketing and promotional events, business planning, products improvement and standardisation among others. It is our hope and belief that the fruits of the project will continue to be reaped in the short and long term through the market based foundation set. This booklet provides a sample of real life cases of energy businesses that have been supported by DEEP in Kenya, Uganda and Tanzania. We hope it will provide valuable lessons and experiences and also serve as a platform of inspiration. Lastly, we hope this publication enables readers to identify themselves with the beneficiaries at the centre of this project – the hard-working entrepreneurs at the Bottom of the Pyramid.
• Supported over 1000 MSEEs of which 900 Daniel Macharia are active and delivering products and services to their communities — 38% of the businesses are led by women; • Created approximately 3000 jobs; • Reached over four million benefi ciaries Regional Programme Manager, DEEP with energy products and services such as
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Contact us London (Head Office)
Tanzania
GVEP International Fifth Floor - Totara Park House 34-36 Gray’s Inn Road London WC1X 8HR United Kingdom
GVEP International Seif Plaza Building Mwanza, Tanzania
Telephone: +44 (0) 207 242 8602 Fax: + 44 (0) 207 430 1639 E-mail: info@gvepinternational.org
Kenya (Africa Regional Office) GVEP International Kiganjo House, Rose Avenue Nairobi, Kenya Telephone: +254 20 271 41 64/5 Mobile: +254 (0) 722 508 798 E-mail: east.africa@gvepinternational.org
Telephone: +255 (0) 737 180 870 E-mail: east.africa@gvepinternational .org
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Uganda GVEP International Plot 35, Jinja Road, UCDA Building First Floor, Suite 1.6 Kampala, Uganda Telephone: +256 (0) 414 25 70 24 E-mail: east.africa@gvepinternational.org Produced by the Communications Department of GVEP International
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IMPROVED COOKSTOVES
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IMPROVED COOKSTOVES
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n improved cookstove is one which is more energy efficient compared to traditional cooking methods and hence uses less biomass to cook the same amount of food. Many improved cookstoves also reduce the amount of smoke and harmful emissions given off by the burning biomass. Throughout East Africa the majority of the population rely on biomass to meet their cooking needs. Traditional cooking methods such as the three-stone fire are often used, which have a thermal efficiency of around 10-15%, meaning that much of the heat generated is lost to the surroundings and not used for cooking the food. Improved cookstoves can have a thermal efficiency of 20-40%, maximizing the heat transferred to the pot, hence saving on the amount of fuel required by 25-60%. Improved cookstoves have been
promoted in East Africa by various organisations since the early 1980’s. Most improved cookstoves use charcoal or wood, the most commonly used fuels in many areas of East Africa. They can vary in shape and size from small domestic stoves to larger institutional stoves. Many improved cookstoves are made locally by individual artisans, women’s groups and small and medium enterprises. The stoves often have a ceramic liner surrounded by a metal cladding which is held in place by an insulating mixture. Some improved cookstoves in the market are imported from other countries. Different types of businesses exist within the improved cookstove sector from producing individual components of the stove to assembling improved cookstoves to distribution and selling. As of December 2012, DEEP had 374 improved cookstove entrepreneurs in East Africa.
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Farooq KIRYOWA
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arooq Kiryowa’s journey in the improved cookstove business began with a startup of UGX1.5 million (USD588) in 2006. “We had to get any way of surviving, so that’s how we came about collecting contributions and starting this business,” he explains. Farooq and his co-founders, Sula Semuyaba, Abdul Busulwa, were introduced to GVEP in 2009 through a mobilisation drive. Based in Kawempe in the outskirts of Kampala, Energy Uganda Foundation now offers employment to seven permanent and four part-time staff. Their drive and determination to succeed in this line of
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business was complemented by the personalised attention received from GVEP on matters of business and technology mentorship steered them in the right direction. Farooq feels that in a competitive industry, the marketing support, in particular, has kept Energy Uganda Foundation one step ahead. “Stove manufacturers grew like mushrooms. Everyday you’d hear about a new one coming up,” he states. “The training and lessons we have gotten have given us an advantage because GVEP has helped us access places we hadn’t thought of reaching out to.” He continues, “We are able to reach those outside Kampala in places like Mbale (app
230km from Kampala) and Soroti (app 385km northeast from Kampala).” Farooq cites more examples of how he has applied the knowledge gained from GVEP to his business. “First, my product appears more attractive than others in the market. They used to look like every other stove, so we started by putting stickers on them and we also have brochures and business cards. We give a oneyear warranty for each stove.” The majority of Farooq’s customers are supermarkets and hardware shops that stock his cookstoves but they also cater to individual customers. Farooq and his team also target organisations and other places of work. Farooq says that getting access to funds to develop has been a challenge. “The only thing disturbing Ugandans is access to working capital. I know people want to work but they
don’t have the means to finance their ideas,” explains Farooq. However in August 2011, Farooq was approved for a loan of UGX3.75 million (USD1,470) with UGX393,000 (USD155) monthly repayments from FINCA, facilitated by GVEP’s Loan Guarantee Fund. The money was used to purchase a pickup and expand his work space. “Transport was previously eating largely into the profits.” Before buying the pick-up, transport costs alone were at UGX600,000 (USD235) per month, but now stand at UGX300,000 (USD118), inclusive of maintenance. As a result of his business’ growth, Farooq who has been able to put himself through university and will be graduating with a degree in banking finance in 2013. Daniel Were, Farooq’s business mentor adds, “Farooq is very vigorous and focused entrepreneur looking at the sky as the only limit. He has started up a training section for those who want to learn about ICS production. I have seen Farooq grow from monthly sales of UGX1 million to four million (USD392 – 1,570).”
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Farooq (right) with partners Sula (centre) and Abdul
Name of business: Energy Uganda Foundation Regional Business Mentor: Daniel Were Changes in the business:
• Increased number of full time employees • Secured and repaid two loans in order to expand production premises and buy transport • Secured carbon credits with assistance from a Uganda-based organisation
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Rahel SHIGELLA
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s a producer of improved cookstoves, Rahel Shigella has a thriving business reaching out to customers across Tanzania including Mwanza, Dares-Salaam, Dodoma and Arusha. Rahel became involved with GVEP in 2008 as an existing cookstove maker. She received further training to hone her technical and business skills. On the technology side, Rahel learnt the method of firing her clay liners in a kiln to increase durability. This meant that the liners were no longer prone to cracking easily, a problem that used to occur with her sun-dried liners. Traditionally, villagers from Mwanza and the surrounding areas use a simple three-stone fire fuelled by wood. However, with the help
of GVEP, Rahel has successfully been able to promote and market her products in a way which builds awareness, appreciation and a high demand for them. A pack of three wood sticks costs TZS500 (USD0.30) which can be used up in a single day. “It’s very expensive,” Rahel explains. “But for the ICS, you only need to spend TZS200 (USD0.10) and it will last for three days, sometimes more. It’s a huge saving.” To further market her stoves, Rahel has two sign posts which read: Conserve the environment by using improved cook stoves and planting trees. Aware of the value of good customer service, she interacts with her customers in a pleasant manner, ensuring they have a positive experience which they can also
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Rahel (left) with samples of her cookstoves
tell other potential customers about. Aside from her home, Rahel has been able to set up a second selling point in town, at a government institution which helps young entrepreneurs. It is considered a “one-stop shop” where a representative sells the stoves on her behalf for a share of the profit. Due to the growth Rahel’s business has experienced, she is able to employ three people to help produce the cookstoves. Opening a bank account is an additional
Name of business: Shigella Jiko Sanifu Enterprise Regional Business Mentor: Innocent Isanzu Changes in the business:
• Improved production technique • Employed three people to produce cookstoves • Secured second selling point
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important step Rahel took for her business. With an account, a potential lender can track her cash flow – a critical requirement which all Tanzanian financial institutions enforce before providing loans. Prior to the extra training, Rahel was only selling three to five cookstoves each month, but now sells as many as 70. For each one, she charges TZS5,000 (USD4) – with exceptions. “I know the income of the people around here is very poor so I sometimes sell them for TZS3,000 (USD2). But in Shinyanga where income is higher they can be sold for as much as TZS10,000 (USD6),” she explains. Rahel now also sells briquettes alongside the stoves. As her business has grown, Rahel has been able to build another home in the area and buy a solar home system. “I will always be keeping my business records properly, even without GVEP’s supervision,” says Rahel. “I will also continue searching for more markets for my products.”
Janet ODEYO
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or years, Janet Atieno Odeyo used to pay regular visits to the Keyo Pottery workshops. As a newly married woman she would assist her mother-in-law and Keyo member, Florida Ogada, in the neighbouring homestead. It was during these
visits that Janet learnt the skills of ICS production from Florida and developed much interest in the business. In 2006 she decided to officially join Keyo and take the business seriously. Coming from a very humble background, Janet started her business using a KES2,000 (USD24) capital
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obtained from a rotational savings and credit association. “At the beginning things were not easy. I used to transport clay in a bucket on my head from the river bank,” recalls Janet. “This was very tiresome and time-consuming.” For four years she ran her enterprise without using proper business skills; Janet always took the prices offered by customers with very little negotiation and without calculating whether they were profitable or not. She also did not keep any records to track her activities often leading her business to run short of working capital as she did not understand the importance of separating business funds from the family funds, which resulted in overspending. Janet came to realise some critical business mistakes she had been making for years during a GVEP business training in 2010. “Two sessions were indeed very useful to me and forever became eye opener,” states Janet. These included costing and pricing as well as cash management during which she learnt how to channel her revenues into specific business and family needs. She also learnt that funds should
Name of business: Janetto Clay Works Regional Business Mentor: Elly Odhiambo Changes in the business:
• Obtained clear unerstanding of the importance of cash maangement • Employed two full-time labourers • Constructed a kiln to fi re clay liners
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first be allocated to working capital before anything else. With the continuous support from Elly Odhiambo, Janet’s GVEP assigned Business Mentor, she has been able to perfect her skills of balancing her cash books, setting prices and keeping business records which are now key reference materials and inform her decisionmaking. With improved business management skills arising from GVEP’s intervention, Janet’s enterprise has become more profitable. She is able to comfortably service two loans at that she received from the Kisumu branch of the Kenya Women’s Finance Trust and Eclof Kenya of KES100,000 and KES70,000 respectively (USD1,170 and USD820). The profits from the increased production have enabled her to construct her own production store and kiln. “I no longer experience delays in firing due to long queues at the group kiln,” Janet says. “This has increased my efficiency and sales.” The business also pays her two permanent labourers besides paying for the education of her children. “Having the loans has kept me on my toes and made me set high production and
Janet with Elly Odhiambo, her Regional Business Mentor
“AT THE BEGINNING THINGS WERE NOT EASY. I USED TO TRANSPORT CLAY IN A BUCKET ON MY HEAD FROM THE RIVER BANK.” sales targets,” Janet acknowledges. “Currently I sell a minimum of 60 units of Uhai complete, 1,000 units of Kenya Ceramic Jiko (KCJ) liners, 30 units of Upesi liners and five units of Upesi portables a month translating to approximately KES78,000 sales revenue per month. This
has been my motivation in business and a contribution towards my success. I however look forward to having more financial freedom in the near future when my business will be thriving without any loans,” says Janet.
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Jackline AWINO END USER
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ackline Awino is a middle aged widow from Kisumu, Kenya where she lives with her seven children. According to the customs of her Luo tribe, Jackline prepared meals in her mother-inlaw’s kitchen during her first three years of marriage. This is seen as a way of mentoring a newly married lady into becoming a caring wife and mother. Jackline’s mother-in-law’s kitchen had the traditional three-stone open fire common in most African homesteads. “During this period fuel wood was readily available and not scarce as it is now,” she notes. “The community had land reserved where women could go and fetch firewood. Besides this, most homesteads were fenced with euphorbia plants which also provided supplementary fuel wood to the households.” In Jackline’s opinion the depletion of trees and an increased population have put pressure on the village’s natural fuel wood sources. Also, the traditional Euphorbia fences have since been replaced with barbed wire in most homesteads, adding to the
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fuel wood scarcity in the village. Upon establishing her own home, Jackline noticed that using the traditional three-stone fire was neither easy nor convenient as her hut was poorly ventilated. However, in 2010 she was introduced to an improved
cookstove by Janet Odeyo of Keyo Pottery. Curious about the benefits of such a cookstove, Jackline bought one at KES750 (USD9) using money from a savings group of which she is a member. Today, Jackline says she cannot think of going back to the three-stone fire. She praises the stove as it emits less smoke and uses less fuel wood. Currently Jackline spends about KES30 (USD0.35) per day on firewood, an amount sufficient to meet her household’s demand. Food cooks faster than when she used the traditional stove. Her younger son, Alex, who used to suffer from smoke-related allergies, has of late been well. Jackline says her home is cleaner due to reduced levels of smoke and soot. Her children are also happy because they currently go school with uniforms free from the overbearing smell of smoke. Jackline also explains that using her improved cookstove has relieved her from cooking at just one fixed position in the house as she used to do. She now has the freedom to cook anywhere she wishes. “I call this Kisasa my mobile cookstove because I can carry it wherever I go. Even though I still live in this small grass thatched house, I now live with more than before because of this Kisasa stove,” says Jackline. “I have indeed become Janet’s sales agent in my village, encouraging my fellow women to buy this stove because of its benefits. Long live Kisasa!”
“I CALL THIS KISASA MY MOBILE COOKSTOVE BECAUSE I CAN CARRY IT WHEREVER I GO.” | 15
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BRIQUETTES
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iomass briquettes are a form of solid fuel that can be burned for energy on a domestic and industrial level. They are created by compacting loose biomass residues into solid blocks that can replace fossil fuels, charcoal and natural firewood for domestic and institutional cooking and industrial heating processes. Briquettes have the potential to be a source of renewable energy if they are made from sustainably harvested biomass or waste agricultural residues. Charcoal dust, saw dust, bagasse (sugar cane remains), coffee husks, maize cobs and cassava flour are components that can be used to create briquettes. Briquettes can be carbonized, meaning that most of their ingredients have been partially pre-burned, or uncarbonized. The advantage of carbonized briquettes is that they are virtually smokeless when heated. For both forms of briquettes, the materials are then compressed
either by hand or using a machine. Due to the increasing need for alternative fuel within East Africa, briquettes can serve as an affordable and environmentally alternative to traditional forms of fuel such as charcoal and wood. They are suitable for cooking and water heating in households, heating productive processes including poultry rearing and tea drying, firing ceramic products, powering boilers to generate steam and fuelling gasifiers to generate electricity. As of December 2012, DEEP had 152 briquette entrepreneurs in East Africa. In February 2012, GVEP produced a study entitled Briquette Businesses in Uganda: The potential for briquette enterprises to address the sustainability of the Ugandan biomass fuel market. To read the study, go to http://www. gvepinternational.org/sites/default/files/ briquette_businesses_in_uganda.pdf
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Patrick MWANGI
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“GVEP ASSISTED ME TO STREAMLINE MY BUSINESS AND HAVE A GOOD ACCOUNTING SYSTEM THROUGH MENTORSHIP.”
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atrick Mwangi is a Kenyan inventor and entrepreneur. Based in Nyeri, a town in the agriculturally rich central region of the country, he was inspired to start producing briquettes after seeing the enormous amounts of waste which come from farms and other sources. Patrick seized the opportunity to recycle the waste and make money from it; he produces briquettes using organic, agricultural or domestic waste material, including sawdust, bagasse, paper, coffee waste, rice husks and charcoal dust. Briquettes have many advantages compared to other fuels. “They conserve the environment, as we avoid cutting down trees,” Patrick explains. “The user gets long burning hours. With one stove load you can prepare tea, pasteurise milk and cook some stew. You can also use the rest of the water for bathing in the morning, and it will be hot. You can’t get all of this from the normal charcoal.” With a customer base comprising of mainly domestic users and small business owners, Patrick sells a 50kg sack of briquettes for KES750 (USD9). A sack of ordinary charcoal is KES1,500 – 2,000 (USD18 – 24) and will only last half the time, showing that using briquettes can be cost effective. Aside from briquettes, Patrick also designs the machines that produce them, something he began eight years ago,
but initially had many difficulties. “I got some scrap metals and an electric motor and tried to develop the machine working on the principles of a meat-mincer,” he says. “Back then there was not as much information as there is today on the internet.” A trained aircraft technician, Patrick worked for the air force before starting his business 25 years ago. “Immediately after I succeeded in making the machine, people became interested and began ordering. They were not without problems, but my customers have helped me to grow and now they are being developed with few issues occurring.” The cost of a motorized machine including labour is about KES100,000 (USD1,220) but continues to fluctuate depending on the strength of the currency. Patrick will typically sell one machine for KES150,000 (USD1,830) making a KES50,000 (USD610) profit for himself. He also sells the manual version of his machine for KES12,000 (USD150). Patrick came across GVEP by chance while making general enquiries about renewable energy. He attended training to help him market and manage his business. Central Kenya is home to numerous tea and other processing factories. In a bid to reduce deforestation, industries in the area are being discouraged by the Government to use firewood. Patrick has been approached to
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provide non-carbonized briquettes with a tea factory that needs an average of seven tonnes per week. He is addressing this challenge by designing a hydraulic press machine specifically for non-carbonized briquettes. Patrick’s advice to the growing entrepreneur who wants to start a similar business is that briquetting can be viable business and is just picking up in the country. “I am really grateful to have a working relationship with GVEP because they’ve given me exposure to people I would never have reached on my own,” says Patrick. “They facilitated my acquisition of the Kenya Bureau of Standards mark of quality which I will now put on our brand of briquettes. This will give our customers much more confidence and we can now easily export to neighbouring countries.”
Name of business: Alfastar Innovations Regional Business Mentor: George Theuri Changes in the business:
• Diversified into fabrication of briquette machines - monthly sales have grown to reach KES153,750 and 205,000 (USD1,875 and 2,500) from briquette machine fabrication and briquettes respectively • Obtained Kenya Bureau of Standards mark of quality • Obtained additional office and production space as a result of rising demand and increased profits
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Margret with customers
Margret
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argret Kisakye, 34, runs a briquette making business from Kimaanya, Uganda. In 2009, the mother of two was introduced to GVEP, sparking her interest in starting a business producing briquettes. Sano Briquette Manufacturers, her enterprise, offers hand and machine-made briquettes produced from charcoal dust, grass waste, banana skins and cassava flour. When it comes to marketing her products, Margret gives out free samples to potential customers and goes house-to-house. She also takes advantage of local gatherings and community meeting to promote her
KISAKYE
business and displays briquettes outside her shop. The overriding message she makes sure people understand is that briquettes save users money while helping the environment. As well as local households Margret sells to institutions including VI Agro Forestry, schools and poultry farmers, attracting customers from up to 20km away. Some even take her briquettes – which she sells at UGX1,000 (USD0.40) per kg – back to Kampala. Through her business training, Margret has learnt how to balance her books and reviews her pricing every few months to ensure she has a balanced profit but does not place herself outside the reach of her customers.
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Margret has also benefited from technical mentoring from IT Power, one of GVEP’s partners in East Africa. She explains, “At first my briquettes gave off smoke and people were complaining. I would just mix all the ingredients together; the mentors showed me how to use the right measures. Now my briquettes don’t produce smoke and my sales have increased.” In January 2012, Margret was invited to be part of a widely popular radio talk show Kiliza oba Gaana (Agree or Disagree) on Central Broadcasting Station, one of Uganda’s most prominent vernacular stations. After the broadcast, Margret gained new clients including three schools and has trained 60 people in briquette-making for a fee of UGX50,000 (USD20) per person. “I received so many phone calls from the public after the show,” she says. “The challenge was
Name of business: Sano Briquette Manufacturers Regional Business Mentor: Brian Mugume Changes in the business:
• Expanded business to two new outlets in Kibimba and Kyotera • Employed two permanent and four part-time employees • Obtained a loan and increased production through purchasing a mechanised briquettes machine
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to keep up with the demand!” Margret has registered her business and opened a bank account. She uses the profits to invest back into her business. She states, “As a result of GVEP’s support, I got a loan worth UGX2,500,000 (USD 980) which I used to improve on the quality and quantity of briquettes production. I have opened up two branches in Kyotera and Kibimba. I have also hired the services of two permanent workers – one in Kibimba and another one in Kyotera handling sales and marketing.” Margret channelled the loan into buying a mechanised briquette machine which has enabled her to double her production capacity – as well as improving her production facilities. This was especially important as her initial machine had broken down in 2012, negatively affecting her production. Margret has also been able to diversify into selling improved cookstoves as both technologies are complementary. “I have been able to build an additional room on my house which will be used as a store for the briquettes. All the money to build this house was raised from the sale of briquettes,” says Margret.
Deborah and Charles SSENYONJO
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eborah and Charles Ssenyonjo are agricultural farmers based in southern Uganda. Parents of five, they have made their living off growing seasonal crops, particularly maize, beans and sweet potatoes. Deborah had heard about briquettes in the past but first tried them when she was given a sample by entrepreneur Margret Kisakye. “I knew Margret from before as we live in the same area and meet at the same social functions,” says Deborah. “After trying out the briquettes for cooking our family meals, I shifted for good. I realised how much I’d been suffering with charcoal because of the expense.” The Ssenyonjos estimate that they have reduced their monthly budget that was reserved for charcoal by over 50%. Previously, they used to buy three sacks of charcoal per month at UGX20,000 (USD8) per sack. After switching to briquettes, one sack lasts for at least six weeks. Deborah says she has experienced a variety of positive changes with briquettes such as reduced
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time spent cooking and a constant level of heat. The Ssenyonjos signed up for a one-day training offered by Margret to the community on briquette production and have been producing their own handmade briquettes for their domestic consumption since November 2011. Charles adds, “The materials are readily available and the only things we pay for are the cassava flour at UGX2,500 (USD1) per kilo and charcoal dust at UGX1,500 (USD0.6).” With this they are able to produce one wheel-barrow of handmade briquettes. They have also made a self-styled carbonizer and are intent on expanding their briquettes production for commercial purposes and purchasing a briquettemaking machine. “It is a good way to earn income,” states Deborah. “It’s also a good way of cost-savings on the part of the consumer and it is better for our environment.” One last benefit the Ssenyonjos add is that they have been able to channel the extra money saved into the care of their children, in particular school fees.
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Jude
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KABANDA
our years ago Jude Kabanda began his business and Community Based Organisation, Friends of the Environment (FOE). Operating from Makindye, a suburb of Kampala in Uganda, his company produces briquettes for local people and businesses. It used to be that all of Jude’s briquettes were handmade, the sales of which made him less than UGX10,000 (USD4) per week. He was able to acquire a small machine, but found that his products were still poor quality and prone to smoking. “They didn’t perform as well as the charcoal people were using before,” says Jude. “So they just stopped buying. Since I joined GVEP’s programme in June 2009 many things have changed,” he states. Jude attended technical training sessions, which enabled him to perfect his briquette recipe. “Our briquettes are now in high demand,” he says. “The programme introduced me to the Appropriate Rural Technological Institute (ARTI) Uganda. I bought a more efficient machine from them, which helped me to dramatically increase our production capacity.” Armed with his new machine, Jude increased production in his briquette-making business more than sevenfold in less than a year. Since the start of 2010, his monthly sales have grown from approximately UGX210,000 (USD94) to UGX2.2 million (USD958). After discussions with a GVEP business mentor, Jude has also been able to expand his product range. He now produces long, cylindrical briquettes, though he continues to
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make his original style of round briquettes: “The round handmade version is my history,” he explains. “And I want to show others that they do not need heavy investments to start a briquette business. You can still do it even if you only have your hands.” When he received two further machines as a gift from The Rotary Club taking him up to three in total, Jude decided to expand his workforce and invited six local women to work with him as apprentices. As well as learning how to make briquettes, the women are also involved in the business. Together they pool their resources and collect or buy locally available material to make the briquettes. The proceeds raised from the sales are deposited in a communal bank account, from which the women can take out loans to start up their own small enterprises. Jude is now passing on his knowledge and runs training sessions for other briquette entrepreneurs who want to improve their skills and set up businesses, which also supplements his own family’s income. Jude has also attended various networking sessions organised by DEEP, helping him to expand his contacts with other producers,
retailers and suppliers across Uganda. As a result, FOE’s customer base has expanded and FOE is now supplying some big hotels and rotary clubs around Kampala as well as local householders. Daniel Were, Jude’s business mentor adds, “Jude has grown from one level to another. He’s grown from selling just 20kg to over 1,000kg in a month. I’m so proud of seeing him develop to this level. I’ve helped him develop his management structure and how to get new markets.” In 2011, Jude was offered the opportunity to become a technology mentor with one of GVEP’s partners IT Power. As a technology mentor, Jude is responsible for 100 briquette entrepreneurs in Uganda, advising them on quality and production. Due to the local demand, Jude has recently diversified into producing manual briquettes machines which he sells from UGX250,000 – 500,000 (USD109 – 225) each.
Name of business: Friends of the Environment (FOE) Regional Business Mentor: Daniel Were Changes in the business:
• Increased production over the years from 20kg to over 1,000kg per month • Diversifi fi ed into machine fabrication • Hired to become a Technology Menter with IT Power East Africa
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SOLAR
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SOLAR PV
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olar photo-voltaic (PV) is a technology used for converting energy from the sun into electricity. Solar charging is a viable business in most rural areas in Africa, able to provide services for mobile phone charging, car battery charging and lantern charging. According to the International Energy Agency, lack of access to national electricity grids for rural populations in East Africa is 98% in Tanzania, 95% in Kenya and 96% in Uganda. Solar PV offers an alternative to kerosene, generator power and dry cells on the continent. While many in urban areas take the idea of charging a mobile phone for granted, residents in most rural areas do not enjoy this luxury. They are often faced with travelling long distances up to three times per week to ensure their mobile
phones stay charged; solar phone charging businesses help meet the needs of residents within such areas. Regarding lighting, solar powered lamps such as LED (Light Emitting Diode) offer an ideal alternative to candles or kerosene lanterns by giving a better quality of light while also reducing the risk of unnecessary fires and indoor pollution. As of December 2012, DEEP had 328 solar charging and solar PV entrepreneurs in East Africa. In September 2011, GVEP produced a report entitled Phone Charging Micro-businesses in Tanzania and Uganda. To read the report, please go to http:// www.gvepinternational.org/sites/default/files/ phone_charging_businesses_report_with_gsma_ final_for_web_0.pdf
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Athman (right) during a mentoring session
Athman NDORO
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thman Ndoro, 30, is an entrepreneur from Mlola village along Kenya’s coast. With a young family to take care of and wanting to improve his economic lot in life, he believed going into business would be a good way to supplement his income as a drought monitoring officer with a local project. In 2009 he was introduced to and joined a business and technology training run by GVEP.
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While phone penetration rates in urban Africa are at 100%, only 30% of rural Africans are phone users. This is partly because of inadequate network coverage, but also because of the problem people experience in charging their phones. Athman had already identified a gap in the market in solar energy from which he would be able to charge mobile phones, something that had proved expensive and timeconsuming for mobile phone owners as they
would have to travel long distances to do so. However his method of using a car battery as opposed to a solar inverter was inefficient. Athman’s business mentor, adds, “Prior to the training, Athman relied on his own limited knowledge to run his business. He had the ambition but was challenged when it came to ways to make his enterprise stronger.” Athman has managed to move his solar mobile phone charging business from his home at Mlola to a more strategic place at Mwabila trading centre next to a primary school. Athman’s wife has also assisted in growing the business by securing a loan of KES20,000 (USD235) from the Kenya Women’s Finance Trust in March in 2011 which he used to purchase a 40W panel and solar battery of 50Ah. Through the mobile-charging business, they are able to comfortably handle the KES2,400 (USD28) monthly repayments and also save some of their income. Though the upfront cost of purchasing a solar home system is high, it usually pays itself back in a few months. This is because solar PV not only fulfils the electricity needs of a household, by replacing kerosene and petrol fuelled generators, but it provides
new income generating opportunities. “The training with GVEP educated me in managing my business well. I learnt how to keep clear records, get the right technology and take my business seriously,” comments Athman.
Name of business: Duruma Mobile Charging Regional Business Mentsor: Stephen Munyao Changes in the business:
• Relocated the business from his domestic residence to a trading centre • Improved sales from an average of KES2,000 to KES7,200 (USD23 to USD85) per month - as of December 2012, Athman was charging an average of 25 – 35 phones per day up from 6 – 10 previously
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Ruth MUSENYE
D
espite recent progress, many regions in Tanzania are still grappling with low access to electricity. Ruth Musenye is overcoming these challenges by expanding and diversifying her solarcharging business. Ruth and her husband, Thomas, live with their five children in Ibongoya, a remote village in the interior of Misungwi district near Lake Victoria. In order to charge their phones, villagers have to travel at least 12km to the district capital’s main market; this return journey costs up to TZS1,000 (USD0.66) – or half a day’s work. With GVEP’s assistance, Ruth has been able to convert these challenges into a business opportunity. Ruth and her husband invested in small solar panel systems for phone-charging and lighting, obtaining
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two 14 Watt panels from Zara Solar in Mwanza at a cost of TZS450,000 (USD300). To diversify their income the couple started a video show business in the Ibongoya market and added a mobile phone charging service to their business venture. She now charges 25 – 30 phones a day at the cost of TZS300 (USD0.20) each, an increase from 5 – 10 previously. Yet Ruth is not the only one to benefit; she has saved her phone-charging customers in Ibongoya the equivalent of TZS2,000 (USD1.30) they would have spent on transport to travel to Misungwi centre to charge their phones at least twice per week. As well as one-on-one business and technology mentoring, Ruth has had the opportunity to interact with other solar energy entrepreneurs and product suppliers. In order for her to be able to keep tabs
on her progress and draw up business plans, Ruth was provided with business development training in accounts and record-keeping. She recalls the experience: “I learnt how to record my income and expenses. Before the training I didn’t record sales, I kept money in my pocket and spent it. I was also happy to share experiences and learn from others on the training.” The training has also provided Ruth with the know-how to apply for credit independently and take full charge of the day-to-day running of the business. The statistics speak for themselves. Despite not employing anyone outside her immediate family, Ruth has been able to serve a greater number of clients – an average of 34 customers daily. Under GVEP’s guidance, she has finalised her business plan and submitted her application to SIDO (Small Industries Development Organisation), a government operated micro finance institution in Mwanza while continuing to keep a meticulous record of her daily transactions, sales and expenses.
Ruth (right), Thomas and their children
Name of business: TRC Phone Charging Regional Business Mentor: Innocent Isanzu Changes in the business:
• Increased number of customers from 5 – 10 per day to over 30 per day • Opened two barber shops which operate with solar energy • Successful link made to Small Inustries Development Organisation (SIDO)
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Kennedy MATOVU
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ennedy Matovu is a co-founder and director of Sun Limit, a solar installation and products business with branches in Kachanga, Mbarara and a new one in Entebbe, Uganda. “We feel that everyone wherever they are should be able to have light,” says Kennedy. A trained electrician with a specialization in solar energy, Kennedy worked for 11 years before starting Sun Limit in 2008. The initial start-up cost of UGX3 million (USD1,176) came from personal savings. “We started very simply,” Kennedy recalls. “It was a matter of buying a system and installing it.” Of what value does Kennedy believe the programme has been? “The most important
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thing was the training. It may sound simple but we realised that book keeping, mentoring and coaching kept us focused. Previously we never used to record transactions. We also learnt to take quality assurance seriously. We saw GVEP’s programme was an advantage because they were discussing things relevant to our goals, both on the technology and business side of things,” he explains. Another outcome from participating in DEEP has been access to a strong network of other entrepreneurs. “We have gotten to meet entrepreneurs who deal in briquettes and they have connected us to their own clients who are interested in solar products and vice versa,” says Kennedy. As most of their customers are
from rural areas, Kennedy and his team have boosted their marketing efforts by targeting local council meetings and churches where they request to give talks to demonstrate solar products. To ensure high customer satisfaction, Sun Limit does its own research on products before stocking them and offers feedback to suppliers. “Some products disappoint,” Kennedy explains. “There was once a type of lantern we were selling that was not lighting for the number of hours indicated on the box. As is the case with most small-scale entrepreneurs, Kennedy says that obtaining lines of finance has been their Kennedy (standing second from left) and the Sun Limit Team with GVEP RBM Brian Mugume (standing extreme right) toughest obstacle. Having applied in the past, he was unsuccessful because our marketing so we can reach more people.” Brian he did not have suitable surety, such as a land title, as required by banks. Through GVEP’s Mugume, Kennedy’s Regional Business Mentor has Loan Guarantee Fund, Kennedy applied for and enjoyed witnessing Kennedy’s progress and offers was approved for a UGX10 million (USD3,920) words of advice: “There’s a blessing that comes with loan, administered through FINCA in February 2012 following a business plan. Those juicy distractions which he has fully repaid. “We wanted a loan, but come your way when you have accessed the loan, but we also knew that getting loans all the time is not the don’t get diverted. Use the loan money for only the answer. That’s why we also want to be tactical about things it has been allocated to.”
Name of business: Sun Limit Solar Systems Ltd Regional Business Mentor: Brian Mugume Changes in the business:
• Increased number of full time employees from six to ten • Opened new outlet in Entebbe • Secured loan of UGX10 million (USD3,900) to expand the business
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Frank GILBERT
F
rank Gilbert lives in Mahina, a rural settlement with no access to the national electricity grid, on the outskirts of Mwanza, Tanzania. Like other residents, Frank would travel several kilometres to reach an electricity point to charge his mobile phone. This was costly and time-consuming. However with the help of GVEP’s entrepreneurship training skills, Frank set up a phone charging business using
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a 65W solar panel. This has resulted in benefits for Frank, as well as the community. To set up the business, Frank initially invested his own savings into a small solar panel and all the equipment necessary. He was provided with the technical expertise, and knowledge of marketing and customer care. “I have learned how to interact with customers correctly,” he says. “Especially the importance of being polite!” Frank now promotes
his business with a written sign at the top of his shop, and also uses other written material such as leaflets. This is far more effective than just advertising by word of mouth. Previously Frank used to hire a room for his business, but now owns his own shop at two locations. Whereas he was charging 15 – 20 phones using a battery system, he now charges 30-50 using a solar panel. Due to an increased customer demand, Frank applied for a loan from Wadoki Sacco for a bigger panel of TZS1 million with a higher voltage able to support this. GVEP helped Frank to secure the loan through its Loan Guarantee Fund. In 2012, Frank was connected to Zara Solar in Mwanza through a partnership with GVEP by which he is able to buy solar lanterns at a wholesale price. He has been able to achieve his goals of starting a second phone-charging kiosk and increasing his net profit, some of which he sends to his parents who live in a different area. “I am only 22,” Frank states. “But by the time I am 25 I hope to be a big businessman with a big family!”
Name of business: Frank’s Phone Charging Regional Business Mentor: Henry Mugomba Changes in the business:
• Establishment of a second phone-charging outlet • Linked to Zara Solar dealers in Mwanza to purchase solar lanterns at wholesale prices • Succesfully secured a loan of TZS3 million from Wadoki Saccos which he is currently repaying and scheduled to complete in June 2013
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Magdalene NGANZI END USER
M
agdalene Nganzi, 65, is a widowed grandmother living in Kachanga village in southern Uganda. For most of her life, Magdalene had been accustomed to using kerosene and paraffin for all her lighting needs. However in 2009, with the financial support from her son, she was able to purchase an 85 watt system to keep her modest two-bedroomed house well-lit. Meanwhile, Magdalene’s son was in the process of having a beautiful home constructed for her on part of her one-acre plot. In December 2011, Magdalene’s new home was fitted with a 670 watt system bought from and installed
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by GVEP entrepreneur Kennedy Matovu. The new system has the capacity to comfortably power all the electric energy needs of the house including all the lights, an iron, a flat-screen TV, phone chargers and water heating. “I can access power anytime,” she says. “I don’t have to worry about fire breaking out in my house and I don’t have to breathe the fumes from kerosene anymore. I can also iron the household clothes.” Magdalene also cites that it is now easy for the children living with her to study at night. Magdalene concludes, “My life has been made comfortable in my old age.”
Magdalene can now iron her clothes with an electric iron powered by her home solar system.
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BUSINESS PLAN – QUESTION FORMAT Business Description Key Questions
Key Questions
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•
• • •
What type of business is it? What is the status of the business? (startup, expansion or diversification) What is the business form? (sole proprietorship, partnership or limited liability company) What are your products? Who are your customers?
Additional questions for a start-up • • • •
Why will you be successful in this business? What is your previous experience with this type of business? Why do you think will your business thrive? What will be special or unique about this business?
Products/Services • • • •
What products/services will you sell? What need will your products/services fill? Why will customers buy from you? What position do you want to have in the market? How will your products/services differ from those of competitors?
Market Analysis For existing business • •
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Who are your current customers and what do they buy from you? (list largest customers or categories) Why do they buy from you? (quality, price, reputation etc)
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• • •
What is the size of the market? Is it growing? What is (will be) your share? How will your share change over time? What is the industry outlook? Are there segments of users who are under served by competition? Do they present opportunities?
Marketing Plan • • • •
What do you plan to sell? Who will you target and how will you reach them? Where will the business be located? What are your marketing strategies to ensure that sales forecasts are achieved?
Products Strategies • • •
How will your products be packaged? What new products will you introduce? What position or image will you try to develop or reinforce?
Pricing Strategies • • • • •
What will be your pricing strategies? How will you compare with competition and how will they respond? Why will customers pay your price? What will be your credit policies? Can you add value and compete on issues other than price?
Promotional Strategies •
Who are your target market?
BUSINESS PLAN – QUESTION FORMAT • • •
How will you reach your target markets? (what media will you use?) How will you motivate them to buy? (what message will you stress?) What is the cost and timetable for implementation of the marketing plan?
Competition • • • •
Who will be your most challenging competitors? What is the competition’s advantage over you? How will you overcome the competition? How will competition respond to your entry into the market?
Management and Operations • • • • • • •
How will the business be structured, managed and operated? What is the business management experience of the management team? What are the functional areas of the business and who will be responsible for each area? Who will be reporting to whom? What pre-operating activities must be undertaken before the business can run? What pre-operating expenses will be incurred? What administrative cost will be incurred?
Personnel • •
What are the personnel needs now? In the future? What skills must they have? What training will you provide?
•
Are people with right skills available?
Business Loan • • • • • • o o
What is the total investment required? Is it necessary for you to take out a loan? If so, have you researched possible options for the best terms? What are the requirements needed by Financial Institutions? How will the loan make the business more profitable? What is the loan repayment schedule? If you are seeking equity (selling part of the business to an investor): What percent of the company are you willing to give up? What rate of return is possible for an investor?
Financial Plan The purpose of financial projections: 1. 2. 3.
To determine the profit potential of the business To assess the required capital Demonstrate if business is viable
Key Questions • • • • • •
What is the total capital requirement? What are the fi xed assets? What does the profi t and loss statement indicate? How is the projected cash fl ow statement? What is the break-even point (BEP)? What is the return on investment (ROI)?
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ENTREPRENEURIAL TIPS Have a vision: Set your eyes on the bigger picture of the business. Let no
1
challenges blind your goal. Challenges are inevitable. Learn from them to be a better entrepreneur.
Be passionate about your business: Develop passion for what you do. This will
2
help you overcome difficult moments and persuade people to work and want to do business with you.
Be trustworthy: People develop confidence in a person who practises integrity.
3 Make timely decisions: Learn to make decisions at the appropriate time. 4 Procrastination leads to missed opportunity. Be flexible: Business environments change. This calls for flexibility on the side of the to be able to adapt with the situation, but don’t compromise on 5 entrepreneurs your core values. Do not mix business and personal finance: Set clear boundary. Any expenditure
6 must be based on a budget. Believe in yourself: This confidence is contagious with your employees, 7 customers, stakeholders, suppliers and everyone you deal with! Encourage and accept positive criticism: Always have positive attitudes 8 towards work to motivate your employees and encourage constructive criticism. Maintain a strong work ethic: Your employees will follow your lead. It will also you beat your competition by outworking them, particularly when your 9 help product or service is very similar. Reward yourself: As a busy entrepreneur, it can at times feel like there are
enough hours in the day. Remember to set aside some time at least once 10 not per week to rest and reflect on the small or big successes you’ve had over the week.
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Our Other Programmes W
e are helping small energy businesses to grow in order to expand energy access in developing countries. We develop and manage various programmes to support the growth of these enterprises by providing them with business and technical advice, as well as helping them access capital.
Find out more about our other programmes : ESME – Supporting Energy SMEs in SubSaharan Africa
The Supporting Energy SMEs Project is a $30 million programme funded by the Russian government, managed through the World Bank, and covering Kenya, Rwanda, Tanzania and Senegal. Our activities include: assisting developers of mini-grids and small hydro systems to finance and deliver their projects, supporting the development of the solar PV market, and providing capacity building and technical assistance to government agencies. In Senegal the use of energy that enhances people’s productivity and economic activities is the specific focus.
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CARE2 – Capital Access for Renewable Energy Enterprises In low-income countries, access to finance and lack of capital are a major constraint to the growth of micro, small and medium sized enterprises. The CARE2 programme aims to improve capital access in the renewable energy markets of four East African countries: Kenya, Tanzania, Uganda and Rwanda. This $7 million facility is supported by the Swedish International Development Cooperation Agency (Sida). Starting in September 2012, this 3-year programme consists in a combination of interventions
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designed to increase both the supply of capital to businesses, and their capacity to deploy that capital effectively. CARE2 comprises of a Business Support Team providing advice to businesses seeking capital, as well as an extension of our Loan Guarantee activities and several sector-focused enterprise development projects. This programme will focus heavily on women as one of its priorities is to address gender issues.
CIC – Kenya Climate Innovation Centre GVEP is one of the lead members of the consortium selected by the World Bank to set up and run the world’s first Climate
Innovation Centre (CIC) in Nairobi, Kenya. This $10 million initiative will provide business incubation services and early stage capital to young business in the renewable energy and climate adaptation space in East Africa. The centre will also provide business and technical advice and services, access to facilities and small start-up grants, as well as access to seed capital investment.
Launched on 26th September 2012, the Kenya CIC is hosted by the Strathmore Business School, in collaboration with GVEP, PwC and the Kenya Industrial Research and Development Institute (KIRDI). The Kenya CIC is supported by infoDev (World Bank) in partnership with the Danish and British (via UKAid) governments. It’ll be seeded by a contribution of $15 million over five years.
Some Lessons from DEEP
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The livelihood of the Bottom of the Pyramid can be transformed using appropriate enterprise based mechanisms through community empowerment.
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Use of locally available resources has the ability to transform a community economy as the entrepreneurs are working in an already familiar context (the community).
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Women have proven their ability to engage successfully in energy businesses that are technical and viewed as the preserve of men.
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Well applied mentorship and coaching hold the results to revolutionising the micro and small energy businesses.
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Any BDS training should be followed up with mentorship and coaching as few days of training are hardly sufficient to unlock the potential from the community.
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Financial institutions are still at nascent stage in energy financing, hence the need for more capacity building.
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There is a need to simplify the energy products standardisation process as well as creating the necessary awareness of its value.
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Training and mentoring on keeping accurate records enables entrepreneurs to get a clear understanding and better control of their accounts. This also has a positive effect on financial decisionmaking and learning how to separate business from personal funds.
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Entrepreneurs at the Bottom of the Pyramid (BoP) have the potential to create a thriving local economy and reduce the community dependence on grants and relief.
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Exposure to markets through organising marketing events has changed how many entrepreneurs carry out their business.
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Enterprise linkages have the potential to create a strong value chain once each category of entrepreneurs understands the needs of the other business products and services.
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With consistent support, MSEEs have demonstrated the capacity to improve on their product quality, to the extent of even obtaining certification approvals from standardisation bodies.
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George Theuri RBM - Kenya
Adelaida Lwekoram RBM - Tanzania
Jude Kabanda Technology Mentor IT Power - Uganda
Hesbon Omwa RBM - Kenya
Haleluya Kagero RBM - Tanzania
Samuel Kiteng’e Technology Mentor IT Power - Tanzania
RBM - Regional Business Mentor BDS - Business Development Services M & E - Monitoring and Evaluation
Stephen Munyao RBM - Kenya
Elly Odhiambo RBM - Kenya
Henry Mugomba RBM - Tanzania
Innocent Isanzu RBM - Tanzania
Daniel Were RBM - Uganda
Brian Mugume RBM - Uganda
Hakim Kitagenda RBM - Uganda
Aziz Wakibi RBM - Uganda
Kaweesa Ronald Technology Coordinator IT Power - Uganda
James Muyula Technology Coordinator IT Power - Tanzania
Kevin Odhiambo Technology Mentor IT Power - Kenya
Moffat Kiprotich Technology Coordinator IT Power - Kenya
Faustine Msangira BDS Coordinator Tanzania
Helmut Nyoni BDS Coordinator Tanzania
Rose Michael BDS Coordinator Tanzania
Sammy Kitula BDS Coordinator Kenya
Rehema Kahurananga Communications Officer
Laura Clough Technical Specialist
Martina Mutunga Administrative Assistant
Juliet Gibbs Financial Institutions Support Officer
Phyllis Kariuki Financial Institutions Specialist
R. Mugo wa Karanja Finance & Procurement Manager
Herbert Mwambu BDS Coordinator Uganda
Julian Ongodia Administrative Assistant
Richard Omondi M&E Assistant
Maurice Onzere BDS Coordinator Kenya
James Maillu Operations Manager
Vincent Otieno M&E Manager
GVEP International GVEP International is a non-profit organisation that works to increase access to modern energy and reduce poverty in developing countries. To achieve this goal we work with local energy businesses to make an impact on this enormous problem in places where state or large utilities’ interventions are slow to reach. We help establish and grow micro, small and medium sized energy enterprises in poor rural and periurban areas creating lasting access to clean energy and improving the quality of life of millions of people. We do this through advising energy businesses and by enabling them to secure the financial resources they need to grow. www.gvepinternational.org