Moto Safi Stove & Gel Business Model

Key Partners

  1. Who are your key partners?
    2. Who are your key suppliers?
Chinabest

Manufacturer of Moto Safi Single & Double Burner Stoves in China.

Moto Poa Limited(Tz)

Processors of Moto Poa ethanol gel in Arusha Tanzania.

10 Regional Distributors

Employ 250 Green Ambassadors. 25 G.A's per Regional Distributor

Supermarket Chains

200 supermarket branches

SACCO's

85 SACCO's with 1 million members

Hotels & Restaurants

100 establishments to use ethanol gel

Kakuma Refugee Camp

Supply of Moto Safi Ethanol Gel and Stoves for Resell through appointed distributor.

KCIC

Govt Policy Lobbying & Business Advisory, Networking. Matchmaking & Financing

GVEP

Business Advisory Services

Growth Africa

Bussiness Accelarator, Networking and Sourcing for Financing

Associations

KAM
KEREA
CCAK

Partnerships

GACC - Global Alliance Clean Cookstoves.
SNV Netherlands
GIZ

Prakti Design

Manufactuer of the Prakti Biomass Stoves from India

Briquette Makers (carbonized)

1)Home Solutions
2) Greenchar
3) Ruth/kangemi

RBF Cookstove Project

DFID, SNV & GIZ Funded Results Based Financing Programme. Implemented by MESPT.

Producer's of Denatured Ethanol

1. Mumias Sugar Co. Ltd
2. Agro Chemical & Food Co. ltd
3. Other East Africa & South Africa Producers.
4. Global - India, Brazil etc.

Mumias Sugar

Suppliers of denatured ethanol for processing into denatured ethanol gel.
Key Activities

  1. What are your key activities?
BOP Urban Cook Stove Market

Suppy the BoP urban low to middle income homesteads with ethanol gel fueled stoves and gel.
Total market size is 0.9million households. Target 15% 135,000 homesteads in 2 years.

Importation

1. Importing stoves from China.

2. Importing ethanol gel from Arusha Tanzania.

Storage & Warehousing

Warehousing and distribution of stoves and gel.

Hotel & Restaurants

Supplying gel.

Government Lobbying

For removal of excise duty on technical alcohol for local production of ethanol gel. For removal of import duty for stoves.

Key Association Activities

Kenya Association of Manufacturers. KAM.
KEREA
CCAK

RBF Programme

Supply stoves and gel to MFI's and SACCO's though RBF Programme 2015-2018. Target 25,000 stove.

Production of Ethanol Gel

1. Premium Quality (Hotels & Rest.)
2. Cooking Fuel
3. Biomass lighting fuel
Value Proposition

  1. What are your value propositions?
End User

1. Will benefit from breathing cleaner air as combusted ethanol gel does not emit harmful emissions. Health of consumers will greatly improve.
2. Will benefit the women and girl child to be more productive as they don’t travel far to look for fire wood.
3. Easy to light and extinguish.
4. When finished cooking, and gel has remained. Just close fuel reservoir and use later.
5.Boost moral of the user as they are using a cleaner & safer cookstove
6. For hotels & restaurants they like the gel because it burns longer and is less messy than methylated spirit and cotton wool.

Employment/Economic

Employment of 250 Green Ambassadors comprising of youth and women to become door-to-door sales comission agents, earning $220 per month.

Enviroment

Reduced deforestation. Reduced harmful emissions into the atmosphere. To reduce environmental degradation occasioned by reliance on solid fuels and kerosene at household, institutions and small and micro enterprise levels for cooking.
Customer Relationships

  1. Your customer relationships?
End-User

1. Maintain high quality stoves and gel.
2. Continuously educate the end user about advantages of using our products through various media.
3. Prompt after sales service via website, emails, sms, calls etc.
4. Create a database of every customer who buys our Moto Safi stove to be able to serve the end user better.

Key Partners

1.Supermarkets, Distributors, Green Ambassadors,SACCO's and Hotels & Restaurants.
2.Ensure deliveries are may within 24 hours of LPO.
3.Provide 60 day credit to supermarkets.
4. Provide 30 day credit to hotels and restaurants.
5. Provide 30 day credit to distributors.
6. Provide 30 days credit to SACCO's.
7. Support supermarkets with in-store promotions to enable products to move off the shelf.
8. Support distributors with advertising material and uniforms.
9. Train all stake holders on product use and advantages over competitor products.
10. Prompt handling of complaints.
11. Design custom-made solutions per key partner.
12. Provide key players with systems to monitor and evaluate sales and end users.
Customer Segments

  1. Customer Segments
BoP Customers

Low to middle income urban homesteads, targeting mainly women aged between 18 - 50 years, to use our ethanol gel fueled stove and gel. Target to sell 212,000 stoves in 4 years + 7 million litres of gel.

Hotels & Retaurants

Target 100 - 5,3 and 2 Star Hotels and Restaurants to supply them with ethanol gel for chaffing dishes.

Supermarkets

Target 200 branches - to stock our stoves and gel in all urban areas in Kenya.

SACCO's and MFI's

Target 181 SACCO's with 3 million members and numerous MFI's through the RBF Cookstove Programme.

Kakuma Refugee Camp

Supply of gel and stoves to distributor in refugee camp, for onward selling.
Target to sell 10,000 stoves over 2 years.
Key Resources

  1. What are your key resources?
Employ Added Team

Immediate Starting:10 Staff
5 persons in Finance and Admin
5 persons in Sales and Marketing

ASIM - Olivine Technology

ASiM® is a Sales (POS) and stock management solution that networks multiple sites seamlessly, such as a HQ with its warehouses, outlets, field sales/service agents, and customers.

Distriburion/Sales Vehicles

1) Mazda Double Cabin Covered Pickup
2) 2 Toyoya Hiace Vans
3) 1 Isuzu NKR Covered Truck
4) 1 Toyota ProBox
5) 1 Toyota Fielder

Bytech Engineering

Quickbooks Accountant 2015 Software installation & training

Smart Phones

7 smart phones for sales team and 2 for finance dept.
10 smart phones one for each distributor

Marketing Materials

1. Uniforms for distributors & G.A's, supermarkets, employees.
2. Posters and brochures.
3. Warranty books
4. Exhibition and trade fair materials.
5. Hiring of roadshow team to launch and sensitize end-users
6. Gondolas in all major supermarkets - Naivas (38), Khetia(6), Ukwala(5)m Mulleys(5), Tuskys(53) (Total 107)
Channels

  1. Channels
Website

1. Through www.motosafi.co.ke. In the website show where customers can buy our products in supermarkets, retailers, distributors.
2. Facebook, giving information on use of stove and gel to different types of users.
3. Make short 4 minute videos to show how to cook and maintain stoves and fuels.

Supermarkets

1. Products are available in mainstream supermarket with multiple branches countrywide, regional and local.
2. Support with in-store promotions to make products move off self faster, while bringing awareness.

Regional Distributors

They will ensure that products reach retailers (small supermarkets and end-of-line retailers in their regions).

Green Ambassadors

They offload goods from Regional Distributors and sell a "package" comprising of 1 stove + 1 litre of gel to individual customers on a door-to-door basis in residential and commercial areas.

SACCO's and MFI's

To SACCO and MFI Members through RBF Programme.

Hotels & restaurants

Using gel for food warming

Trade Show & Exhibitions

Bringing awareness & getting feedback.

Roadshows

In low to mid income urban residential areas, to bring awareness and sensitization of products.

Radio Commecials

Spots on popular stations

Public Relations

Radio & TV interviews. Articles in magazines, journals and newspapers.

SMS Marketing

Send regular SMS messages to give continuous attention of product in the minds of users.
Cost Structure

  1. What about your cost structure?
Fixed Costs

Salaries, Rent, Fuel, Internet, Cell Phone Credit, Security, Loan, Travel allowance, Petty Cash, vehicle monthly lease payment. etc

Variable Cost

Licences, annual association fees, insurance, office assets, exhibitions and trade fairs, local and international travel. Training staff. Marketing & Advertising costs.
Revenue Streams

  1. What are your revenue streams?
Distributors

Green Ambassadors and End of Line Retailers - 40% revenue stream

Hotels & Restaurants

Sale of ethanol gel - 20% revenue stream

Supermarkets

Sale of Gel & Stoves - 20% revenue streams

SACCO's & MFI's

Sale of stoves and gel - 20% revenue streams
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