Kenya - Startup under 3 years old

Describe your project or startup in a few words

Empower Mama Mbogas! Digi Mama Project by Soko Kijiji aims to equip 10,000 women traders across East Africa with a digital marketplace by 2034. We're expanding their reach & growing their businesses

01.01 Describe your startup in more detail

Soko Kijiji creates a digital marketplace specifically designed for small-scale women traders ("mama mbogas") operating in open-air markets. This bridges the gap between traditional markets and the growing e-commerce landscape.The platform fosters innovation by providing women traders with access to new e-commerce markets and developing a delivery system that integrates young people into the digital economy.

01.02 What is the main problem you are trying to solve?

Soko Kijiji tackles two main challenges: Limited market access for small-scale women traders: Especially during the pandemic, many women struggled to sell their fresh produce due to limited customer reach and potential lockdowns. Soko Kijiji addresses this by creating a digital marketplace, connecting them with a wider customer base. Lack of job opportunities for young people in the informal sector: Soko Kijiji empowers young people by providing them with decent and reliable income through delivery, market assistance, and packing jobs within the digital platform. By leveraging technology, we creates a win-win situation for both women traders and young people. Women gain access to new markets and can grow their businesses, while young people find sustainable employment and contribute to their communities' well-being.

01.03 Tell us the major benefits and/or advantages of using the product/service that your startup provides (at least 3).

We offer a three-pronged benefit for different user groups, Empowering Women Traders: Soko Kijiji expands the market reach of small-scale women traders ("mama mbogas"). By going digital, they can tap into Nairobi's growing online customer base, increasing their sales and income potential. Convenience for Consumers: Consumers enjoy the ultimate convenience of shopping for fresh produce directly from open-air markets through their phones. Soko Kijiji saves them time and money by eliminating the need to visit crowded markets physically. Job Creation for Youth: Soko Kijiji tackles youth unemployment by creating new income opportunities for young people. They can work as delivery riders, market assistants, and packers within the digital platform, contributing to their own well-being and the local economy.

01.04 Please describe who exactly your startup’s product/service is aimed at serving. Who are the targeted beneficiaries?

Small-Scale Women Traders (Mama Mbogas): We partner with these women as suppliers, offering them a B2B solution. Our digital marketplace connects them with a wider customer base in Nairobi, increasing their sales and income potential. Busy Nairobi Consumers: Soko Kijiji caters to three distinct consumer segments: Young Mothers: They can conveniently shop for fresh produce while managing their families, saving them precious time and effort. Budget-Conscious Women: Soko Kijiji allows them to find fresh, affordable options for their households, simplifying grocery shopping. Young Professionals: These time-pressed individuals can prioritize health and well-being by easily ordering fresh produce through the app, freeing up their time for other activities

01.05 When was your company established?

2022-09-14

01.06 Are you already selling your product/service?

Yes

01.07 How many other owners are there within your startup?

2

01.08 Among the other owners, how many are female?

1

01.09 Please describe the profile of the other owners within your startup (skills, experience, etc.)

CHRISTINE WANJIRA Christine has massive experience in customer service having worked with Multinational in the insurance sector ICEA Lion and a holder of MSc Finance from University of Nairobi brings a wealth of experience to the team in building SoKo Platform that aspires to expand across all Africa Major Cities and digitize the informal markets. She is in charge of our customer experience at Soko Kijiji LTD.

01.10 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link(s) here:

https://sokokijiji.co.ke/

01.11 Which industry best describes your project?

h) IT (digital services, equipment and software)

02.01.01 My startup contributes to the No poverty goal

6

02.01.02 No poverty - Justification for my startup

Youth Employment: We create decent jobs for young people as delivery riders, market assistants, and packers within the digital platform. This empowers them to earn a sustainable income and escape poverty. Women's Economic Empowerment: We increases income for small-scale women traders ("mama mbogas") by connecting them with a wider customer base. This financial gain helps them improve their livelihoods and contribute to their families' well-being, reducing poverty within their communities.

02.02.01 My startup contributes to the Zero hunger goal

5

02.02.02 Zero hunger - Justification for my startup

Soko Kijiji fights hunger (SDG 2) by bridging the gap between fresh produce and Nairobi homes. Our tech platform connects consumers directly with small-scale farmers, ensuring wider access to nutritious fruits and vegetables while empowering local agriculture.

02.03.01 My startup contributes to the Good health and well-being goal

7 - Strongly Agree

02.03.02 Good health and well-being - Justification for my startup

Soko Kijiji empowers Nairobi residents (thousands monthly) to prioritize health (SDG 3) by delivering fresh fruits and vegetables directly to their doorsteps. We make healthy eating convenient, promoting well-being and tackling diet-related health issues.

02.04.01 My startup contributes to the Quality education goal

3

02.04.02 Quality education - Justification for my startup

02.05.01 My startup contributes to the Gender equality goal

7 - Strongly Agree

02.05.02 Gender equality - Justification for my startup

Empowering Women Traders: Soko Kijiji tackles gender disparity by directly supporting small-scale women traders ("mama mbogas"). The platform provides them with: Market access: They can reach a wider customer base beyond traditional open-air markets, increasing their sales and income potential. Financial independence: Greater income allows them to gain more control over their economic lives and contribute to their families' well-being. Digital skills development: Participation in the platform can introduce them to basic digital tools and e-commerce concepts. Decent Work for Young Women: Soko Kijiji creates job opportunities for young women within the digital marketplace. They can work as: Delivery riders: This role offers them financial independence and challenges traditional gender norms in the delivery sector. Market assistants and packers: These positions empower young women to participate in the digital economy and gain valuable work experience.

02.06.01 My startup contributes to the Clean water and sanitation goal

2

02.06.02 Clean water and sanitation - Justification for my startup

02.07.01 My startup contributes to the Affordable and clean energy goal

1 - Strongly Disagree

02.07.02 Affordable and clean energy - Justification for my startup

02.08.01 My startup contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification for my startup

Soko Kijiji tackles inequality (SDG 8) by bringing open-air market vendors and youth into the digital economy. Our platform provides: Women-led businesses: Increased income and market access for small-scale women traders ("mama mbogas"). Youth employment: Decent jobs for young people as delivery riders, market assistants, and packers

02.09.01 My startup contributes to the Industry innovation and infrastructure

7 - Strongly Agree

02.09.02 Industry innovation and infrastructure - Justification for my startup

Soko Kijiji contributes to SDG 9 (Industry, Innovation, and Infrastructure) through its focus on technological advancement and infrastructure development, Digital Infrastructure: Soko Kijiji creates a digital marketplace for open-air markets, fostering innovation and e-commerce within the informal sector. This contributes to the development of critical digital infrastructure in Nairobi. Empowering Innovation: The platform empowers small-scale women traders and young people to participate in the digital economy, fostering a culture of innovation and entrepreneurship. Improved Market Efficiency: Soko Kijiji utilizes technology to streamline processes within open-air markets, leading to: More efficient delivery networks Improved inventory management for traders Enhanced data collection on consumer preferences

02.10.01 My startup contributes to the Reduced inequalities goal

5

02.10.02 Reduced inequalities - Justification for my startup

Soko Kijiji tackles inequality (SDG 10) through Economic Empowerment: Soko Kijiji provides economic opportunities for two often-marginalized groups: Small-scale women traders: By connecting them to a wider customer base, they can increase their income and gain more control over their financial lives. Young people: The platform offers decent jobs for youth, particularly young women in delivery roles, which can challenge traditional gender norms in the workforce. Digital Divide: Soko Kijiji bridges the digital divide by: Equipping women traders: They gain exposure to e-commerce and basic digital tools, potentially improving their digital literacy. Creating youth jobs in the digital sphere: Young people can participate in the growing digital economy, gaining valuable experience and skills. By creating economic opportunities and promoting digital inclusion, Soko Kijiji helps reduce inequalities and fosters a more equitable and inclusive local economy

02.11.01 My startup contributes to the Sustainable cities and communities goal

6

02.11.02 Sustainable cities and communities - Justification for my startup

Soko Kijiji contributes to Sustainable Development Goal (SDG) 11: Sustainable Cities and Communities in a couple of ways, Reduced Traffic Congestion: By enabling consumers to purchase groceries directly through the app and receive deliveries, Soko Kijiji potentially contibutes to Fewer personal vehicle trips to open-air markets, reducing traffic congestion in Nairobi. Less pollution from vehicles, contributing to cleaner air and a more sustainable urban environment. Supporting Local Businesses: Soko Kijiji strengthens local economies by: Connecting consumers with fresh produce from local small-scale farmers within the open-air markets. Encouraging residents to support local businesses and reduce reliance on potentially less sustainable, long-distance food supply chains.

02.12.01 My startup contributes to the Responsible consumption and production goal

7 - Strongly Agree

02.12.02 Responsible consumption and production - Justification for my startup

Reduced Food Waste: Soko Kijiji helps minimize food waste by: Improved Market Access: Connecting women traders with more consumers allows them to sell more produce, reducing spoilage and waste at open-air markets. Direct Delivery: Delivering directly to consumers minimizes unnecessary handling and potential damage during transportation. Sustainable Consumption: Soko Kijiji promotes responsible consumption patterns by: Local Food Systems: The platform encourages consumers to purchase fresh produce from local farmers, potentially reducing reliance on products with larger carbon footprints due to long-distance transportation and packaging. Convenience: By making it easier to access fresh produce, Soko Kijiji might nudge consumers towards healthier food choices, potentially reducing overall consumption of processed or pre-packaged foods with more wasteful packaging.

02.13.01 My startup contributes to the Climate action goal

7 - Strongly Agree

02.13.02 Climate action - Justification for my startup

Soko Kijiji contributes to SDG 13 (Climate Action) in Reduced Food Waste: Soko Kijiji help reduce food waste by: Improved Market Access: Connecting women traders with a wider audience helping sell more produce, reduce spoilage and waste at the market level. Direct Delivery: Delivering directly to consumers reducing unnecessary handling and potential damage during transportation, minimizing food waste. Supporting Sustainable Practices: By promoting local food systems we encourage local production: Consumers have access to fresher produce that may not require long-distance transportation with higher carbon footprints. Support smaller farms: These farms often utilize more sustainable practices compared to large-scale industrial agriculture.

02.14.01 My startup contributes to the Life below water goal

1 - Strongly Disagree

02.14.02 Life below water - Justification for my startup

02.15.01 My startup contributes to the Life on land goal

2

02.15.02 Life on land - Justification for my startup

02.16.01 My startup contributes to the Peace Justice and Strong Institutions goal

4

02.16.02 Peace Justice and Strong Institutions- Justification for my startup

02.17.01 My startup contributes to the Partnerships for the goal

5

02.17.02 Partnerships for the goal - Justification for my startup

Soko Kijiji contributes to SDG 17 (Partnerships for the Goals) by fostering collaboration between different sectors to achieve sustainable development, Public-Private Collaboration: Soko Kijiji bridges the gap between public efforts to promote digital inclusion and private sector innovation in e-commerce. creating a more inclusive digital economy. Stakeholder Partnerships: The platform succeeds through partnerships with: Small-scale women traders: Empowering them to participate in the digital economy. Young people: Providing them with job opportunities within the digital marketplace. Consumers: Offering them convenient access to fresh produce.

06.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

5

06.02 The product/service represents an entirely new type of product/service.

3

06.03 The product/service could be described as a new technology.

5

06.04 The product/service is an improvement on an existing product or service.

5

06.05 The product/service could be described as an extension of a range of products or services.

5

06.06 The product/service responds to a demand or need that has not been satisfied by other products/services.

5

06.07 The product/service is a new version of an old product/service.

5

06.08 Justification for my startup

Soko Kijiji's uniqueness lies in its focus on a neglected segment of the economy – open-air market vendors. By empowering these women traders and creating job opportunities for youth, the platform fosters economic inclusion. Additionally, we promotes a more sustainable food system by potentially reducing waste and supporting local farmers. Our innovative approach has the potential to be a scalable model for positive social impact, not just in Nairobi, but in other cities facing similar challenges.

06.09 Competitive Analysis

Our competitors are the brick and motar stores that serve as supermarkets. They are a number of things that makes us stand out, our customer service, freshness of our products and the prices that we sell at and our costs of operation that are really low compared to the brick and mortar stores.

11.05 Are you initiating actions within your community to promote the role of female entrepreneurs?

Soko Kijiji promotes female entrepreneurs, specifically small-scale women traders often referred to as "mama mbogas" in Nairobi through; Direct Support for Women-Led Businesses: Soko Kijiji empowers mama mbogas by providing them with the tools and opportunities to thrive as entrepreneurs. Market Access Expansion: The platform connects them with a wider customer base beyond traditional open-air markets, increasing their sales potential and economic independence. Digital Inclusion: Participation in Soko Kijiji can introduce mama mbogas to basic digital tools and e-commerce concepts, empowering them to participate in the growing digital economy.