Cameroon - Business creation project

Describe your project or startup in a few words

Green Goodness is a sustainability project that aims to redefine production dynamics across various industries starting with the haircare industry, by implementing eco-friendly hair care solutions, closed-loop systems, thus promoting a circular economy.

01.01 Describe your project in more detail

We are a pioneering sustainability project that for starters, seeks to transform the hair-care industry from the ground up by promoting eco-friendly practices, thus reducing waste, conserving resources and promoting recycling. Our initial focus is on developing a closed-loop production system that reduces chemical usage (our farm-to-hair concept), and increases the value of production-system's waste. We will prioritize the use of recycled and upcycled products in our production cycle, thus promoting a circular economy. By setting a new standard for the industry, we intend to educate the masses more on the importance of using very eco-friendly products to take care of themselves, as well as cause a new move in the overall beauty industry which will get manufacturers more accountable, and the people more conscious of what they input into their systems. Growing with Nature, as opposed to Growing against Nature, or Valuing Nature above Us.

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

The main problem we are trying to solve is the widespread use of harsh chemicals in hair care products, which can have severe and long-term impacts on human health and the environment. This specifically includes: - Exposure to toxic substances that can lead to skin/scalp irritation, allergic reactions, and other health problems amongst which identified types of cancers and other problems with the reproductive organs especially in the female, - Lack of transparence about ingredient safety and effectiveness, - Failure to prioritize sustainable practices and an effective use of natural ingredients.

01.03 Tell us the major benefits and/or advantages of using the product/service that your project intends to provide (at least 3).

- Improved health and wellbeing: Because our products are free from harsh chemicals, artificial fragrances, and dyes, this makes them have a lower propensity to skin irritations, allergic reactions, and other health problems. By using traceable natural products, we help our customers maintain healthy hair and scalp, while ensuring in our own way their over-all wellbeing. - Environmental Friendly: We are VERY intentional about reducing the overall carbon footprint of the industry. We hold a belief that Africa should not permit itself make the same environmental mistakes as westerners. By choosing Green Goodness, customers are investing in a more sustainable future; Sustainable Production and Consumption. - Natural and Effective Results: Our products will be natural without compromising the nature-friendly concept we hold. Also, with the clinical lever of Green Goodness that we look forward to implementing, we will not just sell products, but solve specific hair problems.

01.04 Please describe who exactly your project is aimed at serving. Who are the targeted beneficiaries?

- Individuals with sensitive skin or scalp conditions who require gentle and non-irritating products. - Parents who want to provide their kids safe and healthy hair products. - Hair salons and spas who want to offer their clients eco-friendly and natural hair care options, and differentiate themselves from their competitors. - Sisterhoods and communities of women who value natural beauty, selfcare, and environmental sustainability, and a re looking for a hair care brand that aligns with their values. - Young adults who are active on social media and seek to promote eco-friendly and sustainable lifestyles. - Professionals who prioritize wellness and self-care such as fitness trainers and spa professionals. - Health conscious individuals who value natural and organic products. We have had some individuals in the categories mentioned above consume our MVP, and be VERY satisfied.

01.05 When did you start working on your project?

2021-02-01

01.06 How many other partners are associated with your business venture?

8

01.07 Among the other partners, how many are female?

5

01.08 Please describe the profile of each of the other partners (skills, experience, etc.)

- 2 hair salons have expressed interest in becoming distributors of our products once they are readily available, providing us with a strong network of local partners who can help us reach our market target, - 1 marketing agency that specializes in social media and influencer marketing, helping us promote our brand and products to a wider audience, - 1 NGO that focuses on matters pertaining to sustainability and human wellbeing with which we partner to co-create educational content and host events. - 1 supplier of raw materials based in North Cameroon who produces and supplies us with local raw materials. - 1 supplier of raw materials based in West Cameroon who produces and supplies us with rare cosmetic and medicinal plants.. - 1 manufacturer of machines in Cameroon - 1 supplier of eco-friendly packaging from China.

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

https://www.facebook.com/lordgroup58?mibextid=ZbWKwL

01.10 Which industry best describes your project?

d) Primary commodities (food, drink, household and personal products)

02.01.01 My project contributes to the No poverty goal

6

02.01.02 No poverty - Justification

Our project contributes to alleviating poverty by providing economic opportunities for local partners, including hair salons and suppliers, and promoting sustainable livelihoods. The benefit from the economic value generated is largely redistributed in the local community as local communities benefit from it. Also, our partnership with the NGO aids in empowering people through education and capacity building, thus reducing poverty and promoting social equity. Furthermore, we have a business model that will enable youths to make money from referrals; thus helping us contribute to the no poverty goal.

02.02.01 My project contributes to the Zero hunger goal

4

02.02.02 Zero hunger - Justification

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

6

02.03.02 Good health and well-being - Justification

We contribute to good health and wellbeing in the following ways; - By providing natural and sustainable personal care products that promote healthy hair, thus reducing the risk of chemical related health problems. - By offering training and education on natural hair care practices, thus empowering individuals to make informed choices about their health. - Supporting local suppliers and farmers, as we ensure that they have access to fair prices and sustainable livelihoods, thus reducing stress and ensuing psychosomatic disorders, and contributing to their economic stability. - Partnering with NGOs to promote healthy lifestyles and habits such as proper personal hygiene and sanitation practices, which can help improve overall wellbeing and health.

02.04.01 My project contributes to the Quality education goal

5

02.04.02 Quality education - Justification

- Providing education and training on sustainable living: Our education and training programs provide individuals with the skills and knowledge needed to succeed in a sustainable and environmentally conscious lifestyle. - Offering access to information: From our online platforms and resources we will provide individuals with access to information and knowledge on sustainable living; sustainable self care practices, which are great for quality education. - Promoting community engagement: Through our workshops and events, we will promote social cohesion and community building, which are essential for quality education and community development.

02.05.01 My project contributes to the Gender equality goal

6

02.05.02 Gender equality - Justification

- Female Empowerment: Our focus on promoting natural and sustainable living practices; particularly in areas of self care, will provide women with opportunities to take control of their own health and wellbeing. - Economic Empowerment: Our focus on the creation of jobs and opportunities for women, will help to promote economic empowerment and independence. - Our education and training programs will provide ladies with access to information and knowledge on sustainable living; self care practices, which can help to boost their confidence in their ability to take care of themselves and those who matter to them. - Reversing/Halting existing Shaming Dynamics: The project will focus on promoting self-acceptance and self-love, most especially in overall areas of self care, thus promoting positive body image, accepting oneself as one is, and pushing to improve one's health with the goodness of plants.

02.06.01 My project contributes to the Clean water and sanitation goal

3

02.06.02 Clean water and sanitation - Justification

02.07.01 My project contributes to the Affordable and clean energy goal

3

02.07.02 Affordable and clean energy - Justification

02.08.01 My project contributes to the Decent work and economic growth

6

02.08.02 Decent work and economic growth - Justification

- Job Creation and Fair labor practices: We will create jobs, and improve earnings in various localities, and it will be ensured that workers are treated respectfully and according to established work terms. - Sourcing most of our raw materials locally will contribute to the economy of the localities from which these will be sourced. - Focusing on promoting sustainable consumption and production, this will imply more value generated from the various stages of production. As a result, a greater valuation of some products which will cause an upward movement in economic growth. - Also, our partnership with other business through fidelity programs will boost economic growth and decent work

02.09.01 My project contributes to the Industry innovation and infrastructure

6

02.09.02 Industry innovation and infrastructure - Justification

We will be industry-innovating in the following ways: - Our farm-to-hair concept: We are trying to formulate dry masks as well as those that will contain pureed farm products (these ones will contain 90% of raw fruit/vegetable). We have also come up with a system that will enable us use freshly harvested products on our customers' hair in our saloons/home service deliveries. - Reducing considerably the amount of chemicals used in manufacturing a hair product, making it more eco friendly for example, our 3-in-1 plant powder. Serves for shampoo, moisture/protein mask, as well as restores curl pattern. - Development of new infrastructure, such as eco-friendly packaging facilities and sustainable supply chain management systems, thus helping to drive innovation and improve industry practices. Redefining the production dynamics, and implementing a certain degree of respectability of nature in the processes of the beauty industry, with emphasis on Natural Hair Cosmetics.

02.10.01 My project contributes to the Reduced inequalities goal

3

02.10.02 Reduced inequalities - Justification

02.11.01 My project contributes to the Sustainable cities and communities goal

4

02.11.02 Sustainable cities and communities - Justification

We contribute to this goal by: - Stimulating local economies through local sourcing - The formulation of our dry masks demands we transform some products such as avocados, and pineapples, thus reducing post-harvest losses and thereby contributing to the sustainability of cities and communities. - Promoting community engagement and education - Reducing waste and environmental impact through sustainable practices - Providing access to health products and services - Supporting sustainable agriculture and job creation In the ways outlined above, the Green Goodness project promotes environmental stewardship which improves human settlements in various cities and communities.

02.12.01 My project contributes to the Responsible consumption and production goal

7 - Strongly Agree

02.12.02 Responsible consumption and production - Justification

We meet this goal in several ways namely: - The use of Recyclable Packaging: The use of recyclable packaging materials helps to reduce waste and promote sustainable consumption practices. - The technology of a closed-loop system: The project's aim to create a closed-loop system where packaging materials are recycled and reused, helps to minimize waste and promote sustainable production practices. - Ensuring Consumer Education: The project's education programs and or content communicate to the consumer the need to be environmentally responsible in one's life choices in general, and cosmetic products in particular. - Our Product Design: Our focus with sustainability in mind helps us design refillable and or biodegradable packaging, which encourages responsible consumption practices, and is a responsible production practice. - Rewarding environmental responsibility: To ensure this, we intend to offer customers who return/repurpose their empty containers discounts on eventual purchases.

02.13.01 My project contributes to the Climate action goal

6

02.13.02 Climate action - Justification

- Reduced Carbon Footprint: The emphasis we lay on sustainable products and practices reduces the carbon footprint of the industry, which helps to mitigate climate change. - Sustainable Packaging: Our intentionality with sustainable packaging, such as biodegradable and recyclable materials, helps to reduce waste and minimize the environmental impact of packaging. - Waste Reduction and Recycling: Our efforts to reduce waste and increase recycling rates help to minimize the amount of waste sent to landfills and reduce greenhouse gas emissions associated with waste management. - Climate Action Education and Awareness: Our education and awareness efforts help to raise awareness about the importance of climate action and promote individual actions to reduce their carbon footprint.

02.14.01 My project contributes to the Life below water goal

3

02.14.02 Life below water - Justification

02.15.01 My project contributes to the Life on land goal

5

02.15.02 Life on land - Justification

We contribute to life on land by: - Supporting farmers as we transact with them. This in turn encourages them to keep up with the their agricultural practices, which turn to reduce soil erosion, and thus improving soil health. - Establishing Green Goodness successfully could enable me have a say in matters of policy making with respect to sustainable development. As a result, I will be able to support policy reforms that favor sustainable use of land, and protection of land-based ecosystems. - We also contribute to life on land by reducing post-harvest waste of certain products such as avocados, and pineapples, amongst others, thus contributing to the adjustment of the ecosystem on land.

02.16.01 My project contributes to the Peace justice and strong institutions goal

2

02.16.02 Peace justice and strong institutions - Justification

02.17.01 My project contributes to the Partnerships for the goal

5

02.17.02 Partnerships for the goal - Justification

Our partnerships with other businesses in our fidelity programs are a way we try to foster partnership and connection to meet this goal. Also, partnering with, amongst others, manufacturers of sustainable packaging abroad, as well as local manufacturers of machinery helps us meet this goal.

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

6

05.02 The product/service we envision creating represents an entirely new type of product/service.

5

05.03 The product/service we envision creating could be described as a new technology.

4

05.04 The product/service we envision creating is an improvement on an existing product or service.

6

05.05 The product/service we envision creating could be described as an extension of a range of products or services.

5

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

5

05.07 The product/service we envision creating is a new version of an old product/service.

5

05.08 Justification

- AI-Powered hair analysis: We use AI to give our customers an elaborate report on the state of their hair, as well as what products will best help them sort that problem. This embraces the offer of customizable formulations. In some cases, and with respect to the customer's needs, we are able to provide products targeted at the customer's specific need. - Regenerative Self Care: We focus on the treatment of the actual problem beyond the symptoms. Regenerative haircare focuses on nourishing and repairing hair follicles, rather than just masking the symptoms. Reason we are very keen about even the quality of our raw materials! - Biodegradable packaging. Our biodegradable packaging so far is one of our main innovations in the industry. This embraces our unflinching values of sustainability.

05.09 Who are your main potential competitors and what makes you stand out from them?

Our main potential competitors are The Queen, Crepus100Facons, Habiba Natural Care, Ahri Hair Care. What makes us different includes: - Our strong commitment to sustainability and sustainable practices. -Our dry masks. We transform some of our products such as avocados, and pineapples, amongst others into dry masks, which is a 'never-existed' for competition - Our farm-to-hair concept: We seek to develop a formula for our masks that last over 14 days outside a fridge while remaining healthy for use. This is a non-existing from our competitors. - Our fidelity programs - Technology and Customer Service - Transparency, and locally sourced raw materials. We intend to be transparent about the quality of products we use, and major on our ability to source quality raw materials from our nation - After sale services and Follow-up. To ensure that our customers use the products as they should, and are satisfied. - Partnerships. Our partnerships with NGOs - Community engagement

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

As part of my efforts, I offer one on one sessions to help young girls refine their ideas. I try to do this with every young girl within my reach who are seeking clarity on how to turn their ideas into reality, as well as who is hesitant about even venturing into it. These sessions provide a safe space for these young girls to open up, receive feedback, and gain valuable insights on how to remain focused no matter the hurdles. Also, I had the opportunity to speak to young girls at the 1st edition of "Cafe Entrepreneuriale." During my session, I was very emphatic about the young woman approaching self care even from the financial domain; being financially independent, thus venturing into entrepreneurship. I encouraged one of my mentees to participate in an on-campus round of the Hult Prize. She founded a team, and they were amongst the top three winners. A mentee in Douala dared to start up a side-hustle while schooling. We have frequent business development meetings for her affair