Ghana - Business creation project

Describe your project or startup in a few words

AgroMarket is an online platform that enables working professionals to source groceries, grains and other essential food items sourced directly from smallholder farmers nationwide on credit.

01.01 Describe your project in more detail

AgroMarket is an online platform that helps working professionals access groceries and other essential food items on credit while connecting smallholder farmers to ready markets. Our innovative approach involves partnering with small businesses to offer their staff the convenience of ordering essential food items online on credit and paying when they receive their salaries. Employees place orders through our user-friendly platform, which are then approved by their employer. AgroMarket processes and delivers these orders promptly. To incentivize participation, employers receive a commission on the total value of their employees' orders. We source all food items from local farmers nationwide. By linking smallholder farmers directly to consumers, AgroMarket helps reduce farmers' losses and increase their income, thereby supporting sustainable agriculture and local economies.

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

The main problem AgroMarket is addressing is the dual challenge of limited market access for smallholder farmers and the inconvenience faced by working professionals in sourcing quality grains and groceries. Smallholder farmers often struggle to find reliable buyers, leading to post-harvest losses and reduced incomes. Simultaneously, busy professionals need a convenient way to purchase essentials without immediate financial strain. AgroMarket bridges this gap by providing a platform where smallholder farmers can sell their produce directly to consumers, ensuring fair prices and reducing waste. For working professionals, AgroMarket offers a seamless online ordering system with flexible credit terms, allowing them to buy now and pay later. This integrated solution not only enhances the livelihoods of farmers by increasing their income and market reach but also improves the quality of life for professionals by making grocery shopping more accessible and financially manageable.

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

AgroMarket provides multiple benefits, aiming to create a positive impact for both smallholder farmers and working professionals: 1. Market Access for Farmers: By connecting smallholder farmers directly to consumers, AgroMarket helps reduce post-harvest losses and increase farmers' incomes, ensuring they receive fair prices for their produce. 2. Convenience for Professionals: The platform offers a seamless online ordering system for groceries and essential food items allowing busy professionals to shop conveniently and have items delivered to their doorstep. 3. Flexible Payment Options: AgroMarket provides a buy-now-pay-later option, where employees can order essentials on credit and pay when they receive their salaries. We strongly believe that these advantages collectively enhance food supply chain efficiency, support sustainable agriculture, and improve the quality of life for all stakeholders involved.

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

AgroMarket is designed to serve two primary groups: smallholder farmers and working professionals employed in small to medium-sized businesses. The targeted beneficiaries are: 1. Smallholder Farmers: AgroMarket connects these farmers directly to a reliable market, helping them reduce post-harvest losses and secure fair prices for their produce, thereby increasing their income and promoting sustainable farming practices. 2. Working Professionals: The platform caters to employees in small to medium-sized businesses, providing them with a convenient way to purchase high-quality grains and groceries on credit. This flexibility allows them to manage their finances better and improves their access to essential food items. 3. Employers: Small to medium-sized business owners also benefit as they receive a commission on their employees' total orders, adding a financial incentive and enhancing employee satisfaction and retention through this value-added service.

01.05 When did you start working on your project?

2024-02-01

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

2

01.07 Among the other partners, how many are female?

1

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

Emmanuel Boadi Kyei holds a Bachelor's in Management Studies from the University of Cape Coast and a Certificate in Financial Risk Management from the Presbyterian University, Ghana. With over six years of experience in sales, marketing, customer management, and business developmen. Emmanuel excels in driving growth, fostering strategic partnerships, and implementing innovative strategies. His blend of academic and practical expertise, along with his dedication to excellence, makes him a valuable asset in the business landscape. Cynthia Agyeiwaa Antwi holds a Bachelor's degree in English from the University of Ghana. With over four years of experience in operations and human resource management, she has honed her skills in ensuring operational efficiency and smooth Human Resource processes. Her passion for the agricultural value chain, along with her strong leadership, decision-making, and communication skills, consistently drives excellence.

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

http://www.agromarket.com.gh

01.10 Which industry best describes your project?

l) Agriculture

02.01.01 My project contributes to the No poverty goal

5

02.01.02 No poverty - Justification

AgroMarket directly contributes to the Sustainable Development Goal of No Poverty by enhancing economic opportunities and financial stability for smallholder farmers and working professionals. By connecting farmers to a reliable market, AgroMarket helps increase their incomes through fair pricing and reduced post-harvest losses, thus lifting them out of poverty. For working professionals, the platform offers convenient access to essential grains and groceries on credit, enabling better financial management and reducing economic stress.

02.02.01 My project contributes to the Zero hunger goal

7 - Strongly Agree

02.02.02 Zero hunger - Justification

AgroMarket contributes to the SDG goal of Zero Hunger by improving food access and reducing food insecurity. By connecting smallholder farmers directly to consumers, AgroMarket ensures a more efficient and transparent food supply chain, reducing food wastage and ensuring fair prices for farmers. This helps increase food availability and access for consumers, ultimately reducing hunger.

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

5

02.03.02 Good health and well-being - Justification

AgroMarket contributes to the SDG goal of Good Health and Well-being by ensuring access to nutritious food, promoting healthy eating habits, and reducing food-related stress. By providing easy access to high-quality groceries and food items, AgroMarket encourages consumers, including working professionals, to make healthier food choices. Access to nutritious food supports overall well-being, reducing the risk of malnutrition and diet-related health issues. Additionally, by linking smallholder farmers directly to consumers, AgroMarket promotes sustainable farming practices, which can lead to healthier food options and environmental benefits.

02.04.01 My project contributes to the Quality education goal

1 - Strongly Disagree

02.04.02 Quality education - Justification

N/A

02.05.01 My project contributes to the Gender equality goal

4

02.05.02 Gender equality - Justification

N/A

02.06.01 My project contributes to the Clean water and sanitation goal

1 - Strongly Disagree

02.06.02 Clean water and sanitation - Justification

N/A

02.07.01 My project contributes to the Affordable and clean energy goal

1 - Strongly Disagree

02.07.02 Affordable and clean energy - Justification

N/A

02.08.01 My project contributes to the Decent work and economic growth

5

02.08.02 Decent work and economic growth - Justification

AgroMarket contributes to the SDG goal of Decent Work and Economic Growth by creating economic opportunities and supporting smallholder farmers and businesses. It provides a platform for smallholder farmers to access markets directly, increasing their incomes and promoting economic growth in rural areas. The commission to employers incentivizes participation, contributing to business growth.

02.09.01 My project contributes to the Industry innovation and infrastructure

3

02.09.02 Industry innovation and infrastructure - Justification

N/A

02.10.01 My project contributes to the Reduced inequalities goal

4

02.10.02 Reduced inequalities - Justification

N/A

02.11.01 My project contributes to the Sustainable cities and communities goal

3

02.11.02 Sustainable cities and communities - Justification

N/A

02.12.01 My project contributes to the Responsible consumption and production goal

5

02.12.02 Responsible consumption and production - Justification

AgroMarket contributes to the SDG goal of Responsible Consumption and Production by promoting efficient use of resources and reducing food waste. By connecting smallholder farmers directly to consumers, AgroMarket streamlines the supply chain, reducing inefficiencies and lowering the carbon footprint associated with food distribution. The platform encourages responsible consumption by offering access to high-quality, locally sourced produce, thus supporting sustainable farming practices. Additionally, AgroMarket's buy-now-pay-later model encourages consumers to plan purchases, reducing impulse buying and food wastage.

02.13.01 My project contributes to the Climate action goal

5

02.13.02 Climate action - Justification

AgroMarket contributes to the SDG goal of Climate Action by promoting sustainable agricultural practices and reducing carbon emissions. By connecting smallholder farmers directly to consumers, AgroMarket reduces the need for intermediaries and long transportation routes, thus lowering carbon emissions associated with food distribution. Encouraging local sourcing and reducing food waste further minimizes the environmental impact.

02.14.01 My project contributes to the Life below water goal

1 - Strongly Disagree

02.14.02 Life below water - Justification

N/A

02.15.01 My project contributes to the Life on land goal

4

02.15.02 Life on land - Justification

N/A

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

2

02.16.02 Peace justice and strong institutions - Justification

N/A

02.17.01 My project contributes to the Partnerships for the goal

4

02.17.02 Partnerships for the goal - Justification

N/A

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

3

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.

5

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.

4

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

4

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

4

05.08 Justification

AgroMarket is unique and innovative in its approach to bridging the gap between smallholder farmers and urban consumers. Unlike traditional markets, AgroMarket's online platform directly connects farmers to consumers, ensuring fair prices and reducing food waste. Our buy-now-pay-later model provides financial flexibility for working professionals, while the commission we offer to employers incentivizes their participation. Our platform is powered by tech which makes the process of ordering seamless. We focus on sustainability, convenience, and supporting local economies which sets us apart while making us a pioneer in promoting fair trade, reducing post-harvest losses, and enhancing food security.

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

Our main competitors include local open markets, supermarket chains like Melcom, and online platforms like Noknok. What sets us apart is our direct connection to smallholder farmers, ensuring fresher produce and fair prices. Unlike open markets, we offer the convenience of online shopping with flexible credit options. Compared to supermarket chains, we focus on supporting local farmers and reducing food waste. Additionally, our commission incentive for employers and our focus on working professionals sets us apart, helping us foster business partnerships and community growth.

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

I run a non-profit, Nsesa Foundation that trains university students and graduates in entrepreneurship and innovation. One of the ways we are promoting the role of female entrepreneurs is to provide scholarships for females to attend our training bootcamps.