Tanzania - Startup under 3 years old

Describe your project or startup in a few words

Moody Porridge Project is a health-focused porridge project that uses wheat, soy milk, coconut milk, and spices to create a nutritious and delicious food option. Our porridge flour is packed with carbohydrates, fiber, protein, vitamins, and minerals.

01.01 Describe your startup in more detail

McLives Ltd. is a company that's working to create a more efficient and profitable agricultural sector in Tanzania, from developing new technologies to bringing nutritious and convenient food products to consumers. Processing agricultural products into valuable final goods: McLives we take raw produce and transform it into consumer-ready products like flour, porridge mixes, and canned tomatoes. This helps to reduce waste and make better use of Tanzania's agricultural resources. Innovation in agro-processing technology: McLives isn't just focused on creating end products, we're also developing new technologies to streamline the processing itself. A good example is our cassava peeling machine, which can help to speed up and simplify this laborious task.

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

Low value-added agriculture: Despite a large agricultural workforce (66.6% of the population), the sector contributes only 26.1% to GDP. This indicates a lack of processing industries to transform raw produce into higher-value final products like flour, porridge mixes, and canned goods (as McLives does). This processing gap limits potential profits for farmers and reduces overall economic contribution. Post-harvest losses: With less than 14% of farm produce processed, a significant portion goes to waste after harvest. McLives aims to address this by creating a more efficient processing system that utilizes more produce, reducing waste and increasing farmer income. Limited access to nutritious food: McLives recognizes the lack of readily available healthy food options, particularly near homes, workplaces, and schools. Our focus on nutritious porridge flour provides a convenient and healthy solution for people on the go.

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

1. Nutritional Value: McLives' porridge flour is packed with essential nutrients, providing a healthy meal option for individuals of all ages. It helps address diet-related health issues and promotes overall well-being. 2. Convenience: The porridge flour is easy to prepare, making it an ideal choice for busy individuals, families, and institutions like schools and workplaces. It saves time and effort, offering a quick and healthy meal solution. 3. Reduced Waste and Increased Farmer Income: By processing raw agricultural products into high-value goods, McLives significantly reduces post-harvest losses. This not only maximizes the use of Tanzania's agricultural resources but also increases the income of local farmers by creating more marketable products.

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

1. Local Farmers: By sourcing raw materials like coconuts, milk and grains directly from local farmers, McLives provides them with a reliable market for their produce, thereby increasing their income and supporting the local agricultural economy. 2. Students and Workers at IAA Arusha Campus and Arusha Technical College: Our nutritious porridge flour and other processed food products offer a convenient and healthy meal option for students and staff, promoting better health and academic performance. 3. Individuals at Arusha Bus Terminal: For travelers and daily commuters, our products provide an easy-to-prepare, nutritious meal option, ensuring they have access to healthy food even on the go.

01.05 When was your company established?

2022-10-10

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?

0

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

His me is Livingstone mosha His currently a student at IA taking Finance and insurance degree third year.

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

https://mclives.com/

01.11 Which industry best describes your project?

b) Materials (agriculture, fishing, chemical products, construction materials, containers and packaging, metals and mining, paper and forest products)

02.01.01 My startup contributes to the No poverty goal

7 - Strongly Agree

02.01.02 No poverty - Justification for my startup

By sourcing raw materials directly from local farmers, McLives increases farmers' income, providing economic stability and reducing poverty levels in rural communities.

02.02.01 My startup contributes to the Zero hunger goal

7 - Strongly Agree

02.02.02 Zero hunger - Justification for my startup

McLives processes agricultural produce into nutritious final products such as porridge flour, improving food availability and nutritional intake for consumers, thus contributing to food security.

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

By providing easy-to-prepare, nutritious food products, McLives promotes healthier dietary choices, reducing the risk of diet-related health issues such as heart problems and malnutrition.

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

6

02.05.02 Gender equality - Justification for my startup

By hiring, we provide equal opportunities to both men and women.

02.06.01 My startup contributes to the Clean water and sanitation goal

1 - Strongly Disagree

02.06.02 Clean water and sanitation - Justification for my startup

02.07.01 My startup contributes to the Affordable and clean energy goal

5

02.07.02 Affordable and clean energy - Justification for my startup

we are cooking our porridge using clean energy gas.

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

McLives creates employment opportunities within the agricultural and processing sectors, fostering economic growth and promoting decent work conditions.

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

McLives develops innovative agro-processing technologies, such as the cassava peeling machine, improving efficiency and infrastructure in the agricultural processing industry.

02.10.01 My startup contributes to the Reduced inequalities goal

3

02.10.02 Reduced inequalities - Justification for my startup

02.11.01 My startup contributes to the Sustainable cities and communities goal

3

02.11.02 Sustainable cities and communities - Justification for my startup

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

02.13.01 My startup contributes to the Climate action goal

7 - Strongly Agree

02.13.02 Climate action - Justification for my startup

The development of eco-friendly technologies like the Mobile Solar Water Pump (MSWP) supports sustainable agricultural practices and reduces the carbon footprint associated with traditional irrigation methods.

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

1 - Strongly Disagree

02.16.02 Peace Justice and Strong Institutions- Justification for my startup

02.17.01 My startup contributes to the Partnerships for the goal

7 - Strongly Agree

02.17.02 Partnerships for the goal - Justification for my startup

Through collaboration with institutions like Twende and leveraging partnerships with Institutions like, SOMO Africa and IAA, McLives fosters partnerships aimed at achieving the SDGs.

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.

4

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

2

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

7 - Strongly Agree

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

7 - Strongly Agree

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

7 - Strongly Agree

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

5

06.08 Justification for my startup

our i dear is innovative in term of packaging and distribution we are using paper cups to sell the porridge and its take away for that way we do not need a shop to sell but people to distribute, also what has been not used to make porridge before in our country also non of the porridge in market use coconut milk that it self is innovative in term of nutritional and adding values.

06.09 Competitive Analysis

Competitive Analysis Main Potential Competitors: 1. Local Porridge Vendors: - Strengths: Established customer base, familiarity with local tastes. - Weaknesses: Limited variety, traditional packaging, and often lower nutritional value. 2. Supermarket Porridge Brands: - Strengths: Brand recognition, widespread availability. - Weaknesses: Mass-produced, less focus on unique and local ingredients, higher price points. 3. International Health Food Brands:like cerelac - Strengths: High-quality ingredients, strong marketing. - Weaknesses: Expensive, not tailored to local tastes, less accessible in rural areas.

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

no