Kenya - Business creation project

Describe your project or startup in a few words

MavunoDirect is a tech company dedicated to combating hunger by facilitating group buying of affordable, healthy food for the economically disadvantaged by procuring produce directly from farmers and producers and distributing it to food deserts.

01.01 Describe your project in more detail

MavunoDirect is a socially-driven tech company targeting hunger in Kenya's ASAL and frontier areas. It leverages group buying and community leaders to distribute discounted, nutritious food otherwise discarded by supermarkets due to aesthetic flaws or impending expiry. Stay-at-home mothers coordinate sales, earning an 11% commission, fostering economic empowerment alongside food security. This innovative model not only provides affordable access to healthy food for low-income families but also combats food waste effectively.

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

MavunoDirect’s primary goal is to address the challenge of food insecurity among low-income families in Kenya’s underserved regions. The company aims to provide affordable, nutritious food by reducing inefficiencies in the supply chain, utilizing group buying, and repurposing food that would otherwise be wasted. By engaging community leaders in the distribution process, MavunoDirect also seeks to create economic opportunities within these communities. The dual focus on combating hunger and promoting local empowerment forms the core of our business strategy.

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

MavunoDirect offers significant benefits: Affordability: By sourcing food with aesthetic blemishes and near-expiry products, MavunoDirect provides healthy food options at a fraction of the cost. Community Empowerment: The business model creates income opportunities for low-income mothers who act as community leaders, earning commissions and fostering local economies. Sustainability: Reducing food waste by repurposing unsold supermarket produce contributes to environmental sustainability and promotes a circular economy.

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

MavunoDirect's project is designed to serve low-income families residing in Kenya's ASAL and frontier areas, who often live in food deserts with limited access to affordable and nutritious food. The initiative specifically targets these communities by providing them with healthy food options through a sustainable and economically empowering group buying model. Additionally, it offers income-generating opportunities for local mothers who coordinate the food distribution, thereby benefiting both the consumers and the community leaders involved.

01.05 When did you start working on your project?

2024-06-01

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.)

Gordon Lekakeny: - Skills: Specializes in business development and marketing strategies. - Experience: Brings a wealth of knowledge in creating growth opportunities and expanding market reach. - Education: An alumnus of the University of Connecticut (UConn), known for its strong business programs. - Role: Will leverage his expertise to drive MavunoDirect's business growth and brand positioning. Shirline Mutile: - Skills: Proficient in software engineering, with a focus on developing robust technology solutions. - Experience: Has a solid background in building and managing technology infrastructures. - Role: Responsible for developing MavunoDirect's technological framework, ensuring it supports the company's innovative distribution model efficiently. Together, they form a dynamic team that combines strategic business acumen with technical prowess, essential for MavunoDirect's success.

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

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

7 - Strongly Agree

02.01.02 No poverty - Justification

MavunoDirect strategically addresses the UN's SDG of No Poverty (SDG 1) by providing a sustainable income source to community leaders, who are primarily low-income mothers, through a commission of 11% on each sale. This direct income support will empower them to become key players in the local economy, fostering financial independence. The initiative also tackles the broader implications of food scarcity which extend beyond hunger. Limited access to nutritious food can lead to poor health outcomes, affecting physical and mental well-being, and can increase healthcare costs for individuals and communities. By ensuring the availability of affordable, healthy food, MavunoDirect helps improve the overall health of individuals, which in turn can enhance their productivity and ability to earn a stable income. Furthermore, by alleviating the financial strain of food costs, families can redirect their limited resources towards other critical needs such as education,

02.02.01 My project contributes to the Zero hunger goal

7 - Strongly Agree

02.02.02 Zero hunger - Justification

MavunoDirect directly aligns with SDG 2: Zero Hunger by providing affordable, nutritious food to Kenya's needy, directly combating hunger and malnutrition. The company’s focus on providing healthy food like fruits and vegetables to food deserts, at an affordable price, will help to improve the nutritional intake of its customers. This is particularly important in areas where food scarcity often leads to malnutrition and health issues. It also supports sustainable agriculture by buying from local farmers. This not only provides farmers with a reliable market for their produce but also encourages sustainable farming practices by valuing produce that might not meet the cosmetic standards of conventional markets. This holistic approach addresses immediate hunger needs and fosters long-term agricultural sustainability.

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

7 - Strongly Agree

02.03.02 Good health and well-being - Justification

Nutritional Access: MavunoDirect ensures that low-income families, especially in remote areas, have access to affordable, nutritious food. This is crucial because good nutrition is the foundation of health and well-being. By providing discounted fruits and vegetables, MavunoDirect helps prevent malnutrition and diet-related non-communicable diseases, which are significant health burdens in developing countries. Maternal and Child Health: The project directly impacts maternal and child health by improving the nutritional status of mothers and children. Proper nutrition during pregnancy and early childhood is essential for healthy development and can prevent a range of health issues later in life. Disease Prevention: By improving the overall diet quality of the population, MavunoDirect contributes to the prevention of and management of various chronic diseases such as diabetes, heart disease, and certain cancers. These conditions are often exacerbated by poor diet.

02.04.01 My project contributes to the Quality education goal

5

02.04.02 Quality education - Justification

MavunoDirect supports SDG 4: Quality Education by ensuring children have the nutrition needed for cognitive development and by providing income to mothers, enabling them to invest in their children’s education. This dual approach addresses educational disparities, particularly in underserved areas, contributing to lifelong learning opportunities and equitable education for all.

02.05.01 My project contributes to the Gender equality goal

6

02.05.02 Gender equality - Justification

MavunoDirect promotes SDG 5: Gender Equality by economically empowering stay-at-home, low-income mothers who serve as community leaders. These women earn a commission on sales, providing them with a valuable income stream. This initiative not only supports their financial independence but also elevates their role in the community, fostering gender equality.

02.06.01 My project contributes to the Clean water and sanitation goal

4

02.06.02 Clean water and sanitation - Justification

02.07.01 My project contributes to the Affordable and clean energy goal

4

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

MavunoDirect contributes to the UN’s SDG 8: Decent Work and Economic Growth by promoting sustainable economic growth and employment opportunities. Here’s how: Job Creation: By employing community leaders, MavunoDirect creates decent work opportunities, especially for low-income mothers, contributing to economic growth within communities. Economic Inclusion: The project supports inclusive economic growth by engaging marginalized groups, such as stay-at-home mothers, in the formal economy through commission-based work. Entrepreneurship and Innovation: MavunoDirect’s innovative approach to solving supply chain inefficiencies in food distribution fosters entrepreneurship and encourages creative solutions to economic challenges. Resource Efficiency: By repurposing food that would otherwise be wasted, the project improves resource efficiency, which is essential for sustainable consumption and production patterns.

02.09.01 My project contributes to the Industry innovation and infrastructure

4

02.09.02 Industry innovation and infrastructure - Justification

02.10.01 My project contributes to the Reduced inequalities goal

4

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

02.12.01 My project contributes to the Responsible consumption and production goal

4

02.12.02 Responsible consumption and production - Justification

02.13.01 My project contributes to the Climate action goal

4

02.13.02 Climate action - Justification

02.14.01 My project contributes to the Life below water goal

4

02.14.02 Life below water - Justification

02.15.01 My project contributes to the Life on land goal

4

02.15.02 Life on land - Justification

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

3

02.16.02 Peace justice and strong institutions - Justification

02.17.01 My project contributes to the Partnerships for the goal

4

02.17.02 Partnerships for the goal - Justification

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

1 - Strongly Disagree

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

6

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.

7 - Strongly Agree

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

7 - Strongly Agree

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

5

05.08 Justification

MavunoDirect stands out as an innovative project for several reasons: Filling an Unmet Demand: In Kenya’s ASAL and frontier regions, access to affordable, nutritious food is a significant challenge. MavunoDirect addresses this gap by providing healthy food options to low-income families who otherwise face food scarcity. This not only meets a critical need but also supports better health outcomes and economic stability. Improving Existing Systems: Traditional food distribution systems often involve multiple intermediaries, leading to increased costs and inefficiencies. MavunoDirect streamlines this process by sourcing directly from farmers and supermarkets, thereby reducing the number of steps in the supply chain. This direct approach minimizes costs, reduces food waste, and ensures fresher produce reaches consumers faster. Innovative Sourcing: The project’s method of sourcing food—focusing on items with aesthetic blemishes or nearing expiration—tackles the issue of food waste.

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

MavunoDirect’s main potential competitors in the Kenyan market are likely to be: Technology Firms: Companies like Twiga Foods, iProcure, and Market Force, which have offer last-mile delivery. Informal Traders: They play a crucial role in urban food systems, especially for the urban poor. What sets MavunoDirect apart is its unique approach to sourcing and distribution. Unlike traditional programs or firms, MavunoDirect focuses on community-driven solutions through group buying, and also offers innovative solutions through sourcing of food with aesthetic blemishes or nearing expiration at massive discounts or for free, which will enable us to offer the food at affordable prices.

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

MavunoDirect is indeed taking proactive steps to promote the role of female entrepreneurs within the community. By appointing low-income mothers as community leaders and offering them a commission on sales, the company not only provides these women with a source of income but also positions them as key figures in the local economy. This initiative empowers women by giving them entrepreneurial roles, fostering leadership skills, and enhancing their economic status, which can inspire and encourage more female entrepreneurship in the community.