Kenya - Business creation project

Describe your project or startup in a few words

Toothbrushes are hygiene products used to clean teeth and tongues.While it’s a relatively simple product with various brands in the market, almost all are imported, greatly diminishing quality. I intend to leverage domestic advantages in its manufacture.

01.01 Describe your project in more detail

Toothbrushes are made of plastics, rubber and nylon. The toothbrush body and head, is made of melted plastic by an injection molding machine and is then ejected. The ejected toothbrush is then taken to a bristles filing machine where the bristles used for brushing teeth are then filled in. The toothbrush is then taken for packaging in a blister packaging machine and is ready for the market. While an overwhelming majority of toothbrushes are from imports, this has lead to diminished quality for lower middle class and lower class families. We seek to match the highest quality brand in the market by leveraging the advantages of domestic manufacturing such as reducing the distances between the consumer and manufacturer and thus be flexible in meeting consumer concerns and demands. Over the last eight years, I have been able to purchase the injection molding machine but have been unable to finish the project and see it through.

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

With the various brands of toothbrushes flooded in from various foreign markets, cheap brands of relatively low quality have found themselves in the market. These brands of relatively low quality greatly exacerbate the oral health problems of lower middle class and lower class families. I intend to leverage local manufacturing advantages to meet the best quality products in the market all the while still offering it at affordable prices.

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

One, quality control. With so many brands of toothbrushes from foreign markets, the quality available in the market is vastly different. Lower income families are flooded with lower quality toothbrushes greatly exacerbating the oral health problems. We seek to meet the best quality available in the market and ensure it’s availability to lower income families. Two, affordability. By leveraging the advantages of domestic manufacturing. We seek to ensure the best quality available in the market is available to lower income families at affordable and cheap prices. Three, flexibility. By domestically manufacturing the toothbrushes, we seek to remain in tune with the ever changing needs and wants of our customers and responding to them with the utmost urgency, which would be difficult for businesses a continents away.

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

Lower middle class and lower class families have been flooded by low quality toothbrushes which continue to invariably harm their oral health and general well-being. Oral health remains of relatively low priority in many African countries, Kenya included. This has led to Africa having the steepest rise globally in oral diseases over the last three decades. Where as spending on treatment remains extremely low.

01.05 When did you start working on your project?

2019-07-01

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

1

01.07 Among the other partners, how many are female?

0

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

MOSES LANDO EDUCATION; CPA from KASNEB in 1987. Bachelor of Business Administration from Washington International University in 2012 WORK EXPERIENCE; Accounts clerk at HZ and company in 1989 Administrator at Ssangyong 1994-2001 Terminal accountant at Gapco from 2002- 2017. Managing director at Benland Springs (k) 2017-2022

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?

Other: Manufacturing

02.01.01 My project contributes to the No poverty goal

7 - Strongly Agree

02.01.02 No poverty - Justification

1. Employment opportunities; by providing jobs to individuals from low-income communities we seek to directly contribute to reducing poverty and providing stable employment opportunities. 2. Fair wages; ensuring employees receive fair wages and benefits that can help uplift them out of poverty and improve their standard of living. 3. Affordable product; offering affordable toothbrushes to consumers, particularly in underserved markets, can improve oral hygiene and overall health, reducing healthcare costs and the financial burden on low-income households. 4. Social impact initiatives; initiatives such as donation programs or partnerships with NGOs working on poverty alleviation can extend the reach of our business’s efforts beyond operations

02.02.01 My project contributes to the Zero hunger goal

2

02.02.02 Zero hunger - Justification

Extreme hunger and malnutrition remains a barrier to sustainable development. The persistent surge in hunger and food insecurity especially in Africa, is fueled by a complex interplay of factors in contrast to what is commonly believed as a lack of agricultural productivity and difficult climatic conditions. Other factors include; population growth, armed conflict, high debt and mismanagement and diseases. While we acknowledge and would seek a remedy to end all these factors contributing to a surge in hunger. Problem solving of this particular development goal is quite challenging for a toothbrush manufacturing business, due to the grand nature of the underlying humanitarian factors. However, we seek to work with NGO’s whose goals and attention are coordinated towards efforts to alleviate this critical humanitarian challenge.

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

3

02.03.02 Good health and well-being - Justification

1. Limited scope of impact; toothbrush manufacturing, while important for oral hygiene, represents only a small aspect of overall health and well-being. Goal 3 encompasses a broad range of health-related issues,disease prevention, access to healthcare, mental health and environmental health. 2. Alternative approaches to health promotion; while toothbrushes play a role in maintaining oral health, they are just one component of a comprehensive approach to health promotion and disease prevention. Goal 3 encourages holistic strategies that address the social determinants of health, such as education, nutrition, sanitation and access to clean water.

02.04.01 My project contributes to the Quality education goal

1 - Strongly Disagree

02.04.02 Quality education - Justification

1. Core business focus; the primary focus of the business is to design, produce and distribute toothbrushes. While education is undoubtedly important, it is not directly related to the core activities of the business. Thus attempting to align with goal 4 could divert resources and attention away from the primary objective. 2. Resource constrains; our business will operate within a competitive market and face various cost pressures. Allocating resources to support educational initiatives could strain the business’s finances and detract from investments in research, development and innovation necessary to remain competitive in the industry. 3. Limited expertise; the business lacks the expertise and resources necessary to effectively contribute to educational initiatives. Unlike organizations dedicated to education or philanthropic endeavors, we lack the knowledge and infrastructure in place to implement educational programs or initiatives that would have a meaningful impact.

02.05.01 My project contributes to the Gender equality goal

7 - Strongly Agree

02.05.02 Gender equality - Justification

1. Leadership and representation; promoting gender diversity in leadership positions within our business. This can include providing leadership development opportunities for women employees. By ensuring women have a seat at the table, our business could benefit from diverse perspectives and insights while serving as a role model for other organizations. 2. Gender- responsive workplace policies; implementing gender-responsive workplace policies to ensure equal opportunities and treatment for all employees, regardless of gender. This could include policies related to hiring, promotion, and pay equity. By fostering a supportive and inclusive work environment, our business can attract and retain top talent while promoting gender equality within the workforce.

02.06.01 My project contributes to the Clean water and sanitation goal

3

02.06.02 Clean water and sanitation - Justification

While goal 6 is undoubtedly noble and essential for global well-being, attempting to align our business with this goal may not be the most effective or appropriate approach; 1. Goal 6 primarily focuses on ensuring access to clean water and sanitation facilities worldwide. While our business undoubtedly consumes water in its manufacturing processes the potential impact might be seen as trivial in the grand scheme of global water conservation efforts. 2. The toothbrush manufacturing process itself does not contribute to water scarcity or pollution when compared to other industrial activities. Our business seek to adhere to local regulations regarding water usage and wastewater treatment.

02.07.01 My project contributes to the Affordable and clean energy goal

1 - Strongly Disagree

02.07.02 Affordable and clean energy - Justification

1. Attempting to align with goal 7 may require significant investments in research, development and infrastructure for renewable energy technology or energy access initiatives. These investments could be better utilized to improve our toothbrush manufacturing processes, develop innovative products or expand our market. 2.The primary focus of the business is manufacturing toothbrushes, which doesn’t directly relate to providing energy access or promoting renewable energy sources. 3. The toothbrush industry does not have a direct role in addressing the root causes of energy poverty or promoting sustainable energy solutions. While businesses in other sectors, such as, energy production or infrastructure development, may have a more direct impact. 4. Feasibility and practicality; while its commendable to support global sustainability initiatives, it’s crucial to focus on actions that are realistic ,achievable and impactful within our business’s scope and development resources.

02.08.01 My project contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification

1. Job creation; by manufacturing toothbrushes we can create employment opportunities for individuals at various skill levels, from machine operators to sales and marketing professionals. By providing decent and sustainable employment, we can contribute to goal 8 objective of promoting full and productive employment and decent work for all. 2. Fair Labour practices; ensuring fair Labour practices within our business, such as fair wages, safe working conditions and equal opportunities aligns with goal’s 8 goal of promoting inclusive and sustainable economic growth. 3. Economic impact; our business’s economic impact goes beyond direct employment and extends to indirect contributions to the local economy through taxes and local procurement. This ripple effect further supports goal 8 objective of promoting sustained, inclusive and sustainable economic growth.

02.09.01 My project contributes to the Industry innovation and infrastructure

1 - Strongly Disagree

02.09.02 Industry innovation and infrastructure - Justification

1. While goal 9 aims are undoubtedly noble, toothbrush manufacturing operates within a narrow scope that doesn’t easily accommodate such broad goals. Toothbrushes despite being a ubiquitous product, are relatively simple in design and function. Unlike industries that produce complex machinery or infrastructure,toothbrush manufacturing lacks the inherent capacity for substantial innovation. 2. The market dynamics of toothbrush manufacturing are inherently driven by consumer demand and competitive pressures.

02.10.01 My project contributes to the Reduced inequalities goal

7 - Strongly Agree

02.10.02 Reduced inequalities - Justification

1. Fair employment practices; implementing fair wages and non-discriminatory hiring practices within our business. By providing equal opportunities regardless of gender, ethnicity or socioeconomic background, we can contribute to reducing inequalities in the workplace. 2. Community engagement; engaging with the local community where we are located. This could involve providing job opportunities and investing in community development projects. This could foster inclusive growth, which could help reduce inequalities at the grassroots level. 3. Education and awareness; promoting education and awareness about oral hygiene and its importance for overall health. Developing educational materials and campaigns that target marginalized communities with limited access to dental care.

02.11.01 My project contributes to the Sustainable cities and communities goal

5

02.11.02 Sustainable cities and communities - Justification

1. Sustainable production practices; by optimizing resource use, minimizing waste generation, and reducing energy consumption in the manufacturing process. Implementing energy-efficient machinery can significantly reduce the environmental footprint of the manufacturing process. 2. Community engagement; engaging with local communities is key to fostering inclusive and sustainable development. By seeking feedback from the communities on our practices and product and collaborating on initiatives that address specific urban challenges such as waste management or access to sanitation facilities.

02.12.01 My project contributes to the Responsible consumption and production goal

2

02.12.02 Responsible consumption and production - Justification

1. Supply chain complexity; achieving sustainable production requires collaboration across the entire supply chain, from sourcing raw materials to distribution and disposal. We lack the pull to convince suppliers, distributors and other partners to adopt sustainable practices especially if they prioritize cost and efficiency over sustainability. 2. Consumer behavior; plays a crucial role in determining the success of sustainable toothbrush manufacturing. If there is an inability and unwillingness to pay a premium for eco-friendly toothbrushes.

02.13.01 My project contributes to the Climate action goal

2

02.13.02 Climate action - Justification

1. The toothbrush manufacturing process itself involves materials and processes that contribute to environmental degradation. For example, plastic toothbrushes are commonly made from non-biodegradable materials like polypropylene, which can contribute to pollution and waste accumulation. 2. The global supply chain for toothbrushes manufacturing often involves sourcing raw materials from various regions. The transportation and distribution, contribute to carbon emissions.

02.14.01 My project contributes to the Life below water goal

1 - Strongly Disagree

02.14.02 Life below water - Justification

1. The toothbrush manufacturing primarily involves the production of plastic-based products, which can contribute to plastic pollution if not properly managed. 2. The direct link between toothbrush manufacturing and goal 14 is not evident compared to other industries such as fisheries, shipping, or tourism. 3. The prioritization of sustainability initiatives within the toothbrush manufacturing sector may conflict with economic considerations such as cost-effectiveness and competitiveness.

02.15.01 My project contributes to the Life on land goal

2

02.15.02 Life on land - Justification

1. The disposal of toothbrushes at the end of their lifespan poses a significant challenge. Plastic toothbrushes often end up in landfills, where they can take hundreds of years to decompose fully. 2. The main materials used in toothbrush manufacturing are made from plastics, which are derived from petroleum, a non-renewable resource. 3. The manufacturing process itself and transportation may not involve practices that are not entirely eco-friendly. For example, the energy consumption required for manufacturing and transportation of toothbrushes, especially produced on a large scale or shipped globally can contribute to carbon emissions and environmental degradation.

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

7 - Strongly Agree

02.16.02 Peace justice and strong institutions - Justification

1. Upholding the rule of law; our business seeks to upholding the rule of law in aspects of our operations. We will adhere to legal regulations and standards, ensuring transparency, accountability and fairness in our business practices. 2. Fostering social inclusion; we promote social inclusion by providing equal opportunities to all individuals, regardless of their background or identity. Our business will seek to Foster a diverse and inclusive work environment, respecting the rights and dignity of all employees.

02.17.01 My project contributes to the Partnerships for the goal

7 - Strongly Agree

02.17.02 Partnerships for the goal - Justification

1. Collaborative innovation; goal 17 emphasizes the importance of partnerships in achieving sustainable development. We will seek collaborative innovation with other organizations, sharing knowledge to be more sustainable and incorporate their practices. 2. Risk mitigation; engaging in partnerships and collaborations can help our business mitigate risks associated with environmental and social challenges, such as climate change, resource scarcity and Labour rights issues. By working with other organizations, we can identify and address these risks more effectively, ensuring long-term viability of our business operations. 3. Forming partnerships with suppliers and distributors can help ensure that our toothbrushes are distributed sustainability and ethically. By working with suppliers who prioritize environmental and social responsibility, we can minimize the environmental impact of our manufacturing process and ensure fair Labour practices throughout the supply chain.

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

7 - Strongly Agree

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

1 - Strongly Disagree

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

1 - Strongly Disagree

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

5

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.

6

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

6

05.08 Justification

In the market of oral hygiene, accessibility to quality products remains a pressing concern, particularly for low-income households. While customers in these demographics may already utilize similar products, the introduction of a higher-quality toothbrush presents an opportunity to revolutionize oral practices and address unmet needs within the market. Low-income households are no strangers to oral hygiene products. Traditional toothbrushes may suffice in fulfilling basic oral care needs, but they often fall short in terms of durability, efficiency and overall user experience. Despite their widespread use, these products leave room for improvement for innovative alternatives that offer superior value and performance. Finally, contrary to misconceptions that quality comes with a hefty price we seek to shutter this notion by delivering premium quality at affordable price points to low-income households, such as,Offering superior bristle strength and durability.

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

The main competitors in the market are well-known brands like Colgate, Oral-B, sensodyne that serve upper middle class and upper class families and other various Chinese brands that serve low income communities. We seek to stand out from them by matching the premium quality offered by the market leaders at affordable price points to low income families. This affordability can attract budget-conscious consumers who are looking for quality products at a lower cost. By offering competitive prices without compromising on quality, we seek to carve out a niche in the market and appeal to a specific segment of consumers who prioritize quality and affordability.

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

While we have been focused in bringing this business idea into reality we have not initiated actions promoting female entrepreneurs in our communities due to our own financial constraints limiting the realization of our business. However, we seek to promote women in positions of leadership in our business thereby ensuring women can have a seat at the table gaining insight of business operations and consequently them starting their own business and acting as role models to others in the community.