Inclusive Business Model Impact Evaluation of an innovative distribution channel in Kinshasa- DRC Lisbon, March 2014 2 3 Source: Company website Investor Relations North East Europe Western Europe Americas Asia-Pacific Near & Middle East Greater
Africa 4 Bel Access vision is to position Bel as a recognized inclusive business leader by contributing to reach 1 billion consumers by 2020 and maximizing our social impact Bel Access mission is to make the Group offer accessible to lower income consumers all around the world Bel Access operates as a Business Unit incubator to initiate or support inclusive business models throughout the whole value chain
5 Informal sector and street vendors: challenges to overcome the case of Kinshasa In Kinshasa, there are more food street vendors than shops and no brands are investing the channel A large majority of street vendors are women in Kinshasa : 95% of the 28 000 street vendors are women Low education / entrepreneur / selling skills: Lowest of all the institutional sectors except agriculture: only 15.7% have completed at least upper secondary school (79.3% in the public sector). More than 90% of the street vendors do not have any vocational training or school certificate. Nevertheless, only 2% of street vendors have never attended to school.
Lack of access to social services: The large majority of street vendors are migrant population living in the city for 5 to 10 years without being registered. Indeed, they do not have access to public social services (heath insurance, access to credit, training) And difficulties to look at the future with optimism 6 Sharing Cities platform: Social impact and partnership approach SOCIAL IMPACT PLATFORM: HOLISTIC & PARTNERSHIP APPROACH Capacity-building Ecosystem Tailored made training for street vendors (hygiene,
micro-entrepreneurship) Improve their environment (lobbying, PR, public sector involvement) Access to credit Buy new products, equipment, micro-franchises, etc. Street vending Access to insurance Buy new affordable and efficient products answering their specific needs. Access to market Formality
Support vendors to access new market opportunities while modernizing their offer Integration to the formal sector: taxation, social security access, migrant registration in the cities, 7 8 BEL ACCESS MODEL IN KINSHASA 1. OFFER THE GOODNESS OF THE MILK TO THE LARGEST POPULATION 2. INCREASE WOMEN INCOME THROUGH SOCIAL INCENTIVES 3. MAXIMIZE THE SOCIAL BENEFITS FOR THE WOMEN
9 BEL ACCESS MODEL IN KINSHASA OUTCOMES OF INTEREST 1. PROFITABILITY 2. PRODUCTIVITY 3. JOB CREATION 4. HEALTH SAVINGS 10 Bels Route-to-Market in Kinshasa Basic Route-to-Market" BEL GROUP LOCAL DISTRIBUTOR
WHOLESALERS CONSUMERS GROCERY STORES SEMI WHOLESALERS 11 Bels Route-to-Market in Kinshasa Mamas Mapas Route-to-Market" BEL GROUP - LOCAL DISTRIBUTOR Better coverage of population
Better control of the key messages to consumers Better insights from consumers Additional sales margin to Mamas Mapas MAMAS MAPAS CONSUMERS 12 Mamas Mapas Focus Groups, feb 2014, 100 MM Key Data 28,000 bread sellers in 2013 1. Kids education (91%) Purchasing from 3 Industrial
bakeries Avg income : $380/month Avg working hours : 13hrs/day, 6,5days/week ($1/hr) Main concerns Avg profile : age 41 / main source of revenue for the household / 4.1 children 2. Aspiration to find ways for growing their business (72%)
3. Personal independence vs. intimate partner// consistency of incomes (70%) 13 POTENTIAL INTERVENTION TO ADDRESS EXPRESSED NEEDS NEEDS INTERVENTION PHASE 1 WAYS TO GROW THEIR BUSINESSES BUSINESS DEVELOPMENT HANDS-ON TRAINING KIDS EDUCATION ACCESS TO BANKING
SERVICES PHASE 2 FINANCIAL INDEPENDENCE vs IP HEALTH INSURANCE 14 INTERVENTION DETAILS 1/2 TRAINING 1. WHY PROVIDING THIS TRAINING 2. WHATS INSIDE THE TRAINING
3. How to lean their incomes overtime (fight seasonality effects) and better manage their cash-flows & stocks Hands-on program on different aspects of how to switch from street-selling to openning a shop HOW TO ROLL OUT 4. Outcome of Focus Group shows that 70% of participants aspire to develop their business but doesnt know how to do it Design training costs Identify a pool of Mamas who want this training Then select randomly to which provide the training (Incentive package to a treatment group vs Control group without package)
MONITORING RESULTS Sales & Income Productivity # of shops opened # of jobs created Quarterly 15 INTERVENTION DETAILS 2/2 Bank Savings Extra Bonus for bank account subscribtions Selection through lottery Respond to their need of growing their business PHASE 2
Health Insurance Actual condition often leads to health problems Design a tailored-made insurance product in partnership with local insurance companies Outcome : Savings on health expenses 16 IMPACT EVALUATION DESIGN UNDERSTAND THE COMMUNITY DONE THROUGH FOCUS GROUP DESIGN THE STUDY 3 TREATMENT GROUPS
1 CONTROL GROUP DESIGN THE PROTOCOL DATA* QUARTERLY FOLLOW-UP OVER 24 MONTHS MEASURE IMPACT PROFITABILITY JOB CREATION PRODUCTIVITY * 1. Baseline Survery / 2. Periodic Data Collection (quarterly) / 3. End Line Survey (how both groups are changing overtime) 17
Kinshasa Model 3 years plan Business Opportunities Scale 9.000 street-vendors 40% of local business through this distribution channel Innovative Financing
Social Platform 1.000 people trained in the business schools for street vendors 3.000 vendors benefiting Partnerships with international organizations from micro-insurance Increase by
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