How to Make Your Agribusiness more Inclusive, Innovative and Profitable

In the fall of 2016 2SCALE organized a four-week bootcamp on Inclusive Agribusiness. This online training aimed to equip participants with knowledge and tools to manage an Inclusive Agribusiness, based on the experience of successful agribusiness entrepreneurs. A wide range of topics was covered, ranging from sales and distribution to marketing and gender approaches. We asked seven inspirational agribusinesses to share their experiences in Inclusive Agribusiness with the bootcamp participants:

Shalem Investments (Kenya), Yedent (Ghana), GUTS Agro (Ethiopia), Psaltry International (Nigeria) CTAE (Benin) Promo Fruits (Benin) and Acila Enterprises (Uganda).

Watch Janet Macharia, Base of the Pyramid Marketing Specialist, promoting the bootcamp!

More than 541 people from all over the world joined the bootcamp, most of the participants were entrepreneurs from developing countries. Other participants ranged from investors to NGO staff. Male and female entrepreneurs from Kenya, Ethiopia, Uganda, Nigeria, Benin and Ghana shared their experiences and best practices to inspire the participants to make their business more inclusive, innovative and profitable, and to build a business case for women’s entrepreneurship and inclusion.

Mark Tutu Sarpong, entrepreneur from Ghana:

“The bootcamp has been very useful for me. In developing a value proposition for my product for instance, I now know that I need to design something that people actually want and desire, instead of something that me, the provider of the product, might think they need. The ATEAR model (attracting Attention, building Trust, enabling Experience, triggering Action and Retaining costumers) explained me how I can use the media to attract attention and that the choice of media depends on the target group.”

The training educated the participants in an interactive way on the following topics: 1) defining an effective value proposition for BoP markets, 2) developing a marketing strategy in BoP markets, 3) developing distribution and sales strategies to supply BoP consumers and increase sales and 4) addressing the important role of women in entrepreneurship and providing actionable measures for business owners to include women in business.

Amos Omofaiye, entrepreneur from Nigeria:

“Knowing how to tailor an advert to the target group and using words that the target audience can relate to or empathize with has been moving my world positively upward. Now I take time to choose my words before meeting with prospective customers and clients. The case studies used spiced up the bootcamp greatly.”

You can still access the four bootcamp modules and learn everything about Inclusive Agribusiness!

schermafbeelding-2016-12-22-om-13-56-28 Module 1 – Inclusive agribusiness

In this first module, you will work on defining your customers’ characteristics, help identify and assess the benefits you are offering to your customers and develop a proposition that fits the aspirations of your target group. At the end, you can submit an assignment with your value proposition capture in one sentence. > Go to bootcamp

schermafbeelding-2016-12-22-om-13-58-33 Module 2 – Marketing to the BoP

So you developed, tested and finalized your value proposition. Now it is key to communicate this to your target group and invite them to actually try and buy your product. In this module you will work on a practical marketing strategy to promote and sell your value proposition. > Go to bootcamp

schermafbeelding-2016-12-22-om-13-59-26 Module 3 – Distribution and sales

In this module, we will present trends in distributing products at the BoP. In essence, there are three key models for distributing products to the BoP. We will present these three models and go into the trade-offs for each model. During the assignment you will visualize and choose one of the models for your company. > Go to bootcamp

schermafbeelding-2016-12-22-om-14-00-20 Module 4 – Women’s entrepreneurship and inclusion

In this last module, you will look at your own position as entrepreneur in society, your business operations and value chain. You will learn how these can make or break inclusive business. Till date, being successful as an entrepreneur is influenced by your gender, i.e. how society and economy shape different opportunities for male and female entrepreneurs. > Go to bootcamp


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