2KUZE
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"2Kuze, which means ‘growing together’, is an agricultural marketplace targeting Africa's smallholder farmers, agents or produce aggregators, large scale buyers, and financial service providers. Key Features: • Buyer-Side Marketplace- enabling buyers to source produce via smartphone and web • Sell-side Marketplace – enabling farmers to access markets and information via SMS • Financial Services – Facilitates access to relevant financial services • API platform- enabling external customers generate customized aggregated analytics
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2KUZE
- 2. ©2016Mastercard.ProprietaryandConfidential. 2 The Opportunity 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Kenya Tanzania Uganda Smallholder Segment Distribution Low-agri-potential-Low-market-access Low-agri-potential-High-market-access High-agri-potential-Low-market-access High-agri-potential-High-market-access 13.2M TOTAL SMALLHOLDER HOUSEHOLDS (KE/UG/TZ) 12M SMALLHOLDER HOUSEHOLDS IN TOP 2 SEGMENTS 7.6M HOUSEHOLDS THAT OWN A MOBILE PHONE = Total Addressable Market • A large addressable market in East Africa • Different levels of access and capability to adopt technology-enabled solutions. • Opportunity for a solution with strong market linkage for feature phone users
- 3. ©2016Mastercard.ProprietaryandConfidential. 3SEPTEMBER 12, 2016 Smallholder farmers are critical to Africa’s economy, yet remain marginalized and face barriers to improving their livelihoods and managing risk. Agriculture Sector Pain Points
- 4. The solution 2Kuze, which means ‘growing together’ is an agricultural marketplace targeting Africa's smallholder farmers, agents or produce aggregators, large scale buyers, and financial service providers. Key Features: • Buyer-Side Marketplace- enabling buyers to source produce via smartphone and web • Sell-side Marketplace – enabling farmers to access markets and information via SMS • Financial Services – Facilitates access to relevant financial services • API platform- enabling external customers generate customized aggregated analytics
- 5. ©2016Mastercard.ProprietaryandConfidential. 5 Farmer Market Buyer/Off-Taker Aggregator/Age nt/Trader Agent registers buyers and farmers 1 Buyer posts order on 2Kuze w/ help from Agent 2Order relayed to farmers via SMS 3 Farmers who have matching produce “accept” order 4 Agent collects produce from farmer 5 Agent delivers produce to buyer and collects funds via MM, bank transfer or cash 6Agent pays farmer via MM, bank transfer, or cash 7 Unstructured/Informal Value chain process flow Marketplace platform for smallholder farmers, buyers and financial service providers
Editor's Notes
- We estimate the total addressable market for 2KUZE to be 7.6 million smallholder households. This number was derived by starting with the total population in the three target markets. Kenya, Uganda and Tanzania are home to about 129 million people. Across each of the three countries, each household averages about 5 people. This translates into about 26 million households. Various Households and Census data surveys estimates that about 51% of the households are primarily engaged in agriculture. That is, about 13.2 million agricultural households across all the three countries. Annual Official Estimate (page 60) - Kenya | National Bureau of Statistics: 2015 Tanzania in Figures (2016 estimate) | Uganda Bureau of Statistics 2015 Statistical Abstract 2013 Kenya HH and Health Expenditures Survey: 4.7 (rural); 3.5 Urban; 4.2 overall. Overall, 59% of HH 4+ in size | 2012 Tanzania Pop Census: 4.8 people per HH. | 2014 Uganda National Census Main Report: 4.7 people per HH
- Huba – Note this diagram needs title caps editing
- Key Pain Points Order Management Produce collection (visibility of quantities collected) Produce delivery (visibility of quantities accepted)