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8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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Kristine Pearson
www.freeplayfoundation.org
Self-Powered Progress
Successful Market EntrySuccessful Market Entry
Strategies in AfricaStrategies in Africa
8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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FREEPLAY FOUNDATIONFREEPLAY ENERGY plc
Non-profit social enterpriseestablished in 1998 in the UK
Registered charities in the UK, USand South Africa
Offices in Johannesburg & London
Operates widely across sub-Saharan Africa focusing on orphans,women. Refugees & people who are ill
Mission: to provide dependableaccess to clean, renewable energytechnologies to those most in need.
London-based publicly tradedfor-profit clean micro-energycompany established in 1995
Key markets US, Europe, Indiaand humanitarian sector
Manufactures and sells products
with patented Freeplay technologyin audio, illumination and mobilephone charging
Manufacturing in China and
India
Mission: to provide access toenergy to everyone all the time.
Share a brandShare a brandShare a brandShare a brandand a similar missionand a similar missionand a similar missionand a similar mission, but are totally separate organisations with separate boards, but are totally separate organisations with separate boards, but are totally separate organisations with separate boards, but are totally separate organisations with separate boards.
8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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BATTERIES ARE ABATTERIES ARE ABATTERIES ARE ABATTERIES ARE ABATTERIES ARE ABATTERIES ARE ABATTERIES ARE ABATTERIES ARE A
GENDER ISSUEGENDER ISSUEGENDER ISSUEGENDER ISSUEGENDER ISSUEGENDER ISSUEGENDER ISSUEGENDER ISSUE
8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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RWANDA PROJECT in 2000/1RWANDA PROJECT in 2000/1
101,000 children heading households
17% children orphaned by genocide,
AIDS and other diseases
1,600 spring poweredwind-up radios
distributed Radios went
with childreneverywhere
Listened all waking hours eased isolation, felt safe
Were devastated if radiobroke or malfunctioned
8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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LIFELINE RADIOLIFELINE RADIO
An idea for a robust solar powered wind-up radiodesigned for vulnerable children and distance education
Won first Tech Museum of Innovation Award in 2001 From concept-to-market 2 years to create the first &
only radio engineered for the humanitarian sector
Since April 03 160,000 distributed reaching 6mlisteners in 16 countries 70% are female
8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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End-user backwards - starting with lighting needsassessments of most vulnerable in rural and peri-
urban areas
Attention paid to what lighting is and isnt used forand it could be used to for
End users consulted in design brief engageFreeplay Energy for prototype development
Work with local organisations to train end usersand prototypes are field trialed
Direct inclusion of women and girls at every step
APPROACHAPPROACH
8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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The protectionist nature ofThe protectionist nature of
AfricanAfrican (developing world)economieseconomies
8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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Customs Why not manufacture in Africa?
Lack of a regional approach Fluctuating dollar & other currencies
Distribution
CHALLENGES for ALLCHALLENGES for ALL
8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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Lack of infrastructure
Terrain & weather Supply chain & logistics
Security
DISTRIBUTIONDISTRIBUTION
8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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Learn from vertically integrated companies
Pay attention to logistics and supply chain
Identify suitable microfinance partners
Partnerships
Involve current local energy suppliers
WAY FORWARDWAY FORWARD
8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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There is no valid reason why women
cannot be involved in every aspect oflighting:
Design & testing
Maintenance & repair
Micro-finance
Sales & marketing
Each sector is a viable enterprisefor women!
WOMEN LIGHTING UP AFRICA!WOMEN LIGHTING UP AFRICA!
8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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8/3/2019 Lighting Africa Developing and Delivering Consumer Products to the African Marketplace Kristine Pearson
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I cant think of a more noble way to have animmediate impact on the lives and future of people
who need light to help them find their way
-Actor Tom Hanks, Freeplay Foundation Patron
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