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Workshop on Technologies for Adaptation UNFCCC Bonn 4 March 2014

Development & Transfer of Water Technologies for Agriculture in Africa. Workshop on Technologies for Adaptation UNFCCC Bonn 4 March 2014. Nick Moon – Founding Director. Designs Technologies for BOP Develops the Market. “ MoneyMaker ” Pressure Irrigation Pump.

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Workshop on Technologies for Adaptation UNFCCC Bonn 4 March 2014

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  1. Development & Transfer of Water Technologies for Agriculture in Africa Workshop on Technologies for Adaptation UNFCCC Bonn 4 March 2014 Nick Moon – Founding Director

  2. Designs Technologies for BOP Develops the Market “MoneyMaker” Pressure Irrigation Pump. Smallholder Farmers Transform from Subsistence to Commercial Agriculture Grow High Value Crops All Year Increase Production and Income 240,000 Sold Adaptation via AWM. Conservative Use of Renewable Resource

  3. Poverty Reduction & Climate Change Adaptation.Potential of AWM Solutions Wherever it is greener on the map Potential for Millions of Pumps Source: IWMI

  4. SOLUTION DELIVERY CHALLENGE • Technology not useful if not widely adopted • Many technologies developed, proven but lying on shelf • Beneficiaries • Unaware of Existence • Unaware of Value • Cannot Easily Access Them SOLUTION • Ensure Supply & Create Demand Question is “HOW EXACTLY?”

  5. How the Solution reaches the Smallholder FARMERS Multiple Channels Groups NGO KickStart Multilateral Bilateral Agencies Distributor Retailers

  6. Business Process SET UP & MANAGE THE VALUE CHAIN Supply Management Production & Distribution Logistics Marketing! Marketing! Marketing! Technology Development R&D Impact Monitoring Program Audit Sales & Service In partnership with private sector manufacturers, shippers, distributors, dealers and with government & NGOs. A mix of public and private investors.

  7. Production Mass Production = High Quality & Low Cost Every Pump GUARANTEED

  8. Shipping/Distribution – all over AFRICA

  9. Authorized Dealers/Retailers - branded • Tanzania Kenya

  10. MARKETINGTHE MESSAGE?Selling a CAPITAL GOOD to BOP is hard work! • Value Proposition • “$150 investment brings $3,000 return” An easy sell? NO! • Meagre cash has a lot of other uses • Pump is a totally new thing • Farmers are sceptical, risk-averse • They worry about what the neighbours will say

  11. Understand Your Customers! Their immediate interests and concerns? Climate Change? Carbon Emissions? Future of the Planet? Renewable Energy? GDP? Economic Growth? NOT REALLY ! Family Welfare. Food on the Table. Kids in School. Medical Care. Nice House. Good Shoes. Social Standing. Daughter in University. Approval & Acceptance

  12. Innovative Marketing/Promotion/Sales Call In Radio Programs Intensive Sales Drives Farmers Field Days Testimonials Farmer to Farmer Referrals Discounts Offers and Promotions Loan Schemes Layaway Payment Schemes

  13. MARKETING & PROMOTION MoneyMaker Market Storm Kenya: Northern Rift Valley

  14. Farmers Field Day

  15. Closing a Sale

  16. Smart Subsidy Exit Strategy Subsidy injected into market development until industry fully sustainable. (As with green energy) $$$ Sales Process is a Function of Time as well as Money and Marketing Communications

  17. Impact. Cost Effectiveness. Sustainability. Scale.

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