BUSINESS PROCESS RE-ENGINEERING FOR PAMOJA FM CREATING THE SOCIAL BUSINESS COMMUNITY RADIO STATION FOR KIBERA

INTRODUCTION

THE OBJECTIVES Social Enterprise Through A Business Model That Caters For A Non-profit CBO. Understanding The Consumer And The Customer. Identify The C & C Developing the Ideal 5P’s For C & C PRODUCT PLACE – Technical & Broadcast Capacity PRICE – Product Offering To Advertiser PROMOTION – Sales & Marketing PEOPLE – Administrating Pamoja FM to Develop Kibera Talent

Social Enterprise Through A Business Model That Caters For A Non-profit CBO.

Understanding The Consumer And The Customer.

Identify The C & C

Developing the Ideal 5P’s For C & C

PRODUCT

PLACE – Technical & Broadcast Capacity

PRICE – Product Offering To Advertiser

PROMOTION – Sales & Marketing

PEOPLE – Administrating Pamoja FM to Develop Kibera Talent

MODELS OF COMMUNITY RADIO SERVICE/ COMMUNITY MODEL What Can The Station Can Do For The Community? ACCESS OR PARTICIPATORY MODEL Feedback And Involvement Of Listener & Community PAMOJA FM has adopted the latter with a lot of call ins and content from Kibera. This should be upheld and enhanced.

SERVICE/ COMMUNITY MODEL What Can The Station Can Do For The Community?

ACCESS OR PARTICIPATORY MODEL Feedback And Involvement Of Listener & Community

PAMOJA FM has adopted the latter with a

lot of call ins and content from Kibera. This

should be upheld and enhanced.

WHERE ARE WE?

THE STATION START UP : - granted a permit on 20-04-06 under PADEC (Pamoja Development Centre). CCK has no policy against advertising for Community Stations. TRANSMISSION – 3km Radius - No power back up BROADCAST – By BSI SALES & MARKETING - Nil PRODUCTION – Adobe Ed 3. Needs broadcast automation software (Logger, Traffic, Automation & Production) * All the equipment is not insured but is protected against power surges by UPS

START UP : - granted a permit on 20-04-06 under PADEC (Pamoja Development Centre). CCK has no policy against advertising for Community Stations.

TRANSMISSION – 3km Radius - No power back up

BROADCAST – By BSI

SALES & MARKETING - Nil

PRODUCTION – Adobe Ed 3. Needs broadcast automation software (Logger, Traffic, Automation & Production)

* All the equipment is not insured but is protected against power surges by UPS

CURRENT STRUCTURE All these positions are filled by volunteers, however a stipend is paid as and when funds are available. Hence consistency and standards cannot be guaranteed without a clear HR policy that makes use of the huge pool of talent in Kibera.

SELECT PAST+PRESENT ADVERTISERS National Anti-Corruption Campaign Steering Committee (13 Weeks - Pamoja Tuangamize Ufisadi - Live Discussion Show) Jamii Bora Microfinance (52 Weeks - Live Discussion with guests) Eveready (3 Weeks - Direct commercial advertisement) Carolina 4 Kibera (8 Weeks – NGO commercial spots peace message) CDC (Commercial spots on Primary Healthcare) Community Service Announcements (Unscheduled For Free (Weddings, Funerals, Lost & Found Kids) Small Neighborhood Shops at a minimal cost. * The Advertising is irregular and not sourced hence the station bends to the advertiser whims = lose of objectivity

National Anti-Corruption Campaign Steering Committee (13 Weeks - Pamoja Tuangamize Ufisadi - Live Discussion Show)

Jamii Bora Microfinance (52 Weeks - Live Discussion with guests)

Eveready (3 Weeks - Direct commercial advertisement)

Carolina 4 Kibera (8 Weeks – NGO commercial spots peace message)

CDC (Commercial spots on Primary Healthcare)

Community Service Announcements (Unscheduled For Free (Weddings, Funerals, Lost & Found Kids)

Small Neighborhood Shops at a minimal cost.

* The Advertising is irregular and not sourced hence the station bends to the advertiser whims = lose of objectivity

PAMOJA FM SWOT ANALYSIS OPPORTUNITES Programming Community Services FMCG Ads Community Ads Social Services Govt Ads Improved studio and prdn capacity Talent from Kibera Kibera’s Population make up WEAKNESSES Location Sales Organisation Structure Programming Volunteers Kibera Centric Content News gathering Advertising Monitoring PAMOJA FM

OPPORTUNITES

Programming

Community Services

FMCG Ads

Community Ads

Social Services

Govt Ads

Improved studio and prdn capacity

Talent from Kibera

Kibera’s Population make up

WEAKNESSES

Location

Sales

Organisation Structure

Programming

Volunteers

Kibera Centric Content

News gathering

Advertising Monitoring

08/30/09 AGE OF THE RESPONDENTS Most of the respondents were aged between 20 – 24 years, followed by those aged between 15 – 19 years. 63% Of Kibera is in the 15-29 Age bracket.

Most of the respondents were aged between 20 – 24 years, followed by those aged between 15 – 19 years. 63% Of Kibera is in the 15-29 Age bracket.

08/30/09 GENDER SLIGHTLY MORE THAN HALF OF THE RESPONDENTS ARE MALE (54%)

WHAT KIND OF BUSINESS THEY ARE INVOLVED IN 08/30/09

08/30/09 RELIGION Most of the respondents are Christian 83%

08/30/09 RADIO POPULARITY RANKING

08/30/09 AWARENESS: Citizen FM - highest at 83% KBC Swahili service comes in second at 68% Pamoja 99.9 Fm Nairobi comes third at 60% Q Fm and Kiss Fm tie at 60% in 4 th place LISTENED TO MOST OFTEN: Citizen Fm Nairobi & Western has the highest at 35% Pamoja 99.9 Fm Nairobi ties with Ramogi FM and KISS FM at 7% in second place RADIO STATION SUMMARY

AWARENESS:

Citizen FM - highest at 83%

KBC Swahili service comes in second at 68%

Pamoja 99.9 Fm Nairobi comes third at 60%

Q Fm and Kiss Fm tie at 60% in 4 th place

LISTENED TO MOST OFTEN:

Citizen Fm Nairobi & Western has the highest at 35%

Pamoja 99.9 Fm Nairobi ties with Ramogi FM and KISS FM at 7% in second place

08/30/09 MOTHER TONGUE LANGUAGE 32% of the respondents are Luo (32%) speakers, followed by Luhya (19%) and thirdly Kikuyu speakers (14%)

WHERE DO WE WANT TO BE?

PROGRAMMING

BROADCAST AD EXPENDITURE

ORGANOGRAM

WHAT DO WE NEED TO DO?

PAMOJA FM STRATEGIC PLANNING

PAMOJA FM SALES & MARKETING STRATEGY

LONG TERM PLANNING & DEVELOPMENT

ASANTE SANA PAMOJA TUTAFAULU