2. Sadaf Shallwani
Our Team
Brad Rosenberg John McKinley
Our Advisors
Co-Founders & Leadership Management Team
Afzal Habib Sabrina Premji Kenzie Colgan Adam Camenzuli
Michaela Mantel
3. The Problem
• Limited child-care options in urban slums
– Unsupervised at home or work
– Low quality & unsafe "baby cares"
• Continued "cycle of poverty"
– Child's health/education compromised
– Mothers unable to gain employment
The Opportunity
Our Idea . . .
• New & improved ECD centres
– Build / refurbish high-quality facilities
– Trained caregivers & care standards
• Empower families & change trajectories
– Improved health & education of child
– Unlock employment opportunities
4. Estimated market size in Kenya>$150M with potential to scale 4X across East Africa
. . . with Potential
Total Available Market
• # of Children (0-5 years) in
Sub-Saharan Africa
Served Available Market
• # of Children in East African1
urban slums
Target Market
• # of Children in Kenya's urban slums
• Estimated market size2 = $150 M+
130 Million
2.5 Million
>650
Thousand
1. East Africa defined as those countries that are part of the EAC: Kenya, Tanzania, Uganda, Rwanda & Burundi
2. Assuming target price = $1 / day / child and 250 working days per calendar year
Sources: Homeless International, Africa's Future Africa's Challenge, Index Mundi, Population Reference Bureau, Customer Interviews
Rwanda
Burundi
Tanzania
KenyaUganda Based in:
Nairobi
Region:
East Africa
5. +Acumen Lean 4 Social Impact Course
We've been doing 6 months of customer discovery
Hypotheses:
Where we started
Findings:
What we learned
Progress:
Where we are
Next Steps:
Where we are going
Experiments:
What we did
6. Hypotheses: Where we started
Solution
(product features)
Problem
Value Proposition
Pain Reliever
Gain Creator
"I'm so relieved" – I have a SAFE place to keep my kids
"I'm so proud" – My kids go to the BEST pre-school in town
"It's affordable" – I can AFFORD to pay for it
7. Kibera
Partner Org: Care for Kenya
Local Contact: Daleela
Mlolongo
Partner Org: Mother Child in Action
Local Contact: Racheal
Experiments: What we did
Comprehensive benchmarking study
75+ Interviews (experts, customers, etc.)
3+ Site Visits / Focus Groups
Baba Dogo
Partner Org: We Are Watching You
Local Contact: Ramadhan
8. Findings: What We've Learned
• Significant variance in child care options in slum communities, from
none available (Kibera/Baba Dogo) to poor-quality (Mlolongo)
• There is significant demand from mothers for a safe, affordable and
convenient place to keep their children during the day
• Provision of food is a huge 'value add' in attracting mothers to one
babycare centre over another. Willingness to pay increases (>2x)
• We can partner with local employers and NGOs serving the same
target market (mothers in slums) to build our customer base
• Need to focus on highest value interventions in order to maximize
ECD impact, "pull" customers, and achieve financial sustainability
1
2
3
4
5
9. Findings: Customer Archetypes
"Tell me about yourself"
• Georginah, 26 years old
• Occupation: Washes clothes. Earns US$2.30/day
• Typical Day: Wakes up at 5am; Cooks breakfast and feeds
child; Walks door-to-door to find work; Returns home at 3pm;
Washes her baby and clothes; Cooks supper; Sleeps at 9pm.
Child Care – No Child Care Services
• Children: 1 year old
• Pains: Difficult to work with a child on her back. Child often gets
pneumonia while being carried during the rainy season.
• Dreams: Her child is healthy and happy.
"Tell me about yourself"
• Lucy, 28 years old
• Occupation: Tailor. Earns US$3.50/day
• Typical Day: Wakes up at 4:30am; Cooks breakfast; Feeds and
dresses baby and takes to baby-care centre; Returns at 7pm;
Cooks supper; Washes her baby and clothes; Sleeps at 11pm.
Child Care – Baby Care Centre
• 2 Children: Ages 5 yrs and 1yr
• Uses local baby care: Pays US$0.60/day, no food provided
• Pains: Dirty, congested; Limited play materials; No place to
warm food; Mistreating/shouting at babies
• Dreams: Her children are healthy and happy
1
2
10. Progress: Where we are now
Potential MVP / pilot site identified in partnership with local NGO
• Basic facility renovations and expansion underway (landlord funded)
• Child-friendly retrofit to be completed by Kidogo team
• Must recruit and train first batch of caregivers in ECD essentials
• Gaining support for curriculum development and daily schedules
• Marketing materials (posters, signage, etc.)
Target timeframe: 6 Months (December Opening)
11. Next Steps: What we plan to do next
Launching fundraising campaign (including online / social media presence) to fund pilot
Twitter:
@kidogo_ECD
Facebook:
"Kidogo Early Years"
Website:
www.kidogo.co
12. Current options for "baby
care", where they exist in
slum, are low quality:
• poor facilities
• untrained care-givers
• limited access to essential
services: food, health care,
education
Kidogo ECCs have three
major components that
make them different:
1) High-quality facilities
2) Well trained care-givers
3) Access to nutritious
meals, health care, and
educational materials
Poor (BOP) Mothers:
• Women (18-55) with young
children (0-5)
• Live in urban slum dwelling
• Have hourly wage factory
job or run a small business
• Make only a few dollars /
day
• May or may not already
send children to baby care
• Limited education/ literacy
Major employers:
• Local processing factories
• Many local employees incl.
women w/ children
•Looking for CSR ideas to
"give back" or "engage
community"
Franchisees:
In some communities, we
will work with existing "baby
care centers" owned and
operated by local mamas
• We will provide facility
upgrade, training and
other services
Local NGOs:
Work alongside local non-
profits serving mothers &
children
• Market our services,
identify customers and
run training programs
Local & intl' universities:
Help us build curriculum &
train caregivers in exchange
for opportunity to conduct
research/ train ECD students
Kidogo is a service provider.
1) Provide support to our
franchised centres through
branding, training &
supervision
2) Provide care / education
to customers directly in our
owned centers
Financial Capital:
Required to build new
centers or improve existing
Human Capital:
- Corps of "mama-preneurs"
to be owner/operators
- Team of professionals to
develop curriculum, provide
ongoing care-giver support
1) Franchise existing centers
Leverage existing centers
with est. customer base
2) Build referral system
Incentives for parents / CHW
Micro-franchised center:
Locally owned/operated
with 15-30 children, close to
home, home-based care.
Mega-centers:
Purpose-built, company
owned, with >50 children,
located near work or market
• Facility upgrades / retrofits
• Caregiver training
• Meals (ingredients, preparation, delivery)
• Overhead support
• Curriculum / program development
• Health care
Micro-franchised centers:
• Franchisees pay Kidogo monthly franchisee fee (or revenue share)
• Supplier of key inputs (food, materials, water etc.)
Mega-centers:
• Mama's pay Kidogo daily or monthly day-care fees directly; OR
• Employers pay Kidogo to care for children of their employees (vouchers)
Appendix: Business Model Canvas (I)
13. Current options for "baby
care", where they exist in
slum, are low quality:
• poor facilities
• untrained care-givers
• limited access to essential
services: food, health care,
education
Kidogo ECCs have three
major components that
make them different:
1) High-quality facilities
2) Well trained care-givers
3) Access to nutritious
meals, health care, and
educational materials
But, value proposition is:
• Child safety
• Affordability
• Status: Beautiful centers
that parents aspire to send
their children to
Poor (BOP) Mothers:
• Women (18-55) with young
children (0-5)
• Live in urban slum dwelling
• Have hourly wage factory
job or run a small business
• Make only a few dollars /
day - unpredictable income
• May or may not already
send children to baby care
• Limited education/ literacy
Major employers:
• Local processing factories
• Many local employees incl.
women w/ children
• May already or consider
offering baby-care services
as a benefit to employees
• Looking for CSR ideas to
"give back" or "engage
community"
Franchisees:
In some communities, we
will work with existing "baby
care centers" owned and
operated by local mamas
• We will provide facility
upgrade, training and
other services
Local NGOs:
Work alongside local non-
profits serving mothers &
children
• Market our services,
identify customers and
run training programs
Local & intl' universities:
Help us build curriculum &
train caregivers in exchange
for opportunity to conduct
research/ train ECD students
Kidogo is a service provider.
1) Provide support to our
franchised centres through
branding, training &
supervision
2) Provide care / education
to customers directly in our
owned centers
Financial Capital:
Required to build new
centers or improve existing
Human Capital:
- Corps of "mama-preneurs"
to be owner/operators
- Team of professionals to
develop curriculum, provide
ongoing care-giver support
1) Franchise existing centers
Leverage existing centers
with est. customer base
2) Partner with local NGOs
Work with mothers groups,
clinics to market to new
mothers & unserved
3) Build referral system
Incentives for parents / CHW
Micro-franchised center:
Locally owned/operated
with 15-30 children, close to
home, home-based care.
Mega-centers:
Purpose-built, company
owned, with >50 children,
located near work or market
• Facility upgrades / retrofits
• Caregiver training
• Meals (ingredients, preparation, delivery)
• Overhead support
• Curriculum / program development
• Health care
Micro-franchised centers:
• Franchisees pay Kidogo monthly franchisee fee (or revenue share)
• Supplier of key inputs (food, materials, water etc.)
Mega-centers:
• Mama's pay Kidogo daily or monthly day-care fees directly; OR
• Employers pay Kidogo to care for children of their employees (vouchers)
Appendix: Business Model Canvas (II)
14. Current Baby Care options
in slum, are low quality:
• poor facilities
• untrained care-givers
• limited access to essential
services: food, health, edu.
Kidogo ECCs features make
them different:
1) High-quality facilities
2) Well trained care-givers
3) Nutritious meals, health
care & education
Value proposition is:
• Child safety
• Affordability
• Status: Beautiful centers
that parents aspire to
(for franchisees)
• Increased profitability
• Status: "Formal School"
affiliation
Poor (BOP) Mothers:
• Women (18-55) with young
children (0-5)
• Live in urban slum dwelling
• Have hourly wage factory
job or run a small business
• Make only a few dollars /
day - unpredictable income
• May or may not already
send children to baby care
• Limited education/ literacy
Major employers:
• Local processing factories
• Many local employees incl.
women w/ children
• May already or consider
offering baby-care services
as a benefit to employees
• Looking for CSR ideas to
"give back" or "engage
community"
Franchisees:
In some communities, we
will work with existing "baby
care centers" owned and
operated by local mamas
• We will provide facility
upgrade, training and
other services
Local NGOs:
Work alongside local non-
profits serving mothers &
children
• Market our services,
identify customers and
run training programs
Local & intl' universities:
Help us build curriculum &
train caregivers in exchange
for opportunity to conduct
research/ train ECD students
Kidogo is a service provider.
1) Provide support to our
franchised centres through
branding, training &
supervision
2) Provide care / education
to customers directly in our
owned centers
Financial Capital:
Required to build new
centers or improve existing
Human Capital:
- Corps of "mama-preneurs"
to be owner/operators
- Team of professionals to
develop curriculum, provide
ongoing care-giver support
1) Franchise existing centers
Leverage existing centers
with est. customer base
2) Partner with local NGOs
Work with mothers groups,
clinics to market to new
mothers & unserved
3) Build referral system
Incentives for parents / CHW
Micro-franchised center:
Locally owned/operated
with 15-30 children, close to
home, home-based care.
Mega-centers:
Purpose-built, company
owned, with >50 children,
located near work or market
• Facility upgrades / retrofits
• Caregiver training
• Meals (ingredients, preparation, delivery)
• Overhead support
• Curriculum / program development
• Health care
Micro-franchised centers:
• Franchisees pay Kidogo monthly franchisee fee (or revenue share)
• Supplier of key inputs (food, materials, water etc.)
Mega-centers:
• Mama's pay Kidogo daily or monthly day-care fees directly; OR
• Employers pay Kidogo to care for children of their employees (vouchers)
Appendix: Business Model Canvas (III)
Pivot: For the franchising model to
work, we need to be thinking of
franchisees as customers (needs,
economics, values), not just as
partners.
15. Current Baby Care options
in slum, are low quality:
• poor facilities
• untrained care-givers
• limited access to essential
services: food, health, edu.
Kidogo ECCs features make
them different:
1) High-quality facilities
2) Well trained care-givers
3) Nutritious meals, health
care & education
Value proposition is:
• Child safety
• Affordability
• Status: Beautiful centers
that parents aspire to
Value prop. (franchisees):
• Increased profitability
• Status: "Formal School",
affiliation, ECD certificate
Poor (BOP) Mothers:
• Women with young
children (0-5); live in slums
• Have hourly wage factory
job or run a small business
• Make only a few dollars /
day - unpredictable income
• May or may not already
send children to baby care
Franchisees:
Existing "baby care centers"
owned and operated by
local mamas . We will
provide facility upgrades,
training, marketing, play
materials, and ongoing
support
Major employers:
• Local processing factories
who employ mothers
• May already or consider
offering baby-care services
• Looking for CSR ideas to
"give back" to community
Local NGOs:
Work alongside local non-
profits serving mothers &
children
• Market our services,
identify customers and
run training programs
Local & intl' universities:
Help us build curriculum &
train caregivers in exchange
for opportunity to conduct
research/ train ECD students
Kidogo is a service provider.
1) Provide support to our
franchised centres through
branding, training &
supervision
2) Provide care / education
to customers directly in our
owned centers
Financial Capital:
Required to build new
centers or improve existing
Human Capital:
- Corps of "mama-preneurs"
to be owner/operators
- Team of professionals to
develop curriculum, provide
ongoing care-giver support
1) Franchise existing centers
Leverage existing centers
with est. customer base
2) Recruit new franchisees
Offer franchising package to
potential owners
3) Partner with local NGOs
Work with comm. groups, o
market to new mothers
4) Build referral system
Incentives for parents / CHW
Micro-franchised center:
Locally owned/operated
with 15-30 children, close to
home, home-based care.
Mega-centers:
Purpose-built, company
owned, with >50 children,
located near work or market
• Facility upgrades / retrofits
• Caregiver training
• Meals (ingredients, preparation, delivery)
• Overhead support
• Curriculum / program development
• Health care
Micro-franchised centers:
• Franchisees pay Kidogo monthly franchisee fee (or revenue share)
• Supplier of key inputs (food, materials, water etc.)
Mega-centers:
• Mama's pay Kidogo daily or monthly day-care fees directly; OR
• Employers pay Kidogo to care for children of their employees (vouchers)
Appendix: Business Model Canvas (IV)
16. Current Baby Care options
in slum, are low quality:
• poor facilities
• untrained care-givers
• limited access to essential
services: food, health, edu.
Kidogo ECCs features make
them different:
1) High-quality facilities
2) Well trained care-givers
3) Nutritious meals, health
care & education
Value proposition is:
• Child safety
• Affordability
• Status: Beautiful centers
that parents aspire to
(for franchisees)
• Increased profitability
• Status: ECD certificate,
"Formal School", affiliation
Poor (BOP) Mothers:
• Women (18-55) with young
children (0-5)
• Live in urban slum dwelling
• Have hourly wage factory
job, no job, or a small biz
•Unpredictable income >$4
• May or may not already
send children to baby care
• Limited education/ literacy
Major employers:
• Local processing factories
• Many female employees
• May consider offering
baby-care as a benefit
• Looking to "give back" or
"engage community"
Franchisees:
• Young-middle age women
• Existing "baby care
centers" owner/operators
• Serve 15-30 families today
• Some are ECD trained
Local NGOs:
Work alongside local non-
profits serving mothers &
children
• Market our services,
identify customers and
run training programs
• e.g., Mother Child in
Action, Care 4 Kenya
Local & int'l universities:
Help us build curriculum &
train caregivers in exchange
for opportunity to conduct
research/ train ECD students
• e.g., Aga Khan
University, UofT,
Harvard Centre for the
Developing Child
Kidogo is a service provider.
(1) Provide care / education
to customers directly in our
owned centers
(2) Provide support to
franchisees thru facility
upgrades, branding, training
& supervision
Financial Capital:
Required to build new
centers or improve existing
Human Capital:
- Corps of "mama-preneurs"
to be owner/operators
- Team of professionals to
develop curriculum, provide
ongoing care-giver support
1) Franchise existing centers
Leverage existing centers
with est. customer base
2) Partner with local NGOs
Work with mothers groups,
clinics to market to new
mothers & unserved
3) Build referral system
Incentives for parents / CHW
Integrated Community
center "Mega-center":
Purpose-built, company
owned, with 30-50 children,
located near work or market
partner organization.
Micro-franchise:
Locally owned/operated
with 15-30 children, close to
home, home-based care.
• Facility upgrades / retrofits
• Caregiver training
• Meals (ingredients, preparation, delivery)
• Overhead support
• Curriculum / program development
• Access to health care
Mega-centers:
• Mama's pay Kidogo daily or monthly day-care fees directly; OR
• Employers pay Kidogo to care for children of their employees (vouchers)
Micro-franchisee fees:
• Franchisees pay Kidogo monthly franchisee fee (or revenue share)
• Supplier of key inputs (food, materials, water etc.)
Major Pivot: In order to prove
concept, refine economics & build
our brand, the franchising model
will be "shelved" to focus on a
"community centre" pilot.
Appendix: Business Model Canvas (V)
17. Current Baby Care options
in slum, are low quality:
• poor facilities
• untrained care-givers
• limited access to essential
services: food, health,
education
Kidogo ECCs features make
them different:
1) High-quality facilities
2) Well trained caregivers
3) Nutritious meals, health
care & education
Value proposition is:
• Child safety
• Affordability
• Status: Beautiful centers
that parents aspire to send
their children to
Poor (BOP) Mothers:
• Women (18-55) with young
children (0-5)
• Live in urban slum dwelling
• Have hourly wage factory
job, a small business, or no
job
•Unpredictable income >$4
• Do not currently send
children to baby care
• Limited education/ literacy
Major employers:
• Local processing factories
• Many female employees
• May consider offering
baby-care as a benefit
• Looking to "give back" or
"engage community"
Local NGOs:
Work alongside local non-
profits serving mothers &
children
• Market our services,
identify customers and
run training programs
• e.g., Mother Child in
Action, Care 4 Kenya
Local & int'l universities:
Help us build curriculum &
support local trainers in
exchange for opportunity to
conduct research and
student field placements
• e.g., Aga Khan
University, University of
Toronto, Harvard
Centre for the
Developing Child
Kidogo is a service provider.
(1) Provide care / education
to customers directly in our
owned centers
Financial Capital:
- Required to transform
existing facility into a
babycare centre
Human Capital:
- Local ECD professional
("mam-preneur") and team
of caregivers
1) Partner with local NGOs
Work with mothers groups,
clinics to market to both
new and unserved mothers
2) Build referral system
Incentives for parents
Integrated Community
center
Purpose-built, company
owned, with 30-50 children,
located near work /
partner organization.
• Facility upgrade / retrofits
• Caregiver training
• Meals (ingredients, preparation, delivery or outsource)
• Overhead support
• Curriculum / program development
Company-owned, community-based centers:
• Mama's pay Kidogo daily or monthly day-care fees directly; OR
• Employers pay Kidogo to care for children of their employees (vouchers)
Appendix: Business Model Canvas (Current)
18. Appendix: Theory of change
1. Mission
"Improve early childhood health &
education in East Africa's slums"
"Change the trajectory of children in EA slums
through improved Early Childhood care"
2. Big idea
• Operate a network of branded day care centers
built on best-practices in Early Childhood
Development
3. Impact(s)
• Decrease under5 child mortality/ illness
stunting, malnutrition & infection rates
• Improved primary school retention &
performance (Y1, Y3, Y5)
We build "improved" centers
• Safer & more stimulating
Mothers bring children daily
• Switch to a Kidogo center
• Start going to a Kidogo center
Caregivers give "better" care
• Ongoing Training in ECD curriculum
• Supervised by Kidogo CHWs
Children are safer & get better
prepared for school
Improved child health & education
• Decreased child stunting ...
• Improved primary school ....
4. Behavior Map
