Davies Esoko CIRAD 2010
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The document discusses the top 10 misconceptions about market information systems (MIS). It summarizes Esoko's experience developing an MIS platform over 5 years, including building a team of 40 employees, spending $2 million, and now operating in 20 countries. Key lessons learned include that markets are not well understood, development cycles may not allow for success, and sustainability requires a business model focused on serving both public and private sector needs.
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Davies Esoko CIRAD 2010
- 1. The top 10 Misconceptions about MIS The top 10 Misconceptions about MIS Notes from the field: Mark Davies CIRAD – March 2010
- 2. How we got started • “Farmers need prices” • Foodnet Uganda • Software opportunity • Standardize d St d di development & reduce costs l t d t • Public sector would collect and share • Users would pay U ld Simple idea... Clear goal... CIRAD – March 2010
- 3. Where we are now... 5 years later... Where we are now 5 years later what have we built & learned? CIRAD – March 2010
- 4. • 40 fulltime employees in Accra • $2,000,000 spent CIRAD – March 2010
- 5. Providing support and platform to partners in 20 countries by end of 2010 Operating MIS in one country (ghana) CIRAD – March 2010
- 6. Powerful platform ‘emerging’ CIRAD – March 2010
- 11. MIS consultancy Methodologies g Handbooks Forms Workshops Certificates... Rollout planning CIRAD – March 2010
- 12. Weeks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Strategy gy Platform Configuration Training of Trainers Enumeration Hiring g Enumeration Workshop Enumeration Field Trainings g Profiling & Alert Setup Public Launch 4/1/201 March 2010 CIRAD – 11 0
- 13. “I now direct buyers to my ‘Confusing’ Results: community to buy from me The ‘40%’ claim when prices are good” “I now know Kumasi market, I go there every month” “I now wait for good p prices before I sell my y products” “I used to sell my I groundnuts in bowls in the local market, now I send it to Accra per bag” CIRAD – March 2010
- 14. So what have we learned? So what have we learned? 1. are markets really understood? 1 k ll d d? 2. Does the current development cycle even permit success? 2. can a retail model work? 3. what should the platform really do? CIRAD – March 2010
- 15. Top 10 misconceptions about MIS CIRAD – March 2010
- 16. 1. MIS is a public good 1 MIS is a ‘public good’ and only gov or ministries can do it... CIRAD – March 2010
- 17. 2. We know what we want 2 W k h t t CIRAD – March 2010
- 18. 3. We know what they want CIRAD – March 2010
- 19. 4. We can build our own 4 We can build our own CIRAD – March 2010
- 20. Chris Thomas “L Leap Frog” Leap FFrog” “ Frog” Frog” Opportunities pp Opportunities Firewall CLOUD Inside the CLIENT- CLIENT- Web2.0 SaaS Mobile SERVER PC INTERNET MAINFRAMES MINI-COMPUTERS MINI- 1960 1970 1980 1985 1995 2000 2010 Benefitting f B fi i from New and P i I N d Prior Innovation i CIRAD – March 2010
- 21. 5. The data is there 5. The data is there • Where? CIRAD – March 2010
- 23. 7. We can pilot it CIRAD – March 2010
- 27. Evolution of Esoko 2006 2007 2008 2009 2010 2011 2012 ... Model M d l 100% public 90% public 50% public Content Prices Only Prices & Offers All Trading Data Services Software Only Software/ Training Deployment Insight 100% Push Push & Pull 80% Pull Deploy D l B2C B2 projects B2 projects B2Business CIRAD – March 2010
- 28. Sharing a single platform: •R d Reduces your cost of t h l t f technology • Reduces your cost of content acquisition • reduces your marketing costs • improves your negotiating power with partners (incl mobile operators) • gives you access to international/regional markets • gives you access to other practitioners • provides a support team CIRAD – March 2010
- 29. trainings, certificates, workshops, methodologies,assessments, What We What We manuals (over 80 documents) Do Today Support (Esoko Networks) (E k N t k) Software Deploy Deploy (BusyLab) (Esoko Ghana) MIS anywhere 28 software developers & testers 30 enumerators 7 trainers & managers enumerators, 28 CIRAD – March 2010
- 30. Focus on sustainability Bronze Silver Gold Platinum $25 $250 $1,500 $8,000 SMS alerts & Website All tools. All tools. 10 SMS alerts/week Max 200 members Max 200 members Max 2,000 members Max 2 000 members Unlimited. Unlimited Large Business/Assoc Farmer Group Trader Small Business Consumer Brand Co. Business Researcher Exporter NGO Small NGO Government 6,000 6 000 2,000 2 000 200 20 4 years to reach profitability CIRAD – March 2010
- 32. Is business interested? No 52 surveyed out of the 3% potential 30,000 i l 30 000 business subscribers in Ghana in Ghana Yes 29% Interested 29% Yes & likely = 68% Likely 39% 8% needed to be profitable CIRAD – March 2010
- 33. Voacanga africana (exported at $7/kilo) producer SMS advertising/procurement SMS advertising/procurement reduces middle men & time 61 > 31 days 5 > 3 people exporter $1.50 now $2 = +30% $1.50 now $3 = +100% CIRAD – March 2010
- 34. Proforma Income Statement 0 0 0 1 2 3 All amount in US Dollars Y1 Y2 Y3 Y4 Y5 Revenue 89,625 185,539 391,166 848,145 1,424,293 Operating Expenses Internet Service 0 14,520 16,274 18,250 20,474 Office & Household 13,421 36,120 36,120 87,592 94,235 Marketing 3,444 72,000 72,000 103,680 124,416 Meals & Entertainment 2,454 3,600 3,600 4,516 5,058 Personnel 76,507 219,065 219,065 274,066 306,583 Professional Services 4,568 8,100 8,100 10,161 11,380 Travel & Transport 9,808 29,460 29,460 39,440 46,774 Contingency 214 20,368 20,368 27,785 31,246 Rent 0 42,000 42,000 44,100 46,305 Total Expenses 110,416 445,233 446,988 609,589 686,471 EBITDA 0 -20,791 -259,695 -55,822 238,555 737,822 D&A 0 982 5,882 14,482 18,082 EBIT 0 -20,791 -260,677 -61,704 224,073 719,740 Interest Expense 0 -55 -2,377 -2,022 -1,614 Taxes 0 0 0 0 55,513 179,532 Net Income 0 -20,791 -260,621 -59,327 170,582 541,822 CIRAD – March 2010
- 35. Thanks... mark@esoko.com CIRAD – March 2010
- 36. Top 10 misconceptions about MIS 1. MIS is a public good 2. 2 We know what we want 3. We know what they want 4. We can build our own 5. The data is there 6. Build it and they will come 7. We can pilot it 8. We can measure impact 9. Someone will sustain it 9 S ill t i 10.They can access it on the web CIRAD – March 2010