A handout to be used with the step 5 training materials, which can be found here: http://www.slideshare.net/pmsd-map/step5training-guide The handout should be used in the Know Your Actors – Listening To Uncover ‘Hooks’ session. Print one copy

1. TRAINING MATERIALS: MODULE 5
Know your actors: Role Card – feed manufacturer
Chicken feed developer, manufacturer &
Key Actor
distributor
Needs and Short term Grow sales volume of existing product
interests
Grow customer base
R&D in new products
Medium term Consolidate market share
Increase customer loyalty
Roll-out new product
R&D in new sectors (e.g. cattle)
Long term Become market leader in chicken feed sector
Enter new sectors (e.g. Cattle)
Motivations Reasons to engage Opportunities to increase awareness for products
Opportunity to increase smallholder customer base
and sales
Opportunity to access R&D finance for new products
and sectors
Not wanting competitors to take advantage of
opportunities before them
Reasons not to Wariness of NGO-led ‘development’ initiative
engage
Existing research suggests serious barriers of entry to
smallholder market
Limited resources to engage

2. TRAINING MATERIALS: MODULE 5
Know your actors: Role Card – Department of Livestock
Key Actor Department of livestock services
Needs and Short term Meet this year’s targets for vaccination and de-
interests worming
Medium term Reduce rate of nutrition related illness in cattle by
20%
Increase vaccination and de-worming coverage to
50% in western province
Strengthen local extension coverage in western
province through recruitment of additional vets
Long term Reach 100% coverage of extension services in
western province
Reduce rate of nutrition related illness by 80%
Increase vaccination and de-worming coverage to
100%
Motivations Reasons to engage Opportunity to connect with well-organised producers
for vaccination and de-worming to meet this year’s
targets
Raise awareness for vaccination and de-worming
services
Raise awareness for good nutritional practices
Reasons not to Lack of man-power
engage