This presentation was created for my friends in business who wanted to prepare for Q4 (in Kenya). Together we generated business leads for the Festive season.

2. Contents
 Objectives
 Trends
 opportunities

3. Objectives
 To prepare us to be relevant for the marketplace of
the future

5. What is Trend Forecasting
trend |trend|
noun
a general direction in which something is developing or
changing: an upward trend in sales and profit margins.
• a fashion: the latest trends in modern dance.

6. What is Trend Forecasting
verb [ no obj. ]
1 change or develop in a general direction: unemployment has been
trending upward.
• (be trending) (of a topic) be or be becoming popular on a news or social
media website: a certain rehab regular is trending once again | (as adj.
trending) : today's top trending topics.
2 (especially of geographical features) bend or turn away in a specified
direction: the Richelieu River trends northward to Lake Champlain.

7. What is Trend Forecasting
ORIGIN Old English trendan ‘revolve, rotate,’ of
Germanic origin; compare with
trundle. The verb sense ‘turn in a specified direction’
dates from the late 16th cent. and gave rise to the
figurative use ‘assume a general tendency’ in the mid
19th cent., a development paralleled in the noun.

8. How it works

10. Economic Survey 2015
What the Government Said Would happen
 Globally, most developed and developing economies are projected to
experience improved growths in 2015.
 Subsequently, the world trade is expected to grow by 4.5 per cent
compared to a growth of 3.0 per cent during the year. Oil prices are
projected to remain subdued throughout the year due to possibilities of
sustained oversupply as Iran and Libya add to the current output after
improved political environment.
 Based on these projections, the global economic prospects for 2015 is
therefore bright with world real GDP projected to grow at 3.5 per cent in
2015 subject to continued recovery from the global financial crisis.
 This is expected to impact positively to Kenya’s economic growth.

11. Economic Survey 2015
What the Government Said Would happen
 The country experienced depressed rainfall during first
quarter of 2015 while weather forecast points to a
possibility of insufficient long rains in parts of the country.
 Performance of the agriculture sector is therefore likely to
remain close to the 2014 level due to its over-reliance on
rain fed water.
 On average, electricity prices might fall slightly in 2015
due to increased share of geothermal electricity
generation.

12. Economic Survey 2015
What the Government Said Would happen
 Inflation is projected to ease in 2015 supported by lower prices of oil and
electricity. Improved external environment and a sustained strong internal
demand are likely to favour growths in many sectors of the economy this
year.
 The ratio of current account to GDP is expected to remain close to the
level of 2014.
 The Government fiscal policies in the 2015/16 national budget will focus
on re-orientation of expenditure from recurrent to development while
private sector investment is anticipated to remain vibrant.
 Other macroeconomic indicators are projected to remain stable and
supportive of growth in 2015.

13. What actually happened
Based on what you experienced
 What opportunities did 2015 offer?
 What opportunities could/should have been tapped?
 What did we spend money on

14. 2015 Forecasted Trends as
predicted by TrendHunter.com
https://www.youtube.com/watch?v=XeEgcS6LejM
Are they right?
Was there any trend that
TrendHunter.com predicted that actually
affected you in 2015?

15. 2016 Forecasted Trends
What TrendHunter.com Says will happen
https://www.youtube.com/watch?v=r1Uz53VYm_w
Are they right?
What opportunities do you think 2016 Q4 (Sept-Dec)
will offer
What do you think you will spend money on
What opportunities must we tap into

17. Feedback from the
Round Table
 Q4 2016 offers numerous opportunities; the
following are low hanging fruit

18. Sector Opportunity Idea
Education
Schools will be closed for two months from November
to December. Any idea to keep children engaged and
upskilled in a safe environment will be welcome
A 3 wk camp with exciting activities including: BYSS Jr - with
Yafesi/ Photography with Pau/ MasterChef Jr. with Sharon /
Secure homes with EveMinet / DIY Farming -Sylvia's Basket /
TechKids - with Chris Mukuria & Muraya / Advertising 101 with
Bugz / Driving School etc
Financial
Financial institutions should craft packages to help
people keep their money away to overcome
unnecessary spending or alternatively offer packages
to enhance borrowing that will help individuals cross
(over) the long festive season
Lock&Lock offer to keep your finances under lock & key until Jan
3rd for School Fees /Rent / Fuel & Living Expenses
DrivingMkopo to be realized in partnership with MPESA or
another banking institution
Retail
Holidays will start from October. Retailers need to
package offers that will appeal & capitalize on
competition either online or offline
BlackFriday Mall Activations / Christmas / New year
Politics
the campaign season will offer various opportunities
as well as challenges. Businesses will take extra pre-
caution whereas individuals will require 'safe
entertainment'
A huge opportunity to capitalize on sharing information on
security / campaign activities and politicians
Tourism
Everyone wants to know where to go that's new this
year. They want to be told why to go there and how to
save up for it plus how their children will be taken care
of
Partnership with Hotels to create packages that take advantage
of the long holiday season for kids.
Generate content as a personal concierge to share cool places
to visit

19. General Findings Opportunity Idea
Content
People are looking for information on
what to do & how to do it. Videos on any
topic about food / drink / fashion / travel
sport will be subscribed to
Short videos shared on YouTube are great! If they
can be commissioned for a Magazine that would
go on TV that would be Awesome
Short Attention
Span
Any activity needs to be multi faceted
Live gaming to be considered as a source of
entertainment for adults & kids
Security
Concerns
Most people will appreciate information to
help them / families stay secure
Without being alarmist - share useful information
about how to be safe over the holiday season /
teach your children safety / protect your children
from online predators (Opportunity for DaveInt /
EveMinet)
New Year
In Kenya, very few activities except
Fireworks are available over the New
Year. There's an opportunity to capitalize
on content generation for people to
experience the new year creatively
partner with malls & media houses to create
activities for the entire Festive Season starting
October to January 2017

20. Participant Contact Email Online Presence Works At other
Ruth Njeri 0774314817 ruthgich@gmail.com @RuthGich
Automobile Association of
Kenya
Sharon Nderitu 0723486484
sharon_wambui@yahoo.com
.au @sharonnderitu Otheo Interior Designers
Queendom.wo
rld
Eve 0728949094 info@eveminet.co.ke @Eveminet_Ke EveMinet
EveMinet.co.k
e
Martin Muraya 0724213205 Martin@daveint.co.ke @MurayaKamau http://deveint.com/ @Deveint
Paul Gitari 0721678828
paul.karingithi@brandspark.c
o.ke @bugzville58 Brand Spark Advertising
Yafesi Musoke 0722421961 yafesi.musoke@gmail.com @Yafesi_Musoke Kubamba Radio / Because You Said So
Mawia Kyalo 0725718056 kyamary@gmail.com @MawiaKyalo Brand Spark Elanora
Mary Gitari 0722224972
mary.gitari@brandspark.co.k
e @MaryMGitari Brand Spark PR